http://dspace.bu.ac.th/jspui/handle/123456789/676 ปริญญาเอก 2026-04-14T13:50:04Z http://dspace.bu.ac.th/jspui/handle/123456789/5923 Title: Equal voices of theatre: Investigating cognition, emotion and behavior of visually impaired audiences through playwriting and sound design Authors: Manussawee Puatrakul Abstract: The study explores the creation of a stage play paradigm tailored for visually impaired audiences, addressing a significant gap in knowledge and practice. The research is grounded in frameworks, including the Drama Therapy, the acknowledgment of disability as part of the human condition and the promotion of equal rights and opportunities as outlined by the United Nations’ Sustainable Development Goals. The stage play, Turn Left Turn Right: The Musical, was implemented with 15 Thai visually impaired individuals in Bangkok, Thailand, during October and November 2023. Adopting a qualitative approach, an observation was conducted during the stage play and in-depth interviews were conducted after the show. Data analyses reveal that five storytelling elements of the stage play script evoke exaltation and strong audience reactions, however sound is the most crucial element. The participants favor comedy, and narratives that are easy to follow yet contain unexpected endings. Findings not only fill academic gaps in understanding the paradigm for visually impaired stage play, but also enable creators to create impactful and inclusive content. Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 2024 2024-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/4975 Title: Online travel agencies in China: The impact of online reviews, trust, perceived risk, perceived ease of use, perceived usefulness and perceived enjoyment on purchase intention Authors: Hanxin Zhang Abstract: The purpose of this study is to better understand online consumer behaviour by analyzing these consumers' motivations and intentions leading them to purchase hotel rooms via online travel agencies (OTA). In particular, this paper seeks to demonstrate the impact levels of the following variables: electronic word-of-mouth (eWOM) (in the form of online reviews, or ORs), perceived risk (PR), trust (TR), perceived usefulness (PU), perceived ease of use (PEOU), perceived enjoyment (PE), and the dependent variable, purchase intention (PI). Quantitative research methods and structural equation modeling were applied in order to construct a conceptual model into which survey data collected from 438 respondents in China was then inputted. The results obtained using Structural Equation Model (SEM) analysis (significance level = 0.05) reveal four significant trends among the customers in the sample: (1) Online reviews and their three dimensions (volume (VO), valence (VA) and quality of online reviews (QA)) had a svignificantly negative impact on customers’ perceived risk, and a significantly positive impact on customers’ trust; (2) online reviews and the three dimensions thereof (VO, VA and QA) significantly affected purchase intention, as mediated by trust and perceived risk; (3) perceived ease of use significantly influenced both perceived usefulness and purchase intention; and, (4) perceived usefulness and enjoyment significantly influenced purchase intention. The results indicate that all of the independent variables could have significant impacts on online travel agency customers’ purchase intentions, and that these consumers’ attitudes and perceptions are critical factors affecting the motivation towards online hotel booking transactions, which in turn affects these tourists’ decision-making. The results of this study offer a valuable contribution to scholars’ efforts to address a critical knowledge gap in the field; further, this study proposes a potential framework for gaining a deeper understanding of consumer behavior and developing appropriate marketing strategies. Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 2021 2021-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/4787 Title: Health communication via Line and Thai seniors: Impacts of content type and message framing on audiences’ responses Authors: Opaporn Pasvekin Abstract: This research aims to investigate the strategies of health messages sent to Thai senior citizens in LINE application, and to examine whether health message strategies (content type and message framing) sent via LINE directly influence Thai senior citizens’ responses. A mixed research method (content analysis and survey) was used to find out the influences of health message strategies via LINE on senior audiences’ responses. Thirty-one health messages via two senior group LINEs (Young Happy and O-lunla Club) between September 8, 2018 and March 9, 2019 were analyzed to identify the category of health message strategies. Analysis results identified three categories of content type (informational, narrative, and mix of both) and three categories of message framing (gain-framed, loss-framed, and mix of both frames). 303 Thai senior citizens were purposively recruited from Thai senior schools and senior clubs to participate in an offline survey. Data were analyzed using frequency, mean, standard deviation, and Variance-based Structural Equation Modeling (VB-SEM) by applying the Partial Least Squares (PLS) technique. Analysis results suggest that a mix of informational and narrative messages was more persuasive. Gain-framed messages were more persuasive than loss-framed messages. Findings also reveal that health message strategies significantly influenced cognitive and behavioral responses, and that affective responses mediated the effect of cognitive responses on behavioral responses. Implications are provided for communication scholars, practitioners, and health promotion agencies to enhance the effectiveness of health messages targeting senior citizens. Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 2021 2021-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/4786 Title: Thai Millennials' Online Political Engagement: Investigating Mechanisms behind Their Motivation Authors: Poiluang Konsongsaen Abstract: This study used the mixed-method research to examine the motivation and engagement among the Thai millennials through online political communication on Facebook of news agencies. The online survey (n = 225) and focus group interview (n = 40) samples were Thai university students and first jobbers who regularly used Facebook and subscribed to news agencies on Facebook. Applying the Selective Exposure Theory, Spiral of Silence Theory, and Uses and Gratification Theory, the study examined whether samples’ selective exposure and willingness to self-censor influence their motivation for engaging with four types of political news content – 1) informational, 2) entertaining, 3) remunerative, and 4) relational content. The Multiple Regression analysis results showed that samples’ willingness to self-censor and selective exposure had an association with every engagement type of online political news content. The analysis of focus groups also revealed emerging themes that informants had motivations for engaging with relational and entertaining news content. Accordingly, this research proposed the journey of online political engagement on Facebook. These results are unique within the Thai Millennials generation, for which the context of Thai culture, law, and regulation during the period of conducting this research was further discussed. Future research should clarify the differences in motivation between generations. Description: Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 2021 2021-01-01T00:00:00Z