Factors Influencing Generation Z’s Subscription Intention of Video Streaming During the Pandemic in Thailand
Keywords:
Video streaming, Subscription Intention,, Covid-19, Generation ZAbstract
This study aims to determine the factor, namely, brand awareness, perceived quality, and price fairness, which influence generation Z subscription intention of video streaming during the pandemic in Thailand. Survey data were collected from 208 respondents via Instagram, Facebook, and Line. Quantitative questionnaires were used. The data were analyzed by using the Ordinary Least. Results of the study demonstrated that band awareness, perceived quality, and price fairness significantly influence the intention of video streaming during the pandemic in Thailand. Thus, promoting and advertising, which people often see as the key to accessing consumers and achieving higher subscriptions due to the degree of consumer recognition of its name.
References
Agbor, J. M. (2011). The Relationship between Customer Satisfaction and Service Quality: A Study of Three Service
Sectors in Umea. Master’s Thesis, Umea University.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2),
- 211.
Ajzen, I. (2002). Perceived Behavioral Control, Self‐Efficacy, Locus of Control, and the Theory of Planned Behavior 1.
Journal of Applied Social Psychology, 32(4), 665-683.
Allam, R., & Chan-Olmsted, S. (2020). The Development of Video Streaming Industry in Egypt: Examining its Marke
Environment and Business Model. Journal of Media Business Studies, 18(4)1-19.
Apipuchayakul, N. (n.d.). Factors Affecting the Consumption of Energy-Efficient Lighting Products: Exploring
Purchase Behaviors of Thai Consumers. Sustainability, 12(12), 1-16.
Artero, J. P. (2010). Online Video Business Models: YouTube vs. Hulu. Palabra Clave. https://shorturl.asia/Cs8j9
Bangkok Post Public Company Limited. (n.d.). Cinemas Keep Gaze on Streaming. Retrieved October 20, 2022, from https://shorturl.asia/hz4bJ
Bangkok Post Public Company Limited. (n.d.). Netflix Tops 200 Million Subscribers. Retrieved October 20, 2022, from
Blackwell, R.D., Miniard, P.W., & Engel, F.J.(2001). Consumer Behaviour. San Diego, California: Dryden Press, Harcourt
College Publishers.
Boonmee, P. (2019). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase
Product: A Replication. Journal of Business Research, 4(1), 5-15.
Chang, T. Z., & Wildt, A. R. (1994). Price, Product Information, and Subscription Intention: An Empirical Study. Journal
of the Academy of Marketing Science, 22(1), 16-27.
Chang, X. (2009). Research about the Impact of Price Character on Transaction Evaluation. 2009 ISECS International
Colloquium on Computing, Communication, Control, and Management, 2, 383-386.
Cottrell, J. R. (1999). Ethics in an Age of Changing Technology: Familiar Territory or New Frontiers? Library HiTech,
(1), 107-113.
de Vries, H., Dijkstra, M., & Kuhlman, P. (1988). Self-efficacy: the third factor besides Attitude and Subjective Norm as
a Predictor of Behavioural Intentions. Health Education Research, 3(3), 273-282.
Divitel. (2020, January 21). VOD Via the Internet In 1998? https://divitel.com/news/vod-via-the-internet-in-1998/
Elias, J. M. B. M. M. (2019). The Transition Trend from Pay-TV to streaming platforms: the influence of decision-
making-power and age on consumers’ motivations (Doctoral dissertation).
Feuer, W. (2020). Disney Reports 26.5 Million Disney+ Subscribers. Retrieved February 4, 2022, from https://shorturl.asia/u2qtS
Ganguly, B., Dash, S., Cyr, D., & Head, M.M. (2010). The Effects of Website Design on Subscription Intention in Online
Shopping: The Mediating Role of Trust and the Moderating Role of Culture. Int. J. Electron. Bus., 8, 302-330.
Gustafson, T., & Chabot, B. (2007). Brand Awareness. Cornell Maple Bulletin, 105, 1-5.
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring Subscription Intention of Green Skincare Products Using
the Theory of Planned Behavior: Testing the Moderating Effects of Country of Origin and Price Sensitivity.
Journal of Retailing and Consumer Services, 34, 145-152.
Hussain, A., Abd Razak, M. N. F., Mkpojiogu, E. O., & Hamdi, M. M. F. (2017). UX Evaluation of Video Streaming
Application with Teenage Users. Journal of Telecommunication, Electronic and Computer Engineering
(JTEC), 9(2-11), 129-131.
iQIYI. (n. d.). Announces First Quarter 2021 Financial Results. Retrieved October 20, 2022 from https://ir.iqiyi.com/
news-releases/news-release-details/iqiyi-announces-first-quarter-2021-financial- results
Jhandir, S. U. (2012). Customer satisfaction, Perceived Service Quality and Mediating Role of Perceived Value.
International Journal of Marketing Studies, 4(1), 68-76.
Khan, N., Rahmani, S. H. R., Hoe, H. Y., & Chen, T. B. (2015). Causal Relationships among Dimensions of Consumer-
Based Brand Equity and Subscription Intention: Fashion Industry. International Journal of Business and
Management, 10(1), 172.
Lee, J. (2005). Scalable Continuous Media Streaming Systems. (pp. 25-28). Oxford: Wiley.
MBA Skool Team. (2021). Brand Image Meaning, Importance, Factors & Example. MBA Skool. Retrieved September 19, 2022, from https://shorturl.asia/2DYMt
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Subscription Intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267-273.
Peterson, R. A. (1970). The Price-Perceived Quality Relationship: Experimental Evidence. Journal of Marketing Research, 7(4), 525-528.
Population Statistic. (2021). Bora. Retrieved September 19, 2022, from https://shorturl.asia/6jQd
Rokeach, M., & Kliejunas, P. (1972). Behavior as a Function of Attitude-Toward-Object and Attitude-Toward-Situation. Journal of Personality and Social Psychology, 22, 194-201.
Rossi, Peter & Gilula, Zvi & Allenby, Greg. (2001). Overcoming Scale Usage Heterogeneity. Journal of the American Statistical Association - J AMER STATIST ASSN, 96, 20-31. Rowley, J. (1998). Quality Measurement in the Public Sector: Some Perspectives from the Service Quality Literature. Total Quality Management, 9(2/3), 321-35.
SAGE Journals. (n. d.). Your Gateway to World-Class Research Journals. Retrieved September 25, 2022, from https://journals.sagepub.com/action/cookieAbsent
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product Perceived Quality and Subscription Intention with Consumer Satisfaction. Global Journal of Management and Business Research, 15(1).
Satellite TV. (2021). The Netflix Story: 300+ Amazing Facts and Statistics about the Global Streaming Leader. Retrieved June 22, 2022, from https://shorturl.asia/a6jQd
Setiawan, E. B., Kartini, D., Afiff, F., & Rufaidah, P. (2016). Impact of Price Fairness on Brand Image and Subscription intention for Low Cost Car in Indonesia. Int. J. Econ. Commer. Manag, 4(9), 300-308.
Sharifi, S. S. (2014). Impacts of the Trilogy of Emotion on Future Subscription Intentions in Products of High Involvement under the Mediating Role of Brand Awareness. European Business Review, 26(1), 43-63.
Statista. (2021). YouTube: Global Advertising Revenues as of Q3 2021. Retrieved October 26, 2021, from https://shorturl.asia/Zs6gz
Stoll, J. (2021). Netflix - s & Facts. Retrieved November 11, 2021, from https://www.statista.
com/topics
Tam, J. L. (2008). Brand familiarity: Its Effects on Satisfaction Evaluations. Journal of Services Marketing, 22(1), 3-12.
Tsiotsou, R. (2005). Perceived Quality Levels and Their Relation to Involvement, Satisfaction, and Subscription Intention. Marketing Bulletin, 16(4), 1-10.
Ullah, A. (2016). Effect of Perceived Quality of Service on Customer Loyalty: A Case of Pearl Continental Hotel Services. City University Research Journal, 6(1), 81-100.
Voelckner, F. (2006). An Empirical Comparison of Methods for Measuring Consumers’ Willingness to Pay. Marketing Letters, 17(2), 137-149.
Wang, Y. H., & Chen, L. Y. (2016). An Empirical Study of the Effect of Perceived Price on Subscription Intention Evidence from Low-Cost Carriers. International Journal of Business and Social Science, 7(4), 97-107.
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114-122.
Yamane, T. (1967). Statistics: An Introductory Analysis (2nd ed.). New York: Harper & Row.
Yamane, T. (1973). Statistics: An Introductory Analysis (3rd ed.). New York: Harper & Row.
Yee, C. J., & San, N. C. (2011). Consumers’ Perceived Quality, Perceived Value and Perceived Risk Towards Purchase Decision on Automobile. American Journal of Economics and Business Administration, 3(1), 47-57.
Yoo, B. & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2, 129.
Zeithaml, V. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
