Consumer behavior and factor as influenced by Korean entertainment media of teenager in Mueang District, Chiangmai Province

By
Ms. Chmanana Wonkboonma
491660009

Present to
Assoc. Kunsuda Nimanussornkul

This paper is partial fulfillment of the course 751409
Research Exercise in Economics

Semester 2 Year 2009
Faculty of Economics, Chiang Mai University

2

Research Summary
1. Name and Surname
Student code

Chamanan Wonkboonma
491660009

2. Title

Consumer behavior and factor as influenced by Korean entertainment of teenager in Mueang District, Chiangmai Province

3. Statement of the problem
Korea has become a stream of new waves of cultural globalization era in addition to Japanese and Chinese culture. Cultural influences that have spread in the West mephitis characteristics unique to different cultures in Korea, this does not mean that in the past cultural prosperity but now means the world to manufacture a new culture (Modern society) to comply the current generation and also a mixture of old world with new world seamlessly, enabling the industry have begun a cultural growth and change and making new forms of culture. Currently the word "Korea" stands for fashionable and stylish in Asia, which is largely due to
South Korea's close ties with Western culture, while maintaining Asian values and themes. Korean culture is currently influencing to consumers in Thailand, especially the Korea entertainment is very influential to the young consumer that considered a significant combined with the modern Korean culture to infiltrate in all entertainment media from countries such as Korea fashion, make up, Locations etc. Provide education with an interest in consumer behavior, influencing consumer entertainment from Korea especially to study behavioral imitation of Korea culture from Korea entertainment media among sample of Thai teenager living in
Chiangmai area who ever or never watch Korean drama, movies, listen to Korean

3

music and eat Korean food. And study about factors that influencing to consumption goods from Korean entertainment media.
4. Purpose of the study
1. To know about the Consumer behavior as influenced by Korean entertainment media.
2. To know the most influence factor that consumer are favors from
Korean entertainment media.
5. Research Method
1. Research technique
By collected the data from sample group and collected accidental sampling by questionnaire and analyze data
2. Sample Group
People example group of this research is Thai teenagers living in Chiangmai, age between 15-25 years old and collecting the questionnaires of 400 people.
3. A tool that use analysis
- The proportion or percentage profoundly be nominal scales by follow the character and the property use the data of sample group
- Average quantitative data is a real data

4

6. Results
This study found that majority of respondent were female (67.5%), 1520 years old (65%), education bachelor’s degree (50%), Occupation are student
(90%), having average income of 3,001-5,000 baht per month (44.75).
On consumer’s behavior the sample who ever consumed the product as influenced by Korean entertainment media (80%). Most of them thought influenced factor to consume from Korean entertainment media are to much
(48.25%).Consumer received Korean entertainment media from internet
(78.1%) and most of then ever seen Korean movie/series (90.6%), purchased
Korean music product (56.2%), bought Korean cosmetic (75%), bought
Korean clothing (79.2%) and ever consumed Korean food (62.5%)
The study found that the most influenced factor because consumer are interest in Korean singer, then second are interest in Korean actor and actress and third satisfied factor which advertisement. From the Chi-square appear found that consumer’s gander have a relationship with Korean entertainment media and consumer’s salary have a relationship with consumer ever consumed as influence by Korean entertainment media.

5

Acknowledgement
I would like to express my gratitude to my teacher; Assoc kunsuda nimanussornkul who gave me the possibility to complete this research by any helpfulness suggestions and inspects the mistake from beginning through finished.
I would like to thank all of my teachers in Faculty of
Economics, Chiang Mai University who gave me knowledge that applies to use in the study.
Moreover, I appreciated to my family and my friends who always support and help me to do my research successfully.

Chamanan Wonkboonma
Code: 491660009
Student of Economics Bilingual
Program
February, 2010

6

Chapter 1
Introduction

1.1 Rational and statement of the problem
The world is not enough production to demand and development of technology leads to a production cycle is never ending competition with output and consumption by the terms to needs of people and could not make the system survive longer form of vertical customers. The new way has been through various forms of domination in order to create effects and making every generation can cause consumption today even that abstract it can sell at noticeable and the flow now is popular culture processes or marketing strategies that use culture as a selling point cause a market-oriented culture. Which flows through the show really was a mechanism been used before by Western domination in the form of cultural goods and services that flow over the past time has evolved in the Western domination of world politics, society, economy, foreign affairs until the process is most important cultural domination is sent through the products and services to make creating value. In the age of Globalizations the world is limitless cause a shuffle of good and a crossing borders of culture. That brings a flowing of good and culture from one country to other one country or from one hemisphere to the other one country. A trend of
Americanization was ever occurred several decades ago. That might a firstly formed of procedure to sell good to insertion seeps of American culture by Hollywood is a produce .When the development of information technology was bond. That result in an exchange in information, knowledge and technology cause improvement of knowledge areas and competitive business.
From the current decline of western trend coupled with the unlimited transmission of information and knowledge. That resulting in reduced flow popular in the Western culture. Because flow model is a new Asian culture .When many countries in Asia are developing. Asian culture has become to the world focus and more. China in particular is considered superpower in Asia and the first country in

7

Asia to grow cultures from China to countries through the media. Later the flow of
Japan is more and more cause a value of good and makes a good image of Japan as much. But still can not connect with the very concrete economic value. Until the flow from the small country that UNESCO has ranked as one of the dozens of poor countries last year. Country through a war again and again and be stuck with history to feel bitter decades. This is Korea.
The changing status of Korean industrial and agricultural country into the international community because that influenced by Western nations need to make conservation of cultural properties, enabling Korea to declare policies that promote the culture of this policy. Korea has been established for these organizations especially promote Korean culture to the world community and the current flow in popular culture. Korea was ranked in the top 10. Flow of world culture while the U.S. is number one and number two in Japan. If looking back to see in the view of Thailand that current popular. The culture in Korea is the top of all that because media will focus on Korean culture. It holds that Korea has achieved much in making the culture of their country as the acceptance of foreign, especially Thailand.
The Korean wave first began in the early 1990s with the film industry under the strict surveillance of the Korean government. Producers were only allowed to screen films approved by certain regulations citation needed. Due to censorship and restrictions, producers were limited as to what they were able to produce, giving birth to the melodrama. Such melodramas are now ubiquitous, and are commonly viewed not only in South Korea, but in much of Asia as well. The Korean wave or Korea fever is seen as a product of globalization and rise of capitalism in Asia. Advent of giant transnational media corporations in the 1990s lead to development of media technology and simultaneous circulation of media images and texts on a global level.
This process prepared a system for the manufacture and circulation of popular culture within Asia. This made circulation of South Korean popular culture in Asia possible, and driven by the appeal of upscale hyper-modern lifestyles that South Korean popular culture provided the Korean Wave spread among the rising middle-class in
Asia and beyond.

8

Currently Korea has become a stream of new waves of cultural globalization era in addition to Japanese and Chinese culture. Cultural influences that have spread in the West mephitis characteristics unique to different cultures in Korea, this does not mean that in the past cultural prosperity but now means the world to manufacture a new culture (Modern society) to comply the current generation and also a mixture of old world with new world seamlessly, enabling the industry have begun a cultural growth and change and making new forms of culture. Currently the word "Korea" stands for fashionable and stylish in Asia, which is largely due to South Korea's close ties with Western culture, while maintaining Asian values and themes. South Korea's
"soft power" therefore extends to the material and spiritual spheres. Samsung and LG and televisions are symbols of a coveted consumerism for many Chinese. Christianity, in the evangelical form adopted by South Korea deployed throughout China, is finding
Chinese converts despite Beijing's efforts to stop the spread of the religion. Unlike
Japan and United States, which have a poor image in Asia due to strong anti-Japanese sentiment and anti-American sentiment throughout Asia, South Korea is seen much more positively among Asians. It acts as a filter for Western values, experts say, making them more palatable and consumable to Chinese and other Asians. Korea can access to consumers in both domestic and international because. A few years later
Korea culture has spread to Thailand both from the films, Korean TV drama, music, and fashion apparel, cosmetics, Food, especially celebrities and Korean singer.
Figure 1 Number of Thai tourists to travel in Korea

Years

Quantity (person)

Changes (percentage)

1997

21,344

-20.2

1998
1999
2000
2001
2002
2003
2004
2005 Jan -April
2005
2006

27,505
35,605
61,465
44,964
54,027
55,075
68,402
47,795
89,000
110,000

28.9
29.4
72.6
-26.8
20.2
1.9
24.2
29.3
30.1
23.6

Source: Tourism Authority of Thailand, 2006

9

From figure 1 show that numbers of Thai tourists are more growing in every year because of using popular drama series stimulate foreign tourist market to draw tourism revenues.
The achievement of current popular culture in Korea mentioned has led to the creation of business benefits and the amount of such business. Tourism, restaurants,
Korean fashion, cosmetics, health products, online game, movie, star, singer, Korean drama, Korea language school because consumers have many choices to consume a goods. Many people make up and Korea made a hair color like Korea star. Some people learn Korean just to be able to see Korean drama and music deeply. Some people go to Korea to do surgery.
From the above examples indicate that Korean culture is currently influencing to consumers in Thailand, especially the Korea entertainment is very influential to the young consumer that considered a significant combined with the modern Korean culture to infiltrate in all entertainment media from countries such as Korea fashion, make up, Locations etc. Provide education with an interest in consumer behavior, influencing consumer entertainment from Korea especially to study behavioral imitation of Korea culture from Korea entertainment media among sample of Thai teenager living in Chiangmai area who ever or never watch Korean drama, movies, listen to Korean music and eat Korean food. And study about factors that influencing to consumption goods from Korean entertainment media.

1.2 The objective of the study
1. To study the Consumer behavior as influenced by Korean entertainment media. 2. To study influencing factors to consumption from Korean entertainment media. 10

1.3 Purpose of the study
1. To know about the Consumer behavior as influenced by Korean entertainment media. 2. To know the most influence factor that consumer are favors from Korean entertainment media.

1.4 Scope of this study
This research to study the Consumer behavior as influenced by Korean entertainment media among sample of Thai teenagers that living in Chiangmai, age between 15-25 years old .The quantity research by collecting the questionnaires of
400 people. I separate the research into three sections. The first ask about general, second ask about the consumers behavior influenced by Korean entertainment media and the last sector asks about influence factor that consumer are fever from Korean entertainment media

1.5 Mythology
1. Research technique
By collected the data from sample group and collected accidental sampling by questionnaire and analyze data
2. Sample Group
People example group of this research is Thai teenagers living in Chiangmai, age between 15-25 years old and collecting the questionnaires of 400 people.
3. A tool that use analysis
- The proportion or percentage profoundly be nominal scales by follow the character and the property use the data of sample group
- Average quantitative data is a real data

Chapter 2

Literature Review

2.1 Theory
1. Consumer behavior Theory
1.1)

Law of demand
We used about demand for illustrated intend for consumers and

function of demand illustrated relation between the persons who want to buy and variables. The function is
Q = f (A1, A2, A3, A4, A5, A6, …………)
Q = Quantity
A1 = Price
A2 = Style (taste)
A3 = Popularity
A4 = Income
A5 = Promotion
A6 = Others
Assumed that the consumers would like to buy satisfied good and service
(depend on if consumer who willing to pay). From figure show that demand relationship of consumer.
Figure 2.1 Demand relationship

Source: investopedia.com

Law of demand is inverse relationship between price (P) and quantity (Q) and we are able summarize;
1. If price of product is increasing (consumer will find a substitute good (substitute good often lower price) and if a substitute goal gets a higher satisfied the consumers will choose it. However, if substitute good unable give you more higher first product, sometime the consumers must be accepted this price. Show in figure 2.2
Figure 2.2 Demand for substitute good

Price of product

Consider about substitute goods and services

Satisfied
Satisfied

Consumed substitute good
Turn back to consume first product and accepted price for increase Source: investopedia.com

2. In increasing in price, income is effect to decision to consume the quantity of good and service also.
1.2) The Buyer – Decision Process
In process for decision making has a 5 steps.
- Need arousal or problem recognition The started point procession is the consumers are realize about problem and stimulated want occur. The consumers’ stimulation want motivated in body and marketing manager able to set up by themselves. The marketing manager must know how to use the factors stimulation.
- Information search and evaluation They will to seeking information about the products characteristic, price and marketing. The resources of consumer divided 4 groups; personal, trading, publishing and experiment.
- Purchasing Processes When the consumer received the data, they will use the data to choose awn product.

13

-

Buying decision After assess to buy own product, the consumer will

consume with they wants and consider comparison with another product. Another effect of factors are socialize and situation with buying.
-

Post-purchase processes If they got a product and got a higher satisfaction,

they will turn back to buy it again. It can show in figure 2.3
Figure 2.3 Decision Process
Problem Recognition

Information search and evolution

Feedback

Purchasing Processes

Post-purchase processes
Source: investopedia.com

1.3)

Marketing (Consumer behavior model)

Consumer behavior model is the study of motivation of purchasing decision. In figure 2.4 show that consumer behavior model.
Figure 2.4 Consumer behavior model
Stimulus

Choosing response

Markets

Others

-

production

-

economics

Black

-

price

-

technology

box

-

sale

-

politics

-

promotion

-

culture

-

production

-

brand

-

dealers

-

purchase timing Buyers

amount

Buyers decision

-

cultural factors

-

knowing problem

-

social factors

-

searching data

-

psychological factors

-

estimating

-

buying

-

feeling after buying
Source: investopedia.com

14

According to the above figure is showing the behavior of humanities in society depend on needs, a consequence of previous action is Motivation on buying and made the humanities gets a modern Utility. The basic of this theory is found that the behavior by Walters occurred. Walters had found the period for decision to consumer got an effect from wants, motivation, acknowledge. Moreover, there are get an eternal effect is income family business society and culture.

2. The Marketing Mix Theory (The 4 P's of Marketing)
Marketing decisions generally fall into the following four controllable categories:
-

Product

-

Price

-

Place (distribution)

-

Promotion

Product - An object or a service that is mass produced or manufactured on a large scale with a specific volume of units. A typical example of a mass produced service is the hotel industry. A less obvious but ubiquitous mass produced service is a computer operating system. Typical examples of a mass produced objects are the motor car and the disposable razor.
Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
Promotion – Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principle elements together, which is common in film promotion. Advertising covers any communication that is paid for, from television

15

and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional
Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $131 to $130.99 would be considered a tactical change, potentially related to a promotional offer.
The “Marketing Strategy” is decisions that determine how to achieve marketing’s goal (build and maintain a preference for a company and its products) in a particular target market, through the selection and application of marketing mixes.
The “Marketing Mix”, originally known as “The Four Ps”, is a combination of product, price, place [distribution], and promotion activities that are applied to a particular target market. The general idea is to combine (mix) the variables to generate an optimal, positive, and desired response in the target market. Diverse and numerous combinations of marketing methods, modes, and techniques can be selected and applied to create a marketing mix. The marketing strategy is mostly determined by roles (who focus on the promotion element of the marketing mix) in the marketing communications department with contributions from other corporate departments, notably the product marketing department.

16

2.2 Literature review
Arisa Withawaskul(2006) This thesis is employing a qualitative methodology in researching not only on relate documents but also through primary information via an in depth interview with the following parties: Korea Tourism – Supporting Manager,
Head of public Relations, Public Relations Department of Tourism Authority of
Thailand ( TAT);program Acquisition Officer of the television channel 3;Editor from
Siam-Inter Multimedia Publishing PLC ; Editor from Taiwan-song Publishing; A
Travel Agent who arranges tour specifically following Korea drama’s trails; Film
Critiques; professional Writer of stage Plays; Korea national who live and work in
Thailand; and fan of the “A Jewel in the Palace” Fan club in Thailand totaling 53 key information. The objective of this study is to understand the public relation approaches uses to promote the Republic of Korea’s images to television drama “A jewel in the in the Palace”. In addition, it also aims to study the Republic of Korea‘s appearance that is neatly blended in Korea dramas and to study the major factors the generate the “Korea fever” trend from “A Jewel in the Palace”. The research results show the Korea dramas are successfully implemented as one of the nation’s public relation tools of the Republic of Korea. As they can support and create the image of the country by introducing “Cultural Products” such as help promoting the republics of Korea in other ways. For The republics of Korea’s appearance that is blended in the
Korea drama “A jewel in the Palace”, the research shows that it successfully strikes to the audiences feeling in a positive way of The Republics of Korea’s image and additionally, attracts more interests in and good impression to The republics of Korea which including other Korea’s drama. Initially, the promotion campaigns that help boost up the drama’s image is strategically implemented though the cultural way of
Korea. Also the other factors inducing the Korea effect from the drama “A jewel in the Palace” is the outstanding performance of the actors and actresses as well as the entertaining of the plot itself, of which, result in the rising trend of the Korea Drama’s
Trails Tour.

17

Saksit Watchararat(2006) The influence of a movie advertises Coke(Cola) follow
Korea fever at have the making a decision shops for consumer aim group in
Phitsanulok Municipality. The object of this research to study arriving on influence of the movie advertises Coke (Cola) follows Korea fever and behavior/the attitude in consuming Coke(Cola) of consumer aim group in Phitsanulok Municipality.
Questionnaire was used to collect the data with the sample random sampling from 2 aim group . There were teenage (15-25 years) and working age (26-35 years) in
Phitsanulok Municipality. The data was analyzed with measurement frequency statistic, percentage value and other arrangement. The study on ensuing behavior in
Coke(Cola) consumption resulted the there are no difference significantly between 2 expectant group. There is the same favorableness in the branding black carbonate soft drink (Cola) so call Coke. Those informants drink costs are in the range of 11 – 20 baht at this time. The famous packaging is can which 325 cc. loading. They usually buy at 7-11 convenient stores. When they feel thirsty? Good taste and tingling sensation are the reason why they choose the Coke (Cola). For the result on influence of the Shinwa’s Coke dance, the movie advertises Coke (Cola) follow Korea fever that making a decision shops for consumer aim group in Phitsanulok Municipality, it was found that by using mass media a movie advertise TV/cable TV will high influential goods buying consumer to consume and it created mass idea media,
Coke(Cola) enhances the taste for every meal or the slogan of “ Coke with FoodDance”. It is recognized and creates both of trend Korea litter motivation and the making a decision to buy Coke (Cola) drink. The prominent and recognizable points are from the music, dance and presenter. It was included by copy the behavior expression and party atmosphere f target group consumer. Based on the result of this research, it was concluded that the using of the advertisement, which broadcast via
TV/cable TV and current Korean Fever are highly influence the Coke consumption.
Chutima Chunhakarn (2007) The purpose of this research is to study behavior imitation of Korea culture form Korean entertainment media among sample of the
Thai teenagers living in Bangkok and perimeter area, age between 15 – 25 years old,

18

who watch Korean dramas, movie, and listen to Korean music. I separated to research into two sections. The first was the quality research by using the interview of the group of eight Thai teenagers. The second one was quantity research by collecting the questionnaire of 400 people. The research result was found that most of Thai teenagers exposure to Korean entertainment media in the medium level. The samples accept the Korean songs the most by playing them more than two hours a day, everyday. The most important reason of exposure Korean media is that they like
Korean singers and actors. And they have neutral opinions about Korean culture. Most of Thailand teenagers have the imitative behavior from Korean entertainment media in low level and they imitate Korea fashion in medium level. Actor and singers are the key factor for Thai teenagers to be imitated and think that it is ok to have plastic surgery to make them look like Korean superstar. Moreover, drama and movie affect
Thai teenagers to try Korean food and influence them to visit Korea. The result of hypothesis was found that the exposure of Korean entertainment media and the imitation of Korean culture from the Korean entertainment media are relate and the attitude of Korea culture and the imitation of Korea culture from the Korean entertainment media are relate.
Pattamol Tiwanol (2007) This research study is qualitative research which study the entertainment and fan club websites for 5 websites: www.popcomfor2.com, www.jkdramas.com, www.rainthailand.net

and

www.tvxq-thailand.com.

The

objective of the research are to study the characteristics of the Korean centered cultural globalization that are reflected on the websites, the cultural identity that are presented on the websites including uses and gratifications, cultural learning and cultural assimilation of the websites users. The researcher classified to users in 2 group which are the group of users who do not participate and the group of users who participate in websites. The research methodologies include content analysis and indepth interview of the webmasters from the 5 studied websites and 30 users. The analysis and interview were conducted during January to May 2007. The research finds that 5 studied websites reflects cultural globalization of which South Korea in the center the websites were used as the medium in diffusing the Korean culture and the websites also played a role in cultural hybridization. The websites’ policy

19

production process and presentation of the websites also suppose the South Korea cultural products and South Korea tourism which in turn strengthened the position of transnational entertainment companies from Korea. As for the Korea identity that presented on websites, the research finds that the cultural identity is presented through the content of the youth subculture by the South Korean stars. Aspects which are evidently presented are outside appearance, music, value and lifestyle, as for uses and gratification, the users show high uses and satisfaction from the websites. They also learn Korean culture and assimilate some cultural aspects. The users are also found to admire South Korean entertainment, South Korean stars and Korean cultural identity.
The majority of them do not directly imitate it but they will adapt and apply the identity in the appropriate occasion including outside appearance, music, value and lifestyle by using their own social and cultural capital.
Nanthida dokkaew (2008) The research on Korean social and cultural contexts as show on TV drama series “ Full House” had objectives to study the social and cultural contexts of Korean as presented in TV drama series “ Full House” . The research methods were qualitative research using content analysis on 16 episodes of the series.
The analysis focused on theme, different angles of social context and cultural context of Korea. An In – Depth interview was also conducted on 10 viewers who watched
“Full House”. The result showed that 16 episodes of the series “Full House” had their themes. They had social and cultural contexts which were the combination of modernization and traditional contexts. The obvious social context were found on the different classes of people in society, the Live-In before marriage of teenager lover, and the life style of two generation of family members living together in one house.
The clear cultural context found were food, consumer product, jewelry, accessories and fashionable clothed. The main characters in this drama series reflected on different formats of social and cultural contexts. The outstanding factor that drew viewer to overwhelmingly embrace in Korean drama series were the similarity to
Thailand’s teenager drama series especially prominent character of leading actor and actress which portrayed the real life. Furthermore, it was found that time of viewing was not an obstacle to watch the series as most viewers enjoyed watching it on CD.
The result from this research showed that Korean TV drama series were the cultural

20

products that represented Korea in spreading Koreaness to Thai audience in different entertainment formats, and to create the Korean wave that led to the acceptance of
Korean culture resulting in the continuity of filming production and export of TV series into Thailand. With such great attention receive from Thai audience, this could be one of the domination of foreign culture that might affect traditional culture of Thai people Woranut Tantititphong (2008) The objective of this research work is to look into different faces of Thai teens’ obsession with Korean singers, including behavior of these teens, consequential problems from their behaviors, exposure of the sample group to Korean media, and their attitudes toward the Korean idols. The sample group comprises young Bangkok resident aged 15 – 25. The research was carried out in two parts : a qualitative study though in-depth interview with 25 Thai teenager who are infatuated with Korean singers and a quantitative study in form of questionnaire survey among 400 respondents. SPSS program was used as data analysis tool for the quantitative study. The findings reveal that Thai teenagers who infatuated with Korean singers engage themselves in personal research about their idols, mostly by browsing the internet. Other activities include hunting for artist-specific collectibles, going to concert of these singers, following them from place to place, crafting items to be given to them as gift, making artist-related items for sale, creating dedicated blogs or online social network, reading and writing about the idols, reading and writing about the idols, doing cover dance and studying Korean language. The majority of Thai teens have positive attitude towards Korean singers, predominantly because of the outer appeal teen idols, followed respectively by their talents and the craze for whatever is
Korean. The degree of infatuation with Korean idols is moderate among the majority and the obsession is shown emotionally by most, followed by behavioral expression of their fixating. In item of exposure to information about the Korean singer they like, personal media was found to be the channel of highest frequency, followed by mass media and participation in organized activities, respectively. Results from the study also suggest that problems which follow craze for Korean teen idols include was of time and money, undesirable habits of telling lies or borrowing money, and risks from going physically after these singers.

Chapter 3
Research Method
The study is a descriptive research composes with:-

3.1 Population and Sample Group
- The population of this People example group of this research is Thai teenagers living in Chiangmai, age between 15-25 years old
- The sample group is collected by Accidental Sampling from collecting the questionnaires of 400 people.

3. 2 Collecting Data
There are 2 types of resources:3.2.1 Primary Data
- Collect 400 questionnaires from sample group and the questionnaires are divided into 3 parts:Part 1

– General information of Thai teenagers living in Chiangmai which

are gender, age, average income etc.
Part 2

– The information about the consumer behavior consumer behavior as

influenced by Korean entertainment media
Part 3

– Factors influence that consumer are favors from Korean

entertainment media.
3.2.2 Secondary Data
- Collect from many resources that people in the past including magazines, books, research, independent study and internet.

3.3 Analysis Method
This study analyze as descriptive statistics to describe general information and consumer behavior as influenced by Korean entertainment media. The data shows in frequency table and percentage ratio. Moreover, use Chi-square test to analyze the

relationship of variables that affect that teenagers in making decision to consume a product that influenced by Korean entertainment media. The analyzed data would divided into 3 parts

Part 1 analyze the general information of consumer; gender, age, average income, of sample group then transfer the data and show the result of analyzing by percentage in figure.

Part 2 analyze the data by The Summated Rating Scale (Ratcide Likert created) or Likert scale; this theory is related with the data measurement that all around the period of attitude, behavior and factors. The answers are responding able to analyze about attitude, behavior and factors who responded. The answer can be choosing the best one; we will determine 5 level for show the satisfied average and attitude to consumed services.

Point

level of satisfaction

5

=

highest satisfied

4

=

high satisfied

3

=

medium satisfied

2

=

low satisfied

1

=

unsatisfied

The average rate of point level divided into 5 levels;
Average

4.50 – 5.00

; strongly agree

Average

3.50 – 4.49

; agree

Average

2.50 – 3.49

; neutral

Average

1.50 – 2.49

; disagree

Average

1.00 – 1.49

; strongly disagree

Part 3 analyze the data by using Chi-Square test to figure out the relationship between 2 variables that affect that teenagers in making decision to consume a product that influenced by Korean entertainment media by using significant level of 0.05

Chapter 4
Research Result
From the research, we collected primary data from questionnaires by random sampling from 400 consumers in Chiangmai. This research is quantitative data. We will classify the results for analyzing into
3 parts:Part 1: General information of consumers such as gender, student year, average income and average parent income etc.
Part 2:

Consumer behavior as influenced by Korean entertainment media.

Part 3: The relationship between 2 variables according to the hypothesis of the consumer behavior as influenced by Korean entertainment media.

Part 1 General information
1. Gender
Table 4.1 shows the amount as percentage of consumers by gender.

consume

Never consumed.

Total

Frequency Percent

Frequency Percent

Frequency Percent

Male

70

21.9

60

75.0

130

32.5

Female

250

78.1

20

25.0

270

67.5

Total

320

100.0

80

100.0

400

100.0

Gender

Source: From survey

The table 4.1 shows that the most of consumer are female and calculate into percentage of male and female which are 32.5% of male and 67.5% of female, respectively. The sample that Consume as influenced by Korean entertainment media most of consumer are female 78.1 % and 21.9 % of male, respectively and the number of consumers who never consumed are 75 % of male and 25 % of female.

2. Age
Table 4.2 shows the amount as percentage of consumers by age.

consume
Age

Never consumed.

Total

Frequency

Percent

Frequency

Percent

Frequency

Percent

15-20 years old

200

62.5

60

75.0

260

65.0

21-25 years old

110

34.4

10

12.5

120

30.0

26-30 years old

10

3.1

10

12.5

20

5.0

Total

320

100.0

80

100.0

400

100.0

Source: From survey

The table 4.2 shows that the most of consumer are between 15-20 years old calculate into percentage are 65 %, 21-25 years old are 30 % and 26-30 years old are 5
%, respectively. The sample groups that Consume as influenced by Korean entertainment media most of consumer are between 15-20 years 62.5 %, 21-25 years old 34.4 % and 26-30 years old are 3.1%. And the number of consumers who never consumed is 75 %, 12.5 % and 12.5 %, respectively.

3. Status
Table 4.3 shows the amount as percentage of consumers by status

status
Frequency
single

Percent

400

100.0

Source: From survey

The table 4.3 shows that 100 % of sample group are single.

25

4. Education
Table 4. 4 shows the amount as percentage of consumers by education

consume

Never consumed.

Total

Education
Frequency

Percent

Frequency Percent

Frequency

Percent

primary school

40

12.5

0

0

40

10.0

high school

80

25.0

40

50.0

120

30.0

bachelor’s degree

160

50.0

40

50.0

200

50.0

upper

40

12.5

0

0

40

10.0

Total

320

100.0

80

100.0

400

100.0

Source: From survey

The table 4.4 shows that the most of consumer education levels are bachelor’s degree calculate into percentage are 50 %, high school 30 %, primary school 10 % and upper are 10 %, respectively. The sample groups that consume as influenced by
Korean entertainment media most of consumer are consumer education levels are bachelor’s degree are 50 %, high school equal to 25 %, primary school equal to 12.5% and upper equal to 12.5 %. And the number of consumers who never consumed is 50
% in bachelor’s degree and 50% in high school, respectively.

5. Occupation
Table 4.5 shows the amount as percentage of consumers by
Occupation
Consume

Never consumed.

Total

Occupation
Frequency

Percent

Frequency

Percent

Frequency

Percent

student

290

90.6

70

87.5

360

90.0

private employee

10

3.1

0

0

10

2.5

official employee 10

3.1

0

0

10

2.5

freelance

10

3.1

10

12.5

20

5.0

Total

320

100.0

80

100.0

400

100.0

Source: From survey

26

The table 4.5 shows that the most of Consumer are student equal to 90 %, freelance are 5 %, private employee are 2.5% and official employee equal to 2.5 %, respectively. The sample groups that Consume as influenced by Korean entertainment media most of consumer are student are 90.6%, private employee equal to 3.1 %, official employee are 3.1% and freelance are 3.1 %. And the number of consumers who never consumed is student equal to 87.5 % and freelance equal to 12.5 %, respectively. 6. Average income per month
Table 4.6 shows the amount as percentage of consumers by average income per month
Average income

consume

Never consumed.

Total

per month
Frequency

Percent

Frequency

Percent

Frequency

Percent

less than 3,001

70

21.9

12

15.0

82

20.5

3,001-5,000

130

40.6

49

61.2

179

44.75

5,001-8,000

60

18.8

14

17.5

74

18.5

More than 8,000

60

18.8

5

6.2

65

16.25

Total

320

100.0

80

100.0

400

100.0

Source: From survey

The table 4.6 shows that most consumers have an average income per month in the range of 3,000-5,000 baht are 44.75 % and less than 3,001 baht equal to 20.5 %,
5,001-8,000 baht equal to 18.5 % and more than 8,001 baht are 16.25 %, respectively.
The sample groups that consume as influenced by Korean entertainment media have an average income per month in the range of 3,000-5,000 baht equal to 40.6 % and less than 3,000 baht are 21.9 %, 5,001-8,000 baht are 18.8 % and more than 8,001 baht equal to 18.8 %. And the number of consumers who never consumed has an average income per month in the range of 3,000-5,000 baht equal to 61.2 % and
5,001-8,000 baht are 17.5%, less than 3,000 baht are 15% and more than 8,000 equal to 6.2%, respectively.

27

7. Factor
Table 4.7 shows the amount as percentage of consumers by factor
Consume

Never consumed.

Total

Factor
Frequency
little

Percent

Frequency Percent

Frequency

Percent

0

0

24

30.0

24

6

medium

140

43.8

43

53.8

183

45.75

to much

180

56.2

13

16.2

193

48.25

Total

320

100.0

80

100.0

400

100.0

Source: From survey

The table 4.7 shows that most consumers think influencing factors to consumption from Korean entertainment media is to much equal to 48.25%, medium are 45.75% and equal to little 6%. The consumers that they ever consume as influenced by Korean entertainment media think, to much equal to 56.2% and medium are 43.8%.And the number of consumers who never consumed they are to medium equal to 53.8%, little equal to 30% and to much are 16.2%, respectively.

8. Goods
Table 4.8 shows the amount as percentage of consumers by what kind of
Korean entertainment those consumers think is the most influential.
Goods
Frequency

Percent

actor/actress

182

45.5

Movie/series

90

22.5

magazine

29

7.2

fashion

89

22.2

television

10

2.5

Total

400

100.0

Source: From survey

28

The table 4.8 shows that most consumer think actor/actress equal to 45.5%,
Movie/series are 22.5%, fashion equal to 22.2% , magazine equal to 7.2% and television are 2.5%, respectively.

9. Consume
Table 4.9 shows the amount as percentage of consumers by Consumer behavior as influenced by Korean entertainment media
Consume
Frequency

Percent

yes

320

80.0

no

80

20.0

Total

400

100.0

Source: From survey

The table 4.9 shows that consumer 80% ever consume as influenced by
Korean entertainment media and 20% are never consumed as influenced by Korean entertainment media.

10. Reason
Table 4.10 shows the amount as percentage of consumers by why some consumer are never consume as influenced by Korean entertainment media.
Consumer

Reason

Frequency

Percent

Never Receive

12

15.0

Popular

35

43.8

Difficult

17

21.2

Wide

12

15.0

Quality

4

5.0

Total

80

100

Source: From survey

29

The most percentage of the consumer’s reason because it is not popular equal to
43.8%, the second reason because difficult to buy equal to 21.2% and than never receive Korean entertainment media and the product are not wide are equal in 15%,
No product quality equal to 5%.
11. Receive
Table 4.11 shows the amount as percentage of consumers by where that consumer receives Korean entertainment media.
Receive

Consumer
Frequency

Percent

Suggestion

142

44.4

Internet

250

78.1

Magazine

161

50.3

Television

177

55.3

Concert

31

9.7

Others

0

0

Total

320

100

Source: From survey
The most percentage of the consumer’s receive Korean entertainment media from internet equal to 78.1%, the second from television equal to 55.3%, from magazine equal to 50.3% ,suggestion from their friend 44.4% and from concert equal to 9.7%.
12. Seen
Table 4.12.1 shows the amount as percentage of consumers by ever seen
Korean movies/series or not.
Seen
Frequency Percent yes 290

90.6

no

30

9.4

Total

320

100.0

Source: From survey

30

The most percentage of the consumer is ever seen Korean movies/series equal to 90.6 % and never seen equal to 9.4 %

Tables 4.12.2 show the amount as percentage of consumers by how often those consumers watch Korean movies/series.
Often
Frequency Percent less than 1hr/w

40

13.8

1-2 hrs/w

50

17.2

2-3 hrs/w

100

34.5

3-5 hrs/w

20

6.9

more than 5 hrs/w

80

27.6

Total

290

100.0

Source: From survey
Note: hrs/w is hours per week

The table shows that most consumer watch Korean movies/series 2-3 hrs per week equal to 34.5%, more than more than 5 hour per week equal to 27.6%, 1-2 hour per week equal to 17.2% and less than 1 hour per week equal to 13.8%.

13. Song
Table 4.13.1 shows the amount as percentage of consumers by previously purchased products on Korean music or not
Song
Frequency

Percent

yes

180

56.2

no

140

43.8

Total

320

100.0

Source: From survey

31

The most percentage of the consumer ever purchased products on Korean music equal to 56.2% and never purchased products on Korean music equal to 43.8%.
Table 4.13.2 shows the amount as percentage of consumers by what kind of product that they purchased.
Product

Consumer
Frequency

Percent

CD

92

51.1

Ticket

12

6.8

Karaoke

30

16.6

VCD

46

25.5

Total

180

100

Source: From survey

The table show that most consumer purchased CD equal to 51.1 %, Video CD are 25.5 %, Karaoke equal to 16.6 % and ticket equal to 6.8 %, respectively.

Table 4.13.3 shows the amount as percentage of consumers by average cost per time.
Expenditure
Frequency Percent less than 101 baht

4

2.2

101-300 baht

122

67.8

301-500 baht

44

24.4

501-1,000 baht

10

5.6

Total

180

100.0

Source: From survey

The table show that most average cost per time to purchased is 101-300 baht equal to 67.8%, 301-500 baht equal to 24.4%, 501-1,000 baht equal to 5.6% and less than 101 baht equal to 2.2%.

32

14. Makeup
Table 4.14.1 shows the amount as percentage of consumers by expenditure in Korean cosmetic.
Makeup
Frequency

Percent

yes

240

75.0

no

80

25.0

Total

320

100.0

Source: From survey

The most percentage of the consumer ever purchased Korean cosmetic equal to
75% and never purchased Korean cosmetic 25%.

Table 4.14.2 shows the amount as percentage of consumers by where consumers buy Korean cosmetic.
Where
Frequency Percent shopping mall

90

37.5

direct sell

30

12.5

convenient store

10

4.2

internet

110

45.8

Total

240

100.0

Source: From survey

The table show that the most place the consumer purchased Korean cosmetic from internet equal to 45.8 %, in shopping mall 37.5%, from direct sell 12.5%and from convenient store 4.2%, respectively.

33

Table 4.14.3 shows the amount as percentage of consumers by average cost per time to purchase.
Average
Frequency Percent
101-301 baht

60

25.0

301-500 baht

100

41.7

501-1,000 baht

70

29.2

more than 1,000 baht

10

4.2

Total

240

100.0

Source: From survey

The table show that most average cost per time to purchased is 301-500 baht equal to 41.7 %, 501-1,000 baht equal to 29.2%, 101-300 baht equal to 25 % and more than 1,001 baht 4.2%.

Table 4.14.4 shows the amount as percentage of consumers by how often those consumers are purchased.
Often makeup
Frequency Percent long time/one

120

50.0

one time/month

90

37.5

2 times/month

30

12.5

Total

240

100.0

Source: From survey

The table shows that most consumers purchased Korean cosmetic month equal

%.

long time per

to 50%, one time per month 37.5%, and two times per month equal to 12.5

34

15. Clothing
Table 4.15.1 shows the amount as percentage of consumers by expenditure in Korean clothing.

Clothing
Frequency

Percent

yes

190

79.2

no

50

20.8

Total

240

100.0

Source: From survey

The most percentage of the consumer ever purchased Korean clothing equal to
79.2% and never purchased Korean clothing 20.8 %.

Table 4.15.2 shows the amount as percentage of consumers by where consumers buy Korean clothing.

Where buy
Frequency

Percent

shopping mall

53

27.9

internet

42

22.1

appointment market

37

19.5

shops

58

30.5

Total

190

100.0

Source: From survey

The table 4.15.2 show that the most place the consumer purchased Korean clothing from shopping boot equal to 30.5 %, in shopping mall 27.9%, from internet
22.1 and from appointment market equal to 19.5%, respectively.

35

Table 4.15.3 shows the amount as percentage of consumers by average cost per time to purchase Korean clothing.

Average buy
Frequency Percent
101-300 baht

72

37.9

301-500 baht

77

40.5

501-1,000 baht

28

14.7

more than 1,000 baht 13

6.8

Total

100.0

190

Source: From survey

The table 4.15.3 show that most average cost per time to purchased is

301-500

baht equal to 40.5 %, 101-300 baht equal to 37.9%, 501-1,000 baht equal to 14.7 % and more than 1,000 baht 6.8 %.

16. Food
Table 4.16.1 shows the amount as percentages of consumers by consume
Korean food.
Food
Frequency

Percent

yes

200

62.5

no

120

37.5

Total

320

100.0

Source: From survey

The most percentage of the consumer ever consumes Korean food equal to 62.5% and never consumes Korean food equal to 37.5%.

36

Table 4.16.2 shows the amount as percentages of consumers by average cost per time to consume.
Exbuy
Frequency

Percent

101-300 baht

108

54.0

301-500 baht

65

32.5

501-1,000 baht

27

13.5

Total

200

100.0

Source: From survey

The table show that most average cost per time to purchased is

101-300 baht

equal to 54 %, 301-500 baht equal to 65 %, 501-1,000 baht equal to 13.5 %.

17. Factor influence
Table 4.17 shows amount as percentages of consumers by Korean entertainment media that influence to consuming by determine rank to choose including No.1 is the most factor that consumers think and number 2,3,4,5 respectively. Movie

Food

Song

clothing

Makeup
Frequency

Percent

8.1

28

8.8

13

4.1

98

30.6

no.2

91

28.4

61

19.1

16

5.0

62

19.4

92

28.8

no.3

66

20.6

66

20.6

85

26.6

52

16.2

34

10.6

no.4

5

1.6

73

22.8

98

30.6

97

30.3

46

14.4

no.5

3

.9

94

29.4

77

24.1

96

30.0

50

15.6

Total

320

100.0

320

100.0

320

5.0

320

100.0

320

100.0

Percent

Frequency

26

Percent

Frequency

48.4

Percent

155

Source: From survey

Frequency

no.1

Percent

Frequency

Rang

37

The tables 4.17 show that the most of factor influence from Korean entertainment media those consumers think the most of number one is Korean movie and than is Korean makeup, Korean song, Korean food and the last factor that consumer think is Korean clothing.
Part 2 Factors influenced the consumers’ behavior as influenced by Korean entertainment media.
Table 4.18 shows amount as percentages of consumers by Factors of
Korean entertainment media
Level of satisfaction
Factors

Means
Highest

High

1310(262)

128(32)

60(20)

12(6)

0

1510

3.77

1240(248)

284(71)

3(1)

0

0

1527

3.81

545(109)

512(128)

222(74)

18(9)

0

1297

3.24

415(83)

448(112)

282(94)

62(31)

0

1207

3.01

5.Product are popular

960(192)

500(125)

9(3)

0

0

1469

3.67

6. Advertisements

1170(234)

248(62)

45(15)

18(9)

0

1481

3.70

7. Product looks interesting

680(136)

288(72)

300(100)

72(36)

0

1340

3.35

535(107)

320(80)

387(129)

8(4)

0

1250

3.12

9. Popular

880(176)

412(103)

60(20)

42(21)

0

1394

3.48

10. Diversity of products.

620(124)

475(119)

150(50)

54(27)

0

1299

3.24

760(152)

480(120)

126(42)

12(6)

0

1378

3.44

460(92)

244(61)

492(164)

6(3)

0

1202

3.00

300(60)

132(33)

519(173)

108(54)

0

1059

2.64

1.Interest in Korean actor/actress 2.Interest in the Korean singer 3.Interest in the Korean culture 4.To imitate Korean drama and movies.

Medium Low

Lowest Total

8.Promotional products
By using different media.

11. Purchased because an advice of their friend
12. Buying advice of friends.
13.It is a product from abroad. Source: From survey and calculated
Note: the score in parentheses is the frequency of questionnaires respondent.

38

From the table 4.18 shows most of satisfied product factor is Interest in the
Korean singer at the means equal to 3.81, then the second satisfied product factor The favorite celebrities in Korea at the means level equal to 3.77 and the third satisfied factor have means level equal to 3.70 which Advertisements . These results imply that the most of consumer consume as influenced by Korean entertainment media because they interested in the Korean singer and actor/actress

Part 3 A tests of variables relationship in the model
1. The relationship between consumer gender and most of Korean entertainment media
Table 4.19 shows amount as percentages of relationship between consumer gender and most of Korean entertainment media.

Gender

Goods actor/actress movie magazine fashion television

Total

Man

60

40

10

20

0

130

Woman

120

50

20

70

10

270

Total

180

90

30

90

10

400

Source: From calculated

Table 4.20 shows that the Chi-square test between two variable
Chi-Square Tests
Value

Asymp. Sig.
(2-sided)

df

Pearson Chi-Square

15.068a

4

.005

Likelihood Ratio

18.129

4

.001

Linear-by-Linear
Association

6.078

1

.014

N of Valid Cases

400

a. 1 cells (10.0%) have expected count less than 5. The minimum expected count is 3.25.
Source: From calculated

39

The data in table 4.19 and 4.20 shows that from the Chi-Square tests appear the relationship between consumer gender and Korean entertainment media that has χ2 equal to 15.06 This has a fewer value than χ2 from statistic table which is 9.48
Therefore, in summary we can see that the consumer gender have a relation with
Korean entertainment media at the significant level of 0.05.

2. The relationship between salary and most of consumer behavior as influenced by Korean entertainment media
Table 4.21 shows amount as percentages of relationship between salary and most of consumer behavior as influenced by Korean entertainment media
Used
Salary yes no

Total

less than 3,000

70

10

80

3,001-5,000

130

50

180

5,001-8,000

60

10

70

more than 8,001

60

10

70

Total

320

80

400

Table 4.22 shows that the Chi-square test between two variable

Chi-Square Tests
Value

Asymp. Sig.
(2-sided)

df

Pearson Chi-Square

12.475a

3

.006

Likelihood Ratio

12.503

3

.006

Linear-by-Linear
Association

.579

1

.447

N of Valid Cases

400

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.00.
Source: From calculated

40

The data in table 4.21 and 4.22 shows that from the Chi-Square tests appear the relationship between consumer’s salary and Consumer behavior as influenced by
Korean entertainment media that has χ2 equal to 12.47 This has a fewer value than χ2 from statistic table which is 7.82 Therefore, in summary we can see that the consumer salary have a relation with consumer ever consume as influenced by
Korean entertainment media at the significant level of 0.05.

Chapter 5
Summary and Recommendation

5.1

Summaries
From the collected data of 400 consumers of sample group, we can conclude

the research result by the purpose of this study that is to study the consumers behavior as influenced by Korean entertainment media by the case study of teenager in Chiang
Mai and study the influence factor that consumer are favors from Korean entertainment media in different objectives include their favorite celebrities in Korea and popularity by using descriptive statistic, frequency table, percentage, Likert scale and means value.
The result of this research show that the most of sample group are female, 1520 years old and education level are bachelor’s degree, have an average income about
3,001-5,000 Baht per month. Most of them thought Korean entertainment media cause too much influence to consume and most of them ever consume especially cosmetic is the most product that consumer like. Actor and actress are the most influence factor.
But somebody never consumed it because most of them thought it is not popular
As a result of the research, there are many factors influence the consumer to consume a product that influence from Korean entertainment media in different reasons and objectives. Firstly, the most of consume because interest in Korean singer,
Secondly, the influence factors is because satisfied Korean celebrities. Thirdly factor is advertisements of product. And other factor is, Product are popular, Purchased because current popularity, Product looks interesting, Interest in the Korean culture,
Diversity of products, To imitate Korean drama and movies, Because an advice of their friend, because product are importation, respectively
Furthermore, the study assumes the hypothesis of consumers behavior as influenced by Korean entertainment media and analyze by statistic method to figure out the relationship between 2 factors found that consumer gender have a relation with

Korean entertainment media, consumer gender have a relation with Consumer behavior as influenced by Korean entertainment media

5.2

Suggestions
From this study we can uses that data from the research to analysis and

estimate in other method such as estimate by using order logic or order profit to consider that factor that influenced from Korean entertainment to Thailand.

43

References

Saksit Watchararat,2006. The influence of a movie advertises Coke(Cola) follow
Korea fever at have the making a decision shops for consumer aim group in Phitsanulok Municipality. Independent study of bachelor’s degree
Naresurn University
Chutima Chunhakarn,2007. Behavior imitation of Korea culture form Korean entertainment media. Independent study of bachelor’s degree Chulalongkorn
University.
Pattamol Tiwanol ,2007. The characteristics of the Korean centered cultural globalization that are reflected on the websites. Independent study of bachelor’s degree Chulalongkorn University.
Nanthida dokkaew, 2008. Korean social and cultural contexts as show on TV drama series “ Full House”. Independent study of bachelor’s degree Dhurakij
Pundit University.
Woranut Tantititphong,2008.The different faces of Thai teens’ obsession with
Korean singers. Independent study of bachelor’s degree

Ramkamnang

University.
N. Gregory Mankiw. 2006. Principles of Microeconomics. Third edition. Harvard
University: Thomson South Westen.
Tourism Authority of Thailand, 2006, http://thai.tourismthailand.org.

44

Appendix

45

แบบสอบถาม
เรื่อง พฤติกรรมของผูบริโภคและปจจัยในการเลือกซื้อสินคาที่มีอิทธิพลมา
จากสื่อบันเทิงเกาหลีของวัยรุน ใน อําเภอเมือง จังหวัดเชียงใหม
คําชี้แจง 1 . แบบสอบถามชุดนี้จัดทําขึ้นเพื่อเก็บรวบรวมขอมูลในการทําวิจัยในกระบวนวิชา 751409

(Research Exercise in Economy) ของนักศึกษาชั้นปที่ 4 คณะเศรษฐศาสตร มหาวิทยาลัยเชียงใหม
2 . กรุณาทําเครื่องหมาย ลงใน
หรือเติมคําลงในชองวาง
สวนที่ 1 ขอมูลทั่วไปของผูตอบแบบสอบถาม
1.
เพศ
ชาย
2.
3.

4.
5.

อายุ.................................ป
สถานภาพ
โสด
สมรส

หญิง

หยาราง/หมาย

ระดับการศึกษาจนถึงปจจุบัน.......................................
อาชีพ
นักเรียน / นักศึกษา
ขาราชการ/รัฐวิสาหกิจ
พนักงานบริษทเอกชน
ั
อาชีพอิสระ
อื่นๆ....................................

6.
รายไดตอเดือนประมาณ...............................................บาท
สวนที่ 2 ขอมูลเกี่ยวกับการเลือกซื้อสินคาที่มีอิทธิพลมาจากสื่อบันเทิงเกาหลี
7. ทานคิดวาในปจจุบันสื่อบันเทิงเกาหลีมอิทธิพลตอสังคมไทยมากนอยเพียงใด
ี
นอย
ปานกลาง
มาก
8. ทานคิดวาสื่อบันเทิงเกาหลีใดมีอิทธิพลตอการซื้อสินคามากที่สุด
ดารา/ศิลปน
ละคร / ภาพยนตร
หนังสือ / นิตยสาร
แฟชั่นเกาหลี
รายการโทรทัศน
อื่นๆ.......................................

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9. ทานเคยบริโภคสินคาที่มีอิทธิพลมาจากสื่อบันเทิงเกาหลีเหลานีหรือไม
้
เคย
ไมเคย
หากทานไมเคยเนื่องมาจากสาเหตุใด
ไมเคยเปดรับสื่อบันเทิงเกาหลี
ผลิตภัณฑไมเปนที่แพรหลาย
ไมนิยมในผลิตภัณฑ
ผลิตภัณฑไมมีคุณภาพ
หาซื้อไดยาก
อื่นๆ
...........................................................
10. ทานเปดรับสื่อบันเทิงเกาหลีมาจากแหลงใดบาง ( ตอบไดมากกวา 1 ขอ )
โทรทัศน
เพื่อนแนะนํา
อินเตอรเน็ต
คอนเสิรต
หนังสือ/นิตยสาร
อื่นๆ.............................................
11. ทานเคยรับชม ละคร/ภาพยนตร เกาหลีหรือไม
เคย
ไมเคย
12. ทานรับชม ละคร/ภาพยนตรเกาหลี บอยแคไหน
นอยกวา 1 ชั่วโมง / สัปดาห
1 – 2 ชั่วโมง / สัปดาห
2 – 3 ชั่วโมง/สัปดาห
3 –5 ชั่วโมง / สัปดาห
มากกวา 5 ชั่วโมง / สัปดาห
13. ทานเคยซื้อสินคาที่เกียวกับเพลงเกาหลีหรือไม
่
เคย
ไมเคย
14. ทานเคยซื้อสินคาประเภทใดบาง ( ตอบไดมากกวา 1 ขอ )
ซีดีเพลง
วีซีดีคาราโอเกะ
บัตรชมคอนเสิรต
วีซีดีคอนเสิรต

อื่นๆ................................
15. คาใชจายในการซื้อเฉลี่ยตอครั้งประมาณเทาไหร
นอยกวา 100 บาท
101 - 300 บาท
301 – 500 บาท
501– 1000 บาท
1001 บาท ขึนไป
้
16. ทานเคยซื้อ เครื่องสําอางเกาหลีหรือไม
เคย
ไมเคย
17. ทานซื้อเครื่องสําอางเกาหลี จากที่ใด
หางสรรพสินคา
รานสะดวกซือ
้
จากบริษัทขายตรง
สั่งซื้อทางอินเตอรเน็ต
ตลาดนัด
อื่นๆ......................................

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18. คาใชจายในการซื้อเฉลี่ยตอครั้งประมาณเทาไหร
นอยกวา 100 บาท
101 - 300 บาท
301 – 500 บาท
501– 1000 บาท
1001 บาท ขึ้นไป
19. ทานซื้อเครื่องสําอางเกาหลีบอยแคไหน
หลายเดือน / ครั้ง
1 ครั้ง / เดือน
2 ครั้ง/ เดือน
มากกวา 2 ครั้ง / เดือน
20. ทานเคยซื้อเสื้อผาเกาหลีหรือไม
เคย
ไมเคย
21. ทานซื้อเครื่องสําอางเกาหลี จากที่ใด
หางสรรพสินคา
จากบริษัทขายตรง
สั่งซื้อทางอินเตอรเน็ต
รานเสื้อผาทั่วไป
ตลาดนัด
อื่นๆ......................................
22. คาใชจายในการซื้อเฉลี่ยตอครั้งประมาณเทาไหร
นอยกวา 100 บาท
101 - 300 บาท
301 – 500 บาท
501– 1000 บาท
1001 บาท ขึ้นไป
23. ทานเคยบริโภคอาหารเกาหลีหรือไมอาหารเกาหลี
เคย
ไมเคย
24. ทานนิยมบริโภคอาหารชนิดใดมากที่สุด ( เรียงลําดับจากมากไปหานอย,1 มากที่สุด )
กิมจิ
รามยอน(ราเมน)
คิมบับ(ขาวหอสาหราย)
ชาบู ชาบู (หมอไฟเกาหลี)
แนงมยอน(บะหมี่เย็น)
บุงโกกิ (เนื้อวัวหมักซอสยาง)
ชาจังมยอน(บะหมี่ดํา)
อื่นๆ..........................................
25. คาใชจายในการซื้อเฉลี่ยตอครั้งประมาณเทาไหร
นอยกวา 100 บาท
101 - 300 บาท
301 – 500 บาท
501– 1000 บาท

1001 บาท ขึ้นไป

26. ทานมีความสนใจสินคาที่มีอิทธิพลจากสื่อบันเทิงเกาหลีชนิดไหนมากที่สุด(เรียงลําดับจาก
มากไปหานอย,1มากที่สุด)
ละคร / ภาพยนตรเกาหลี
เพลงเกาหลี
เครื่องสําอางเกาหลี
เสื้อผาเกาหลี
อาหารเกาหลี

48

สวนที่ 3 ปจจัยที่มีผลตอการเลือกซื้อสินคาที่มีอิทธิพลมาจากสื่อบันเทิง
เกาหลี
มีผล มีผล มีผล มีผล มีผล
มาก มาก ปาน นอย นอย
ปจจัยที่มีผลตอการบริโภค
ที่สุด
กลาง
ที่สุด
มีความชื่นชอบในดารานักแสดงเกาหลี
มีความชื่นชอบในนักรองเกาหลี
มีความสนใจในวัฒนธรรมเกาหลี
ตองการเลียนแบบละคร/ภาพยนตรเกาหลี
เพราะความมีชื่อเสียงของผลิตภัณฑ
การโฆษณา
รูปลักษณของสินคาที่มีความนาสนใจ
การโปรโมทสินคาผานสื่อตางๆ
มีชื่อเสียงเปนที่รูจัก
ความหลากหลายของสินคา
ซื้อตามกระแส
ซื้อตามคําแนะนําของเพื่อน
เปนสินคาจากตางประเทศ