Modelling the Adoption and Use of Internet Technologies in Higher Education in Thailand

Abstract

With a penetration rate of only about 13%, Internet usage in Thailand is lower than the world average, and is much less than the US and Australia where Internet penetration is over 70%. There are a number of approaches to modelling technology adoption, and this chapter describes a research project that modelled adoption of Internet technology by academics in Business Schools in Public Universities in Thailand. In the Internet adoption research outlined in this chapter, formulation of the research model was based mainly on TAM and its derivatives, survey methodology was used to collect primary data from academics in Thailand and analysis was performed using Structural Equation Modelling (SEM). The result was the generation of a research model: ‘The Internet Acceptance Model’ which demonstrates that only perceived usefulness, perceived ease of use and self-efficacy significantly influenced actual usage behaviour in this case.