| dc.contributor.author | Prapassorn Mahathavornsup | en_US |
| dc.date.accessioned | 2023-01-17T02:46:51Z | |
| dc.date.available | 2023-01-17T02:46:51Z | |
| dc.date.issued | 2019 | |
| dc.identifier.uri | http://repository.rmutr.ac.th/123456789/1553 | |
| dc.identifier.uri | http://localhost:8080/xmlui/handle/123456789/1553 | |
| dc.description.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. | en_US |
| dc.language.iso | TH | en_US |
| dc.publisher | Rajamangala University Of Technology Rattanakosin | en_US |
| dc.subject | Viewing Behavior | en_US |
| dc.subject | Online Media | en_US |
| dc.title | ONLINE MEDIA VIEWING BEHAVIORS AT DIFFERENT LEVELS OF EDUCATION OF PEOPLE IN BANGKOK AND SUBURBAN | en_US |
| dc.title.alternative | พฤติกรรมการรับชมสื่อออนไลน์ของประชาชนแต่ละระดับการศึกษาในเขตกรุงเทพมหานคร และปริมณฑล | en_US |
| dc.type | Independent Study | en_US |
