Social media consumption behaviors and opinion towards results of experiencing social media in Bangkok metropolitan

Abstract

This study aims to exploring factors provoking behaviors and opinion collected from experiencing social media, and this is quantitative survey collecting data by questionnaire. The targeted population is Bangkok residents with the age during 15-44 years old who have social media accounts and  log in to social media at least 4 days a week. The information for the study received from 400 people feedback on three stage sampling and calculating frequency, percentage, mean and standard deviation to analyze the data; moreover, Chi-Square t-Test and One-Way ANOVA are deployed to prove significant hypothesis at 0.05.

The study reveals that three years is the most period of time that people in Bangkok area experience social media. Facebook is the most frequently used application and smart phone is the most preferred channel. People always turn on the social media application all the time. 6 pm. until 6 am. Is the most popular that people usually experience the social media. Additionally, we have found that the most preferred consumption period is between 1-3 hours per day. The reason that people consumes the social media is for chatting with their friends, and the powerful characteristic of the social media is that it has high impact to spread out news and social issues. Moreover, websites can lead the people’s interest to use social media at the highest rate. Personal characteristic has no impact to resources or media to the people to use social media as the significant statistic value shows 0.05.

The survey on opinion of people in Bangkok area shows 6 aspects of social media consumption that are communication, expression of identity, period of consumption, impact to the society, entertainment and business. The overall aspect shows average value of 3.92. After considering one by one, the communication aspect shows the highest average value of 4.52, followed by entertainment showing 4.29 and period of consumption shows the least average value of 3.44. Furthermore, gender has no impact on expressing opinion resulting from experiencing the social media in
6 aspects, and personal characteristic has no impact on expressing opinion resulting from experiencing social media in terms of expressing identity. Additionally, personal characteristics such as age education level, occupation, marital status, and monthly income has impacts on expressing opinion resulting from experiencing 5 aspects of using social media as the significant statistic value shows as 0.05.