Perception, Attitudes, and Response Behaviors Toward Buddhist Donation Content Communication via Social Media among Internet Users on the Facebook Platform

Abstract

This research aimed to study 1) the comparison between demographic characteristics and the perception, attitude, and response to content encouraging donations in Buddhism through social media, 2) the comparison between content perception and attitude towards communication encouraging donations in Buddhism through social media, and 3) the relationship between attitude and behavioral response to the perception of content encouraging donations in Buddhism through social media. The theoretical framework was based on the concepts of perception and attitude. The research instrument was a questionnaire distributed to 400 respondents. Statistical methods included percentage, mean, and standard deviation, along with hypothesis testing using ANOVA (Analysis of Variance), multiple regression analysis, and correlation analysis.
The findings revealed that 1. Demographic characteristics, gender, age, education, occupation, average monthly income, and place of origin showed significant differences at the 0.05 level in relation to perception, attitude, and response to donation-inviting content in Buddhism through social media. 2. Differences in age, occupation, place of origin, and income had a statistically significant effect at the 0.05 level on donation behavior through social media. 3. Attitude towards communication encouraging donations in Buddhism through social media was significantly correlated at the 0.05 level with behavioral response to the perception of such content. The findings suggest that social media can serve as an effective channel to promote behaviors aligned with Buddhist principles.