The Model of the Causal Influence Factors of Campaign to Promote Drinking Tap Water in Bangkok

Abstract

The objectives of this research were to build the model of the causal influence factors of campaign to promote drinking tap water and to verify reliability between the model and empirical data. Therefore, this research contains two fundamental methodologies including 1) built the model of the causal influence factors of campaign to promote drinking tap water and 2) verified compatibility between the model and empirical data. A sample of water consumers from the Metropolitan Waterworks Authority in Bangkok area were calculated using Yamane Formula. Self-administered questionnaire was used as data collection method and data described by descriptive statistics including arithmetic mean, standard deviation, correlation and inferential statistics including confirmatory factor analysis, and path analysis using LISREL.

The research results showed that 1) Factors influencing the model of the causal influence factors of campaign to promote drinking tap water contain; promoting campaign, perception of water consumption, and affected conditions toward drinking tap water. 2) The model was reliable with empirical data, as in; Chi-square=65.62, df=29, P=.00012, RMSEA=.056, /df=2.26, GFI=.97, AGFI=.93, and CFI=.99. Hence, the aforementioned factors had various effects on campaign to promote drinking tap water as follows: 1) Promoting campaign factor, the effects were arranged in descending order including campaign strategy, campaign data, campaign objective, and campaign channel. 2) Perception of water consumption factor, including social factors, physical characteristics of tap water, and subjective knowledge. 3) Affected conditions toward drinking tap water factor, including acknowledgment of quality control in tap water, acknowledgment of water production processes, desire of decreasing cost of buying bottled water, and acknowledgment of tap water quality is guaranteed by World Health Organization.