The uses and gratifications of food information sharing among househusbands and housewives on Facebook
การใช้ประโยชน์และความพึงพอใจในการแบ่งปันข้อมูลเกี่ยวกับอาหารของกลุ่มพ่อบ้านและกลุ่มแม่บ้านบนสื่อสังคมออนไลน์เฟซบุ๊ก
by Siras Pankow
Title: | The uses and gratifications of food information sharing among househusbands and housewives on Facebook การใช้ประโยชน์และความพึงพอใจในการแบ่งปันข้อมูลเกี่ยวกับอาหารของกลุ่มพ่อบ้านและกลุ่มแม่บ้านบนสื่อสังคมออนไลน์เฟซบุ๊ก |
Author(s): | Siras Pankow |
Contributor(s): | NIDA. The Graduate School of Communication Arts and Management Innovation |
Advisor: | Pornpun Prajaknate |
Degree name: | Master of Arts (Communication Arts and Innovation) |
Degree level: | Thesis |
Degree discipline: | Master of Arts (Communication Arts and Innovation) |
Degree grantor: | National Institute of Development Administration |
Issued date: | 6/7/17 |
Publisher: | NIDA |
Abstract: |
In this present research, the uses and gratification theory was used to examine househusbands and housewives’ needs toward food information sharing behaviors on Facebook. The respondents of this research were Facebook users, ages between 25 and 65 years old. Online survey were distributed to 414 respondents (131 male and 283 female) who joined food and cooking community Facebook groups which have more than ten thousand members. To be eligible for survey, respondent must share food information on Facebook fanpage at least one time in three months.
The findings demonstrated that househusbands and housewives have had a multiple screen behaviors which used smartphone as a tool to share information, followed by laptop, computer and tablet. Moreover, there were 5 usages patterns of food information sharing as described below;
1) Promotion and body of knowledge development—Househusbands and housewives updated food information for friends and social groups and shared their experiences of food, knowledge and information.
2) Social interaction and social acceptance-- Househusbands and housewives had conversation with friends and social groups and gained a sense of belonging to social groups.
3) Personal identity-- Househusbands and housewives uses Facebook group for raising awareness toward friends and social groups that they were interested in food and cooking and demonstrating their skills and potentials.
4) Entertainment -- Househusbands and housewives used Facebook group for fun and enjoyment
5) Marketing category—Privileges, promotions, discounts and special prices offers from brand were househusbands and housewives motives to use Facebook group.
In addition, the research revealed that uses of food information sharing were statistically related to food information sharing behaviors, and gratifications of food information sharing, at .05 significance levels. |
Description: |
NIDA, 2016 |
Subject(s): | Social Sciences |
Keyword(s): | ความเป็นพ่อบ้าน / ความเป็นแม่บ้าน / สื่อสังคมออนไลน์เฟซบุ๊ก / การใช้ประโยชน์ / การแบ่งปันข้อมูล |
Type: | Thesis |
Language: | th |
Rights holder(s): | NIDA |
URI: | https://repository.nida.ac.th/handle/662723737/5086 |
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