Next Article in Journal
How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones
Previous Article in Journal
The Role of Emotions and Trust in Service Recovery in Business-to-Consumer Electronic Commerce
Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
Open AccessArticle

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

NIDA Business School, National Institute of Development Administration (NIDA), Bangkok, Thailand
J. Theor. Appl. Electron. Commer. Res. 2018, 13(2), 58-79; https://doi.org/10.4067/S0718-18762018000200106
Received: 2 April 2017 / Revised: 5 October 2017 / Accepted: 17 October 2017 / Published: 1 May 2018
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 The results reveal that the previous way of categorizing users into several types based on their activities alone is no longer applicable.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.
Keywords: internet user typology; self-satisficing; self-satisficing internet users; categories of internet users; new groups of internet users internet user typology; self-satisficing; self-satisficing internet users; categories of internet users; new groups of internet users
MDPI and ACS Style

Krairit, D. The New Face of Internet User Typology: The Case of Thailand. J. Theor. Appl. Electron. Commer. Res. 2018, 13, 58-79. https://doi.org/10.4067/S0718-18762018000200106

AMA Style

Krairit D. The New Face of Internet User Typology: The Case of Thailand. Journal of Theoretical and Applied Electronic Commerce Research. 2018; 13(2):58-79. https://doi.org/10.4067/S0718-18762018000200106

Chicago/Turabian Style

Krairit, Donyaprueth. 2018. "The New Face of Internet User Typology: The Case of Thailand" J. Theor. Appl. Electron. Commer. Res. 13, no. 2: 58-79. https://doi.org/10.4067/S0718-18762018000200106

Find Other Styles

Article Access Map by Country/Region

1
Back to TopTop