The Online Media Usage Behavior To Sell Products and Media Literacy of Undergraduates Who Own Online Business
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Abstract
This research is aimed to study the behavior in using online media to sell products and the media literacy competencies of undergraduate students in Bangkok universities using a quantitative method via questionnaire. The survey of four hundred samples reveals that the most popular product category among these students is cosmetics/perfumes/food supplement, followed by products in the clothing and accessories category. It is also found that most of the students spend one to three days per week to sell their products with only a few who would make a sell on a daily basis. They take only thirty minutes each time they sell something via Facebook, Line, and Instagram using their mobile phones and personal computer at a medium level.
In regard to the media literacy competencies, it is found that these young entrepreneurs exhibited a medium level of media literacy. Probing into the details, the results show that the samples have a medium level of evaluate and create competencies, while their competencies in the accessing and understanding of information are at a low level.
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