Influence of AI News Anchors on News Consumption Behavior of Nakhon Pathom Rajabhat University Students.

Abstract

This research aims to: 1) study the perceptions and attitudes of Nakhon Pathom Rajabhat University students toward artificial intelligence (AI) news anchors, and 2) investigate students' news consumption behavior regarding news presented by AI journalists. This quantitative study utilized a sample of 400 Nakhon Pathom Rajabhat University students selected via stratified random sampling. The research instrument was an online questionnaire. Data were analyzed using percentages, means, and standard deviations. The findings revealed that the overall perception and attitude toward AI news anchors were at a high level (mean = 3.88). The aspect with the highest rating was the accuracy of information (mean = 3.96), while attractiveness received the lowest score (mean = 3.67). News consumption behavior regarding AI journalists was also at a high level (mean = 3.88), with watching the content until the end yielding the highest average (mean = 3.97). Furthermore, the sample groups tended to follow news agencies more if AI news anchors were utilized (mean = 3.91). Key areas identified for improvement include credibility, human-like communication, and operational transparency. The study recommends developing robust fact-checking systems, enhancing natural emotional expression, and disclosing the use of artificial intelligence to build trust among consumers.