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3

ABSTRACT

Internet is viewed by many parties as an information and communication


technology for national development. Since 2002, 6,965 Tambol Admistration
Orgainzations (TAO) throughout Thailand were installed with a set of computer,
scanner, printer modem, and internet connection under the project called ‘Internet
Tambol’. However, innovation users have not been properly prepared. This research
then aims to (1) Examine communities’ characters effecting Internet Tambol adoption
and usage. (2) Strategically try and determine process to create realization in Internet
Tambol among community members. (3) Develop computer and Internet training
session for community members (4) Study community’s usage and management of
the Internet and (5) Propose recommendations for future use of the Internet Tambol
project. This study has been undergone in 4 Tambols in Surin province from
November 2002 to July 2004. Research methods covered both quantitative and
qualitative approaches. Major parts of this research used PAR (Participatory Action
Research). TAO staffs, community members, and researchers mutually directed
research activities.

4 communities’ contexts revealed that community’s members characteristics


hindered an adoption of Internet Tambol. Based on users’ perception, Internet Tambol
itself was complexity in use and require high cost for first time set up. In addition,
people in local communities rarely had situation and environment which encourage
Internet use. As a result, in second stage of research methodology researchers applied
various communication approaches to promote Intenet Tambol awareness that were
project presentation, group trial, computer and internet training sessions, field trip to
communities with ICT management experiences. During the second research stage,
researchers found that accessibility to Internet Tambol was also a necessary factor
effecting use of this innovation among rural people. Prior adoption of Internet Tambol
in TAO administrators allowed second level adoption in community’s members.

Moreover, Internet Tambol introduced new culture, way of thought, and


management to TAO staff and other users. In third research stage, there was merely
one TAO out of four which remained participating. This TAO has its unique
characteristics as followings; TAO secretary shows his strong leadership, permanent
staff did not show intention to transfer to other TAOs, TAO staffs are united,TAO’s
development policy is centered around improving both human capacity and
infrastructure, and internet cafés are not prevalent in that Tambol.

This research is unique in its condition as researcher started participatory


action research from a government obligation in distributing the Internet to local
community. Only one set of equipment was placed and innovation adoption process
was made at ministry level. Recommendations suggested in this research are
consequently appropriate with community internet center initiated by government.
4

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