Factors Influencing Consumer Decisions to Use Video Streaming Services in Thailand
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Abstract
This article aimed to present the concepts and theories, regarding technology acceptance, customer satisfaction, online consumer behaviors, electronic service quality and video streaming business services and the relationship of the factors influencing consumer decision-making with video streaming services in Thailand. The study focused on the related literature review to consumer decisions with video streaming services. The findings revealed that the key factors influencing Thai consumers’ decisions included technology acceptance, customer satisfaction, online consumer behaviors, and electronic service quality. Based on these findings, the study was proposed a model of the factors influencing consumer decision-making with video streaming services in Thailand. That could be practically applied to the development of marketing strategies and service improvements in matching with consumer needs. This article provided the crucial guidelines for marketing experts and video streaming service entrepreneurs who wanted to improve streaming technology and enhance user experiences with personalized content recommendation systems for fast and professional customer service.
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References
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