Factors Influencing Decision-Making on Watching Thai Cooking Clips on YouTube Platform
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Abstract
The research article consisted of the following objectives: 1) to investigate the importance of factors influencing decision-making on watching Thai cooking clips on YouTube platform; 2) to compare decision-making on watching Thai cooking clips on YouTube platform classified by personal factors; and 3) to examine the correlation between presentation as well as YouTubers characteristics and decision-making on watching Thai cooking clips on YouTube platform. A sample group included bachelor's degree students majoring in food-related fields. The statistics used for data analysis were frequency, mean, standard deviation, f-test, and simple correlation.
From the study, the following results are found: 1) The importance of factors influencing decision-making on watching Thai cooking clips on YouTube platform is high overall and in each aspect; 2) From comparing decision-making on watching Thai cooking clips on YouTube platform classified by personal factors, the results reveal that people with different monthly incomes make different decision on watching Thai cooking clips on YouTube, with a statistical significance of 0.05 level, while there is no difference in other aspects; and 3) Factors on presentation as well as YouTubers characteristics and decision-making on watching Thai cooking clips on YouTube platform are overall correlated at a high level and in the same direction. When each aspect is examined, it is discovered that factors on presentation are highly correlated in one aspect, moderately correlated in two aspects, and all are in the same direction. Factors on YouTubers characteristics are highly correlated and in the same direction.
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