The Effective of Innovation Adoption in Online Meeting Learning on Media Use and Gratification from Bachelor Degree Student in Bangkok

Abstract

The purposes of this study were to determine 1) the innovation adoption rate in teaching and learning via online meeting format; 2) the media use and gratification with learning and teaching via online meeting format; and 3) the influence of factors in the adoption of innovation on media use and gratification with learning and teaching via online meeting format. The quantitative study was conducted by multi-stage sampling of 400 undergraduate students in Bangkok. Percentage, mean, standard deviation, one-way variance test, and multiple regression analysis were used to analyze the data. The results indicated that the overall mean rate of innovation adoption among the sample group was high (mean = 3.26, standard deviation = 0.69). The issue with the greatest mean was that the learning and teaching via the online meeting format contained a variety of channels at a high level (mean = 4.01, standard deviation = 0.94). The mean media use and gratification with teaching and learning via online meeting format were generally at a high level (mean = 3.33, standard deviation = 0.83). The point with the highest mean was that teaching and learning via online meeting format allowed students to study at home or anywhere at a high level (mean = 4.01, standard deviation = 1.06). However, the influence of innovation adoption factors included 1) the interest in changing to learning and teaching via online meeting format as a result of technological advancement and 2) the teaching and learning via online meeting format as a modern technology that can meet the learners’ needs. Both of these factors can mutally affect media use and satisfaction with teaching and learning via online meeting format by up to 65% (R-Square = 0.65).