Interaction with Terms and Conditions among Thai Students in Digital Environment - Case Study Example

Qualitative Data Analysis Report By: Contents Executive Summary 3 Introduction 4 Research Methodology 4 Analysis and interpretation 6 Demographics 6 Thematic analysis 7 Discussion 10 Conclusion 12 Executive Summary This document reports on the results of four interviews carried out by the youths of Thailand. The aim of this paper is to explore the better understanding of the interaction with Terms and Conditions among Thai students, in different digital environment. Four themes emerged from a detailed thematic analysis. The themes are associated with Terms and Conditions. The themes examine trust, loyalty, privacy and security, and issue of Terms and Condition such as language and length. The main conclusion is that, loyalty and trust influences a person to accept the Terms and Conditions of an online site. Additionally, the ease of reading the Terms and the ability of a site to secure privacy are also influencing factors. This paper concludes with a discussion of the results and brief literature review on the topic. Introduction The aim of this study is to explore better understanding of the interaction with Term and Condition among Thai student in different digital environment. This research is intended to figure out the ease in which Thai students understand Terms and Condition. The debate about the interaction between Terms and Conditions has been on the rise. This paper will provide further literature on this topic. By listening and writing down the views of Thai young individuals, the paper examines how loyalty, trust, privacy and security, and issues of terms and conditions impact the interaction. The research was conducted with a qualitative focus. Interaction of Terms and Conditions is a social experience. Exploring the interaction of students to Terms and Conditions through a qualitative focus means the interaction can be understood from both personal and social perspective. Research Methodology I conducted intensive individual interviews with a small number of respondents to explore their perspectives on the research question. The questions inquired the participants about their experiences and expectations related to the research question, the thoughts they have concerning online security, and about any changes they perceive in themselves as a result of their involvement in the study. In-depth interviews helped a lot when deriving detailed information about a person’s thoughts and behaviours. It offered a complete picture of the research question. It was used in place of focus groups and used to refine questions for future surveys of a particular group. In-depth interviews provide more detailed information than what is available through other data collection methods, such as surveys. It provided a more relaxed atmosphere in which to collect information. It was noted that people felt more comfortable having a conversation with the researcher about the research question. Despite the advantages of using in-depth interviews, there are some disadvantages. In-depth interviews are prone to bias. Because the researcher wants the participants to ‘prove’ the research question, their interview responses might be biased. In-depth interviews are time-intensive. It is a time-intensive evaluation because of the time it takes to conduct interviews, transcribe them, and analyze the results. During the collection of data, I allocated some time to call the respondent on the phone or an appointment for an e-mail exchange. I met some respondents face-to-face, pick a relatively public location, but one with few distractions. I used Nvivo software in analysing the data. A study by Gralla (2002), noted that Nvivo has been used predominantly by various researchers across a diverse range of fields. I used this software to organise and analyse non-numerical data obtained from the interviews. It was very useful in classifying, sorting and arranging information. I examined relationships in the data, using this software, and combined analysis with linking, shaping, searching, and modelling. I used thematic method as the data analysis method. It provided a flexible method of data analysis while providing me with various methodological backgrounds to engage in this type of analysis. Thematic analysis is widely used in qualitative analysis method. It focuses on identifying patterned meaning across a dataset. A few literatures have written about thematic analysis. These few literatures try to define it and describe the way to do it. Thematic analysis has been widely used across the social, behavioural and more applied (health, education, and many others) sciences. The purpose of using thematic analysis is to identify patterns across a dataset that provides an answer to the research question being addressed. These patterns will be identified through Nvivo, a data coding software. Analysis and interpretation Demographics Age All the respondents were 18 years and above Bank (24), Art (20), Kim (21), and Sandy (24) Nationality All the respondents were from Thailand City of residence: All the respondents lived in Bangkok Occupation: One respondent (Bank) was a part-time student and photographer. The rest were just students Subjects of interest: Bank (Arts and Media), Art (Engineering subjects, such as Mathematics, Chemistry, and Physics), Kim (N/A), and Sandy (Fashion subjects) Education level One respondent was a graduate while the others were undergraduates Thematic analysis Trust All the respondents trusted the terms and conditions available on online platforms. They believed by accepting the terms and conditions; they will be able to access the website. However, not always do they agree with the terms. For instance, if an application asks a person to post on behalf of him/her, the person may unlikely agree with the terms and conditions. Bank is the only respondent who agreed accept the terms and conditions automatically. Because of trust issues, the other respondents (Art, Sandy, and Kim) argued that it would be necessary to consider reading the terms and conditions. Trust should not be put ahead of knowledge, according to the other three respondents. They believe that, before agreeing to the terms and conditions, it is necessary for the user to have some basic knowledge of what they are trying to access. Kim argued that, ‘before reaching the term and condition acceptance or not, the user must have basic knowledge about what they are trying to access already. The three respondents did not feel safe with terms and conditions. They argued that they might give information to some sites they do not even recognize. Two respondents (Sandy, Bank) believed that most people do not read the terms and conditions. Because of the trust, they automatically agree to those terms. For instance, if the words are too long, one may decide not to waste time reading it. One would rather agree to the terms because most of his friends have agreed to them. In summary, need fulfilment, responsiveness, security, and technical functionality of the web are shown to influence trust. Loyalty All the respondents demonstrated loyalty to their favourite internet sites. The first, second, third and fourth respondent spent 3 to 4 hours online, 1 to 2 hours online, 1 to 2 hours online, and 3 to 4 hours respectively. This means that each of the respondents had time for the internet, therefore loyal. This loyalty impacts in a way the interaction with Terms and Conditions. The respondents argued that they had to agree to the Terms in order to access their favourite sites. All the respondents indicated that they trust and are loyal to websites that they have agreed to their terms and conditions. The interviewees argue that they are familiar with those sites and believe they are widely accessed by millions of users. Additionally, because of loyalty, majority of the respondents believe that websites do not use their personal information for bad intentions. All the respondents argued that they would provide information on the internet, even if they are not willing to do so. They argue that, despite the risk, they are ready to offer any information, for instance, email address. It is because of loyalty that they are doing so. Privacy and Security Kim and Sandy were comfortable with the privacy and security policies of some online sites that allowed sharing of their private data to advertisers. That said, they are more likely to agree to the terms and conditions of such sites. The other two respondents (Bank and Art) argued that online sites that share their private information are allowing invasion of their privacy. All the interviewees were concerned about their privacy in online sites. They were very sensitive when it came to giving out private information. They indicated that they were ready to give any other type of information, provided it is not personal information. If the site is popular or for famous companies, such as Facebook and banks respectively, majority of the respondents argued that they are ready to give personal information. All the respondents stated that they would allow applications or website to access their data. For example, if it is a photo editing application, a respondent agreed to allow the application access his/her photos. Majority of the respondents (Art, Sandy, and Kim) argued that they would accept terms and conditions that allow a site to track their activities in order to improve their experience. Issue of terms and conditions All the respondents argued that, most of the time they agree to the terms and condition of access. All the respondents stated that they had to agree to the terms and conditions in order to move to the next step of their browsing. One respondent (Bank) argued that he needed adequate knowledge before agreeing to the terms and conditions. The rest explained that, because of trust issues, they will not automatically agree to the terms and conditions. All the respondents stated that they would not prefer settings that automatically agree to all terms and conditions without clicking by themselves. Moreover, majority of the respondents (Art, Sandy, and Kim) preferred shorter terms and conditions. They preferred very simple and clear terms. Bank preferred an A4 page of terms and conditions. Bank and Art stated that the language is an issue to read terms and conditions. Bank argued that not everyone knows English, and he would prefer a Thai version of the Terms. Art preferred a translated version of the Terms if it were for an important thing. Art used the example of application of Visa. Few of them argued that language does not matter, but rather the passion for reading those terms. The two believe the translated version would make it easy for them to read the terms and conditions. Discussion A study by Doligalski (2014), concluded that online users would readily accept the Terms and Conditions of an online site if they trust it. The study noted such websites have to be professionally looking, is easy to use (ease of navigation, ease of searching, easing of carrying out transaction), is fast to respond, has listed a physical address, and there are photos of the organization. Therefore, customers are ready to accept the terms and conditions of sites that are designed to convey trust (Doligalski, 2014). Loyalty and trust is congruent. A quantitative research by Schuster (2008), concluded that people are still understandably wary of online security transactions. The people need to build enough trust in order to use an online site. Before accepting to their terms and conditions, these sites have to create an atmosphere of trust on the website. Without that trust, the site is at risk of losing subscribers and users (Schuster, 2008). A study by Doligalski (2014) noted that customers would agree to the terms and conditions of a site if there are security stickers in the browser window. These stickers let the customers feel more secure. They will know that the site has taken precautions to ensure everyone’s safety (Doligalski, 2014). A research by Joseph-Vaidyan (2008) concluded that customers would agree to the terms and conditions of an e-commerce if the site were using a trusted payment gateway. If the site is accepting payments, according to the study, it must use a recognized payment gateway such as Paypal. Such companies are there to provide highly secure payments for online sites (Joseph-Vaidyan, 2008). A study by Furnell (2013), highlighted the importance of safeguarding a person’s private data. The online sites should have good practices that protect the personal information of its users. According to the author, consumer data is extremely data. Many people are wary of what they are going to do with the information they provide (Furnell, 2013). In many cases, according to the author, many unscrupulous businesses sell their customer information to third parties, which begins a long chain of unwanted communications (Gao, 2005). Customers prefer to accept terms and conditions of sites that have a clearly written and easily visible privacy policy. The policy has to indicate how the site will be using customer information, if there will be provision of newsletters or promotional emails, or giving people the chance to opt right away or easily unsubscribe (Latusek, 2010). Conclusion Although it may seem daunting, it is crucial for online sites to ensure they have the terms and conditions right. Sites have to specify terms and conditions in order to avoid the risk of uncertainty and misunderstandings. Studies indicate that terms and conditions protect an online site. They have an important role to play when it comes to defining the duties, rights, roles, and responsibilities of a subscriber or online user (Gralla, 2002). The online site has to build a trusting environment for the user. The terms and conditions have to contain a precise definition of what services will be offered, it should set out the payment terms when the payment is due, it should highlight any warranties provided, and specify the law that govern the contract (King, 2008; Kambil, 2002). Many factors influence an online user when accepting or rejecting the Terms and Conditions. Consumers will prefer terms of sites that are trustable, terms that are easy to read, and terms that will protect users privacy. References Curtin, M. (2002). Developing trust: online privacy and security. Chicago: Apress. Doligalski, T. (2014). Internet-Based Customer Value Management: Developing Customer Relationships Online. New York: Springer. Furnell, S. (2013). Trust, Privacy, and Security in Digital Business: 10th International Conference, TrustBus 2013, Prague, Czech Republic, August 28-29, 2013 : Proceedings. Chicago: Springer. Gao, Y. (2005). Web Systems Design and Online Consumer Behavior. Chicago: Idea Group Inc. Gralla, P. (2002). The Complete Idiots Guide to Internet Privacy and Security. London: Alpha Books. Joseph-Vaidyan, K. V. (2008). Factors that Enhance Customer Trust in E-commerce Web Sites: An Examination of E-commerce Success Metrics Using Internet Audience Rating. New York: ProQuest. Kambil, A. (2002). Making Markets: How Firms Can Design and Profit from Online Auctions and Exchanges. Chicago: Harvard Business Press,. King, C. V. (2008). Online Privacy and Security of Internet Digital Certificates: A Study of the Awareness, Perceptions, and Understanding of Internet Users. Chicago: ProQuest. Latusek, D. (2010). Trust and Technology in a Ubiquitous Modern Environment: Theoretical and Methodological Perspectives: Theoretical and Methodological Perspectives. New York: IGI Global. Schuster, S. (2008). The SPEED of Trust: The One Thing That Changes Everything. Chicago: Simon and Schuster. Read More