Influential Factors Shaping the Intent to Utilise Streaming Platforms in Bangkok, Thailand
Journal Title: Advance Knowledge for Executives - Year 2023, Vol 2, Issue 3
Abstract
Objective: This study aims to analyse the key factors that impact the inclination to use streaming platforms in Bangkok, Thailand, with a focus on platform quality, social influence, marketing strategies, and brand perception. Methodology: Adopting a quantitative approach, this study employed questionnaires as the primary data collection method. A sample of 400 streaming platform users in Bangkok, Thailand, was selected for participation. Hypotheses were rigorously tested, and data analysis was carried out using analytical software and statistical techniques for thorough examination. Result: Platform quality, social influence, and brand perception significantly influenced the intention to use streaming platforms. However, marketing strategy did not significantly influence the intention to use streaming platforms. Conclusion: By focusing on platform quality, understanding social dynamics, refining marketing strategies, and managing brand perception, streaming platforms can thrive in the ever-evolving digital entertainment landscape.
Authors and Affiliations
Sirisacorn, D. , Bhumpenpein, N. , Yawichai, T. , Pornsuppayakul, J. , Panyu, K. , Puwanatanaboon, R. & Phonwiang, S.
Keywords
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- EP ID EP724170
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