สมการโครงสร้างของการสื่อสารการตลาดดิจิทัลเชิงบูรณาการภาพลักษณ์และการตัดสินใจใช้บริการศูนย์ออกกำลังกายในเขตภาคใต้ตอนบนของประเทศไทย THE STRUCTURAL EQUATION OF INTEGRATED DIGITAL MARKETING COMMUNICATION, IMAGE AND DECISION TO USE FITNESS CENTER SERVICES IN THE UPPER SOUTHERN REGION OF THAILAND

Abstract

The objectives of this study were to study the integrated digital marketing communication of fitness center services in the upper southern region, to study the image of fitness center services in the upper southern region, to study the decision to use fitness center services in the upper southern region, to study the relationships between the structural equation of integrated digital marketing communication, image, and decision to use fitness center services in the upper southern region, and  the model development of integrated digital marketing communication, image, and decision to use fitness center services in the upper southern region. The sample group included 400 users of fitness center services in the upper southern region. The data were collected using a questionnaire with the reliability indexes regarding integrated digital marketing communication and the image of fitness center services.

It was found that the integrated digital marketing communication affected the decision to use the fitness center services at the highest level. Word of mouth through digital media was found to be at the highest level, followed by sales promotion through digital media. The overall image affecting the decision to use the fitness center services was at the highest level, with corporate image at the highest level. The overall decision to use the fitness center services was found to be at the highest level, with results from service trials at the highest level. The integrated digital marketing communication and the image had a positive correlation with the decision to use the fitness center services at the statistical significance level of 0.001. The causal model of the integrated digital marketing communication after being adjusted was consistent with the empirical data, with Chi-Square  = 2.397, p-value = 0.00, RMSEA = .059, CFI = .95, GFI = .90, TLI = .94, NFI = .93.