รูปแบบการดำเนินชีวิต และการเปิดเผยตนเองในเฟซบุ๊กของกลุ่มชายรักชาย

Authors

ผศ.ดร.บุหงา ชัยสุวรรณ, นายปรภัต จูตระกูล

Published

รายงานสืบเนื่องงานประชุมวิชาการการสื่อสารระดับชาติ ประจำปี 2560

Abstract

The aims of this research were 1) to study lifestyle, self-disclosure on Facebook and online purchasing behavior of male homosexuals 2) to study the differences of Gay lifestyles and self-disclosure on Facebook and 3) to study the differences of Gay lifestyles and online purchasing behaviors. The study employed mixed methods. The group interviews were used in qualitative research, the sampling were 13 male homosexuals, aged between 20-35 years. The Quantitative research was conducted by using an online questionnaire, the sampling were 400 male homosexuals who had used Facebook and had experienced purchasing online at least 1 time. Descriptive analysis, factor analysis and ANOVA Analysis were used to analyze data through SPSS program. The result showed that the lifestyles of male homosexuals could be categorized into 6 groups namely Normalcy Lifestyle, High-Tech online Lifestyle, Nationalism Lifestyle, One Night Stand Lifestyle, Optimistic Lifestyle and Peaceful Lifestyle. In terms of self-disclosure on Facebook, the study found that the disclosure rate was high among male homosexuals and didn’t make any differences with Gay lifestyles According to their online purchasing behaviors, the study found that clothing products were the most popular items purchased online. Finally, the study investigated that the differences of gays’ lifestyles did not make any differences with online purchasing behaviors for fashion, technology, entertainment and sexual products. However, the study showed that the differences of their lifestyles had an impact on their online purchasing behaviors for health products.

รูปแบบการดำเนินชีวิต และการเปิดเผยตนเองในเฟชบุ๊กของกลุ่มชายรักชาย. มหาวิทยาลัยธรรมศาสตร์, การประชุมวิชาการการสื่อสารระดับชาติ ประจำปี 2560 (49-59).