Vietnamese Consumer Behaviour toward Internet Streaming Service for entertainment purposes: The case of YouTube’s Video Streaming on Demand

Abstract

According to the common understanding of the majority of previous users and present, if the people want to watch a video or listen to a song on their computer, first need to download it into a complete file from the Internet. With this concept, when looking at apps like Netflix and Spotify and you might be wondering "How do people think of ways to download video and music files instantly?". However, streaming video is the answer to that problem. When use stream, data will download each part of the file in real time quickly and YouTube is the popular application to apply. YouTube is a diversity hosting resource for watching videos. YouTube was launched in 2005, it is the third website in the world being most accessed after Google and Facebook (Alexa, 2016). YouTube content is diverse, global and providing the diversity content to disseminate for the big number of users on the website. YouTube platform has transformed significantly in the past many years. This report, we conduct a survey study on the datasets about the purpose of users for YouTube Video on Demand. According to the hedonic extension of Technology Acceptance Model (TAM) and 430 samples are used to help gauge user behavior. The results show that when participating on YouTube, most customers use it for entertainment purposes. Besides that, an intuitive interface, benefit of diverse video content from YouTube and user interaction such as commenting, subscribing, like, dislike is the relative factor decide the customer behavior.