Consumer Purchase Intention for Subscription Video-on-Demand Service in Thailand

Main Article Content

Tuangporn Leowarin
Kandapa Thanasuta

Abstract

     In the past several years, OTT platform has become increasingly popular among Thais and Subscription Video-on-Demand (SVOD) is one of the most popular business models. This research aims to study purchase intention towards subscription video-on-demand service in Thailand using perceived usefulness, perceived ease of use, subjective norms, perceived enjoyment, and perceived fee as influencing factors for investigation. A total of 450 usable questionnaires were collected via messaging application (LINE) and on Social Media (Facebook). A multiple regression was employed to identify the relationships. Four of five hypotheses were statistically significant and supported. Perceived fee was found to have negative influences on SVOD purchase intention, while subjective norms, perceived enjoyment, and perceived ease of use possess positive association. Perceived usefulness was found to have insignificant relationship. This research provides guideline in conducting SVOD-related business. SVOD platforms could increase number of subscribers by releasing price promotions or partnering with other businesses to reduce the subscription fee. Marketing campaigns should focus on creating social buzz on both online and offline media in order to increase number of subscriptions.

Downloads

Download data is not yet available.

Article Details

Section
Research Article

References

Abumalloh, R. A., Ibrahim, O. B., Nilashi, M., & Abu-Ulbeh, W. (2018). A literature review on purchase intention factors in e-commerce. The European Proceedings of Social & Behavioural Sciences, 386–398. doi:10.15405/epsbs.2018.05. 31.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.

Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453–474.

Asia Internet Coalition. (2018). Online Video Study in Thailand, CONC, Thammasat Business School. Retrieved from https://www.aicasia.org/wp-content/uploads/2018/09/Final-AIC-and-Thamassat-University-report-Video-OTT-in-Thailand.pdf.

Bandura, A. (1997). Self-efficacy: The exercise of control. New York: Freeman.

Bedi, S. S., Kaur, S., & Lal, A. K. (2017). Understanding web experience and perceived web enjoyment as antecedents of online purchase intention. Global Business Review, 18(2), 465–477.

Davis, F. D. (1989.). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.

Elmokadem, P. (n.d.). SVOD, AVOD, TVOD - How to pick a monetization model for your VOD. Retrieved from https://www.uscreen.tv/video-business-school/svod-tvod-avod-monetization-models/
Fernandes, T., & Guerra, J. (2019). Drivers and deterrents of music streaming services purchase intention. International Journal of Electronic Business, 15(1), 21–42.

Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, Mass: Addison-Wesley.

Hsiao, K. L., & Chen, C. C. (2017). Value-based adoption of e-book subscription services: The roles of environmental concerns and reading habits. Telematics and Informatics, 34(5), 434–448.

Hsu, C. L., & Lin, J. C. C. (2015). What drives purchase intention for paid mobile apps? – An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46–57.

Inpo Natthapong. (2015). A Study of Factors Associated with Purchase Decision of Thai Customers in Legal Video Streaming Services (Master thesis). Thammasat University, Bangkok.

Interactive Advertising Bureau. (2019, Dec 10). OTT streaming video playbook for advanced marketers. Retrieved from https://www.iab.com/insights/ott-video-streaming-playbook-for-advanced-marketers/.

Kemp, S. (2020). Digital 2020 Thailand. Retrieved from https://datareportal.com/reports/digital-2020-thailand.

Kian, T. P., Boon, G. H., Fong, S. W. L., & Ai, Y. J. (2017). Factors that influence the consumer purchase intention in social media websites. International Journal of Supply Chain Management, 6(4), 208–214.

Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111–126.

Kwon, H. K., & Seo, K. K. (2013). Application of value-based adoption model to analyze SaaS adoption behavior in Korean B2B cloud market. International Journal of Advancements in Computing Technology, 5(12), 368–373.

Li, Y. H., & Huang, J. W. (2009). Applying theory of perceived risk and technology acceptance model in the online shopping channel. World Academy of Science, Engineering and Technology, 53(1), 919–925.

Nguyen, D. (2015). Understanding perceived enjoyment and continuance intention in mobile games (Master thesis). Aalto University School of Business, Helsinki.

Pongnatpanich, P., & Visamitanan, K. (2016). Factors affecting purchase intention on online music streaming service of smartphone users in Thailand. BU Academic Review, 15(2), 69–84.

Statista. (2019). Video streaming (SVoD). Retrieved from https://www.statista.com/outlook/206/126/video-streaming--svod-/thailand.

Sussman, R., & Gifford, R. (2019). Causality in the theory of planned behavior. Personality and Social Psychology Bulletin, 45(6), 920–933.

Wang, Y. Y., Lin, H. H., Wang, Y. S., Shih, Y. W., & Wang, S. T. (2018). What drives users’ intentions to purchase a GPS navigation app. Internet Research, 28(1), 251–274.

Watson, A. (2019). Number of SVoD subscribers worldwide 2015-2024. Retrieved from https://www.statista.com/statistics/949391/svod-subscribers-world/.

Watson, A. (2019). SVOD revenue worldwide 2016-2024. Retrieved from https://www.statista.com/statistics/483096/svod-revenue-worldwide/.

Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). New York: Harper and Row.

Youn, S. Y., & Lee, K. H. (2019). Proposing value-based technology acceptance model: Testing on paid mobile media service. Fashion and Textiles, 6(1), 1–16.

Yulihasri, Islam, M. A., & Daud, K. A. K. (2011). Factors that influence customers' buying intention on shopping online. International Journal of Marketing Studies, 3(1), 128.