Factors Influencing Online Information Seeking during Covid-19 Outbreak in Thailand
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The present study aims to investigate factors that influenced online information seeking during Covid-19 pandemic in Thailand. Survey research method using online questionnaire was used to collect data from 950 participants. Findings show high level of information seeking among respondents, with professional online news media being the most used source. Respondents’information processing was high across all information channels. Hypothesis testing shows that psychological risk, social risk and safety risk perception were determinants of affective response which in turn, along with informational subjective norms, predicted perceived information sufficiency. Factors found to influence information seeking from professional online news media included perceived information gathering capacity and perceived information sufficiency. For online media of famous online personalities and general public, only perceived information sufficiency was found to affect information seeking of the Thai people. For government’s online media, two factors affecting information seeking were perceived information sufficiency and relevant channel beliefs.
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