FACTORS INFLUENCING THE DEMAND FOR CONTINUING EDUCATION IN THE MASTER OF BUSINESS ADMINISTRATION PROGRAM IN ESPORTS AND ENTERTAINMENT BUSINESS MANAGEMENT AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This research aims to study students' attitudes toward Suan Sunandha Rajabhat University regarding their demand for pursuing a Master of Business Administration (MBA) program in Esports and Entertainment Business Management. It also examines the influence of these attitudes on the desire to pursue a master's degree at the university. This is a quantitative study with a sample of 400 students enrolled in the first semester of the academic year 2024. A questionnaire was used as the research instrument, and statistical methods included percentages, means, standard deviations, and mean comparisons. Findings revealed that students' attitudes significantly influence their desire to pursue a master’s degree, with significant differences observed across institutional, career-related, personal, and comprehensive factors—though some aspects like teaching methods showed no significant differences. The study concludes with recommendations for program improvement and future research directions.