An Investigation of Factors Affecting Intention to Comply Thailand PDPA with E-Services in Private University towards Social Media
Purpose: This study attempts to analyze the intention to comply Thailand PDPA via social media. Design/Methodology/Approach: The proposed model includes seven constructs, perceived ease of use, perceived usefulness, trust to e-Services of private universities, attitude toward behavior, social media usage, permission-based acceptance, and intention to comply. The sample (n = 425) was collected from online questionnaires by using simple random sampling and stratified random sampling in probability sampling. In this research, a questionnaire contains 40 sub-items. Then, SEM is used as a research technique to analyze data. Findings: Seven factors have directly influence users’ intention to comply with Thailand PDPA within e-Services in private universities towards social media platforms. Perceived usefulness, permission-based acceptance, attitude toward behavior, trust in e-Services, social media usage, and perceived ease of use have a direct positive effect on the intention to comply with Thailand PDPA within e-Services. Meanwhile, permission-based acceptance plays an intermedia core role in the model, which both trust in e-Services and social media usage have a direct positive effect on permission-based acceptance toward intention to comply with Thailand PDPA within e-Services in private universities towards social media platforms. Practical Implications: The study recommends that the university board including the president, vice president, dean, faculty members, managers, and social media specialists keep users in mind offering them useful information and services and have trustworthy behavior to comply with Thailand PDPA. Originality/Value: This study identifies the value and degree of factors affecting intention to comply with Thailand PDPA with e-Services in private universities towards social media.