The Influence of Attitude as an Intermediate Variable connecting the Marketing Mix to the Decision to choose Thai Boxing Camp in Thonburi district, Bangkok

Abstract

The objectives of this research were 1) to study the factors of the marketing mix, attitude, and the decision to choose Thai Boxing Camp in Thonburi district, Bangkok 2) to attitude as an intermediate variable connecting the marketing mix to the decision to choose Thai Boxing Camp in Thonburi district, Bangkok. The research employed a quantitative method; using a close-ended questionnaire for survey research. Data were collected from 500 persons who practiced Thai boxing in Thonburi district, Bangkok. By non-probability sampling and purposive sampling, Alpha Cronbach’s confidence coefficient was .981. The statistics used in the research were frequency, percentage, mean, standard deviation, coefficient of variation and Structural Equation Model (SEM) analysis by using ADANCO 2.3 program.

The results of the research showed that 1) the marketing mix, attitude, and decision to choose were at a high level with an average value of 3.76, 3.56, and 3.58 respectively; standard deviation were 937, 1.044, and 1.086 respectively; coefficient of variation were .25, .29, and .30 respectively 2) the attitude as an intermediate variable connecting the marketing mix to the decision to choose Thai boxing Camp in Thonburi district, Bangkok. Sorting by the values according to the total influence, the marketing mix total effect (TE) was 0.853, the attitude that has a combined influence on the decision to choose total effect (TE) was 0.643. It was shown that the factor of marketing mix had an influence on the decision to choose, more than the factor of attitude.