INVESTIGATING FITNESS CENTER USERS' BEHAVIORS AND INTEGRATED MARKETING COMMUNICATIONS: A CASE STUDY OF THE FACULTY OF SPORTS SCIENCE, BURAPHA UNIVERSITY
Keywords:
Behavior, Fitness Center, Integrated Marketing Communication through Digital MediaAbstract
The aim of this study is to investigate the behavior of fitness center users and their interaction with integrated marketing communication through digital media at the Faculty of Sports Science, Burapha University. The population consisted of the users who had accessed the fitness center of the university, with a sample size of 100 participants. A 5-point Likert scale questionnaire with a reliability of 0.84 was employed as the research instrument. Data were analyzed using percentage, mean (x̄), and standard deviation (S.D.).
The findings revealed that the majority of the sample group was male (66%). The main reason for choosing to exercise was weight loss. Facebook emerged as the main channel for obtaining the information about the fitness center services. The decision to use the fitness center was influenced mainly by the users, and the foremost reason for choosing the service was the convenience of transportation. The most common frequency of using the fitness center was three times per week, and most users had been members for 5-6 months.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารศูนย์ดัชนีการอ้างอิงวารสารไทย ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใด ๆบทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารศูนย์ดัชนีการอ้างอิงวารสารไทย ถือเป็นลิขสิทธิ์ของวารสารศูนย์ดัชนีการอ้างอิงวารสารไทย หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารศูนย์ดัชนีการอ้างอิงวารสารไทยก่อนเท่านั้น
