A Study of Online Media Viewing from The Office of Educational Technology among Undergraduate Students of Ramkhamhaeng University

Abstract

The objectives of this research were: (1) to study the online media consumption behaviors from the Office of Educational Technology among undergraduate students at Ramkhamhaeng University, and (2) to examine their needs for consuming such online media. The methodology employed in this study is mixed methods research. The sample group consisted of 400 undergraduate students from years 1–4

1) The results revealed  that both the behaviors and needs of undergraduate students in consuming online media from the Office of Educational Technology were at a high level. Online media consumption behaviors significantly differed by gender, age, and year of study. The popularity of online media platforms varied, as follows: (1) Facebook – high level, indicating its widespread use among students. (2) YouTube – highest level), serving as the primary channel for content consumption. (3) Instagram – high level reflecting popularity for visual and short video content. (4) X (Twitter) – moderate level), suggesting limited but existing use. (5) Line – high level commonly used for receiving news and information. (6) TikTok – high level showing strong popularity for entertainment and concise content.

2)  The findings highlight the diverse behaviors and needs of undergraduate students in consuming online media from the Office of Educational Technology. These insights can serve as a guideline for improving media development and communication channels to be more effective and responsive to target audiences.