Public Media Immunity Belief in Khon Kaen Province.

Abstract

The purposes of this study were 1. the level of belief in public media in Khon Kaen Province; 2. the level of immunity, belief in public media in Khon Kaen Province, and 3. factors affecting the immunity, belief in public media in Khon Kaen area. The sample group was 400 heads of households or heads of households aged 18 years and over with house registration in Khon Kaen Province. Size was determined by Taroyamane formula by using questionnaires for data collection. The statistics used for data analysis were frequency distribution, percentage, mean, standard deviation. Pearson correlation coefficient and linear multiple regression using the Stepwise method. The research results were found that the degree of belief in public media in the area of ​​Khon Kaen Province overall was at a moderate level. Immunity to public media in the area of ​​Khon Kaen Province overall is high. And the factors affecting the immunity, belief in public media in Khon Kaen Province as a whole were statistically significant at the .01 level, there were 3 variables, respectively, the forecasting coefficients in the form of standard scores were as follows: Advertising times factor (β = .42), public media perceived factor (β = .37) and public media reputation factor (β = .27).