The Audiences’ Exposure Behavior and Satisfaction on “The Mask Singer” Television Program in Bangkok Area.

Abstract

        The study on audiences’ exposure behavior and satisfaction on “The Mask Singer” television program in Bangkok area aims to study on audiences’ exposure behavior and satisfaction on “The Mask Singer” television program. The data was collected by using questionnaires with 400 people of sample population. The statistics were used in data analysis including frequent, percentage, average, standard deviation, T-test, one-way ANOVA, and relation test by using Pearson product-moment correlation coefficient.

        The study found that audiences were female more than male, age was 20 – 29 years old, education was between upper high school or equivalent to vocational certificate, monthly income was 10,001 – 30,000 Thai Baht, and most occupation was student. For watching behavior on “The Mask Singer”, most of sample population watched it through televisions and Season 4 was the most favorite. The watching frequency was 4 episodes a month and watched each episode for 2 hours from beginning until end and always concentrate on whole episode. The most favorite part of each episode was Q&A part. Most of audiences known this program from television advertising. Most of sample population had a satisfaction on “The Mask Singer” in the highest level, an average satisfaction score was 4.29 from 5.00. The program production was the most satisfaction and the least was the show presentation that had and average score at 4.1 from 5.0. The hypothesis test found that the differences of demographic characteristics of audiences on age, education, income, and occupation had affected on watching behaviors and the differences of demographic characteristics on gender, age, income, and occupation also had affected on satisfactions on “The Mask Singer”. The relation between watching behavior and satisfaction on “The Mask Singer” was not significantly  corelated at 0.01.