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