Applying the UTAUT to Explain Factors Affecting English Learning Intention Via Netflix (English Subtitle) Among Thai people

Asia-Pacific Review of Research in Education, 1(1), 1–19, 2022

19 Pages Posted: 7 May 2022

See all articles by Pongsakorn Limna

Pongsakorn Limna

Independent Researcher; Rangsit University; Unitar International University

Supaprawat Siripipatthanakul

Bangkok Thonburi University, Thailand; Manipal GlobalNxt University, Malaysia (MGNU)

Sutithep Siripipattanakul

Faculty of Education, Kasetsart University, Thailand

Kanchanokchon Woodeson

Ammartpanichnukul School

Pichakoon Auttawechasakoon

Burapha University

Date Written: March 2022

Abstract

This study investigates the relationship between factors of UTAUT, users’ satisfaction and English learning intention via Netflix (English Subtitle) among Thai people. The online questionnaires of 389 Netflix (English Subtitle) users were employed for the quantitative study through convenience sampling. The collected data were analysed using the SPSS Version 27 and PLS-SEM program. The results show that factors of UTAUT include performance expectancy, effort expectancy, social influence and facilitating conditions. Users’ satisfaction is the mediator between performance expectancy, effort expectancy, facilitating conditions and English learning intention via Netflix (English Subtitle). Moreover, facilitating conditions are the highest influencing factor of users’ satisfaction, followed by effort expectancy and performance expectancy, respectively. The English programme directors and marketers should consider UTAUT model adoption in the English educational management because it is related to users’ satisfaction and the outcome of English learning intention via Netflix (English Subtitle). The recommendation is to expand more sampling in other countries because learning English could increase happiness and effectiveness for students and all generations via Netflix.

Keywords: UTAUT, performance expectancy, effort expectancy, social influence, facilitating conditions, learning intention, users’ satisfaction

Suggested Citation

Limna, Pongsakorn and Siripipatthanakul, Supaprawat and Siripipattanakul, Sutithep and Woodeson, Kanchanokchon and Auttawechasakoon, Pichakoon, Applying the UTAUT to Explain Factors Affecting English Learning Intention Via Netflix (English Subtitle) Among Thai people (March 2022). Asia-Pacific Review of Research in Education, 1(1), 1–19, 2022, Available at SSRN: https://ssrn.com/abstract=4046242

Pongsakorn Limna (Contact Author)

Independent Researcher ( email )

Krabi
Thailand

Rangsit University ( email )

52/347 Colonel Thaksin Lak Hok
Pathum Thani
Thailand

Unitar International University ( email )

Petaling Jaya
Malaysia

Supaprawat Siripipatthanakul

Bangkok Thonburi University, Thailand ( email )

F16/10 Leabklongtaweewatana Rd., Khet Taweewatana
Bangkok 10170
Thailand

Manipal GlobalNxt University, Malaysia (MGNU)

Jalan BBN 1/7, 71800 Nilai, Negeri Sembilan
Malaysia

Sutithep Siripipattanakul

Faculty of Education, Kasetsart University, Thailand ( email )

50 Ngam Wong Wan Rd, Lat Yao Chatuchak
Bangkok 10900
Thailand

Kanchanokchon Woodeson

Ammartpanichnukul School ( email )

Krabi
Thailand

Pichakoon Auttawechasakoon

Burapha University ( email )

169 Long Hadd Bang Saen Road
Saen Suk
Muang Chonburi, Chonburi 20131
Thailand

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