Factors Influencing the Acceptance of Web-Based Online Education for Thai Educators: Impact of Thai Culture and Values

Factors Influencing the Acceptance of Web-Based Online Education for Thai Educators: Impact of Thai Culture and Values

Orasa Tetiwat (Victoria University of Wellington, New Zealand) and Sid L. Huff (Victoria University of Wellington, New Zealand)
Copyright: © 2003 |Pages: 31
DOI: 10.4018/978-1-59140-056-1.ch011
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Abstract

Online education has become widely used and accepted in many universities, especially in North America and Europe, since in the early 1990s. However, its adoption and use in developing countries such as Thailand is at an earlier stage. Many Thai educators are still hesitant to deploy online education for their courses. Many factors affect their decisions to accept online education. Thus, there is a need for research in this area so that educators can plan and prepare in deploying online education. The main objective of this chapter is to investigate the factors that influence Thai educators in accepting online education and highlight how Thai culture and values have an effect on these influencing factors. The framework of this study is based on three adoption and acceptance theories: the Diffusion of Innovation theory (DOI), the Technology Acceptance Model (TAM), and the Theory of Planned Behavior (TPB). In-depth interviews were conducted with 22 Thai educators who have used or managed online courses in 12 Thai universities. The findings indicate that the five most influential factors are control beliefs regarding availability of technology, cost of computer technology and Internet access, and accessibility to technology and behavioral beliefs regarding compatibility, and relative advantage. Other important factors (from top six to top ten ranking) include the user’s attitude towards IT, the behavioral beliefs concerning student demand, complexity of online education and trialability, as well as the control belief concerning institutional policy. Less influential factors include control beliefs regarding government policy, management support, ethical considerations, and language barrier, as well as the normative beliefs regarding group influence. Influencing factors that are impacted by Thai culture and values are compatibility, group influence by supervisors, management support and institution’s policy, government policy, and language barrier.

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Table of Contents
Preface
Theerasak Thanasankit
Acknowledgments
Theerasak Thanasankit
Chapter 1
Brian J. Corbitt
This chapter is concerned with the way globalization, culture and e-business are interacting in the world economic environment to produce globalized... Sample PDF
Globalization, Culture and E-Business
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Chapter 2
O. Chieochan, D. Lindley, T. Dunn
Agriculture is important to the Thai economy, contributing about 17 percent to the Thai GNP. It accounts for about 34 percent of all exports... Sample PDF
The Adoption of Information Technology: A Foundation of E-Commerce Development in Thai Culture
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Chapter 3
Wei-Chang Kong
This chapter analyzes why small to medium enterprises (SMEs) in Singapore have or have not adopted electronic commerce, and explains issues... Sample PDF
The Implementation of Electronic Commerce in SMEs in Singapore
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Chapter 4
Joseph Kabalimu, Brian Corbitt, Theerasak Thanasanakit
This chapter is concerned with how Tanzania has been socially and economically affected by post-colonialism at a policy level as well as at an... Sample PDF
Implementing IT Policy and the Bedevilment of Post-Colonialism - A Case Study in Tanzania
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Chapter 5
Gary S.C. Pan, Donal Flynn
This paper serves as a stimulus to investigators to examine the role project postmortem analyses plays in learning from abandoned electronic... Sample PDF
Gaining Knowledge from Post-Mortem Analysis to Eliminate Electronic Commerce Project Abandonment
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Chapter 6
Pradipta K. Sarkar, Jacob L. Cybulski
The advent of the World Wide Web (WWW) and the emergence of Internet commerce have given rise to the web as a medium of information exchange. In... Sample PDF
Analysis of Cultural Conflict in the Development of Web-Enabled Information Systems
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Chapter 7
Chia Yao Lee, Wei-Chang Kong
E-commerce is often associated with the buying and selling of consumer products over the Internet. While this narrow definition of e-commerce is... Sample PDF
Stakeholder Relationships and Electronic Commerce: A Comparison of Singapore and Australia
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Chapter 8
Konrad Janusz Peszynski
This chapter aims to report what issues of trust apply to the Mäori Internet shopper. Mäori arrived in New Zealand from the Pacific about a thousand... Sample PDF
Trust in B2C E-Commerce: The New Zealand Maori Internet Shopper
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Chapter 9
Arunee Intrapairot, Anongnart Srivihok
Small and medium enterprises (SMEs) in Thailand are fundamental business units spread all over the country. Since the severe economic crisis (i.e.... Sample PDF
The E-Commerce of SMEs in Thailand
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Chapter 10
Amnuay Ekasdornkorn, Brian Corbitt, Utomporn Phalavonk
Online payments in electronic commerce (e-commerce) are usually carried out with credit cards because they are the most convenient to use. Web sites... Sample PDF
Micropayments for E-Commerce Transactions: A Solution to Credit Card Use in Thailand
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Chapter 11
Orasa Tetiwat, Sid L. Huff
Online education has become widely used and accepted in many universities, especially in North America and Europe, since in the early 1990s.... Sample PDF
Factors Influencing the Acceptance of Web-Based Online Education for Thai Educators: Impact of Thai Culture and Values
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Chapter 12
Jeffrey Hsu
The potential for the Internet and e-commerce in China and Chinese-speaking nations (including Hong Kong, Taiwan and Singapore) is huge. Many... Sample PDF
Chinese Culture and Internet E-Commerce
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About the Authors