FACTORS RELATED TO CONSUMER BEHAVIOR IN E-SPORTS ARENA OF THAILAND

Nathayu Wantayakul, Benya Whangmahaporn, Thitiwut Srimanop

ABSTRACT:

The purpose of this study is to examine consumer behavior in the e-sports arena, consumers' external environment, and market mix variables in the e-sports industry by studying the relationship between individual components, marketing mix, external environment, customer behavior in e-sports arena, and e-sports marketing management. The researcher used questionnaires and samples gathered through purposive sampling based on the researcher's convenience and suitability and respondents who are 400 e-sports customers, along with in-depth interviews with significant sources. The data was examined by three individuals using narrative statistics, chi-square narrative statistics, and Pearson's correlation coefficient. The research found that: 1. The behavior of consumers using the service in the e-sports arena was very high. The marketing mix and the external environment related to consumer behavior in the e-sports arena were at the highest level. The price aspect is at the highest level, the place aspect is at a high level, the marketing promotion aspect is at a high level, and the external environment related to consumer behavior in the overall e-sports arena is at a high level. 2. A study of the relationship between personal factors, the marketing mix, and the external environment and consumer behavior in the e-sports arena found that gender, income, occupation, the marketing mix, and the external environment revealed that there is a relationship with consumer behavior in the e-sports arena at a statistically significant level of 0.05. 3. The results of the interviews showed that the 3 key informants were consistent in terms of products regarding the standard of an e-sports arena, in terms of prices regarding setting fair prices, in terms of place regarding convenient transportation, in terms of marketing promotion regarding the party, and in terms of the external environment regarding political issues.

KEYWORDS: Factor Related, Behavior Consumer, E-Sports

DOI: 10.62788/L1d9G5v4tY

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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