Farmer’s Opinion on the Utilization of Line Official Account Platform to Manage Durian Cultivation in Eastern Thailand

Abstract

     This research aimed to study 1) demographic characteristics of farmers, 2) media exposure of farmers on utilization to make decisions in managing durian cultivation, 3) the need for knowledge in managing durian cultivation through the use of the Line Official Account platform by farmers, and 4) information on the use of the Line Official Account platform by farmers in managing durian cultivation. The sample were 396 durian farmers in the Eastern region. Data was collected by using a questionnaire. Data were analyzed using frequency, percentage, mean, minimum, maximum, standard deviation, and chi-square test. The results of the research found that most farmers were male, with an average age of 36.88 years, and most of them studied at the secondary level. They had an average durian growing experience of 11.31 years, an average planting area of ​​18.78 rai, an average annual income of 6,039,744.96 baht, and an average annual expenditure of 1,845,616.16 baht. The results of the hypothesis testing found that level of education, durian growing experience, average annual income, average annual expenses, channels for receiving information, and farmers' need for knowledge in managing durian cultivation were related to farmers' use of the Line Official Account platform in managing durian cultivation at a statistical significance level of 0.01. Farmers' gender and planting area size were related to farmers' use of the Line Official Account platform in managing durian cultivation at a statistical significance level of 0.05. The problem faced by farmers’ lack of knowledge and in detail managing durian cultivation. The recommendation is relevant sector agencies should create modern media from the durian cultivation management database that farmers can access more easily than the existing media.