Previous studies on consumption expenditures spent on media, especially focused on the relationship between consumption expenditures spent on media and Gross National Income based on the Principle of Relative Constancy from macroeconomic aspect. Researches on consumption expenditures spent on media from macroeconomic aspect contribute to the development of media industry structure, but it did not be applicable to microeconomic aspect since it would lead to the ecological fallacy. In order to understand the consumers’ expenditure on different media products, this study attempts to examine how the income of the audience, time spent on media, and audience’s attitude toward media influence consumption expenditures spent on media once other variables were controlled from microscopic aspect.This study revealed that income variable was positively correlated with consumer consumption of newspapers and the Internet, but not magazines and television once other variables were controlled. The theoretical significance of this study is explored on economic characteristic of different media products.
