Causal Relationship Model of Intention to Watch Vdo Streaming Netflix of Consumer in Bangkok and Metropolitan Region

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Alongkorn Chaowasaku

Abstract

This research aims of this study were to develop a causal relationship model of intention to watch video streaming Netflix of consumer in Bangkok and Metropolitan Region and to check the consistency of the causal relationship model developed with empirical data from a total of 220 people, Convenience Sampling chosen from those who watch video streaming Netflix of consumer in Bangkok and Metropolitan region. The tools used to collect data are online questionnaires, 7 scales estimation model, using the structural equation model analysis technique which uses 7 models of the research program as follows: 1. Entertainment 2. Endorsement 3. Flow 4. Social Interaction 5. Attitude 6. Perceived Value and 7. Intention


The results of the causal relationship model analysis showed that the model was consistent with empirical data. With the chi-square statistic (c2)


= 158.85, degrees of freedom (df) = 141, CMIN / df = 1.13, GFI = 0.94,
AGFI = 0.90, SRMR = 0.52, RMSEA = 0.24 and forecasting equal 0.68,indication the variation of intention to watch video streaming Netflix in the model can explain 68% Which found that the Perceived Value affects to the Intention of watch video streaming Netflix.

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Research Articles