A Study of Attitude and Behavior of Fan Clubs towards the Popularity of Korean Music

Authors

  • Arjaree Prachuabmoh Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University
  • Thitirat Tian-ngam Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University
  • Saowalak Boonchalee Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University
  • Jirathip Janchaem Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University
  • Chatmongkhon Suwannakort Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University
  • Pawitra Hongsroi Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University
  • Panitnan Worakittitham Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University
  • Lawanrat Chanrat Bachelor of Business Administration Program Management, Faculty of Management Science Chandrakasem Rajabhat University

Keywords:

Attitude, Behavior, Fan Clubs, Korean Music

Abstract

This research was to study attitude and behavior of fan clubs towards the popularity of Korean music. This research aimed to study 1) The attitude of  fan clubs towards Korean music 2) behavior of fan clubs towards Korean music  3) compare the differences between personal factors with fan group's attitude towards Korean music popularity and 4) compare the differences between personal factors with fan group’s behavior towards Korean music popularity. The samples were 472 Korean Music fan clubs, the data was collected by questionnaires.                 The statistics used for data analysis were frequency, percentage, mean and standard deviation. Hypothesis were tested by Chi-Square, t-test and One-Way ANOVA. The research results found that the most of sample were female, aged              18-22, earning less than 5,000 baht. The attitude towards the image of the artist at the high level, and the behavior of following the news in favorite artists at the high level. The results of hypothesis testing found that the genders different had a statistically significant in attitudes towards Korean music popularity at .05 and  the gender, age, and income are different, the behavior towards Korean music trend is no different. Statistically significant at .05.

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Published

2022-05-03

Issue

Vol. 8 No. 4 (2022): April 2022

Section

บทความวิจัย (Research article)