The aim of this paper is to identify the differences in value structures of mobile Internet usage between Thailand and Indonesia. Data obtained from a survey in 2013 and analyse by using a multiple regression. The results of this study indicate that functional value, emotional value, social value, and the monetary value can simultaneously affect satisfaction for both Indonesia and Thailand. From the results of multiple regression-tests for Indonesia functional value, emotional value, social value, and monetary value significantly affect satisfaction. Results for Thailand indicate that functional value, social value, and monetary value significantly affect satisfaction. The emotional value does not affect the satisfaction. The results of the t-test showed that the functional value, emotional value, social value and monetary value between Indonesia and Thailand are different. The results of these differences are influenced by the perceptions of respondents in Indonesia and Thailand to the different mobile Internet usage pattern. In this case it turns out different cultures influence the way in perceiving the use of different technologies, especially in the mobile Internet usage pattern.
Chalita Srinuan, King Mongkut’s Institute of Technology Ladkrabang, Thailand
Ranti Yulia Wardani, STIE YKPN, Indonesia
Stream: Social Aspects of Mobile Technology
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