The New Face of Internet User Typology: The Case of Thailand

Abstract : As the number of Internet users grows rapidly, the way users access the Internet and their behavior change. This study focuses on Internet user typology, which is an area that has not been recently examined. The research explores whether the Internet user typology specified in previous li...

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Autor principal:	Krairit,Donyaprueth
Lenguaje:	English
Publicado:	Universidad de Talca 2018
Materias:	Internet User Typology Self-satisficing Self-satisficing Internet Users Categories of Internet Users New Groups of Internet Users
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000200106
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spelling	oai:scielo:S0718-187620180002001062018-06-15The New Face of Internet User Typology: The Case of ThailandKrairit,Donyaprueth Internet User Typology Self-satisficing Self-satisficing Internet Users Categories of Internet Users New Groups of Internet Users Abstract : As the number of Internet users grows rapidly, the way users access the Internet and their behavior change. This study focuses on Internet user typology, which is an area that has not been recently examined. The research explores whether the Internet user typology specified in previous literature is still applicable in the present and, if not, what has changed. The results reveal that the previous way of categorizing users into several types based on their activities alone is no longer applicable. Consequently, the researcher proposed a new methodology to group users based on applications and the frequency of accessing them, coupled with the use of demographic data. The survey-based cluster analysis shows four Internet user types in Thailand. Only one group is similar to previous literature, which is the non-users. In addition, there are three new groups of users that have characteristics that are completely different from the typologies in the previous literature. The most interesting and unexpected finding is the new type of user that the researcher calls the self-satisficing group, the name of which could be related to the concept of satisficing theory in economics.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.13 n.2 20182018-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000200106en10.4067/S0718-18762018000200106
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Internet User Typology Self-satisficing Self-satisficing Internet Users Categories of Internet Users New Groups of Internet Users
spellingShingle	Internet User Typology Self-satisficing Self-satisficing Internet Users Categories of Internet Users New Groups of Internet Users Krairit,Donyaprueth The New Face of Internet User Typology: The Case of Thailand
description	Abstract : As the number of Internet users grows rapidly, the way users access the Internet and their behavior change. This study focuses on Internet user typology, which is an area that has not been recently examined. The research explores whether the Internet user typology specified in previous literature is still applicable in the present and, if not, what has changed. The results reveal that the previous way of categorizing users into several types based on their activities alone is no longer applicable. Consequently, the researcher proposed a new methodology to group users based on applications and the frequency of accessing them, coupled with the use of demographic data. The survey-based cluster analysis shows four Internet user types in Thailand. Only one group is similar to previous literature, which is the non-users. In addition, there are three new groups of users that have characteristics that are completely different from the typologies in the previous literature. The most interesting and unexpected finding is the new type of user that the researcher calls the self-satisficing group, the name of which could be related to the concept of satisficing theory in economics.
author	Krairit,Donyaprueth
author_facet	Krairit,Donyaprueth
author_sort	Krairit,Donyaprueth
title	The New Face of Internet User Typology: The Case of Thailand
title_short	The New Face of Internet User Typology: The Case of Thailand
title_full	The New Face of Internet User Typology: The Case of Thailand
title_fullStr	The New Face of Internet User Typology: The Case of Thailand
title_full_unstemmed	The New Face of Internet User Typology: The Case of Thailand
title_sort	new face of internet user typology: the case of thailand
publisher	Universidad de Talca
publishDate	2018
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000200106
work_keys_str_mv	AT krairitdonyaprueth thenewfaceofinternetusertypologythecaseofthailand AT krairitdonyaprueth newfaceofinternetusertypologythecaseofthailand
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The New Face of Internet User Typology: The Case of Thailand

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