Causal Relationship Between Marketing Mix (4Es) and Decision-Making Process on Watching E-Sports of Generation Y and Generation Z Audiences in Thailand
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Abstract
This research aimed 1. to study a level of marketing mix (4Es) of E-sports operator in Thailand, and 2. to study causal relationship between marketing mix (4Es) and decision-making process on watching E-sports of generation y and generation z audiences in Thailand. This research is quantitative research using questionnaire as a data collection tool. Reliability of questionnaire is 0.883. The sample consists of generation Y and generation Z audiences watching E-Sports in Thailand totaling 390 persons. Sampling techniques include cluster sampling and purposive sampling. Statistics used were mean, standard deviation, and multiple regression. The results showed that 1. the overall of marketing mix (4Es) is at highest level ( = 4.51, S.D. = 0.42), and 2. marketing mix (4Es) included exchange (B = 0.24, p-value < 0.05), everywhere (B = 0.17, p-value < 0.05), and evangelism (B = 0.31, p-value < 0.05) relates to decision-making process on watching E-sports of generation y and generation z audiences in Thailand at 0.05 statistical significance level.
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