Factors Influencing on Fans Buying Decision Behavior and Supporting Related with Thai Boy Bands

Abstract

The objectives of this study are: 1) To study demographic factors, media exposure factors, perception factors, attitude factors and buying decision behavior factors of Thai fans. 2) To determine the effect of demographic factors on perception factors, attitude factors and buying decision behavior factors Thai fans. 3) To investigate the relationship between media exposure factors and perception factors, attitude factors. 4) To investigate the relationship between perception factors and attitude factors, buying decision behavior factors of Thai fans. 5) To investigate the relationship between attitude factors and buying decision behavior factors of Thai fans. Quantitative research method was employed in this study. Three hundred sixty respondents who have 15 – 35 up years old and be a part of Thai boy band fans. An online survey was conducted November 2018. The results demonstrated that the demographic factors such as gender and income unsuccessfully predicted buying decision behavior factors of Thai fans, but age. The demographic factors such as gender, age and income successfully predicted perception factors. The demographic factors such as gender and income unsuccessfully predicted attitude factors, but age. Media exposure factors correlated with perception factors and attitude factors. Perception factors correlated with attitude factors, buying decision behavior factors of Thai fans. Attitude factors correlated with buying decision behavior factors of Thai fans.