ปัจจัยที่ส่งผลต่อการใช้บริการพยากรณ์โชคชะตาของ Gen Z  ผ่านแพตฟอร์มออนไลน์

pratanporn ounor

Authors

pratanporn ounor The Faculty of Liberal Arts, Southeast Bangkok University

Keywords:

Behavior, Service Use, Fortune Telling, Generation Z

Abstract

This research article has three objectives: 1) to investigate the differences Generation Z’s use of online platform-based fortune-telling services, 2) to study the behavior of Generation Z in utilizing online platform-based fortune-telling services, and 3) to compare the factors affecting Generation Z’s engagement with online platform-based fortune-telling services. The study employs is Quantitative Research With a survey research format. The study employs a questionnaire to gather data from 400 students, university students, and members of the general public aged 15-30 who have used the fortune-telling services of the Samphan Institute of Astrology. Data analysis includes frequency counts, percentages, and one-way ANOVA. The research findings revealed that among Generation Z individuals who use fortune-telling services, the majority are female (60%) and aged between 18–20 years (36.2%). The most significant factors influencing their use of these services include tarot card readings (70.5%), online website-based platforms (45.0%), and consultations focused on love and relationships (31.5%). Regarding behavioral patterns, Generation Z uses online fortune-telling platforms primarily to gain insights into the future and prepare for potential problems (25.5%). Notably, 59.8% have never recommended the service to others, while (44.3%) of respondents trust predictions to some extent (50–70% confidence) and use them to address life challenges. The analysis highlights that varying factors influence Generation Z’s engagement with online fortune-telling platforms, leading to diverse service utilization behaviors The reasons for using fortune-telling services were statistically significant (f = 4.041, p = .04)

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