Quality Factors and Perceived Benefits Aftecting Service Satisfaction with Video Streaming of Students in Nakhon Pathom Province

Abstract

The objectives of this research were 1) to investigate the behavior of using video streaming service of students in Nakhon Pathom Province, 2) to study the opinion of quality factors and perceived benefits and satisfaction with the use of video streaming services of students in Nakhon Pathom Province and 3) to study the factors affecting satisfaction with the use of video streaming services of students in Nakhon Pathom Province. This was survey research. A questionnaire was used as a research instrument for data collection. The sample was 430 students who used video streaming service in Nakhon Pathom Province. Data were analyzed using descriptive statistics such as mean, standard deviation, and multiple regression analysis. The results of the study indicated that most of the respondents were female (230 people, representing 53.5%), aged 21-23 years ( 300 people, representing 69.8%), graduated with  a bachelor's degree at the 4th year ( 240 people, representing  55.8%) and earned a monthly income between 5,000 - 10,000 baht ( 166 people, representing 38.5%). In terms of service behavior, it was found that most of the respondents watched video streaming via their smart phone devices.  For watching frequency, they watched streaming video every day with a duration of watching during 2-4 hours. Normally, the video streaming package was purchased from the Netflix application with the viewing time of video streaming via Netflix. They preferred watching romantic movie/series video content respectively. A person motivating their decision-making for purchase was their friend. The results of hypothesis testing revealed that system quality (b = 0.218), data quality (b = 0.250), content quality (b= 0.159), and perceived benefit (b = 0.266) had a positive influence on service satisfaction with video streaming service  with a statistical significance level of 0.01.