The influence Factors Affecting Generation Y Consumers’ Buying Japanese Food through Anime Entertainment Media in Chonburi Province
Keywords:
Entertainment Media, Anime, Japanese Food, Generation YAbstract
This research is quantitative research that aims to study factors, which comprise of cultural factor, media exposure factor and psychological factor affecting generation y consumers' choice of Japanese food from anime entertainment media.
This research surveyed a sample of 400 people aged 21-30 years living in Chonburi province. This research used a convenience sampling method. The tool used to collect data is a questionnaire. The test of content validity of questionaire was employed before collecting the data.The data was analyzed using descriptive statistics, including mean, frequency, percentage, and standard deviation. Hypotheses testing was conducted by implementing reference statistics, which is a multiple-regression equation using SPSS ready-made statistical program to analyze the data.
The hypothesis test results concluded that the factors affecting Generation Y's Japanese food choices from anime entertainment media in Chonburi with the statistical significance level of 0.05 were revealed to be the two factors of media exposure and psychological factors.
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