RELATIONSHIP BETWEEN AGE, AND INCOME AND

HEALTH MEDIA EXPOSURE, KNOWLEDGE, AND BEHAVIOR AMONG THAI PEOPLE

Smith Boonchutima BA, MA

(Advertising)

Department of Public Relations

Chulalongkorn University

Achara Bunchum B.N.S, M.Sc.

(Public Health)

The Office of Risk Communication for

Development Health Behavior

Department of Disease Control

OBJECTIVES

• to find the status and relationship between

age, and income and health media exposure,

knowledge, and behavior among Thai

people.

• Benefits

• The knowledge on this matter will lead to a

more effective strategic planning and

implementation of communication for

preventing and controlling diseases.

METHODOLOGY

• The survey method was utilized in

2012.

• The samples are 2,510 Thai people

aged over 15 throughout the country,

covering 25 provinces.

• Stratified and simple random

sampling

200 Samples in Each of 12 DDC and Bangkok

100 Samples 100 SamplesProvince withMore Health Risk

Province withMore Health Risk

50 Samples

Urban

50 Samples 50 Samples 50 Samples

Market,

Shopping

center,

Governors’

office, Utility

offices

12+12+12+14

4 Villages of

Different Health

Risks

12+12+13+13

Rural Urban Rural

Market,

Shopping

center,

Governors’

office, Utility

offices

12+12+12+14

4 Villages of

Different Health

Risks

12+12+13+13

N = 200 x 12 +200 = 2,600 95% Confidence Interval = .02

• Questionnaires of 5 Sections

1. Sex, Income, Zone, Education,

Occupation

2. Department of Disease Control’s Image

3. Health media exposure, Health

information

4. Health knowledge

5. Health behavior

• Quality

• 1) Validity and Reliability

• 2) Health knowledge test

• Difficulty test

• 2 items = very difficult

• 1 items = difficult

• 6 items = moderate

• 17 items = easy

• 19 items = very easy

• Discrimination test

• 42 items = High power

• 3 items = Low power

RESULTS: AGE AND INCOME

Age Respondent with knowledge Percentage

15 – 30 695 27.69

31 – 45 707 28.17

46 – 60 702 27.97

60+ 406 16.18

Total 2,510 100.00

Income Respondent with knowledge Percentage

<2,500 505 20.12

2,500 – 10,000 1321 52.63

10,001-20,000 439 17.49

> 20,000 245 9.76

Total 2,510 100.00

RESULTS: HEALTH MEDIA EXPOSURE

TV Radio Newspaper

N % N % N %

Everyday 1017 40.52 393 15.66 404 16.1

> 3 time/w 614 24.46 453 18.05 484 19.28

1 time/w 427 17.01 428 17.05 458 18.25

1 time/m 353 14.06 449 17.89 445 17.73

Never 88 3.51 729 29.04 661 26.33

Non-exist 11 0.44 58 2.31 58 2.31

Total 2,510 100.00 2,510 100.00 2,510.00 100.00

RESULTS: HEALTH MEDIA EXPOSURE

Leaflet Poster Internet

N % N % N %

Everyday 65 2.59 175 6.97 251 10

> 3 time/w 219 8.73 305 12.15 286 11

1 time/w 349 13.9 350 13.94 233 9.3

1 time/m 909 36.22 913 36.37 304 12

Never 892 35.54 675 26.89 1307 52

Non-exist 76 3.03 92 3.67 129 5.1

Total 2,510 100.00 2,510 100.00 2,510.00 100.00

RESULTS: HEALTH MEDIA EXPOSURE

Health Professionals Health Volunteers Family members

N % N % N %

Everyday 149 5.94 175 6.97 482 19

> 3 time/w 334 13.31 334 13.31 410 16

1 time/w 412 16.41 468 18.65 450 18

1 time/m 1092 43.51 960 38.25 669 27

Never 489 19.48 527 21 444 18

Non-exist 34 1.35 46 1.83 55 2.2

Total 2,510 100.00 2,510 100.00 2,510.00 100.00

RESULTS: HEALTH MEDIA EXPOSURE

Local leaders Local wisdom elite Monks/teachers Others

N % N % N % N %

Everyday 117 4.66 44 1.75 86 3.4 14 0.6

> 3 time/w 236 9.4 157 6.25 156 6.2 9 0.4

1 time/w 304 12.11 240 9.56 302 12 11 0.4

1 time/m 758 30.2 491 19.56 539 21 18 0.7

Never 981 39.08 1366 54.42 1290 51 6 0.2

Non-exist 114 4.54 212 8.45 137 5.5 2452 98

Total 2,510 100.00 2,510 100.00 2,510.00 100.00 2,510 100.00

RESULTS: KNOWLEDGE

Topic Respondent with knowledge Percentage

Dengue 782 58.9TB 1125 84.8

AIDS 914 68.9Diabetes 874 65.9High BP 569 42.9

Myocardial infarction 889 67.0Influenza 1176 88.6Diarrhea 757 57.1Alcohol 1221 92.0Tobacco 659 49.7

Total 993 74.8

N = 1,327

RESULTS: BEHAVIOR

Topic No. of Respondent with

appropriate health behaviorPercentage

Food 1,793 71.4

Avoidance of Respiratory Disease 626 24.9

Use of Toxic and Chemical Waste 1,126 44.9

Use of electronic appliances 2,153 85.8

Pest Control Product 2,216 88.3

Mosquito Breeding site eradication 1,734 69.1

Spicy food consumption 1,015 40.4

Smoking 2,184 87.0

Alcoholic drink consumption 1,953 77.8

Exercise 1,594 63.5

Influenza 2,191 87.3

Diarrhea 1,838 73.2

Medical Checkup 1,042 62.2

N = 2,510

EXERCISE AND EXCUSESN=2,510 %

No. of people reporting that they regularly ‘exercise’ 1040 41.43

Frequency

Everyday 259 24.9

5-6 times/ w. 109 10.48

3-4 times/ w. 184 17.69

1-2 times/ w. 456 43.85

Others 21 2.02

Not answer 11 1.06

Duration

<30 mins 503 48.37

30-59 mins 336 32.31

> 1 hour 126 12.12

Other 4 0.38

Not answer 71 6.83

N=531 %

Don’t like it 66 12.43

Nowhere to do it 44 8.29

No friends to do it with 26 4.90

Don’t have equipment 29 5.46

Don’t know how to do it 25 4.71

Too busy 205 38.61

Lazy 112 21.09

Others 24 4.52

Not answer >2,000

N=2,510 %

Correct 208 8.3

Wrong 1985 79.1

Not sure 313 12.5

Not answer 4 0.2

MISCONCEPTION

Having light exercise reduces the high

blood pressure disease.

The correct answer is NO.

Only 280 of respondents (20.7%) exercise at

least 30 minutes at least 3 times a week.

Demographics Media exposure Health message Health knowledge Health behavior

Age -.123*** .052** .107*** .059**

Income -.062** -.041* .144*** -0.018

Correlation of age and income and media exposure,

health message, knowledge and behavior

*p ≤ .05, **p ≤ .01, ***p ≤ .001

Type of mediaHealth knowledge

r p-value

Mass media .003 .867

1. Television -.013 .518

2. Radio .001 .979

3. Newspaper -.022 .265

Materials -.021 .305

4. Brochures / flyers -.035 .084

5. Posters / Billboards -.009 .667

6. Internet -.017 .407

Personal -.002 .929

7. Public health officers -.009 .653

8. Public health volunteers -.022 .266

9. family members -.014 .477

10. Friends/relatives/neighbors -.012 .541

11. Village/district leaders -.032 .114

12. Local wisdom elite -.025 .213

13. Monks/teachers -.045* .023

Other media (news towers, mobile units, text messages, and telephones) -.056* .005

Correlation of amount of exposure to a particular type of

media and health knowledge

*p

≤ .

05

, *

*p

≤ .

01

, *

**

p ≤

.0

01

Predicators b Sb Beta t p-value

Food .528 .137 .103 3.867 >.001

Avoidance of Respiratory Disease .053 .101 .014 .529 .597

Use of Toxic and Chemical Waste .113 .042 .065 2.705 .007

Use of electronic appliances -.003 .038 -.002 -.073 .941

Pest Control Product .248 .141 .047 1.763 .078

Mosquito Breeding site eradication .167 .059 .076 2.803 .005

Spicy food consumption .053 .048 .027 1.092 .275

Smoking -.106 .079 -.035 -1.344 .179

Alcoholic drink consumption .019 .064 .008 .295 .768

Exercise .216 .046 .116 4.653 >.001

Influenza .033 .105 .008 .313 .755

Diarrhea -.010 .043 -.005 -.225 .822

Medical Checkup .105 .041 .064 2.573 .010

Adjusted R2 = .065 Constant = 1.874

*p ≤ .05, **p ≤ .01, ***p ≤ .001

bS 2R

Step of predicators R R2 R2 Standardized F

- Exercise .172*** 0.03 0.03 51.15- Exercise

- Food.220*** 0.048 0.018 42.353

- Exercise

- Food

- Mosquitoes’ breeding site eradication

.244*** 0.06 0.012 35.354

- Exercise

- Food

- Mosquitoes’ breeding site eradication

- Use of chemical and toxic waster

.254*** 0.064 0.004 28.691

- Exercise

- Food

- Mosquitoes’ breeding site eradication

- Use of chemical and toxic waster

- medical checkup

.262*** 0.069 0.005 24.575

*p ≤ .05, **p ≤ .01, ***p ≤ .001