Exposure and Opinions on Online Media Usage of Generation Z in Surat Thani Province
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Abstract
This research aimed to: (1) Study the behavior of online media exposure; (2) Study the opinions on the use of online media, and (3) Study the differences between personal factors and online media exposure behavior and opinions on the use of online media of Generation Z, Surat Thani Province. This research employed a quantitative approach. The sample comprised 400 Generation Z youth aged 12-21 years residing in Muang District, Surat Thani Province. A multi-stage sampling method was employed. Data were collected through a questionnaire. Data were analyzed using frequency distributions, means, standard deviations, and the chi-square test. The research results were as follows: 1. The participants predominantly used smartphones as their primary devices for accessing online media daily. Most respondents engaged with online media between 5:00 p.m. and 10:00 p.m., with an average daily usage of 3–5 hours. The primary purpose of their online media use was educational activities, and Facebook was the most frequently used application. 2. The results regarding attitudes toward the use of online media revealed that, on the positive side, respondents agreed that online media provides the most convenient means of communication. Conversely, the negative opinion indicated that online media is most commonly associated with increased incidents of internet fraud. And 3. No significant differences were found in the opinions on the use of online media by gender, education level, or average monthly income. However, significant differences were observed in online media exposure behaviors, including device type, usage duration, and applications accessed.
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