Yuka Utsunomiya

This paper is an analysis of research concerning the diffusion of durable consumer goods in the village of Angkhai in northern Thailand. The questionnaire surveys were held twice at the pro-electrification (Oct. 1996) and post-electrification (Oct. 1997) for a comparison of diffusion. In addition the surveys were also held in the neighboring village of Omlong (electrified) at the same point over a specific period of time for the purpose of comparison between two villages.<BR>The diffusion of durable consumer goods of Angkhai is noticeably grown after the the electrification. It is higher than in Omlong, and obviously influenced by the electrification. A gas stove and sewing machine, though they are not concerned with the electric power supply to the village, have shown a high growth of diffusion. It might be an indication of villagers' intentions to acquire a decent life with the opportunity of present electrification.

The authors have been researching on the effects of economic and information development to a Thai community and villagers these past 6 years. The village had received only few information during its unelectrified period. After the electrification in the end of 1996, a lighted life in the evening and TV have been introduced into the village, and villagers have very actively exchanged information with each other. In this paper, the results of latest survey in May 1998 upon making inquiries and hearings, compared with those of the past survey in 1997, are analyzed from viewpoint of information culture. The total number of recently received information has increased. Work-of-mouth information has also noticeably increased through various media. Extension of choice of mass media toward 'news paper and magazines' is observed. Significant increases in receiving external information are suggested extensions of villagers' interest. Furthermore, changes and new behavior such as acquisition of abilities concerning understanding and recognition toward 'information', negotiation with merchants by using external information actively collected by villagers themselves, activation of mobility of man and home, etc., are obserced.