พฤติกรรมการรับรู้ข่าวสารทางการเมืองของผู้บริโภคสื่อสังคมออนไลน์ ในจังหวัดสุราษฎร์ธานี

Abstract

The objectives of this research were 1) to study the behaviour of perceived political news on social media of people in Surat Thani Province. 2) to compare the behaviour of political news perception on social media of people in Surat Thani Province, and 3) to present guidelines for the development of social media behaviour of people in Surat Thani Province The research methodology is mixed-method, quantitative research using 400 questionnaires, The statistics used in the data analysis consisted of percentage, mean, standard deviation, t-test, and one-way ANOVA by setting significance at .05. And qualitative research using in-depth interviews from a specific selection of 6 key informants.

          The research results found that: 1) Most of the samples were male, 20-30 years of age, with bachelor's degree holders, Employee/government officials, an income of 15,000-25,000 baht per month, and use social media Facebook to receive political news 3-4 hours a day which affects the political news perception behaviour of social media consumers in Surat Thani Province. 2) there were significant differences in social media usage behaviours, perception and utilization behaviour of political news, social media news analysis and assessment behaviour and attitudes towards the perception of political news from social media statistically at the .05
3) There are 4 development guidelines for social media usage behaviour in Surat Thani Province as follows: 1) Develop social media usage behaviour 2)develop perceptive behaviour and benefit from political news
3) develop analytical behaviour and evaluate news from social media
4) Develop attitudes towards the perception of political news on social media. The 4 development guidelines will work together to guide the development of social media behaviour in Surat Thani in the form of the SRAA MODEL.