ATTITUDES AND DIGITAL MEDIA EXPOSURE BEHAVIORS OF PROGRAM VIEWERS TOWARDS DIGITAL TV

Abstract

Abstract—The purpose of this study was to study the relationship between digital TV channel exposure, knowledge, attitude and behavior towards digital TV of digital TV viewers in Bangkok. This research is a quantitative research using a questionnaire as a tool to collect data from a sample of digital TV viewers living in Bangkok, aged 18 years and over, totaling 400 people. The statistics used in the analysis were mean, standard deviation and Pearson correlation coefficient. The results of the research revealed that digital TV viewers with sex, age, education level and occupations have different exposures to digital TV channels. In addition, the research found that viewers' knowledge towards digital TV was positively correlated with viewers' attitude towards digital TV at a moderate level. Attitude toward digital TV had moderate positive relationship with audience's behavior toward digital.