ISSN 2630-0583 (Print)

ISSN 2630-0656 (Online)

JCST

Journal of Current Science and Technology

http://jcst.rsu.ac.th

Rangsit Journal of Arts and Sciences. Vol.2 No.2 , July - December 2012.

Attitudes, use, and gratification of Thai university students in Bangkok towards online social networks.

Doungtip Chareonrook Phuenchote

Abstract

          The objectives of this research were to study the attitudes of Thai university students living in Bangkok towards online social networking, and to study the user behavior and the gratification derived from social networking websites.  The researcher collected data using both quantitative (questionnaires) and qualitative approaches (in-depth interviews with informal interview questions).  The results of this study indicated that the attitudes of all university students toward online social networking websites such as Facebook were positive and that they received a high level of gratification.  The results also acknowledged and confirmed that differences in the demographic profiles of the students were the major causes of differences in attitude, usage behavior, and in gratification levels.  Additionally, the results also acknowledged and confirmed that attitudes and usage behaviors was related to gratification levels.

Keywords: attitudes, uses, gratification, online social network, facebook, mass communication

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