อิทธิพลของผู้นำความคิดในเครือข่ายสังคมออนไลน์ต่อการรับรู้ ทัศนคติและการตัดสินใจใช้บริการด้านสุขภาพจิต

Abstract

The purpose of this quantitative research is to study influence of opinion leade rs in online social network on perception, attitude and decision making towards mentalhealthcare service. This study employs quantitative methodology using a survey withquestionnaires to collect data from 400 samples who are following mental health opinion leaders in social network. Percentage, mean, standard deviation, analysis of variance and regression analysis were calculated. The objective are follow:
1. To study demographicgroups show differences in their exposure to opinion leaders in online social network,their perception of mental healthcare information, their attitude to opinion leaders, their decision making to mental healthcare service.
2. To study exposure, perception, attitude influence on decision making to mental healthcare service.
The findings showed as follow:
1. Female has exposure to opinion leader in online
social network, percept in mental health information, has good attitude and has word of mouth about mental healthcare service more than male.
2. Young people have word of
mouth about mental healthcare service more than older people.
3. Undergraduate has exposure to mental health opinion leader in online social network more than graduate.
4.Divorced has exposure to opinion leader in online social network more than married.
5. Low income have good attitude toward mental healthcare more than high income.
6. Perception of mental healthcare information from opinion leaders in online  social networkhas influence towards follower’s decision making on mental healthcare service.