Factors in Media Reception and Use of Agricultural Media of Ban Pong Community, Pa Phai Sub-district, San Sai District, Chiang Mai Province

Abstract

This study investigates: 1) supporting factors effecting use of agricultural media, 2) attitudes in exposure to agricultural media, and 3) use of agricultural media of Ban Pong community. The sample group consisted of 324 farmers living in Ban Pong community, Pa Phai sub-district, San Sai district, Chiang Mai province. A set of questionnaire was used for data collection and analyzed by using descriptive statistics and Peirson’s correlation.

Results of the study revealed that the respondent attitude in exposure to agricultural media was found at a moderate level (3.10). Likewise, their attitude in exposure to agricultural media via group was at a moderate level (2.78) where as via mass was at a high level (3.51). Regarding use of agricultural media via an individual, as a whole, it was found at a moderate level (2.85) and via group was at a moderate level (2.60). Use of agricultural media in various aspects was found at a moderate level (2.83). Overall, attitude had a positive relationship with a statistical significance level at .01. As a whole, there was a positive relationship between attitude via an individual group and use of agricultural media with a statistical significance level at .01. However, attitude via group was found at a high level which made the relationship ranked first. This was followed by attitude via an individual and attitude via mass respectively.