Factors affecting vietnamese people’s choice of watching pirated or copyrighted movies. and the positive effects of netflix on the vietnamese market

Abstract

The paid online movie market is growing strongly, especially since the COVID-19 pandemic is still complicated until the time when life becomes more stable. Consumers instead of choosing a free movie service with many risks and copyright infringement, they have chosen to pay for a better experience while upholding the sense of responsibility for copyright protection and support. authors as well as producers. This study aims to test the factors affecting the intention to use the paid online movie viewing service with the main survey object being students (from 16 to 50 years old). The research sample consisted of 102 people representing people living in Ho Chi Minh City, who were surveyed through an online questionnaire. The author conducted logistic regression analysis in combination with the use of paid online movie services. Through sending online survey questionnaires combined with using multivariate regression models to find and conclude Factors affecting Vietnamese people's choice of watching pirated or copyrighted movies and the positive effects of Netflix in Ho Chi Minh City. A total of 102 people participated in the survey. Data were analyzed quantitatively through SPSS. Thereby, the article proposes some managerial implications for businesses to attract customers, promote and develop the paid online movie viewing market.