FACTORS INFLUENCING THE DECISION MAKING PROCESS ABOUT WATCHING THAI CULTURAL PERFORMANCES IN THEATERS BY AUDIENCES IN BANGKOK METROPOLIS

Abstract

This research was conducted with the aim of meeting the following objectives: (1) to identify the personal factors influencing the decision making process about watching Thai cultural performances in theaters by audiences in Bangkok Metropolis and (2) to identify the service marketing mix factors and the service quality factors influencing the decision making process about watching Thai cultural performances in theaters by audiences in Bangkok Metropolis. The research sample consisted of 400 people who watched Thai cultural performances at theaters in Bangkok Metropolis obtained by multi-stage sampling beginning with stratified random sampling and then systematic sampling. The statistics used in data analysis were the mean, standard deviation, t-test, F-test, Pearson’s Product Moment Correlation, and stepwise multiple regression analysis with statistical significance set at the 0.05 level. The research findings showed that the majority of samples were female, aged 23-27 years, with bachelor’s degree educational qualification, single, with occupation as private company employees, and with the income of 20,001-30,000 baht per month. Results of hypothesis testing revealed that difference in gender, age, occupation, and income had varying degrees of influence over decisions to watch Thai cultural performances in theaters by audiences in Bangkok Metropolis (p < 0.05). In the meantime, service marketing mix factors consisting of service products, distribution channels, marketing promotions, processes, and physical evidence, and service quality factors consisting of reliability and customer response had influences on the decision making process about watching Thai cultural performances in theaters by audiences in Bangkok Metropolis (p < 0.05).