Factors Influencing the Decision to Watch the Tokusatsu Kamen Rider Movies and Purchase Toys from the Movies in Thailand

Main Article Content

Natthawut Chatchalermwit
Watcharapoj Sapsanguanboon


   The objectives of this research were (1) to study the factors that influence the decision to watch the Tokusatsu Kamen Rider movies and (2) to study the factors that influence the decision to buy toys from the Tokusatsu Kamen Rider movies. A quantitative research was applied for this research with questionnaire and collected the data from 400 people aged 14-46 who was a member of the group or followed the page in Facebook that had content about Tokusatsu Kamen Rider. The data collected were analyzed by using the percentage, mean and standard deviation. Chi-square Test was conducted to test the hypotheses. The results of study revealed that the factors that influence the decision to watch the Tokusatsu Kamen Rider movies were technique of film elements, actors of film elements, producer of film elements and distribution channel of movies at a significant level of 0.05, but story of film elements, director of film elements and marketing promotion didn’t influence the decision to watch the Tokusatsu Kamen Rider movies. The factors that influence the decision to buy toys from the Tokusatsu Kamen Rider movies were benefit of toy components, quality of toy components, marketing promotion, distribution channels and the decision to watch Kamen Rider at a significant level of 0.05, but package of toy components and price didn’t influence the decision to buy toys from the Tokusatsu Kamen Rider movies. The results of research could be applied for producing the marketing plan, business plan or feasibility study of Tokusatsu Kamen Rider in Thailand


Download data is not yet available.

Article Details

Research Article


Bandai Namco Holdings Inc. (2020). Financial Highlights for the Fiscal Year Ending March 31, 2020. Retrieved from https://www.bandainamco.co.jp/cgi-bin/releases/index.cgi/file/view/9798?entry_id=6622

Cronbach, L. J. (1990). Essentials of Psychological Testing (5th ed.). New York, NY: Harper and Row.

Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction Observations on Intimacy at a Distance. Psychiatry Interpersonal and Biological Processes. 19(3), 215–229. Retrieved from https://doi.org/10.1080/00332747.1956.11023049

Isotalus, P. (1995). Friendship through screen: Review of parasocial relationship. Nordicom Review, 1, 59–64.

John Nopadon Vasinsunthon & Wanichaya Nawalang. (2012). The factors influencing toy purchasing behavior of primary school students in Muang District, Chiang Mai in 2012 (in Thai). Retrieved from http://johnnopadon.blogspot.com/2012/07/blog-post.html

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). New Jersey, NJ: Pearson Education.

Naphak Jitsatikul. (2014). Media exposure, consumer behavior and merchandise in Otaku Culture. (in Thai). (Master's thesis). National Institute of Development Administration, Bangkok, Thailand.

National Statistical Office. (2019). Number of Population from Registration by Age, Sex and Province: 2019. Retrieved from http://statbbi.nso.go.th/staticreport/Page/sector/TH/report/sector_01_11101_TH_.xlsx

Parichart Sthapitanonda & Singhal, A. (1999). Cultural Shareability, Role Modelling and Para-Social Interaction in an Entertainment-Education Film: The Effects of Karate Kids on Thai Street Children. In S. Ralph, J. L. Brown, T. Lees (Eds.), Youth and Global Media (pp. 205–217). Retrieved from https://bit.ly/3y5Q8ZM

Pitak Panprem. (2007). Factors affecting the decision to watch horror movies of teenager in Bangkok. (in Thai). (Master's thesis). Thammasat University, Bangkok, Thailand.

Princhart Charungchitpracharom. (2010). Communication, parasocail interaction and pro-socail value learning in fanclub of masked rider cartoon series. (in Thai). (Master's thesis). Retrieved from http://cuir.car.chula.ac.th/bitstream/123456789/20703/1/princhart_ch.pdf

Raksarn Wiwatsinudom. (2006). Direction of domestic film industry development (research report) (in Thai) Bangkok: Chulalongkorn University. Retrieved from https://cuir.car.chula.ac.th/bitstream/123456789/7826/1/Raksarn_dir.pdf

Sirada Ketuiem. (2002). Marketing communication factors influencing Thai movie viewing behavior (in Thai) (Master's thesis). Retrieved from http://cuir.car.chula.ac.th/bitstream/123456789/10623/1/Sirada.pdf

Supat Shivapornpan. (2019, May 2). Kamen Rider, Super Sentai and Ultraman look back to the superhero in Heisei generation that step out to make new things [Blog post] (in Thai). THE STANDARD. Retrieved from https://www.blockdit.com/posts/5ccabb606706202fc8c341c8

Urapong Patkachar. (2016). Film elements and the integrated marketing factors affecting audiences behavior toward Thai romantic films (in Thai). Phranakhon Rajabhat Research Journal Humanities and Social Sciences, 11(1), 74–89. Retrieved from https://so05.tci-thaijo.org/index.php/PNRU_JHSS/article/view/45086/49835

Weerasak Kowsurat. (2014, November). Project Thai film business 2.4 ten-billion-baht industry (in Thai). Forbes Thailand. Retrieved from http://surl.li/axhta

Yamane, T. (1967). Statistics: an introductory analysis (2nd ed.). New York, NY: A Harper and Row.