Determinants of users' intention to purchase legal video streaming services: a comparative study between Thai and American consumers

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2021-07-02 DOI:10.7903/IJECS.1895

Athapol Ruangkanjanases, Siriyakorn Payakka, Dong Man Kim

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引用次数: 2

Abstract

The purpose of this study is to identify the significant factors influencing the intention of consumers from Thailand and the United States of America to purchase legal video streaming services. This quantitative study used the theory of planned behavior, as well as convenience sampling, to investigate consumers’ intention to purchase streaming services based on behavior; the responses were gathered from 400 respondents (200 respondents from Thailand and 200 respondents from the U.S.). Independent variables presumed to affect intention to purchase are product/service attributes, attitude towards behavior, moral judgment, subjective norms, and perceived behavior control. Descriptive analysis, reliability analysis, and stepwise multiple regression analysis were used to analyze the respondents’ data. The results show that perceived behavior control affects the purchasing intent of both Thai and American consumers; however, moral judgment affects the purchasing intent of Thai consumers more significantly, while attitude towards behavior has a greater effect on the purchasing intent of American consumers.

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用户购买合法视频流媒体服务意愿的决定因素:泰国和美国消费者的比较研究

本研究的目的是确定影响泰国和美国消费者购买合法视频流媒体服务意愿的重要因素。这项定量研究使用了计划行为理论和便利性抽样，调查了消费者基于行为购买流媒体服务的意愿；这些回答来自400名受访者（200名来自泰国，200名来自美国）。被认为影响购买意愿的自变量是产品/服务属性、行为态度、道德判断、主观规范和感知行为控制。采用描述性分析、可靠性分析和逐步多元回归分析对受访者的数据进行分析。结果表明，感知行为控制影响泰国和美国消费者的购买意愿；然而，道德判断对泰国消费者的购买意愿影响更大，而对行为的态度对美国消费者的购买意图影响更大。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.