พฤติกรรมการใช้สื่อสังคมออนไลน์ผ่านอิทธิพลการสร้างแรงจูงใจและความพึงพอใจ ซึ่งส่งผลต่อประสิทธิภาพในการปฏิบัติงานของพนักงานบริษัทเอกชนในเขตกรุงเทพมหานคร

Abstract

The objective of this research was to study Social Media Behavior: The Mediating Effect of Motivation and Satisfaction on Working Performance of Private Companies in Bangkok. Sample sizes are 400 employees. This research was using questionnaire as a tool to collect data from sampling group. The statistics for data analysis are percentage, mean, standard deviation and multiple regression analysis. The study results revealed that most employees are females in age group of 27-33 years old, being single, bachelor’s degree graduated, They have an average income 20,001 - 25,000 Baht and having work duration 1-5 years. The overall Social Media Behavior, Motivation, Satisfaction and Working Performance all have a high level. The Overall Social Media Behavior factors to be able to affecting the Motivation factors and Satisfaction factors. The overall Motivation factors are able to affecting the Satisfaction factors and Working Performance factors. And the overall Satisfaction factors are able to affecting the Working Performance factors by the statistical significant level of 0.05