รูปแบบการดำเนินชีวิต การเปิดรับสื่อ และความภักดีของผู้ฟังรายการวิทยุกรีนเวฟ

Abstract

The objectives of this research were 1) To study lifestyle, media exposure and loyalty of greenwave radio programme audiences, 2) To study the relationship between lifestyle and media exposure of greenwave radio programme audiences, 3) To study the relationship between lifestyle and loyalty of greenwave radio programme audiences, 4) To study the relationship between media exposure and loyalty of greenwave radio programme audiences. This study employs quantitative methodology using a survey with questionnaires to collect data from 398 men and women, working people, aged between 20-60 years old in Bangkok. The collected datas will be later analyzed by Pearson’s product moment correlation coefficient and Factor analysis. The results of this research can be summarized as follows: 1. The lifestyle of greenwave radio programme audiences were segmented into 7 groups ; 1) Conservative group, 2) Self-entertaining group, 3) Family-oriented group, 4) Conscious group, 5) Work-life balance group, 6) Work and economy-oriented group, and 7) Entertainment lovers group. 2. The lifestyle of greenwave radio programme audiences had a positive correlation with media exposure, at significant level of 0.001 except for Conservative group. 3. The lifestyle of greenwave radio programme audiences had a positive correlation with their loyalty to the program, at significant level of 0.001. 4. Media exposure had a positive correlation with loyalty of greenwave radio programme audiences, at significant level of 0.001