SILPAKORN UNIVERSITY JOURNAL OF SOCIAL SCIENCES, HUMANITIES, AND ARTS, Vol 15, No 2 (2015)

Selected Factors of Mae Fah Luang University Students’ Perception towards Lanna Arts and Culture

Tawipas Pichaichanarong




Abstract


The main objectives of this study were to examine the situations, to analyze selected factors and to investigate the perceptions toward Lanna Arts and Culture (LA&C) of Mae Fah Luang University (MFU) students. Data from 412 undergraduate student questionnaires were analyzed. Research findings were as follows: 1) Both all situations of selected factors in terms of Graphic Image and Photographic aspects were significantly at the .05 high level; 2) As a result of factor analysis, the following crucial components of LA&C were found: a) three components in Graphic Image [namely, Aesthetic, Advertising Value, and Northern Thai Arts and Culture], and b) three components in Photographs [namely, Visual Communication, Visual Culture, and Positive Persuasion] ; and 3) As a result of LA&C selected factors affecting persuasive communications of MFU students by Stepwise-multiple regression correlation analysis, it was found that: a) four crucial variables had influent to persuasion on Graphic Image at the .05 level of significance, 69.20 percent for predicting the variance of Graphic Images persuasion, namely Trustworthy, Likable, Attractive, and Beautiful. The best predictor of all four crucial variables was “Trustworthy”, 56.50% for predicting the Graphic Image persuasion
at the .05 level of significance; and b) five crucial variables had influent to persuasion on Photographs at the .05 level of significance, 56.60% for predicting the Photographs persuasion, namely Trustworthy, Likable, Noble, Northern Arts, and Attractive. The best predictor of all 5 crucial variables was “Trustworthy”, 45.80% for predicting the Photographs persuasion at the .05 level of significance.

Keywords: Selected Factors, Lanna Arts and Culture, Perception,
Persuasive Communication Theory, Graphic Images,
Photographs

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