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ปัจจัยส่วนประสมทางการตลาดที่ส่งผลต่อการตัดสินใจเข้าชมบาสเกตบอลไทยแลนด์ลีก 2016, อธิปวัฒน์ ฉัตรกมลธรรม

Chulalongkorn University Theses and Dissertations (Chula ETD)

การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อศึกษาส่วนประสมทางการตลาดที่ส่งผลต่อการตัดสินใจเข้าชมการแข่งขันบาสเกตบอลไทยแลนด์ลีก 2016 และเพื่อเปรียบเทียบลักษณะประชากรศาสตร์ของผู้เข้าชมบาสเกตบอลที่มีผลต่อการตัดสินใจเข้าชมบาสเกตบอลไทยแลนด์ลีก 2016 กลุ่มตัวอย่างจำนวน 402 คน ซึ่งเก็บข้อมูลโดยใช้แบบสอบถาม ซึ่งมีค่าความความตรงตามเนื้อหาเท่ากับ 0.87 และค่าความเชื่อมั่นสัมประสิทธ์แอลฟาของครอนบาล เท่ากับ 0.94 จากผู้เข้าชมการแข่งขันบาสเกตบอลไทยแลนด์ลีก 2016 จากนั้นนำผลที่ได้มาทำการวิเคราะห์ทางสถิติโดยหาร้อยละค่าเฉลี่ย ( x̄ ) และค่าส่วนเบี่ยงเบนมาตรฐาน (S.D.) และทดสอบเพื่อเปรียบเทียบส่วนประสมทางการตลาดที่ส่งผลต่อการตัดสินใจเข้าชมการแข่งขันบาสเกตบอลไทยแลนด์ลีก 2016 จำแนกตาม เพศ โดยการนำมาทดสอบค่า"ที" (t-test) จำแนกตามอายุ ระดับ การศึกษา อาชีพ และรายได้ โดยการวิเคราะห์ความแปรปรวนแบบทางเดียว (One - way ANOVA) ด้วยการทดสอบค่า "เอฟ" (F-test) ในกรณีที่พบความแตกต่าง ใช้การวิเคราะห์รายคู่ด้วยวิธีของ เชฟเฟ่ (Scheffe Method) และความสัมพันธ์ระหว่างส่วนประสมทางการตลาดที่ส่งผลต่อการตัดสินใจเข้าชมการแข่งขันบาสเกตบอลไทยแลนด์ลีก 2016 โดยใช้วิธีวิเคราะห์ถดถอยพหุคูณ (Multiple Regression Analysis) ผลการวิจัย 1. ด้านข้อมูลทั่วไปเกี่ยวกับผู้เข้าชมการแข่งขันบาสเกตบอลไทยแลนด์ลีก 2016 ของกลุ่มตัวอย่างที่ตอบแบบสอบถามในการวิจัยครั้งนี้เป็นเพศชายและเพศหญิงในสัดส่วนที่เท่ากันส่วนใหญ่มีอายุ 23 - 30 ปี การศึกษาระดับปริญญาตรี ส่วนใหญ่ประกอบอาชีพส่วนตัว และมีรายได้เฉลี่ยต่อเดือนอยู่ในช่วง 15,001 – 30,000 บาท 2. ข้อมูลเกี่ยวกับพฤติกรรมของผู้สอบถามต่อกีฬาบาสเกตบอล พบว่า ส่วนใหญ่ผู้เข้าชมบาสเกตบอลไทยแลนด์ลีก 2016 มีชื่นชอบกีฬาบาสเกตบอลอยู่แล้ว ซึ่งจะมาชมการแข่งขันบาสเกตบอลเฉพาะรายการที่สำคัญและน่าสนใจไปกับกลุ่มเพื่อนที่เล่นบาสเกตบอลเป็นประจำ ซึ่งที่มีทักษะกีฬาบาสเกตบอลอยู่ในระดับปานกลาง (เล่นได้สนุก) โดยมีการติดตามข่าวสารผ่านสื่ออินเตอร์เน็ต เว็บไซต์ เดินทางด้วยรถยนต์ส่วนตัวไปชมการแข่งขัน เพราะมีความชื่นชอบกีฬาบาสเกตบอลอยู่ในระดับมากและเป็นการได้เข้าสังคมหรือกลุ่มเพื่อนที่ชื่นชอบนักกีฬา และกีฬาบาสเกตบอลเหมือนกัน และในการแข่งขันลีกปี 2016 มีการเข้าชมการแข่งขันมากกว่า 5 ครั้งขึ้นไป หากไม่สามารถเข้าชมการแข่งขันในสนามได้จะมีการติดตามชมการแข่งขันผ่านโทรทัศน์ Youtube และราคาบัตรที่ซื้อเข้าชมการแข่งขันมีความเหมาะสมด้วย 3. ส่วนประสมทางการตลาดมีผลต่อการตัดสินใจต่อการเข้าชมการแข่งขันบาสเกตบอลไทยแลนด์ลีก 2016 โดยรวมอยู่ในระดับมาก และในรายด้านทุกด้านอยู่ในระดับมากด้วยเช่นเดียวกัน 4. ผลการเปรียบเทียบปัจจัยส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจเข้าชมการแข่งขันบาสเกตบอลไทยแลนด์ลีก 2016 ตามเพศ อายุ ระดับการศึกษา …

Taken Back By The Ballpark: The Role Of Nostalgia In The Minor League Baseball Spectator Experience, Mark A. Slavich

Theses and Dissertations

The use of nostalgia has become a feature in baseball ballparks in recent years, with research showcasing the prevalence of nostalgic stimuli including bricks, steel beams, and old-fashioned scoreboards popular in the past. The impact of such stimuli on spectators’ emotions and behavior had yet to be explored, though. Therefore, the purpose of the current study was to investigate the impact of nostalgia on minor league baseball spectator emotional and behavioral responses.

Data collection occurred at three minor league baseball games during June 2017. Utilizing the SOR framework (Mehrabian & Russell, 1974) as the theoretical foundation, a 39-item instrument was …

Georgia Southern Magazine, Georgia Southern University

Georgia Southern Magazine

• A Student of Humanity
• The Power of Memory
• Still Going Strong
• A Seat on the Bench
• Top 40 Under 40

A Simulation Pedagogical Approach To Engaging Generalist Pre-Service Teachers In Physical Education Online: The Gopro Trial 1.0, Brendon P. Hyndman

Australian Journal of Teacher Education

There has been a continuous increase in enrolments within teacher education programs in recent years delivered via online and external modes. Such levels of enrolment have raised discussion around the theory-practice nexus and whether pre-service teachers (PSTs) can optimally engage with practical learning components via online platforms. This paper provides insight into the potential and feasibility of using GoPro video technology as an innovation in online teacher education delivery of practical physical education (PE) classes. Upon completion of the university semester, qualitative data was collected detailing the generalist PSTs’ perceptions relating to the potential of using GoPro video footage to …

Consumer Decision Making For Accommodations In The Shared Economy, Jeffery C. Kreeger

Theses and Dissertations

Although many components of the shared economy have existed over time, it has recently blossomed into a thriving business that facilitates sharing of assets and services with strangers by using applications on the Internet. Recently, a convergence of many factors favorable to the development of the shared economy occurred and has become a new way of doing business for many and has introduced a new business model. Many people are shifting their goals from owning assets to borrowing them. This is not only economically favorable, but it is also environmentally favorable for the planet. The Lodging Shared Economy (LSE) is …

Branded For Success: A Longitudinal Examination Of Brand Associations As Drivers Of Team Identification For A New Sport Brand, Henry Wear

Theses and Dissertations

The competition for the sport consumer has intensified over the last decade, and many teams are now seeking to establish a foothold in the marketplace (Baker, McDonald, & Funk, 2016). To form a competitive advantage in the sport industry, many sport organizations are beginning to think of their organizations as brands to be managed (Ross, 2006). From a sport marketer’s perspective, it is difficult to rely on brand characteristics based on success or team composition to promote a sport brand and develop fans due to the unpredictable nature of the sport product. Conversely, brand characteristics regarding the logo, color scheme, …

Humeral Elevation Reduces The Dynamic Control Ratio Of The Shoulder Muscles During Internal Rotation, William Howard, Jonathan Burgess, Borut Vrhovnik, Christian Stringer, Sherrie T. Choy, Jonathan F. Marsden, Ingrid A. Gedikoglou, Gary L. Shum

School of Health Professions

No abstract provided.

Examining Hybrid-Gift Philanthropy In Division I Intercollegiate Athletics: A Mixed Methods Study, John Thomas O'Sullivan

Dissertations

Over the past few decades, the money and attention associated with Intercollegiate Athletics (ICA) has exploded. At the same time, however, many ICA departments claim to be at a financial crossroads with coaching salaries and operational costs soaring upwards. Not surprisingly, ICA departments are responding by focusing on increasing their fundraising in innovative ways. Perhaps the most interesting of these is in the area of hybrid—or blended—giving, which combines cash with a deferred gift. While these gifts have the potential to help generate substantially more revenue for ICA, unfortunately there is limited empirical research surrounding them.

In an effort to …

Brand Management In A Niche Sport: A Case Study Of An Lpga Golfer's Use Of Instagram, Melissa Davies, Michael Mudrick

Global Sport Business Journal

As professional niche sports do not inherently come with the mass media appeal of the more prominent sport leagues, they are habitually tasked with finding unique ways to extend brand awareness and generate consumer interest. The purpose of this case study was to examine a year’s worth of a Ladies Professional Golf Association golfer’s (i.e., Natalie Gulbis) Instagram posts as they relate to brand management. A total of 400 photos and their captions were analyzed inductively, which resulted in the emergence of three primary categories (athletic expertise, community outreach, and travel) with six subsequent themes. Photos were also tagged as …

Korean Sport Consumers’ Perceptions Of Sports In The United States, B.J. Ruihley, K. Yu, Robin Hardin

Global Sport Business Journal

This research examined Korean sport fans’ perceptions and consumption of United States-based sport. Spectators at two professional Korean Baseball Organization games completed a questionnaire exploring their understanding of sport in the United States and their media consumption habits, as well as their impression of Korean athletes participating in United States-based sport organizations. More than 75% of the respondents consumed United States-based sport, with the primary reason of following Korean players in professional leagues. U.S. sport culture was thought to be more business-oriented, with more financial investment, more talented athletes, and larger fan bases. These beliefs about U.S.-based sport are primary …

The Rv Tailgater: A Unique Subculture Of College Football Fans In The United States, Cheryl R. Rode, Robin Hardin

Global Sport Business Journal

Attending sporting events is a popular leisure activity and people are willing to travel great distances to attend events. This phenomenon in the United States is a popular activity among college football fans that travel to participate in game-day activities which include both tailgating and attending the game. This study explored the demographics and motivations of fans that travel via recreational vehicles (RVs) to college football games. Data were collected at four universities (N = 206) in the Southeastern United States via in-person paper-and-pencil questionnaires. Five motivational factors explaining 64.9% of the variance emerged from an exploratory factor analysis: a) …

A Case Study Of Self-Representation On Twitter: A Gender Analysis Of How Student-Athletes Portray Themselves, Bo Li, Sarah Stokowski, Stephen W. Dittmore, John R. Malmo, David T. Rolfe

Global Sport Business Journal

Throughout sports coverage, mass media has been blamed for masculine hegemony, which often includes a lack of exposure regarding female sports and over emphasizing “femininity.” The emergence of social media provides athletes the opportunities to portray themselves, increase their brand equity, and directly interact with other sport media consumers. Informed by self-presentation theory, this case study is an attempt to investigate whether gender difference exists between female and male student-athletes in term of the way they portray themselves on Twitter. The profiles, background pictures, bibliographies and the content of tweets from 100 NCAA Division I student-athletes’ Twitter accounts were selected …

A New Approach: Measuring Athlete Brand Personality On Twitter, Matthew Blaszka, Patrick Walsh, Galen Clavio, Antonio Williams

Global Sport Business Journal

The purpose of this study was to identify brand personality characteristics of athletes. Prior to the study, a pretest was conducted to identify athlete-based brand personality items that could apply to any athlete. After conducting the pretest, 16 brand personality characteristics were identified. These items included: athletic, confident, cool, exciting, flashy, fun, happy, hardworking, humorous, leader, lively, masculine, strong, successful, trendy, and tough. In order to ensure the identity of all athlete brand personality characteristics were found, a thematic analysis was conducted which confirmed six additional athlete brand personality characteristics bringing the total number of characteristics to 22. These characteristics …

Purchase Motivations Of Premium Seating Buyers Within College Athletics, Nels Popp, Allie Macaione, Erianne Weight

Global Sport Business Journal

Increasingly college athletics administrators at NCAA Division I institutions are selling premium seating within their football stadia in order to generate greater revenues to meet increasing department expenses. Selling premium seating requires sellers and marketers who understand specific buyer interests and motivations. However, little research exists examining such motivations based on data collected from actual consumers, particularly in a collegiate athletics setting. Utilizing an instrument to measure premium seating buyer motivation developed by Titlebaum and Lawrence (2010), data was collected from premium seating buyers (both club seats and suites) at an NCAA Division I Power 5 institution. While suite buyers …

So Where Do You Work Now?: Examining The Factors That Influence Career Choices Of Sport Management Graduates, Matthew J. Garrett, David A. Pierce

Global Sport Business Journal

Students seeking to leverage their sport management degree into full-time employment in the sport business industry (SBI) face a variety of challenges from low pay and personal finances to personal relationships and work-life balance. This study uses a mixed methods approach to examine how the constraints impacted the career trajectory of 124 recent graduates from a private and religiously affiliated liberal arts college in the Midwest between 2007 and 2014. The study examines the perceived capacity of individuals to make occupational choices despite external constraints. Swanson, Daniels, and Tokar’s (1996) Career Barriers Inventory is used to frame the discussion of …

A Proposal For A Rating System For Sport Management / Sport Administration Programs, Susan Mullane, Michael Fraina

Global Sport Business Journal

Data for a proposed rating system were collected through focus groups and surveys to determine factors considered important for evaluating Sport Management/Sport Administration programs. Respondents (n = 43) were asked to rank, in order, the ten most important variables toward Sport Management/Sport Administration program evaluation for undergraduate, graduate and doctoral programs. An open-ended question was included to account for any additional criteria that may have been neglected. A response rate of 35% was achieved. Results indicated that different variables ranked highest at the various levels (i.e., “Curriculum” for undergraduate and master’s programs, “Faculty Scholarship and Reputation” for doctoral programs). Additional …

Why Referees Stay In The Game, Lynn L. Ridinger, Stacy Warner, Jacob K. Tingle, Kyungun R. Kim

Global Sport Business Journal

Current trends indicate the number of qualified sports officials continues to dwindle. Therefore, this research sought to better understand reasons for initial entry, continuation, and potential discontinuation with officiating, while also identifying problematic issues, and potential solutions. Content analysis was utilized to examine five open-ended online survey responses from 2,485 referees. The results indicate that Enjoyable Affiliation (58%) and Remuneration (14%) were key to referees becoming involved in officiating. Those two themes, Enjoyable Affiliation (75%) and Remuneration (14%), were also identified as important to retaining officials. Physical Limitations were mentioned by 58% of the respondents regarding why they plan to …

Exercising Inclusion: A Case Study Exploring A Fitness Center Staff's Approach Toward Serving Clients With Disabilities, Joshua R. Pate, Julie Wallace Carr

Global Sport Business Journal

Nearly twice the number of U.S. adults with disabilities are inactive compared to U.S. adults without disabilities, and prior research has identified multiple barriers that prevent people with disabilities from exercising at fitness centers. The purpose of this case study was to explore the inclusion qualities present at a health and fitness center through the functional dimension of service quality and by using systems theory as a framework. Semi-structured interviews were conducted with five employees at a fitness center, and a researcher participating in a progressive exercise program journaled about the experience. Analysis revealed that the fitness center served people …

What Customers Want: Defining Engagement On Social Media In Sport, Rebecca M. Achen, Katie Lebel, Galen Clavio

Global Sport Business Journal

While social media provide channels to engage customers, social media engagement is neither a well-defined nor well-understood term. The purpose of this study was to examine how sport fans view their own social media engagement, better understand what social media engagement means to them, and work to discover what types of social media content they find “engaging”. Through a series of focus groups, this exploratory research found that sport consumers are diverse in their understanding of engagement. Results suggest that sportminded social media users have embraced a wide variety of social media interaction strategies that go beyond traditional measures and …

2017 Gsba Conference Abstracts, Gsba

Global Sport Business Journal

No abstract provided.

A Delphi On Drowning Prevention Education Research, Adam Bradley Katchmarchi

Graduate Theses, Dissertations, and Problem Reports (ETD)

Background: The World Health Organization's Global Drowning Report (2014) listed action steps to reduce drowning globally, with the last action step highlighting the need to address priority research with well-designed studies. While drowning injury and fatality rates remain largely unchanged in recent years in the United States, existing research has not developed a supportive foundation to identify priority research questions.;Purpose: The purpose of this study was to conduct a 3-round Delphi procedure to determine and prioritize future research questions associated with drowning prevention education in the United States.;Design & Methodology: This research employed a 3-round Delphi procedure to (1) survey …

A Phenomenological Study: Coping Skills Of Gay Men In Amateur Sports, Jesuel Alamo

Walden Dissertations and Doctoral Studies

The world of sports has traditionally been known for promoting masculine behaviors, including a resistance to homosexuality. Research supports that gay men in sports have historically encountered prejudice and discrimination. Although the social climate has experienced change regarding homophobic discrimination and prejudice, research shows that challenges still exist for gay men who participate in sports; furthermore, to date, research could not be located that addresses the coping skills of gay men in amateur sports. This research addressed the lack of qualitative studies on the experiences of gay men who participate in amateur sports and on their use of coping skills. …

2017 Georgia Southern University Men's Soccer Roster, Georgia Southern University

Men's Soccer Records

• Georgia Southern University Athletics 2017 Men's Soccer Roster

2017 Georgia Southern University Softball Roster, Georgia Southern University

Women's Softball Records

• 2017 Softball Roster

2016-2017 Georgia Southern University Women's Swimming And Diving Roster, Georgia Southern University

Women's Swimming Records

• 2016-17 Swimming and Diving Roster

2016-2017 Georgia Southern University Basketball Media Guide, Georgia Southern University

Men's Basketball Records

• Men's Basketball 2016-17

2016-2017 Georgia Southern University Women's Basketball Roster, Georgia Southern University

Women's Basketball Records

• 2016-17 Women's Basketball Roster

Graduate Catalog, Georgia Southern University

Graduate Catalogs

No abstract provided.

Georgia Southern University Fact Book, Georgia Southern University

Georgia Southern Fact Books (1976-2022)

No abstract provided.

Eagle Educator, Georgia Southern University

College of Education: News & Publications (2003-2023)

• Shaping Youth in Bulloch County
• M.Ed. in Educational Leadership
• Certificate in Curriculum and Pedagogy for Social Justice
• Bachelor of Science in Education, Secondary Education
• College to Offer New Degree Program, M.Ed. in TCLD
• The Innovation Studio Offers an Instructional Technology Experience
• MAT in Early Childhood
• From the Department of Leadership, Technology and Human Development
• COE Piloting Faculty-in-Residence Program Starting Spring 2017
• Partnership Summit 2016
• edCamp @GeorgiaSouthern
• COE Professor Travels the World for Comparative Research and Understanding
• COE Professor Wins University’s Excellence Award
• Jack Miller Award 2016 Winners Named
• Marvin Pittman Lab School Reunites
• NEW BOARD MEMBERS
• COE Alumnus Named Georgia …