Exposure Behaviors and Gratification of Netflix’s Users Receiving Tertiary Education in Muang District, Chiang Mai Province

Abstract

        This research studies "Exposure Behaviors and Gratification of Netflix’s Users Receiving Tertiary Education in Muang District, Chiang Mai Province" The aims of this research are 1) to study the exposure behavior of Netflix, a VDO streaming, by undergraduate students in Chiang Mai and 2) to study the gratification towards of Netflix, a VDO streaming, by undergraduate students in Chiang Mai. The study utilized a quantitative research approach. The research sample comprised of undergraduate students who received regulated tertiary education, both from private and public institutions such as Chiang Mai University and Payap University. The selected sample of 400 had a propensity to accept and be satisfied with Netflix. The online surveys had been used as a mean to collect data. The percentage, average, t-test standard deviation, and one-way analysis of variance (One-Way ANOVA) are the formulas implemented for statistical analysis. Any significant discrepancy will be further calculated in pair by method of least significant difference (LSD)

        The results showed that the students of tertiary education from different demographics had different rate of exposure behavior of Netflix, which can be categorized into 2 factors. (1) The first factor is gender which features 2 different sets of behaviors in their tendency to accept package deals, and to accept usage time duration. (2) The next factor regards income, which demonstrates 2 different sets of behavior which are the tendency to accept package deals and to accept the watch through the platform. In the second section, the undergraduate students with demographically difference were also found to exhibit different rate of gratification of Netflix streaming platform. It is divided into 2 factors. (1) The first concerns gender, which leads to different contentment in Netflix in regard to its pricing and marketing strategies. (2) Another factor relates to income, which affects the students’ gratification of the platform usage. This can build gratification and trust among Netflix users while fostering long-term user application among the rapidly evolving competition of the VDO streaming industry.