UTILIZATION BEHAVIOR AND SATISFACTION OF LINE APPLICATION THAT AFFECTING SENIORS’ MEDIA LITERACY IN MUANG DISTRICT, SONGKHLA PROVINCE

Abstract

   The purposes of this study were to investigate 1) the level of the utilization behavior and satisfaction from the LINE application 2) the level of satisfaction from the LINE application and 3) the utilization behavior and satisfaction from the LINE application influencing senior’ media literacy of the in Muang district of Songkhla province. This study was a quantitative research.The elderly people who were aged 60 years and over, all of them used the Line application, and live in Muang district, Songkhla province served as the sample. A total 400 people were included in the study. Convenience sampling was used to select the sample. Questionnaires were used as instrument.  The descriptive statistic and multiple regression analysis were used to analyze the data.

   The study found that the utilization and satisfaction of the Elderly applications were high levels of usage and media literacy were high levels of literacy. The hypothesis test found that the utilization behavior and satisfaction from the LINE application consists of the perception of news, the emotional, the security, and the social interaction seniors’ media literacy in Muang district, Songkhla province significantly at 0.05, in unstandardized Coefficients, the predictive equation is = .311 + .163 (X₁) + .184 (X₂) + .220 (X₃) + .338 (X₄) and the predictive equation in standardized Coefficients is  = .167 (X₁) + .180 (X₂) + .234 (X₃) +.308 (X₄)