Factors that influence students to study electronic music at in ear beat.

Abstract

ABSTRACT Western influence and the advancement of technology and internet create the boom of electronic music in Thailand and it is growing continuously especially the rise of international electronic music festivals and a lot of top local celebrities renowned as electronic music DJs. Electronic music listeners does not only listen, but also possible to learn. In order to provide more cohesive study on Electronic music in Thailand, this research is based on reference to an institute located in Bangkok, Thailand named In Ear Beat which is excellent in electronic music education. The purpose of this research is to understand the factors that influence students to study at In Ear Beat as their choice of school to study electronic music. This research topic can support the electronic music school for working more effective on marketing plan and knowing the way to motivate the target market to take the courses at the school. The quantitative method is used for this study by launching online survey to 110 students. All respondents are electronic music students at In Ear Beat aged between 15-35 years old. This research aim to collect the information and analyze numerical data by using SPSS; descriptive statistics, correlation analysis and multiple regression analysis: in order to describe and identify the potential motivation factors. This research concentrates on four key factors that influence the student to study electronic music at In Ear Beat, which are self-concept of ability, expectancy value theory, education provider and international popularity. Among of four factors, education provider is the most important reason why the students choose to study at In Ear Beat. Other important factors are self-concept of ability and international popularity. For expectancy value theory might be important, as it doesn’t have much correlation with study intention at In Ear Beat.