Engaging consumers into legal video streaming services in Vietnam

Legal online video streaming service has become an indispensable type of entertainment in many developed countries over the past decades. In Vietnam, although this service is getting more and more popular among viewers recently, there have been no academic research into the legal online video streaming industry thus far. This research paper is aimed at discovering factors influencing the purchase intention of Vietnamese people towards legal video streaming services and gaining insights into consumer expectations for these VOD platforms.Based on previous studies, the research paper proposed an integrated model to discover the influencing factors on Vietnamese people’s intention of purchasing legal video streaming services. Data was collected from 400 valid respondents via online questionnaires. The results of hypothesis testing showed that all the factors had a positive impact on the intention, in which Subjective Norm showed the strongest influence. Furthermore, from the marketing mix result, respondents held very high expectations for most of the elements of the service, especially those belonging to the “Product” component. Based on the findings of this research, several recommendations have been formulated to develop the legal online video streaming service in Vietnam.