THE PATH ANALYSISOF NEWS PERCEPTION, KNOWLEDGE, AND ATTITUDE AFFECTING THE ELECTRICITY ENERGY-SAVING BEHAVIOROF PERSONNELOFPHRANAKHON RAJABHAT UNIVERSITY
Keywords:
Electricity Energy-Saving Behaviour, News Perception,Knowledge, AttitudeAbstract
The objectives of this research were to 1) study the news perception, knowledge, and attitude of personnel, 2) study the electricity energy-saving behavior of personnel, 3) analyze the path of news perception, knowledge, and attitude affecting electricity energy-saving behavior of personnel, and 4) study the guideline for changing electricity energy-saving behavior of personnel. The research was mixed method research. The samples were 300 personnel of PhranakhonRajabhat University. The quantitative data were collected by using the questionnaire. The statistics used to analyze the data were Percentage, Mean (X̄), Standard Deviation (S.D.), and Path Analysis.The key informants were 5 administrators. The qualitative data were collected by using the in-depth interview and content analysis.
The research results were found that the news perception, attitude, and electricity energy-saving behavior was on a high level. The knowledge was on a medium level. The news perception had a direct effect on knowledge (0.13). The news perception had a direct effect on attitude (0.22). The news perception, knowledge, and attitude had a direct effect on electricity energy-saving behavior (0.37), (0.02), and (0.29) respectively. Also, the news perception had an indirect effect on electricity energy-saving behavior (0.07), with predictive coefficient (0.267).The guidelines for changing electricity energy-saving behavior: firstly, there should be paths of news perception, proper knowledge and attitude transmission, motivation and clear policy, and more effective electrical equipment.
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