รูปแบบการดำเนินชีวิต พฤติกรรมการบริโภค และการเปิดรับสื่อของชายรักชายในเขตกรุงเทพมหานคร

Abstract

The purpose of this research are to study lifestyles, purchasing behavior and media exposure of  male homosexual in Bangkok. Questionnaires were used to collect data from a total of 400 gays in Bangkok. Descriptive analysis, Factor analysis and Pearson’s product moment correlation coefficients were used to analyze data through SPSS for Windows. Results of the research are as follows:

1. Bangkok gays are categorized into 7 lifestyles namely Traveling Lifestyle, Elegant Lifestyle,  Adventurous Lifestyle,  Hi-Technology Lifestyle,  Online Lifestyle,  Thai nationalism Lifestyle and Homey Lifestyle.

2. In terms of consuming behavior, gays in Bangkok highly expend on fashion and entertainment items.

3. Bangkok Gays highly expose to media, which are Internet, Television and radio. For the gay media which were exposed most are Person media, Internet and mass media.