Importance factors influencing the Thai doctors in rural area to use public social media for work-related use: a case study of LINE application

摘要

The inefficient distribution of doctors in rural areas is the issued need to be achieved. Many doctors in rural hospitals which are new graduated and lack of experience are unable to diagnose and treat all types of illnesses, and need collaboration with urban-based medical specialties.Meanwhile, public social mediaudhas become a major role of daily life, it can enable real-time interaction, collaboration, implicit knowledge sharing with facilitate from Social Capital.This study purposes to examine the importance factors influencing the Thai doctors in rural area intention to use public social media for work-related use by using social capital theory assessment integrated with UTAUT model. This research model is empirically using survey data from 148 participants of the doctors in rural areas. All of six research hypotheses were positively significant supported.The results indicated that; Performance Expectancy is theudmost associated factor with using LINE applicationudfor social-related use and then social-related use can enable work-related use through Social capital.Meanwhile, the study suggests that the doctors can use LINE application as work-related use for realtime interaction, collaboration and knowledge sharing with others.