THE FACTORS AFFECTING ON THE DETERMINATION OF WATCHING THE WORKPOINT MORNING NEWS PROGRAM OF GENERATION X IN BANGKOK
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Introduction: In the present context, morning news programs across television networks employ an increasingly diverse range of presentation formats and continuously refine the quality of their content. These developments are intended to respond to the needs of audiences who seek accurate and up-to-date information, enabling them to remain informed about current national events and issues of public concern. Objectives: 1) study the behaviors of viewers in determining on watching the Workpoint Morning News Program, 2) study the watching of Workpoint Morning News Program in the Generation X population who live in Bangkok, and 3) study the factors that affect on determining to watch the Workpoint Morning News Program in the Generation X population who live in Bangkok. Method: It was quantitative research which was conducted by doing a questionnaire survey to gather the information from the sample group. The sample group in this study was targeted on the Generation X population who live in Bangkok for 134 persons. Result: 1) the behavior of determining watching the Workpoint Morning News in the Generation X population who live in Bangkok is related to genders, education, occupations and income, 2) the factors of determining watching the Workpoint Morning News Program in the Generation X population; most of the sample group access media via watching news program in the television which is the reliable main media 3) the behavior of accessing media in the Generation X population is related to the determining of watching the Workpoint Morning News Program. The three factors that make the viewers determine on watching the Workpoint Morning News are to search for the information, to receive the information and to perceive the experience. The research showed that the population had the high level of media exposure behavior with that statistical significance at 0.05.
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