ONLINE MEDIA VIEWING BEHAVIORS AT DIFFERENT LEVELS OF EDUCATION OF PEOPLE IN BANGKOK AND SUBURBAN

Abstract

The purposes of this research were to compare levels of technology acceptance using online media applications; and to determine factors affecting behavior of using online media applications. Conceptual framework was based on Technology Acceptance Model (TAM) and network externality concept. Stratified random sampling technique was applied to select 414 application users to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear Regression model analysis. Research findings revealed that levels of technology acceptance of using online media applications is not insignificantly different from those; and factors that significantly affected behavior of using Online Media application consisted of Perceived Number of Peers, Perceived Number of Cross platform, Perceived Complement, Perceived Ease of Use, Perceived Usefulness, Perceived Security, Attitude toward Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention and Usage Behavior.