Factors Influencing Intention to Watch E-sports of the Thai Citizens

Abstract

The purpose of this research was to study about Factors Influencing Intention to watch E-sports the Thai citizens. By using questionnaires is the tool to collecting data from 177 peoples. And find the frequency, percentage, mean, standard deviation and multiple regression analysis to analyze From the study, the results that are the most respondents pay attention to Enjoyment and Fun factors (mean = 3.717), followed by Attitude factors (mean = 3.418), Friends groups and Social networks factors (mean = 3.410) Experience factors (mean = 3.031) and Behavior factors (mean = 2.893) respectively, which 5 factors that affect the Intention to Watch Esports. With the Enjoyment and Fun factors affecting the Intention to Watch E-sports, the most has the highest regression coefficient and next is the Friends groups and social networks factors, Attitude factors, Behavior factors and Experience factors with regression coefficients .378, .336, .071, -.095 and -.159 respectively.