SOCIAL MEDIA USAGE AND POLITICAL EFFICACY AFFECTING ON CIVIC ENGAGEMENT
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This research had the following objects: 1) to survey and study the level of personal factors online media usage, political knowledge and participation in the civil sector. 2) to study the relationship between personal factors online media usage, political knowledge and participation in the civil sector. and 3) to explain and forecast the online media usage, political knowledge and participation in the civil sector. The sample consisted of 318 people living in Ubon Ratchathani province, Yasothon province, Roi Et province and Amnat Charoen province. Research instrument were questionnaires. The analysis statistic are frequency, percentage, mean, standard deviation, t-test and F-test analysis, and multi regression analysis. The results present that 1) Most of the samples in this study were female. Aged between 18-25 years old, studying at the vocational level, and having a wage career at the same time. Characteristics of never online media usage engaged in public or charitable activities before and prefers to use Facebook no more than 30 minutes at a time, and has never sent political messages or uploaded political news or political information, as well as never expressing political opinions through online media usage and never received any political knowledge through online media. In addition, it was found that most of the samples of this research had online media behaviors without ever participating in politics through online media usage and never pressed Like their favorite pages. They also never received political news through online media, never posted political news, and had no opinion or comment at all. 50.9% of political knowledge and participation in the civil sector Overall, it was at a moderate level ( = 2.75). 2) Personal factors classified by age and education level can account for the statistically significant co-variances in online media, public activity (R2 = .14), time spent each time (R2 = .11), and transmission of political messages or images (R2 = .08). which explains, the personal factors that had a statistically significant impact on online media, consisted of age and education. It had an impact on public activities at 14% on the time of use each time 11% and on the transmission of political messages or images by 8%. By online media usage in public activities had a 10 percent influence on political literacy and 7 percent on civic engagement. Time spent online media usage had a 2% impact on political literacy and had an impact on civic engagement. 4 percent forwarding messages or political image It influenced 9% political knowledge and 12 percent civic participation. 3) Personal Abilities describe the common variance with external knowledge and political processes had a statistically significant influence on citizen political participation. With a common predictive coefficient of 92%.
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