THE CAUSAL MODEL OF ACCEPTANCE AND USE OF ECHNOLOGY AFFECTING COMMUNICATION BEHAVIOR IN ORGANIZATION THROUGH SOCIAL MEDIA OF ACADEMIC SUPPORT STAFF RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP Acceptance and Use of Technology, Communication Behavior in Organization, Social Media Technology

Abstract

This research aimed to: 1) examine the relationship of the developed model with empirical data; and 2) develop the causal model of acceptance and Use of technology affecting communication behavior in organization through social media of academic support staff Rajamangala University of Technology Krungthep. The sample was 260 supporting staff of Rajamangala University of Technology Krungthep derived by convenience sampling. Data were collected by an online questionnaire with Google Form and the casual relationship was examined by LISREL.The research results were as follows:  1) The causal model of acceptance and use of technology affecting communication behavior in organization through social media of academic support staff Rajamangala University of Technology Krungthep was consistent with the empirical data with goodness of fit statistics: chi-square test = 57.50, df=43, p-value=0.08, GFI=1.00, AGFI=0.99, SRMR=0.00, RMSEA=0.01 and 2) Facilitating conditions the use of social media and behavioral intention of using social media had a positive direct influence on use behavior of using social media for internal communication expectancy for social media. Performance expectancy for social media and effort expectancy of using social media indirect influence on use behavior of using social media for internal communication of academic support personnel, Rajamangala University of Technology Krungthep by passing on the behavioral intention of using social media. All variables in the model could explain the variance affecting use behavior of using social media for internal communication of the supporting staffs of academic support personnel, Rajamangala University of Technology Krungthep at the percentage of 78.