ความสัมพันธ์เชิงสาเหตุของปัจจัยที่ส่งผลต่อความตั้งใจเข้าร่วมกิจกรรมงานวิ่งของกลุ่มเจเนอเรชั่นซี: กรณีศึกษา นักศึกษาปริญญาตรีมหาวิทยาลัยราชภัฏภูเก็ต
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บทคัดย่อ
Nowadays, running events are becoming increasingly popular. There will be a large number of participants of all ages and genders. Each generation will have different behaviors when participating in activities. The aim of this research were: 1) to study the level and influence of factors related to Generation Zs intention to participate in running events; and 2) to analyze the path model of factors affecting Generation Zs intention to participate in running events. Samples were taken from 349 Phuket Rajabhat University students who studying a bachelor's degree, with an age range of 18–24 years old, selected by convenience sampling. The research instrument was the online questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, confirmatory factor analysis, and path analysis. The level of event quality, integrated marketing communications, and event reputation among Generation Z is high. The path model affecting the intentions of Generation Z indicates the model fits well with the dataset (SRMR = 0.024 and NFI = 0.918). Generation Zs intention to participate in a running event is based on integrated marketing communication (0.546), event reputation (0.436), and event quality (0.346). The findings of this study can be used as a guide for planning the format of running events for Generation Z, with an emphasis on selecting the appropriate marketing communication tools, and establishing a positive reputation for running events in order to attract participants. Furthermore, academically, the study of event quality variables can be applied to future relevant research.
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