ปัจจัยพยากรณ์ที่มีต่อความตั้งใจกลั่นแกล้งทางไซเบอร์ของเจเนอเรชัน ซี

Authors

รศ.พัชนี เชยจรรยา, คุณพิณญาดา ปิติธนฤทธิ์

Published

วารสารการสื่อสารและการจัดการ นิด้า

Abstract

The objective of this research were 1). to study the behavior of Facebook users,
behavior of media literacy, attitude towards influencers, the expression of information
presentation in a negative ways of the influencers, and intentions on cyberbullying of
generation C and find the relationship of variables; 2). to study variables that can predict
the intentions on cyberbullying of generation C which is studied by using the quantitative
research. A survey was conducted among 400 respondents from the sample group in
generation C. The data was analyzed by using the descriptive statistics which are
frequencies, percentage, means, standard deviation and inferential statistics in order to
test the hypothesis.
The results of the research showed that 1) The sample groups are using Facebook
to follow friends’ movements or communicate with friends and acquaintances. They have
a moderate level of media literacy behavior, which they will not share content with others
if they are not sure whether they are correct or not. They have a good attitude towards
the influencers who is an expert or has real knowledge of the content that is presented
and the influencers often answer questions that others suspect themselves. They have a
low level of the expression of information presentation in a negative ways of the
influencers and They have a moderate level of intentions on cyberbullying. In term of
correlation analysis, the result of the research showed that all variables have a pearson’s
correlation coefficient is between 0.284 to 0.568 at the significance level of 0.001, in the
positive direction, which is a low relationship level to medium relationship level. 2) The
regression analysis of the variables that can predict the intentions on cyberbullying of
generation C, it was found that the variables that can predict are the expression of
information presentation in a negative ways of the influencers and the behavior of media
literacy. Therefore, the variables in expression of information presentation in a negative
ways of the influencers can predict the most, which is 32.2 percent.

(2562). ปัจจัยพยากรณ์ที่มีต่อความตั้งใจกลั่นแกล้งทางไซเบอร์ของเจเนอเรชัน ซี. วารสารการสื่อสารและการจัดการ นิด้า, 5(2), 1-17.