Factor Affecting User Satisfaction of Online Video Streaming Service

Abstract

The purpose of this research was to study the factor affected satisfaction of online video streaming service of users in Bangkok. The sample used was 385 of video streaming user aged 13 years or over and living in Bangkok. The instrument used for data collection was a questionnaire. The statistics used in the data analysis were frequency, percentage, mean and standard deviation, including inferential statistics was multiple regression analysis. The results revealed that the marketing mix in the aspect of consumer wants and needs, consumer cost to satisfy, convenience to buy and communications can together predict customer satisfaction through video streaming media in Bangkok with statistical significance at F=52.725. All variables can explain the variability of user satisfaction through video streaming media in Bangkok (R2) accounted for 64.35 percent. The test results accept all hypothesis that consumer wants and needs, consumer cost to satisfy, and convenience to buy positively influenced user satisfaction through video streaming service in Bangkok.

Keywords— Marketing factor, Satisfaction, Video streaming service