The present research,focused on the factors affecting consumers behavior in using UBC Cable TV service in Bangkok Area,has the following objectives. First,the study intends to examine certain characteristics of the population who used the UBC service. Second,to study the specific behavior of UBC Cable TV consumers in Bangkok,and third to isolate the factors that have born on the consumers behavior in using the UBC Cable TV. The methodology adopted in this study is of the survey type,in which the primary data were obtained by means of questionnaires. This study involved four hundred questionnaires for the users of UBC Cable TV in Bangkok. Tabulation and analysis of data were based on descriptive statistics,namely,percentage,average,analysis,frequency distribution,and the standard deviation. The study used the chi-squares statistical technique to verify the hypothesis. The findings of the study are as follows. First,the attributes associated with the population of consumers answering the questionnaires were found to be women more than men,with the ages ranging between 20-30 years,who were students mostly with the undergraduate education. These consumers monthly incomes were below baht 20,000 and they were from a family of four members,with the unmarried or single status in most cases. Second,as regards the factors pertaining to the livelihood (AIO(,s)),the study found that the respondents to questionnaires paid much attention to the activity of watching television,especially in their leisure time. The next activity involved the activity of listening to music and having activities with family members. With respect to interest,the respondents to questionnaires attributed the most weight of importance to their own success,followed by attention paid to health,and tourist activity. The respondents were of opinion that UBC Cable TV could be ranked highest in provision of information associated with knowledge

next in order were those who used UBC Cable TV for keeping themselves up with current news and up to date. Thirdly,on the issue of behavior of users of UBC Cable TV. The respondents to questionnaires said that they used UBC Cable TV to have recreation activities in the family,and members in the family,including relatives participated in the selection of UBC Cable TV. The items they regularly preferred most were movies and the shows over the period of time between 6 p.m. and mid-night,Monday through Friday,and with frequency of once to twice a day. These viewers made direct contact with the company. The respondents also noted the following reasons that prompted their decision to use the UBC Cable TV service: the item had quality with diversity,the reasonable prices that were offered in terms of discounts for those with membership status. With respect to the distribution channel,the UBC Cable could be installed directly by the company,which gave confidence to the users. Fourth,the factors affecting the behavior of UBC Cable TV may be summerized as follows. 4.1 The factors related to population such as gender,age,career,education,family,income,number of members in a family,and marriage status,all had favorable effects on users of UBC Cable TV. 4.2 As for the factors related to the livelihood of users (AIO(,s)) including activity openion and interest,have significant effects to behavior of using UBC Cable TV.