Factors Influencing the Decision to Embrace K-pop Culture Among Teenagers and Working Adults In Chiang Mai Province

Abstract

The objectives of this research were 1) to study the K-Pop culture exposure behaviors of adolescents and working people in the area of Chiang Mai Province, 2) to study the decision to accept the K-Pop culture of teenagers and working people in the area of Chiang Mai Province, 3) to study and compare demographic characteristics with the behavior of exposure to K-Pop culture of teenagers and working people in the area of Chiang Mai, and 4) to study the factors influencing the decision to accept K-Pop culture among adolescents and working people in the area of Chiang Mai Province. This research is quantitative research by survey research. The researcher collects questionnaires from a sample of adolescents and working people in Chiang Mai Province using a multistage random sampling method, totaling 400 people.  The results showed that, firstly, most of the samples have a behavior of frequency exposure to news about K-Pop 1-3 days/week, 55.80% have hours of watching K-Pop news less than 2 hours per day % 47.00 52.80% use Facebook to follow K-Pop news and 64.50% follow K-Pop news through smartphones. Then, the mean and standard deviation of K-Pop culture acceptance decisions among adolescents and working adults in the area of Chiang Mai Province, the mean were included at the highest level (x̄ = 4.28, S.D.=0.60). Then, different demographics of teenagers and working people have different exposure behaviors to K-Pop news. Finally, Income, gender, age, and satisfaction with following K-Pop news affect the decision to choose K-Pop culture by 14.70 percent.