The Influence of Audience Expectations on Media Exposure of the Television Program Saraphan Luntueng (Bang Khen) on Thai PBS among Generation X Viewers in Bangkok.

Abstract

This study aims to examine the influence of audience expectations on media exposure of the television program Saraphan Luntueng (Bang Khen) aired on Thai PBS among Generation X viewers in Bangkok.

Quantitative research used an online survey from 366 Bangkok-based Gen X viewers, aged 45-60 years, selected via Time-based Convenient Sampling. Data reliability was 0.82. Analysis included descriptive statistics, mean, standard deviation, and Pearson's correlation for hypothesis testing.

The findings revealed a statistically significant relationship between audience expectations and their viewing behavior of Saraphan Luntueng (Bang Khen) on Thai PBS, both in general and across specific dimensions. The four dimensions of expectation, cognition, diversion, social utility and withdrawal were all significantly correlated with viewing behavior.