พฤติกรรมการใช้สื่อออนไลน์ การเปิดรับข่าวสารและการมีส่วนร่วมของประชาชนต่อโครงการยกระดับเศรษฐกิจและสังคมรายตำบลแบบบูรณาการ (Online Media Usage Behavior, Exposure and Public Participation inTowards the Integrated Sub-district Economic and Social Upgrading Project)
Keywords:Online Media, Exposure, Public Participation, U2T
The objective of this research were to study online media usage behavior, to study the exposure, to survey public satisfaction, and compare the public participation in towards the Integrated sub-district economic and social upgrading project according to different personal factors. The sample size was 394 people living in Phai Phra subdistrict, Khu Salod Subdistrict, Kok Kaew Burapha Subdistrict and Hantra subdistrict. Data were collected using the questionnaire, analyzed by using frequency, percentage, mean, standard deviation, and One Way Analysis of Variance.
The results indicated that most of the respondents were female, aged 51-59, graduated in primary school. The main occupation is general labor and most of them do not have additional occupations. The average monthly income is 5,001-10,000 baht. The behavior of using online media is Facebook is the most commonly used medium. The most frequent time is in the evening (5.00-8.00 p.m.) with the main purpose of entertainment. The behavior of online news media exposure was at a high level. The sample seeks information from Facebook the most, receives information about the benefits of U2T the most, and receives news when they need income to support their decision to apply for the U2T project. Participating in the activities of the U2T project found that overall and each item were satisfied at the highest level, the top 3 ranking from highest to lowest as follows: first, teachers satisfaction, second, sports activities and Valaya Alongkorn Rajabhat University satisfaction, and third, training on household accounting and build a community market. The hypothesis testing shows that, sample from different educational level and additional occupations also differently public participation in the U2T project with the statistical significant value at the .05 level.