Assessing Determinants of Public Perception on Satellite Internet in Thailand

Abstract

This paper delves into the various factors shaping public perception on satellite internet in Thailand, examining the interplay between demographic characteristics, internet usage behaviors, and social media engagement. The study utilized a quantitative research methodology to collect data from 1,200 Thai individuals who spent more than one hour daily online. Convenience sampling was employed to gather the sample. For data analysis, the study employed several statistical methods including percentages, means, and Analysis of Variance (ANOVA). ANOVA is used to analyze the variability within a regression model, helping to identify significant differences between groups. This approach provides a robust framework for understanding the impact of different factors within the data set. The study’s findings revealed that perceptions of satellite internet are significantly influenced by several factors. Older adults and males, along with users of desktops, tablets, and wearable devices—who benefit economically—are more inclined to adopt it. Similarly, active users of Facebook and TikTok, as well as those using the internet for educational or professional purposes, also show a higher intention to use satellite internet. In contrast, individuals with higher education, higher income, and frequent YouTube users may perceive less benefit, reducing their likelihood to adopt this technology. These insights can guide targeted strategies to foster adoption where the potential is greatest.