Viewing Behavior of GMMTV Y-Series and Factors Affecting Viewing Decisions of Students at Nakhon Pathom Rajabhat University

Abstract

The objectives of this research were: 1) to study the viewing behavior of GMMTV Y-series among students at Nakhon Pathom Rajabhat University, And 2) to study the factors influencing the viewing decisions of students at Nakhon Pathom Rajabhat University. This quantitative research utilized questionnaires to collect data from a sample of 400 students selected through stratified sampling. Data were analyzed using descriptive statistics, including percentage, mean, S.D. and standard deviation. The results indicated that the overall viewing behavior was at a high level ( x ̅ = 3.84). The majority of viewers preferred the YouTube application (73.8%) and the most popular viewing time was before bed (77.0%). Factors affecting viewing decisions were overall at a high level ( x ̅= 3.86). Production quality and content had the highest influence on viewing decisions (x ̅= 3.90), followed by fan culture (x ̅= 3.84), and agenda setting and public relations (x ̅= 3.83). The findings suggest that producers should prioritize production standards and artist management to foster engagement.