Beliefs and Attitudes Affecting Thai Youth’s Communication Leadership Behavior

Abstract

This study aimed to: 1) examine the beliefs, attitudes, and communication leadership behaviors of Thai youth; 2) compare demographic characteristics with beliefs about communication leadership; 3) compare demographic characteristics with attitudes toward communication leadership; 4) compare demographic characteristics with communication leadership behaviors; and 5) investigate the influence of beliefs and attitudes on communication leadership behaviors among Thai youth aged 18-22 years who were undergraduate students at public universities, with a total of 400 participants. Data were collected using a questionnaire, and statistical analyses included frequency, percentage, mean, standard deviation, t-tests, one-way ANOVA, multiple regression analysis, and simple linear regression.

The research findings revealed that: 1) The beliefs of Thai youth regarding leadership were at a high level, with the belief in developing others as leaders being the highest. Other significant beliefs included happiness from helping others, self-confidence, the notion that leadership is not merely a position, general leadership qualities, and the willingness to empower others, all of which were rated highly. The attitudes toward communication leadership were at the highest level, with the belief that leaders should use power appropriately receiving the highest average score. The communication leadership behaviors of Thai youth were also at the highest level, with the highest-rated behavior being communicating information with honesty toward oneself and others. 2) Thai youth at different educational levels and with varying durations of leadership experience had significantly different beliefs about leadership at the .05 level. 3) Thai youth at different educational levels and with varying durations of leadership experience had significantly different attitudes toward leadership at the .05 level. 4) Youth with different durations of leadership experience exhibited significantly different communication leadership behaviors at the .05 level. 5) Beliefs positively influenced communication leadership behaviors at a statistically significant level of .05, with three key factors: self-confidence, happiness from helping others, and the ability to develop others into leaders. Additionally, attitudes had a significant positive impact on communication leadership at the .05 level.