Factors influencing the user behavior of Faculty of Management Science Bansomdejchaopraya Rajabhat University's website

Abstract

ABSTRACT

            The purposes of this research are to study the 1) demographic characteristics of internet users including gender, age and level of education (including current students), location of use and experience of using internet; 2) behaviors of internet users toward the official website of the Faculty of Management Science, Bansomdejchaopraya Rajabhat University including the frequency of use, duration of use at a time and period of use; 3) the 5 aspects of internet users’ attitudes toward the official website of the Faculty of Management Science, Bansomdejchaopraya Rajabhat University including content, design, links, interaction and time; and 4) relationship between internet users’ attitudes and  users’ behaviors toward the official website of the Faculty of Management Science. The research samples were composed of 384 users. The data collection was conducted using the online questionnaire embedded on the official website of the Faculty of Management Science, Bansomdejchaopraya Rajabhat University (ms.bsru.ac.th), where the internet users could directly respond to questions. The Statistical Package for the Social Science (SPSS) was used to analyze the gathered data. The statistic methods used to analyze the data were percentage, mean and standard deviation. The statistics used for hypothesis testing were t-test, one-way ANOVA, Scheffe’s test, multiple regression analysis and Pearson product moment correlation coefficient.

            The results were as follows:

            1) The majority of respondents were female, aged 15-24 years holding bachelor degree, access to the internet from office/educational institution and experienced in using internet for 1-3 years. 

            2) The internet users’ behaviors toward the official website of the Faculty of Management Science, Bansomdejchaopraya Rajabhat University, in terms of the frequency of using the website was at 3-4 times per week. The duration of using the website at a time was 31 minutes to 1 hour. The period when the respondents accessed the most was 12:01-17:00 (afternoon).

            3) The attitudes toward the content, design and links of official website of the Faculty of Management Science, Bansomdejchaopraya Rajabhat University were at very good level and attitudes toward interaction and time were at good level.

            4) The results of the relationship between internet users’ attitudes and users’ behaviors toward the official website of the Faculty of Management Science were divided according to the 5 aspects of attitudes. First, the content was reliable. Second, the interaction in terms of controlling the animation of the news on the first page of the website was easy. Third, the fast time used for downloading had quite low relationship with users’ behaviors toward the official website of the Faculty of Management Science, in terms of average of time using the website at a time; the time and users’ behaviors also had opposite relationship. In other words, if the reliability of content had improved, the time used for downloading would have been faster; but the average of time using the website had remained constant. This showed that users’ needed only their desired information. Finally, there was no relationship found among the design, link and the users’ behaviors toward the official website of the Faculty of Management Science.