Factors Influencing Viewers’ Satisfaction and Word of Mouth when Watching Thairath TV News Programs

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Syamol Lumlongrut
Pimrachit Uawongchai
Sirisuhk Rakthin

Abstract

This research aimed to investigate the factors affecting Thairath TV news viewers’ satisfaction and word of mouth. Data were collected via questionnaires from 400 participants. Mean, percentage, independent samples t-test, One-Way ANOVA and multiple regression analysis were used to analyze the data. The results showed that Thairath TV news viewers had the average satisfaction level of 3.59 on Thairath TV news programs and the average word of mouth level of 2.71 when watching Thairath TV news programs. The viewers who had different demographic characteristics, i.e., age, educational levels, and residential locations had different levels of satisfaction and word of mouth when watching news on Thairath TV, while those with different levels of income had only different levels of satisfaction when watching news on Thairath TV. Moreover, the factor that mostly affected the viewers’ satisfaction was broadcasting schedule, whereas the factor that mostly influenced the viewers’ word of mouth was a social trend. When considering the effects of a moderator, i.e., special situation policy occasionally implemented by Thairath TV, we found that the special situation policy moderated the strength of relationships between independent and dependent variables at a statistical significance level of 0.05.

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