Factors Influencing the Acceptance of English Language Learning Websites: An Empirical Study in Bangkok, Thailand

Mathumis Limsuwan, Taweep Promyoo

ABSTRACT:

This study investigates the factors influencing the acceptance of English language learning websites among residents of Bangkok, Thailand. Using the Technology Acceptance Model (TAM) as the primary theoretical framework, the research evaluates the impact of demographic variables, technology-related factors, and website quality on user adoption. A quantitative survey approach was employed, gathering data from 400 respondents using structured questionnaires. The findings reveal that younger users, particularly those aged 18-34, are the most active adopters due to greater digital literacy and familiarity with online platforms. Perceived usefulness (PU) and perceived ease of use (PEOU) emerged as the strongest predictors of adoption, confirming the central tenets of TAM. Additionally, website quality, particularly content relevance and service quality, significantly affected user engagement. Regression analysis demonstrated that educational attainment and income also play key roles in determining platform adoption. The study concludes with actionable recommendations for developers, policymakers, and educators, emphasizing personalized learning content, improved platform design, and the promotion of digital literacy through policy initiatives. Limitations related to geographic scope and data collection time are acknowledged, with suggestions for future research, including longitudinal and cross-cultural studies within the ASEAN region.

KEYWORDS: Technology Acceptance Model (TAM), English Language Learning Websites, User Acceptance, Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Website Quality, Digital Learning, E-Learning Adoption, Educational Technology, Bangkok, Thailand.

DOI: 10.62788/Nn433XB

PUBLISHED IN: ICCMETS Conference Proceedings 2024

DATE OF CONFERENCE: October 21 - 22, 2024

CONFERENCE LOCATION: Singapore

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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