A RELATIONSHIP OF SELF CONCEPT AND PERCEIVED BENEFIT CONGRUITY TO SPORT PARTICIPATION

Abstract

Sport participation has often been discussed and being positively related to the self enhancement. When perceived benefit of sport is matched with the self-image, its congruity plays an involved role to determine participation with a domination of social self-image. This research adopted a mix methodology of qualitative and quantitative study. An in depth interview of 75 Thai adults was conducted to identify the perceived benefit of sport participation. The relationship of self-concept and perceived benefit congruence to sport participation was further examined with 1460 samples. Statistical analysis used Mean and Standard Deviation, Pearson Product Moment and Multiple Regression. Results showed that concerns on the good health and body fit are the main perceived benefit of participation (M = 4.43 and S.D. = 0.98). Congruity of good health benefit and social self-image was correlated (P=0.712) and related to sport participation with coefficient =1.000. It indicated that the congruence of the perceived benefit and the social self-image determines to sport participation. The findings can be applicable for developing an effective marketing communication when government implements the health promotion campaign to support National Sport Policy. An inclusion of social self-image to the communication of physical health benefit could play a role to convince and motivate people for more participation. This will finally support a success to the National sport policy which aims to drive up participation from Thai people.
(Journal of Sports Science and Technology 2014;14(1): 177 -192)
KEYWORDS: Self Concept; Self Congruity; Sport Participation; Thailand