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2025-05-12
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How to Cite
PSYCHOSOCIAL CAUSAL RELATIONSHIPS OF COMMUNICATION BEHAVIOR ON SOCIAL MEDIA AMONG HIGH SCHOOL STUDENTS IN THAILAND
Naksit Sakdapat
Faculty of Humanities, University of the Thai Chamber of Commerce, Thailand
Pannika Ngamcharoen
College of Creative Agriculture for Society, Srinakharinwirot University, Thailand
Duchduen Emma Bhanthumnavin
Graduate School of Social Development and Management Strategy, National Institute of Development Administration, Thailand
Duangduen Lekhyananda Bhanthumnavin
Graduate School of Social Development and Management Strategy, National Institute of Development Administration, Thailand
Abstract
This research employs a quantitative methodology utilising a comparative correlational design, integrating correlation analysis and path analysis to verify the alignment of actual data with the suggested model. The sample comprised 860 high school pupils, chosen by a multi-stage quota sampling technique. The research findings corroborated all eight assumptions and disclosed four principal conclusions; The model exhibited structural linkages and aligned with empirical data, evidenced by a Chi-Square Value of 31.511, Degrees of Freedom of 21, a p-value of 0.065, RMSEA of 0.024, CFI of 0.996, TLI of 0.990, and SRMR of 0.017. Two sub-variables, namely safe communication in the digital realm, non-bullying communication, and communication that fosters learning, exhibited statistically significant, moderate positive associations. An elevation in any of these variables correlated with a commensurate elevation in the others. The application of Interactionism Theory and the Theory of Planned Behaviour as basic frameworks facilitated the identification of causally relevant variables. The model established by the researchers elucidates that communication behaviour on social media arises from interactions among three variable categories: psychological features, situational factors, and psychological states. This comprehension facilitates the formulation of protocols to enhance constructive and secure conversation on social media.
