ประสิทธิภาพการสื่อสารของผู้ใหญ่บ้านจากการรับรู้ของประชาชนใน ตำบลคลองหอยโข่ง อำเภอคลองหอยโข่ง จังหวัดสงขลา

Abstract

The objectives of the study were to determine the levels of communication efficiency of village headman from the perception of residents in Khlong Hoi Khong Sub-district, Khlong Hoi Khong District, Songkhla Province, to compare the communication efficiency of village headman from the perception of residents in Khlong Hoi Khong Sub-district, Khlong Hoi Khong District classified according to personal factors, and to analyze communication factors affecting communication efficiency of village headmen in Khlong Hoi Khong District. The population was 377 residents aged 18 and over from 7 villages recruited using random sampling based on Yamane’s formula. The instrument of this quantitative research was a questionnaire, and the statistics used were frequency, percentage, mean, standard deviation, one-way ANOVA, and multiple regression analysis. The study found that the levels of communication efficiency of village headmen from the perception of residents in Khlong Hoi Khong Sub-district, Khlong Hoi Khong District, Songkhla Province were high. The comparison of the communication efficiency of village headman from the perception of residents in Khlong Hoi Khong Sub-district, Khlong Hoi Khong District classified according to personal factors revealed that the communication efficiency of village headman perceived by residents who were different in gender, age, marital status, educational level, and occupation was different but with no significance. However, the communication efficiency perceived by residents who were different in their village of residence was significantly different. The analysis of communication factors affecting the communication efficiency of village headman in Khlong Hoi Khong District found that message senders, communication channels, and message receivers affected the communication efficiency of village headman in Khlong Hoi Khong Sub-district.