FACTORS AFFECTING THE RESPONSE BEHAVIOR TO FAKE NEWS ON FACEBOOK AMONG PEOPLE OF DIFFERENT GENERATIONS IN BANGKOK

Abstract

            This research aimed to examine generational differences in Bangkok that influence responses to fake news on Facebook, as well as to investigate the effects of self-disclosure and fake news literacy on such responses. The study employed a survey research design. The sample consisted of 320 male and female Facebook users residing in Bangkok, selected through convenience sampling and categorized into four generational groups: Baby Boomers, Generation X, Generation Y, and Generation Z. Data were collected using a questionnaire. Statistical analyses included frequency, percentage, mean, standard deviation, F test, one-way analysis of variance (ANOVA), Least Significant Difference (LSD) for pairwise comparisons, and multiple regression analysis using the enter method.
            The findings revealed that, overall, respondents demonstrated a moderate level of responses to fake news on Facebook. When classified by generation, Baby Boomers exhibited a high level of response behavior, while Generation Z, Generation X, and Generation Y showed moderate levels. Self-disclosure on Facebook was found to be at a high level, whereas fake news literacy was at a moderate level. Hypothesis testing indicated that: 1) individuals from different generations exhibited significantly different response behaviors toward fake news on Facebook; 2) self-disclosure had a significant positive effect on response behavior, while fake news literacy had a significant negative effect on response behavior toward fake news on Facebook.