FACTORS AFFECTING THE DIGITAL CITIZENSHIP OF SCHOOL ADMINISTRATORS UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE IN THE LOWER NORTHEASTERN REGION 1

Abstract

            The objectives of this research were: 1) to study the digital citizenship of school administrators, 2) to study the level of the factors affecting digital citizenship of school administrators,  3) to develop a causal relationship model for factors affecting digital citizenship of school administrators, and 4) to create guidelines for developing factors affecting digital citizenship of school administrators. The research was conducted in two phases: Phase 1 involved studying the factors affecting digital citizenship of school administrators. The sample group were school administrators included school directors and deputy directors from Chaiyaphum, Nakhon Ratchasima, Buriram, and Surin provinces during the 2023 academic year, totaling 421 participants selected by stratified random sampling method. Data were collected via a five-level Likert scale questionnaire. Data analysis involved calculating means, standard deviations, Pearson's correlation coefficients, and structural equation modeling using LISREL. Phase 2 involved studying guidelines for developing factors affecting digital citizenship of school administrators. A target group were seven experts who evaluated the suitability of the guidelines through focus group discussions, selected via purposive sampling. The evaluation tool was a suitability assessment form, and data were analyzed by calculating means and standard deviations. The research findings were as follows: 1) The overall average score for digital citizenship of school administrators, was at a high level. 2) The overall average score for factors affecting digital citizenship of school administrators was at a high level. 3) The causal relationship model for factors affecting digital citizenship of school administrators showed conformity with empirical data. The model variables explained 74% of the variance in digital citizenship of school administrators. The causal factors that most affecting digital citizenship of school administrators were social media use. and 4) Guidelines for developing factors affecting digital citizenship of school administrators included essential content, objectives, development approaches, and indicators. The development methods involved both school administrators and the educational service area office. The evaluation of the guidelines indicated the highest level of suitability.