Facebook literacy of residents of Pattaya, Chonburi Province
Keywords:
Media literacy, Facebook, Facebook usage behavior, SatisfactionAbstract
The objectives of this research were to study 1) the Facebook usage behavior of residents of Pattaya municipality, Chonburi Province; 2) the Facebook literacy of residents of Pattaya municipality, Chonburi Province; and 3) the relationship between level of Facebook literacy and level of satisfaction with Facebook usage of residents of Pattaya municipality, Chonburi Province. This was quantitative research. The sample population was 400 members of various Facebook groups who lived in Pattaya Municipality, Chonburi Province. They were chosen by multi-level random sampling. The data collection tool was an online questionnaire. A link to the questionnaire was sent to the samples digitally. Data were analyzed using the descriptive statistics of reliability, frequency, percentage, mean, standard deviation and Pearson’s correlated coefficient.
The results showed that 1) The samples used Facebook every day, for an average of 30 minutes per time, most often via their smart phones. The majority of samples used Facebook most often just before going to sleep at night, followed by in the morning, while using the bathroom, and during meals, in that order. They had a high level of satisfaction with using Facebook. The things they liked, were, in order of importance, that it is easy and fast; that they can get up-to-date information; that they can use it to creatively express their individual identity; that it is a fun way to use free time; that it is a very fast way to communicate their ideas with others; and that it can be used to generate income. As for their utilization of Facebook, the majority of samples used it to find news and information the most. 2) The samples had a high level of Facebook literacy overall, including media analysis skills, media access skills, media evaluation skills and media utilization skills. 3) Level of Facebook literacy was correlated with level of satisfaction with Facebook to a statistically significant degree at 0.01.
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