THE CORRELATION AMONG LISTENING EXPOSURE, EXPECTATION, SATISFACTION AND APPLICATION TO ONLINE-RADIO STATION LISTENERS IN BANGKOK

Abstract

This quantitative research study employed the survey research method. The objectives were to 1) explore the listening exposure to online-radio stations of people living in Bangkok, 2) investigate the expectation of online-radio-station listeners living in Bangkok, 3) find out the satisfaction of online-radio-station listeners living in Bangkok, 4) study the application of online-radio-station listeners living in Bangkok, and 5) search for the correlation between listening exposure and listeners’ application of online radio stations living in Bangkok. Taro Yamane formula was used to calculate the result from 400 samples who were asked to response the questionnaire. Statistics including percentage, mean, standard deviation and the Pearson's correlation coefficient analysis were used to analyze the data.
According to the questionnaire, the findings showed that the majority of the sample was 15-to-24-years-old single women and bachelor-degree students. Their monthly income was average between 5,000-10,000 baht. Almost of them listened to 2 online-radio stations and spent 3 to 4 days for a week and 3 to 4 hours for a day. The listeners have known the online-radio stations for 3-4 years. They have also listened particularly to songs at their workplace and schools around 08.01 until 12 o’clock. They first knew the online-radio stations through websites. The purposes of online listening were for pleasure, particularly on pop music.
The results related to listening exposure showed that the majority of the research sample listening to online-news stations, such as news flashes, was at the high level. Additionally, the listening exposure to online-modern-Thai-song stations was at the high level. The listeners’ expectation to online radio stations was at the high level in the aspects of accurately verbal-language use and clearly Thai pronunciation.
Moreover, the listeners’ satisfaction to online radio stations was at the highest level in the aspect of reliable DJ.
The result about listeners’ application were at the high level particularly in the aspect of knowledge and benefit.
The final result showed that the listening exposure to online radio station in Bangkok area correlated to listeners’ application on online radio station in Bangkok area.