A STRUCTURAL EQUATION MODEL OF ORGANIZATIONAL COMMUNICATION BEHAVIOR VIA SOCIAL MEDIA OF SUPPORT STAFFS RAJABHAT UNIVERSITY IN BANGKOK
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Abstract
The purposes of this research were to 1) develop a structural equation model of organizational communication behavior via social media of support staffs Rajabhat University in Bangkok, and 2) validate the concordance of the causal model with empirical data. Research method, the researcher collected data by questionnaire with 380 support staffs Rajabhat University in Bangkok. The data were analyzed by descriptive statistic, factor analysis, Pearson correlation coefficient analysis and Structural Equation Modeling (SEM) analysis.
The research findings were as follows: 1) The factors influencing organizational communication behavior via social media has 3 variables: behavioral intention facilitating conditions and habit. And 2) the Structural Equation Modeling (SEM) was fitted with empirical data. The Chi-Square = 355.62, relative Chi-Square = 1.342, p = 0.347, GFI = 0.988, AGFI = 0.967 and RMSEA = 0.012.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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