The Influence of Viu Application’s Motivation, Media Exposure, and Satisfaction Towards Intention to Visit South Korea Among Population in Bangkok

Abstract

                 The objectives of this research were 1) to study the Viu application’s motivation among population in Bangkok, 2) to study the Viu application’s exposure among population in Bangkok, 3) To study the Viu application’s satisfaction among population in Bangkok and, 4) To study the Viu application’s motivation, media exposure, and satisfaction that predicts towards intention to visit South Korea among population in Bangkok. The researcher used the G*Power program to calculate an appropriate sample size of 119 participants by using Multiple linear regression statistics. However, the researcher collected the data from the sample size of 210 people to reduce inaccuracies.

                The results showed that 1) the Viu application’s primary motivation among population in Bangkok is relaxation. 2) The Viu application were used by people in Bangkok an average of 2-3 days per week on average 2-3 days per week, The average duration of usage was 120 minutes or 2 hours per session. the majority of usage occurred 20:01-24:00 hrs., The majority watchea fantasy/horror series and time travel series. 3) The satisfaction level of the Viu application among population in Bangkok found that the entertainment was the highest satisfaction 4) Based on the study results, it was found that the motivation provided by the Viu application can collectivety predict the intention to visit  South Korea by 9.4% and revealed a multiple correlation coefficient of .307. The Viu application’s exposure and satisfaction do not affect the intention to visit South Korea. The motivations that affect the visit to South Korea are curiosity motivation and utility motivation.