The Influence of Social and Cultural Factors on Health Care Behaviors: A Case Study of Kuta Kai Sub-district, Pla Pak District, Nakhon Phanom Province
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Abstract
This qualitative study aimed to examine social factors, cultural factors, and health care behavior among community members, and to analyze the relationships of these factors with health care behavior. The sample comprised 451 residents of Kutakai Subdistrict, Pla Pak District, Nakhon Phanom Province, selected using stratified sampling. The instrument was a questionnaire which had its quality verified: IOC ranged from 0.67–1.00, Cronbach’s alpha was 0.89, and KMO was 0.82. The researchers adhered to ethics by explaining the objectives, obtaining voluntary informed consent, and ensuring confidentiality. Statistics used for data analysis included the mean, standard deviation, and multiple linear regression. The results showed that social factors, cultural factors, and health care behavior were at high levels. Multiple linear regression indicated that social and cultural factors jointly and significantly predicted health care behavior (F = 161.534, p = 0.001), explaining 41.90% of the variance (R² = 0.419). Social factors had the strongest positive effect (β = 0.423, t = 7.672, p = 0.001), followed by cultural factors (β = 0.265, t = 4.794, p = 0.001). These findings suggest that both factors are associated with health care behavior; therefore, integrating the roles of families and local organizations into health promotion is recommended to achieve sustainability.
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