The Thai Changeful Behavior in Watching the Sport During the COVID-19 Pandemic

Abstract

The purpose of this study were to study the behavior level in watching the sport during the COVID-19 pandemic, to compare the personal characteristics with the Thai behavior in watching the sport during the COVID-19 pandemic, and to create the guideline to promote the Thai behavior in watching the sport during the COVID-19 pandemic. This study employed a mixed-method design. In the quantitative phase was characterized by an initial quantitative phase of data collection by the questionnaire with 400 participants by selecting through nonprobability sampling, and analyzed with the descriptive statistic and the logistic regression analysis. In the qualitative phase, the 12 participants included the 4 sport media, the 4 sport news reporters, and the 4 sport marketers participated in semi-structure interviews. The results of the quantitative phase found that that the male agreed in watching the sport during the COVID-19 pandemic through the TV digital and the online media was higher than female (Inferential group) 1.62 times, the bachelor degree level, less than bachelor degree, and master degree were higher than the doctoral degree or others (Inferential group) 48504, 32761 and 23693 times, the government retire employee/private was not agreed higher than other careers (Specific) that has been in the inferential group 96296 times, the single and the married was higher than the divorce (Inferential group) 98080 and 31579 times, and the monthly income less than 5,000 Baht was higher than 40,000 Baht (Inferential group) 5.75 times. The qualitative data found the 7 issues of the guideline of promoting the Thai behavior in watching the sport during the COVID-19 pandemic. This research result could be benefit to the entrepreneurs those who like to use the research result as the guideline for being the information base in order to adjust their strategy to the market of the people who watch sport during the COVID-19 pandemic.