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Demographic Influences on Digital Cultural Engagement and Economic Innovation Awareness: An Empirical Investigation



Author(s)

Yan Kan Yu

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DOI:10.17265/2328-2185/2025.04.003

Burapha University, Chonburi, Thailand

This study examines how demographic factors shape engagement with virtual cultural communities and awareness of emerging economic models. Using survey data from 202 participants, descriptive statistics, independent samples t-tests, and One-way Analysis of Variance (ANOVA) with Least Significant Difference (LSD) post-hoc analyses revealed significant influences of age, education, and occupation. No significant gender differences were found. Individuals aged 26-45 demonstrated higher virtual community participation (F = 3.439, p = 0.01) and emerging model awareness (F = 2.834, p = 0.026) than younger cohorts (18-25 years and below). Respondents with postgraduate education exhibited superior understanding of emerging economic models (F = 3.296, p = 0.022) and their nexus with cultural values (F = 6.196, p < 0.001) compared to those with lower educational attainment. Significant occupational variations existed in virtual participation (F = 4.001, p = 0.008) and economic model awareness (F = 5.611, p = 0.001), with enterprise employees and civil servants scoring higher than students and freelancers. These findings underscore the critical roles of life stage, educational investment, and professional context in shaping digital cultural behaviors and economic cognition, offering valuable insights for platform design, educational strategies, and policy development in the digital cultural economy.

virtual cultural communities, emerging economic models, cultural values, demographic factors, digital engagement, economic awareness, ANOVA