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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