ANALYSIS OF FACTORS AFFECTING THE ENGAGEMENT OF BURIRAM UNITED FOOTBALL FANS
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Abstract
This research aimed to analyze factors of football fans Buriram United football fans and to analyze the relationship of factors affecting the engagement of Buriram United football fans. This research is the quantitative research. The sample was used 400 sample were selected Convenience Sampling. The tool using to collect data was questionnaire. The statistics for data analysis were percentage, mean, standard deviation and Stepwise Multiple Regression Analysis. The results of the study were as follows. There were 5 factors affecting the engagement of Buriram United football fans: football fans types, fans personality, digital literacy on social media, social media information search and fans loyalty. Regression analysis showed that these 5 factors could predict the engagement of Buriram United football fans. The predictive power was at 79.6 percent, and the coefficient of the predictor variable was written in the equation in the form of a raw score, which is; =-.401 + .261 (X1) + .103 (X2) + .299 (X3) + .137 (X4) + .312 (X5) and in the form of a standard score is; = .335 (X1) + .055 (X2) + .287 (X3) + .179 (X4) + .355 (X5)
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