Determinants of Users' Intention to Purchase Legal Video Streaming Services: A Comparative Study between Thai and American Consumers

10.7903/ijecs.1895

Athapol Ruangkanjanases；Siriyakorn Payakka；Dong Man Kim

Purchase ； Video Streaming ； Theory of Planned Behavior

International Journal of Electronic Commerce Studies

12卷2期（2021 / 12 / 01）

177 - 191

英文

The purpose of this study is to identify the significant factors influencing the intention of consumers from Thailand and the United States of America to purchase legal video streaming services. This quantitative study used the theory of planned behavior, as well as convenience sampling, to investigate consumers' intention to purchase streaming services based on behavior; the responses were gathered from 400 respondents (200 respondents from Thailand and 200 respondents from the U.S.). Independent variables presumed to affect intention to purchase are product/service attributes, attitude towards behavior, moral judgment, subjective norms, and perceived behavior control. Descriptive analysis, reliability analysis, and stepwise multiple regression analysis were used to analyze the respondents' data. The results show that perceived behavior control affects the purchasing intent of both Thai and American consumers; however, moral judgment affects the purchasing intent of Thai consumers more significantly, while attitude towards behavior has a greater effect on the purchasing intent of American consumers.

1. Pookulangara, S.,Natesan, P.(2010).Examining consumers’ channel-migrating intention utilizing theory of planned behavior: A Multigroup Analysis.International Journal of Electronic Commerce Studies,1(2),97-116.
   連結：
2. Statista, Video Streaming (SVoD) Thailand (2018) [online]. Available https://www.statista.com/outlook/dmo/digital-media/video-on-demand/videostreaming-svod/Thailand.
3. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Process,50,179-211.
4. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
5. Ajzen, I.,Madden, T.J.(1986).Prediction of goal-directed behavior: attitudes, intentions, and perceived behavioral control.Journal of Experimental Social Psychology,22(5),453-474.
6. Al-Rafee, S.,Cronan, T.P.(2006).Digital piracy: factors that influence attitude toward behavior.Journal of Business Ethics,63(3),237-259.
7. Chin, A.J.,Wafa, S.A.,Ooi, A.Y.(2009).The effect of internet trust and social influence towards willingness to purchase online in Labuan, Malaysia.International Business Research,2(2),72-81.
8. Cisco VNI. (2018, 8, 18). Cisco Visual Networking Index: Forecast and Trends, 2017-2022 White Paper [Online]. Available: https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html.
9. Cronan, T.P.,Al-Rafee, S.(2008).Factors that influence the intention to pirate software and media.Journal of Business Ethics,78(4),527-545.
10. Datareportal, Digital in Thailand (2018) [online]. Available: https://datareportal.com/digital-in-thailand.
11. Digital Age Magazine, Video Streaming [online]. Available: https://www.digitalagemag.com/video-streaming.
12. Digital in Asia (2018) [Online]. Available: https://digitalinasia.com/2018/01/31/latest-digital-in-2018-global-report/
13. S. Funk (2018, 8, 22). Digital in Southeast Asia & Thailand 2018[Online]. Available: https://my-thai.org/digital-southeast-asia-thailand-2018/.
14. Gelman, A.,Halfin, S.,Willinger, W.(1991).On buffer requirements for store-and- forward video on demand service circuits.IEEE Global Telecommunications Conference GLOBECOM '91: Countdown to the New Millennium
15. Higgins, G.E.(2007).Digital piracy, self-control theory, and rational choice: an examination of the role of value.International Journal of Cyber Criminology,1(1),33-55.
16. Ian, P.,Aaron, L.,Johan, L.,Michael, L.(2014).Engaging in digital piracy of movies: a theory of planned behaviour approach.Internet Research,24(2),246-266.
17. D. Kaufman (2018, 9, 22). Netflix Remains No. 1, But Faces Increasing OTT Competition[Online]. Availabe: http://www.etcentric.org/netflix-remains-no-1-but-faces-increasing-ott-competition/.
18. Laghari, K.,Issa, O.,Speranza, F.,Falk, T.H.(2012).Quality-of-experience perception for video streaming services: Preliminary subjective and objective results.Proceedings of Signal and Information Processing Association Annual Summit and Conference
19. S. Liesman (2018, 7, 18). Nearly 60% of Americans are streaming and most with Netflix [Online]. Available: https://www.cnbc.com/2018/03/29/ nearly-60-percent-of-americans-are-streaming-and-most-with-netflix-cnbc-survey.html
20. Limayem, M.,Khalifa, M.,Chin, W.(2004).Factors Motivating Software Piracy: A Longitudinal Study.IEEE Transactions on Engineering Management,51(4),414-425.
21. O’Brien, R.M.(2007).A caution regarding rules of thumb for variance inflation factors.Quality and Quantity,41,673-690.
22. S. Patelv (2018, 8, 04). Netflix’s deal terms pose a conundrum for TV studios. Retrieved[Online]. Available: https://digiday.com/media/netflixs-deal-terms -pose-a-conundrum-for-tv-studios/.
23. Peace, A.G.,Galletta, D.F.,Thong, J.Y.(2014).Software piracy in the workplace: A model and empirical test.Journal of Management Information Systems,20(1),153-177.
24. The CW Television Network (2018, 7, 25). Why aren’t all episodes of my favorite CW shows available? [Online]. Available: https://support.cwtv.com/hc/en-us/articles/218172983-Why-aren-t-all-episodes-of-my-favorite-CW-shows-available-.
25. Wenzel, P.,Mahle, I.,Pätzmann, J. U.(2016).Streaming services & service design: an analysis of netflix and amazon video based on the gap model by parasuraman.Berry & Zeithaml, Markenbrand,5,20-31.