| Summary: | 碩士 === 中國文化大學 === 新聞學系 === 102 === Nowadays, global culture as the result of globalization has made a great change in Thai people’s lifestyle; meanwhile this also causes the dilution of Thai cultural identity or Thainess day by day. These new foreign values as global culture can be transmitted through global media. Conversely, it is possible that using local media could help support local culture and raise awareness of Thai cultural identity among people. The research aims to study the casual relationship among Thai cultural identity or Thainess from cultural television programs, consumer intention, and viewing intention in Thai audience. The independent variable of this study is cultural television program, the perception of cultural identity as a mediator; purchasing intention and subsequent viewing intention are dependent variables. Online and paper-based questionnaires are main tools to get the data from Thai respondents in various ages. All the data are analyzed by SPSS program with descriptive statistical analysis, as well as factor analysis, Sobel test and linear and multiple regression analyses. A total of 400 questionnaires were collected. The majority of the respondents are female (51%), below aged 19 (26.7%), student (28.7%), income 20,001-30,000 THB (30.5%), education in bachelor (55.5%), and living area in other provinces not in Bangkok and metropolitan area (59.3%). According to the result, the first conclusion is, in term of cultural television program, program presenting is the most influential factor, affecting cultural identity, purchasing intention on Thai cultural product, and subsequent viewing intention on cultural television program. While, timing of cultural television program broadcasting has the least influence on these relationships. For the second conclusion, personal identity as one of cultural identity construct, showed the strongest influence on cultural consumption which are purchasing intention on Thai cultural product and subsequent viewing intention on cultural television program. Its influence of cultural homogeneity is much less on the cultural consumption. The third conclusion is about the mediating effect. Using cultural identity as a mediator can increase a total effect between independent and dependent variables. In the research, cultural identity can increase effects from cultural television program to intentions of Thai cultural product purchasing and subsequent viewing of cultural television program.
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