|
Perception of integrated marketing communication affecting behavior in using servicesof fitness centers in Nakhon Pathom Province |
|---|---|
| รหัสดีโอไอ | |
| Creator | Onsuwisa Khondeejeerarat |
| Title | Perception of integrated marketing communication affecting behavior in using servicesof fitness centers in Nakhon Pathom Province |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2562 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 6 |
| Journal No. | 1 |
| Page no. | 271-284 |
| Keyword | perception, integrated marketing communication, behavior in using service |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/13257 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to: 1) study the behavior in using services of fitness centers in Nakhon Pathom Province; 2) study the level of integrated marketing communication in using services of fitness centers in Nakhon Pathom Province; 3) compare the behavior in using services of fitness centers in Nakhon Pathom Province as classified by personal factors; and 4) study the integrated marketing communication affecting behavior in using services of fitness centers in Nakhon Pathom Province. The sample was 400 people who used service of fitness centers in Nakhon Pathom Province, derived by quota sampling. The research instrument was a questionnaire, constructed by the researcher, with the content validity between 0.66-1.00 and the reliability behavior in using services of fitness centers between 0.84-0.90. Data were analyzed with percentage, mean, standard deviation, t-test, one-way ANOVA, least significant difference, and enter method of multiple regression. The research results were as follows: 1. Regarding the behavior in using services, the purpose in visiting fitness of most of the respondents was muscle building. The person influencing decision of using fitness services was friends. The respondents mostly used the services between 4.01 7.00 pm. Most of them received information about fitness centers from the Internet. 2. Regarding the perception of integrated marketing communication affecting the behavior in using services of fitness centers, overall the respondents gave importance to the integrated marketing communication at a high level. When considering each aspect, all aspects were at a high level. The aspects, in the descending order, were public relations, advertisement, sales promotion, personal selling, and direct marketing. 3. As for comparison of behavior in using services of fitness centers, it was found that the respondents with differences in personal factors generally had different behavior in using services of fitness centers in Nakhon Pathom Province in the aspects of using fitness services for weight loss and muscle strengthening, fitness visiting, and time to using services in the evening with significant difference at .05 level. The respondents with differences in age, occupation, and monthly income had different behavior in using services in the aspect of deciding for oneself to do exercise with significant difference at .05 level. The respondents with differences in age, education level, and occupation had different behavior in using services in the aspect of receiving information through the Internet with significant difference at .05 level. 4. The integrated marketing communication in the aspect of sales promotion (X4) affecting behavior in using services of fitness centers in Nakhon Pathom Province. The equation was 1 = 0.31+0.01(X1) + 0.07(X2) + 0.12(X3) + 0.36(X4) ** + 0.09 (X5). The aspects of integrated marketing communication together predicted the behavior in using fitness services at the percentage of 23. |
