Earticle

초록

영어

The objective of this research is to identify a web portal’s specific functions and layouts that are aligned with personality trait of an individual internet user. This first stage of the overall research project intends to check whether the research instrument, namely the NEO Five Factors Inventory (NEO-FFI), is applicable to assess the personality traits of Thai internet users. Based on these personality traits, text-based description of functions/ layouts of a web portal was developed and given to professional designers to mock up example web portal pages. These web portal pages were in alignment with individual personality traits. Rating data on the functions/layouts corresponding to individual personality traits were collected from an online survey of 207 Thai internet users. Results showed that respondents gave more consistent rating to the functions/layouts close to their individual personality traits identified in the text-based descriptions than in the mocked-up web portal pages.

목차

Abstract
 1. Introduction
  1.1 Can a website have personality?
  1.2 Where Personality Comes From?
 2. Methodology
  2.1 Data collection Tool
 3. Results
  3.1 Thai Internet Users’ Personality Traits
  3.2 Preferred Web Portal’s Characteristics
 4. Discussion and Conclusion
 References

키워드

저자

• Rattipon Tanya [ Technopreneurship and Innovation Management Program, Graduate School Chulalongkorn University ]
• Uthai Tanlamai [ Department of Accountancy, Chulalongkorn Business School Chulalongkorn University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005