• Journal of Information Technology Applications and Management
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• 제20권3호
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• pp.19-30
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• 2013

The objective of this research is to identify a web portal's specific functions and layouts that are aligned with personality trait of an individual internet user. This first stage of the overall research project intends to check whether the research instrument, namely the NEO Five Factors Inventory (NEO-FFI), is applicable to assess the personality traits of Thai internet users. Based on these personality traits, text-based description of functions/layouts of a web portal was developed and given to professional designers to mock up example web portal pages. These web portal pages were in alignment with individual personality traits. Rating data on the functions/layouts corresponding to individual personality traits were collected from an online survey of 207 Thai internet users. Results showed that respondents gave more consistent rating to the functions/layouts close to their individual personality traits identified in the text-based descriptions than in the mocked-up web portal pages.

• Journal of Information Technology Applications and Management
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• 제17권3호
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• pp.43-56
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• 2010

Completely Automated Public Turing test to tell Computers and Humans Apart or CAPTCHA has received remarkable attention. Deciphering distorted texts is still a human task. The current CAPTCHA mainly requires users to read English alphabets. As such, Thai CAPTCHA may be the choice for Thai online practitioners. However, no published work has examined how Thai online practitioners perceive CAPTCHA. This study thus attempts to fill this void. Based on the 112 number of usable online questionnaire submission, Thai online practitioners are all aware of CAPTCHA. Also, nine out of ten samples identified correctly the prime benefits of CAPTCHA. Using exploratory factor analysis, their attitude towards CAPTCHA was classified into two dimensions. They perceived (1) drawback of general CAPTCHA and (2) feasibility of Thai CAPTCHA. In addition to extending our insight into application of CAPTCHA, policy-makers responsible for electronic commerce in Thailand could initiate plans in response to Thai online practitioners' perception.

• Journal of Smart Tourism
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• 제3권4호
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• pp.5-15
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• 2023

With the growing trend of online global market, customers have further technological capabilities in searching for information and online shopping on the Internet. In addition, electronic word-of-mouth (eWOM) is a significant factor that influences customer purchase intention. However, the perspective of online users on hotel websites is still in its infancy, especially in various cultural contexts. The current study examined a theoretical framework of hotel websites to understand how online users perceive the importance of hotel websites with regard to influencing purchase intention, within the content of Thai online users through an online questionnaire survey. Findings show that usability positively influences online Thai users' satisfaction. Moreover, eWOM has a significant positive influence on satisfaction, but eWOM has an indirect effect on the intention to purchase. Practical implications are further discussed.