Determinants of intention to use websites : a case study of 3 leading sites in Thailand

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2008
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Assumption University
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eng
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application/pdf
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Assumption University. Martin de Tours School of Management and Economics
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AU Journal of Management 6, 2 (July-December 2008), 46-59
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Abstract
This study examined the determinants of the intention to use websites in Thailand. The websites investigated were the 3 leading websites in Thailand namely sanook.com, kapook.com, and manager.co.th. This study also aimed to explore the relationship between information quality, system quality, service quality, playfulness, and intention to use the websites. The result of this study showed that there was a significant relationship between the determinants dimension of intention to use the websites and intention to use three websites. Sanook.com s determinants had stronger positive relationship with the intention to use than the other two websites 'determinants. The study concluded that all three websites should concentrate on a.II the determinants dimensions to improve their websites to increase consumers ' intention to use their website.
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In English ; only abstract in English
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