其他摘要：The objectives of the study on the result of media strategy toward decision of organ donation are 1) to study motivation strategy in organ donation campaign media publicized on YouTube in the period of 2012-2016, and 2) to study the result of organ donation campaign media toward organ donation of the viewers classified by motivation strategy in 20-25 years aged higher education level students. This research is quantitative research. The finding of the studying result indicated that the applied motivation strategy of organ donation campaign media consists of three aspects including rational strategy, emotional strategy, and social, moral, and environmental strategy, with average total viewers of 132,126 times, average total likes of 1,957.097 times, average total dislikes of 24.871 times, total media acquiring positive and negative opinions of 16 media and 2 media, and maximum number of media publicized on YouTube in 2016 (13 media), 2013 (5 media), 2014 and 2015 (3 media in each year), respectively. According to the studying result of media toward the viewer’s decision of organ donation, under selection of media which is the representative of the application of three different motivation strategies, the finding indicated that all of three types of motivation strategies affected the viewers to have improved tendency and attitude on organ donation. Organ donation media applying rational strategy maximally affected the viewers to show their intentions to donate organ.
关键词：บริจาคอวัยวะ / กลยุทธ์ของสื่อ / สื่อบริจาคอวัยวะ / การตัดสินใจ /Organ Donation / Media Strategy / Organ Donation Media / Decision
