FACTORS AFFECTING THE SPENDING AND SAVING BEHAVIOR OF SOUTH KOREAN ARTIST FANS IN THAILAND

Abstract

The objective of this research aims to study the spending and saving behavior and factors affecting the spending and saving behavior of South Korean artist fans in Thailand. This research is a quantitative study. Data were collected by questionnaires from 417 samples who are South Korean artist fans in Thailand. The results showed that most fans were female with the percentage of 86.6, aged between 21 and 30 years old with the percentage of 72.7, were students with the percentage of 56.1, and were employees of the company with the percentage of 28.3, of which South Korean artist fans have a monthly income of less than or equal to 10,000 baht with the percentage of 37.6. The findings from the study of spending and saving behavior showed the overall level of practice was moderate with a percentage of 2.11. Items with a high level of practice were purchasing artist’s merchandise for collecting with the percentage of 2.37 and setting aside part of the income to save before spending for artist with the percentage of 2.40. The multiple regression analysis showed that the factors affecting spending and saving behavior of South Korean artist fans in Thailand are psychological factors such as motivation and sense. These two variables could predict the spending and saving behavior of South Korean artist fans in Thailand by 18.5 percent at the 0.001 level of significance.