FACTORS AFFECTING DECISION MAKING TO USE “LINE” APPLICATION AMONG PREGNANT WOMEN IN CHAINAT PROVINCE

Abstract

This study aimed to: 1) examine differences of personal factors on decision making to use “LINE” application; 2) investigate the differences of “LINE” application usage behavior among pregnant women in Chainat province; and 3) examine the influence of element factors in “LINE” application usage on decision making to use “LINE” application among Pregnant women in Chainat province. Data were collected using a set of questionnaires. Reliability of the questionnaire was tested with 30 pregnant women; Cronbach’s Alpha Coefficient was 0.935. Then, data were collected with 400 pregnant women in Chainat province. Descriptive statistics (percentage, mean, and standard deviation), inferential statistics, and multiple regression analysis were used to analyze data. Results showed that personal factors including education level, and average monthly income influenced decision making to use “LINE” application among pregnant women in Chainat province. Regarding LINE Application usage behavior, length of time usage, number of time usage per day, and the most equipment used influenced decision making to use “LINE” application among pregnant women in Chainat province. Moreover, information technology, and benefits of LINE usage statistically significantly predicted decision making to use “LINE” application among pregnant women in Chainat province (p< 0.05).