|dc.description.abstract||The objectives of this research were 1) to study attitude and advertising media exposure of
the BTS passengers; 2) to compare the relationship between the BTS passengers’ demographic
characteristics and their service behaviors; 3) to compare the differences of the BTS passengers’
demographic characteristics towards their advertising media exposure; and 4) to study the relationship
of the passengers’ attitudes on the BTS in-trained advertisement with the BTS passengers’ advertising
media exposure. The researcher randomly selected 400 participants through the Cluster sampling
method by using the questionnaire as a data collection tool. The analytical statistics included
standard deviation, mean, average and frequency distribution. The hypothesis testing included
Chi-square, T-Test, F-Test (ANOVA) values testing and Pearson Prodcut Moment correlation coefficient.
The study found that most respondents were single female at age between 21-30 years
old, obtained bachelor degree, worked as employees of private organizations/state enterprises with
an average of below THB 10,000 monthly income. The average usage of the BTS service was once
in a while, during 06.00-09.00 am (Morning rush hour) for leisure purposes (traveling/shopping/personal
business). The overall level of the BTS passengers’ attitudes and their advertising exposures wereat moderate level.
The results of the research testing demonstrated that 1) passengers with demographic
characteristic i.e. the gender difference, posed only one aspect of different behavior in using the BTSservice, which was the traveling hour. For passengers who were different in gender, posed no differentbehavior in using the BTS service. There were 2 aspects found, which were the frequency of serviceand the purpose of use. Passengers who were different in demographic characteristic i.e.
marital status, posed only one aspect of different behavior in using the BTS service, which was
the purpose of service usage. For passengers who were different in marital status posed no differentbehavior in using the BTS service. There were 2 aspects found, which were the frequency of serviceand the purpose of use. Passengers who were different in education level, posed only one aspectof different behavior in using the BTS service, which was the traveling period. Passengers who weredifferent in demographic characteristics i.e. age, occupation and average monthly income,posed different three aspect of different behavior in using the BTS service that included the frequencyof service, the traveling period and the purpose of use, 2) passengers with different in demographiccharacteristic i.e. gender difference, posed different attitude toward the BTS in-trained advertisingmedia. Female passengers had overall attitude on understanding and sentiment higher than male.Passengers with differences in demographic characteristics i.e. age, status, education level, occupationand average monthly income, had no different attitude towards the BTS in-trained advertising media,3) passengers with difference in demographic characteristics i.e. gender difference, had differentexposure towards the BTS in-trained advertising media. Female passengers were more exposedto all 4 aspects of the BTS in-trained advertising media than male passengers. While passengers withdifferences in demographic characteristics i.e. age, status, education level, occupation and averagemonthly income were overall no differences in terms of their BTS in-trained advertising mediaexposure; and 4) passengers’ attitudes toward the BTS in-trained advertising media were overallcorrelated with the BTS passengers which was relatively high.||en_US