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Using Control Theory to Explain Differences in Internet Usage: An empirical study of Thai consumers in Bangkok |
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| รหัสดีโอไอ | |
| Creator | Jul Thanasrivanitchai |
| Title | Using Control Theory to Explain Differences in Internet Usage: An empirical study of Thai consumers in Bangkok |
| Contributor | Randall Shannon, George P. Moschis, Waranpong Boonsiritomachai4 |
| Publisher | KASETSART BUSINESS SCHOOL |
| Publication Year | 2564 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 15 |
| Journal No. | 22 |
| Page no. | .41-72 |
| Keyword | Older consumers, consumer behaviour, Internet adoption, control theory, goal engagement |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | http://journal.bus.ku.ac.th/ |
| ISSN | 1906-0254 (print) 2539-6250 (online) |
| Abstract | This paper investigates the effect of different strategies consumers employ when they use the Internet to accomplish goals in life. Many individuals who believe that technologies can help them solve problems and accomplish goals in their daily lives invest time and effort into using the Internet.It explores differences in the context of control theory, which explains behaviour on the basis of strategies consumers use to control outcomes in their lives. We suggest that control theory is appropriate for exploring the factors that can explain individuals response to the Internet as this theory focuses on the individual's goal and regulatory behaviors across the life-span.The survey utilises self-administered questionnaires via convenience sampling among Thai consumers in Bangkok, Thailand. We use partial correlations to test the relationships between the four types of control strategies and frequency of Internet use. Moreover, we test the significance of the correlations between the two age groups using Fisher's Z transformations.The study findings show that Internet users who employ a selective primary control (goal engagement) strategy tend to make heavier use of the Internet, compared to their counterparts who do not employ such a strategy. Moreover, Internet users who use compensatory secondary control (goal disengagement) strategy tend to make lighter use of the Internet, compared to their counterparts who do not employ such a strategy.Our findings suggest the need for marketers to understand consumers' perceptions in order to change their Internet usage habits by employing strategies that promote goal engagement, and deter goal disengagement of these consumers. |
