Factors Influencing the Decision to Apply for VIP Membership on the YOUKU Online Video Application of Gen Z Consumers in Songkhla Province
DOI:
https://doi.org/10.55164/ecbajournal.v17i1.273628Keywords:
Content Variety, Perceived Ease of Use, Product Quality, Perceived Usefulness, Subscription Decision-makingAbstract
This research aims to study the factors influencing Generation Z's decision to apply for VIP membership in the YOUKU online video application in Songkhla province. The sample consists of 250 people from Generation Z, aged 18-25 years, who previously subscribed as VIP members of YOUKU in Songkhla province. The research applies purposive sampling and employs a questionnaire as a research tool. Data analysis is conducted using Smart PLS for Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the research found that content variety, perceived ease of use, product quality, and perceived usefulness influence Generation Z's decision to apply for VIP membership on the YOUKU online video platform in Songkhla province. The results of this research will be valuable to entrepreneurs who design applications that fit the preferences of their target audience.
References
Bangkok Bank. (2021). 5 ThingsYou Need to Know! before Entering the Gen Z Market, Successfully Increasing Sales. Retrieved from https://www.bangkokbanksme.com/en/need-to-know-about-gen-z-marketing
Boonyu, M. T. (2022). The Influence of Product Innovation and Product Quality on the Purchase Decision of Health Supplement Foods by Consumers in Bangkok with Motivation as the Driving Factor. Retrieved from https://so02.tci-thaijo.org/index.php/ibas/article/view/258036/174782
Brenner, M. (2023). Which Content Formats Work for Your Audience? Retrieved from https://marketinginsidergroup.com/content-marketing/how-to-determine-what-formats-to-use-in-your-content-marketing/
Chantasaeng, P. (2023). Thailand Enters the Era “Digital City” has Access to. Retrieved from https://lib.nbtc.go.th/news/detail/1054
Chiarawatnukul, R. B. (2020). Perceptions of Product Quality and Service Quality Impacting Repurchase Decisions of Industrial Cleaning Machines. Retrieved from https://so02.tci-thaijo.org/index.php/jam/article/download/239925/164247/833019
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects Results from a Monte Carlo Simulation Studay and an Electronic-mail Emotion/Adoption Study. Information Systems Research, 14(2), 187-217.
Cohen. J. (1988). Statistical Power Analysis for the Behavioral Sciences. Hillsdale,NJ: Lawarence Erlbaum
Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology.
Hair, J.F., Black, W.C., Babin, BJ., & Anderson, R.E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM): Sage Publications.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). (2nd Ed.). Sage Publications Inc., Thousand Oaks, CA.
Kirinthanaphan, O. (2021). A Study of the Relationship between Perceived Benefits, Perceived Ease of Use, Perceived Usefulness, and Perceived Intention to Use Financial Mobile Applications. Retrieved from https://archive.cm.mahidol.ac.th/bitstream/123456789/4108/1/TP%20BM.023%202564.pdf
Kongjaeng, N. (2023). Factors in Decision Making for Choosing Job Application Apps. Journal of Industrial Business Administration, 5(1), 15-29. Retrieved from https://so03.tci-thaijo.org/index.php/iba/article/view/266915
Krajangyut, P., & Hansanti, S. (2023). The Factors of Content Marketing Influencing the Decision-Making Process on Video Streaming Platform: Disney+ Hotstar. Journal of Management Science Research,
Surindra Rajabhat University, 7(1), 45-56. Retrieved from https://so02.tci-thaijo.org/index.php/jmsr/article/view/256300
Nasomboon, B., Sathirakul, N., & Chansajcha, W. (2022). The Influence of Perceived Usefulness, Ease of Use, Security, Trust, and Satisfaction Affect the Intent of Continuing to Use G-Wallet among Generation X Y Z. Journal of Business Administration and Languages, 10(2), 151-159. Retrieved from https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/download/257350/174947
Orji, F. A. (2020). Insights from User Reviews to Improve Mental Health Apps. Retrieved from https://journals.sagepub.com/doi/full/10.1177/1460458219896492
Paalwat, W. (2022). Factors in Designing Video Streaming Applications Impacting User Satisfaction and Loyalty in Thailand. Retrieved from https://archive.cm.mahidol.ac.th/bitstream/123456789/4536/1/TP%20BM.029%202565.pdf
Pankam, K. C. (2021). Causal Factors Influencing Consumer Decision to Purchase YouTube Premium Subscription Services in Bangkok. Retrieved from https://rsuir-library.rsu.ac.th/handle/123456789/544
Phaowichajon, R. (2019). Factors Influencing the Purchase Decision of Subscription Video on Demand (SVOD) Packages in Thailand and User Loyalty in Thailand. Retrieved from https://archive.cm.mahidol.ac.th/bitstream/123456789/3233/1/TP%20MM.021%202562.pdf
Pintokaa. (2023). YOUKU is Streaming Chinese Series that are Hot Right Now. Retrieved from https://www.bullvpn.com/th/blog/detail/vpn-youku-streaming
Raya, A., & Kartawinata, B. R. (2021). The Influence of Consumer Behavior and Product Quality on Consumer Decision Making in Selecting dana as Financial Technology Mobile Payment Application. Agregat: Jurnal Ekonomi dan Bisnis, 5(2), 238-248.
Sammasut, T., & Tangpattanakit, J. (2023). Factors Affecting the Decision to Use Tinder Platform of Millennials Generation in Thailand. Journal of Srivanalai Vijai, Humanities and Social Sciences, 13(1), 139-154. Retrieved from https://so13.tci-thaijo.org/index.php/SVNL/article/view/152
Smith, C. (2023). Youku Statistics and User Count (2023). Retrieved from https://expandedramblings.com/index.php/youku-facts-statistics/
Sutthitsakdison, N. (2020). Factors Influencing Intention to Use Electronic Banking Services Via Mobile Banking of Government Savings Bank in Ratchaburi Province. Retrieved from http://ithesis-ir.su.ac.th/dspace/bitstream/123456789/3064/1/61602307.pdf?fbclid=IwAR3WBC3r9VciFPUES5nmTXao8rP0MmOWyldOOLt6a-A1-5RRDKDkYoisSXo
Trend, D. (2023). Summary of 5 Big Points: Check the Status of the Future of Streaming Platform for Thai People. Retrieved from https://www.etda.or.th/th/Useful-Resource/ETDA-5-Streaming-Platform.aspx
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Faculty of Economics and Business Administration, Thaksin University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
