The Causal Relationship Model of Social Media Usage Behaviors in Internal Communications of the Ministry of Labour Officer

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Suwibha Sangphanta Sumaman Pankham

Abstract

This research aimed to develop a causal relationship model of social media usage behaviors in internal communications of the Ministry of Labour Officer and verify the conformity of the causal relationship model that has been developed with empirical data. The sample group in this research included 380 officers of the Ministry of Labour in the internal and the regional sectors, selected by using the Stratified Random Sampling method. An online questionnaire, with reliability at 0.955, was applied to collect the data.
The statistics used for data analysis were skewness, kurtosis, and Structural Equation Modeling Analysis, by using the computer program for social science.


The findings were as follows:


The causal relationship model of social media usage behaviors in internal communications of the Ministry of Labour officer consists of six factors, which were Performance Expectancy of Social Media, Effort Expectancy of using Social Media, Social Factors toward the use of Social Media, Facilitating Conditions the use of Social Media, Behavioral Intention of using Social Media, and Use Behavior of using Social Media for Internal Communication. Moreover, it was found that the causal relationship model that has been developed conformed to
the empirical data to a great extent which is able to explain the variance of Use Behavior of using Social Media for Internal Communication at 86.8%.

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Research Articles