Influences of Knowledge and Attitude on Using Social Media towards Adolescence’s Behavior in Using Social Media for Learning in Bangkok Area

Abstract

This research aims 1) to investigate a relationship among adolescence’s knowledge, attitude, and behavior in using social media for learning and 2) to examine influence of knowledge and attitude on using social media toward adolescence’s behavior in using social media for learning and power of predictor variable. Samples were 901 of those who are 15- 30 years old and living in 50 areas of Bangkok. They were selected by using Multi-Stage Random Sampling method. Data were collected through questionnaires and analyzed by descriptive statistics, hierarchical stepwise regression and mediation analysis. The results showed that 1) knowledge, attitude, and behavior in using social media has a significant positive correlation at .05 level, and 2) knowledge has both significant direct and, through attitude, indirect effects on behavior in using social media at .05 level. Also, attitude has a significant direct effect on behavior in using social media at .05 level.



Author Information
Khajornjit Bunnag, Bangkok University, Thailand

Paper Information
Conference: ACAH2015
Stream: Arts - Media Arts Practices: Television

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