Acceptance of Thai Domain Names Among Internet users in Thailand
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Abstract
This research aims to study factors affecting the acceptance of Thai domain names and makes recommendations on how to increase the use of Thai domain names. The results of this study provide a comprehensive overview of the acceptance of Thai domain name usage. The current findings contribute to service planning, utilization improvement, and development of means to achieve societal acceptance of Thai domain names.
The study uses a questionnaire survey to gather information from 800 Internet users, and in-depth interviews with entrepreneurs from two groups of businesses: the businesses using Thai domain names and Thai website names and those without an experience of using them are conducted.
According to the findings, the majority of the sample group did not know Thai domain names of state agencies or their Thai email addresses. However, they had an experience using state welfare websites with Thai domain names. In terms of positive factors, the findings showed that the sample group had a high level of agreement that relative advantage and perceived ease of use affected their acceptance of Thai domain names and had a moderate level of agreement that compatibility, ability to try and observe, and perceived usefulness affected their acceptance. In terms of a negative factor, the sample group had a high level of agreement that complexity affected their acceptance of Thai domain names. The sample group also showed a moderate level of intention to use Thai domain names and Thai email addresses. In addition, a regression analysis to estimate the relationships between those factors and the intention to use showed that the relative advantage, perceived ease of use, and compatibility could explain the intention to use at 58.40 percent (R2 = 0.584).
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