The purpose of this study is to identify the significant factors influencing the intention of consumers from Thailand and the United States of America to purchase legal video streaming services. This quantitative study used the theory of planned behavior, as well as convenience sampling, to investigate consumers’ intention to purchase streaming services based on behavior; the responses were gathered from 400 respondents (200 respondents from Thailand and 200 respondents from the U.S.). Independent variables presumed to affect intention to purchase are product/service attributes, attitude towards behavior, moral judgment, subjective norms, and perceived behavior control. Descriptive analysis, reliability analysis, and stepwise multiple regression analysis were used to analyze the respondents’ data. The results show that perceived behavior control affects the purchasing intent of both Thai and American consumers; however, moral judgment affects the purchasing intent of Thai consumers more significantly, while attitude towards behavior has a greater effect on the purchasing intent of American consumers.