THE RELATIONSHIP BETWEEN ATTITUDES AND VIEWING BEHAVIOR OF " TUB TOH KAO" NEWS PROGRAMS

Abstract

The objectives of this quantitative research are to study the viewing behavior, attitude, and viewing behavioral tendency toward the “Thup To Khao” news program of Bangkok viewers, to study the relationship between the viewing behavior and attitude toward the program, and to study the relationship between the attitude and viewing behavioral tendency toward it. The finding reveals that the numbers of male and female samples are proportionally close, mostly 24-34 years old, with a bachelor’s degree and a personal monthly income of 15,001-30,000 baht. With regard to the overall behavioral tendency of the samples toward the “Thup To Khao” news program, it is found that their viewing has a significantly positive relationship with the overall attitude toward the program (r = 0.252). The viewing also has a positive relationship with the attitude toward the program in every aspect in a significant manner, with the highest seen in program contents (r = 0.273), followed by presentation methods (r = 0.230), news announcers (r = 0.221) and program production art (r = 0.212). The overall attitude toward the program has a positive relationship with the viewing behavioral tendency in every aspect in a significant manner (r = 0.841), with the highest seen in the news announcers (r = 0.828), followed by program contents (0.819), presentation methods (r = 0.773) and program production art (r = 0.755). The relationship is very high in every aspect.