Main Article Content
This study investigates the informational influence of Thai political social network sites on civic behavioral intention. The dual routes of informational influence – content quality and source credibility – represent two independent variables. Perceived ease of use (PEOU) and perceived usefulness (PU) of social network sites are two mediators between the independent variables and civic engagement intention. The target population was Thai Facebook users who own a smart phone, tablet, or personal computer, were engaged in Thailand’s mass political event in 2013, and have discussed political viewpoints or issues on their Facebook timelines, friends’ spaces, or groups since then. Structural Equation Modeling (SEM) was employed as the statistical analysis tool for 402 respondents. The results of Confirmatory Factor Analysis (CFA) show that all the measurement indicators have both convergent validity and discriminant validity. The results reveal that both content quality and source credibility influence users’ engagement intention. Nevertheless, PEOU and PU mediate the relationships between independent and dependent variables. While content quality is significantly related to PEOU, source credibility has a strong impact on PU.
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