พฤติกรรมและปัจจัยที่มีผลต่อการเลือกใช้ของผู้ใช้บริการ สนามกีฬาของรัฐ ในเขตอำเภอเมือง จังหวัดเชียงใหม่

Abstract

This study aims to investigate the behaviors of sports complex users, the factors affecting their decision as well as their satisfaction level with government sports complex in Mueang District, Chiang Mai Province. The data analyzed in this study have been collected from the questionnaire completed by 400 residents of Mueang District, Chiang Mai Province. The data collected are analyzed using descriptive and inferential statistics. The data regarding personal information from the users of Chiang Mai 700th Anniversary Stadium and Chiang Mai Municipality Stadium show that most of the respondents are male, aged between 21 and 30 years old and have a bachelor’s degree. Their salary ranges from 15,001 to 20,000 baht. Most of Chiang Mai 700th Anniversary Stadium users are government officers while most of Chiang Mai Municipality Stadium users are private company employees. As regards the exercising behaviors of the individuals who choose Chiang Mai 700th Anniversary Stadium, it is found that they exercise 3-5 days per week, between 5 p.m. and 7 p.m. Their exercise session lasts for more than 60 minutes. Most of them exercise with their friends and practice running. Their main reason of exercising is for good health. The findings from examining the factors influencing the decision to choose Chiang Mai 700th Anniversary Stadium reveal that the most important factor is the place, which is also the factor influencing users' decision to choose Chiang Mai Municipality Stadium. In addition, it is found that the users who choose Chiang Mai 700th Anniversary Stadium express an average level of overall satisfaction, with the highest level of satisfaction on the spaciousness of the parking lot and convenience. The users of Chiang Mai Municipality show an average level of overall satisfaction with the highest level of satisfaction on the sports complex and the quality of the stadium. The users of both stadiums express different degrees of satisfaction, with statistical significance. The users of Chiang Mai 700th Anniversary are more satisfied with the service than those of Chiang Mai Municipality Stadium.