Video Streaming Application Usage of Generation X, Generation Y and Generation Z

Abstract

           The objectives of this research are as follows: 1) to study the satisfaction of the 7P’s marketing mix for video streaming application by comparing among Generation X, Generation Y, and Generation Z and 2) to study factors affecting video streaming application usage of Generation X, Generation Y, and Generation Z.
          Using F-Test statistics, the satisfaction of promotion, people, physical evidence,
and process by Generation X, Generation Y, and Generation Z is statistically different at
a significant level of 0.01. This research uses Ordinary least Square to model factors affecting video streaming application usage of Generation X, Generation Y, and Generation Z.
The estimation results show that Generation X satisfaction on people affects positively oncost of video streaming service per month. For Generation Y, positive factors affecting cost of video streaming service per month are number of users and monthly income. For Generation Z, positive factors affecting cost of video streaming service per month are satisfaction of product and place.