A Study of Consumer Behaviour and Satisfaction Toward Online Media of Phangnga Radio Station

Abstract

        This research had the objectives of 1) surveying the listening behavior of sample consumers in Phang Nga to online media of Radio Thailand and their satisfaction with it;  2) comparing levels of consumer satisfaction with online media of Radio Thailand; and  3) studying the relationships between different groups of consumers’ exposure to Radio Thailand’s online media and their satisfaction with it. This was a quantitative research. The study population was consumers in Phang Nga Province. The sample population for the survey was 400 people, determined by Yamane method and chosen through multistage stratified random sampling. The data collection tool was a questionnaire. Data were statistically analyzed using percentage, mean, standard deviation, t-test and ANOVA.                                                                                                     The results showed the majority of the samples were exposed to online media regularly, most often during the time period 18:00 – 20:59. The most common reason for listening online was because they liked the content. Most samples listened at home via facebook. The program they listened to the most was the “Rob Wan Tan Khao” daily news program. People who participated in making their decision to listen were only themselves. As for satisfaction, overall, most consumers were very satisfied with the online media. The highest mean satisfaction score was for the category of physical, technical and production process, followed by the categories of price, presenters or show hosts, types of programs, channels for accessing the media, and market promotion activities, in that order. Hypothesis testing showed that the factor of listener age was related to satisfaction with the online media overall. The factor of [marital] status was related to satisfaction with the channels for access, marketing activities and the technical and production process. The factor of monthly income was related to satisfaction with the types of programs, price, channels for access, physical aspects and presentation, and the technical and production process. The factor of occupation was related to satisfaction with the online media overall. Only the factor of educational level was not related to satisfaction with the online media. There was a statistically significant (p<0.05) correlation between listening behavior and satisfaction with the online media.