A study of factors associated with purchase decision of Thai customers in legal video streaming services

Since there is no research of illegal online video streaming or insights into factors that influence purchase decision on legal online video streaming services, this study to identify the factors affecting on Thai people’s purchase decision in legal video streaming services and to understand individual’s attitudes and moral judgment toward licensed streaming services.The data were collected from secondary and primary sources, which include qualitative research with a focus group of ten respondents and in-depth interview of six interviewees and quantitative research of 200 qualified respondents from online survey questionnaires. The data were analyzed via Statistical Package for the Social Sciences to identify the factors and their relationships with the intention to purchase legal online streaming services. Purchase decision in the legal streaming services was evaluated against respondents’ intentions to buy.The findings indicated attributes of legal streaming services, attitudes toward the services, moral judgment, social habit, and self-efficacy had a positive relationship with intention to purchase which leads to purchase decision making of the respondents. It showed that social habit (friends) had a moderate influence on individual’s intention to purchase whereas other factors had weak relationships on purchase intention. All affected intentions to purchase so that it had a strong, positive influence on purchase decision on legal online video streaming services in Thailand.