Factors influencing the purchase intention of Thai consumer towards video streaming service subscription.

Abstract

The purpose of this thematic paper is to test the hypothesis of the factors that influence the purchase intention of Thai consumer towards video streaming service subscription. The possibility of factors was created from studying literature review contain with Brand Awareness, Beneficial Perception, Social Influence, Price-Value Perception, and Advertising Influence. The data was collected by using an online survey via google form and analyzed by using SPSS program. The result of this study after running SPSS program found that there are 2 key factors that influence the purchase intention of Thai consumer towards video streaming service subscription. The firms in this industry could bring recommendations to improve their service to meet the needs of consumers.