Attitude, Expectation and Behavioral Trend of Thai Movie Viewing of Elderly People in Bangkok

Abstract

                   The objectives of the research are to study media exposure, viewing, attitude, expectation and behavioral trend toward Thai movies and to study factors influencingthe behavioral trend of elderly people in Bangkok. This is a quantitative research with a survey research approach and cross-sectional study. The sample consists of 400 people aged 60 years and above in Bangkok who saw at least one Thai movie over the past year. The findingshows that the majority of the samples are female, between 60 and 69 years old, with primary, secondary and tertiary education levels in approximately equal proportions, and earning less than Baht 10,000 a month. Most are exposed to news on Thai movies through television covering new movies now showing, movie genres, actors, and behind the scenes activities, during 18.00-21.00 hours. They see an average of four Thai movies a year, going to the cinema alone. They choose comedy for entertainment purposes to obtain relief from everyday stress. Their choice is infuenced by movie genres and lead actors. Their overall attitude toward Thai movie viewing is positive (an average of 3.61), with the highest score found in product (an average of 3.7), followed by place (an average of 3.68), and promotion (an average of 3.58) respectively, while a neutral attitude is seen in price (an average of 3.37). Most viewers feel that the commercials of the trailers on television help to motivate the viewing (an average of 3.84), that the genres help to relax and relieve from stress (an average of 3.81), and that the genres of Thai movies well reflectvarious social issues (an average of 3.78). Besides, the samples have a high expectation of Thai cinema, especially when it comes to interesting historical contents, followed by shooting at various sites in the country, using new cinematic techniques, featuring popular actors, and adapting from famous writings respectively. In addition, the testing of the research hypothesis shows that the demographic characteristics (gender, age, education level, and personal income) of the older viewers show no difference in media exposure and viewing of the Thai movies. The attitude has no relation to the Thai movie viewing but is related to exposure to television media and behavioral trend of the Thai movie viewing.