Image of Government Housing Bank Received by Current User and Competitive User

Abstract

This study is a quantitative research work that uses survey research method to study on media exposure, recognition of images, and behaviors and tendency of behavior to use services of Government Housing Bank between current users and competitive users, and to study on differences and correlations of such variables. Data were collected from samples whose ages are 25 years or greater, working and making money from occupations, for 400 samples in total, divided into 200 current users of the services of Government Housing Bank and 200 competitive users of the service. The findings from the study has pointed out that most of the samples are 25-34 years old, working as private company/shop employees and earning around 40,001 baht or more. The results from the testing of Research Hypothesis 1 have shown that current users of Government Housing Bank with differences in terms of genders, ages and incomes show no difference in terms of exposure to media of Government Housing Bank. Meanwhile, current users of the services with difference in terms of occupations show difference in terms of exposure to media of Government Housing Bank. Competitive users with differences in terms of genders, ages, occupations and incomes show no difference in terms of exposure to media of Government Housing Bank. Samples of different types show difference in terms of exposure to media of Government Housing Bank. The results from the testing of Research Hypothesis 2 have shown that the media exposure of current users and competitive users has positive correlations with correlation coefficients in moderate level. The results from the testing of Research Hypothesis 3 have shown that the recognition of images of current users and competitive users has positive correlations with correlation coefficients in very high level and high level, respectively.