The Future of Media in Thailand: Influencing Factors and Satisfaction Using Streaming Media Service With The Membership Fee

Thai television media industry has changed from Linear TV to Video-on-demand because it easy and flexible to watch. Video-om-demand services are available in both paod and free formats which the membership paid service has grow tremendously in Thailand. Nevertheless, the increasing number of competitors in the market makes it difficult for viewers to pay for all platforms. It is impossible to predict the futre of Thailand’s media market. The researcher chose to study in the streaming service with a membership fee, which is currently favored to analyze this industry’s future. This research aims to study the factors influencing the decision to purchase online media services by studying the effects between relaxation, ad-free, individual viewing, exclusivity feeling, anti-piracy, and technology-engaged factors to the satisfaction of using service, including satisfaction with the decision to purchase streaming media services. Also, study the buffering issues affecting the relationship between satisfaction and purchase decision. The researcher used 385 sets of questionnaires to collect data from Thai online media members. The result shows that relaxation, technology engaged, exclusivity feeling, and anti-piracy factors affect the service’s satisfaction, and satisfaction is part of the service purchase decision. However, the buffering problem has reduced the purchasing decision.