Logic of Consumption towards Bicycle using in Everyday’s lives of Thai People

Abstract

The research of Logic of Consumption towards Bicycle using in everyday’s lives of Thai People aim to investigate the real reasons about using bicycle in everyday life’s Thai people. The three objectives of this study are 1) to investigate reasons for bike cycling in everyday life’s Thai people 2) to explain reasons for bike cycling in everyday life’s Thai people and 3) to understand bike cycling’s meanings reasons for bike cycling in everyday life’s Thai people. This research use both qualitative and quantitative methods for comparing the logic of bike cycling consumption between media (textual analysis on 2 bike cycling TV programs and bicycle printed ads in 2 bike cycling magazines) and bikers in Bangkok and Chiang Mai (questionnaire, in-depth interview and observation) The result show that the sampling groups who use bicycle in Bangkok and Chiang Mai mainly select the logic of use value (vehicle, exercise equipment for short distance and equipment for entertainment) and the logic of exchange value (low price). In addition, the most sampling groups select some meanings for the bike cycling’s logic of sign values (profession, freedom, group identities, friendship and etc.) These reasons from bike users in Bangkok and Chiang Mai
are different from printed ads and TV programs (High price, exercise equipment for long distance,
bike touring). So government or other bike cycling organization should focus on the logic of use values
and cheaper bicycle for extending involvement in Thai society.