Determinants of Subscription Usage Decision on Online Streaming Services Among Vietnamese Gen Z

This paper addresses a gap in the literature by investigating the factors influencing the subscription decisions of Gen Z consumers in Vietnam regarding online streaming services. While prior research has explored consumer behaviour in digital services, little attention has been given to this demographic in the Vietnamese context, making this research valuable for understanding a growing and tech-savvy market segment. This research aims to examine the determinants that affect the decision-making process of Vietnamese Gen Z consumers when subscribing to online streaming platforms. Quantitative data were analysed using Pearson correlation and multiple regression via IBM SPSS 27.0 to understand the factors influencing subscription decisions. The study employs an online survey of 201 Vietnamese Gen Z individuals with a convenience sampling method adopted. The results reveal that Perceived Enjoyment and Perceived Value were the two most significant factors influencing subscription decisions among Vietnamese Gen Z. These findings highlight the importance of intrinsic enjoyment and perceived value in shaping consumer preferences in the online streaming service market. By prioritising exclusive and engaging content, customisable subscription plans that reflect the needs of young consumers, and free trials or teaser content that maximises the two variables, platforms can attract and retain this particular demographic. Implementing these strategies will likely increase subscription rates among Vietnamese Gen Z, ultimately contributing to the sustained growth of the online streaming market in the region.