Factors Affecting Decision-Making in Subscribing to Video Streaming Platforms of Users in Bangkok
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Abstract
Video streaming is a highly popular form of entertainment today. Understanding the factors influencing the decision to choose a video streaming platform can provide valuable insights for stakeholders to develop, improve, or select services appropriately and enhance their competitiveness. This research aims to study the factors affecting the decision to choose a video streaming platform and to compare the differences in decision-making among users residing in Bangkok in the year 2023. Data was collected from 443 respondents using a survey questionnaire and a 5-level Likert scale. The data was analyzed using percentage, mean, standard deviation, Kruskal-Wallis test, Friedman test, and Multiple comparison. The research findings indicate that the level of opinions regarding the decision to choose a video streaming platform varies according to personal characteristics such as age, education level, income and expenditure, usage characteristics, and service marketing mix. At least one pair of sub-variables of these factors shows statistically significant differences at the 0.05 level, with the platform being given the highest importance.
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