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

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