Tinjauan terhadap Penggunaan Internet di Malaysia

Tih Sio Hong

Abstract


ABSTRAK

Kajian ini cuba meneroka penggunaan Internet yang merangkumi ciri-ciri pengguna Internet dan fungsi Internet sebagai media pengiklanan di Malaysia. Data-data sekunder dan data primari (daripada temu hual mendalam dan survei percubaan) digunakan untuk memberikan suatu gambaran yang menyeluruh tentang penggunaan Internet serta mengemukakan suatu Model Penggunaan Internet. Berpandu kepada model ini apabila bilangan pengguna Internet meningkat, peratusan pengguna Internet yang herpendidikan dan berpendapatan tinggi akan menurun sehingga sesuatu tahap tertentu. Dari segi fungsi Internet sebagai media pengiklanan pula, kajian menunjukkan pada masa kini keberkesanan Internet sebagai media pengiklanan di pasaran Malaysia masih tidak nyata tetapi ia mempunyai potensi yang tinggi pada masa hadapan. Hasil kajian ini adalah suatu penemuan baru yang perlu
diperincikan oleh kajian selanjutnya.

ABSTRACT
This study explores Internet utilization and focuses on the demographic characteristics of the Internet user and the function of the Internet as an advertising tool in Malaysia. Secondary data and primary data (from indepth interviews and a pilot study) were used to provide an overall view of Internet utilization and to introduce a utilization Model of Internet. According to this model, an increase in the number of Internet users will be followed by a decrease in the percentage of highly-educated, high-income internet users, up to a certain level. The study also shows that the use of the Internet as an advertising tool is still limited in Malaysia. This medium, however, has high potential as an advertising tool for the future. It is important to point out that the preliminary research findings in this study require further research support.


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