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|Title: ||A behavioural study of “Generation Y” living in Bangkok with regards to music consumption and digital media path|
|Other Titles: ||พฤติกรรมการบริโภคเพลงและเส้นทางการเปิดรับสื่อ ดิจิทัลของกลุ่ม Generation Y ในกรุงเทพมหานคร|
|Authors: ||Jita Wanitkanchai|
|Keywords: ||Music Consumption Behavior|
Digital Media Path
Customer Decision Journey
|Issue Date: ||2016|
|Publisher: ||Bangkok University|
|Abstract: ||This research aimed to study the consumer behavior and factors that affecting decisions on music consumption behavior and digital media path in Generation Y living in Bangkok by researching from demographics factors, domestication theory and the AIDA Model (Customer Journey) in order to determine their consumption behavior and the digital media path. This research is carried out using the quantitative research methods using focus group interview to determine the consumer behavior and digital media path in order to design the survey. The surveys are then distributed online, completed by 220 sample size group between 16-35 years old. The methods use in data analysis is basic statistical techniques and measures of central tendency while the methods use in hypothesis testing are Paired Sample T-Test and Multiple Regression.
The results of this research states that there is a significant difference between past and present music consumption via CD/MP3, Thumb drive, YouTube, Joox, Apple Music and other music application. Whereas there is a significant difference between present and future music consumption via Radio, CD/MP3, Thumb drive, Joox, Apple Music and other music application.
Additionally, customer journey drafted from the focused group is proven valid by 220 survey applicants, whereby all parts: Awareness, Interest, Desire and Action (Present music consumption behavior) shows a positive correlation towards one another in both upper and lower Generation Y.|
|Description: ||Independent Study (M.Com.Arts)--Digital Marketing Communications, Graduate School, Bangkok University, 2015|
|Advisor(s): ||Chutima Kedsadayurat|
|Appears in Collections:||Independent Studies - Master|
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