Abstract

This study aims to examine consumer behavior in video streaming services within Nakhon Si Thammarat Province. Data were collected using questionnaires from a sample of 400 respondents. The statistical methods used for analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics, specifically the Chi-Square test, to assess the relationships between variables. The findings indicate that the majority of respondents were male, aged between 25 and 34 years old, single, and held a bachelor's degree. Most were students, with an income range of 20,001 - 30,000 THB. The results revealed that demographic factors were significantly associated with video streaming behavior, including viewing frequency and preferred content type. This study enhances the understanding of changing consumer behavior in the digital era. Additionally, marketing factors influence service adoption, with accessibility and content quality identified as key drivers. Free trials, price discounts, and ease of access via smartphones and smart TVs were also found to be critical factors in user engagement. The Chi-Square analysis demonstrated significant relationships between demographic factors, motivational factors, and marketing mix elements with video streaming service usage. These findings provide valuable insights for video streaming service providers to develop effective marketing strategies tailored to consumer needs, thereby enhancing competitiveness in the rapidly growing video streaming industry.