The Loyalty of Football Fans to North Bangkok University Football Club The Loyalty of Football Fans to North Bangkok University Football Club
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Abstract
The objectives of this study were: 1) to examine the level of football fans’ loyalty toward North Bangkok University Football Club, and 2) to compare differences between personal factors and fans’ loyalty toward North Bangkok University Football Club.
The sample consisted of 400 fans of North Bangkok University Football Club, selected through convenience sampling. The research instrument was a questionnaire that demonstrated high reliability, with a Cronbach’s alpha coefficient of 0.987. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation,
as well as inferential statistics, including the Independent Samples t-test and One-way Analysis of Variance (ANOVA), with the level of statistical significance set at .05.
The results revealed that: 1) the overall level of football fans’ loyalty toward North Bangkok University Football Club, comprising four dimensions fans’ trust, emotional attachment to the club, accessibility to the club, and behavioral loyalty was at a high level ( = 4.17). When considered by dimension, fans’ trust had the highest mean score, followed by behavioral loyalty, accessibility to the club, and emotional attachment to the club, respectively. 2) The results of hypothesis testing indicated that certain personal factors, including age, occupation, income, and marital status, significantly influenced the level of fan loyalty in some dimensions, whereas gender did not show statistically significant differences in overall fan loyalty. However, when considering overall fan loyalty, no statistically significant differences were found.
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