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 The observed problem was outdated and unreliable information.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.
This paper explores the ideas, and cases based on research that emanate from the application of the contingency theory, resource-based views theory, and the institutional theory to cope with an abruptly changing paradigm. The paper attempts to provide a holistic view of the IR 4.0 impact on the business changes and the usage of technology in the education sector among Thais. This paper stresses the role of the educational sector by creating a shift from static into dynamic triggered by the intense competition in the Thailand markets. Keeping in view such a scenario organization should be pliable and enabled enough to transform existing resources into intellectual resources. This would result in the revitalization of the entire organizational human capital from leaders to teams, and individuals contributing to morally support employee well-being and this would strengthen the reaping extraordinary organization results in terms of output. All this is seen through the lens of IR 4.0 as applied to the current Thai business and education scenario.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.