A Study of Personal Characteristics Influencing Loyalty on Samut Sakhon Football Club

Abstract

          This quantitative study aimed to 1) explore information exposure of Samut Sakhon Football Club (SSFC) of its fan and 2) compare personal factors of the fans influencing on SSFC loyalty. Data were collected from 400 people of SSFC fan club via questionnaires.

          Results revealed that the fan were most likely exposting to the SSFC information through Facebook, Instagram, and YouTube, followed by Line and websites; the loyalty to SSFC significantly depended on occupation and birthplace while sex, age, educational background and monthly income had no effect on the loyalty to SSFC; factors influencing the loyalty were atmosphere, other factors, and the player factors respectively.