At present, Thailand is confronting a serious problem of alcohol drinking behavior which needs to be solved urgently. This research aimed to identify the semantic factors on alcohol drinking behavior and to use maternal instinct driving for housewives as village health volunteers in rural communities, Thailand. Two methods were implemented as the problematic classification and the semantic factors model among thirty housewives being as village health volunteers. The findings revealed two aspects: health and children's cognitions had the maximum percentage. Most of them were related to the method of social skills, being a role model in families and communities and the designing activities implemented which led to the prominent caretaking characteristics relating to the life skills. Furthermore, this study can expand the idea and new alternative to the rural communities which might face with the same trouble arising from the alcohol drinking behavior.
The purpose is to identify the semantic factors with attention to arouse the maternal instinct of housewives being as health volunteers. The samples of this research are 18 housewives being village health volunteers with high maternal instinct and alcohol drinking behaviour learning in the rural communities, Thailand. By using adaptive control of thought rational (ACT-R) process, based on maternal instinct implemented from the semantic model, maternal instinct semantic factors model innovation is found. It engages with six cognitions; finance, health, family, children, society's recognition and environment. Importantly, this model illustrates the 13 significant methods of activity designing.Reference to this paper should be made as follows: Jaimung, T., Yodmongkol, P., Chakpitak, N. and Sureephong, P. (2015) 'Maternal instinct semantic factors model innovation: alcohol drinking behaviour modification learning in health volunteer housewives', Int.
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