FACTORS INFLUENCING THE ACCEPTANCE AND BEHAVIOR OF USING CREATIVE MEDIA APPLICATIONS

Abstract

This research article the objectives were 1) Investigate the relationship between demographic characteristics and the behavioral patterns of users of creative media applications. 2) Examine the influence of perceived benefits, perceived ease of use, perceived compatibility, and reference groups on the usage behavior of creative media applications. This research is a quantitative study utilizing online questionnaires as a tool for data collection. The study population comprises individuals with experience using free versions of creative media applications, both male and female, aged 18 and above. Specifically, this research focuses on the application Canva. A convenient sample of 400 individuals was selected, and data collection was conducted online using convenience sampling methods. The data were analyzed using descriptive statistics, including frequency distribution, percentages, mean, standard deviation, and inferential statistical analysis to test hypotheses, including one-way ANOVA and multiple regression analysis. The findings indicate that the majority of the sample group are female, aged between 26 to 35 years, hold a bachelor's degree, are employed in private companies, and have an average monthly income of 25,001 to 35,000 Thai Baht. When categorized by gender, age, education level, occupation, and income, there were no significant statistical differences at the 0.05 level in the usage behavior of creative media applications among the sample group. Hypothesis testing revealed that perceived compatibility and reference groups significantly influence the usage behavior of creative media applications at the statistical significance level of 0.05. Among these factors, reference groups had the most substantial combined influence on the usage behavior (β = 0.625).