Factors Infl uencing Consumer Behavior of Streaming Netfl ix in Chonburi Province

Abstract

The objective of this study is 1) To study the factors that infl uence the behavior of Streaming Netfl ix viewers in ChonBuri province 2) To study the behavior of Streaming Netfl ix viewers in the provincial region 3) To compare the selection of services according to demographic factors by studying demographic characteristics and collecting data. With a questionnaire from a sample of 385 Streaming Netfl ix members who analyzed the data. By using the frequency, percentage, mean, standard deviation and variance analysis way. The results showed that most of the samples were male, aged between 15– 22 years of undergraduate or equivalent academic career. Students / students / students. The average monthly income is less than 10,000 baht. The results of the satisfaction of the service found that the sample group has a high level of satisfaction in all items. In terms of products, price, distribution channels, and promotion of service recommendations for service behavior, found that the sample group used the service for less than 1 year, had the most number and liked the action movie the most and chose to watch in Most computer channels and the most popular series watching Most users will watch Streaming Netfl ix at home 4–6 times per week, 3-4 hours per time, and based on the test of different demographic assumptions affecting the behavior of Streaming Netfl ix viewers in Chonburi province that doesn’t break. Differences in gender, while the relationship between the 4Ps marketing mix factors and the behavior of viewers of Streaming Netfl ix in Chonburi province, there are only some relationships. Including product and distribution channels.