1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND

The Factors that Affecting to Rates of Adoption in Digital Television

*, ** ***
Phatthira Teeraswasdi, Sasithon Yuwakosol and Kritchanat Santawee

400

1) 2)
3)
.
61.8
: ,

Abstract
This research aims to study the factors affecting to rate of adoptions in Digital Television. The
research was done as quantitative method by using questionnaire collected from 400 data with Cluster
Random Sampling and Accidental Sampling from population in Bangkok. Data were analyzed by
Percentage, Mean and Multiple Regression Analysis. The result shown that the best model from MRA were
1) everybody in family accepted for changing to exposure TV Digital programmer, 2) concern about TV
Digital are suited for current audience and 3) for changing to exposure TV Digital by the government
policy and the support from Office of The National Broadcasting and Telecommunications Commission.
All of these were together prediction rate of adoptions by 61.8%
*

***

**

1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND
Keywords: Digital Television, Rate of adoption

SD HD
Widescreen
6
3 5 7
(./NBT) (TPBS)

(Digital Compression) 1 (8 MHZ)
10-15

6 48
(Social Media) (
, 2557)

(Interactive) VDO-on-Demand, (Mobile
TV), Smart TV Internet TV
Data broadcasting, Emergency warnings



(Content)
(Interactive services)

(Analog)

.

.
[39]

1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND



4
.
..2555
4 4 ..2555
1 2555-2559

4
3
3

80 5
.

16 2555
.





..2558 .
(Analogue Switch-Off: ASO)
(Digital Dividend)

2558-2563

.
..2555

/ (Innovation
Diffusion)

Katz, Levin Hamilton ( , 2542)

[40]

1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND

(Rogers and
Shoemaker, 1971)

1)
2)

400 6
1 66-67
(Multiple Regression Analysis)

1) (2556)
-
(Analog) (Digital)
(.) 48
12 12 () 24 ..2556
. 24
(Standard Definition: SD) SD 3 SD
7 SD 7 (High Definition: HD) 7



2) (Innovation diffusion)

/ (Innovation diffusion)

[41]

1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND
( .
2542: 18; Katz, Levin and Hamilton)


(Rogers and Shoemaker. 1971: 18)
4

3)
5
(Relative advantage) (Compatibility) (Complexity) (Trial
ability) (Observe ability) (Rogers, 1983)

219 54.8
181 45.3 20-24 191 47.8
25-29 78 19.5 277 69.3
117 29.3 305 76.3
72 18.0 15,00120,000 147 36.8 20,001-25,000 86
21.5 203 50.8
197 49.3

1 250
62.5 5-6 87 21.8
1-2 190
47.5 2-3 144
36.0 109
27.3 39 9.8

1) 4
202 50.5
155 38.8 2) 48
12 12 () 24 171 42.8
[42]

1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND
162 40.5 3)
199
49.8 133 33.3 4)
254 63.5
105 26.3 5) .
690
288 72.0 83 20.8 6)
2558 2559 169
42.3 157 39.3

1)
( 3.98 ) 2)
( 3.95) 3)

( 3.87) 4)
( 3.83) 5)
( 3.79) 6)

( 3.93) 7)

( 3.79) 8)
( 3.84) 9)
(
3.75)


1) 2)
3)
. 3
61.8 (Adjusted R2 = 0.618)

[43]

1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND
1

SE

1) 8.29
0.60

Adjusted R2 = 0.319 = 82.409

1) 7.15
0.53

2)

8.554
0.74
2
Adjusted R = 0.487 = 52.910
1) 6.95
0.46

2) 7.86
0.64

3) 5.21
0.44

.

Adjusted R2 = 0.618 = 37.242

Beta
0.56

t
13.69

p
0.00

0.48

13.39

0.00

0.41

11.49

0.47

15.04

0.38

12.19

0.36

11.68

0.00

1) 2)
3)
.



3 1)
2)
3)


( , 2553)
Matthew
[44]

1st National and International Conference on Administration and Management

January 30, 2015, KU Home, Bangkok, THAILAND
Miles ( , 2550) 1)
2)
3)
4) 5)

. 2557.
.
.
. 2556. Digital: . .
. 2550.
. 5 2557. www.edtech-research.edu.ku.ac.th/pdf/2550/902.pdf.
. 2542. :
. ( ),
.
. 2553. : .
, .
Rogers, E. 1973. Communication strategies for family planning. New York: the Free Press.
Rogers, E. and Floyed, S. 1971. Communication of Innovation: A Cross-Cultural Approach. New York:
Free.

[45]