INFORMATION PERCEPTION BEHAVIOR OF THE PUBLIC AND PERSPECTIVES ON THE IMAGE OF NONG KI SUBDISTRICT MUNICIPALITY NONG KI DISTRICT BURIRAM PROVINCE

Abstract

Objectives of this research were: 1. To study people’s information perception behavior 2. To study the image perspective 3. To compare personal factors affecting the image classified by gender, age, occupation and education level and 4. To get suggestions on people’s information perception behavior and their perspectives on the image of Nong Ki Sub-District Municipality, Nong Ki District, Buriram Province, conducted by quantitative research. The sample group used was 9,444 people in Nong Ki Sub-District Municipality. The sample size was 384 people using Taro Yamane’s formula. The questionnaire was used. Part 1 was about general information. Part 2 was about information perception behavior and perspectives on the image of Nong Ki Sub-District Municipality in 4 aspects: organization, organization executives, service, management. Part 3 was about suggestions and interviews via questionnaires. Data were analyzed by descriptive statistics with mean and standard deviation.

The research results were found that: 1. The information perception behavior of the people in Nong Ki Sub-District Municipality, the frequency of information exposure was more than 3 times a week (34.10%). The interest in information was mostly about policies (28.40%). The exposure to information was mainly through the municipality website (34.00%). The interest in the efficiency of information dissemination tools was at a good level (36.20%). 2. The overall image of Nong Ki Sub-District Municipality was at a high level ( = 3.43). 3. Personal factors affecting the image of Nong Ki Sub-District Municipality when considering gender, age, occupation, and education level were not different overall and in each aspect, and 4. Recommendations for the information perception behavior of the people and the perspective on the image of Nong Ki Sub-District Municipality: The people valued transparency, reliability, and easy access. However, a clear identity should be created and online services should be developed to create a modern image.