Group 12

DETERMINANTS ON CUSTOMER ENGAGEMENT IN STREAMING
ONLINE MEDIA PLATFORMS BASED ON THE USERS’ PREFERENCE

SUBCRIPTIONS IN MALAYSIA
As final year students of UniKL Business School in Bachelor of Business Administration

(Management and Entrepreneurship) and Bachelor of Business Administration (Marketing),
this survey is done to fulfil the requirement of Seminar (EIB30304) for the research paper
following the chosen topic. We are conducting a research on the customer’s preference on
streaming online media platform (for instance Netflix, Viu, Disney + Hotstar and etc.). Your
corporation and support really meaningful to fulfil our survey. The questionnaire will take
around 2-5 minutes to answer the questions, we thank you in advance and highly
appreciated in completing this research and every information used will be strictly treated
as confidential for the research purpose only. Thank you.
Instruction
This questionnaire has ___________ section to determine customer’s preference about
streaming online media platform services in Malaysia. For section A the demographic,
section B
Section A: Demographic
This section aims to describe the sample used for the research data. Please tick ( ✓) for your
answer.
1. Age
O 18-25 years old
O 26-33 years old
O 34-41 years old
O 42-49 years old
O 50-57 years old
O 58 years old and above
2. Gender
O Male
O Female
3. Employment Status
O Student
O Government Sector
O Private Sector
O Self-Employed
O Retired
O Unemployed
4. Monthly Income (RM)
O Below 1000
O 1001-3000
O 3001-5000
O 5001-7000
O More than 7000
5. Do you use/subscribe and watching movie through streaming online media platforms
(Netflix, Viu, Disney + Hotstar and etc)?
O Yes
O No
6. Which of the following streaming online media platforms services do you prefer and
engaged the most?
O Netflix
O Viu
O Disney + Hotstar
O Iflix
O iQiyi
O Others: ________________
7. Do you have registered more than 1 streaming online media platform services account?
If yes please state how many of it.
O1
O2
O3
O4
O I do not have any registered account on streaming online media platform
8. Do you prefer free or paid subscription for streaming online media platform services?
O Free package
O Paid subscription
9. Would you willing to pay extra cost for extra benefits?
O Yes
O No
O Maybe
10. How many hours do you spend on streaming online media platform per day to enjoy
watching your favourite movie or series?
O Less than 1 hour
O 1 hour to 2 hours
O 2 hours to 4 hours
O 4 hours to 6 hours
O 6 hours and more
O Other: ___________________
11. What attract you most to engage and choose streaming online media platform
services? (Can choose more than one)
O Brand image
O Promotional offering/package price
O Social influence
O Security payment gateway
O Varieties of content and subtitle languages
Section B: Customer Preferences
Adopt and adapting: (Chistopher Lee et al., 2018, Oliver Berg et al.,2017, Veer et al., & Victor et al.
2021)
The following items are to determine the relationship between customer preferences and
engagement on streaming online media platform services in Malaysia. Please choose the
most appropriate answer.
Please rate 1-5 for your answer. (1-Strongly disagree, 5-Strongly agree)
No Question Strongly Disagree Neutra Agree Strongly

Disagree l Agree
1 I feel streaming online media
platform is very convenient and
easy to use
2 I find it is easier and more
friendly to use with streaming
online media platform services
rather than offline media (TV)
3 I feel satisfied with the service
provided from the streaming
online media platform services
4 The streaming online media
platform give me an easy access
at 24/7
5 I find that streaming online
media platform allow me to
stream content on multiple
devices at the same time
6 I feel comfortable that streaming
online media platform allow me
to share my account with other
users
7 I find that the streaming online
media platform has provide the
variety of content that can
attract more audience
Section C: Brand Image
2021)
The following items are to determine the relationship between brand image with customer
preferences and engagement on streaming online media platform services in Malaysia.
Please choose the most appropriate answer.

Disagree l Agree
1 I feel comfortable with
sustainability brand streaming
online media platform
2 I would rather choose strong
brand streaming online media
platform services to avoid my
concern on safety issues
3 I find that strong brand image in
streaming online media platform
services will provide a good value
to attract and satisfy their
customer
4 Strong image on online
streaming media platform allows
users to give rating after viewing
the content
5 I find there is significant on brand
image with customer satisfaction
on streaming online media
platform services
6 I would like to continue
subscribing the streaming online
media platform that could fulfil
my expectation and satisfaction
7 I would recommend specific
brand on streaming online media
platform to a friend, family, or
colleague
Section D: Promotional Offering and Price Package
2021)
The following items are to determine the relationship between promotional offering and
price package with customer preferences and engagement on streaming online media
platform services in Malaysia. Please choose the most appropriate answer.

Disagree l Agree
1 I would rather to choose or
subscribe to a paid streaming
online media platform service
2 I find that free package that
offer is very limited of content to
stream
3 I am more likely to choose paid
subscription without any
advertisement pop up while
enjoying the movie
4 I feel at the paid package
services offers a good benefit to
their customer
5 I prefer the brand that offer
broad range of content with low
subscription fee
6 I willing to pay for subscription
package to watch new, original,
and high-quality movies
7 I tend to purchase lower price
option that offered by streaming
online media services
Section E: Social Influence (Family, Friend, Colleague)
2021)
The following items are to determine the relationship between social influence with
customer preferences and engagement on streaming online media platform services in
Malaysia. Please choose the most appropriate answer.

Disagree l Agree
1 I feel that recommendations
from my friends,
family/influencer are very
reliable for me to subscribe for
2 I will subscribe streaming online
media platform if my friend use it
3 I tend to bond with others with
similar interest in movie or series
if subscribe to certain streaming
4 I would ask my friends or family
if they watch similar movie or
series as I do through streaming
5 When it comes to movies and
television shows, I pay attention
to what my friends recommend
and watch it through streaming
6 I will recommend others to
change for streaming online
media platform because of the
convenience and broad content
provided
7 I would really like to watch
movies through streaming online
media platform with my friends
which can watch the same thing
from their own location at the
same time
Section F: Security of Payment Gateway
2021)
The following items are to determine the relationship between security of payment gateway
with customer preferences and engagement on streaming online media platform services in
Malaysia. Please choose the most appropriate answer.

Disagree l Agree
media platform services protects
any data regarding my payment
2 I believe that streaming online
media platform has provide the
high security of payment for its
subscribers
3 I trust streaming online media
platform will protect and do not
misuse any of my personal
information
media platform will ensure my
transaction are safe
5 With high security payment
gateway have solve my concern
about cyberattack or hacking on
my streaming online media
account
6 The security of payment gateway
in streaming online media
platform will response or notify
any inquiries/issues regarding
payment immediately through
email and etc
7 The online payment gateway for
will provide the user-friendly
services and variety of method
with responsive interface for the
user
Section G: Variety of Contents and Subtitle Languages Offered
2021)
The following items are to determine the relationship between variety of contents and
subtitle languages offered with customer preferences and engagement on streaming online
media platform services in Malaysia. Please choose the most appropriate answer.

Disagree l Agree
1 I like broad choices of channels
or entertainment shows on
streaming online media
platforms
2 The streaming online media
platforms has provided the clear
and accurate subtitle for the
viewers
3 With the varieties of languages
and content offers, I would learn
for a new skills and knowledge
through streaming online media
platforms
4 The use of subtitle will attract
the viewer attention from variety
of races (Malay, Indian, Chinese
and etc) to watch movie via
streaming online platforms, so
the brand could broaden their
target segmentation
5 Sometimes, I will lose track on
the movie that have been watch,
with the feature of suggestion on
platforms, it recommended and
track me with similar genre or
movies
6 Variety of content not just for
adults but for kids like cartoon
and anime is the reason
platforms is the best choice for
everyone
7 I would engaged to my current
for the variety of content and
languages offered because it
always fulfil my satisfaction and
meet my expectations
- Thank you for your time -

Group 12

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DETERMINANTS ON CUSTOMER ENGAGEMENT IN STREAMING

ONLINE MEDIA PLATFORMS BASED ON THE USERS’ PREFERENCE

As final year students of UniKL Business School in Bachelor of Business Administration

No Question Strongly Disagree Neutra Agree Strongly

No Question Strongly Disagree Neutra Agree Strongly

No Question Strongly Disagree Neutra Agree Strongly

No Question Strongly Disagree Neutra Agree Strongly

No Question Strongly Disagree Neutra Agree Strongly

No Question Strongly Disagree Neutra Agree Strongly

- Thank you for your time -

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