Main Article Content
Purpose: The purpose of this research was to study loyalty affecting the decision making to buy Thailand national football jersey of Thai fans.
Methods: The samples used in this study were 400 Thai fans who bought Thailand national fooybal jersey. Questionnaires were used as a main method to collect data in this research with IOC of 0.86 and coefficient alpha equal of 0.95. Questionnaires were collected at sport stadium at Thammasat University, Rangsit campus. The data were conducted through FIFA Day and 2022 FIFA World Cup Asian Qualifiers. Thailand national football team played as a home team (2 matches). This research adopted a quota sampling technique by collecting 200 questionnaires per match at the entrance of sport stadium, Thammasat University, Rangsit campus, before the match started. This study also applied statistical data analyses with the determination of patterns in the data such as the frequency, percentage, mean and standard deviation. This research also undertook Multiple Linear Regression with statistical significance at 0.05 to test the hypothesis of this research.
Results: Hypothesis testing showed that loyalty including attitude and behaviour has affected the decision making to buy Thailand national football jersey of Thai fans with statistical significance at 0.05.
Conclusion: The loyalty including attitude and behaviour has affected the decision making to buy Thailand national football jersey of Thai fans.
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