A Study of Psychosocial Factors Related to Thai-Valued Behavior of Undergraduate Students

บทคัดย่อ

This research examines correlation between students’ psychological traits, social situations, psychological states and Thai-valued behavior in undergraduate students, as well as their predictive percentage, of Thai-valued behavior. The sampling consists of 1,297 undergraduate students from 10 universities. The Stratified quota random sampling was used. Pearson’s product moment correlation coefficient and multiple regressions were used to hypothesis testing.
Results of the research found that the positively correlation between students’ psychological traits, social situations, psychological states and Thai-valued behavior is statistically significant at .01. Future orientation and self-control, ego identity, psychological immunity, core-self-evaluation, Cultivated by families, role model, opening for information, social norm, attitude toward Thai product, behavioral intention to Thai-value, and perceived ease of shopping Thai product were the co-variance explanation of the Thai-valued behavior at 53.6 percent. Result of total sample indicated that behavioral intention to Thai-value was the first important predictor of Thai-valued behavior, followed by social norm, opening for information, and model of society.