พฤติกรรมการเปิดรับสื่อที่ส่งผลต่อการใช้ประโยชน์ทวิตเตอร์ของกลุ่มวัยรุ่น และวัยทำงานในพื้นที่จังหวัดเชียงใหม่

Abstract

The objectives of this research are: 1) to study the utilization of Twitter among teenagers and working people 2) to compare demographic characteristics, knowledge level of Twitter usage, and media exposure behavior with Twitter usage and 3) to study the influence of demographic characteristics, knowledge level on Twitter use, and media exposure behavior on Twitter usage. This research uses a combination of both quantitative and qualitative research methods. In the quantitative research, the survey methodology was used to survey a sample of 400 people, 200 teenagers, and 200 working-age groups. The tool used to collect data was questionnaires. As for the qualitative research, in-depth interviews were conducted with a sample of 20 people, divided into 10 working-age groups and 10 teenagers. The results of the interview were then analyzed for data collection to help complete the research questions. The results showed that most of the respondents had behaviors of using Twitter every day. Most of the sample used Twitter to find new knowledge, the average was at a high level (x̄ = 4.16, S.D. = 0.84). Additionally, the sample group uses the benefit of tracking information, the average was also at a high level (x̄ = 3.97, S.D.=0.90). Another finding shows that in this demographic comparison, it was found that teenagers had a statistically significant level of knowledge about using Twitter (x̄ = 7.515) than those of working-age groups (t-test) = 2.499, statistically .05. On the other hand, the working-age group used Twitter (x̄ = 3.830) significantly more than the teenager at the (t-test) = -3.068, statistical significance of .05.