FACTORS AFFECTING USAGE BEHAVIOUR OF DISNEY+ HOTSTAR SERVICE AMONG CONSUMERS IN BANGKOK

Abstract

The objectives of this research were 1) to study the difference in demographic characteristics, uses, perceived usefulness, perceived ease of use and perceived lifestyle compatibility of Disney+ Hotstar service among consumers in Bangkok and 2) to explore the influence of the uses, perceived usefulness, perceived ease of use, and the perceived lifestyle compatibility on the usage behavior of Disney+ Hotstar service among consumers in Bangkok. Quantitative research was used as a study design. 402 copies of questionnaire were used as a research instrument. The sample was selected using accidental sampling. The population was Disney+ Hotstar service users who have lived in Bangkok. Data were analyzed by descriptive statistics using frequency, percentage, mean and standard deviation. The hypothesis was tested by T-Test and One-Way Anova and a simple regression analysis with a statistical significance level of .05. The major findings revealed that 1) The respondents’ uses was at a high level; the perceived usefulness and perceived ease of use were at the highest level and the perceived lifestyle compatibility was at a high level. 2) Uses, perceived usefulness, perceived ease of use, and perceived lifestyle compatibility influenced the usage behavior of Disney+ Hotstar service. This research aims to be useful for service providers to develop platform’s performance and for media producers to create content reaching target audiences’ need in the future.