FACTORS AFFECTING THE SATISFACTION OF DIGITAL MEDIA VIEWERSHIP FROM SMATPHONES OF THE ELDERLY IN BANGKOK

Abstract

The objectives of the research are 1) to study the factors affecting the satisfaction of digital media viewership from smartphones among the elderly in Bangkok, 2) to study different demographics. The impact on the elderly's satisfaction in digital media viewership from smartphones or not? 3) to study the different behaviors of digital media viewers. Does it affect the elderly's satisfaction in digital media viewership from smartphones or not?    

          The sample group in this study was the elderly aged from above 60 years old, who are over 400 residents of Bangkok were collected data by using questionnaires. The study showed that the opinions on the factors that affect the satisfaction of digital media viewership from smartphones were overall at a high level in which the average was 3.99. The hypothesis test results showed that 1) the different demographic characteristics of the elderly in Bangkok has no effect on the satisfaction factor of digital media viewership from smartphones except for education levels and different income rates. The demographic characteristics of the elderly in Bangkok influence the satisfaction factor of digital media viewership by types of media         1. Content aspect 2. Image aspect 3. Animation aspect 4. Video aspect, did not differ except for income rates and family structures 2) the behaviors of elderly viewers in digital media in Bangkok were different, affecting the satisfaction of digital media viewership from smartphones. 2.1) Factors that affect the satisfaction of digital media viewership from smartphones are different. 2.2)  Factors affecting the satisfaction of digital media viewership from smartphones classified by types of digital media, consisting of 1. Content aspect 2. Audio aspect 3. Image aspect 4. Animation aspect 5. Video aspect are different.