Factors Influencing the Attitude towards Choosing to Watch Moral Dramas on TikTok among Generation Y in Bangkok

Abstract

This research aims to compare the differences in demographic characteristics such as gender, age, education level, occupation, and average monthly income, and their effects on the exposure to moral dramas on TikTok among Generation Y viewers in Bangkok. It also examines the viewing factors, including frequency, type, timing, experience, and engagement (comments or follows), that influence attitudes toward watching moral dramas. A mixed-method research design was used, gathering quantitative data through online surveys from 400 respondents aged 22-41 (born between 1981 and 2001) and qualitative data through in-depth interviews with 9 voluntarily selected participants.

Descriptive and inferential statistical methods were applied, including analysis of variance to compare demographic differences and multiple regression analysis to explore the relationship between viewing factors and attitudes toward viewing.

The findings reveal that demographic characteristics such as age and education level do not statistically affect the exposure to moral dramas on TikTok. However, factors such as viewing frequency and engagement (comments or follows) are positively correlated with viewers' attitudes. The in-depth interviews indicate that viewers prefer to watch moral dramas during their free time due to the short and convenient nature of TikTok videos. Additionally, viewers value content that is meaningful and interesting and tend to follow or comment on content to support the creators on TikTok.