THE COMPARISON STUDY OF THE CORELLATION BETWEEN TRADITIONAL MEDIA AND NEW MEDIA EXPOSURE WITH CONSUMER BEHAVIOR OF “GEN Y” IN BANGKOK AND METROPOLITIAN AREA

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ปฐมาพร เนตินันทน์

Abstract




          “Generation Y” consumer group have been focused for marketing, because they have more population than others group, their unique media exposure and buying behavior. So, this quantitative research aim to comparison study the correlation between traditional and new media exposure with consuming behavior of this Gen. Questionnaire data collecting from population group of “Gen Y” age between 20-34 years old, Frequency, Descriptive and Paired-Simple T Test Statistic for data analyzing. The research results described follow the 3 research objectives: 1) Exposed all 16 types of medium or 2 media groups, average at middle level for traditional media and average at middle-high level for new media 2) Shown all 20 consuming behavior styles, average at middle level 3) When used Paired-Simple T Test Statistic for hypothesis testing, there have middle correlation level between both media groups; traditional media and new media exposure with consuming behavior at 0.01 confidential level. When comparison study the correlation level between traditional media and new media exposure and consuming behavior, the research result shown the correlation level of new media consuming behavior are higher than traditional media but insignificantly.




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