This research study on “Factors Predicting Intention to Use Social Network among Buddhist Monks in Bangkok” has the following objectives: 1. To study correlation between perceived self-efficacy in using technologies, perceived usefulness, perceived ease of use, subjective norm and intention to use social network sites among Buddhist monks. And 2. To study factors that affect intention of the monks to use social media networks. The sample group of this research consists of 400 monks in Bangkok. The research methodology involves questionnaires used in collecting data, analysis of data through the statistical methods of frequency tabulation, percentage, mean, standard deviation, Pearson product-moment correlation coefficient, and multiple regression analysis. It was found that the perceived self-efficacy in using technologies, perceived usefulness, perceived ease of use and subjective norm have positive correlation to the intention to use social network, with statistical significance at the 0.05 level. And all the factors have influence over the intention to use social network, with statistical significance at the 0.05 level. All the four factors jointly explain the variation in the monks’ intention to use social network for 44 per cent.
Saranthorn Sasithanakornkaew, Kasetsart University, Thailand
Stream: Cultural and Media Studies
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