Factors Influencing the Viewer’s Exposure of Social Development Television Programs

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Namphung Kwaipun
Suchada Koomsalud
Phattaraporn Timdang
Wannarat Sriratna
Angkana Soparattanakul

Abstract

    The objective of this study was to examine factors influencing the viewer’s exposure of social development television programs. A quantitative research was applied for this study with a questionnaire on 400 viewers of social development television programs in Bangkok by purposive sampling. Data was analyzed by using statistical packages in descriptive statistics and multiple regression analysis. The results revealed that all factors influenced on view’s exposure of social development television programs in high level. The participants of the program having the highest influenced on the viewers followed by the content, the atmosphere of the program, the format for presenting, the moderators, and the purpose of the program. The multiple regression analysis showed that the factors influencing the viewer's exposure of social development television programs were 78.01% that was influenced by all factors above at a significant level of 0.05. that was the highest influenced as the content followed by the format for presenting, the purpose of the program, the moderators, the participants of the program and the atmosphere of the program.

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