FACTORS AFFECTING GEN Z’S WILLINGNESS TO PAY FOR COPYRIGHTED ONLINE MOVIE STREAMING AND MUSIC SERVICES IN HO CHI MINH CITY

Paper Id:	IJARW3093
Title:	FACTORS AFFECTING GEN Z’S WILLINGNESS TO PAY FOR COPYRIGHTED ONLINE MOVIE STREAMING AND MUSIC SERVICES IN HO CHI MINH CITY
Published in:	International Journal Of All Research Writings
Publisher:	IJARW
ISSN:	2582-1008
Volume / Issue:	Volume 7 Issue 11
Pages:	13
Published On:	5/26/2026 5:35:04 AM (MM/dd/yyyy)

Name:	Dinh Thu Quynh
Institute:	Ho Chi Minh University of Banking (HUB), Vietnam

Author Name	Author Institute

Research Area:	Management
KeyWord:	Gen Z, payment behavior, digital content, streaming, copyright.
Abstract:	In the context of the rapidly growing digital economy, copyrighted online movie streaming and music services are becoming increasingly popular in Vietnam. However, users’ willingness to pay, particularly among Generation Z, is still influenced by various factors. This study aims to identify and measure the factors affecting Gen Z’s payment behavior for copyrighted digital content services in Ho Chi Minh City. Data were collected from 316 valid survey responses and analyzed using SPSS software through techniques such as Cronbach’s Alpha, Exploratory Factor Analysis (EFA), Pearson correlation, and linear regression. The research findings indicate that six factors, namely usage habits, perceived quality, price perception, ethical awareness, risk perception, and social influence, all have significant impacts on payment behavior. Based on the findings, the study proposes several managerial implications to help businesses increase the proportion of paying users while contributing to the sustainable development of the digital content market.

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IEEE	Dinh Thu Quynh, "FACTORS AFFECTING GEN Z’S WILLINGNESS TO PAY FOR COPYRIGHTED ONLINE MOVIE STREAMING AND MUSIC SERVICES IN HO CHI MINH CITY", International Journal Of All Research Writings, vol. 7, no. 11, pp. 418-430, 2026.
MLA	Dinh Thu Quynh "FACTORS AFFECTING GEN Z’S WILLINGNESS TO PAY FOR COPYRIGHTED ONLINE MOVIE STREAMING AND MUSIC SERVICES IN HO CHI MINH CITY." International Journal Of All Research Writings, vol 7, no. 11, 2026, pp. 418-430.
APA	Dinh Thu Quynh (2026). FACTORS AFFECTING GEN Z’S WILLINGNESS TO PAY FOR COPYRIGHTED ONLINE MOVIE STREAMING AND MUSIC SERVICES IN HO CHI MINH CITY. International Journal Of All Research Writings, 7(11), 418-430.

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Manuscript
E-COMMERCE DEVELOPMENT AND ITS IMPACT ON CONSUMER PURCHASING BEHAVIOR IN VIETNAM: EVIDENCE FROM THE DIGITAL ECONOMY TRANSFORMATION
PERCEIVED ESG PERFORMANCE AND CUSTOMER BEHAVIORAL INTENTIONS IN ENGINEERING-INTENSIVE INDUSTRIES IN VIETNAM: A STRUCTURAL EQUATION MODELING STUDY

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Indian National Centre, India National Science Library, NISCAIR

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