Evaluating the Marketing Strategy of Sports and Fitness Enterprises based on 4C Marketing Theory

With the COVID-19 outbreak, there is an increasing focus on sports and fitness needs. Due to the need of epidemic prevention and control, fitness at home has gradually become a popular lifestyle. With the rapid development of smart phone application technology, artificial intelligence and Internet of Things, many enterprises have developed sports and fitness apps. These apps provide training courses for users, and customizes personalized training plans for them in combination with smart wearable devices. Keep App, a sports and fitness app developed by Keep Company, has the most users in China at present. It has created a technology platform for users to experience smart sports at home from multiple aspects, and has gained considerable income in operation. Taking Keep company as an example, this paper analyzes the marketing environment of the sports and fitness industry by using PEST model and Porter's Five Forces model, and puts forward optimization suggestions for Keep company's marketing strategy from the aspects of customer's need strategy, customer's cost strategy, convenience strategy and communication strategy by using 4C marketing theory. © 2022 ACM.

Students’ use behavior towards e-learning tools during COVID-19 pandemics: Case study of higher educational institutions of Thailand

The research purpose was to conduct an empirical investigation into students’ use behavior of e-learning tools during the COVID-19 pandemic, a case study of higher educational institutions in Thailand. The study applied the UTAUT2 theoretical model. Primary data was collected using a structured questionnaire from a total of 1,493 students across institutions of higher learning in Thailand. Structural equation modelling (SEM) was conducted using AMOS. The findings indicated that student’s behavioral intention to use e-learning tools is positively and significantly influenced by performance expectancy (β=0.22, p<0.05);effort expectancy (β=0.14, p<0.05);social influence (β=0.20, p<0.05);facilitating condition (β=0.50, p<0.05);hedonic motivation (β=0.35, p<0.05);learning value (β=0.51, p<0.05);and social distance (β=0.46, p<0.05). Similarly, behavioral intention by the students to use e-learning tools have a positive and significant effect on actual use of e-learning tools (β=0.82, p<0.05). Learning value and social distance had the largest positive effects on the student’s behavioral intention to use e-learning tools. It is important for the higher education institutions in Thailand to consider them. They are major factors driving students towards adopting e-learning tools during disruptions as witnessed during the COVID-19 pandemic period. © 2021, Institute of Advanced Engineering and Science. All rights reserved.