รูปแบบการดำเนินชีวิตของเจเนอเรชั่นแซดในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to explore the lifestyles of generation Z, which refers to those who were born in 1995-2003, in Mueang Chiang Mai district. In this study, the consideration was focused mainly on three aspects of lifestyles: activities, interests, and opinions. Questionnaires were used as the tool to collect data from samples, which were identified to 400 students studying in Mathayom Suksa 1 to Mathayom Suksa 6 at schools in Mueang Chiang Mai district. Data obtained were then analyzed by Factor Analysis to reduce variables by grouping those correlated variables together and K-Mean Cluster Analysis to forming groups and observing the dominant characters of each group. The findings presented that the generation Z in Mueang Chiang Mai district was divided into 4 groups. Group 1 was the group with a strong intention of education. The dominant characters of this group included focusing on education, interesting in online social media, and using Internet to access news and entertainment. The majority of this group was female in the age of 17 – 19 years old, studying in Mathayom Suksa 5 – Mathayom Suksa 6, and got average monthly allowance at less than 2,000 Baht. Group 2 referred to the group with an unconcern on good. The dominant characters of this group included lacking of public conscious, being irresponsible, having no concentration on education, loving exercises, sports, and games, paying importance to friends, and being flexible on principles and rules. Demographic characteristics of the people in this group were male in the age of 17-19 years old and 15 years old, studying in Mathayom Suksa 5 – Mathayom Suksa 6 and Mathayom Suksa 3, and got average monthly allowance at 2,001-4,000 Baht. Group 3 was the group with Thai value and with public consciousness. The dominant characters of this group included carrying value of Thai-ness, not following fashion trend, loving to be with friends, being responsible, being concentrate in education, and paying importance to family. Demographic characteristics of the people in this group were female in the age of 17-19 years old, and 12-14 years old, studying in Mathayom Suksa 5 – Mathayom Suksa 6, and Mathayom Suksa 1 – Mathayom Suksa 2, and got average monthly allowance at less than 2,000 Baht. Group 4 was the group with the value of westernization. The dominant characters of this group included carrying value of westernization, playing online games and accessing Internet at leisure, loving western fast food and bakery, paying importance to friends, preferring foreign films, following fashions of film stars, using products with brands, and loving shopping at department stores. Demographic characteristics of the people in this group were male in the age of 17-19 years old, studying in Mathayom Suksa 5 – Mathayom Suksa 6, and got average monthly allowance at 2,001-4,000 Baht.