THE KEY MOTIVATIONAL FACTORS THAT INFLUENCE THAI PEOPLE LIVING IN BANGKOK TO PARTICIPATE IN MUAY THAI CLASS AT MUAY THAI GYM. The study results showed that there are no differences between gender and income groups in the intention to participate in Muay Thai class among Thai participants at the age of 18 – 40 years old.
INTRODUCTION
Research question
What are the main motivation factors that influence Thai people living in Bangkok to join Muay Thai class in Muay Thai gym.
Research objective
Research scope
The age group of the respondents will be focused on Thai customer's age between 18 – 40 years old to analyze their motivations to take Muay Thai class.
LITERATURE REVIEW
- Definition and Key Concepts
- Consumer Behavior
- Purchase Intention
- Demographic Characteristics
- Gender
- Income
- Health Related Motives
- Body Weight Control
- Physical Fitness Improvement
- Service Marketing Mix (7P’s Marketing Mix)
- Product
- Price
- Place
- Promotion
- People
- Process
- Physical Evidence
- Social Factor
- Reference Group
- Psychological Factors
- Motivation
- Proposed Framework Model
H3: Body weight control will have a positive relationship with purchase intention in Muay Thai training class. H4: Improving physical fitness will have a positive relationship with purchase intention in Muay Thai training class.
METHODOLOGY
- Research Design
- Sample Size
- Quantitative Design
- Research Instrument
- Constructs Measurements
- Questionnaire Design
- Personal demographic information, nominal scale will be used to analyze the first 4 questions
- To investigate personal opinions toward each factor that influence Thai consumer behavior and purchase intention to enroll Muay Thai class. This section
- Data Collection
- Data Analysis
The sample for this study was collected from Muay Thai respondents living in Bangkok and not. Due to the fact that there is no statistical data of fitness or Muay Thai gym members. I prefer the gym that sells a variety of Muay Thai clothing such as Muay Thai gloves, body.
I decided to choose a Muay Thai gym after comparing the price with other Muay Thai gyms. My favorite muay thai gym is in malls like department stores, malls. I had heard people talking about practicing Muay Thai, so I decided to take a Muay Thai class.
Several statistical methods will be used to test hypotheses related to the topic of the factor influencing consumers' motivation and intention to purchase a Muay Thai course. One-way ANOVA analysis is useful for comparing age, gender, and personal monthly income in terms of Muay Thai purchase intentions.
FINDINGS
Result and Analysis
- Demographic profile of respondents
- General profile about Involvement in Muay Thai
By gender, 73.8% of the respondents were female and 26.2% of the respondents were male. According to the skipping pattern of the questionnaire, 52 respondents answered that they had no previous experience with Muay Thai, so they would skip the question about being involved in Muay Thai and then proceed to the next part of the questionnaire. 68.3% of a total of 164 respondents had already attended a Muay Thai class at a Muay Thai gym.
However, 31.7% of the total respondents have never experienced the Muay Thai class in their previous experiences. In relation to the frequency of attending the Muay Thai class, the highest percentage of respondents are those who reach the Muay Thai class less than once a week (53.6%), followed by 46.4% who attended Muay Thai class approx. 1 – 3 days a week. During the day to attend the Muay Thai class, a majority of respondents reached classes on the weekend (60.7%), and 39.3% usually go and train Muay Thai on weekdays.
Some of the respondents go to practice Muay Thai at 06:00 – 09:00 (0.9%) and none of them reached the class after 21:00. In terms of the membership program, 38.4% of respondents prefer the <3 month price program and 25.9% the 3-6 month membership.
Analysis of variance, ANOVA
- Gender
- Income
This statistical approach is used to compare the mode of intention to attend muay thai class between two different genders among respondents aged 18-40 years in Bangkok. H1: When exercising Thai wealth, there will be a gender difference of Bangkok consumers in terms of purchase intention. The result in Table 4.3 showed that the average score for male (m=3.60) is slightly lower than female participants (m=3.74) regarding the overall motivation factor.
H1: There will be a difference in Bangkok consumers' gender regarding purchase intention in Muay Thai training class is rejected with 95% confidence interval. One-way ANOVA testing is used to analyze how the intention to participate in Muay Thai class differs between different income groups. H2: There will be a difference in Bangkok consumers' income range versus purchase intention in Muay Thai training class.
Mean intention to attend Muay Thai class at Muay Thai gym showed that the differences in income group were not statistically significant (Sig. = 0.069). Compared to all income ranges, the highest mean score for intention to participate in the Muay Thai class is the mean personal monthly income at Baht (m = 3.94). H2: There will be a difference in the income range of Bangkok consumers towards purchasing intention in the Muay Thai training class is rejected with 95% confident interval.
Factor analysis
- Total Variance Explained
- Scree Plot
- Rotated Component Matrix
Question 48: I've heard people talking about practicing Muay Thai, so I decide to take the Muay Thai class. Question 32: I prefer a Muay Thai gym in shopping centers such as department stores and community centers. Price-related: Price and sales promotion influence the choice of Muay Thai gym among participants in Bangkok.
Weight control: To lose weight, when doing Muay Thai, encourage participants to achieve Muay Thai class. H4: Muay Thai gym service quality will have a positive relationship with intention to participate in Muay Thai training class. H5: Growth needs motivation will have a positive relationship with participation intention in Muay Thai training class.
H7: Evaluation of mental and health will have a positive relationship with the intention to participate in the practice of Thai combat. H8: Comfort and facilities in a Muay Thai gym will have a positive relationship with the intention to attend a Muay Thai training class. H9: Weight control will have a positive relationship with the intention to participate in a muay thai training course.
Multiple regression analysis
- ANOVA result of running Multiple regressions
- Model Summary
- Coefficients result of running Multiple regression
Dependent variable: Q58: I plan to take a Muay Thai class in the next 12 months. As shown in Table 4.6, the ANOVA of the seven motivation factors of the Bangkok respondents in attending a Thai boxing class showed that the significant level of the independent constructs was 0.00 or less. In addition, the result also found that there were three independent variables that significantly influenced the intention to attend a Muay Thai course among respondents in Bangkok (Sig. < 0.05).
To prioritize the degree of impact of each significant influencing factor on the intention to participate in the Muay Thai class at the Muay Thai gym, value on mental &. Therefore, the hypothesis H7: Mental and health values will have a positive relationship with the intention to participate in Muay Thai training class was accepted. As a result, the hypothesis H5: Growth needs, motivation will have a positive relationship with participation intention in Muay Thai training class was accepted.
In addition, the reference group with .014 characteristic (Sig. < .05) and unstandardized coefficients (Beta) of .260 are presented as the factors that had the third largest influence on the intention to participate in Thai boxing. Therefore, the hypothesis H3 was accepted: The reference group will have a positive attitude with the intention of participating in Thai boxing training. Y = Intention to participate in a Muay Thai class in the next 12 months X1 = Value for mental and health.
Hypotheses Summary
Discussion
- Key influencing factors of Bangkok respondents’ behaviors in participating Muay Thai class
- Key influencing factors of Bangkok respondents’ participating behaviors toward intention to participate Muay Thai class
- Motivation for Value on mental & health
- Growth needs motivation
- Reference Group
- Summary
It also revealed that both genders of Muay Thai participants in Malaysia were strongly motivated by a factor related to existence (physical fitness and self-defense) rather than kinship and growth needs (Tah Fatt Ong, 2015). The finding of this research revealed a significant relationship between mental and health value, especially health-related benefits, emotional benefits on intention to participate in a muay thai class. Moreover, given the fact that Thai society is both hedonistic, this may contribute to encouraging Thais to take a Muay Thai class to satisfy their mental needs such as fun and happiness.
In addition, the characteristics of the sport of Muay Thai can be matched with hedonic needs such as Thai consumer behavior. Furthermore, the study among Malaysian participants found that entertainment and fitness were the 2 most important reasons influencing Malaysian people to participate in Muay Thai (Tah Fatt Ong, 2015). According to research findings, there was a significant relationship between growth-related need motivation and intention to participate in Muay Thai.
Also, Thai consumers could place more emphasis on fun and enjoyment in Muay Thai class to meet the needs of existence, as the researcher mentioned in 4.9.3 about the value of mental and health. That is one reason why the relationship between growth-related motives and intention to participate in Muay Thai class appears to be negative. The research results also show that the reference group, including social trends, friends' suggestions and celebrity influencers, have a positive relationship with the participation intention in Muay Thai training class.
CONCLUSION AND LIMITATION
- Conclusion
- Contribution of the Study
- Recommendations and Practical Implications
- Limitations
- Future Research
Then, multiple regression was used to analyze and measure the relationship between the seven independent factors and the participating intention to take a Muay Thai course. In addition, there are three key factors that influence the behavior of Thai consumers towards the intention to participate in Muay Thai. First, there were no differences between genders and income groups regarding the intention to participate in a Muay Thai class.
In addition, it showed a significant relationship between intention to participate in a muay thai class and mental and health value, particularly health-related and emotional benefits. However, the relationship between growth-related motives and participation intention towards the Muay Thai course was negative. Motivation for growth needs will have a negative relationship with intention to participate in Muay Thai practice.
So, the more they focus on their insights, the better the performance in increasing the participation rate in the Muay Thai class. Third, this research only captured a broader picture of muay thai participants' behavior regarding the purpose of attending a muay thai class. As a result, the improved information can support a more robust prediction regarding the decision to participate in a Muay Thai training course.
A study of commercial health and fitness club consumer behavior - a case of consumers in Liverpool. Audience Satisfaction Management of Thai Boxing in Thailand: A Case Study of Lumpini and Ratchadamnern Stadiums. Motivation for Youth Participation in Sport and Physical Activity: Relationships to Culture, Self-Reported Activity Levels, and Gender.
Retrieved May 2, 2016, from Rajadamneon Singha Muay Thai Academy: http://rsm-academy.com/classes/#level-1- muay-thai-class. Customers' Expectations of Service Quality in Thai University Fitness Centers in Bangkok Metropolitan Area, Thailand. Predicting intention and behavior to purchase environmentally friendly or green products among Thai consumers: An application of the theory of reasoned action.
APPENDICES
Appendix A: Questionnaire in English
Check ☐ in the table to indicate how much you agree with each following statement about the factors that influence participation in Muay Thai classes. Service Marketing Mix Question 16: I select the Muay Thai gym based on the variety of training activities they offer. Q50: Muay Thai training helps me develop self-defense skills. Q51: I am interested in Muay Thai because it can help me release stress.
Question 52: I prefer to participate in Muay Thai class because it gives me the opportunity to improve social relationships.
Appendix B: Questionnaire in Thai
มหาวิทยาลัยมหิดล
อายุ
คุณพักอาศัยอยูในกรุงเทพมหานคร
โปรแกรมสมาชิกตอยมวยที่คุณเลือก
คําถาม
เห็นดวย มากที่สุด
เห็นดวย มาก
เห็นดวย ปานกลาง
เห็นดวย นอย
เห็นดวย นอยที่สุด
การเรียนมวยไทยจะชวยใหฉันมี
บุคลิกภาพทางกายที่ดี
ฉันเชื่อวาการฝกมวยไทยจะทําให
รายกายแข็งแรง
ชื่อเสียง
โปรแกรมฝกมวยไทยควรจะมี
หลากหลายราคาใหเลือก
จะฝกมวยไทย
ใกลที่ทํางานหรือบาน
พนักงานใหบริการดี
ซับซอน
สถานที่ฝกสอนมวยไทยควรมี
บรรยากาศที่ดี
อํานวยความสะดวกครบครัน ปจจัยทางสังคม
จะไปฝกมวยไทย
กิกกรรมที่นาสนุก
การฝกมวยไทยจะชวยทําใหฉันมี
เพื่อนมีสังคมมากขึ้น
การไปฝกมวยไทยทําใหฉันไดใช
เวลารวมกับเพื่อนๆมากขึ้น
ฉันตองการจะประสบความสําเร็จ ในการฝกมวยไทย
