MOTIVATING FACTORS TO ATTEND FOOTBALL GAMES
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Abstract
Purpose: The objective of this study has two folds: to investigate the motivating factors to attend football Thai League 1 (T1) and 2 (T2) and to compare the motivating factors to attend T1 and T2. The sample of this study comprised 800 male and female spectators whose ages are over than 18 years old. 2.
Methods: The measure was adopted from Wang and Matsuoka (2014) and adapted to Thai football contexts. Independent sample t-test was used to analyze the motivating factors.
Results: The results show that in overall sport interest is the highest motivating factor. Spectators in T1 have higher motivations in sport interest, achievement, socialization, drama, family bonding, and interest in player than T2. However, motivating factors in escape and support the city of T1 spectators are lower.. Moreover, results show that every motivating factor is found different between two leagues except in knowledge principle.
Conclusion: It can be concluded that the motivating factors to attend football games are important variables used to segment consumers. Marketers, football clubs, and those involved can use results from this study to do marketing segmentation strategically and popularize football games in each league to meet spectators’ motivations.
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