SOCIAL INFLUENCE FACTORS AFFECTING SELF-DISCLOSURE OF ELDERLY ON ONLINE MEDIA IN CHIANG MAI PROVINCE

Abstract

The purpose is to study the social influence factors affecting self-disclosure of elderly on online media in Chiang Mai Province. Social influence consists of social norms, social image, voluntariness cooperation and perceived usefulness of use. It is hypothesized to become an independent variable of the study. Here, data were collected from 400 of Elderly people in the area of the Muang District Chiang Mai Province aged 60 years and over as the sample of the study. Statistics used in data analysis include percentage, mean, standard deviation, multivariate analysis and multiple regression analysis. The result shows that social influence factors of voluntariness cooperation and perceived usefulness of use. have an important positive impact on elderly on online media in Chiang Mai Province statistically significant at the 0.01 level. Hence, supports hypothesis 3 and 4. On the other hand, social norms and social image have significant negative effect on elderly on online media in Chiang Mai Province statistically significant at the 0.01 level. Therefore, hypothesis 1 and 2 not supported. Theoretical and managerial contributions are explicitly provided. Conclusion and suggestions and directions of the future research are included. 

Keywords: Social Influence, Self-Disclosure, Elderly, Online Media