Consumer Behavior and Perceptions of Soft Power in Thai Films among GenZ Viewers: Towards National Sustainability in Economic and Social Dimensions

Abstract

        This study aimed to investigate the viewing behavior, consumption patterns, and perception of soft power elements in Thai films among Gen Z consumers, as well as the impact of soft power elements in Thai films on the economy and society. The sample consisted of 400 Gen Z Thai film viewers aged 18-25. Data were collected using questionnaires, and analyzed using descriptive statistics, including percentages, means, and standard deviations. Inferential statistics, namely Pearson’s correlation coefficient and multiple regression analysis, were also employed. The findings revealed that the majority of respondents were female, held a bachelor’s degree, earned less than 10,000 baht per month, and primarily watched Thai films on Netflix, with a viewing frequency of 4-6 films per month. They typically watched films from beginning to end, seeking entertainment and relaxation. The perception of soft power elements among viewers was at a moderate level, with traditional and cultural aspects receiving the highest mean scores, followed by martial arts. Three personal factors, namely education level, occupation, and viewing frequency, significantly influenced consumption behavior, accounting for 19.00% of the variance (p < 0.05). Additionally, two personal factors, occupation and age, significantly predicted the perception of soft power elements, explaining 27.0% of the variance. The results of this study can be utilized to effectively plan for the expansion of related businesses.