DEVELOPMENT OF COMMUNICATION STRATEGIES AND FACTORS AFFECTING PERCEPTION, UNDERSTANDING, AND COMMUNICATION EFFECTIVENESS OF THE UNIVERSAL HEALTH COVERAGE SYSTEM IN BANGKOK METROPOLITAN AREA
DOI:
https://doi.org/10.60101/gbafr.2026.286771Keywords:
Universal health coverage, Communication effectiveness, Structural equation modeling source credibility, Social learning, Health literacyAbstract
Purpose – This study aims to investigate the causal factors affecting perception, understanding, and communication effectiveness regarding the Universal Health Coverage system in the Bangkok Metropolitan Area, and to develop guidelines for enhancing communication strategies.
Methodology – A mixed-methods approach was employed. Quantitative data were collected through questionnaires from 400 hundred cardholders who had utilized medical services in the metropolitan area and analyzed using structural equation modeling. Qualitative data were gathered through in-depth interviews and focus group discussions with health communication experts, system administrators, and citizen representatives, followed by thematic content analysis.
Results – Quantitative findings revealed that source credibility and social learning are the most critical driving factors. They indirectly influence perception, understanding, and communication effectiveness through the mediating roles of health literacy and persuasive communication. Conversely, the mere presence of communication channels showed no statistically significant effect. Qualitative insights supplemented these findings, emphasizing the need for easily accessible channels, credible personnel, and clear information to bridge the gap between systemic misconceptions and actual service experiences.
Implications – Communication strategy development should prioritize building credibility through medical personnel and promoting social interaction via community networks over merely increasing the number of communication channels. Enhancing communication effectiveness requires an integrated approach encompassing tailored channels, official endorsements, rights education, persuasive techniques, and systematic evaluation, implemented alongside service quality improvements.
Originality/Value – This research advances health communication literature by demonstrating that in an information-rich urban context, source credibility and social learning supersede the availability of channels as primary catalysts for health literacy and persuasion. It offers a novel integrated causal model and actionable strategies specifically tailored for a highly diverse metropolitan population.
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