THE MARKETING MIX FACTORS INFLUENCING THE DECISION TO WATCH BOXING MATCHES VIA ONLINE PLATFORMS

Abstract

This study examines the marketing-mix factors that influence the decision to watch boxing competitions via online channels. The objectives were (1) to assess the levels of marketing-mix elements affecting the decision to watch online boxing competitions and (2) to identify which marketing-mix factors significantly influence such viewing decisions. A quantitative research design was employed. The sample comprised 400 individuals who watch boxing competitions online and reside in Bangkok and the Bangkok Metropolitan Region (BMR). Data were collected using a questionnaire administered to a simple random sample. The instrument demonstrated high reliability (Cronbach’s alpha = 0.979). Descriptive statistics included frequency distribution, percentage, mean, and standard deviation; inferential statistics involved one-way analysis of variance and multiple regression analysis. Results indicated that most respondents were female, aged 31–40 years, single, held a bachelor’s degree, were employed in the private sector, and earned 20,001–30,000 THB per month. Overall, respondents reported a high level of agreement regarding the marketing-mix factors influencing their decision to watch boxing online, and their viewing decision level was also high. Hypothesis testing revealed that the marketing-mix components of product, place, and physical evidence significantly affected the decision to watch boxing via online channels (p < .05). In descending order of influence, the effects were: physical evidence (Beta = 0.301), place (Beta = 0.226), and product (Beta = 0.160).