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This behavioral science research is a causal model study. It aimed to study the causal factors that affect non-communicable disease (NCDs) prevention behaviors for quality of life The sample consisted of people in Mae Pao sub-district, Phaya Mengrai district, Chiang Rai province. 335 people were selected by using the summated rating scale questionnaires in total of 8 variables such as non-communicable disease preventive behavior, quality of life, health motivation, media health literacy, self-esteem, health modeling, family support and community health agencies support with reliability between 0.70 - 0.89, and analyzed by path analysis.
The result showed that the harmony checking result of the hypothetical causal relationship with the empirical data with the consistency index were as follows: Chi-square = 251.43, df = 72, p-value = 0.000, RMSEA = 0.003, NFI = 0.93, CFI = 0.94, GFI = 0.87, SRMR = 0.010. It was found that health motivation is the variable that has the most direct influence on non-communicable disease prevention behaviors (β = 0.65, p < .05), followed by the community health agencies support, health modeling, media health literacy, family support and self-esteem respectively (β = 0.44, 0.34, 0.32, 0.23, 0.18, p < .05). Non-communicable disease prevention behaviors have a direct influence on quality of life (β = 0.53, p < .05). Family support was the variable which has the most direct and indirect influence on quality of life with statistical significance at the level (β = 0.22, 0.28, p < .05), followed by self-esteem (β = 0.12, 0.26, p < .05). Media health literacy, community health agencies support, health modeling and health motivation were the variables that have the indirect influences on quality of life (β = 0.39, 0.27, 0.16, 0.10, p < .05).
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