Development of Causal Model for Factors AffectingBuddhist Propagation Competency in Social Media

Authors

  • Phra Therdsak Sattindharo, Phrakhrusangharak Chakkit Bhuripañño, Phrapalad Boonjerd Sojito, Weerapong Paengkamhag

Abstract

The aims of this research were to validate and propose the causal model of factors affecting Buddhist propagation competency in social media of administrative monks. Mixed methods research applying quantitative methods to extend qualitative results was used.  For the qualitative method, the in-depth interview of 7 key informants for the confirmation of the research framework. For the quantitative method, the survey by using the constructed questionnaires with the respondents of 396 administrative monks who are working in Thailand, and the validation of the model for the goodness of fit test by LISREL. Results indicated 1) Three latent variables were developed which consisted of (1) social media, (2) Buddhist propagation methods, and (3) Buddhist propagation competency. 2) A causal model for factors affecting Buddhist propagation competency in social media by having factors of propagation methods as a mediator found that this model fit with the empirical data, analysis results showed that chi-square (?2) = 17.51, df = 11, p = 0.094, GFI = 0.99, AGFI = 0.95, RMSEA = 0.039, accounting for the variation in Buddhist propagation competency in social media at 95 percent.

Published

2020-02-29

Issue

Section

Articles