Identifying Strategies For Effective Virtual Education Delivery In Thailand

Increasingly, universities in Thailand are shifting towards virtual education delivery (VED) using information and communication technology to facilitate knowledge sharing and to gain competitive advantage. Little however is known about the way in which Thai society will adapt to the use of online instruction both from the teaching and learning communities. This study was designed to examine the critical success factors for implementing VEDs in Thailand, and to identify ways to facilitate such adoption and lead to effective outcomes. The study incorporated an analysis of three specific factors related to Thai culture: high power distance “ Bhun Khun”, uncertainty avoidance “ Kreng Jai” and, collectivism “ Kam Lang Jai”. This paper reviews the development of the research model, describes the conceptual underpinning of the cultural model and presents the preliminary findings of the study.