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VOL. 8, ISSUE 2 (2026)
Factors affecting students' intention to participate in the Vovinam Club at the University of Finance - marketing
Authors
Nguyen TU
Abstract
This study investigates the determinants influencing university
students’ behavioral intentions to join traditional martial arts clubs,
focusing on the Vovinam Club at the University of Finance - Marketing (UFM) in
Vietnam. Drawing upon an extended framework of the Theory of Planned Behavior
(TPB), the research incorporates two context-specific variables: Club Image
& Marketing Communication, and National Pride. A sequential mixed-methods
approach was employed, including preliminary qualitative interviews followed by
a quantitative survey of 268 valid student responses collected across UFM
campuses. Data was analyzed using reliability analysis, exploratory factor
analysis (EFA), and multiple linear regression. The empirical results
demonstrate that all five hypothesized factors exert statistically significant
positive impacts on students' participation intentions, accounting for 58.7% of
the total variance (
). Notably, Attitude was found to be the most
critical driver (
), closely followed by Club Image &
Marketing Communication (
) and National Pride (
). Subjective Norms and Perceived Behavioral
Control displayed weaker but significant effects. These findings provide
valuable theoretical contributions to sports consumer behavior in higher
education and offer actionable recommendations for university managers and club
leaders to optimize recruitment strategies, enhance campus branding, and
promote national cultural legacy among the youth.
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Pages:138-143
How to cite this article:
Nguyen TU "Factors affecting students' intention to participate in the Vovinam Club at the University of Finance - marketing". International Journal of Physical Education, Exercise and Sports, Vol 8, Issue 2, 2026, Pages 138-143
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