INTERNET USAGE AMONG SABAH CIVIL SERVANTS AND IT’S IMPACT ON THEIR CONSUMERS BEHAVIOR

Abstract

The Malaysian government from the end of the twentieth century till now in the early twenty first century is consistent in trying to make the usage of the information communication technology (ICT) as a way of life. It hopes that with the usage of Internet and the many social media programs relationship between civil servants and with the general or target public can be greatly enhanced. As one of the twelve National Key Economic Areas of the Economic Transformation Program (ETP) the Malaysian government has outlined the expansion and development of communication infrastructure. The Wireless Broadband Network (WBN) is recommended as the technology to enable wireless broadband access to the rural folks. Promoting ICT usage as a way of life has been aggressively campaigned by the Federal Government since the start of the Internet era. It is expected that the civil servants should be among the first consumers to embrace ICT as compared to other citizens. This article researched the usage of the Internet by civil servants and to discover whether it have impacted their behaviour as consumers. The research used random sampling method with prepared questionnaires. It utilised the uses and gratifications theory (UGT), the respondents’ centred approach to understand why and how the civil servants utilised the Internet to meet their needs. Altogether 12 government agencies in Sabah comprising 316 respondents from the top to the lowest grades participated. The findings revealed that Sabah civil servants nearly fully embrace the Internet and its impact on their consumer behaviour is significant. They are increasingly spending more time on the Internet via the social media to socialise, enhancing their knowledge, buying online and even trying to earn extra income.