Farmers' behavior on agricultural media exposure in collaborative farm model extension system project (rice), Pang Mu sub-district, Mueang Mae Hong Son district, Mae Hong Son province
2019
Runglawan Ranjawanna(Chiang Mai University, Chiang Mai (Thailand). Faculty of Agriculture. Department of Agricultural Economics. Program in Agricultural Extension and Rural Development) E-mail:[email protected] | Suraphol Sreshthaputra(Chiang Mai University, Chiang Mai (Thailand). Faculty of Agriculture. Department of Agricultural Economics. Program in Agricultural Extension and Rural Development) E-mail:[email protected] | Panuphan Phapatigul(Chiang Mai University, Chiang Mai (Thailand). Faculty of Agriculture. Department of Agricultural Economics. Program in Agricultural Extension and Rural Development) E-mail:[email protected] | Thanachai Pankasemsook(Chiang Mai University, Chiang Mai (Thailand). Faculty of Agriculture. Department of Plant Science and Natural Resources. Program in Horticulture) E-mail:[email protected]
The objectives of this research were studying factors related to farmers' behavior on agricultural media exposure. The samples were farmers in collaborative farm model agricultural extension system project (Rice), Pang Mu Sub- district, Mueang Mae Hong Son District, Mae Hong Son Province, 107 farmers. Datas were collected by between January- March 2019. Data were analyzed using descriptive statistics include frequency, percentage, mean, maximum, minimum, standard deviation and using inferential statistics to test hypothesis by multiple regression analysis. The result found that the most of farmers are male, age of 59.13 years, and study in primary level. The members in their family are around 3.64 people per a family. Their occupation is planting. Most of them have another occupation is a hired worker. The area that use to farming area belongs to the household around 4.85 rai, the rented area around 2.77 rai, They get earnings average was 77,602.80 baht. The results' behavioral for media exposure found that the frequency was at a low level (average 2.28) and the period of time for agricultural media exposure was low (average 2.08) As for the period of time for agricultural media exposure, it was found that farmers received information from pubic media the most during 06.00-12.00 am. Receiving information from electronic media during 6:01 to 20:00 pm. And receiving information from activity media during 06:00 to 12:00 am. The hypothesis testing found that age and occupation outside the agricultural sector are negatively correlated with the behavior of agricultural media exposure. With statistical significance 0.05 and having positive media correlated with behavior of agricultural media exposure with statistical significance 0.05. This research has suggested the ministry of agriculture and cooperatives including other agencies using of media and develop agricultural media consistent with the farmers? behavior of agricultural media exposure and needs of farmers in Collaborative Farm Model Extension System Project (Rice), Pang Mu sub-district, Mueang Mae Hong Son district, Mae Hong Son province
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