A STUDY OF MEDIA USAGE BEHAVIOR AND MOTIVATION FOR USING SOCIAL MEDIA OF GRADUATE STUDENTS. COLLEGE OF LOGISTICS AND SUPPLY CHAIN

Abstract

The objectives of this research were 1) to study social media usage behaviors of
graduate students. College of Logistics and Supply Chain 2) to study the motivations for
using social media among graduate students. College of Logistics and Supply Chain The
sample used in this research was a group of graduate students, at College of Logistics and
Supply Chain Suan Sunandha Rajabhat University
This research is a quantitative research. The sample used in the research were graduate
students 400 students. The questionnaire is preliminary data by finding percentage, mean and
standard deviation.
The results of the study revealed that 1) Most of the samples were males. aged
between 17-25 years old, 2) Behavior of using social media in the form of accessing 6-7
hours/day, 3) Behavior of using social media for work within the organization. Overall, the
mean was at the highest level (x̅= 4.65, S.D.= 0.53). to work outside the organization. Overall,
the average was at a high level (x̅= 4.38, S.D.= 0.57). for personal use / Personal use. Overall,
the average is at a high level, which is (x̅= 4.30, S.D.= 0.54) and 4) the motivation within the
use of social media. Overall, the average was at a high level (x̅= 4.47, S.D.= 0.61). Extrinsic
motivation for using social media. Overall, the average was at a high level (x̅= 4.43, S.D.=
0.55).