Correlations Between Communication Factors and Decision to Run of People in Chiang Mai

Abstract

This research “Correlations Between Communication Factors and Decision to Run of People in Chiang Mai” has 3 objectives: 1) to study media channel that related to decision making for running exercises of people in Chiang Mai, 2) to study what content that people in Chiang Mai look for running exercises and 3) to study uses and gratification of running content of people pf Chiang Mai. Population sample must do running exercises at least twice a week and live in Chiang Mai. The sample size for surveying is 400 people and 20 people for in-depth interview. The Limited Effect Theory were adopted in this research.

The research found that: sample are 210 women (52.50%) and 190 men (47.50%). Most of them age 18 – 30 years, the amount is 207 samples (51.70%), 307 samples (76.80%) have bachelor degree, 191 samples (47.80%) have 2 -3 years running experience, 144 samples (36.00%) run for 11 – 15 kilometers,  241 samples (60.30%) always run at stadium, 241 samples (60.30%) claim that they have knowledge about running shoes selecting in a very good level, also knowledge in a very good level about running practicing (205 samples, 51.20%) and muscle and body training (199 samples, 49.80%).

Communication factors are related to decision making to run in medium level ( = 2.95, S.D. = 1.05). “Friends or acquaintance” is the most impact factor (  = 4.22, S.D. = 0.85) according to in-depth interview find that intimate friends, both physically and via social media, is the most impact factor. Most of the sample look for content that inspire them to run and in-depth interview find that they find the running information via search engines, Facebook and intimate friends. Most of the sample satisfied the inspiration content in a high level, 171 samples (42.80%)

The research findings showed that 1) Intimacy has a significant influence on choosing running as an exercise. As can be seen from the research results, the sample group decided to run the most from friends or acquaintances who invited them to run. This shows that the sample group does not need the most reliable scientific information, but needs information from people who are easily accessible. 2) Online social media plays a more significant role in disseminating information about running than mass media. This can be seen from both the media that influence the decision to run, which are online social media, and the sample group that chooses to receive news information from online social media more than mass media. 3) Emotions play an important role in motivating people to choose running as a form of exercise. As can be seen, the point that makes many people in the sample group decide to run is a sudden feeling, without any preparation before running. And 4) Online social media plays a supportive role in decision-making. According to research that shows that many sample groups receive news information from people on social media, it can be a driving force for decision-making. However, it is considered more of a supporting factor than a primary factor. Online social media also supports the sample group to find additional information easily, according to their needs. Therefore, online social media plays a significant role in supporting decision-making to run.