其他摘要：The purpose of this research was to study the social media literacy of undergraduates in autonomous higher education institutions in Bangkok: Chulalongkorn university, Mahidol university and Srinakharinwirot university. The samples were 449 students who are currently studying in year 1-4. The statistics used was exploratory factor analysis. The research instrument was a questionnaire with 60 question items using Likert scale (5 Likert Type scale). The research found that the factors of social media literacy of undergraduates in autonomous higher education institutions in Bangkok, the Kaiser-Meyer-Olkin: KMO was .924 which indicated that the items were appropriate in a very good level. In addition, Bartlett’s test of Sphericity, estimated with Chi-Square redistribution, was 10007.302, and the significant value was equal .000. The rotation elements with Varimax method can be categorized into 9 factors consisted of 1) awareness the effects of social media 2) verify accuracy of social media 3) differentiate information available in social media 4) analyze social media communication techniques 5) contribute to social media through information gathering 6) know the meaning of symbols used in social media 7) appraise social media’s values 8) select information on social media, and 9) use social media as domain for creative works.
关键词：วิเคราะห์องค์ประกอบ / การรู้เท่าทันสื่อสังคมออนไลน์ / factor analysis / social media literacy
