Lifestyle factors influencing the decision to watch online movies via digital entertainment service among working-age subscribers
คำสำคัญ:
Lifestyle factor, Decisions to watch, Online movies, Digital entertainment serviceบทคัดย่อ
This study aims to investigate the impact of lifestyle factors on the decision to watch online movies through digital entertainment services among working-age subscribers. Data was gathered using questionnaires distributed to 400 Netflix newly subscribers in working age. The analysis employed multiple regression techniques, revealing that lifestyle factors significantly influence viewing decisions, with a statistical significance level of 0.01. The results highlight that among lifestyle dimensions, interests exert the greatest influence (Beta = 0.393), followed by opinions (Beta = 0.231) and activities (Beta = 0.155). This underscores the pivotal role of interests in shaping content choices, reflecting viewers' preferences for specific genres, themes, and diverse offerings. The findings demonstrate that all aspects of lifestyle factors contribute to the decision-making process, with interests receiving the most positive evaluations. Moreover, the strong influence of interests can be attributed to digital platforms' ability to align content recommendations with user preferences through advanced algorithms, personalized suggestions, and localized offerings. These features resonate particularly with working-age subscribers who face time constraints and seek tailored entertainment options that meet their unique needs and preferences.
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