Factors Affecting Thai Football Fans’ Purchase Intention Towards Thailand’s Premier League Club Jerseys
At this moment, Thai Premier League football becomes a fever in Thailand due to the development of
league system, the increasing of Thai professional players, the incoming of popular foreign players, and the
achievement of Thailand national team.The aim of this research was to study the factors affecting Thai football
fans’ purchase intention toward Thailand Premier League club jerseys.The results of the research showed that
product quality, product design, team performance, perceived pride and social influence are the factors affecting
Thai football fans’ purchase intention on club jerseys. Marketing which combined price and promotion did not
affect with Thai football fans’ purchase intention on club jerseys.
Keywords: Club Jerseys, Purchase Intention, Thai Football Fans, Thailand Premier League.