พฤติกรรมการเปิดรับและความพึงพอใจของผู้ใช้บริการเน็ตฟลิกซ์ ในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

The study "Exposure Behaviors and Gratification of Netflix Users in Muang District, Chiang Mai Province" Objectives of this research study were 1) to study the exposure behavior of Netflix video streaming media among students of higher education institutions in Muang District, Chiang Mai Province, and 2) To study the gratification towards Netflix video streaming media of students of higher education institutions in Muang District, Chiang Mai Province. It is quantitative research. This research's sample group is Chiang Mai University and Payap University undergraduate students. They are pursuing a bachelor's degree in higher education under the supervision of the public and private sectors in Muang District, Chiang Mai Province. Four hundred students were using an online questionnaire. It is a tool for collecting information. The statistics used in the analysis were percentage, mean and standard deviation by t-test and One-Way ANOVA. They were compared in pairs using the LSD method if differences were found. The hypothesis testing results showed that students of higher education institutions with different demographics caused different media exposure behaviors for Netflix video streaming. It is divided into five aspects; Netflix exposure behavior, package acceptance behavior, duration exposure behavior, consuming Netflix through the platform, and exposure behavior of watching Netflix. In the second part, students of higher education institutions with different demographics lead to preferences for Netflix streaming video media. There are two factors: (1) a gender difference caused different preferences between males and females for Netflix video streaming media in terms of price and marketing promotion (2) an income factor of higher education students with different preferences for Netflix video streaming media in use.