A Study of Media Exposure Behavior, Attitudes, and Satisfaction of Communication Arts Students at Pibulsongkram Rajabhat University Toward the Use of the ReadAWrite Application for Reading Online Novels

Abstract

This quantitative study aimed to: 1) analyze the media exposure behavior of Communication Arts students at Pibulsongkram Rajabhat University toward entertainment fiction through the ReadAWrite application; 2) assess their attitudes toward reading online novels via the ReadAWrite application; and 3) examine their levels of satisfaction with the application’s features and usability for reading online novels. The sample consisted of 218 students selected through stratified sampling and purposive sampling. Data were collected using an online questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The findings revealed that most respondents were female, aged between 18 and 22 years, were second-year students, and had an average monthly income of less than 5,000 baht. In terms of media exposure behavior, the respondents chose to use the ReadAWrite application primarily because it offered a wide variety of content. They most commonly read via mobile phones at their residences during nighttime and preferred novels presented in a combined chat-and-narrative format. Overall, their attitudes toward online novels were at a high level (mean = 3.93). The statement receiving the highest level of agreement was that the online novel industry should be further promoted and supported. Overall satisfaction with the application was also at a high level (mean = 3.98). The respondents were most satisfied with the reading-page layout, font size, and illustrations, which made on-screen reading more convenient and comfortable. In conclusion, the ReadAWrite application effectively meets students’ needs and aligns well with their digital lifestyles.