เครือข่ายการสื่อสารออนไลน์ และปัจจัยที่มีอิทธิพลต่อการใช้จักรยานในชีวิตประจำวันเพื่อการเดินทางในเขตกรุงเทพมหานคร

Authors

รศ.พัชนี เชยจรรยา, นายศรัณย์ จันทร์หาญ

Published

วารสารนิเทศศาสตร์

Abstract

This research aims to study communication in campaigning daily bicycle-using via online network, to examine lifestyle patterns, media exposure, attitude, and bicycle-using behaviors of online users, and to explore predictive factors of daily bicycle using. Mix-methods research was conducted by content analysis, in depth interview and survey questionnaires. From in depth interview and content analysis, it is found that 1) online network with direct campaign on daily bicycle-using will disseminate content and members’ participation via positive information, stories, and experience while that without direct campaign contains negative information, stories, and experience which demotivate people to use bicycle daily 2) The level of participative communication behaviors on daily bicycle-using of online users is low, and differences are found between two kinds of online network : webboard allowing members to express their opinions and facebook fanpage for just pressing “like” on information received 3) Types and patterns of online communication network about daily bicycle-using are person-to person, decentralized, and wheel network with a network administrator responsible for screening content appearing in public sphere. From survey research with questionnaires, 8 patterns of lifestyle are found. For media exposure, it is found that members use facebook for information reception the most. Besides, there is a positive relationship between exposure to information about daily bicycle-using and attitude, between lifestyle patterns and daily bicycle-using behaviors, and between lifestyle pattern of healthy-focus group and daily bicycle-using behaviors. However, the relationship between trendy and progressive group and daily bicycle-using behaviors is found negative. In addition, three factors are found to influencing on daily bicycle-using behaviors: attitude, lifestyle pattern of progressive group, and lifestyle pattern of trendy group.

(2560). เครือข่ายการสื่อสารออนไลน์ และปัจจัยที่มีอิทธิพลต่อการใช้จักรยานในชีวิตประจำวันเพื่อการเดินทางในเขตกรุงเทพมหานคร. วารสารนิเทศศาสตร์, 35(3), 94-110.