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Articles 8611 - 8640 of 89110
Full-Text Articles in Communication
Deepfakes, Shallowfakes, And The Need For A Private Right Of Action, Eric Kocsis
Deepfakes, Shallowfakes, And The Need For A Private Right Of Action, Eric Kocsis
Dickinson Law Review (2017-Present)
For nearly as long as there have been photographs and videos, people have been editing and manipulating them to make them appear to be something they are not. Usually edited or manipulated photographs are relatively easy to detect, but those days are numbered. Technology has no morality; as it advances, so do the ways it can be misused. The lack of morality is no clearer than with deepfake technology.
People create deepfakes by inputting data sets, most often pictures or videos into a computer. A series of neural networks attempt to mimic the original data set until they are nearly …
The Writing’S On The Wall: Using Multimedia Presentation Principles From The Museum World To Improve Law School Pedagogy, Cecilia A. Silver
The Writing’S On The Wall: Using Multimedia Presentation Principles From The Museum World To Improve Law School Pedagogy, Cecilia A. Silver
Dickinson Law Review (2017-Present)
Law school pedagogy is a relic. Nearly 150 years after Christopher Langdell pioneered the case method, the typical doctrinal course remains predominantly a verbal domain, featuring lectures, Socratic dialogue, and final exams. But the visual disconnect between legal education and legal practice does students a disservice. Under the proliferating influence of laptops, iPads, smartphones, and Zoom, students now read, work, and study electronically more than they ever have before. So instead of business as usual, it’s time to embrace “visualization”—using multimedia to enhance, or even supplant, the near-exclusive reliance on language—to build a more vibrant and inclusive learning environment.
Law …
Accustomly Intermarried: Racial/National Intermarriages And Their Negotiation Of Family Celebrations, Jori Adrianna Nkwenti
Accustomly Intermarried: Racial/National Intermarriages And Their Negotiation Of Family Celebrations, Jori Adrianna Nkwenti
All Graduate Theses, Dissertations, and Other Capstone Projects
Previous quantitative works gives a decent account for the predictors of racial/national intermarriages, and qualitative research finds that intercultural couples negotiate their racial, national, religious, class, and cultural differences within the context of their intimate relationships and the broader stigma of the social world. However, no scholars, to my knowledge, have looked intently at this intersection of interracial and international intermarriages. Related, scholars have not dissected how these couples negotiate their family celebrations-despite research showing the importance of celebrations to family well-being. Through autoethnographic reflexivity, and in-depth interviews with a convenience sample of 4 individuals married to a spouse of …
An Examination Of Trust In News Mediums By College Students: A Comparison Of Egypt And The Usa, Karim Soliman
An Examination Of Trust In News Mediums By College Students: A Comparison Of Egypt And The Usa, Karim Soliman
Electronic Theses and Dissertations
Polls have shown a decline in trust in the USA when it comes to trust in Media. This study looks at if trust in news mediums really does matter. The study also compares a sample from USA to Egypt. The study finds that American college students have more trust in traditional news media but use it less than newer forms such as social media. The Egyptian sample has high trust in social media and low trust in traditional news media that are normally under the influence of the Egyptian government. The frame works used are the uses and gratification theory, …
Corporate Activism Best Practices In The Age Of Social Media, Fransisco Flores
Corporate Activism Best Practices In The Age Of Social Media, Fransisco Flores
Theses and Dissertations
Corporate activism, or the act of corporations speaking out on sociopolitical issues, has become more common with technological advances and social media access. Corporations’ role in society has evolved to include non-economic functions that aim to improve societal conditions. Despite corporations fulfilling additional societal roles, they face increased scrutiny from shareholders and stakeholders alike. Speaking out on social issues or staying silent causes ripple effects amongst their internal and external networks. Speaking out on social media while working for a private or publicly traded corporation can be challenging as it entails weighing a wide array of conditions, stakeholder desires, and …
’Make It More Fun’: Residence Life Employees’ Insights On Hosting And Advertising Outreach Programs For Undergraduate Students, Kristen S. Shuyler
’Make It More Fun’: Residence Life Employees’ Insights On Hosting And Advertising Outreach Programs For Undergraduate Students, Kristen S. Shuyler
Faculty Scholarship
What can library workers learn about student-centered programming and outreach from student employees who design, advertise, and lead programs for college students as part of their employment in a student housing or residence life department? This study draws on cognitive work analysis to understand how employees of the Office of Residence Life (ORL) at a public research university host outreach programs for students. Fourteen interviews were conducted and analyzed to ascertain the definition and purpose of RA-led programming, challenges in this work, and strategies for overcoming challenges. Findings indicate that as these student employees do their programming work, they build …
The Impact Of Facebook Affordances On Doomscrolling Behaviors During The Relational Dissolution Process, Emma Williams
The Impact Of Facebook Affordances On Doomscrolling Behaviors During The Relational Dissolution Process, Emma Williams
Electronic Theses and Dissertations
The affordances provided by social networking sites (SNSs) impact how different social media platforms are used. Facebook has unique affordances such as ease of use, community, information seeking, escapism, and common interests that impact Facebook use. Interpersonal electronic surveillance, categorized as doomscrolling for this study, is a behavior of continuous scrolling and consumption of negative content. Facebook affordances, paired with digital artifacts from terminated relationships, create an environment for doomscrolling (IES) behavior. Building off of the “grave-dressing” and “resurrection” stages of relational dissolution, I examined the relationships of these Facebook affordances with doomscrolling (IES) behaviors through an online survey (N …
Audio Virology And Affect Contagion In The Times Of Preemptive Power And Sonic Futurism: The Sonic Warfare Of Fatima Al Qadiri, Aram Kavoossi
Audio Virology And Affect Contagion In The Times Of Preemptive Power And Sonic Futurism: The Sonic Warfare Of Fatima Al Qadiri, Aram Kavoossi
Media and Cultural Studies Honors Projects
This project examines the State’s use of sound technologies in particular to conjure affects facilitative of the maintenance and control of human bodies and political activities. In tension with this current, it will also study the subversion of sonic war machinery by cultural workers and musicians in the production of transnational political solidarities against the state militarization/securitization of life and preemption/commodification of death–a socio-economic paradigm fed by the (neo)colonial underbellies of capitalist modernity, from the Transatlantic Slave Trade to the colonization and military exploitation of the ‘Middle East’.
Religious Violence And Twitter: Networks Of Knowledge, Empathy And Fascination, Samah Senbel, Carly Seigel, Emily Bryan
Religious Violence And Twitter: Networks Of Knowledge, Empathy And Fascination, Samah Senbel, Carly Seigel, Emily Bryan
School of Computer Science & Engineering Faculty Publications
Twitter analysis through data mining, text analysis, and visualization, coupled with the application of actor-network-theory, reveals a coalition of heterogenous religious affiliations around grief and fascination. While religious violence has always existed, the prevalence of social media has led to an increase in the magnitude of discussions around the topic. This paper examines the different reactions on Twitter to violence targeting three religious communities: the 2015 Charleston Church shooting, the 2018 Pittsburgh Synagogue shooting, and the 2019 Christchurch Mosque shootings. The attacks were all perpetrated by white nationalists with firearms. By analyzing large Twitter datasets in response to the attacks, …
Will The Real News Reporters Please Stand Up?: A Study Of Bias In The Media, Hannah Claussen
Will The Real News Reporters Please Stand Up?: A Study Of Bias In The Media, Hannah Claussen
Mahurin Honors College Capstone Experience/Thesis Projects
The goal of my project is to define what news media bias is and examine its history and the effects it currently has on our country and democracy. I will examine its electoral effects as well as how media bias has contributed to lower trust in the news media as a whole.
My project will consist of a general news story on the subject of media bias; a smaller news story focusing on the history of media bias and public perception of the press; an abbreviated research paper on newspaper endorsements and their efficacy in a modern news landscape; and …
Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers
Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers
Mahurin Honors College Capstone Experience/Thesis Projects
The Suzanne Vitale Clinical Education Complex (CEC) at WKU provides services to many individuals and families affected by autism spectrum disorders and other developmental delays and disabilities. As a nonprofit organization, the clinic relies heavily on donations and fundraisers as sources of income. One of the CEC’s primary fundraisers is the annual LifeSkills Run/Walk for Autism. This event is held each April during autism awareness month, at the Bowling Green Ballpark, providing an opportunity for the community to support the clinic in an enjoyable way.
For an honors capstone experience, the author promoted the 15th annual LifeSkills Run/Walk for Autism …
The Rite Of Becoming, Pilar Von Hummel
The Rite Of Becoming, Pilar Von Hummel
CGU Theses & Dissertations
The body is a term that has been vastly manipulated but never fully trapped. The body is in constant transformation and movement, always becoming. Catherine Malabou claims that our bodies are plastic, meaning they have the capacity to give and receive form as well as to explode. Plasticity which has an element of temporality is resistance, it is multiple and transformational. What are the conditions of possibility for the body to transform? Art resists and dance as art resists with the body: its main medium is the body. I claim that dance as art is a site to put plasticity …
Inclusion Of The Mobility Impaired In Our Community: Ask First!, Jeffrey M. Heinz Dds, Msd
Inclusion Of The Mobility Impaired In Our Community: Ask First!, Jeffrey M. Heinz Dds, Msd
The Journal of the Michigan Dental Association
This DEI Series feature article provides a unique perspective on the inclusion of individuals with physical disabilities, focusing on mobility impairment, in the dental profession and community. The author, a paraplegic orthodontist, shares personal experiences and challenges, shedding light on the importance of considering physical disabilities in dental offices. Navigational difficulties in compliant yet wheelchair-unfriendly spaces are discussed, urging practitioners to have contingency plans. The article emphasizes the significance of etiquette in assisting individuals with disabilities, encouraging respectful communication and asking before offering help. Practical insights on dental chair usage and transfer assistance are provided, promoting a more inclusive environment …
Effects Of Perceived Reach On Ratings Of Media Bias, Quality, And Agreement, Matthew Sedlacek
Effects Of Perceived Reach On Ratings Of Media Bias, Quality, And Agreement, Matthew Sedlacek
Dissertations and Theses @ UNI
The hostile media effect refers to individuals’ tendencies to perceive seemingly neutral news coverage as biased against their stance (Vallone et al., 1985). Research has shown this effect in partisan politics, with liberals and conservatives perceiving bias in information presented from the opposing side. The current study examined the effects of liberal or conservative and small or large audience news source manipulations on liberals’ and conservatives’ perceptions of media bias and the relationship between partisan identity and perceptions of bias. Three hundred and sixty participants read a news article presented with either a Fox News, CNN, PatriotNewsDaily, or The Progressive …
Children’S Digital Citizenship Project: Your Perspectives: A Report For Children, Harrison See, Kylie Stevenson, Emma Jayakumar, Phoebe Zeng
Children’S Digital Citizenship Project: Your Perspectives: A Report For Children, Harrison See, Kylie Stevenson, Emma Jayakumar, Phoebe Zeng
Research outputs 2022 to 2026
This report talks about a teamwork project between the LEGO Group, the Australian Research Council (ARC) Centre of Excellence for the Digital Child (Digital Child) and Edith Cowan University (ECU).
In 2022, the LEGO Group, ECU and Digital Child researchers teamed up to ask children and adults in India, Korea and Australia about digital citizenship. We collected all this information together and compared our results, and then made some suggestions about how we can all do things better to help kids be safer, smarter, and happier online.
Children’S Perspectives Of Digital Citizenship In India, Korea And Australia: Report Of Findings From Children’S Digital Citizenship And Safety Roundtables, Kylie Stevenson, Emma Jayakumar, Harrison See, Yeonghwi Ryu, Shruti Das
Children’S Perspectives Of Digital Citizenship In India, Korea And Australia: Report Of Findings From Children’S Digital Citizenship And Safety Roundtables, Kylie Stevenson, Emma Jayakumar, Harrison See, Yeonghwi Ryu, Shruti Das
Research outputs 2022 to 2026
This report presents data and findings from Phase Two of the research project Digital Safety and Citizenship Roundtables. In this phase, which focuses on children’s perspectives of digital safety and digital citizenship, three child-focused, play-based roundtables were held in Seoul (Korea), Delhi (India) and Perth (Australia) respectively in the months of June and July 2022, with 48 children in total contributing their perspectives. Qualitative data was collected from these child participants through 90-minute play-based roundtables featuring three sections: a short introductory drawing activity using prompt cards; a discussion regarding the children’s understanding of digital citizenship; and a LEGO play activity …
Positive Family Relationships In A Digital Age: Hearing The Voice Of Young People, Nicola F. Johnson, Zoe Francis
Positive Family Relationships In A Digital Age: Hearing The Voice Of Young People, Nicola F. Johnson, Zoe Francis
Research outputs 2022 to 2026
This study focused on young people's perspectives about family relationships and how they can be strengthened or weakened through digital media practices. Located in Melbourne, Australia, 20 participants aged between 13 and 17 years were interviewed about how digital devices and practices shaped the way they interacted with family. The thematic analysis points to the young people's commitment to family cohesion. This was demonstrated through responsible use of social media, admitting the need for device-free time, acknowledging the challenges of being online, and their sense of responsibility as a family member, which informed and shaped the way they individually acted.
An Analysis Of Success And Popularity Of Thai Boy Love Series Among Chinese Fan, Yueying Zheng
An Analysis Of Success And Popularity Of Thai Boy Love Series Among Chinese Fan, Yueying Zheng
Chulalongkorn University Theses and Dissertations (Chula ETD)
The Thai Boys Love series has gained popularity since the 2010s, notably in China. Chinese fans have demonstrated their ability to popularize the Thai Boys Love series by translating and reediting the material, as well as by purchasing goods promoted by their favorite celebrities and going to events hosted by the brands. This research aims to examine the success and popularity of the Thai Boys Love series among Chinese fans and to analyze Chinese fandom and fan economy, as well as their economic effect. As a result, this research used a mixed methodology that included textual analysis on the text …
Cultural Materialism Theory & The Kardashian Family, Jaylin Redman
Cultural Materialism Theory & The Kardashian Family, Jaylin Redman
Capstone Showcase
Raymond Williams popularized cultural materialism theory and used it to help understand cultural texts and their contribution to society. This theory is used to understand societal interactions and cultural shifts. This includes areas of society such as economics and politics. We focus on the Kardashian family as a cultural product used to influence society, using cultural materialism theory to understand them.
An Initial Investigation Into Parental Perceptions Surrounding The Impact Of Mobile Media Use On Child Behavior And Executive Functioning, Stephanie C. Milford, Lynette Vernon, Joseph J. Scott, Nicola F. Johnson
An Initial Investigation Into Parental Perceptions Surrounding The Impact Of Mobile Media Use On Child Behavior And Executive Functioning, Stephanie C. Milford, Lynette Vernon, Joseph J. Scott, Nicola F. Johnson
Research outputs 2022 to 2026
Children demonstrate increasing early engagement with mobile media facilitated by its portability and interactivity. Parents are known to employ a range of mediation strategies for mobile media use but continue to have limited awareness about the impact of mobile media on their child’s executive functioning. Mobile media use has previously been shown to be negatively correlated with the executive functioning development of a child; however, little is known of how parents approach their child’s mobile media use. This study employed a survey design (N = 281) to examine how parents access information related to mobile media and document their perspectives …
Exploring Scientists’ Perceptions Of Citizen Science For Public Engagement With Science, Stephanie A. Collins, Miriam Sullivan, Heather J. Bray
Exploring Scientists’ Perceptions Of Citizen Science For Public Engagement With Science, Stephanie A. Collins, Miriam Sullivan, Heather J. Bray
Research outputs 2022 to 2026
It is often assumed that citizen science is inherently participatory in nature. However, citizen science projects exist along a continuum from data contribution to full co-creation. We invited 19 biologists to explore their conceptions of citizen science. Almost all participants defined citizen science as involving non-scientists in data collection. This definition acted as a barrier for scientists who did not see how citizen science could suit their research objectives. While interviewees perceived many societal and experiential benefits of contributory citizen science, deliberate design is needed to realise the full potential of citizen science for public engagement
What Motivates Saudi Females' Intentions To Get Mammography? A Randomized Control Trial To Evaluate Effective Preventative Messages, Saleh Bin Khulayf
What Motivates Saudi Females' Intentions To Get Mammography? A Randomized Control Trial To Evaluate Effective Preventative Messages, Saleh Bin Khulayf
Theses and Dissertations
Background. In Saudi Arabia, breast cancer mortality is a public health concern where females often discover breast cancer at an advanced stage due to ignoring preventative testing such as mammography. While increasing mammography awareness is essential in Saudi Arabia, almost nothing is known about the effectiveness of health communication messages in mammography's context. This research tested whether exposure to Entertainment-Education (E-E) message or educational infographic messages would influence Saudi females' intentions to get mammography.
Method. This research relied on a randomized control trial among n=240 Saudi females older than 40. Respondents were randomly assigned to watch YouTube E-E message or …
Testing The Limits Of International Society? Trust, Aukus And Indo-Pacific Security, Jamal Barnes, Samuel M. Makinda
Testing The Limits Of International Society? Trust, Aukus And Indo-Pacific Security, Jamal Barnes, Samuel M. Makinda
Research outputs 2022 to 2026
When Australia reneged on a AUD$90 billion submarine contract with France in 2021 as it joined AUKUS, a new trilateral military partnership between Australia, the UK and the US, it was accused of lying and breaching France's trust. This perceived act of betrayal not only led to a deterioration in the diplomatic relationship between Australia and France, but it also drew attention to the consequences of violating the norm of pacta sunt servanda—agreements must be kept. Although it is recognized that breaches of trust undermine relationships, what has been underexplored is how a violation of norms can also undermine the …
A Proportionality-Based Framework For Government Regulation Of Digital Tracing Apps In Times Of Emergency, Sharon Bassan
A Proportionality-Based Framework For Government Regulation Of Digital Tracing Apps In Times Of Emergency, Sharon Bassan
Dickinson Law Review (2017-Present)
Times of emergency present an inherent conflict between the public interest and the preservation of individual rights. Such times require granting emergency powers to the government on behalf of the public interest and relaxing safeguards against government actions that infringe rights. The lack of theoretical framework to assess governmental decisions in times of emergency leads to a polarized and politicized discourse about potential policies, and often, to public distrust and lack of compliance.
Such a discourse was evident regarding Digital Tracing Apps (“DTAs”), which are apps installed on cellular phones to alert users that they were exposed to people who …
Difficult Dialogues At Laguardia Community College, Cuny, Ian Mcdermott, Caterina Almendral, Jacqueline A. Brashears
Difficult Dialogues At Laguardia Community College, Cuny, Ian Mcdermott, Caterina Almendral, Jacqueline A. Brashears
Open Educational Resources
This document summarizes the process of leading a difficult dialogues workshop. Supplemental files are attached, which include a script and slides. We recommend following the script to ensure the workshop is organized and follows the methods outlined below. These materials have served as the basis for an ongoing series of workshops at LaGuardia Community College in a variety of contexts, from faculty and staff discussing gender identity to student interactions at the College. Most recently and frequently, the workshop has been held for Student Success Mentors to help them navigate their relationships with the students they supervise and the professors …
Gender Performance And Political Identity At The January 6 Capitol Insurrection, Emma Elise Newton
Gender Performance And Political Identity At The January 6 Capitol Insurrection, Emma Elise Newton
Dissertations and Theses @ UNI
The January 6 Capitol insurrection was heavily documented with recorded videos and photos, across legacy and social media. Despite engaging in criminal acts, many participants recorded themselves participating in the attack and posted their videos to Parler, a right-wing alternative to Facebook and Twitter that gained traction among the far-right, QAnon conspiracy theorists, and white supremacy groups. These social media videos detail an interesting rhetorical dynamic at play, one that is not so recognizable in legacy media: performances of sex/gender. Analyzing videos uploaded to a conservative social media landscape provides a lens into performances of gender as it intersects with …
Media Framing Of Marriage Practices In Afghanistan, Hakima Afzaly
Media Framing Of Marriage Practices In Afghanistan, Hakima Afzaly
Dissertations and Theses @ UNI
Culturally, in Afghanistan, marriage is given much importance and seen as something that completes life. Through this study, I analyze how marriage practices, such as dowry (Mahr), bride price, and the “virginity ritual,” are described in newspapers and magazines of Afghanistan. In particular, I explore how the popular press, such as 8 Sobh and Khama Press in Afghanistan frame their discussion of marriage practices. The findings from this analysis reveal that newspapers and magazines of Afghanistan frame marriage as an economic issue and a major focus of the articles is on the financial pressure on poor families due to the …
Source Characteristics, Attitude, And Purchase Intention Toward Fashion Product With Inclusive Advertising, Diskul Skuldist
Source Characteristics, Attitude, And Purchase Intention Toward Fashion Product With Inclusive Advertising, Diskul Skuldist
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research was conducted in a quantitative manner. The research objectives were to explore and to test the relationships of source characteristics, attitudes toward inclusive advertising of fashion products and purchase intention toward fashion product with inclusive advertising among generation Z and Y with an inclusive model, Asianna Scott as a research subject. 213 respondents were acquired in total. The findings showed that Miss Scott received a positive score in all characteristics. The respondents indicated that they would have a positive attitude toward inclusive fashion advertising. The respondents also revealed that they would have a positive purchase intention toward fashion …
ทัศนคติด้านความหลากหลายและความเท่าเทียมทางเพศของผู้ผลิตและผู้รับชมสื่อซีรีส์วาย เรื่อง คินน์พอร์ช เดอะ ซีรีส์ (Kinnporsche The Series), ธนายุทธ ฐากูรอรรถยา
ทัศนคติด้านความหลากหลายและความเท่าเทียมทางเพศของผู้ผลิตและผู้รับชมสื่อซีรีส์วาย เรื่อง คินน์พอร์ช เดอะ ซีรีส์ (Kinnporsche The Series), ธนายุทธ ฐากูรอรรถยา
Chulalongkorn University Theses and Dissertations (Chula ETD)
รายงานนี้มีวัตถุประสงค์ดังนี้ 1) เพื่อศึกษาทัศนคติด้านความหลากหลายทางและความเท่าเทียมเพศของผู้ผลิตและผู้รับชมสื่อซีรีส์วาย เรื่องคินน์พอร์ช เดอะ ซีรีส์ (KinnPorsche The series) ในประเทศไทย 2) เพื่อศึกษาแนวทางในการผลิตสื่อซีรีส์วายที่มีเนื้อหาส่งเสริมความเข้าใจด้านความหลากหลายและความเท่าเทียมทางเพศ ผลการวิจัยพบว่า สื่อซีรีส์วายเรื่องคินน์พอร์ช เดอะ ซีรีส์ มีการนำเสนอถึงความหลากหลายและความเท่าเทียมทางเพศที่แตกต่างจากสื่อซีรีส์อื่นๆ เช่น ตัวละครที่บ่งบอกเพศที่เป็นเกย์อย่างชัดเจน เป็นต้น มีการให้ความสำคัญกับอาชีพและอำนาจแก่เพศหญิงและเพศหลากหลาย ในขณะเดียวกันกลุ่มนักรณรงค์และผู้รับชมมองว่ามีการนำเสนอที่ดีแต่ยังขาดมิติทางเพศหลากหลายอื่น ๆ ไม่ได้นำเสนอประเด็นปัญหาที่เกิดขึ้นจริงเท่าที่ควร ผู้มีส่วนเกี่ยวข้องทั้งหมดในอุตสาหกรรมซีรีส์วาย มีความเข้าใจในเรื่องความหลากหลายแลความเท่าเทียมทางเพศ มีทัศนคติในเชิงบวก กล่าวคือ มีการเปิดรับเรื่องความหลากหลายทางเพศ และยินดีหากทุกเพศได้รับสิทธิอย่างเท่าเทียมทั้งทางกฎหมายและสังคม จากผลการวิจัยพบว่า แนวทางในการผลิตสื่อซีรีส์วายในอนาคต ยังต้องคงไว้ในรูปแบบของสื่อบันเทิง เพื่อจรรโลงใจ ในขณะเดียวกันก็สามารถเปลี่ยนแปลงให้เข้ากับยุคสมัยและกระแสของสังคม โดยไม่ยัดเยียดเนื้อหา เลือกใช้วิธีการสอดแทรกที่แยบยล เช่น การปรับคาแรคเตอร์ของตัวละครหลัก ให้มีน้ำหนักความเท่าเทียมทางเพศใกล้เคียงกัน การเพิ่มความหลากหลายของเพศตัวละคร และที่สำคัญคือพยายามไม่สร้างภาพจำผิดๆให้กับสังคม
อิทธิพลของคุณลักษณะบุคคลและคุณลักษณะความเชื่อ ต่อพฤติกรรมผู้บริโภคกลุ่มวัยเริ่มต้นทำงาน, กัญญารัตน์ วิโรจนะ
อิทธิพลของคุณลักษณะบุคคลและคุณลักษณะความเชื่อ ต่อพฤติกรรมผู้บริโภคกลุ่มวัยเริ่มต้นทำงาน, กัญญารัตน์ วิโรจนะ
Chulalongkorn University Theses and Dissertations (Chula ETD)
การวิจัยเชิงสำรวจในครั้งนี้มีวัตถุประสงค์เพื่อศึกษา 1) คุณลักษณะบุคคล (ได้แก่ คุณลักษณะพื้นฐาน และคุณลักษณะประกอบ) คุณลักษณะความเชื่อ และพฤติกรรมของผู้บริโภคกลุ่มวัยเริ่มต้นทำงาน (ได้แก่ ด้านโหราศาสตร์ ด้านความเชื่อลางร้าย ด้านเครื่องรางนำโชค ด้านการพนัน ด้านการส่งเสริมการตลาด และด้านสลากกินแบ่ง) และ 2) อิทธิพลของคุณลักษณะบุคคลและคุณลักษณะความเชื่อ ต่อพฤติกรรมของผู้บริโภคกลุ่มวัยเริ่มต้นทำงาน โดยเก็บข้อมูลผ่านช่องทางออนไลน์จากกลุ่มตัวอย่างที่มีอายุ 23 – 29 ปี เป็นผู้ที่สำเร็จการศึกษาระดับปริญญาตรี และมีงานทำในปัจจุบัน จำนวน 403 คน ผลการวิจัยพบว่า คุณลักษณะพื้นฐานที่มีผลต่อคุณลักษณะความเชื่อของผู้บริโภคกลุ่มวัยเริ่มต้นทำงาน ได้แก่ ความต้องการด้านวัตถุ ความต้องการด้านร่างกาย และความไม่มั่นคงทางอารมณ์ ส่วนคุณลักษณะประกอบที่มีผลต่อคุณลักษณะความเชื่อของผู้บริโภคกลุ่มวัยเริ่มต้นทำงาน ได้แก่ การอยู่กับปัจจุบัน และคุณลักษณะความเชื่อ มีอิทธิพลต่อพฤติกรรมผู้บริโภคทั้ง 6 ด้าน ได้แก่ ด้านโหราศาสตร์ ด้านความเชื่อลางร้าย ด้านเครื่องรางนำโชค ด้านการพนัน ด้านการส่งเสริมการตลาด และด้านสลากกินแบ่ง โดยคุณลักษณะความเชื่อมีอิทธิพลต่อพฤติกรรมด้านโหราศาสตร์มากที่สุด