The Role of a Modified Technology Acceptance Model in Explaining Internet Usage in Higher Education in Thailand

This article describes research which modelled adoption of Internet technology by academics in Business Schools in Public Universities in Thailand. It begins by reviewing prominent theories of technology acceptance. Formulation of the research model was based mainly on TAM and its derivatives. Survey methodology was used to collect primary data from academics in Thailand and the survey yielded 455 usable questionnaires. Analysis was performed using Structural Equation Modelling. The study generated a research model: ‘The Internet Acceptance Model’ which demonstrates that only perceived usefulness, perceived ease of use and self-efficacy significantly influence actual usage behaviour. This model is found to be both parsimonious and theoretically justified. Significantly, not only is it capable of specifying general determinants of Internet acceptance and usage in higher education but it can also be used and applied to explain or predict individual behaviour across a broad range of Internet technologies and user groups