Knowledge, Attitude and Use Behavior of TikTok Application of People in Chanthaburi Province
Keywords:
Knowledge, Attitude, Use Behavior, TikTok ApplicationAbstract
This research aims to (1) study the knowledge, attitude, and behavior of TikTok usage among people of Chanthaburi Province (2) seeks to compare the knowledge, attitude, and behavior of TikTok usage across different demographic groups within the province (3) examines the relationship between knowledge, attitude, and behavior in TikTok usage among the people of Chanthaburi Province. This quantitative study using a questionnaire to collect data from 400 people in Chanthaburi Province.
The research results found that: (1) People in Chanthaburi Province have a very high level of knowledge about the TikTok application. (2) People in Chanthaburi Province have a very positive attitude towards the TikTok application. (3) People in Chanthaburi Province have a high level of behavior in using the TikTok application. (4) People in Chanthaburi Province with different demographic characteristics. There were differences in knowledge about the TikTok application at the 0.01 level, including gender, age, education level, occupation, and monthly income. (5) People in Chanthaburi Province with different demographic characteristics have different attitudes towards the TikTok application, with statistical significance at the 0.01 level, including age, education level, occupation, monthly income and people in Chanthaburi Province with different demographic characteristics are having different attitudes towards the TikTok application with statistical significance at the 0.05 level, such as gender. (6) People in Chanthaburi Province with different demographic characteristics have different behavior towards the TikTok application, with statistical significance at the 0.01 level, including age, education level, occupation, monthly income and people in Chanthaburi Province with different demographic characteristics are having different behavior towards the TikTok application with statistical significance at the 0.05 level, such as gender. (7) Knowledge is related to the attitude towards the TikTok application among people in Chanthaburi Province. This relationship is statistically significant at the 0.01 level, indicating a positive but weak correlation. (8) Knowledge is related to the behavior of using the TikTok application among people in Chanthaburi Province. This relationship is statistically significant at the 0.01 level, indicating a strong positive correlation. (9) Attitudes are related to the behavior of using the TikTok application among people in Chanthaburi Province. This relationship is statistically significant at the 0.01 level, indicating a moderate positive correlation.
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