The Influence of the Attention Economy on Digital Content Consumption Intensity and Consumptive Behavior Among Gen Z Students at Institut Lamaddukelleng
DOI:
https://doi.org/10.67032/pje.v5i1.193Keywords:
attention economy, digital content consumption, consumptive behavior, generation zAbstract
This study aims to analyze the influence of the Attention Economy on the intensity of digital content consumption and the consumptive behavior of Generation Z students at the Lamaddukelleng Institute. A quantitative approach was employed, involving 83 Generation Z students as respondents. Data were collected via Likert-scale questionnaires and analyzed using SPSS version 25, utilizing both simple and multiple linear regression techniques. The results indicate that the Attention Economy has a positive and significant influence on the intensity of digital content consumption, with a regression coefficient of 0.656 and a significance value of less than 0.001. Furthermore, the Attention Economy positively and significantly affects consumptive behavior in the simple regression analysis, showing a regression coefficient of 0.553 and a significance value of less than 0.001. The intensity of digital content consumption also demonstrated a positive and significant influence on consumptive behavior when tested separately, with a regression coefficient of 0.694 and a significance value of less than 0.001. However, in the multiple linear regression analysis, while the Attention Economy maintained a positive and significant influence on consumptive behavior, the intensity of digital content consumption did not show a significant partial effect. Simultaneously, both variables significantly influenced consumptive behavior, yielding an F-value of 36.621 and a coefficient of determination (R²) of 0.478. This implies that the two variables account for 47.8% of the variation in the students' consumptive behavior. The study concludes that the Attention Economy is a crucial factor linked to the intensity of digital content consumption and the consumptive behavior of Generation Z students. These findings underscore the importance of digital awareness and consumption control, encouraging students to adopt a more critical approach when responding to content and consumption stimuli on digital platforms.
References
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