The Influence of Netflix Original Content on the Loyalty of Students in the Faculty of Management Sciences, Nakhon Pathom Rajabhat University

Abstract

The objectives of this research were: 1) to examine the viewing behaviors of Netflix Original content among students in the Faculty of Management Sciences at Nakhon Pathom Rajabhat University, and 2) to investigate the influence of Netflix Original content on student loyalty. This study employed a quantitative research design utilizing a survey approach. Data were collected via a validated and reliable questionnaire from a sample of 400 students selected from the Faculty of Management Sciences, Nakhon Pathom Rajabhat University. The collected data were analyzed using descriptive statistics. The research findings revealed that the majority of the respondents were female, currently in their second year of study, and majoring in General Management. This demographic profile reflects a sample of early-to-mid-stage undergraduate students who exhibit high digital media exposure and continuous online media consumption. Regarding viewing behaviors, most students watched Netflix Original content 1–2 times per week, spending approximately 1–2 hours per session. Movies were the most popular content type, followed by series and documentaries, respectively. The peak viewing hours were during the evening 18:01–22:00, and smartphones were the primary device used for streaming. These behaviors align with the media consumption habits of the digital-native generation, which prioritizes convenience, speed, and anytime-anywhere accessibility. Furthermore, the analysis of the influence of Netflix Original content on user loyalty indicated a high overall level ($M = 3.95$, $SD = 0.98$). This demonstrates that original content plays a critical role in fostering engagement and platform loyalty. Specifically, the intention to recommend the service to others yielded the highest mean score. Conversely, although the intention to not switch to competing platforms received the lowest mean score, it remained at a high level. This suggests that while users remain open to alternative platforms, they tend to maintain their loyalty to Netflix due to the distinct quality and uniqueness of its original content.