การศึกษาพฤติกรรมการบริโภคและการเลียนแบบวัฒนธรรมผ่านซอฟต์พาวเวอร์ด้านละครไทยสู่มิติความยั่งยืนของประเทศทางเศรษฐกิจและสังคม-มุมมองผู้บริโภคชาวจีนยุค Gen Z

The objectives of this research were 1) to study the effect of soft power in Thai drama on economic and social aspects, 2) to study the relationship between personal factors, viewing behavior, and consumption behavior of Chinese consumers in the Gen Z, and 3) to study the relationship between personal factors, viewing behavior, and cultural imitative behavior of Chinese Gen Z. Quantitative research was conducted using a questionnaire as a data collection tool, with a random sample of 390 Chinese Gen Z aged between 18-24 years old. Data analysis was based on Pearson's correlation coefficient statistics and multiple linear regression. The results showed that among five personal factors (gender, age, education level, monthly revenue, and source of revenue), only gender and monthly revenue were related to consumer behavior. Among the viewing behavior factors (channels, frequencies, methods, and reasons for viewing Thai drama), only the frequency of viewing was related to consumer behavior and was able to predict consumer behavior in Thai drama (r2=.236, sig. 0.05). For cultural imitative behavior, only monthly revenue and viewing frequency and reasons for viewing were related and were able to predict cultural imitative behavior in Thai drama (r2=.209, sig. 0.05). The results of this research are useful for people who want to study factors affecting consumption and imitation of Thai culture through soft power in Thai dramas of Gen Z Chinese consumers in order to plan to support the expansion of their related businesses effectively.

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