Motivation for Online vs Offline Media Consumption of International College for Sustainability Studies at Srinakharinwirot University Students
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Abstract
The research objective of this study was to investigate the motivation which allowed teenagers to consume online and offline media. The qualitative method was designed to collect insight information of media consumption through online interviews from International College for Sustainability Studies at Srinakharinwirot University (SWUIC). Four small group discussions from four years of study with 12 key informants were conducted to test data reliability regarding the triangulation concept. The content
analysis was employed to interpret the data and code the main themes from the key informants. The results of the study revealed that SWUIC students, as teenagers, consumed online media more than offline media. The highest rank of media consumption was motivated by leisure. The second order motivation was an intention to be entertained and learn new things. Managerial implications from this study were presented at the end of article.
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