VALENTINE ECONOMY A COST OF LOVE IN DIGITAL ERA

Abstract

            The objective of this research is to explore and analyse the cost of love, in terms of expenditure, opportunity cost, and success rate, by using multivariate analysis of co-variance. The sample used in this research consisted of 436 Thai individuals aged 18 years and over. It was found that the average  respondent spent money on love at the average rate of 138,356.96 Baht, at an average opportunity cost of 4,596.7235 Baht per month. Thus, the total cost over 6 months was 165,937.301 Baht. In this research, the success rate in love was evaluated by the current relationship status, namely: (1) the relationship continues, (2) the couple separates, (3) they are planning to get married, and (4) they are married, if the love success rate is defined as planning to get married and married at 9.9% . In particular, the government sector can use the love success rate information when planning population growth policies or to encourage more Thais to marry so as to solve the problem of labour shortages and the challenges associated with an aging society. It can also be used to inform a policy for couples who have registered their marriage and who are then able to treat their expenses during courtship as a tax deduction.