有格调的城市生活:曼谷Y世代生活方式的探索性调查

Q2 Social Sciences

Journal of Population and Social Studies Pub Date : 2023-09-13 DOI:10.25133/jpssv322024.003

Papaporn Chaihanchanchai, Saravudh Anantachart

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引用次数: 0

摘要

本研究是对泰国曼谷Y世代生活型态的初步探索。根据AIOs(活动、兴趣、意见)方法，编制了126份声明，并将其分成若干组。通过问卷调查的方式对该队列进行实地调查。通过探索性因素分析(EFA)技术，共分析了455份回复。研究确定了八种不同的生活方式:紧跟潮流的网民、肾上腺素成瘾者、自我照顾的传统主义者、关心实用主义者、以安全为中心的家庭成员、物质主义者、情绪化的facebook用户和讨厌肥皂的人。每个部分都有独特的特点。调查结果显示了曼谷Y世代生活方式的细微差别，为更好地了解这一群体奠定了基础。这有利于营销从业者相应地制定适当的沟通策略、产品和服务。

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Urban Living With Style: An Exploratory Survey of Bangkok Generation Y’s Lifestyle

This study is a preliminary exploration of the lifestyle typologies of Generation Y in Bangkok, Thailand. Drawing upon an AIOs (Activities, Interests, Opinions) approach, 126 statements were developed to segment them into groups. A field survey was employed through questionnaires to collect data from this cohort. A total of 455 responses were analyzed through an exploratory factor analysis (EFA) technique. Eight distinct lifestyle segments were identified: the On-trend Netizens, Adrenaline-addicts, Self-care Traditionalists, Concerned Pragmatists, Safe-centered Family Person, Materialists, Emotional Facebookers, and Soap Haters. Each segment has unique characteristics. The findings show the nuances of the lifestyles of Generation Y in Bangkok, laying the foundations for a better understanding of this group. It is beneficial for marketing practitioners to develop appropriate communication strategies, products, and services accordingly.

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来源期刊

Journal of Population and Social Studies Social Sciences-Anthropology

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： Journal of Population and Social Studies (JPSS) is an open access peer-reviewed journal that is published by the Institute for Population and Social Research, Mahidol University. Journal of Population and Social Studies (JPSS) has ceased its hard copy publication in 2013, became an online only journal since 2014 and currently publishes 4 issues per year. Yet, Journal of Population and Social Studies (JPSS) continues to be a free* of charge journal for publication. Journal of Population and Social Studies (JPSS) welcomes contributions from the fields of demography, population studies and other related disciplines including health sciences, sociology, anthropology, population economics, population geography, human ecology, political science, statistics, and methodological issues. The subjects of articles range from population and family changes, population ageing, sexuality, gender, reproductive health, population and environment, population and health, migration, urbanization and Labour, determinants and consequences of population changes to social and behavioral aspects of population. Our aim is to provide a platform for the researchers, academicians, professional, practitioners and graduate students from all around the world to share knowledge on the empirical and theoretical research papers, case studies, literature reviews and book reviews that are of interest to the academic community, policy-makers and practitioners.