อิทธิพลส่วนประสมทางการสื่อสารการตลาดที่มีต่อการยอมรับเทคโนโลยีการรับชมไลฟ์สตรีมคอนเสิร์ต ผ่านแอปพลิเคชัน เอไอเอส เพลย์

Abstract

This study aimed to 1) examine consumer behavior in using the AIS Play application for watching live concert streams, 2) investigate satisfaction with marketing communication factors and enjoyment perceptions related to perceived ease of use, 3) study satisfaction with marketing communication factors and perceived ease of use related to perceived usefulness, and 4) explore satisfaction with marketing communication factors, enjoyment perceptions, ease of use, perceived usefulness, and attitudes towards the intended use of the AIS Play application for live concert streaming.The researcher employed survey research using a self-administered questionnaire to collect data from a sample group of AIS Play application users. Multiple regression analysis was used to test the research hypotheses. Findings : 1) perceived ease of use is dependent on satisfaction with marketing communication factors, including advertising, public relations, personal selling, and perceived enjoyment, which can be expressed in the following equation: Perceived Ease of Use = (0.099) Advertising Tools + (0.199) Public Relations Tools + (0.119) Personal Selling Tools + (0.482) Perceived Enjoyment + 0.457. 2)Perceived benefits are influenced by satisfaction with marketing communication factors, including public relations, special events, and perceived ease of use, expressed as follows: Perceived Benefits = (0.110) Public Relations Tools + (0.126) Special Event Tools + (0.692) Perceived Enjoyment + 0.296. 3) The behavior of using the AIS Play application to watch live concert streams is influenced by satisfaction with marketing communication factors, advertising, perceived enjoyment, perceived ease of use, perceived benefits, and attitudes towards use, represented in the equation: (0.086) Advertising Tools + (0.014) Perceived Enjoyment + (0.139) Perceived Ease of Use + (0.228) Perceived Benefits + (0.411) Attitude – 0.04.