EXPLORING WHY THAI PEOPLE DECIDED TO WATCH NETFLIX ORIGINAL

Abstract

This thematic paper focuses on studying various factors that made the consumers decide to watch Netflix Original. The research objective is to know various factors that will affect viewers' decision to watch Netflix Original and understand the consumers' need for a suitable marketing method for consumers to watch Netflix Original. This research used a qualitative approach, and an in-depth interview collected the data. Interviews were conducted with 30 Thai participants that watch Netflix Original. The study found that social influence greatly influenced consumer's decisions. Most interviewees said that the trends in society about Netflix Original were a considerable help in decision-making. Also, WOM/eWOM can significantly influence consumers' decisions from people close to them or online, making it easier to decide to watch. In addition, the advertising influenced them to keep them interested and remember the Netflix Original. These influences are consistent with consumer behaviors and motivations. Most people value the trend in society. Also, WOM/eWOM such as friends, reviews, or conversations that occur in the online world. Even the influence of advertising helps them remember the Netflix Original. At the same time, seeing the advertisements also helps in motivating them to watch Netflix Original.