CAUSAL FACTORS OF USE BEHAVIORSOCIAL MEDIAIN INTERNAL COMMUNICATION OF EMPLOYEEAIRPORTS OF THAILAND PUBLIC COMPANY LIMITED

Abstract

           The objectives of this research were to 1) develop and validate the consistency of a causal relationship model of use behavior social media in internal communication of employee Airports of Thailand Public Company Limited, and 2) to study casual factors of use behavior social media in internal communication of employee Airports of Thailand Public Company Limited. The tools used in the research were online questionnaires. The sample group consisted of 316 employees of Airports of Thailand Public Company Limited, who have used Line application AOT STAFF. The statistics used in data analysis were frequency, percentage and the structural equation model.

          The results of the research showed that 1. The causal relationship model of variables consisting of 6 components was 1) information quality 2) subjective norm 3) perceived usefulness 4) perceived ease of use 5) attitude 6) use behavior and model developed in accordance with empirical data. The statistics showed the Chi-square statistics goodness fit test (χ²) = 389.18, degrees of freedom (df) = 341, CMIN/df = 1.14, GFI=0.93, AGFI = 0.90, SRMR = 0.03, RMSEA = 0.02. The final was predictive coefficient of 0.84, indicating that the variables in the model can explain the use behavior social media in internal communication of employee Airports of Thailand Public Company Limited by 84 percent. 2. Causal factors were found that attitude, perceived usefulness, and perceived ease of use were respectively influence on use behavior. The results of this research are useful for Airport of Thailand Company Limited for being utilized as guidelines for planning the implementation of internal communications within the organization to increase the efficiency of work.