Gratification and the Utilization of the LINE Application by Monks Studying at Mahachulalongkornrajavidyalaya University and Mahamakut Buddhist University for the Purpose of Education and the Dissemination of Buddhism

Abstract

The objectives of the research were 1) to study Line application usage behavior for education and dissemination of Buddhism and the monks, 2) to study satisfaction and usage of Line application for Dharma study of the monks, and 3) to study relationships between usage and satisfaction of Line application for Dharma study of the monks. Research methodology was the quantitative research. The data was from the questionnaires responded by 400 monks studying in Mahachulalongkornrajavidyalaya University and Mahamakut Buddhist University. The findings showed that there was a positive relationship between the exposure behavior to Dharma information from various media of the monks and the satisfaction and utilization to use Line application operating system for Buddhism education and dissemination. It was statistically significant at 0.01 level. In addition, the behavior of monks related to Dharma dissemination through various channels had the positive relationship with satisfaction and utilization of Line application operating system the purpose of education and dissemination of Buddhism with the statistical significance level at .01.