Relationship between perception on social media contents, attitude towards sports and physical activity, and intention to participate in sports and physical activity among Bangkok Youth

Abstract

The thesis studies the relationship between perception on social media contents, attitude towards sports and physical activity, and intention to participate in sports and physical activity among Bangkok Youth. The literature review mainly explores social media, and sports and physical activity, social media and sports and physical activity in Thailand, and consumer behavior. This research aims to study for the type of sports and physical activity related to content on social media under the concept of consumer behavior. The questionnaire survey was conducted with 457 youths in Bangkok using a quantitative methodology. For perception on social media contents, most of samples agreed that feeling that social media content about sports and physical activity is a good source for timely information. For attitude towards sports and physical activity part, most of respondents felt positively with sports and physical activity, and agreed that the social media content about sports and physical activity they receive is useful. For intention to participate in sports and physical activity, the samples reveal that they are willing to do the sports and physical activity after receiving the social media content about sports and physical activity. In conclusion, the relationship between perception on social media contents, attitude towards sports and physical activity, and intention to participate in sports and physical activity, are significantly positively correlated to each other. The content type that sports organization and marketer could focus are video, text, image and meme on platforms of Instagram, Facebook, Line, TikTok, and YouTube.