พฤติกรรมของเจเนอเรชันเอ็กซ์และเจเนอเรชันวายใน จังหวัดเชียงใหม่ในการรับชมวิดีโอสตรีมมิ่ง

Abstract

The purposes of this research were 1) to study Generation X and Generation Y behavior in Chiangmai towards viewing video streaming; 2) to study Generation X and Generation Y behavior in choosing video streaming; 3) to compare the differences of viewing the video streaming of Generation X and Generation Y behavior in Chiangmai; 4) to compare the differences Generation X and Generation Y behavior in Chiangmai in choosing towards viewing video streaming. The research was a quantitative study. 385 sets of offline and online questionnaires were collected as the collecting data tool. The whole 385 sets of questionnaires were divided into 177 sets for Generation X participants and 208 sets for Generation Y participants. The data of the research were analyzed by the descriptive statistics: the frequency, percentage, and mean, the inferential statistics, and T-Test statistics. According to the survey collection, the most population in Generation X are women whose ages range is between 49-55 years old. The majority of Generation X graduated with a bachelor's degree works as an officer or government employee. The number of the state enterprise employees and the government employees are equal; moreover, the average monthly salary among Generation X participants is higher than 30,001 baht per month. The viewing behavior of Generation X was found that Generation X monthly paid for being a member of the video streaming, such as Netlix which is the most popular video streaming. There are 3 most preferred video streaming: (1) Netlix (2) other video streaming, such as YouTube Premium, Apple TV, iFlix, We TV, and Line TV (3) AIS Play and True ID. Most of Generation X participants had experiences viewing other video streaming accounts. Several Generation X participants had families or relatives who were members of some video streaming. Thus, the families and relatives often made the decision when Generation X participants chose their video streaming. There were three main reasons to choose video streaming: (1) there were no advertisements during viewing video streaming. (2) the participants were able to view video streaming content anytime. (3) the image quality is higher than pirated websites. Most of Generation X viewed video streaming at their houses, and they did not have an exact time to view video streaming. In addition, the duration of viewing video streaming among Generation X was up to 2 hours per time. The maximum frequency of viewing video streaming was 2 times per week. The highest use of equipment to access video streaming by Generation X was smart TV. Besides, the most preferred way to receive news of Generation X was a word-to-mouth way. The Generation X participants did not have a certain pattern to choose video streaming. Therefore, the decision of Generation X participants depended on the particular circumstance. The overall preference for video streaming by Generation X participants was at the highest level. Most of them keep viewing the same video streaming content in the future. In addition, Generation X will highly recommend their accustomed video streaming to others. On the other hand, there were three main improvements of video streaming: (1) the difficult use of video streaming was unsuitable for the low-tech users. (2) most video streaming contents were slower released than pirated websites. (3) there were no varieties enough of contents. The behavior of Generation X preferred viewing the varied video streaming types, such as series, movies, soap operas, including variety shows. The most popular video streaming of Generation X is comedy. Furthermore, the majority of video streaming viewed by Generation X is from Thailand. Based on movie soundtracks and subtitles used in viewing video content, Generation X viewed the video streaming contents by using the movie soundtracks without subtitles. The objectives of viewing video streaming among Generation X are to entertain and to release their stress. Additionally, most Generation X participants regularly chose video streaming by themselves. Regarding the general survey collection, it was found that most population of Generation Yare women whose ages range is between 25-30 years old. The majority of Generation Y graduated with a bachelor's degree works as company employees. Also, the average monthly salary among the group of participants is from 10,001 - 20,000 baht It was also found that Generation Y's behavior of viewing video streaming had experiences to the monthly paid-for video streaming, such as Nettlix which is the most popular video streaming. In addition, the result of the research revealed the top 3 preferred video streaming is Netflix followed by VIU, and We TV respectively. Most of Generation Y participants had experiences viewing other video streaming accounts. The majority of Generation Y participants registered and made their own decisions to choose video streaming by themselves. There were three main reasons to consider choosing video streaming: (1) the image quality of video streaming was higher than pirated websites. (2) there were no advertisements during viewing video streaming. (3) the sound quality of video streaming was higher than pirated websites. Moreover, the majority of Generation Y participants had an unparticular period of viewing video streaming. The most preferred duration of viewing video streaming of Generation Y was 2 hours per time. Furthermore, the maximum frequency of viewing video streaming was more than three times per week. The highest use of equipment among Generation Y was a mobile phone which was used to view video streaming and search channels and to follow the news. Most Generation Y participants also have unspecific reasons to consider choosing video streaming; thus, the decision relied on each situation. The overall of satisfaction viewing video streaming among Generation Y participants was at the highest level. Furthermore, the result of the research demonstrated that most Generation Y participants keep choosing and viewing the same video streaming. Therefore, most Generation Y participants will exactly recommend video streaming to others. However, there were three main improvements of video streaming: (1) most video streaming contents were slower released than pirated websites. (2) service rate was unreasonable or overly expensive. (3) the several subtitles unmatched with the original sound caused a lack of interest in viewing video streaming. The behavior of Generation Y preferred viewing a series genre of video streaming. In addition, the viewing of video streaming among Generation Y is varied genres, such as romantic, action, and investigation. Most of the video streaming viewed by Generation Y is from Korea. Based on movie soundtracks and subtitles used in viewing video streaming content, Generation Y viewed the video streaming content via using original sounds with Thai subtitles. The objectives of viewing video streaming among Generation Y are to entertain and release their stress. Additionally, most Generation Y participants chose video streaming by themselves.