Proceedings | Strategy and Innovation area | Year 2011 | |
Technology Adoption And Diffussion Of Innovation: Examining E-Newspaper In Bangkokby Chawin Srichot; Nakarin Thongla; Suchada Kunentrasai; Nathasit Gerdsri | |
The 3rd Thailand Technology and Innovation Management Associate in
Thailand June 2011 182-187 |
AbstractThis paper presents key factors affecting the adoption of e-newspaper services. The study includes the literature review, the interviews with the management of leading newspaper publishers in Thailand, and the questionnaire survey with the target consumers in Bangkok. The results of factor analysis indicate that technology readiness and news content are the two significant factors affecting the consumer’s decision in using e-newspaper services. The outcomes of this finding can also be used by the newspaper publishers in redesigning its organization and operation process.
Keywords: Innovation Examining |