THAI MILLENNIALS PURCHASE BEHAVIOR TOWARDS ...ethesisarchive.library.tu.ac.th/thesis/2018/TU_2018...Netflix and Viu have been launched in the region since 20 15 onward, introducing

THAI MILLENNIALS PURCHASE BEHAVIOR

TOWARDS ONLINE TV STREAMING SERVICES:

IFLIX, NETFLIX, AND VIU

BY

MISS ONPIMON CHAVALITCHEEVIN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2018

COPYRIGHT OF THAMMASAT UNIVERSITY

Ref. code: 25616002040407UOH

THAI MILLENNIALS PURCHASE BEHAVIOR

TOWARDS ONLINE TV STREAMING SERVICES:

IFLIX, NETFLIX, AND VIU

BY

MISS ONPIMON CHAVALITCHEEVIN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2018

COPYRIGHT OF THAMMASAT UNIVERSITY

Ref. code: 25616002040407UOH

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Independent Study Title THAI MILLENNIALS PURCHASEBEHAVIOR

TOWARDS ONLINE TV STREAMING

SERVICES: IFLIX, NETFLIX, AND VIU

Author MISS ONPIMON CHAVALITCHEEVIN

Degree Master of Science Program in Marketing

(International Program)

Major Field/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Independent Study Advisor Associate Professor James E. Nelson, Ph.D.

Academic Years 2018

ABSTRACT

The online TV streaming service (OTSS) has been growing continuously in

Thailand due to the increase of Internet speed and technological advances that enable

new digital lifestyles (Kaveevivitchai, 2018). Big streaming players such as Iflix,

Netflix and Viu have been launched in the region since 2015 onward, introducing a

new era of video streaming, and traditional TV has been in decline. Similar trends

have also reported worldwide. This major shift in media consumption habits has

raised important questions about Thai consumers today, particularly about the critical

factors that could influence their behavior to adapt to the global trend. Given this, this

research is intended to understand the current trend of Thai millennial consumers

toward using online TV streaming services.

The objectives of this research are 1) to identify the profile and purchasing

behavior of legal Thai millennial consumers of OTSS’s, and 2) to identify important

factors that influence Thai millennials’ purchasing decision of OTSS’s. In order to

gain an industry overview and consumer insights, exploratory and descriptive

research was conducted. The target respondents are millennials aged between 18-34

years old living in Bangkok and metropolitan areas, who have watched movies or TV

shows online via Netflix, Iflix and Viu within the past three months. Based on the

exploratory study, availability of content, convenience and legal issues were

concluded as the three most important factors that influence the use OTSS’s. These

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variables were then tested further in descriptive research, which was completed with

309 valid respondents.

As a result, there are three segments of OTSS users: 1) the Streaming Victim,

the enthusiastic, entertainment-oriented trend follower who values a variety of content

and is willing to pay more to increase user experience; 2) the Streamer Fan, the offline

streamer who prefers to watch classic or older content using an OTSS as a way to

support their favorite actors; and 3) the Streaming Initiator, the trendsetter who loves

to be the first to watch the latest content and share about their experience and interest.

Research findings also show that the most important attributes for OTSS users when

choosing a service provider are 1) the original soundtrack, 2) a resume function, and

3) the freshness of content. Additionally, the majority of OTSS users are medium to

heavy users who stream content from three to more than four times a week and tend to

share their OTSS account with friends, family, partner, and even strangers.

Keywords: Online TV streaming service, Thai millennial TV streamer, Netflix, Iflix,

Viu, TV streaming usage behavior, Online movies and series,

TV streaming devices.

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ACKNOWLEDGEMENTS

I would like to express my very great appreciation to everyone who has

contributed to the work presented in this independent study. A special mention goes to

my beloved advisor, Associate Professor Dr. James E. Nelson. My journey under his

supervision has been an amazing experience and I thank him wholeheartedly not only

for his enormous academic support but also for giving words of encouragement and

motivation.

Similarly, a profound gratitude goes to Mr. Pongsakorn Tikapichart and Ms.

Jinjutha Hematulin, who have helped me greatly in the data analysis process. I am

really thankful for those long hours we have spent at Starbucks.

I would also like to thank all the millennial online TV streamers who have

taken their time completing in-depth interviews and my survey questionnaire. Lastly,

but by no means the least, I thank my family for their endless love and support in

during the difficult times as I completed this study.

Miss Onpimon Chavalitcheevin

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TABLE OF CONTENTS

Page

ABSTRACT (1)

ACKNOWLEDGEMENTS (3)

LIST OF TABLES (7)

LIST OF FIGURES (8)

LIST OF ABBREVIATIONS (8)

CHAPTER 1 INTRODUCTION 1

1.1 Background of the Study 1

1.2 Research Objective 2

CHAPTER 2 REVIEW OF LITERATURE 4

2.1 Definition of OTSS and Trends 4

2.2 Market Expansion of Leading OTSS’s in Southeast Asia 5

2.3 OTSS Providers in Thailand 6

2.4 OTSS’s Key Success Factors in International Markets 7

2.5 Reason for Signing Up 9

CHAPTER 3 RESEARCH METHODOLOGY 11

3.1 Research methodology 11

3.1.1 Secondary Data Research 11

3.1.2 Primary Data Research 11

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3.2 Sampling Plan 12

3.3 Data Collection 13

3.4 Data Analysis Plan 13

3.5 Theoretical Framework 14

CHAPTER 4 RESULTS AND DISCUSSION 15

4.1 Key Finding from Primary Method – Qualitative Approach 15

4.2 Key Finding from Primary Method – Quantitative Approach 16

4.2.1 General demographics’ profile of respondents 16

4.2.2 Factor Analysis 17

4.2.3 Cluster analysis and segmentation 19

4.2.4 Segmentation demographics’ profile 20

4.2.5 Segmentation behaviors’ profile 24

4.2.6 Factors that influence Thai millennials’ purchasing decision 25

of OTSS’s CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 27

5.1 Research Summary 27

5.1.1 OTSS consumer’s profile 27

5.1.2 Important factors that influence OTSS user purchasing decision 28

5.2 Recommendations 29

5.2 Limitations of the Study 30

REFERENCES 31

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APPENDICES

APPENDIX A – Target respondent selection criteria 33

APPENDIX B – Questions for an in-depth interview 34

APPENDIX C – Result of in-depth interviews 35

APPENDIX D – Questionnaire 39

APPENDIX E – Respondents’ demographic profile 47

APPENDIX F – Data summary 49

BIOGRAPHY 56

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LIST OF TABLES

Tables Page

2.1 Comparison of the basic starting package between 7

different OTSS providers in Thailand

3.2 In-depth interview sampling plan 13

3.3 Questionnaire sampling plan. 13

4.4 The summary of user attitudes towards the use of 17

online TV streaming services (n=309)

4.5 The result of factor analysis on the respondents’ 18

psychographic toward using an OTSS (n=309)

4.6 The result of K-means cluster analysis (n=309) 19

4.7 Number of respondents in each cluster (n=309) 19

4.8 Respondents’ demographic profile (n=309) 22

4.9 The result of One-way ANOVA – Identify different between 23

segments using demographic factors (n=309)

4.10 The summary of post hoc Tests table – Identify different 23

between segments using demographic factors (n=309)

4.11 Respondents’ behavior profile (n=309) 24

4.12 Summary of mean and standard deviation for tangible and 25

factors that influences each segment (n=309)

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LIST OF FIGURES

Figures Page

2.1 OTSS’s paying behavior (Fluent,2017) 4

2.2 Southeast Asia Internet Economy Market Size (Tan, 2018) 5

2.3 Netflix outdoor advertising and social media campaigns (NetflixTH, 2019) 8

2.4 Main reasons for signing up for OTSS (Fluent, 2017) 9

3.5 Research design sequence 11

3.6 The research key variables 14

LIST OF ABBREVIATIONS

Symbols/Abbreviations Terms

OTSS Online TV streaming service

User People who have used at least one of the

OTSS: Iflix, Netflix, and Viu.

Paid User People who have used and paid to at least

one of the OTSS: Iflix, Netflix, and Viu.

Non-paid user People who have not paid but used at

least one of the OTSS: Iflix, Netflix, and

Viu.

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CHAPTER 1

INTRODUCTION

1.1 Background of the Study

According to (Bhojwani, 2017), Asia Pacific is becoming the world’s largest

market for Subscription Video on Demand (SVOD), with a forecast compounded

annual growth rate (CAGR) of 21% between 2017 and 2022, generating US$46

billion. In Thailand, the revenue in the SVOD sector amounts to US$19 million in

2018 and is expected to show an annual growth rate (CAGR 2018-2022) of 27.5%,

resulting in the market volume of US$51 million by 2022 with the average revenue

per user around US$16 (Video Streaming (SVOD), 2018).

The increase in internet speed and technological advances that enable new

digital lifestyles have become the major driving forces of the rise of online TV

streaming services in Thailand (Kaveevivitchai, 2018). Big streaming players such as

Iflix, Netflix, and Viu have been introduced in the region since 2015. The number of

paid subscribers in Southeast Asia is expected to grow at a 12% CAGR, from 2.2

million in 2017 to 6.2 million. Thailand accounts for 15% of those total paid users

(Boulay, 2018). Online statistics, market research and business intelligence portal

estimate that by 2020 there will be more than 546,000 Netflix subscribers in Thailand

(statista, 2017). Meanwhile, Iflix had gained more than 1 million subscribers by the

end of 2017 (Chucherd, 2017). A growing competition would benefit the consumers

in the region in many ways. Not only would good quality entertainment be more

accessible than ever, but consumers would also be supporting local productions and

talents as many more companies look to produce localized content (Ariffin, 2018).

Consumer behavior has also begun to shift. More people have stopped paying

for more costly pay television subscriptions (Kaveevivitchai, 2018). A similar trend

has been reported worldwide: Spectrum, Comcast and AT&T, the three-major pay TV

service providers in the U.S. reported a decline in cable subscriber number by 3.4% in

2017, a faster decline than in 2015 and 2016 according to Morris (2018). In the U.K.,

the total number of subscriptions to the three most popular OTSS providers – Netflix,

Amazon Prime, and Sky’s Now TV– reached 15.4 million in Q1 2018, overtaking the

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number of pay TV subscription, at 15.1 million, for the first time (Ofcom’s Media

Nations report, 2018). This major shift in media consumption habits has raised

important questions about Thai consumers today: what are the critical factors that

could influence their behavior to adapt to the global trend.

The subject of this study is a contemporary one in applied marketing within the

area of technology issues and opportunities. The study focuses on Thai millennials

aged between 18-34 years old living in Bangkok and metropolitan areas and have

watched movies or TV shows online within the past three months. Due to time

constraints, the researcher has limited the respondents to Iflix, Netflix, and Viu users.

The findings and implications will be beneficial to businesses in the online TV

streaming market, media production and advertising that want to gain better insight

and develop more effective marketing strategies to suit their target customers.

1.2 Research Objective

The research objectives of this study are addressed to marketers, advertisers and

content creators, particularly in the online TV streaming business and traditional TV

channels, who want to identify the right target audience and their purchasing

behavior. The study will help them understand the key success factors that influence

Thai millennials to make a purchasing decision, which will allow them to effectively

plan a strategy and create content to attract this group of consumers. The research

objectives are identified as follows:

1. To identify Thai millennial consumers’ profile and purchasing behavior of

legal OTSS’s.

a. Demographic factors e.g. gender, education level, occupation, income,

marital status, and number of digital devices for TV consumption.

b. Psychographic factors e.g. lifestyle, motivation, perception, beliefs,

and attitudes.

c. Behavioral factors e.g. average monthly spending for a service

subscription, consumption pattern of OTSS’s, and media consumption

habits.

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2. To identify important factors that influence Thai millennials’ purchasing

decision of OTSS’s.

a. Tangible factors e.g. account share-ability, content availability,

download for offline viewing, free trial, payment channels, price,

multiple device viewing, and subtitles.

b. Intangible factors e.g. advertising, brand, promotions, and service

quality.

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CHAPTER 2

REVIEW OF LITERATURE

2.1 Definition of OTSS and Trends

According to Rouse (2013), OTSS is an on-demand online entertainment

source for TV shows, movies, and other streaming media. In order to stream the

content, users have to pay the service provider, often on a subscription basis. The

content is streamed on a cloud-based internet network and content availability and

price may vary from one region to another. It has become increasingly convenient for

users as OTSS providers offer support on multiple devices such as smart TVs,

computers, tablets, and smartphones (Rouse, 2013).

Gone are the days when consumers would go to video or DVD rental stores to

get the latest movie releases. A new era of video streaming is on the rise and

traditional TV the decline as streaming services allow subscribers to have greater

control than ever over what they watch, when they watch, and how they watch

(Nielsen, 2016). Fluent’s Streaming Services 2017 survey of 2,267 U.S. consumers

aged 18 and above shows that, overall, video streaming service usage in the U.S. has

exceeded cable subscriptions. Among millennials aged between 18-34 years old, more

Figure 2.1: OTSS’s paying behavior (Fluent,2017)

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than three out of four have access to some form of streaming service. However, more

than 60% of young viewers take the advantage of the ability to share passwords with

friends and family, as shown in Figure 2.1: OTSS’s paying behavior (Fluent,2017).

Nevertheless, Netflix CEO Reed Hastings has revealed that household account

sharing is doable and oftentimes that leads to new customers. When teens leave for

college or start earning, they tend to subscribe to the service on their own (Nieva,

2016).

2.2 Market Expansion of Leading OTSS’s in Southeast Asia

As shown in Figure 2.2: Southeast Asia Internet Economy Market Size (Tan,

2018), Southeast Asia’s booming digital economy has attracted many streaming

service providers to make their presence here. The region’s internet economy is

among the fastest growing in the world and is expected to exceed US$240 billion by

2025 (Tan, 2018). Moreover, internet penetration rates have continued to grow, with

58% of the population being on the internet, and the number will only grow in the

future as internet access and mobile devices become more affordable (Southeast Asia

digital, social and mobile 2018, 2018).

Figure 2.2: Southeast Asia Internet Economy Market Size (Tan, 2018)

The growth of middle class is another reason streaming companies want to

invest in this region. Since their business model relies heavily on a monthly

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subscription, the strong socio-economic middle class would give streaming companies

a sustained revenue stream. Plus, they are the most open with the latest technology

and trends, and hence the biggest consumers of television shows and movies (Ariffin,

2018).

2.3 OTSS Providers in Thailand

In 2019, there are three key service providers in Thailand. Each provider has a

different mixture of service, policy, and rate of payment as shown in Table 2.1. The

Malaysian video streaming company Iflix has a large footprint in the Southeast Asian

region and was introduced to the Thai market in 2015. The service offers a monthly

plan of as low as 100 baht per month. With their new strategy to penetrate the market

starting 2018, Iflix now offers users to watch selected content for free instead of a 30-

days free trial (Suvichai, 2018).

According to Boulay (2018), Netflix has the highest market share in Southeast

Asia, followed by Iflix, and Viu. An American media-service provider first launched

in Thailand in 2016, Netflix offers three streaming plans: basic, standard and premium

priced monthly at 280 baht, 350 baht, and 420 baht, respectively, and the highest in

the market. Users can share up to four screens with the premium package while, with

the basic package, they can watch on one screen at a time. In term of content, Netflix

is known for its original series such as House of Cards, Stranger Things, and Orange

is the New black, which command far higher viewership figures than any other OTSS

providers (Husain, 2018). According to Ariffin (2018), another streaming service

rapidly on the rise is Viu, initially launched in Thailand in 2017. Operated by Hong

Kong-based company PCCW International, Viu is set apart from other streaming

service providers with a “freemium” model. Users can enjoy the basic services for

free, while more premium features require an affordable subscription of 119 baht per

month. Viu provides users with extensive Asian content, having exclusive first rights

to many Korean dramas, music videos and variety shows (Cunningham, 2017). In

addition, all three OTSS providers choose to partner with the local telecommunication

operators to reach broader audiences and facilitate billing since credit card penetration

rate remains low in the region (Boulay, 2018).

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Table 2.1: Comparison of the basic starting package between different OTSS

providers in Thailand

2.4 OTSS’s Key Success Factors in International Markets

To compete in the international landscape, many OTSS providers are trying to

create more local language content in non-English-speaking markets to drive demand

for their service (Deloitte, 2018). The market leader like Netflix has invested in local

OTSS providers Iflix Netflix Viu

Streaming Plan VIP BASIC VIP

Price 100 THB/ Month 280 THB/

Month 119 THB/ Month

Free trial period Selected free

contents 30 Days 7 Days

Partnership with

telecommunication

operator

DTAC AIS AIS

Device Desktop, Tablet, Mobile application, and Smart TV

Account sharing policy

(When signing in at the

same time)

Yes,

sharing up to 2

screens

No,

watch on 1

screen

at a time

Yes,

sharing up to 4

screens

(3 Mobile/ 1

Desktop)

Download

10 titles/device

(on the mobile app

only)

100

titles/device Unlimited

Period to watch offline 7 days

Depends on

individual

licenses

7 days

Content Western and Asian

content

Western and

Asian content Asian content

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language productions in multiple countries, including Mexico, India, Brazil, and

Germany. According to Meza (2017), half of Netflix subscribers are outside of the

U.S., especially in Europe, where they planned to spend up to $1 billion on original

content and co-produced content. As more local language content is developed, OTSS

services will broaden their appeal; fluency in English or willingness to consume

subtitles content might no longer be necessary (Deloitte, 2018).

Figure 2.3: Netflix outdoor advertising and social media campaigns (NetflixTH, 2019)

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Despite having a wide selection of content adapted to the local market,

localized marketing campaigns are also important to win over local competitors.

Netflix has undeniably done a good job in the Thai market considering multiple

successful campaigns as shown in Figure 2.3: Netflix outdoor advertising and social

media campaigns (NetflixTH, 2019). The company uses creative and catchy Thai

messages on outdoor screens and billboards and social media. Their brand awareness

among urban Thai consumers are extremely high, referring to the number of followers

on Facebook of 55 million, compared to that of Iflix (6 million) and Viu (1.6 million).

2.5 Reason for Signing Up.

Price is the main reason for signing up for an OTSS: 38% of millennials said a

low monthly price was the top factor for subscribing according to Fluent (2017).

Other reasons are the convenience of being able to stream content on any device

(29%), having access to exclusive original content (18%) and “breadth of

programming” (7%) as shown in Figure 2.4: Main reasons for signing up for OTSS

(Fluent, 2017).

Figure 2.4: Main reasons for signing up for OTSS (Fluent, 2017)

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A summary of the literature review: (1) Research on OTSS’s in Thai

millennials’ purchasing behavior is minimal; (2) Research on OTSS’s in other

countries has not yet examined the characteristics of paid users and non-paid users,

whether there is any significant relationship or difference between the two groups; (3)

Available research on OTSS’s has not yet examined factors that influence Thai

consumers to subscribe to OTSS’s. The proposed study will provide useful

information that contributes to these three observations.

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Exploratory Research Proposal Descriptive

Research Report

CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research methodology

In order to achieve the research objectives, the study was conducted using both

exploratory and descriptive research. See below in Figure 3.5: Research design

sequence.

Figure 3.5: Research design sequence.

3.1.1 Secondary Data Research

The secondary research was conducted by using literature reviews, to

explore the industry overview, current trend, and the availability of OTSS providers in

Thailand. Also, consumer’s perception, attitude and purchasing behavior toward

OTSS in the global landscape. The information was obtained from various research

studies by credible institutions, online journal, article, and website.

3.1.2 Primary Data Research

In-depth Interview: In order to validate the finding from secondary

research, six in-depth interviews were conducted on Oct 24, 26 and Dec 5, 6 2018.

Three respondents are paid users, and the other three are non-paid users of OTSS see

Appendix A: Target respondent selection criteria. The length of time to complete

interview was 20 minute. The information provides by each respondent are collected

and analyzed to find linkage between each other and use to gain better insight from

consumers. The result of this research will be used to develop a hypothesis for further

test in the descriptive research. See Appendix B: Questions for an in-depth interview.

Survey questionnaire: The purpose of quantitative approach was to find

• Primary data: Survey questionnaires • Secondary data: Literature review

• Primary data: In-depth interview

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the consumer profile, purchasing behavior and factors that influence purchase

decision. It was designed based on the finding of exploratory research consist of four

parts of the main questionnaire which are, part one: OTSS consumption (behavior)

consists of eight questions, part two: OTSS consumer psychographic (attitude,

motivation, lifestyle) consists of 18 questions, part three: product attributes

(tangible/intangible factors) consists of 19 questions and part four: personal

information (demographic) consists of six questions. To measure frequency and fact,

Part one and part four were conducted using multiple choices, while part two and part

three were measure the degree of opinion using Likert and importance scales. There

are total of 51 questions and took around 10 minutes to complete. The survey

questionnaires were distributed through an online channel and has collected a total of

200 respondents in two weeks. The data is used to gain statistical evidence and help

ensure the result from a qualitative part, after that the data were used to determine a

recommendation later in the report. See Appendix D: Questionnaire.

3.2 Sampling Plan

Both qualitative and quantitative were based on non-probability technique,

where the sample is gathered in a process that does not give all individuals in the

population equal chance of being selected. Therefore, the sample may or may not

represent the entire population accurately. Due to time constraints, the convenience

sampling was used for an in-depth interview and questionnaires. The focus of this

research was Thai millennials, age between 18-34 years old, living in Bangkok and

metropolitan area who have watched movies or TV series online within the past three

months. Millennials are chosen to be a target sample as the studies show that three out

of four millennials have access to some form of streaming service (Fluent, 2017). To

limit the scope of this study, the researcher chooses to focus on the users of Iflix,

Netflix, and Viu, Thailand top OTSS providers. Two group of target respondents were

found during the in-depth interview pilot test as there are, paid user and non-paid user.

Therefore, these groups will be used as a selection criterion for an actual in-depth

interview as shown in Appendix A: Target respondents selection criteria. The data

gained from these groups will be used for further research to form a questionnaire.

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3.3 Data Collection

In-depth interview: Six participants were randomly selected and recruited via

personal contact for an in-depth interview. All of them have to be qualified by passing

the screening questions, to continue the interview. See Table 3.2: In-depth interview

sampling plan.

Table 3.2: In-depth interview sampling plan.

Questionnaire: The researcher has collected 200 respondents from online

channel, that was distribute through LINE messenger, websites and social media. e.g.,

Netflix lover Thailand, Iflix Thai club, Viu Thailand Facebook fan page, Pantip

forum. See Table 3.3: Questionnaire sampling plan.

Table 3.3: Questionnaire sampling plan.

3.4 Data Analysis Plan

Data analysis included both qualitative and quantitative analysis. The

information gathered from the in-depth interview was processed to move from the

qualitative data into some form of explanation, understanding, and interpretation of

the respondent and situations that the researcher was investigating. All the findings

Methodology Pilot study Sample size Detail

Qualitative 2 people 6 people3 Paid users and 3 non-paid users from each OTSS provider: Iflix, Netflix, and Viu.

Methodology Pilot study Sample size Detail

Qualitative 6 people 200 people

100 people per target respondents (paid user and non-paid user) with a total of 3 OTSS providers: Iflix, Netflix, and Viu.

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from the in-depth interview were used to form hypotheses for further quantitative

research. For the quantitative part, the data were analyzed using the Statistical

Package for the Social Sciences (SPSS). It was examined using factor analysis, cluster

analysis, analysis of variances (ANOVA), correlations, comparing the results between

each variable and other appropriate statistical analysis if required.

3.5 Theoretical Framework

In this study, the independent variable is set by using demographic and

psychographic of OTSS user and assumed to have a direct effect on the intention to

use the service, set as the dependent variable. The ultimate dependent variable is

affected by several factors that may influence the user purchasing decision. See

Figure 3.6: The research key variables.

Figure 3.6: The research key variables.

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CHAPTER 4

RESULTS AND DISCUSSION

4.1 Key Finding from Primary Method – Qualitative Approach

Six in-depth interviews were conducted during the completion of this proposal

report to investigate factors that influence the user’s subscription decision and

purchasing behavior. The respondents are one male and five females who live in

Bangkok, aged between 26-34. One of them is a hotel owner; four work as middle to

high-level officers in different industries and the other works as a tutor. All of them

are currently subscribed to at least one of these legal OTSS’s, Iflix, Netflix and Viu,

with Netflix being the most popular service as all respondents are using it. Important

findings from the in-depth interviews are as follows:

First, the most important criteria for both paid and non-paid users to choose an

OTSS provider ranges from availability of content, convenience to legal terms. “I love

that the streaming service is providing a variety of content,” said one Netflix paid

user. “Most importantly, it can be downloaded to watch on the go on multiple

devices.”

Secondly, the researcher found that four of the respondents are subscribed to

multiple streaming services because they want to have a broad selection of content

because each service provides different content. Some respondents use these services

as their primary source of entertainment to replace cable TV completely. "I use three

services: Netflix, HBO Go (AIS Play) and Iflix,” said a respondent. “For Netflix and

HBO Go, I subscribed because of their original series and movies. On Iflix, however,

I watch whatever that are not on the other two services as a non-paid user."

There are a few barriers that rule out paid subscription for non-paid users: Iflix

and Viu non-paid users find no interest in upgrading to a higher plan because they

think there is no significant difference in privileges between their current plan and a

higher one. “I am happy with Viu ‘freemium’ plan since there is not much benefit I

can get from switching to the premium package,” said one Viu non-paid user. A

Netflix non-paid user is not paying for the service because she is sharing an account

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with her family, and her uncle is paying for it. This, however, does not mean that they

are not loyal to the service they are using; many non-paid users are heavy users who

watch more than four times a week despite having other people pay for the fee.

Finally, most of the respondents seem to be sharing their account with their

acquaintances and sometimes strangers. It is interesting to find that many users are

willing to go online and look for people to split the service fee with. “I do not mind

sharing my account with strangers,” said a Netflix paid user. “It is not complicated at

all. I can easily find a plan-sharing group on Netflix-related Facebook pages. We

would set up a LINE group and appoint one person to sign up. After that we would

just transfer the money to that person every month. See Appendix C: Results of in-

depth interviews.

4.2 Key Finding from Primary Method – Quantitative Approach

4.2.1 General demographics’ profile of respondents

An online questionnaire was distributed through surveymonkey.com and

data were analyzed using Statistic Package for Social Sciences (SPSS). As a result,

309 respondents have passed the screening questions and completed the survey. There

is a total of 171 paid users and 138 non-paid users. See appendix E: Respondents’

demographic profile.

From 309 respondents, the majority of millennial OTSS users who age

between 18-34 is female (60.50%), whereas 39.50% are male. 55.70% are single and

34.60% are in a relationship. The highest percentage of education level is

undergraduate (66.7%), followed by postgraduate (25.60%). In terms of occupation,

the highest response came from office workers (40.50%) and students (32.50%).

Monthly income ranges between 15,001-30,000 Thai baht (37.70%) while the lowest

response came from the >60,000baht income group (10.70%). All respondents are

multiple OTSS users; Netflix (94.82%) is used by the majority of respondents,

followed by Viu (25.57%) and Iflix (21.04%).

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4.2.2 Factor analysis

A factor analysis was conducted from question number seven to measure

the respondents’ psychographic toward using an OTSS (see Appendix F-1: Data

summary of attitudes towards intention to use). Prior to running the factor analysis, a

data summarization was conducted to see the trend of each variable using descriptive

statistics showing mean, standard deviation and variance as shown in Table: 4.4.

There are 19 variables and each variable is rated on a one-to-five scale. From the

analysis, the researcher found that, in general, all respondents decide to use an OTSS

because they can watch shows any time that is convenient for them. This has the

highest average mean of 4.63. Meanwhile, using because of their friend ranks with the

lowest average mean of 2.11.

Table 4.4: The summary of user attitudes towards the use of online TV streaming

services (n=309)

Following this, dimension reduction with promax rotation was used to

reduce 19 variables into eight factors as shown in Table: 4.5 based on eigenvalues

greater than one and accounted for 62.55% of total variances. For the ease of

interpretation, factor loadings smaller than 0.50 are not displayed. All eight factors

were labeled as 1) Trend setter 2) Trend follower 3) Enthusiast streamer 4) Values

I do not mind sharing my

streaming account with other people.

I read reviews every time I am about to start

watching something new.

I love to support my favorite

actors/actresses by watching their show from the legal sources.

I use online TV streaming service

because of my friends.

I watch the show that my friends are watching to be on

trend.

Mean 3.78 3.37 4.17 2.11 2.77Std. Deviation 1.28 1.28 0.98 1.26 1.27Variance 1.64 1.64 0.96 1.59 1.60

I do not like to miss the latest episode

of my favorite series.

I do not mind watching old

movies and classic shows on the

streaming service

I prefer to watch new movies and

series when using my streaming

service

I use multiple online TV

streaming services to find what I want

to watch

I will look for the TV shows and

movies on illegal websites, if I

cannot find it on my streaming

serviceMean 3.93 3.84 4.28 3.03 3.35Std. Deviation 1.27 1.20 0.89 1.45 1.46Variance 1.60 1.44 0.79 2.12 2.13

I am willing to spend more money to avoid having an

ad.

I use stream service because I

can watch at a time that is

convenient for me.

I like to download the show offline to

watch when I do not have good

internet connection

I completely watch TV shows/movie online instead of cable TV channel

and cable satellite.

I use TV streaming service to practice

my second languages.

Beside online TV streaming service I

also use music streaming

application too

I went to the cinema less often after I use online

TV streaming service

Mean 3.00 4.63 3.20 3.42 3.63 3.32 3.00Std. Deviation 1.45 0.72 1.47 1.38 1.31 1.64 1.46Variance 2.10 0.52 2.17 1.90 1.71 2.70 2.12

Question 7: How much do you agree or disagree with the following statement regarding attitudes towards intension to use an online TV streaming services?

1.361.16

3.271.231.50

I like to start a conversation about the show and movies when I am among my

friends.

The contents available on the service that I use are enough for me

3.04

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variety 5) Willing to upgrade 6) See favorite actors 7) Entertainment-oriented, and 8)

Offline streamer.

Table 4.5: The result of factor analysis on the respondents’ psychographic toward

using an OTSS (n=309)

Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Factor 7 Factor 8

Trend setter

Trend followers

Enthusiast

streamer

Values Variety

Willing to

upgrade

See favorite actors

entertainment-oriented

Offline streamer

I like to start a conversation about the show and movies when I am among my friends.

0.577

I do not like to miss the latest episode of my favorite series.

0.792

I prefer to watch new movies and series when using my streaming service

0.683

I do not mind sharing my streaming account with other people.

0.732

I use online TV streaming service because of my friends.

0.716

I watch the show that my friends are watching to be on trend.

0.628

I completely watch TV shows/movie online instead of cable TV channel and cable satellite.

0.777

I went to the cinema less often after I use online TV streaming service

0.899

I use multiple online TV streaming services to find what I want to watch

0.848

I will look for the TV shows and movies on illegal websites, if I cannot find it on my streaming service

0.698


0.682

I am willing to spend more money to avoid having an ad.

0.745

I love to support my favorite actors/actresses by watching their show from the legal sources.

0.664

I do not mind watching old movies and classic shows on the streaming service

0.788

Beside online TV streaming service I also use music streaming application too

0.765

I like to download the show offline to watch when I do not have good internet connection

0.879

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4.2.3 Cluster analysis and segmentation

To determine the segmentation of respondents, a cluster analysis was

conducted. Hierarchical clustering was used to identify an appropriate number of

clusters by looking at the highest gap of coefficient value between each respondent.

This is followed by using K-means clustering to group similar respondents into the

same segments. Finally, three segments were classified as shown in Table: 4.6 and

4.7.

Table 4.6: The result of K-means cluster analysis (n=309)

Table 4.7: Number of respondents in each cluster (n=309)

Number of case in each cluster

Frequency %

1 102 33.002 125 40.503 82 26.50

Valid 309Missing 0

Cluster by factors q8

Cluster

1Streamer

Fans(n=102)

2Streaming "Victim"(n=125)

3Streaming Innitiator

(n=82)

Trend setter -2.31 1.41 1.99Trend follower -0.68 2.47 -0.67Enthusiast streaming -2.00 1.00 -2.00Value variety -2.63 2.20 1.90Willing to upgrade -1.15 1.88 -0.95See favorite actor 1.31 0.72 -1.46Entertainment-oriented 0.38 0.51 -3.13Offline streamer 2.00 0.08 -2.26

ClusterInitial Cluster Centers

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Segment 1: Streamer Fan (n=102, 33% of total respondents)

This group of consumers is likely to stream classic movies and TV

series. They do not mind watching old content because they are using OTSS’s as a

way to support their favorite actors - by watching the shows on legal sources.

Moreover, they are also offline viewers who download the shows to watch when there

is no internet connection.

Segment 2: Streaming Victim (n=125, 40.50% of total respondents)

The majority of the respondents falls into this segment. They are

trend followers who are interested in streaming the content that are trending or that

their friends are watching. A variety of content is preferred when using an OTSS; they

are willing to do multiple searches on different OTSS’s or even on illegal websites to

find what they want. However, they are quite satisfied with their current OTSS

providers and do not mind upgrading the plan to increase user experience such as

seeing no advertisements. In addition, this segment is likely to switch completely

from cable TV and less likely to visit the cinema after using an OTSS. The name

“Streaming Victim” were given to this group as there are an easy target group who

likely to adopt in using the OTSS more than other groups.

Segment 3: Streaming Initiator (n=82, 26.50% of total respondents)

Consumers classified into this segment are an early adopter that is

interested in new content and always wants to be the first to watch a show. They do

not miss the latest episode as they are a real trendsetter among their friends and love

to start conversations about the shows and movies that they have watched. Therefore,

fresh content plays an important role for this segment.

4.2.4 Segmentation demographics’ profile

The target respondents were screened and recruited by the convenience

sampling method. The study limits respondents to ages between 18-34 who are

Netflix, Iflix and Viu users. Therefore, most of the segments have quite similar

demographic characteristics (see Table: 4.8). However, there are key differences

between the three segments as follows:

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1. Streamer fan: The biggest numbers of male and postgraduate education-level

respondents are in this group, at 46.10% and 35.30%, respectively. The group

also ranks the highest in terms of respondents with the above 60,000baht

income level (16.70%); meanwhile, the majority who are office workers

(43.10%) or self-employed respondents (8.80%) are well presented in this

segment. 96.08% of streamer fans are using Netflix and 20.95% are using

Iflix. Moreover, to stream content, they are using unique streaming devices

that contribute to 18.63% of total streaming devices such as Google

Chromecast, Apple TV and PlayStation.

2. Streaming Victim: This group has the highest percentages of government

officers (8.80%) and freelancers (10.40%). 72% have undergraduate

education. 36.30%, the biggest of income groups, earn less than 15,000 baht a

month while 5.6%, the smallest of income groups, earn more than 60,000 baht

a month. All respondents (100%) are using Netflix, followed by Viu (29%)

and Iflix (24%). 84.80% are using their mobile phones as a streaming device,

51.2% of whom are iOS users whereas 40% are Android users.

3. Streaming Initiator: The biggest number of female respondents are in this

group (68.30%) with the majority being single (54.90%). Occupations range

equally from students (43.90%) to office workers (43.90%) with an income

level of 15,001- 30,000 baht, followed by less than 15,000 baht per month

(32.90%). This group has the lowest number of Android users of all groups

(28%).

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Table 4.8: Respondents’ demographic profile (n=309)

To identify the differences between each segment using demographic factors, an

ANOVA Table was created. As a result, streamer fans and streaming initiators are

significantly different from streaming Victim’s in terms of education level (F=7.28, p-

value=0.00). Moreover, streamer fans and streaming Victims are significantly

different in terms of income (F=5.12, p-value=0.01) as well. (see Table: 4.9 and 4.10)

N % N % N %Female 55 53.90 76 60.80 56 68.30Male 47 46.10 49 39.20 26 31.70Single 56 54.90 71 56.80 45 54.90In relationship 37 36.30 39 31.20 31 37.80Married 7 6.90 7 5.60 4 4.90Divorce 2 2.00 7 5.60 2 2.40Widowed 0 0.00 1 0.80 0 0.00Below undergradugate 5 4.90 15 12.00 4 4.90Undergraduate 61 59.80 90 72.00 55 67.10Postgraduate 36 35.30 20 16.00 23 28.00Doctorate 0 0.00 0 0.00 0 0.00Less than 15,000THB 28 27.50 45 36.30 27 32.9015,001THB – 30,000THB 33 32.40 49 39.50 34 41.5030,001THB – 45,000THB 14 13.70 19 15.30 6 7.30 45,001THB – 60,000THB 10 9.80 4 3.20 6 7.30Above 60,0000THB 17 16.70 7 5.60 9 11.00 Student 37 36.30 47 37.60 36 43.90 Office worker 44 43.10 45 36.00 36 43.90Government officer 2 2.00 11 8.80 3 3.70Self-employed 9 8.80 8 6.40 3 3.70Freelancer 8 7.80 13 10.40 2 2.40Homemaker 1 1.00 0 0.00 2 2.40Unemployed 1 1.00 1 0.80 0 0.00Internet TV 40 39.22 51 40.80 36 43.90Mobile 84 82.35 106 84.80 65 79.27 Tablet 53 51.96 38 30.40 26 31.71 Desktop 26 25.49 49 39.20 28 34.15 Laptop 55 53.92 68 54.40 42 51.22Google Chromecast 8 7.84 10 8.00 6 7.32Apple TV 8 7.84 2 1.60 3 3.66PlayStation 3 2.94 5 4.00 2 2.44IOS 59 57.80 64 51.20 48 58.50Android 34 33.30 50 40.00 23 28.00Both 9 8.80 11 8.80 11 13.40Iflix 21 20.59 30 24.00 14 17.07Netflix 98 96.08 125 100.00 70 85.37Viu 18 17.65 37 29.60 24 29.27

OTSS providers

Mobile phone operating system

Streaming devices

1Streamer Fans

(n=102)

2Streaming "Victim"

(n=125)


(n=82)

Gender

Marital Status

Education Level

Income

Occupation

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Table 4.9: The result of One-way ANOVA – Identify different between segments

using demographic factors (n=309)

Table 4.10: The summary of post hoc Tests table – Identify different between

segments using demographic factors (n=309)

Lower Bound

Upper Bound

2 .26392 * .07 .00 .09 .433 .07221 .08 .64 -.12 .261 -.26392 * .07 .00 -.43 -.093 -.19171 * .08 .03 -.37 -.011 -.07221 .08 .64 -.26 .122 .19171 * .08 .03 .01 .372 .53463 * .17 .00 .14 .933 .33931 .19 .16 -.10 .781 -.53463 * .17 .00 -.93 -.143 -.19532 .18 .52 -.62 .231 -.33931 .19 .16 -.78 .102 .19532 .18 .52 -.23 .62

Education Level

1

2

3

Income

1

2

3

Std. Error Sig.95% Confidence

Dependent VariableMean

Difference (I-J)

Sum of Squares df Mean

Square F Sig.

Between Groups 0.25 2 0.12 0.27 0.76Within Groups 138.32 306 0.45Total 138.57 308Between Groups 4.23 2 2.12 7.28 0.00Within Groups 88.98 306 0.29Total 93.21 308Between Groups 16.12 2 8.06 5.12 0.01Within Groups 480.12 305 1.57Total 496.25 307Between Groups 6.82 2 3.41 2.04 0.13Within Groups 511.82 306 1.67Total 518.64 308Between Groups 0.94 2 0.47 1.97 0.14Within Groups 72.89 306 0.24Total 73.83 308Between Groups 0.37 2 0.18 0.30 0.74Within Groups 188.78 306 0.62Total 189.15 308

Mobile phone operating

system

Education Level

Income

Occupation

Gender

Marital Status

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4.2.5 Segmentation behaviors’ profile

According to Table 4.11, the majority of all segments are medium and

heavy users who tend to use OTSS’s more than three times a week, the biggest group

of heavy users being Streaming Initiators (51.20%). The situation that users are most

urged to use OTSS’s is when they are at home, with 100% of both Streamer Fans and

streaming initiators are fall into this behavior, followed by when they are traveling

and while waiting for someone. The study also shows that Streamer Fans and

Streaming Victims are more likely to share their OTSS account with friends (36.27,

53.60%) and family (32.35%, 25.60%), but the majority is paying for their own

account (56.90%, 63.20%). Meanwhile Streaming Initiators have the highest

percentage of not sharing an account (34.15%); however, 58.50% of their accounts

are being paid by someone else – a friend, family member, partner, etc. In terms of

spending, Streaming Victims spend the highest for an OTSS at 101-150 baht per

month on average while 33% of streamer fans and 50% of streaming initiators are not

spending at all.

Table 4.11: Respondents’ behavior profile (n=309)

N % N % N %

Less than one time a week 11 10.80 4 3.20 7 8.50One to two times a week 16 15.70 24 19.20 17 20.70Three to four times a week 25 24.50 37 29.60 16 19.50More than four times a week 50 49.00 60 48.00 42 51.20

Commuting to work 15 14.71 22 17.60 14 17.07Traveling 22 21.57 48 38.40 22 26.83 During the gym 11 10.78 12 9.60 12 14.63Waiting for someone 25 24.51 44 35.20 19 23.17When at home 102 100.00 121 96.80 82 100.00

Not sharing 13 4.21 12 9.60 28 34.15My friends 37 36.27 67 53.60 29 35.37My family 33 32.35 32 25.60 29 35.37My partner 21 20.59 16 12.80 10 12.20Strangers 8 7.84 22 17.60 1 1.22

Paying on my own 58 56.90 79 63.20 34 41.50Someone is paying for me (friend, family, partners etc.) 44 43.10 46 36.80 48 58.50

0 34 33.33 17 13.60 41 50.001-100 6 5.88 17 13.60 6 7.32101-150 12 11.76 27 21.60 10 12.20151-350 15 14.71 26 20.80 13 15.85351-420 22 21.57 23 18.40 4 4.88>420 13 12.75 15 12.00 8 9.76

Account Sharing

Most of the time, who is paying for your account?

Paid Status

How much do you spend on online TV streaming service per month on average?

Spending

How often do you stream movie and TV show online?

Frequency

In which situation that you will likely to use online TV streaming service?

Usage

Who do you share your account with?

1 2 3

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4.2.6 Factors that influence Thai millennials’ purchasing decision of

OTSS’s.

Upon finding the key segments of OTSS users, the researcher included in

the questionnaire the measurement of important attributes that influence their

purchasing decision. The questions can be grouped into tangible and intangible

factors, asking respondents to rank on one-to-five scale (see Appendix F-2: Data

summary of factors that influence purchasing decision of OTSS’s). General findings

are shown in Table 4.12. The top three attributes for all respondents are as follows; Tangible factors: 1) “Original soundtrack” (mean=4.87, SD=0.72), 2)

“Resume function” (mean=4.74, SD=0.53) and 3) “Freshness of content”

(mean=4.64, SD=0.94). “Download for offline viewing” is the factor with the lowest

mean (mean=3.65, SD=1.24).

Intangible factors: 1) “Convenient payment channel” (mean=4.60,

SD=1.02), 2) “User interface” (mean=4.54, SD=0.92) and 3) “Customer service

support” (mean=4.39, SD=0.73). “Selected free content” is the factor with the lowest

mean (mean=3.65, SD=1.24).

Table 4.12: Summary of mean and standard deviation for tangible and intangible

factors that influences each segment (n=309)

Mean SD Mean SD Mean SD Mean SDDownload to watch offline 3.62 1.33 4.08 1.15 3.26 1.23 3.65 1.24 11.48 0.00Be able to stream on multiple 4.50 0.75 4.67 0.76 4.12 0.92 4.43 0.81 11.70 0.00Resume function 4.67 0.63 4.87 0.42 4.68 0.54 4.74 0.53 5.26 0.01Classic/ old contents that are not widely available 4.49 0.62 4.50 0.50 4.05 0.89 4.35 0.67 7.00 0.00

Freshness of the contents 4.66 0.82 4.84 0.89 4.43 1.10 4.64 0.94 9.69 0.00Original series/ exclusive content 3.94 1.15 4.33 0.91 3.65 1.08 3.97 1.05 11.03 0.00Subtitle 4.39 0.95 4.84 0.80 4.61 0.77 4.61 0.84 8.30 0.00Original Soundtrack 4.87 0.83 4.92 0.60 4.72 0.72 4.84 0.72 5.33 0.01Monthly Subscriptionfees 4.26 1.15 4.37 0.46 4.16 0.77 4.26 0.79 1.40 0.25Free trial period 4.02 0.41 4.31 0.33 4.28 0.59 4.20 0.44 2.31 0.10Discount on subscription fees 4.30 0.87 4.36 0.80 4.37 1.02 4.34 0.90 0.12 0.89Selected free contents 3.82 1.29 4.23 0.93 4.04 1.00 4.03 1.07 3.29 0.04Convenient payment channels 4.71 0.97 4.73 1.07 4.37 1.03 4.60 1.02 7.13 0.00Customer service support 4.30 1.25 4.54 1.16 4.32 1.10 4.39 1.17 2.30 0.10Content suggestion/ 4.35 0.59 4.49 0.64 4.07 0.96 4.30 0.73 6.02 0.00User interface 4.58 0.98 4.65 0.79 4.40 0.99 4.54 0.92 3.00 0.05

2Streaming

"Victim" (n=125)


(n=82)

Overall

Tangible Factors

Inangible Factors

Attributes F Sig.

1 Streamer Fans

(n=102)

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According to Table 12, there are four factors that are not as significant (Sig.

>0.05) for the segments when making a purchase decisions. These are all intangible

factors, namely “Monthly subscription fee”, “Free trial period”, “Discount on

subscription fee” and “Customer service support”. The factors that have significant

value (Sig. <0.05) will be taken into the next step of post-hoc test to identify the

difference between the groups.

For the first tangible factor “Original soundtrack” (F=5.33, p-value=0.01), the

means of Streamer Fan (mean=4.87, SD=0.83) and Streaming Victim (mean=4.92,

SD=0.60) are significantly different from that of Streaming Initiator (mean=4.72,

SD=0.72) by 0.15, 0.20 and 0.47, respectively. Next, for “Resume function” (F=5.26,

p-value=0.01), the means of Streamer Fan (mean=4.67, SD=0.63) and Streaming

Initiator (mean=4.68, SD=0.54) are significantly different from Streaming Victim

(mean=4.87, SD=0.42) by 0.20, 0.19 and 0.01. Lastly, for “Freshness of content”

(F=9.69, p-value=0.00), the means of Streamer Fans] (mean=4.66, SD=0.82) and

Streaming Victim (mean=4.84, SD=0.89) are significantly different from Streaming

Initiator (mean=4.43, SD=1.10) by 0.23, 0.41 and 0.18, respectively.

For the intangible factor “Convenient payment channel” (F=7.13, p-

value=0.00), the means of Streamer Fan (mean=4.71, SD=0.97) and Streaming Victim

(mean=4.73, SD=1.07) are significantly different from Streaming Initiator

(mean=4.37, SD=1.03) by 0.34, 0.06 and 0.32, respectively. Meanwhile for “User

interface” (F=3.00, p-value=0.05), the means of Streaming Victim (mean=4.65,

SD=0.79) significantly differs from Streaming Initiator (mean=4.40, SD=0.99) by

0.25. Finally, for “Customer service support” (F=2.29, p-value=0.10), there is no

significant difference between the three segments (see Appendix F-4 and F5: Result

of one-way ANOVA and summary of post-hoc tests – tangible and intangible factors

that influence purchasing behavior of three segments).

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CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Research Summary

5.1.1 OTSS consumer’s profile

The first research objective, “To identify the profile of legal Thai

millennial consumers of OTSS’s” can be attained by clustering the respondents into

different segments: 1) Streamer Fan, 2) Streaming Victim and 3) Streaming Initiator

and find the most suitable target consumers for OTSS providers. In order to fully

understand their characteristics, each segment will be described using demographic,

psychographic and behavior factors.

Firstly, the three segments are sharing a very similar demographic

profile: the majority of the group is single female students or office workers, uses a

mobile phone with the iOS operating system as a streaming device; almost all are

users of multiple OTSS’s, with Netflix as the top choice, followed by Viu and Iflix.

However, in terms of income and education level, the groups differ: Streaming Victim

has the highest number of respondents with below undergraduate and undergraduate

education, and the lowest number of those with postgraduate education. By contrast,

those grouped in Streamer Fan and Streaming Initiator have a higher education level.

Moreover, Streaming Victims has the biggest number of respondents with a monthly

income of less than 15,000 baht, and the smallest number of those earning more than

60,000 baht a month.

Secondly, psychographic factors play an important role in

differentiating the characteristics of each segment. The majority of the OTSS users

are categorized in the Streaming Victim segment (n=125, 40.50%). These people are

enthusiastic, entertainment-oriented trend followers who value variety and are willing

to upgrade their viewing plan. The content that they are likely to consume are usually

considered in fashion or has been watched by their friends. They also do not mind

sharing their account with other people. Moreover, they are looking for a variety of

content and willing to look on multiple platforms, including illegal sources to find

what they want. Meanwhile, Streamer Fan (n=102, 33.00%), the second largest group,

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places less value on variety and freshness of content but are more inclined to stream

classic movies and TV shows. By streaming on an OTSS, they believe that they get to

support their favorite actors via legal sources. More importantly, the group values the

convenience of being able to download content to watch offline. Lastly, Streaming

Initiator (n=82, 26.50%) is the trendsetter of the three. They love to share their

interest about shows and movies that they have watched to their friends. New content

is favored by this segment – they do not want to miss the latest episode of a show for

the fear of missing out. However, when it comes to other sources of entertainment like

music streaming, they are the one with the most negative on this variable compared to

other segments.

Based on the consumption and purchasing behavior of OTSS users,

the researcher found that they share quite similar behavior patterns: users from all

segments are medium to heavy users who stream movies and TV shows online more

than four times a week and they do when they are at home. More than half of the

Streaming Victims are sharing an OTSS account with their friends, followed by their

family, and, compared to the other segments, hold the biggest percentage of people

sharing an account with stranger. Meanwhile, the Streaming Initiator are less likely to

share an account with other people, but they have a similar percentage of people

sharing an account with friends and family to the first group. Despite a high tendency

to share an account with other people, 60% of Streamer Fans and Streaming Victims

are paying for the service while 59% of the Streaming Initiators consume their

entertainment thanks to their friends, family or partner. In terms of spending, the

majority of paid users are in the Streamer Fan and Streaming Victim segments while

half of the Streaming Initiators are non-paid users. In addition, paid users are

spending between 151-350 baht on OTSS subscription on average.

5.1.2 Important factors that influence OTSS user purchasing decision

To conclude on the second objective, “To identify and important

factors that influence Thai millennials’ purchasing decision of OTSS”, the key

findings are summarized using top three tangible and intangible factors as follows.

“Original soundtrack”, “Resume function” and “Freshness of content” are most

important tangible factors for the majority of users when considering an OTSS.

Meanwhile, “Convenient payment channel”, “User interface” and “Customer service

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support” are the most important intangible factors. In addition, most of the intangible

factors that are associated with price and promotion, namely “Monthly subscription

fee”, “Free trial period” and “Discount on subscription fee” are not as important for

all three segments. These attributes also have the lowest means. This can be

concluded that promotions and price are the least important when users are making a

purchase decision.

5.2 Recommendations

The research results indicate that in order for OTSS providers and marketers to

target users successfully, they need to understand the differences between each

segment and key factors that could drive their interest.

First, the majority of OTSS users are Streaming Victims who are highly

influenced by their friends and family to stream content. Therefore, the company could invest in micro-influencer marketing where they can reach and engage the

target audience more effectively. A micro-influencer is someone who has between

2,000 to 100,000 followers on social media (Pros and Cons of Working With Micro-

influencers, 2019). Their supporters may be fewer compared to celebrities but they

tend to be more fervent. In addition, if a company chooses to target this segment, they

have to bear in mind that these people are likely going to share their account with

other people. They also might be the decision maker when subscribing to a service

and have a high tendency to spend more compared to other groups; they are willing to

upgrade the service for better user experience. As original soundtracks, subtitles and

freshness of content are the most important factors that could influence them, the

company can focus on curating a selection of new foreign content to appeal to this

group of audiences.

Second of all, the Streamer Fans are most inclined to use an OTSS because they

want to watch content starring their favorite actors and support them on legal sources.

This group is highly influenced by the celebrities and movies they like regardless of

freshness or trend. Moreover, they agree that the resume function and user interface

are important when making a purchase decision.

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Therefore, the company should focus on improving a user-friendly interface and its

collection of classic content to capture this segment.

Lastly, to target the Streaming Initiators, the smallest of the three groups, the

company has to have fresh and interesting content to excite them with anticipation. It

can make sure that they will help spread the word and influence others to watch the

content that they enjoy. However, it seems that majority of this group is non-paid

users and has someone paying for them, which means they might be the one that

influences paid users to subscribe to an OTSS. In conclusion, if the company can

target this group of users, they can indirectly target other paid users and increase its

new user base.

All in all, in a non-English speaking country like Thailand, users agree that the

original soundtrack and subtitles are the most important when streaming via OTSS’s.

They give better experience than a dubbed version, which means there is little to no

boundary in pushing international content in this market as long as the subtitles

properly convey the original message.

5.3 Limitations of the Study

Despite the careful planning process and implementation, this research faces

several limitations, which contains bias and generalizations, as follows:

• The respondents are mostly multiple OTSS users. Therefore, the sampling plan

had to be adjusted from the proposal in order to reflect real trends of OTSS

users.

• The data collected cannot be applied to the method of principal axis factoring

due to low communality. Therefore, a pattern matrix would have low factor

loading problem. The researcher then chose to run principal components

instead.

• The research does not take into account the different ages of OTSS users but

rather focuses only on Thai millennials aged between 18-34 as one sample

group. This may impact the conclusion of differences between groups.

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REFERENCES

Ariffin, E. (2018, May 3). The state of video streaming in Southeast Asia. Retrieved from The asean post: https://theaseanpost.com/article/state-video-streaming-southeast-asia

Bhojwani, L. (2017, Jul 13). MPA Report: Asia Pacific Online Video Market To Scale To US$45.5 Billion By 2022, With China Contributing More Than 75%. Retrieved from http://www.media-partners-asia.com/news.php?id=499

Boulay, J. (2018). SVOD in Asia Pacific: The Gold Rush. Dataxis. Chucherd, E. (2017, Apr 26). iflix ชูผู้ใช้ในไทยมากกว่า 1 ล้านคน พร้อมรุกสร้างเนื9อหาตัวเอง.

Retrieved from beartai: https://www.beartai.com/news/it-thai-news/163694 Cunningham, S. (2017, Mar 1). Iflix, Hooq, Viu, Netflix, Viki, Catchplay And More:

It's A Crowded Video-On-Demand World. Retrieved from forbes : https://www.forbes.com/sites/susancunningham/2017/03/01/iflix-hooq-viu-netflix-viki-catchplay-and-more-its-a-crowded-video-on-demand-world/#b34b5fc74576

Deloitte. (2018, May 24). Digital media: the subscription prescription. Retrieved from deloitte: https://www2.deloitte.com/content/dam/Deloitte/global/Images/infographics/technologymediatelecommunications/gx-deloitte-tmt-2018-digital-media-report.pdf

Fluent. (2017). Can cable survive the threat of streaming services? 2017 MEDIA CONSUMPTION BEHAVIORS. New York.

Husain, O. (2018, Feb 12). iFlix or Netflix? Which Streaming Provider is Positioned to Win Southeast Asia? Retrieved from https://ecommerceiq.asia/eiq-insider-iflix-netflix-southeast-asia/

Kaveevivitchai, N. (2018, January 29). Full stream ahead. Retrieved from Bangkokpost: https://www.bangkokpost.com/business/telecom/1403830/full-stream-ahead

Meza, E. (2017, Mar 1). Netflix Invests Nearly $2 Billion in European Productions, Promises More. Retrieved from variety: https://variety.com/2017/biz/global/reed-hastings-netflix-berlin-100-million-subscribers-1201999745/

Morris, D. Z. (2018, Apr 29). Viewers Are Ditching Cable For Streaming Faster Than Anyone Expected. Retrieved from fortune: http://fortune.com/2018/04/29/viewers-cable-streaming/

NetflixTH. (2019, Mar 7). Retrieved from facebook.com: https://www.facebook.com/pg/NetflixTH/

Nielsen. (2016, March). The Nielsen Global Video-on-Demand Survey. Retrieved from https://www.nielsen.com/content/dam/nielsenglobal/de/docs/Nielsen%20Global%20Video-on-Demand%20Report%20DIGITAL%20FINAL.pdf.

Nieva, R. (2016, Jan 6). Netflix is cool with you sharing your account. Retrieved from cnet: https://www.cnet.com/news/netflix-is-cool-with-you-sharing-your-account/

(2018). Ofcom’s Media Nations report. London: Ofcom.

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Pros and Cons of Working With Micro-influencers. (2019, Mar 22). Retrieved from influencermarketinghub: https://influencermarketinghub.com/pros-and-cons-of-working-with-micro-influencers/

Rouse, M. (2013, Dec). video streaming service. Retrieved from whatis: https://whatis.techtarget.com/definition/video-streaming-service

Southeast Asia digital, social and mobile 2018. (2018, Apr 18). Retrieved from Asean Up: https://aseanup.com/southeast-asia-digital-social-mobile/

statista. (2017). Estimated number of active streaming subscribers to Netflix in Thailand from 2017 to 2020 (in 1,000s). Humburg, Germany.

Suvichai. (2018, Aug 8). เปิดกลยทุธ์ใหม่ IFLIX 3.0 ให้บริการทั9งแบบ FREE และ VIP ไม่ต้องเสียเงินกด็เูนื9อหา (ส่วนหนึHง) ได้! Retrieved from beartai: https://www.beartai.com/news/it-thai-news/272582

Tan, M. (2018, Nov 20). Internet economy in South-east Asia to top US$240b by 2025: study. Retrieved from business times: https://www.businesstimes.com.sg/government-economy/internet-economy-in-south-east-asia-to-top-us240b-by-2025-study

Video Streaming (SVoD). (2018). Retrieved from statista: https://www.statista.com/outlook/206/126/video-streaming--svod-/thailand

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APPENDICES

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APPENDIX A

TARGET RESPONDENT SELECTION CRITERIA

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APPENDIX B

QUESTIONS FOR AN IN-DEPTH INTERVIEW

Questions for OTSS paid user, and non-paid user are as follows: 1. What are the important factors that influence you to use online TV streaming

services?

2. How many streaming services are you using right now? Please give a reason why

are you using them?

3. How much are you paying right now for the service? Do you think it’s worth the

money?

4. What are the barriers that block you from upgrading to a higher service level?

5. How often do you use the service and what kind of contents do you interest the

most?

6. How long have you been paying/using for an online streaming service?

7. Any suggestion to improve better service?

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APPENDIX C

RESULT OF IN-DEPTH INTERVIEWS

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# Interview date 5th December 2018 5th December 20181 Name Jinjutha Meechai2 Age 27 343 Gender Female Male4 Occupation Private company officer Tutor5 Education level Bachelor degree Bachelor degree

6 Streaming service Iflix Iflix

7 Type of repondenrt Paid user Non-paid user

1What are the important factors that influence you to use online TV streaming services?

The number of movies and series available on the platform is the first thing I will look, followed by a variety of contents, price, and sharability.

I concern about contents, price and the user interface

2How many streaming services are you using right now? Please give a reason why are you using them?

I am currently using Iflix and Netflix because of its contents and especially their original series. I often search for series on these two platforms first and if there is something that is not available I will stream from illegal websites but usually for series they are cover almost all I want. However, for movies, I still have to visit illegal streaming website since it is more up to date.

I use three services; Netflix, HBO go (Ais Play) and iflix. For Netflix and HBO go, I subscribed because of its original series and movies. However, for Iflix I watch whatever that are not on the other two services.

3How much are you paying right now for the service? Do you think it’s worth the money?

I do a yearly subscription for Iflix since it is cheaper around 1,000THB a year which is less than 100THB a month. I also share my account with my boyfriend and my dad and with this price for legal movies, I think it is cheap and worth the money.

I do not remember how much I pay for HBO go and Netflix but together it is around 1,000THB. I split the subscription fees with my sister on the ultra HD package for Netflix, but for HBO go I pay for myself. Iflix on the other hands, use only to stream their free contents as a supplement to the other two services.

4What are the barriers that block you from upgrading to a higher service level?

It is unnecessary for me. For example, the most expensive package for Netflix will be able to stream in 4k, but my TV does not support the function anyway, and for Iflix, I think there is only one package available, upgrade from free user to paid user.

I am happy with the current service and if there is not significant change I do not think it is necessary to upgrade.

5How often do you use the service and what kind of contents do you interest the most?

On average I stream via Iflix around three to four times a month. It depends on how exciting of the current content I am watching, If I find it interesting I will keep watching and will watch more often. Most of the time I choose to watch popular series that I have read their review before since I do not want to waste my time watching something I do not like, so reviews help me to decide which content to stream.

I use Iflix three to four times a week, watching most on series and documentary. However, I tend to watch the other two services that I paid more often.

6How long have you been paying / using for an online streaming service?

I subscribed on Iflix since it first launched in Thailand, around two years ago.

I have been using many services and start paying for online streaming service from three to four years ago, but for Iflix I began two years ago, since 2016 when it first launched in Thailand. Many service providers lack behind in term of contents, so I unsubscribed them and only have these three right now.

7 Any suggestion to improve better service?

The subtitle needs to improve, and They should bring in the latest season of some popular series or most recent episodes week by week. Otherwise, I will have to stream from an illegal website before it is available on the platform and it is not convenient.

It would be great if there are more up to date contents and more variety to choose, I might consider paying for Iflix.

Demographic

Questions

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# Interview date 5th December 2018 5th December 20181 Name Jinjutha Meechai2 Age 27 343 Gender Female Male4 Occupation Private company officer Tutor5 Education level Bachelor degree Bachelor degree

6 Streaming service Iflix Iflix



The number of movies and series available on the platform is the first thing I will look, followed by a variety of contents, price, and sharability.

I concern about contents, price and the user interface


I am currently using Iflix and Netflix because of its contents and especially their original series. I often search for series on these two platforms first and if there is something that is not available I will stream from illegal websites but usually for series they are cover almost all I want. However, for movies, I still have to visit illegal streaming website since it is more up to date.

I use three services; Netflix, HBO go (Ais Play) and iflix. For Netflix and HBO go, I subscribed because of its original series and movies. However, for Iflix I watch whatever that are not on the other two services.


I do a yearly subscription for Iflix since it is cheaper around 1,000THB a year which is less than 100THB a month. I also share my account with my boyfriend and my dad and with this price for legal movies, I think it is cheap and worth the money.

I do not remember how much I pay for HBO go and Netflix but together it is around 1,000THB. I split the subscription fees with my sister on the ultra HD package for Netflix, but for HBO go I pay for myself. Iflix on the other hands, use only to stream their free contents as a supplement to the other two services.


It is unnecessary for me. For example, the most expensive package for Netflix will be able to stream in 4k, but my TV does not support the function anyway, and for Iflix, I think there is only one package available, upgrade from free user to paid user.

I am happy with the current service and if there is not significant change I do not think it is necessary to upgrade.


On average I stream via Iflix around three to four times a month. It depends on how exciting of the current content I am watching, If I find it interesting I will keep watching and will watch more often. Most of the time I choose to watch popular series that I have read their review before since I do not want to waste my time watching something I do not like, so reviews help me to decide which content to stream.

I use Iflix three to four times a week, watching most on series and documentary. However, I tend to watch the other two services that I paid more often.


I subscribed on Iflix since it first launched in Thailand, around two years ago.

I have been using many services and start paying for online streaming service from three to four years ago, but for Iflix I began two years ago, since 2016 when it first launched in Thailand. Many service providers lack behind in term of contents, so I unsubscribed them and only have these three right now.

7 Any suggestion to improve better service?

The subtitle needs to improve, and They should bring in the latest season of some popular series or most recent episodes week by week. Otherwise, I will have to stream from an illegal website before it is available on the platform and it is not convenient.

It would be great if there are more up to date contents and more variety to choose, I might consider paying for Iflix.

Demographic

Questions

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# Interview date 6th December 2018 5th December 20181 Name Yanisa Chalita2 Age 29 283 Gender Female Female4 Occupation Private company officer Medical sales representative5 Education level Bachelor degree Bachelor degree

6 Streaming service Viu Viu



Convenient and can be stream anywhere anytime, most importantly I can pause and resume to continue on any device.

I prefer to use the streaming service because I love watching Korean drama and it is very convenient, I do not have to download it on an illegal website. I will choose to stream on the particular service if there are movies or TV show that I like and If it had a free trial, I would not hesitate to try at all.


I am currently subscribed to Netflix and Viu. Netflix for international contents and Viu for Korean contents. I used to subscribed on Iflix as well but stopped when I join Netflix.

Viu and Netflix. I am streaming from Viu for Korean drama and Netflix for movies.


I pay 350THB basic package for Netflix and 119THB premium package for Viu. The reason why I choose to subscribe to both services is that I use them as my primary source of entertainment, completely replacing the cable TV. For Viu it has the latest series with Thai subtitle which updated almost right after the show is ended in Korea. I think it worth my money because there is a variety of up to date contents and I can watch it endlessly.

I pay for Netflix package around 350THB a month but for Viu I just use their freemium account with no charge.


I know that Netflix offers a more expensive package for ultra HD and be able to share up to four screens at a time but I do not think I need it, and for Viu I think they only have one package.

I am happy with Viu freemium account since there is not much benefit I can get from switching to the premium package. For example, people who are paying will only get to watch the latest contents three days ahead of other people, and after that, those contents will be available for everyone anyway.


I am addicted to Korean drama so I stream on Viu almost every day, and for Netflix, I often use it during the weekend.

I stream two to three times every other day, each time I spend around two hours and if I am addicted to the show, I can watch all night. Most of the contents I stream are comedy series and TV shows.


I have been paying for both platforms for more than six months now. First, I signed up for a free trial, and after certain period my account is automatically charged. So, I just kept the subscription going.

I have been streaming Korean drama from the past 3-4 years on illegal websites but only been using streaming service just last month.

7 Any suggestion to improve better service?Viu should have the resume function like Netflix so I can watch across all my devices.

I would love to see more of the classic series that I used to watch when I was a teen.

Demographic

Questions

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APPENDIX D

QUESTIONNAIRE

Screening Questions SQ1: Were you born between 1985 – 2001?

� Yes (Please proceed to SQ 2.)�

� No (End of screening questions.)�

SQ2: Do you live in Bangkok or metropolitan area?



SQ3: Did you watch movies or TV shows online at least once in the past 3 months?



SQ4: Do you know at least one of these online TV streaming services:

Iflix, Netflix and Viu?



SQ5: Have you use at least one of these online TV streaming services:



� No (End of screening questions.)��

SQ6: Have you PAID to at least one of these online TV streaming services:


� Yes (PAID user, proceed to Survey Questionnaire.)�

� No (NON-PAID user, proceed to Survey Questionnaire.)��

�

�

�

�

�

�

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Part 1: Online TV streaming service consumption (Behavior)

1. How often do you stream movie and TV show online?

a) Less than one time a week

b) One to two times a week

c) Three to four times a week

d) More than four times a week

2. Please select the online TV streaming service that you use? (Can choose more than

one)

a) Iflix

b) Netflix

c) Viu

d) Other______ (please specify)

3. How much do you spend on online TV streaming service per month on average?

_________________THB

4. Who do you share your account with? (Can choose more than one)

a) No one

b) My friends

c) My family

d) My partner

e) Strangers

f) Other________ (please specify)

5. Most of the time, who is paying for your account?

a) Pay by myself

b) My friends/family are paying for me

c) Other________ (please specify)

6. In which situation that you will likely to use online TV streaming service?

(Can choose more than one)

a) Commuting to work

b) Traveling

c) During the gym

d) Waiting for someone

e) When at home

f) Other_______(please.specify)

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Part 2: Online TV streaming service consumer psychographic

How much do you agree or disagree with the following statement regarding attitudes towards intension to use an online TV streaming services?

Statements

Stro

ngly

D

isagr

ee(1

)

Disa

gree

(2)

Som

ewha

t D

isagr

ee(3

)

Neu

tral

(4)

Som

ewha

t A

gree

(5)

Agr

ee(6

)

Stro

ngly

A

gree

(7)

I do not mind sharing my streaming account withother people.

I read reviews every time I am about to startwatching something new.

I love to support my favorite actors/actresses bywatching their show from the legal sources.

I use online TV streaming service because of myfriends.

I watch the show that my friends are watching to beon trend.

I like to start a conversation about the show andmovies when I am among my friends.

I do not like to miss the latest episode of my favoriteseries.

I do not mind watching old movies and classic showson the streaming service

I prefer to watch new movies and series on my TV streaming service

I use multiple online TV streaming services to find what I want to watch

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Statements

Stro

ngly

D

isagr

ee(1

)

Disa

gree

(2)

Som

ewha

t D

isagr

ee(3

)

Neu

tral

(4)

Som

ewha

t A

gree

(5)

Agr

ee(6

)

Stro

ngly

A

gree

(7)

I will look for the TV shows and movies on illegal websites, if I cannot find it on my streaming service


I am willing to spend more money to avoid having an ad.

I use stream service because I can watch at a time that is convenient for me.

I like to download the show offline to watch when I do not have good internet connection

I completely watch TV shows/movie online instead of cable TV channel and cable satellite.

I use TV streaming service to practice my second languages.

Beside online TV streaming service I also use music streaming application too

I went to the cinema less often after I use online TV streaming service

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Part 3: Product attributes (Tangible/Intangible)

How important are the following attribute when you choose to use an online TV streaming service?

Attributes

Extr

emel

yIm

port

ant

(1)

Ver

y U

nim

port

ant

(2)

Som

ewha

t U

nim

port

ant

(3)

So

-So

(4)

Som

ewha

t Im

port

ant

(5)

Ver

yIm

port

ant

(6)

Extr

emel

yIm

port

ant

(7)

Download to watch offline

Be able to stream on multiple devices

Resume function

Freshness of the contents

Classic/ old contents that are not widely available

Original series/ exclusive content

Content suggestion/ personalization

User interface

Subtitle

Original soundtrack

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Attributes

Extr

emel

yIm

port

ant

(1)

Ver

y U

nim

port

ant

(2)

Som

ewha

t U

nim

port

ant

(3)

So

-So

(4)

Som

ewha

t Im

port

ant

(5)

Ver

yIm

port

ant

(6)

Extr

emel

yIm

port

ant

(7)

Monthly Subscription fees

Free trial period

Discount on subscription fees

Selected free contents

Convenient payment channels

Customer service support

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Part 4: Personal information (Demographic)

7. What is your gender?

a) Female

b) Male

8. What is your status?

a) Single

b) In relationship

c) Married

d) Divorce

e) Widowed

9. What device do you use to stream movie and TV show online?

(Can choose more than one)

a) Internet TV

b) Mobile

c) Tablet

d) Desktop

e) Laptop f) Google Chromecast

g) Apple TV

h) Other______ (please specify)

10. What is your highest education level?

a) High school

b) College

c) Undergraduate

d) Postgraduate

e) Doctorate

f) Other______ (please specify)

11. What is your income per month?

a) <15,000THB

b) 15,001THB – 30,000THB

c) 30,001THB – 45,000THB

d) 45,001THB – 60,000THB

e) Above 60,0000THB

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12. What is your occupation?

a) Student

b) Office worker

c) Government officer

d) Self-employed

e) Freelancer

f) Homemaker

g) Other______ (please specify)

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APPENDIX E

RESPONDENTS’ DEMOGRAPHIC PROFILE

N %Female 187 60.50Male 122 39.50Single 172 55.70In relationship 107 34.60Married 18 5.80Divorce 11 3.60Widowed 1 0.30Below undergradugate 24 7.80Undergraduate 206 66.70Postgraduate 79 25.60Doctorate 0 0.00Less than 15,000THB 100 32.5015,001THB – 30,000THB 116 37.7030,001THB – 45,000THB 39 12.70 45,001THB – 60,000THB 20 6.50Above 60,0000THB 33 10.70 Student 120 38.80 Office worker 125 40.50Government officer 16 5.20Self-employed 20 6.50Freelancer 23 7.40Homemaker 3 1.00Unemployed 2 0.60Iflix 65 21.04Netflix 293 94.82Viu 79 25.57

Education Level

Income

Occupation

OTSS providers

Respondnts' demographic profile

Gender

Marital Status

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Appendix E-1: Data summary of respondent’s demographic profile

Lower Bound Upper Bound1 102 1.51 0.66 0.06 1.38 1.64 1 32 125 1.58 0.65 0.06 1.46 1.69 1 33 82 1.55 0.72 0.08 1.39 1.71 1 3

Total 309 1.55 0.67 0.04 1.47 1.62 1 31 102 2.30 0.56 0.06 2.19 2.41 1 32 125 2.04 0.53 0.05 1.95 2.13 1 33 82 2.23 0.53 0.06 2.12 2.35 1 3

Total 309 2.18 0.55 0.03 2.12 2.24 1 31 102 2.56 1.42 0.14 2.28 2.84 1 52 124 2.02 1.08 0.10 1.83 2.22 1 53 82 2.22 1.29 0.14 1.94 2.50 1 5

Total 308 2.25 1.27 0.07 2.11 2.40 1 51 102 2.16 1.36 0.13 1.89 2.42 1 72 125 2.19 1.35 0.12 1.95 2.43 1 73 82 1.84 1.11 0.12 1.60 2.08 1 6

Total 309 2.09 1.30 0.07 1.94 2.23 1 71 102 1.46 0.50 0.05 1.36 1.56 1 22 125 1.39 0.49 0.04 1.31 1.48 1 23 82 1.32 0.47 0.05 1.21 1.42 1 2

Total 309 1.39 0.49 0.03 1.34 1.45 1 21 102 1.56 0.71 0.07 1.42 1.70 1 42 125 1.62 0.89 0.08 1.47 1.78 1 53 82 1.55 0.71 0.08 1.39 1.70 1 4

Total 309 1.58 0.78 0.04 1.49 1.67 1 5

Income

Occupation

Gender

Marital Status

Minimum Maximum

Mobile phone operating

system

Education Level

95% Confidence Interval for MeanN Mean Std. Deviation

Std. Error

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APPENDIX F

DATA SUMMARY Appendix F-1: Data summary of attitudes towards intention to use

Frequency PercentValid

PercentCumulative

Percent(1)Strongly Disagree

25 8.10 8.10 8.10

(2) 27 8.70 8.70 16.80(3) 63 20.40 20.40 37.20(4) 71 23.00 23.00 60.20(5)Strongly Agree

123 39.80 39.80 100.00

Total 309 100.00 100.00


PercentCumulative


29 9.40 9.40 9.40

(2) 53 17.20 17.20 26.50(3) 79 25.60 25.60 52.10(4) 71 23.00 23.00 75.10(5)Strongly Agree

77 24.90 24.90 100.00

Total 309 100.00 100.00


PercentCumulative


3 1.00 1.00 1.00

(2) 13 4.20 4.20 5.20(3) 69 22.30 22.30 27.50(4) 69 22.30 22.30 49.80(5)Strongly Agree

155 50.20 50.20 100.00

Total 309 100.00 100.00


PercentCumulative


136 44.00 44.00 44.00

(2) 75 24.30 24.30 68.30(3) 45 14.60 14.60 82.80(4) 33 10.70 10.70 93.50(5)Strongly Agree

20 6.50 6.50 100.00

Total 309 100.00 100.00


PercentCumulative


63 20.40 20.40 20.40

(2) 67 21.70 21.70 42.10(3) 90 29.10 29.10 71.20(4) 55 17.80 17.80 89.00(5)Strongly Agree

34 11.00 11.00 100.00

Total 309 100.00 100.00


PercentCumulative


32 10.40 10.40 10.40

(2) 48 15.50 15.50 25.90(3) 91 29.40 29.40 55.30(4) 81 26.20 26.20 81.60(5)Strongly Agree

57 18.40 18.40 100.00

Total 309 100.00 100.00

I do not mind sharing my streaming

account with other people.

I read reviews every time I am

about to start watching

something new.

I love to support my

favorite actors/actresses

by watching their show from

the legal sources.

I use online TV streaming

service because of my

friends.

I watch the show that my

friends are watching to be

on trend.

I like to start a conversation

about the show and movies when I am among my

friends.

Valid

Valid

Valid

Valid

Valid

Valid


PercentCumulative


21 6.80 6.80 6.80

(2) 27 8.70 8.70 15.50(3) 51 16.50 16.50 32.00(4) 63 20.40 20.40 52.40(5)Strongly Agree

147 47.60 47.60 100.00

Total 309 100.00 100.00


PercentCumulative


15 4.90 4.90 4.90

(2) 33 10.70 10.70 15.50(3) 61 19.70 19.70 35.30(4) 78 25.20 25.20 60.50(5)Strongly Agree

122 39.50 39.50 100.00

Total 309 100.00 100.00


PercentCumulative


3 1.0 1.0 1.0

(2) 10 3.2 3.2 4.2(3) 42 13.6 13.6 17.8(4) 95 30.7 30.7 48.5(5)Strongly Agree

159 51.5 51.5 100.0

Total 309 100.0 100.0


PercentCumulative


62 20.10 20.10 20.10

(2) 63 20.40 20.40 40.50(3) 62 20.10 20.10 60.50(4) 49 15.90 15.90 76.40(5)Strongly Agree

73 23.60 23.60 100.00

Total 309 100.00 100.00


PercentCumulative


61 19.70 19.70 19.70

(2) 26 8.40 8.40 28.20(3) 50 16.20 16.20 44.30(4) 88 28.50 28.50 72.80(5)Strongly Agree

84 27.20 27.20 100.00

Total 309 100.00 100.00


PercentCumulative


35 11.30 11.30 11.30

(2) 64 20.70 20.70 32.00(3) 98 31.70 31.70 63.80(4) 78 25.20 25.20 89.00(5)Strongly Agree

34 11.00 11.00 100.00

Total 309 100.00 100.00

I do not like to miss the latest episode of my favorite series.

I do not mind watching old movies and

classic shows on the

streaming service

I prefer to watch new movies and series when

using my streaming

service

I use multiple online TV streaming

services to find what I want to

watch

I will look for the TV shows

and movies on illegal websites, if I cannot find it

on my streaming

service

The contents available on the

service that I use are enough

for me

Valid

Valid

ช

Valid

Valid

Valid

Valid

Ref. code: 25616002040407UOH

50


PercentCumulative


73 23.60 23.60 23.60

(2) 41 13.30 13.30 36.90(3) 71 23.00 23.00 59.90(4) 61 19.70 19.70 79.60(5)Strongly Agree

63 20.40 20.40 100.00

Total 309 100.00 100.00


PercentCumulative


2 .60 .60 .60

(2) 2 .60 .60 1.30(3) 26 8.40 8.40 9.70(4) 49 15.90 15.90 25.60(5)Strongly Agree

230 74.40 74.40 100.00

Total 309 100.00 100.00


PercentCumulative


59 19.10 19.10 19.10

(2) 46 14.90 14.90 34.00(3) 65 21.00 21.00 55.00(4) 52 16.80 16.80 71.80(5)Strongly Agree

87 28.20 28.20 100.00

Total 309 100.00 100.00


PercentCumulative


36 11.70 11.70 11.70

(2) 50 16.20 16.20 27.80(3) 67 21.70 21.70 49.50(4) 59 19.10 19.10 68.60(5)Strongly Agree

97 31.40 31.40 100.00

Total 309 100.00 100.00


PercentCumulative


30 9.70 9.70 9.70

(2) 31 10.00 10.00 19.70(3) 69 22.30 22.30 42.10(4) 72 23.30 23.30 65.40(5)Strongly Agree

107 34.60 34.60 100.00

Total 309 100.00 100.00


PercentCumulative


75 24.30 24.30 24.30

(2) 34 11.00 11.00 35.30(3) 40 12.90 12.90 48.20(4) 37 12.00 12.00 60.20(5)Strongly Agree

123 39.80 39.80 100.00

Total 309 100.00 100.00


PercentCumulative


72 23.30 23.30 23.30

(2) 44 14.20 14.20 37.50(3) 73 23.60 23.60 61.20(4) 53 17.20 17.20 78.30(5)Strongly Agree

67 21.70 21.70 100.00

Total 309 100.00 100.00

I went to the cinema less

often after I use online TV streaming

service

I am willing to spend more

money to avoid having an ad.

I use stream service

because I can watch at a time

that is convenient for

me.

I like to download the

show offline to watch when I do not have

good internet connection

I completely watch TV

shows/movie online instead

of cable TV channel and

cable satellite.

I use TV streaming service to

practice my second

languages.

Beside online TV streaming service I also

use music streaming

application too

Valid

Valid

Valid

Valid

Valid

Valid

Valid

Ref. code: 25616002040407UOH

51

Appendix F-2: Data summary of factors that influence purchasing decision of OTSS’s

Frequency Percent Valid Percent Cumulative Percent

(1)Strongly 23 7.4 7.4 7.4

(2) 32 10.4 10.4 17.8(3) 74 23.9 23.9 41.7(4) 63 20.4 20.4 62.1(5)Strongly Agree 117 37.9 37.9 100.0

Total 309 100.0 100.0


(1)Strongly 6 1.94 1.94 1.94

(3) 32 10.36 10.36 12.30(4) 76 24.60 24.60 36.89(5)Strongly Agree 195 63.11 63.11 100.00

Total 309 100.00 100.00


(1)Strongly 1 .32 .32 .32

(2) 1 .32 .32 .65(3) 7 2.27 2.27 2.92(4) 55 17.80 17.86 20.78(5)Strongly Agree 244 78.96 79.22 100.00

Total 308 99.68 100.00Missing System 1 .32

309 100.00


(1)Strongly 3 .97 .97 .97

(2) 1 .32 .32 1.29(3) 16 5.18 5.18 6.47(4) 55 17.80 17.80 24.27(5)Strongly Agree 234 75.73 75.73 100.00

Total 309 100.00 100.00

Frequency Percent Valid PercentCumulative

Percent(1)Strongly 7 2.27 2.27 2.27

(2) 7 2.27 2.27 4.55(3) 38 12.30 12.34 16.88(4) 67 21.68 21.75 38.64(5)Strongly Agree 189 61.17 61.36 100.00

Total 308 99.68 100.00Missing System 1 0.32

309 100.00


(1)Strongly 12 3.88 3.88 3.88

(2) 12 3.88 3.88 7.77(3) 67 21.68 21.68 29.45(4) 85 27.51 27.51 56.96(5)Strongly Agree 133 43.04 43.04 100.00

Total 309 100.00 100.00

Resume function

Classic/ old contents that are not widely

available





Valid

Valid

Valid

Total

Valid

Total

มคีอนเทนทใ์หม่ๆ อพัเดทตลอดเวลา

Valid

Valid


(1)Strongly 12 3.88 3.88 3.88

(2) 12 3.88 3.88 7.77(3) 67 21.68 21.68 29.45(4) 85 27.51 27.51 56.96(5)Strongly Agree 133 43.04 43.04 100.00

Total 309 100.00 100.00


(1)Strongly 4 1.29 1.29 1.29

(2) 6 1.94 1.94 3.24(3) 37 11.97 11.97 15.21(4) 98 31.72 31.72 46.93(5)Strongly Agree 164 53.07 53.07 100.00

Total 309 100.00 100.00


(1)Strongly 3 .97 .97 .97

(3) 23 7.44 7.44 8.41(4) 78 25.24 25.24 33.66(5)Strongly Agree 205 66.34 66.34 100.00

Total 309 100.00 100.00


(1)Strongly 8 2.59 2.59 2.59

(2) 3 0.97 0.97 3.56(3) 17 5.50 5.50 9.06(4) 39 12.62 12.62 21.68(5)Strongly Agree 242 78.32 78.32 100.00

Total 309 100.00 100.00


(3) 11 3.56 3.56 3.56(4) 24 7.77 7.77 11.33(5)สําคญัอยา่งยิ,ง 274 88.67 88.67 100.00

Total 309 100.00 100.00


(1)Strongly 3 0.97 0.97 0.97

(2) 7 2.27 2.27 3.24(3) 51 16.50 16.50 19.74(4) 88 28.48 28.48 48.22(5)Strongly Agree 160 51.78 51.78 100.00

Total 309 100.00 100.00


(1)Strongly 9 2.91 2.92 2.92

(2) 14 4.53 4.55 7.47(3) 58 18.77 18.83 26.30(4) 50 16.18 16.23 42.53(5)Strongly Agree 177 57.28 57.47 100.00

Total 308 99.68 100.00Missing System 1 0.32

309 100.00

Free trial period


User interface

Subtitle

Original soundtrack



Valid

Total

Valid

Valid

Valid

Valid

Valid

Valid

Ref. code: 25616002040407UOH

52


Percent(1)Strongly

10 3.2 3.2 3.2

(2) 8 2.59 2.60 5.84(3) 43 13.92 13.96 19.81(4) 52 16.83 16.88 36.69(5)Strongly Agree

195 63.11 63.31 100.00


309 100.00


Percent(1)Strongly

17 5.50 5.54 5.54

(2) 14 4.53 4.56 10.10(3) 65 21.04 21.17 31.27(4) 54 17.48 17.59 48.86(5)Strongly Agree

157 50.81 51.14 100.00


309 100.00


Percent(2) 7 2.27 2.27 2.27(3) 27 8.74 8.74 11.00(4) 41 13.27 13.27 24.27(5)Strongly Agree

234 75.73 75.73 100.00

Total 309 100.00 100.00


Percent(1)Strongly

1 .32 .32 .32

(2) 16 5.18 5.18 5.50(3) 38 12.30 12.30 17.80(4) 57 18.45 18.45 36.25(5)Strongly Agree

197 63.75 63.75 100.00

Total 309 100.00 100.00





Valid

Valid

Total

Valid

Total

Valid

Ref. code: 25616002040407UOH

53

Appendix F-3: Data summary of tangible and intangible factors that

influence each different segment

Lower Bound

Upper Bound

1 102 3.62 1.33 0.13 3.36 3.88 1.00 5.002 125 4.08 1.15 0.10 3.88 4.28 1.00 5.003 82 3.26 1.23 0.14 2.99 3.53 1.00 5.00

Total 309 3.71 1.27 0.07 3.57 3.85 1.00 5.001 102 4.50 0.75 0.07 4.35 4.65 1.00 5.002 125 4.67 0.76 0.07 4.54 4.81 1.00 5.003 82 4.12 0.92 0.10 3.92 4.32 1.00 5.00

Total 309 4.47 0.83 0.05 4.38 4.56 1.00 5.001 102 4.67 0.63 0.06 4.54 4.79 1.00 5.002 125 4.87 0.42 0.04 4.80 4.95 2.00 5.003 81 4.68 0.54 0.06 4.56 4.80 3.00 5.00

Total 308 4.75 0.54 0.03 4.69 4.81 1.00 5.001 101 4.49 0.82 0.08 4.32 4.65 2.00 5.002 125 4.50 0.89 0.08 4.35 4.66 1.00 5.003 82 4.05 1.10 0.12 3.81 4.29 1.00 5.00

Total 308 4.38 0.95 0.05 4.27 4.48 1.00 5.001 102 4.66 0.62 0.06 4.53 4.78 1.00 5.002 125 4.84 0.50 0.04 4.75 4.93 1.00 5.003 82 4.43 0.89 0.10 4.23 4.62 1.00 5.00

Total 309 4.67 0.68 0.04 4.59 4.75 1.00 5.001 102 3.94 1.15 0.11 3.72 4.17 1.00 5.002 125 4.33 0.91 0.08 4.17 4.49 1.00 5.003 82 3.65 1.08 0.12 3.41 3.88 1.00 5.00

Total 309 4.02 1.07 0.06 3.90 4.14 1.00 5.001 102 4.39 1.15 0.11 4.17 4.62 1.00 5.002 125 4.84 0.46 0.04 4.76 4.92 3.00 5.003 82 4.61 0.77 0.08 4.44 4.78 1.00 5.00

Total 309 4.63 0.85 0.05 4.54 4.73 1.00 5.001 102 4.87 0.41 0.04 4.79 4.95 3.00 5.002 125 4.92 0.33 0.03 4.86 4.98 3.00 5.003 82 4.72 0.59 0.07 4.59 4.85 3.00 5.00

Total 309 4.85 0.45 0.03 4.80 4.90 3.00 5.001 102 4.26 0.87 0.09 4.09 4.43 1.00 5.002 125 4.37 0.80 0.07 4.23 4.51 2.00 5.003 82 4.16 1.02 0.11 3.93 4.38 1.00 5.00

Total 309 4.28 0.89 0.05 4.18 4.38 1.00 5.001 101 4.02 1.29 0.13 3.77 4.27 1.00 5.002 125 4.31 0.93 0.08 4.15 4.48 1.00 5.003 82 4.28 1.00 0.11 4.06 4.50 1.00 5.00

Total 308 4.21 1.08 0.06 4.09 4.33 1.00 5.001 102 4.30 0.97 0.10 4.11 4.49 1.00 5.002 125 4.36 1.07 0.10 4.17 4.55 1.00 5.003 81 4.37 1.03 0.11 4.14 4.60 1.00 5.00

Total 308 4.34 1.03 0.06 4.23 4.46 1.00 5.001 102 3.82 1.25 0.12 3.58 4.07 1.00 5.002 123 4.23 1.16 0.10 4.02 4.43 1.00 5.003 82 4.04 1.10 0.12 3.79 4.28 1.00 5.00

Total 307 4.04 1.19 0.07 3.91 4.18 1.00 5.001 102 4.71 0.59 0.06 4.59 4.82 3.00 5.002 125 4.73 0.64 0.06 4.61 4.84 2.00 5.003 82 4.37 0.96 0.11 4.15 4.58 2.00 5.00

Total 309 4.62 0.74 0.04 4.54 4.71 2.00 5.001 102 4.30 0.98 0.10 4.11 4.50 1.00 5.002 125 4.54 0.79 0.07 4.40 4.68 2.00 5.003 82 4.32 0.99 0.11 4.10 4.54 2.00 5.00

Total 309 4.40 0.92 0.05 4.30 4.50 1.00 5.001 102 4.35 0.95 0.09 4.17 4.54 1.00 5.002 125 4.49 0.80 0.07 4.35 4.63 2.00 5.003 82 4.07 0.77 0.08 3.90 4.24 2.00 5.00

Total 309 4.33 0.86 0.05 4.24 4.43 1.00 5.001 102 4.58 0.83 0.08 4.42 4.74 1.00 5.002 125 4.65 0.60 0.05 4.54 4.75 3.00 5.003 82 4.40 0.72 0.08 4.24 4.56 3.00 5.00

Total 309 4.56 0.72 0.04 4.48 4.64 1.00 5.00

Inngible Factors


Free trial period






User interface

Resume function

Classic/ old contents that are not widely available



Subtitle

Original Soundtrack

Std. Error95% Confidence

Minimum Maximum



Tangible Factors

N Mean Std. Deviation

Ref. code: 25616002040407UOH

54

Appendix F-4: The result of One-way ANOVA - Tangible and intangible factors that

influence each different segment (n=309)

Atributtes Sum of Squares df Mean

Square F Sig.

Between Groups 2.06 2.00 1.03 5.33 0.01

Within Groups 59.09 306.00 0.19

Total 61.15 308.00Between Groups 2.97 2.00 1.49 5.26 0.01

Within Groups 86.27 305.00 0.28


Within Groups 133.85 306.00 0.44


Within Groups 464.91 306.00 1.52


Within Groups 160.95 306.00 0.53


Within Groups 155.10 306.00 0.51


Within Groups 254.42 306.00 0.83


Within Groups 421.34 304.00 1.39

Total 430.45 306.00

Tangible Factors

Inngible Factors

Original Soundtrack

Resume function




User interface



Ref. code: 25616002040407UOH

55

Appendix F-5: The summary of post hoc tests table - tangible and intangible factors that

influence purchasing behavior between three segments.

Lower Bound

Upper Bound

2 victim -.04745 .06 .70 -.19 .093 innitiator .15304 .07 .05 .00 .311 .04745 .06 .70 -.09 .193 .20049* .06 .00 .05 .351 -.15304 .07 .05 -.31 .002 -.20049* .06 .00 -.35 -.052 -.20533* .07 .01 -.37 -.043 -.01235 .08 .99 -.20 .171 .20533* .07 .01 .04 .373 .19299* .08 .03 .01 .371 .01235 .08 .99 -.17 .202 -.19299* .08 .03 -.37 -.012 -.18314 .09 .10 -.39 .02

3 .23003 .10 .05 .00 .461 .18314 .09 .10 -.02 .393 .41317* .09 .00 .19 .631 -.23003 .10 .05 -.46 .002 -.41317* .09 .00 -.63 -.192 -.46235* .16 .01 -.85 -.083 .36155 .18 .12 -.07 .791 .46235* .16 .01 .08 .853 .82390* .18 .00 .41 1.241 -.36155 .18 .12 -.79 .072 -.82390* .18 .00 -1.24 -.412 -.02212 .10 .97 -.25 .213 .34003* .11 .01 .09 .591 .02212 .10 .97 -.21 .253 .36215* .10 .00 .12 .601 -.34003* .11 .01 -.59 -.092 -.36215* .10 .00 -.60 -.122 -.06957 .10 .74 -.29 .15

3 .17599 .11 .22 -.07 .421 .06957 .10 .74 -.15 .293 .24556* .10 .04 .01 .481 -.17599 .11 .22 -.42 .072 -.24556* .10 .04 -.48 -.012 -.23208 .12 .14 -.52 .053 -.01315 .14 1.00 -.33 .311 .23208 .12 .14 -.05 .523 .21893 .13 .21 -.09 .521 .01315 .14 1.00 -.31 .332 -.21893 .13 .21 -.52 .092 -.40411* .16 .03 -.78 -.033 -.21306 .17 .44 -.62 .201 .40411* .16 .03 .03 .783 .19106 .17 .49 -.20 .591 .21306 .17 .44 -.20 .622 -.19106 .17 .49 -.59 .20

Intangible factors


1

2

3


1

2

3


1

2

3

User interface

1

2

3

95% Confidence Interval


1

2

3

Tangible factors

(J) Cluster by factor 8

Mean Difference

(I-J)Sig.Std. Error


1

2

3

Dependent Variable (I) Cluster by factor 8

Original Soundtrack

1 fandom

2

3

Resume function

1

2

3

Ref. code: 25616002040407UOH

56

BIOGRAPHY

Name Miss Onpimon Chavalitcheevin

Date of Birth September 24, 1992

Educational Attainment

2013: Bachelor of Art with Honours in Fashion

Design, Birmingham City University,

Birmingham, UK

Work Experiences 2015-2018: Senior Campaign Manager,

Central Group Online (COL)

2013-2015: Visual Merchandiser,

Central Marketing Group (CMG)

Ref. code: 25616002040407UOH

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