Analyzing the Role of Peer Influence on Video Streaming Platform Consumption among UPLB CEM Students

Date

6-2025

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Ma. Nova R. Nguyen

Committee Member

Jefferson A. Arapoc, Gideon P. Carnaje, Maria Angeles O. Catelo

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For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

This study examines the role of peer influence in shaping video streaming platform consumption among students of the College of Economics and Management (CEM) at the University of the Philippines Los Baños. As digital media becomes increasingly social, understanding peer dynamics is essential. Grounded in interdependent utility theory, the research explores how peer recommendations and shared norms affect students’ streaming habits. Using data from 149 CEM students collected through an online survey, the study employed descriptive statistics and multiple linear regression to analyze the impact of various factors, including peer influence, ease of use, content variety, flexibility, device availability, subscription cost, and socio-demographic characteristics. Peer influence was measured using validated Likert-scale items and categorized into high and low groups through a median split. Findings show that peer influence had a positive and statistically significant effect on streaming hours, emphasizing its central role in digital media consumption. Other factors such as ease of use, content variety, and flexibility exhibited non-significant results. Interaction analysis revealed that higher-income students were more responsive to subscription costs, and that peer influence moderated cost sensitivity, with highly influenced students maintaining or increasing consumption despite rising expenses. The study contributes to the limited literature on socially influenced media use in Philippine academia, highlighting how social dynamics and economic factors jointly shape digital engagement.

Language

English

LC Subject

Peer pressure, Streaming video, Consumption (Economics)

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 E2 C36

Notes

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Document Type

Thesis

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