พฤติกรรมของเจเนอเรชันวายในการใช้บริการวิดีโอสตรีมมิงที่เก็บค่าสมาชิก

Abstract

The objective of this independent study was to study the behavior of Generation Y towards using subscription-based video streaming services. The respondents of 400 people in generation Y who have used at least one paid video streaming service from the market leader, Netflix, Viu, Iflix, or Wetv, sample. selecting by quota technique. Information gathered from questionnaires was analyzed using descriptive statistics consisting of frequency, percentage, mean, and inferential statistics which were chi-square and t - test. I was found that most of the respondents were of marital status. Highest education at the bachelor's degree level; work as an employee in a private company. The average monthly income was 20,001–30,000 Baht. Use Netflix, which collects a shared membership fee with other members. By using video streaming services in the category of movies via smart TV devices, 4–6 days a week. The duration of use is 2–3 hours per time during 06.00 – 08.00 P.M. Apply for a video streaming service when there is interesting content on the platform, with friends being the people who influence the use of video streaming services and searching for resources through social media. The results of analyzing the relationship using chi-square statistics, it was found that behaviors related to the use of subscription-based video streaming services were classified by gender. Significantly, these include platforms that use video streaming services. Types of streaming video, Equipment used, packages that use video streaming services, monthly expenses, For the behaviors related to the use of subscription-based video streaming services, significant include the devices used for the service, the period of use of the service, and the payment method. The online marketing mix factor, which has a level of opinion on the use of subscription-based video streaming services, At the highest level were products. For the high levels of opinions, including price and place promotion, privacy, and personalization. When analyzing the differences between male-female and age groups, it was found that all main factors were not different. But there were significant differences in sub-factors, including the reputation of the platform being well-known, The platform had interesting content that could be watched continuously. The platform could be viewed on more than one other device at the same time, and it had clearly priced details for various packages. Do not use customer purchase history for business benefits. And there were individual offers that did not cause customers whose privacy was violated.