Factors Affecting the Decision Making in Participating the Running Events in the Post-COVID-19 Widespread in Thailand

Abstract

This research article aimed (1) to investigate the running behavior; (2) to compare demographic factors which affect decision making for attending the running events; and (3) to study the level of influence of marketing mix factors (7Ps) on decisions making participate in the running events in the post COVID-19 widespread in Thailand. This paper employed a quantitative method, utilizing data collection through online surveys. The sample size was 385. The collected data is analyzed using One Way ANOVA and Multiple Regression Analysis. The results showed that sample group attended to running events in the post-COVID-19 widespread mostly at the age 31 – 40 years old with highest education level at Bachelor’s degree or equivalent. They work in private companies with monthly income 30,001-45,000 Baht. The running behavior of the sample group mostly attended six to ten running events, the main objective of attending running events was an exercise for health and mostly attended to the morning events and travelled by personal vehicles. Moreover, the influential person attend the events was groups of friends and members of running practice. The comparative analysis among demographic factors and decision-making attending the running events indicated that different age and occupation affected the decision-making on attending the running events with statistically significant at the 0.05 level. The results from the multiple regression model showed that Physical and Evidence and Process of the marketing mix were statistically significant at the 0.05 level.