พฤติกรรมการอ่านนวนิยายออนไลน์ของเจเนอเรชันวายในประเทศไทย

Abstract

This objective of this independent study was to study the online novel reading behavior of generation Y in Thailand. The data was collected from 385 individuals who have Thai nationality, are in generation Y (born 1982 - 2005), have read online novels, and are living in Thailand. The tool used to collect the data was a questionnaire. The data was analyzed using descriptive statistics (frequency, percentage, and mean) as well as inferential statistics (Chi-Square test). The findings show that most of the respondents were single female students, 15 – 18 years old, who have a bachelor's degree and a monthly income less than 5,000 baht. It was found that most respondents' favorite genre of novel was Fantasy and Boy love/Girl love. Most of them read online novels on a smartphone via channels Dek-d and Readawrite. Most who use Dek-d read novels without spending any money. Most who use Readawrite, however, purchase novels to read. They choose the channel that has novels they want to read. Within three months, they spent under 300 THB for online novels. They usually read online novels at home or in a dormitory during the period of 09:00- 00.00 pm every day for fewer than 3 hours. The reason why they read novels was to relax and for entertainment, and the reason why they read online was the ability to read immediately. The people with the most influence on respondents' chosen novels were themselves, a writer or translator, and a reviewer. They usually search for information about novels within the online novel reading channel they use, and after they found the novel they wanted, they read only the intro or the first chapter or bookmarked it to read later. Sex and age were related to respondents' behavior. Sex affected various aspects of behavior, including favorite genre, objective of reading novels, reason for reading in an online channel, source of information about novels, choice of online reading channel, and use of the channel. Age affected various aspects of behavior, including favorite genre, reading place, reading tools, average reading time, objective of reading novels, reason for reading in an online channel, and expenses in 3 months. The results of studying factors of marketing mix for e-commerce found that the respondents gave high priority to every factor. The most prioritized factor is privacy, followed by personalization, place, price, product, and promotion, respectively. The top 5 prioritized sub-factors in order of most-to-least prioritized are novel appearance, confidentiality of users' personal information (not sold or distributed to third parties without their consent), requesting for user permission to send information through various channels to users, stability of the channel, and recording the stopping point so users can easily continue reading at a later time. Sex and age did not affect the most prioritized sub- factor of each marketing mix for e-commerce factors.