Selected Factors of Mae Fah Luang University Students’ Perception towards Lanna Arts and Culture
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Abstract
The main objectives of this study were to examine thesituations, to analyze selected factors and to investigate the perceptionstoward Lanna Arts and Culture (LA&C) of Mae Fah Luang University(MFU) students. Data from 412 undergraduate student questionnaireswere analyzed. Research findings were as follows: 1) Both all situations ofselected factors in terms of Graphic Image and Photographic aspects weresignificantly at the .05 high level; 2) As a result of factor analysis, thefollowing crucial components of LA&C were found: a) three componentsin Graphic Image [namely, Aesthetic, Advertising Value, and NorthernThai Arts and Culture], and b) three components in Photographs [namely,Visual Communication, Visual Culture, and PositivePersuasion] ; and 3)As a result of LA&C selected factors affecting persuasive communicationsof MFU students by Stepwise-multiple regression correlation analysis,it was foundthat: a) four crucial variables had influent to persuasion onGraphic Image at the .05 level of significance, 69.20 percent for predictingthe variance of Graphic Images persuasion, namely Trustworthy, Likable,Attractive, and Beautiful. The best predictor of all four crucial variableswas “Trustworthy”, 56.50% for predicting the Graphic Image persuasionat the .05 level of significance; and b) five crucial variables had influentto persuasion on Photographs at the .05 level of significance, 56.60% forpredicting the Photographs persuasion, namely Trustworthy, Likable,Noble, Northern Arts, and Attractive. The best predictor of all 5 crucialvariables was “Trustworthy”, 45.80% for predicting the Photographs persuasion at the .05 level of significance.
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