THE DEVELOPMENT OF STRUCTURAL EQUATION MODEL OF COMMUNICATION OF NETWORK AFFILIATES FOR PROMOTING THE ELDERLY'S WELL-BEING BY DIGITAL TECHNOLOGY
การพัฒนาโมเดลสมการเชิงโครงสร้างการสื่อสารของภาคีเครือข่ายเพื่อเสริมสร้างสุขภาวะผู้สูงอายุด้วยเทคโนโลยีดิจิทัล
by Thunyawan Kaeochada; ธัญวรรณ แก้วชะฎา; Patchanee Cheyjunya; พัชนี เชยจรรยา
Title: | THE DEVELOPMENT OF STRUCTURAL EQUATION MODEL OF COMMUNICATION OF NETWORK AFFILIATES FOR PROMOTING THE ELDERLY'S WELL-BEING BY DIGITAL TECHNOLOGY การพัฒนาโมเดลสมการเชิงโครงสร้างการสื่อสารของภาคีเครือข่ายเพื่อเสริมสร้างสุขภาวะผู้สูงอายุด้วยเทคโนโลยีดิจิทัล |
Advisor: | Patchanee Cheyjunya
พัชนี เชยจรรยา |
Issued date: | 7/1/2022 |
Publisher: | National Institute of Development Administration |
Abstract: |
The research is aimed to study the communication process of the network affiliates in applying digital technologies for enhancing the elderly’s well-being, explore factors that influenced the elderly's well-being behaviors by the use of digital technologies, and develop a structural equation model of factors influencing the enhancement of the elderly’s well-being behaviors by the use of digital technologies.
The study is mixed-method research, comprising both qualitative and quantitative research. For qualitative research, data were collected from the documentary, online media, and personal sources through in-depth interviews with 4 groups of the network affiliates members, namely the Digital Economy Promotion Agency, the Department of Medical Services, and the Department of the Older Persons), and a group of Health Tech Startups. For the quantitative research, the survey questionnaires, with an alpha coefficient of 0.942 from the reliability test, were collected from 200 elderly people in Bangkok and analyzed with SEM statistics for developing a structural equation model that is congruent with the empirical data.
From the qualitative research, it was found that 1) the patterns of the collaborative network reflect the evolution of the network from the beginning of the establishment to the completion of the operation or operational state. The key mechanisms in every step of the operations are the awareness of operational system planning, the determination of roles and duties of the network members, and the communication system creation. 2) From analyzing a network and public communication process, it was found that the network affiliates planned the strategies related to senders, message, and channel, all of which are key communication factors in driving the elderly towards cognitive, attitudinal, and behavioral changes in using digital technology for health care. However, from the interview with the elderly, it was found that the network affiliates had some restrictions in public relations as it could not create the elderly's perception of the use of digital technology for health care, covering all areas. 3) Guidelines for effective communication of the network affiliates emphasize the following development of the four main communication elements: 3.1) Sender: public relations skills, 3.2) message: the use of logical appeal strategy, 3.3) channels/media: the analysis of receivers’ media exposure potential, and 3.4) receivers: the target analysis for determining content and channels/media responding to receivers’ interest, satisfaction, and needs.
For the quantitative research, all four main communication elements were synthesized for determining characteristics or attributes of communication factors as indicators for testing the congruence of the developed structural equation model with the empirical data. The findings show that the developed structural equation model of the factors influencing the elderly’s well-being behaviors by the use of digital technology is congruent with the empirical data at a statistical significance level of 0.01, based on the following congruence indices: p = 0.06812, /df = 2.18, Critical N = 296.84, RMR = 0.0089, SRMR = 0.018, AGFI = 0.90, GFI = 0.99, NFI = 0.99, NNFI = 0.98, CFI = 1.00, IFI = 1.00, and RFI = 0.96, all of these 12 from 13 indices pass the determined criteria. Furthermore, it is found that variables that have a positive direct effect on attitude towards the use of digital technology are the influence of reference groups, perceived benefits, and perceived compatibility. Besides, these three variables also have a positive indirect effect on the elderly’s well-being behaviors via attitude towards the use of digital technology. Moreover, attitude towards the use of digital technology has a positive direct effect on the elderly’s well-being behaviors. |
Keyword(s): | กระบวนการสื่อสาร
ภาคีเครือข่าย การเสริมสร้างสุขภาวะ ผู้สูงอายุ เทคโนโลยีดิจิทัล Communication Process Network Affiliates Well-being Enhancement Elderly Digital Technology |
Type: | Text |
Language: | eng |
URI: | https://repository.nida.ac.th/handle/662723737/5706 |
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