A Factors Affecting the Decision to Watch English Language Teaching Programs via Online Media Among High School Students

Abstract

           The objectives of this study were (1) to study the behavior of watching English language teaching programs via online media and (2) to compare factors influencing the decision to watch English language teaching programs online. The population of this study was 251 high school students (Grade 10-12) from the Secondary Educational Service Area Office Bangkok 2 Nawamin Campus. After that, the data was examined using descriptive statistics with frequency, mean, percentage, and standard deviation to examine the respondents' general information and viewing behavior, and one-way analysis of variance (ANOVA) under Least Significant Difference (LSD) method to check for differences in the sample group's demographics that might have an impact on the evaluation of factors influencing the decision to watch English teaching programs via online media.
           The results revealed that the majority of the samples were 16-year-old females in Grade 11 with a cumulative GPA of 3.50-4.00. The majority of them major in Mathematics-Science and Mathematics-English, with an average household income of 20,000 - 39,999 baht. Overall, the sample group showed moderate levels of enthusiasm for online English teaching programs. The comparison of factors influencing watching English teaching programs via online media in terms of reference groups, lifestyles and values, program operations, content, presentation channel, and program advertising revealed that there was no difference in the assessment of factors influencing watching English teaching programs via online media in all aspects among the sample group of different genders. The sample group of different ages and grade levels had different levels of assessment of factors influencing watching English teaching programs via online media in terms of lifestyle and values. The sample group of different cumulative GPAs had different levels of assessment of factors influencing watching English teaching programs via online media in terms of lifestyle and values, program operations and program advertising. The sample group of different majors had different levels of assessment of factors influencing watching English teaching programs via online media in terms of reference group and program advertising. The sample group of different family income had different levels of assessment of factors influencing watching English teaching programs via online media in terms of program operation.