การศึกษาปัจจัยที่มีผลต่อการยอมรับและการใช้งานเครือข่ายสังคมออนไลน์ในสังคมไทย

Authors

น.ส.ธัญมาศ ทองมูลเล็ก, ผศ.ดร.ปรีชา วิจิตรธรรมรส

Published

วารสารวิชาการนวัตกรรมสื่อสารสังคม

Abstract

The purposes of this research were to study the characteristics of acceptance and use of social networking sites and to study the factors affecting use of Social Network of People in Thailand. The research was based on the quantitative approach with the support of secondary data from the 2015 national survey of the use of information and communication technology in Thailand. A sample of 38,018 people aged 15 years and over was selected with stratified two-stage random sampling. The data were analyzed by using descriptive statistics and binary logistic regression. The results showed that acceptance and use of Social Network of People in Thai people was 92.1 percent. According to the logistic regression analysis with statistically significance difference at 0.05 level. It was found that age, marital status, computer usage, tablet usage, mobile phone data usage, frequency of internet usage, duration of daily internet usage, internet use time, home internet usage, mobile devices internet connection, PC internet connection and SmartPhone internet connection had a significant effect on of acceptance and use of Social Network of People. All thesefactors can lead tomore learning and understanding for each level of personal behaviors, is the way to develop digital society and to support Thailand 4.0 model by starting with social networking that is currently popular.

(2560). การศึกษาปัจจัยที่มีผลต่อการยอมรับและการใช้งานเครือข่ายสังคมออนไลน์ในสังคมไทย. วารสารวิชาการนวัตกรรมสื่อสารสังคม, 5(2), 114-124.