Online education adoption in Thailand: Pilot study using DPTB

Bussagorn Leejoeiwara; Thanawan Phongsatha

doi:10.51200/jpp.v4i1.8190

Authors

Bussagorn Leejoeiwara Assumption University of Thailand
Thanawan Phongsatha Assumption University of Thailand

DOI:

https://doi.org/10.51200/jpp.v4i1.8190

Keywords:

online education, Diffusion of Innovation (DOI), Decomposed Theory of Planned Behavior (DPTB)

Abstract

Online education has become strategic means for internationalization to educational institutions worldwide. Attributable to the forces of globalization and Information and Communication Technology, the technological innovations such as Internet, mobility, and social media tools have facilitated student-centered learning, enabling lifelong learning, and extending access to education more widely in the current borderless network, social computing paradigm. Online education is believed, has the power to transform the educational industry landscape globally. However, there is a lack of consumer's insight and empirical evidence with regards to the perception towards online education adoption especially in developing countries such as Thailand. This study aims to explore determinants of online education adoption based upon integrated model of Diffusion of Innovation and the Decomposed Theory of Planned Behavior. Quantitative research method is employed for data collection from a sample of 428 students in Thailand. Data was analyzed using Multiple Regression, and results are then discussed with implications.

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