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Culture in Thai Society and Online Virtual Communities

Culture in Thai Society and Online Virtual Communities

Graham Kenneth Winley, Tipa Sriyabhand
Copyright: © 2020 |Volume: 12 |Issue: 1 |Pages: 16
ISSN: 1935-5661|EISSN: 1935-567X|EISBN13: 9781799805496|DOI: 10.4018/IJICTHD.2020010102
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MLA

Winley, Graham Kenneth, and Tipa Sriyabhand. "Culture in Thai Society and Online Virtual Communities." IJICTHD vol.12, no.1 2020: pp.24-39. http://doi.org/10.4018/IJICTHD.2020010102

APA

Winley, G. K. & Sriyabhand, T. (2020). Culture in Thai Society and Online Virtual Communities. International Journal of Information Communication Technologies and Human Development (IJICTHD), 12(1), 24-39. http://doi.org/10.4018/IJICTHD.2020010102

Chicago

Winley, Graham Kenneth, and Tipa Sriyabhand. "Culture in Thai Society and Online Virtual Communities," International Journal of Information Communication Technologies and Human Development (IJICTHD) 12, no.1: 24-39. http://doi.org/10.4018/IJICTHD.2020010102

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Abstract

Cultural characteristics of an online virtual community (VC) are compared with cultural characteristics of Thai society (TS). Cultural characteristics are analyzed using Hofstede's dimensions and data from a sample of 369 Thai citizens who are active members of a VC. Also, associations between cultural characteristics and personal characteristics (gender, age, education, VC experience, and work position) were examined in both contexts. The findings indicate (1) individualism, masculinity, and indulgence are more evident in TS than in a VC; (2) in a VC, there were no significant differences between males and females. In TS, males placed more emphases on power distance and uncertainty avoidance and less on long term orientation; and (3) in a VC, only age and experience were associated significantly with cultural dimensions. In TS, work position was the only characteristic that was not associated significantly with cultural dimensions. Practical implications of the findings are discussed.

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