นวัตกรรมสื่อสารนิพนธ์
การวิจัยครั้งนี้เป็นการศึกษาโดยมีวัตถุประสงค์เพื่อพัฒนาเว็บไซต์และสื่อออนไลน์เกี่ยวกับประเพณีและวัฒนธรรมจีนในประเทศไทย (LookChine) โดยมีการนำเสนอข้อมูลหรือคอนเทนต์เกี่ยวกับการประกอบพิธีกรรมตามประเพณีและวัฒนธรรมจีนที่เป็นสิริมงคล รวมถึงความเชื่อเรื่องการเสริมดวงและความเป็นสิริมงคลจีน อีกทั้งมีบริการรับจัดเตรียมและจัดส่งสินค้า สำหรับการประกอบพิธีกรรมจีนเพื่อเป็นทางเลือกให้กับลูกค้าที่ไม่มีความรู้ความเข้าใจ หรือไม่มีเวลาในการจัดเตรียมอาหารและอุปกรณ์ในการประกอบพิธีกรรมจีน เป็นต้น คณะผู้วิจัยพัฒนาเว็บไซต์ตามองค์ประกอบ 3 ด้าน ได้แก่ ด้านการออกแบบเว็บไซต์ ด้านการพัฒนาเว็บไซต์ และด้านข้อมูลและเนื้อหาภายในเว็บไซต์
คณะผู้วิจัยสร้างแบบประเมินคุณภาพเว็บไซต์ LookChine สำหรับผู้เชี่ยวชาญจำนวน 3 ท่าน และนำผลที่ได้มาปรับปรุงและพัฒนาเว็บไซต์ให้มีประสิทธิภาพมากขึ้นแล้วนำไปสำรวจความพึงพอใจของกลุ่มตัวอย่างที่ทดลองใช้งานเว็บไซต์ LookChine จำนวน 400 คน และนำข้อมูลที่ได้มาวิเคราะห์และนำเสนอ โดยใช้สถิติเชิงพรรณนา ได้แก่ ความถี่ ร้อยละ ค่าเฉลี่ย และส่วนเบี่ยงเบนมาตรฐาน
ผลจากการสำรวจความพึงพอใจของกลุ่มตัวอย่างที่ทดลองใช้งานเว็บไซต์ LookChine พบว่า ภาพรวมความพึงพอใจของกลุ่มตัวอย่างอยู่ในระดับมีความพึงพอใจมาก มีค่าเฉลี่ยเท่ากับ 4.15 และส่วนเบี่ยงเบนมาตรฐาน 0.81
เมื่อพิจารณาในแต่ละด้านทุก ๆ ด้านอยู่ในระดับมีความพึงพอใจมากทั้งหมด สามารถเรียงลำดับได้ดังนี้ ด้านความสะดวกและประโยชน์ในการใช้งานเว็บไซต์ มีค่าเฉลี่ยเท่ากับ 4.20 ส่วนเบี่ยงเบนมาตรฐานเท่ากับ 0.79 รองลงมาคือ ด้านข้อมูลและเนื้อหาภายในเว็บไซต์ มีค่าเฉลี่ยเท่ากับ 4.14 ส่วนเบี่ยงเบนมาตรฐานเท่ากับ 0.81 และด้านการพัฒนาและการออกแบบเว็บไซต์ มีค่าเฉลี่ยเท่ากับ 4.10 ส่วนเบี่ยงเบนมาตรฐานเท่ากับ 0.83 ตามลำดับ
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