BEHAVIORS ON TURNING ON AND FACTORS HAVING EFFECT ON THE SELECTION TO TURN ON TELEVISION NEWS CHANNEL IN DIGITAL SYSTEM OF PEOPLE IN BANGKOK METROPOLITAN AREA

Abstract

The purpose of this research is 1) to study the behaviors for watching digital television news program by people in Bangkok Metropolitan area, 2) to study the factors that influence the choice of digital television news program for people in Bangkok Metropolitan area, 3) to study the relationship between the factors that influence the choices for watching digital television news program for people in the Bangkok Metropolitan area and the viewing behaviors

The researcher used quantitative methodology by applying questionnaire to a sample of 400 persons. It was found in regard to the demographic characteristics, the incomes of the sampling group was rather high, ranging from 15,001 to 30,000 Baht and their occupations was employee in private business. The educational level of the sampling was rather high, mostly Bachelor Degree. It was also found that most of the sampling watched digital televisions news program 4 days per week, on average 39 minute per day from Monday to Friday (from 19.00 hours to 20.15 hours). The sampling group chose to watch TNN Channel Number 16 the most. They tend to leave the televisions on, paying attention only at when a program of interest was on. The main factor that influenced the choice of watching digital television news program was the program content. In terms of relationship between factors that influence the choice of digital television news program and the behaviors on the turning on television for watching the frequency, the duration and the reason for watching.