THE FACTORS INFLUENCING FAN CLUB PURCHASE INTENTION ON PRODUCTS AND SERVICES OF FOOTBALL CLUBS SPONSORS IN THAI PREMIER LEAGUE

Abstract

The objective of this research is to study direct, indirect, and overall influences of factors affecting the intentions to buy goods and services of football clubs sponsors in Thai premier League.  Sample groups used in this research are 1,100 fans of 18 football clubs in Thai premier league by multi-stage sampling.

                Variables to be studies are factors influencing the intention in purchasing goods and services of football clubs sponsors of Thai premier league which include:  (1) Involvement, (2) Affective Commitment, (3) Service Quality, (4) Team Attachment, (5) Sponsor Integrity, (6) Charity Motive, (7) Sport Image, (8) Core Brand Attitude, (9) Word of Mouth, and (10) Subjective Norm.  The tool used in this research is a questionnaire developed by the researcher based on variable concept.  Data analysis is done on Statistical Package for the Social Sciences (SPSS) program for analysis of descriptive statistics such as percentage, average, standard deviation, chi-square, and Pearson Correlation. LISREL program is used to analyze elements to confirm and check for correlation between types according to theory and empirical data.

The Research Results are as follows:

1. The basic reasons of the factors affecting the intention of purchasing goods and

services of football clubs sponsors in Thai premier league which are developed have correlation values to final type of empirical data with statistical value of Chi-square =18.2, degrees of freedom value = 23, probability value = .75, estimate error of the square root value = 0.0, critical sample size value = 2535.58, index of square root value with averaged of fraction in standard score = 0.008, index of correlation value = 1.00, adapted index of correlation value = 0.99, and index of comparison adequacy value = 1.00.  When taken into account the decision coefficient, it was found that the variables to be studied in types that could explain the variation of the intention to purchase goods and services of fans from football clubs in Thai premier league are 73 per cent.

1. The variables with overall influence to the intention to purchase goods and services

are in the following descendent order:  (1) Sponsor Integrity and Sport Image = 1.00, next (2) Charity Motive = 0.59,  (3) Core Brand Attitude = 0.43, (4) Team Attachment = 0.37, (5) Service Quality = 0.31  and Word of Mouth = 0.31, (6) Affective Commitment = 0.16, 7) Involvement = 0.13, (8) Subjective Norm = 0.03.

(Journal of Sports Science and Technology 2013;13(2): 59 – 66 )