Factors Influencing the Decision of Members to View the “NangDee.COM” Website

Abstract

In this thesis, the researcher delineates (1) the demographical characteristics of <Nangdee.com> website members; (2) considers the viewing behaviors of the members; (3) examines the influence of website design and contents on the viewing of members; and (4) studies the utilization of the website by the members.

In this survey research inquiry, the researcher used a questionnaire for collecting data from 376 <Nangdee.com> members.  

Using techniques of descriptive statistics, the researcher analyzed the data collected in terms of frequency distribution, percentage, mean, and standard deviation.  Insofar as concerns inferential statistics, the researcher employed a t test technique, F-tests in conjunction with the one-way analysis of variance (ANOVA) technique, the chi-square (χ2) test, and the least significant difference (LSD) multiple comparison method.

Findings are as follows:

The highest proportion of the sample population were single males, who were thirty-one years of age or older, holders of a bachelor’s degree, employed as private company employees, and who earned a monthly income between 10,001 and 20,000 baht.  

They had experienced viewing the website for more than three years.  They viewed the website from one to three times weekly for duration of less than an hour for each viewing session in the time slot between 18:01 and 24:00 hours.  In respect to viewing location, they mostly viewed the website at home. The highest proportion did not participate in activities hosted by the website.

The column to which the website members were regularly exposed was the movie news column.  The highest proportions were interested in movie information integrated into all forms. While deeming the language used as semi-formal, they were of the opinion that contents were accurate and trustworthy.  The highest proportion needed improvements in the categorizing of contents.

In viewing the website, still pictures generated interest in viewing the website on the part of the members. At the highest level, they had need of viewing movie news on the first page of the website. The “menu” was located on the upper portion of the website.  The colors of the menu were simple and harmonized with the contents. The patterns of letters in each column differed in size and color. Design characteristics for all pages were such that each column could be completely read in a single page.

The highest proportion of <Nangdee.com> members viewed the website so as to relax and to be entertained.  They still used the contents for decision making by virtue of using website information in selecting movies to view.  They were exposed to movie information gratis. At the highest level, the reason they viewed the website was the benefits they gained in so doing. Next in descending order were the contents and design, respectively.  

In hypothesis testing, the researcher found that factors influencing the viewing of the website were demographical characteristics in the aspects of familial status, <Nangdee.com> website viewing experience, weekly viewing frequency, mean viewing time per session, and the patterns of letters for each column.