Media Exposure, Utilization, Satisfaction, and Need for Service Business Information of Consumers in the Digital Economy Era

Abstract

The objectives of this research were: 1) to study the media exposure, utilization, satisfaction, and need for service business information of consumers in the digital economy era, 2) to examine the relationships between the media exposure, utilization, and satisfaction with service business information of consumers in the digital economy era, and 3) to present the problems, obstacles, and suggestions regarding digital media communication of consumers in the digital economy era. A quantitative survey research method was applied. The sample consisted of 400 consumers in Bangkok, ages 37-50 years, who were exposed to digital media on tourism service businesses, such as websites, Facebook, YouTube, Instagram, blogs, and Line. The research tool was a questionnaire, and the statistics used in data analysis were percentage, mean, and standard deviation. Hypothesis testing was done by using the Pearson product-moment correlation coefficient. The results showed that most respondents were female, ages 37-40 years, worked in private companies, and had an average monthly income of 10,001-20,000 baht. The majority of respondents were exposed to YouTube videos and Facebook pages on restaurant service. Service business information was used to satisfy their personal interests. Regarding satisfaction with business information, YouTube was found to be the most interesting form of digital media, whereas the other forms of digital media needed the right content. The observed problem was outdated and unreliable information. The hypothesis testing showed that media exposure behavior was significantly correlated (at 0.05 level) with the media utilization and satisfaction with service business information of customers in the digital economy era. Based on the results, it is suggested that digital media be used in new media convergence and modern marketing for better control of the accuracy and reliability of data in order to ensure that the creation and development of digital media in the service sector is consistent with the digital economic policy of the national government.