Success Factors in Sustainability of Academic Social Network Site in Developing Countries: The Case of Thailand

Abstract

As education is the key to success in the development of any country, electronic communication technology, such as social network sites, is gaining interest and is regarded as a potential tool to provide support and even act as a tool to improve the current studying and learning environments, thereby increasing the performance of students. However, the level of success in implementation of the technologies in educational environment is limited in Thailand and the assistance of technology in teaching and learning are not widely accepted. This research revealed the success factors necessary in order to successfully implement and customize social networks for academic purposes based on the concept of data mining, using the framework which has been primarily developed based on the Unif ied Theory of Acceptance and Use of Technology (UTAUT).