Abstract
Based on the cultivation theory and the theory of planned behavior, this study determined how people's perceptions of mass media news and their attitudes towards it impact their altruistic behavior by examining the factors that influence perception. The study collected data from 435 individuals with access to mass media in Taiwan, which were analyzed using SEM. The results revealed that media exposure, credibility, and social influence were critical factors that influenced individuals' perceptions of mass media news, with media exposure having a more significant influence. Surprisingly, the findings demonstrated that perception was negatively related to attitudes, inconsistent with the proposed hypothesis. Thus, perceptions and attitudes were positively associated with altruistic behavior, and attitude was found to mediate the relationship between perceptions about mass media news and altruistic behavior. The study also provides important implications for theory and practice, especially in mass media entities, in developing and adopting practices that promote trust among the audience by encouraging altruistic behaviors through news coverage of various issues.
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