Title: The relationship between social media, willingness to interact and purchase intention of young Vietnamese towards an online movie streaming platform: a case study on FPT Play

Authors: Hong Minh Ngoc Tran; Ngoc Phuong Anh Nguyen; Ngoc Minh Anh Le; Thi My Hien Tran; Minh Ngan Nguyen; Truc Vi Nguyen

Addresses: Faculty of Business Administration, FPT University, Can Tho Campus, 600 Nguyen Van Cu Street, An Binh Ward, Ninh Kieu District, Can Tho City, 94100, Vietnam ' Faculty of Business Administration, FPT University, Can Tho Campus, 600 Nguyen Van Cu Street, An Binh Ward, Ninh Kieu District, Can Tho City, 94100, Vietnam ' Faculty of Business Administration, FPT University, Can Tho Campus, 600 Nguyen Van Cu Street, An Binh Ward, Ninh Kieu District, Can Tho City, 94100, Vietnam ' Faculty of Business Administration, FPT University, Can Tho Campus, 600 Nguyen Van Cu Street, An Binh Ward, Ninh Kieu District, Can Tho City, 94100, Vietnam ' Faculty of Business Administration, FPT University, Can Tho Campus, 600 Nguyen Van Cu Street, An Binh Ward, Ninh Kieu District, Can Tho City, 94100, Vietnam ' Faculty of Business Administration, FPT University, Can Tho Campus, 600 Nguyen Van Cu Street, An Binh Ward, Ninh Kieu District, Can Tho City, 94100, Vietnam

Abstract: The aim of this study is to examine the relationship between social media factors, social media interaction, and intention to use online movie streaming services. The survey was conducted among 334 students in Can Tho City. The results of the linear regression model indicate that the factors of social trend, entertainment, personalisation, electric word-of-mouth, and user-generated content all have a positive impact on the willingness to interact among young Vietnamese. Among these factors, user-generated content (UGC) has the strongest impact on willingness to interact. Following UGC, the factors of entertainment, social trend, electric word-of-mouth (eWOM), and personalisation have progressively decreasing impacts on willingness to interact. Additionally, willingness to interact positively influences the purchase intention towards an online movie streaming platform.

Keywords: social media; willing to interact; purchase intention; young Vietnamese.

DOI: 10.1504/IJECRM.2024.138646

International Journal of Electronic Customer Relationship Management, 2024 Vol.14 No.2, pp.143 - 157

Received: 12 Jul 2023
Accepted: 31 Oct 2023
Published online: 22 May 2024 *