Media literacy concerning an online health product distribution of people living in Mueang District, Chiang Mai Province, Thailand
DOI:
https://doi.org/10.14456/dcj.2020.7Keywords:
media literacy, health product, internetAbstract
This research aims to study media exposure behaviors, media literacy and factors affecting media literacy on health product distribution on the internet of people in Mueang District, Chiang Mai Province. Data was collected by using questionnaires and analyzed by descriptive statistics, inferential statistics, content analysis, and thematic analysis. The results of media exposure behaviors showed that most of the people are exposed to the media every day, use smartphone and spend 30 minutes to 1 hour each time for media exposure or purchasing products. The purpose of purchasing health products is product trials, most of the people purchase food supplements 1-2 pieces at a time and the average value is 1,300 Baht. In addition, the analysis of media literacy and personal factors affecting media literacy found that overall, media literacy of people is at a moderate level (x ̅ = 3.26±0.74). Gender and medical condition of people have no effect on media literacy (p=0.77 and 0.92, respectively), while age, education, and monthly income of the respondents have a statistically significant effect on media literacy (p=0.02, 0.00, and 0.02, respectively).
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