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ชนนิกานต์ เสริตานนท์

Abstract

This quantitative research used a cross sectional survey method. The data was collected from digital natives, aged between 15 and 24 years old living in Bangkok and Vicinity.


The purposes of this research were to study digital natives’ media exposure, attitude and participation in CSR activities related to road safety and to examine the correlations of four variables, which are media exposure, experience, attitude and social issue involvement. Additionally, the research was further conducted to examine the correlations of these four variables and one dependent variable named “digital natives’ participation in CSR activities related to safety on the road”. Lastly, the research was designed to find out the best predictor of dependent variable that determines the digital natives’ participation in CSR activities related to road safety promotion


The research results indicated that 


1. All four variables; media exposure, experience, attitude and social issue involvement are correlated to one another.


2. Experience, attitude and social issue involvement show moderate correlations whereas media exposure shows low level of correlations with digita natives’ participation in CSR Activities Related to road safety


3. All four variables; media exposure, experience, attitude and social issue involvement can be together used to predict digital natives’ participation in CSR activities related to road safety  at around  34%. In fact, the social issue involvement is the best predictor. 

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