Acceptance of Netflix and Netflix Consumer Behavior in Bangkok

Abstract

The purposes of this article were to study the effect of perceived usefulness, perceived ease of use, perceived enjoyment on attitude toward Netflix and the effect of attitude toward Netflix on Netflix consumer behavior.

An online questionnaire was used as an instrument for collecting data from 400 Netflix customers in Bangkok. Convenience sampling was used in data collection, and both descriptive statistics and inferential statistics were used in data analysis. The inferential statistics used to test hypotheses was Pearson’s correlation analysis.

The study found that most of the respondents were female aged between 21 and 30 years who worked in private companies, were bachelor’s degree graduates and earned an average monthly income less than or equal to 15,000 baht. Overall, the study results indicated perceived usefulness, perceived ease
of use, and perceived enjoyment in using Netflix were at high l evels. The results of the hypothesis test showed that perceived usefulness, perceived ease of use and perceived enjoyment were positively correlated with attitudes towards Netflix at the 0.05 level of si gnificance, and the attitude toward Netflix was positively correlated with Netflix consumer behavior at the 0.05 level of significance.