Factors impacting the continued use of social media: a case study of senior citizens in Bangkok
Factors impacting the continued use of social media: a case study of senior citizens in Bangkok
au.link.externalLink | [Full Text] (http://www.assumptionjournal.au.edu/index.php/icesde/article/view/5050/3099) | |
dc.contributor.author | Yanisa Deeananlarp | |
dc.contributor.author | Chompu Nuangjamnong | |
dc.contributor.author | Kitikorn Dowpiset | |
dc.date.accessioned | 2021-07-06T07:14:53Z | |
dc.date.available | 2021-07-06T07:14:53Z | |
dc.date.issued | 2020 | |
dc.description.abstract | This study aimed to identify the factors affecting senior citizen users of social media in Bangkok, Thailand. The proposed of this research is also to determine the impact of user satisfaction on the continued use of social media. This study is quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistics to assess the reliability of the questionnaire analyze demographic information and testing the hypotheses. The surveys were distributed 400 sets to sample who are over 60 years old, live in Bangkok, and have used social media. The study results were the factor affecting on user satisfaction are utilitarian benefits and hedonic benefits at a significant level of 0.05, and further impacts continued use. | en_US |
dc.format.extent | 10 pages | en_US |
dc.format.mimetype | application/pdf | en_US |
dc.identifier.citation | AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era Vol. 1 No. 1 (2020), 542-551 | en_US |
dc.identifier.uri | https://repository.au.edu/handle/6623004553/24910 | |
dc.language.iso | eng | en_US |
dc.publisher | Assumption University Press | en_US |
dc.rights | This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner. | en_US |
dc.rights.holder | Assumption University | en_US |
dc.subject | Utilitarian benefits | en_US |
dc.subject | Hedonic benefits | en_US |
dc.subject | User satisfaction | en_US |
dc.subject | Continued use | en_US |
dc.subject | Social media | en_US |
dc.subject | Senior citizen | en_US |
dc.subject.other | AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era | en_US |
dc.subject.other | AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era -- 2020 | en_US |
dc.title | Factors impacting the continued use of social media: a case study of senior citizens in Bangkok | en_US |
dc.type | Text | en_US |
mods.genre | Journal Article | en_US |
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