Main Article Content

ดุสิดา พุทธิไสย
ศรัณย์ธร ศศิธนากรแก้ว


The objectives of this research were (1) to study the behavior of Generation Y’s online social media accession of The Department of Health according to demographic characteristics ; (2) to study Generation Y’s health literacy level; and (3) to study the relationships between health literacy, health accession, understanding, interacting, decision making, changing behavior, applying and sharing of information.  The quantitative research methodology was applied to four hundred sampling population of Generation Y who had accessed to online social media of The Department of Health. The sample were selected using convenience sampling method. The online survey was constructed and used as a tool for collecting data. The statistics used to analyze the data were descriptive statistical analysis and inferential statistical analysis. The results of this research were as follows: in comparison of demographic characteristics, people at the different educational levels, occupations, and income had different access to online social media.  In health literacy level, most studied population’s health accession was at medium level.  However with health accession, understanding, interacting, decision making, changing behavior, applying and sharing of information were at high level.  For the result of hypothesis testing, it was found that online social media accession has correlated with health literacy, interaction, decision making, changing behavior, applying and sharing of information with statistical significance at 0.01 level.


Download data is not yet available.

Article Details

บทความวิจัย (Research Article)


Arpavate, W., Cheevasart, S. & Dejasvanong, C. (2011). Communication behavior on facebook of students at Rajamangala University of Technology Phra NaKhon. Retrieved September 10, 2017, from

789/986/MCT_54_06.pdf;jsessionid=D941E9A3FFF19CCA6786EDFB1BCBDBBF?sequence=1 (in Thai)
Buttarach, A. (2010). Social Network. Retrieved September 10, 2017, from (in Thai)

Department of Health. (2016). Vision and mission. Retrieved September,10, 2017, from https:// (In Thai)

Cochran, W. G. (1963). Sampling techniques. 2nd edition. NY: John Wiley and Sons publishers.

Hemmin, A. (2013). Social media consumption behaviors and opinion towards results of experiencing social media in Bangkok Metropolitan. Master of Science (Applied Statistics).

National Institute of Development Administration. (In Thai)

Hunt, T., Ruben, B. D. (1993). Mass communication: producer and customer. NY: Haper College Publishers.

Jantanasupaporn, S. (2011). Attitudes toward Online Media Exposure on Social Networks: A Case Study of Students at Rajamangala University of Technology Thanyaburi. Master of Business Administration. Rajamangala University of Technology Thanyaburi. (in Thai)

Kongrach, P. (2011). The Study of Teenagers’ Behaviors in Using Social Networking Sites (SNSs) in Thailand: A Case Study of Facebook. Master of Science Program in Technology Management College of Innovation, Thammasat University. (In Thai)

Merrill, J. C., & Lowenstein, R. L. (1971). Media, messages and men New Perspectives in Communication. NY: David Mckey.

Netinant, Patamaporn. (2016). Correlation of Marketing communication Tool Exposure & Buying Behavior of “Gen Y”. Panyapiwat Journal. 8(special), 208-222. (In Thai)

Satawatin, Parama. (2003). Communication Arts. 10th edition. Bangkok. Chulalongkorn University. (In Thai)
Search Engine Optimization Company Limited. (2011). Online Marketing. Retrieved September 22, 2017, from (In Thai)

Suramithmaitree, B. (2013). The Study of Health Literacy and Health Literacy Promotion of Thai people for support ASEAN Community. Retrieved August, 10, 2017. from https:// (In Thai)

Thoth Zocial. (2017). Thailand Zocial Awards 2017. Retrieved September,22, 2017. from
https://2017, (In Thai)

World Health Organization. (2009). Health literacy and health behavior. Retrieved September 15, 2017, from