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Guidelines for Developing TikTok Viewing Habits to Enhance Digital Media Usage Efficiency among Students of the Faculty of Management Science, Nakhon Pathom Rajabhat University |
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| รหัสดีโอไอ | |
| Creator | Marisa Sujittavanich |
| Title | Guidelines for Developing TikTok Viewing Habits to Enhance Digital Media Usage Efficiency among Students of the Faculty of Management Science, Nakhon Pathom Rajabhat University |
| Contributor | Wallapa Wichayawong |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2569 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 406-418 |
| Keyword | TikTok, Media Usage Behavior, Digital Media Literacy |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/18314 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | The purposes of this study were 1. To examine TikTok viewing behaviors. 2. To investigate the impacts resulting from TikTok usage. And 3. To determine development guidelines for enhancing digital media usage efficiency. This quantitative research utilized a survey method. The sample consisted of 400 regular TikTok users, selected through stratified random sampling based on academic year and major. The research instrument was a 5-point Likert scale questionnaire, validated for content validity (IOC) and reliability (Cronbach's Alpha). Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Research Findings 1. Viewing Behaviors: Students exhibited a high level of viewing behavior. They primarily selected content based on personal interests and typically used the platform at night. Using the platform for additional knowledge was also identified as a significant secondary behavior. 2. Impacts of Viewing: Overall impacts were at a high level. The most prominent negative impacts were the disruption of daily time management and a sense of social media addiction. Conversely, positive impacts included receiving beneficial educational content and support for supporting educational learning. And 3. Development Guidelines: Students strongly agreed with the proposed development guidelines. Priority was given to developing systems for filtering inappropriate content, followed by promoting mental health-related content and producing engaging academic material. The research suggests that educational institutions and stakeholders should develop content filtering mechanisms and time-reminder features to mitigate addiction and time-management issues. Policies should directly promote creative content-sharing activities and academic learning hubs on TikTok. Furthermore, digital literacy skills should be integrated into curricula and student activities to maximize learning efficiency and prepare students with the digital skills necessary for the future labor market. |
