IDEAS home Printed from https://ideas.repec.org/a/ers/ijebaa/vixy2021i2p374-393.html
   My bibliography  Save this article

An Investigation of Factors Affecting Intention to Comply Thailand PDPA with E-Services in Private University towards Social Media

Author

Listed:
  • Kitikorn Dowpiset
  • Chompu Nuangjamnong

Abstract

Purpose: This study attempts to analyze the intention to comply Thailand PDPA via social media. Design/Methodology/Approach: The proposed model includes seven constructs, perceived ease of use, perceived usefulness, trust to e-Services of private universities, attitude toward behavior, social media usage, permission-based acceptance, and intention to comply. The sample (n = 425) was collected from online questionnaires by using simple random sampling and stratified random sampling in probability sampling. In this research, a questionnaire contains 40 sub-items. Then, SEM is used as a research technique to analyze data. Findings: Seven factors have directly influence users’ intention to comply with Thailand PDPA within e-Services in private universities towards social media platforms. Perceived usefulness, permission-based acceptance, attitude toward behavior, trust in e-Services, social media usage, and perceived ease of use have a direct positive effect on the intention to comply with Thailand PDPA within e-Services. Meanwhile, permission-based acceptance plays an intermedia core role in the model, which both trust in e-Services and social media usage have a direct positive effect on permission-based acceptance toward intention to comply with Thailand PDPA within e-Services in private universities towards social media platforms. Practical Implications: The study recommends that the university board including the president, vice president, dean, faculty members, managers, and social media specialists keep users in mind offering them useful information and services and have trustworthy behavior to comply with Thailand PDPA. Originality/Value: This study identifies the value and degree of factors affecting intention to comply with Thailand PDPA with e-Services in private universities towards social media.

Suggested Citation

  • Kitikorn Dowpiset & Chompu Nuangjamnong, 2021. "An Investigation of Factors Affecting Intention to Comply Thailand PDPA with E-Services in Private University towards Social Media," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 374-393.
    • Handle: RePEc:ers:ijebaa:v:ix:y:2021:i:2:p:374-393
    as

    Download full text from publisher

    File URL: https://www.ijeba.com/journal/709/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kieran Mathieson, 1991. "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior," Information Systems Research, INFORMS, vol. 2(3), pages 173-191, September.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    4. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
    5. Orth, Ulrich R. & Green, Mark T., 2009. "Consumer loyalty to family versus non-family business: The roles of store image, trust and satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 248-259.
    6. O’Cass, Aron & Carlson, Jamie, 2012. "An e-retailing assessment of perceived website-service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth," Australasian marketing journal, Elsevier, vol. 20(1), pages 28-36.
    7. Filieri, Raffaele & Alguezaui, Salma & McLeay, Fraser, 2015. "Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth," Tourism Management, Elsevier, vol. 51(C), pages 174-185.
    8. Krafft, Manfred & Arden, Christine M. & Verhoef, Peter C., 2017. "Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 39-54.
    9. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    10. O’Connor, Kimberly W. & Schmidt, Gordon B. & Drouin, Michelle, 2016. "Helping workers understand and follow social media policies," Business Horizons, Elsevier, vol. 59(2), pages 205-211.
    11. Tao Tony Gao & Andrew J. Rohm & Fareena Sultan & Margherita Pagani, 2013. "Consumers un-tethered : A three-market empirical study of consumers' mobile marketing acceptance," Post-Print hal-02313086, HAL.
    12. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    13. Alambaigi, Amir & Ahangari, Ismael, 2016. "Technology Acceptance Model (TAM) As a Predictor Model for Explaining Agricultural Experts Behavior in Acceptance of ICT," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 6(2), June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lombardi, Alessia & Carfora, Valentina & Cicia, Gianni & Del Giudice, Teresa & Lombardi, Pasquale & Panico, Teresa, 2017. "Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(01), pages 1-18, January.
    2. Anastasios-Ioannis Theocharidis & Maria Argyropoulou & George Karavasilis & Vasiliki Vrana & Evangelos Kehris, 2020. "An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media," Sustainability, MDPI, vol. 12(21), pages 1-20, October.
    3. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    4. Hasan, Rajibul & Lowe, Ben & Petrovici, Dan, 2020. "Consumer adoption of pro-poor service innovations in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 121(C), pages 461-475.
    5. Venkatesh, Viswanath & Maruping, Likoebe M. & Brown, Susan A., 2006. "Role of time in self-prediction of behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 100(2), pages 160-176, July.
    6. Garima Malik & A. Sajeevan Rao, 2019. "Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy," Information Technology & Tourism, Springer, vol. 21(4), pages 461-482, December.
    7. Riffat Ara Zannat Tama & Md Mahmudul Hoque & Ying Liu & Mohammad Jahangir Alam & Mark Yu, 2023. "An Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Examining Farmers’ Behavioral Attitude and Intention towards Conservation Agriculture in Bangladesh," Agriculture, MDPI, vol. 13(2), pages 1-22, February.
    8. Borhan, Muhamad Nazri & Ibrahim, Ahmad Nazrul Hakimi & Miskeen, Manssour A. Abdulasalm, 2019. "Extending the theory of planned behaviour to predict the intention to take the new high-speed rail for intercity travel in Libya: Assessment of the influence of novelty seeking, trust and external inf," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 373-384.
    9. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    10. Attahiru Gana, Matthew, 2018. "Personalization Of Tourism Services Through Locationbased Social Network In Nigeria," Ilorin Journal of Business and Social Sciences, Faculty of Social Sciences, University of Ilorin, vol. 20(1), pages 104-117, March.
    11. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    12. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.
    13. Rahman Ummeh Habiba Faria Benteh & Zafar Muhammad Khubaib, 2020. "Factors Influencing Uber Adoption In Bangladesh And Pakistan," Open Economics, De Gruyter, vol. 3(1), pages 86-97, January.
    14. Keen, C. & Wetzels, M., 2001. "Exploring the Preference Structure for Online and Traditional Retail Formats," Working Papers 01.18, Eindhoven Center for Innovation Studies.
    15. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    16. Ying, Shiyi & Huang, Youlin & Qian, Lixian & Song, Jinzhu, 2023. "Privacy paradox for location tracking in mobile social networking apps: The perspectives of behavioral reasoning and regulatory focus," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    17. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    18. van Hoesel, C.P.M. & Goossens, J.H.M. & Kroon, L.G., 2001. "A branch-and-cut approach for solving line planning problems," Research Memorandum 016, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    19. Leung, Louis & Chen, Cheng, 2019. "E-health/m-health adoption and lifestyle improvements: Exploring the roles of technology readiness, the expectation-confirmation model, and health-related information activities," Telecommunications Policy, Elsevier, vol. 43(6), pages 563-575.
    20. Banu Demirel & Ayça Kübra Hızarcı Payne, 2018. "Social Innovation Adoption Behavior: The Case of Zumbara," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 15(02), pages 1-19, April.

    More about this item

    Keywords

    Personal Data Protection Act (PDPA); attitude toward behavior; perceived ease of use; perceived usefulness; trust to e-services; social media usage; permission-based acceptance; intention to comply.;
    All these keywords.

    JEL classification:

    • H2 - Public Economics - - Taxation, Subsidies, and Revenue
    • H21 - Public Economics - - Taxation, Subsidies, and Revenue - - - Efficiency; Optimal Taxation
    • J54 - Labor and Demographic Economics - - Labor-Management Relations, Trade Unions, and Collective Bargaining - - - Producer Cooperatives; Labor Managed Firms
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:ijebaa:v:ix:y:2021:i:2:p:374-393. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ijeba.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.