FACTORS AFFECTING WATCHING MOVIES ON STREAMING SYSTEM OF UNDERGRADUATE STUDENTS IN BANGKOK
Keywords:
Movie Streaming, Cinema, Marketing Mix, Disruptive InnovationAbstract
The objectives of this research are as follows: (1) opinions on the marketing mix, disruptive innovation and watching movies on streaming; (2) the relationships between the marketing mix and disruptive innovation with watching movies on streaming. The 400 samples were undergraduate students from higher education institutes in Bangkok and selected by convenient sampling. The results showed that most of the samples were female 20 years old, studying in second, a monthly income of 5001-8000 Baht, and studying in Public University. The findings showed a high level of agreement on the marketing mix, disruptive innovation, and watching movies on streaming. The opinions on marketing mix and on disruptive innovation between male and female students were not different at a statistically significant level of 0.05, but the opinions on watching movies on streaming between those two groups were different at a statistically significant level of 0.05. The marketing mix and disruptive innovation had positive relationship with watching movies on streaming at a statistically significant level 0.01. With multiple regression analysis, the results showed that the combination between the marketing mix and disruptive innovation could account for 26.7% of the variance (R²) of watching movies on streaming.
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