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Behavior and Factors Affecting to Decision Making on Buying Korean Artists Concert Tickets of Generation Y in Nonthaburi Province |
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| รหัสดีโอไอ | |
| Creator | Achiraya Techanaruedol |
| Title | Behavior and Factors Affecting to Decision Making on Buying Korean Artists Concert Tickets of Generation Y in Nonthaburi Province |
| Contributor | Phithagorn Thanitbenjasith |
| Publisher | DR.KEN Institute of Academic Development and Promotion. |
| Publication Year | 2566 |
| Journal Title | Interdisciplinary Academic and Research Journal |
| Journal Vol. | 3 |
| Journal No. | 3 |
| Page no. | 401-414 |
| Keyword | Consumer Behavior, Decision Making, Concert Tickets, Korean Artist |
| URL Website | https://so03.tci-thaijo.org/index.php/IARJ/about |
| Website title | https://so03.tci-thaijo.org/index.php/IARJ/article/view/267469 |
| ISSN | 2774-0374 |
| Abstract | At present, the entertainment industry from Korea has expanded into Thailand, both in the form of film culture, drama, and K-pop music has become very popular, indicating a change in marketing operations. In addition, Thailand is one of the target countries where popular Korean artists come to hold concerts. The research aims to study the behavior and factors affecting the purchasing decision and the marketing factors affecting the purchasing decision Korean artist concert of Generation Y audience in Nonthaburi province. A survey questionnaire was used with a total of 385 samples. Statistics used in the analysis included descriptive statistics and Inference Statistics. The results found that most of the respondents were female. Aged between 25 - 30 years old, has the highest educational background, bachelor's degree, single status, most of them are private company employees. The average monthly income is 20,001 - 25,000 baht, for most respondents. Buy tickets for concerts that are in offline format (E.g., Impact Arena, Thunder Dome, Challenger Hall, Royal Paragon Hall). The distribution channel to buy is online (website, application). The most popular seats to buy are zones. middle. The reason that I like to go to Korean concerts is I like the artist Factor that affects the purchase decision the most is the time of arrangement The person who had the greatest influence on the decision to buy Korean concert tickets was the self, with the average number of rounds per year going to Korean artists' concerts 1-3 times per year, and the average cost of going to concerts per show visited. 2,001 – 4,000 baht per show. In addition, the results of the study revealed the importance of marketing factors affecting the purchasing decision of Generation Y audiences for Korean concerts in Nonthaburi When considering each aspect, it was found that the first highest level was marketing promotion, followed by products, personnel, process, physical, distribution, and price. |
