Exploring the behavior Nakhon Pathom province in consuming Chinese series entertainment from the iQIYI application

Abstract

The topic of “Exploring the behavior Nakhon Pathom province in consuming Chinese series entertainment from the iQIYI application” aims to explore and identify factors influencing users of iQIYI application in Nakhon Pathom province and to understand how different application marketing strategies effect the behavior of iQIYI users. The researcher has collected data from 200 respondents in Nakhon Pathom province using accidental sampling. The data is collected by distributing surveys which consisting of 3 sections 1) Personal information 2) Information about the application 3) Information about the promotion. Data analysis was performed using descriptive statistics, including percentage values, by summarizing the data from the questionnaires in tabular form. The results showed that the variety of Chinese drama genres was a key factor that allowed the iQIYI application to reach a wide audience. The most significant factor for choosing to subscribe to the iQIYI VIP membership was for entertainment purposes. The results from the general data indicated that the majority of respondents are female (85%), aged 18-22 years (74%), students (80%), with a monthly income of less than 5,000 Baht (33%). The majority of participants encountering advertisements on the TikTok platform (62%). The most popular VIP membership was the standard monthly renewal type priced at 49 Baht (66%).