Introduction
In recent years, social media has significantly transformed consumer communication and the methods by which they gather and share information regarding products and services This evolution has reshaped the landscape of consumer interactions, highlighting the critical role social media plays in influencing purchasing decisions.
Social media encompasses a range of Internet-based applications that leverage the principles of Web 2.0, facilitating the creation and exchange of User Generated Content (Kaplan & Haenlein, 2010) It enables individuals to easily search for information, share ideas, and engage in global discussions For businesses, social media provides a cost-effective means to connect with a vast audience, transcending geographical barriers It enhances customer service through instant feedback and fosters brand awareness while allowing companies to develop products that meet customer needs As a result, social media is crucial for strengthening the relationship between customers and businesses, with Facebook standing out as the leading platform, boasting 1.19 billion mobile monthly active users as of December 2014.
(Facebook Annual Report, 2014) With the population over 90 million, Vietnam has around 49 million people using Internet, equivalent to 52% of the total population
As of 2016, Vietnam ranks thirteenth globally in terms of the number of Internet users, with Facebook boasting 30 million monthly active users in the country Notably, 27 million of these users access Facebook via mobile devices, as reported by Tuoi Tre News in 2015 On average, each Vietnamese user spends approximately two hours and 30 minutes daily on the platform, primarily engaging with friends and exploring brand and shop fan pages These fan pages serve as public profiles, enabling artists, public figures, businesses, and organizations to connect with the Facebook community effectively.
Most of big enterprises in Vietnam also have fanpage such as: Samsung Mobile
Vietnam, Vinamilk, Lazada, Coca-Cola, etc to connect with their customers
Customer participation has been considered as an important topic in a board range of journal and business research over the past 40 years (Mustak, Jaakkola &
Halinen, 2013) Dabholkar (1990) defined customer participation as “the degree to which the customer is involved in producing and delivering the service” (p 484)
Customer participation in this study is consistent with the concept of value “co- creation” in service-dominant logic (Vargo & Lusch, 2004; Lusch &Vargo, 2006)
Service-Dominant logic considers customer is always a co-creator (Vargo & Lusch,
In recent years, the role of customers has shifted from being passive recipients to active co-producers in the product development process, as highlighted by Prahalad and Ramaswamy (2004) Traditionally, companies dictated the products and services they offered, assuming they understood customer value without significant input from consumers However, a customer-centric approach now recognizes customers as partners in innovation, as noted by Sawhney, Verona, and Prandelli (2005) Consequently, many companies leverage social media platforms to engage customers, gaining insights into their demands and fostering contributions that enhance the development of new products and services.
Motivations driving consumers to take part in the virtual community attracted more attention from many researchers (Dholakia, Bagozzi & Lisa, 2004; Wang &
Fesenmaier, 2004a, 2004b; Madupu, 2006; Raacke & Bonds-Raacke, 2008; Foster,
Francescussi & West, 2010; Kang, 2011; Jahn & Kunz, 2012, de Vries & Carlson,
Wang and Fesenmaier (2004a) categorized factors influencing customer engagement into four groups: functional, social, psychological, and hedonic Building on the Uses and Gratifications theory, Jahn and Kunz (2012) introduced a framework identifying five key motivators of customer engagement on Facebook fan pages: functional value, hedonic value, social interaction value, brand interaction value, and self-concept value While previous studies on virtual community participation have primarily focused on developed countries, there is a notable lack of research in developing nations, such as Vietnam.
Personality traits significantly impact Facebook usage, as numerous studies have established a connection between these traits and user participation in virtual communities (Kraut et al., 2002; Acar & Polonsky, 2007; Ross et al., 2009; Wilson et al., 2010; Seidman, 2013) Specifically, Acar and Polonsky (2007) noted that factors like extraversion, self-esteem, opinion-seeking, and opinion leadership directly and indirectly influence the time individuals spend on social media platforms Additionally, Ross et al (2009) found that personality variables such as extraversion, neuroticism, openness to experience, agreeableness, and conscientiousness correlate with various aspects of Facebook usage.
This study aims to explore the factors influencing customer participation in social media, specifically examining how personality traits moderate the relationship between functional, hedonic, and social values and participation in fan pages Additionally, we focus on the impact of customer engagement in virtual communities on life satisfaction, particularly in developing countries like Vietnam By understanding the motivations behind customer involvement in fan pages, this research provides valuable insights for managers seeking to leverage social media as a strategic marketing tool to enhance competitive advantage and strengthen relationships with current and potential customers.
This paper is structured into several key sections: the first provides a concise overview of customer participation within the social media landscape, while the second presents the theoretical framework and hypotheses guiding the study The third section outlines the methodologies employed for data collection and analysis, followed by a detailed examination of the findings and a discussion of their implications The paper concludes by addressing its limitations and suggesting avenues for future research.
Theoretical background and hypotheses
Customer participation
Customer participation was adopted from the concept of Dabholkar (1990) as “the degree to which the customer is involved in producing and delivering the service” (p
Customer participation aligns with the concept of value co-creation within the service-dominant logic framework, as highlighted by Vargo and Lusch (2004) This framework underscores the mutual involvement of customers and firms in the value creation process Unlike in the past, when customers were passive recipients of products and services, today's consumers are informed, connected, and empowered, largely due to the rise of search engines and social networking platforms.
Customers become active players and equally in co-produce and co-create value with the firms
Social media plays a central role to encourage customer participation with the firms because it increases communication between the company and the customer
In the past, companies invested heavily in customer interviews and surveys, but today, social media platforms provide enhanced opportunities for global engagement These platforms not only reduce the time needed to gain insights into products but also improve the quality of information collected Facebook, as the most popular social networking site, offers various services for businesses to connect with their customers, particularly through fan pages According to Cvijikj and Michahelles (2013), fan pages allow customers to engage by posting content, commenting on posts, liking content, and sharing posts on their profiles Additionally, Ho and Wang (2015) noted that customer participation includes becoming members, sharing experiences, interacting with others, and asking or answering questions about the brand By monitoring comments on fan pages, companies can gather valuable insights into customer opinions and feelings regarding their brand and products.
According to Hansson, Wrangmo, and Klaus (2013), crucial knowledge can significantly aid firms in various activities, such as generating ideas for new product design and development or testing beta products (van Doorn et al., 2010) Consequently, fan pages have emerged as platforms where customers can actively engage in co-creation with companies.
In today's digital landscape, companies are increasingly focused on understanding the motivations behind customer participation in virtual communities A significant portion of this research is grounded in the Uses and Gratifications theory, introduced by Katz in 1959, which is recognized as a pivotal framework in mass communication studies (Curras-Perez, Ruiz-Mafe & Sanz-Blas, 2014) This theory adopts a psychological perspective, emphasizing how individuals engage with mass media and other communication forms to satisfy their needs and desires (Rubin, 2002) Its application spans various media types, including radio, newspapers, magazines, and television (Dunne, Lawlor & Rowley, 2010).
Korgaonkar and Wolin (1999) utilized the Uses and Gratifications theory to identify seven key motivations and concerns influencing web usage These include social escapism, transaction-based security and privacy, information seeking, interactive control, socialization, non-transactional privacy, and economic motivations Additionally, demographic factors are significantly linked to three contexts of web usage, specifically the daily hours spent online.
The Internet serves various purposes, with users balancing business and personal activities while making online purchases Papacharissi and Rubin (2000) identified five key motivators for Internet use: interpersonal utility, pass time, information seeking, convenience, and entertainment Further research by Ko, Cho, and Roberts (2005) utilized structural equation modeling to highlight major motivations, confirming that information, convenience, entertainment, and social interaction significantly influence interactive advertising Park, Kee, and Valenzuela (2009) found that students engage with Facebook Groups primarily to gather information about campus activities, socialize, enhance self-status, and seek entertainment Wang and Fesenmaier (2004a) categorized these motivations into four distinct areas: functional benefits, which focus on achieving specific goals like information sharing; hedonic benefits, associated with enjoyment and excitement; social benefits, linked to community support and relationship-building; and psychological benefits, which foster a sense of belonging and connection within the community.
In 2011, four key benefit factors—functional, hedonic, monetary, and social-psychological—were identified as predictors of member participation in hotel and restaurant fan pages Building on this, Jahn and Kunz (2012) utilized the Uses and Gratifications theory to develop a framework that includes functional value, hedonic value, social interaction value, brand interaction value, and self-concept value, all of which drive customer engagement on Facebook fan pages Their research highlighted that both hedonic and functional values are critical in attracting users to these fan pages.
This article examines the impact of functional, hedonic, and social values on customer participation in travel communities and the hotel industry Wang and Fesenmaier (2004) highlighted that hedonic and social values primarily drive participation, while other research (Raacke & Bonds-Raacke, 2008; Foster et al., 2010; Jahn & Kunz, 2012) emphasizes the significant role of functional value in social media engagement Kang (2011) integrated social and psychological constructs into a concept termed social-psychological benefits, revealing their strong correlation Furthermore, Kang's study indicated that functional, hedonic, and social-psychological benefits positively influence consumer participation in the hotel sector Thus, it is proposed that all three values—functional, hedonic, and social—contribute positively to customer engagement.
Numerous studies have investigated the impact of customer participation in virtual communities, revealing that engaging in co-creation significantly enhances product quality for customers (Füller, Hutter & ).
Faullant, 2011), or enhance customer satisfaction (Nambisan & Baron, 2007), encourage repeat purchase (Dong, Evans & Zou, 2008; Roggeveen, Tsiros & Grewal,
Brodie, Ilic, Juric, and Hollebeck (2013) utilized netnographic methodology to explore the effects of customer participation in virtual communities, highlighting key outcomes such as consumer loyalty, satisfaction, empowerment, emotional connections, trust, and commitment Notably, customer satisfaction is significantly influenced by customers' enjoyment, excitement, and pleasure derived from using a product or service, serving as an indicator of the relationship quality between the customer and the firm (Wulf & Odekerken-Schro¨der, 2001) Increased customer engagement correlates with heightened satisfaction levels.
Personality traits, defined as consistent patterns of thoughts, feelings, and actions, encompass extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience (McCrae & Costa, 1990) Numerous studies have explored the connection between these traits and participation in virtual communities (Kraut et al., 2002; Acar & Polonsky, 2007; Ross et al., 2009; Amichai-Hamburger & Vinitzky, 2010; Wilson et al., 2010; Seidman, 2013) Research indicates that personality traits can have both direct and indirect effects on the amount of time individuals spend on online social networks (Acar & Polonsky, 2007).
Ross et al (2009) indicated that personality traits associated with some aspect of
Facebook use The studies of Ross et al (2009), Amichai-Hamburger and Vinitzky
(2010) demostrated clearly that some of personality traits are linked to Facebook use
The proposed conceptual model suggests that functional value, hedonic value, and social value positively influence customer participation Additionally, it hypothesizes that increased customer participation leads to greater life satisfaction Furthermore, the study examines personality traits as moderating factors in the relationship between functional value, hedonic value, social value, and customer participation.
Functional value
Before making decisions, individuals carefully weigh the benefits against the costs Consumers are motivated to engage in activities when they anticipate receiving valuable returns The functional value is linked to the benefits gained from fulfilling specific objectives, including information gathering, sharing, convenience, and efficiency.
Previous research applying Uses and Gratifications theory to brand communities and social media indicates that information plays a crucial role in user participation Park, Kee, and Valenzuela (2009) noted that individuals join Facebook groups to gain insights into events and product details Similarly, Raacke and Bonds-Raacke (2010) found that users engage with friend networking sites like Myspace and Facebook to satisfy their desire for information sharing about themselves and others Kang (2011) highlighted that functional benefits significantly enhance member participation on hotel fan pages, while Jahn and Kunz (2012) emphasized that information value positively affects fan page usage intensity Moreover, Cvijikj and Michahelles (2013) discovered that posts containing brand-related information boost user engagement through likes and comments, with informational content leading to increased interaction duration.
Customers participate in virtual community when they perceive that they can gain technology knowledge and learn more about the product’s information
Customers are driven to engage with fanpages primarily to fulfill their specific information needs On these platforms, they can seek details about products or services offered by companies, read posts and comments from other users, and inquire about the quality of offerings Therefore, the first hypothesis suggests that customer engagement is closely linked to their quest for relevant information.
H1: Functional value has a positive effect on customer participation in fanpage.
Hedonic value
Hedonic value plays a crucial role in motivating customers to engage in virtual communities, alongside functional value According to Wang and Fesenmaier (2004a), hedonic value encompasses experiences that evoke feelings of enjoyment, excitement, happiness, and enthusiasm Ko, Cho, and Roberts (2005) further emphasize that the pursuit of hedonic experiences is a key motive for online participation Additionally, Park, Kee, and Valenzuela (2009) highlight that users often join Facebook groups primarily for leisure and amusement.
Research indicates that hedonic value plays a crucial role in driving user participation on hotel and restaurant fan pages, as highlighted by studies from 2011 and 2012 Specifically, Jahn and Kunz emphasized that hedonic value is a key factor in attracting users to Facebook fan pages Additionally, Cvijikj and Michahelles found that entertaining content significantly boosts engagement across liking, commenting, and sharing, while also enhancing the duration of interactions on fan pages.
Some virtual communities provide games and contests related to member mutual interests, which make members feel more pleasure, fun and entertainment
Engaging with a fan page can provide customers with a sense of fun and entertainment, increasing the likelihood that they will visit and spend more time on it This leads to the formulation of the second hypothesis.
H2: Hedonic value has a positive effect on customer participation in fanpage.
Social value
Social value related to value derived from building relationships and performing interactions such as providing information to help-seekers and receiving help (Wang
& Fesenmaier, 2004a) Virtual communities are ideal places to satisfy social gratification since it provides socially structured and convey social meaning (Wang,
Customers engaging in social media can effectively assist one another by sharing ideas and opinions, addressing questions from fellow members, and introducing new discussion topics.
(Madupu, 2006) Another reason why users join Facebook groups is to satisfy their social needs (meeting and talking with others, getting peer support and a sense of community) (Park, Kee & Valenzuela, 2009)
Virtual communities transcend geographical boundaries, allowing members to connect with individuals from around the globe at their convenience This accessibility has integrated virtual communities into daily life, fostering a sense of belonging Research has shown that social value plays a crucial role in encouraging participation within these online communities (Wang & Fesenmaier, 2004a, 2004b).
Research indicates that when online members recognize shared interests with others, their frequency of visiting fan pages increases, leading to greater engagement in fan page activities Consequently, customers who perceive a high social value are more likely to participate actively in fan page interactions.
H3: Social value has a positive effect on customer participation in fanpage.
Life satisfaction
Life satisfaction, or quality of life, is a multifaceted concept that encompasses overall contentment in various life aspects, including environment, recreation, social connections, and mental health (Vaez, Kristenson & Laflamme, 2004; Shen, 2015) Research indicates that customer participation in co-creation significantly boosts satisfaction, as active involvement leads to feelings of enjoyment and excitement regarding products and services (Grünroos, 2008; Vega-Vazquez, Revilla-Camacho & Cossío-Silva, 2013) Engaging in co-creation through platforms like fan pages allows customers to express their thoughts, interact with the company, and connect with other fans, ultimately enhancing their overall life satisfaction.
Thus, the fourth hypothesis is proposed as follows:
H4: Customer participation in fanpage has a positive effect on life satisfaction.
Personality traits
Personality traits are defined as dimensions of individual differences that reveal consistent patterns in thoughts, feelings, and actions (McCrae & Costa, 1990) The five-factor model of personality, identified by McCrae and John (1992), includes five broad dimensions: extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience Extraversion describes individuals who are social and energized by interactions, while agreeableness reflects kindness and cooperativeness Conscientiousness indicates a person's level of organization and reliability Neuroticism is characterized by tendencies toward anxiety and emotional distress, and openness to experience encompasses imagination, curiosity, and a desire for new experiences.
Individuals with high levels of extraversion tend to utilize the internet to maintain connections with friends and family, as well as to engage with new acquaintances online Their social nature often leads them to participate in frequent chatting and online interactions.
Research by Seidman (2013) highlights a correlation between extraversion and the increased use of Facebook for communication Individuals with high levels of extraversion are inclined to pursue social interactions and seek out opportunities for engagement with others Thus, the fifth hypothesis suggests that extraversion influences social media usage patterns.
H5a: Extraversion moderates the relationship between functional value and customer participation
H5b: Extraversion moderates the relationship between hedonic value and customer participation
H5c: Extraversion moderates the relationship between social value and customer participation
Individuals with high levels of agreeableness often seek to fulfill their belonging needs through social platforms like Facebook, which serve as effective tools for forming and maintaining relationships (Seidman, 2013) The increasing popularity of fan pages allows these agreeable customers to engage actively, helping them establish and nurture connections with both the brand and fellow community members.
H6a: Agreeableness moderates the relationship between functional value and customer participation
H6b: Agreeableness moderates the relationship between hedonic value and customer participation
H6c: Agreeableness moderates the relationship between social value and customer participation
Researchers have shown that that people with high agreeableness and conscientiousness (Mooradian, Renzl, & Matzler, 2006; Matzler, Renzl, Müller,
Herting, & Mooradian, 2008) are more likely to share their knowledge with others than those who are low conscientiousness In addition to, Amichai-Hamburger and
According to Vinitzky (2010), individuals with high conscientiousness are likely to have more friends on Facebook Fanpages serve as platforms for users to share their experiences regarding services and products, indicating that conscientious individuals may be more inclined to engage in fanpages to connect with others and share insights.
H7a: Conscientiousness moderates the relationship between functional value and customer participation
H7b: Conscientiousness moderates the relationship between hedonic value and customer participation
H7c: Conscientiousness moderates the relationship between social value and customer participation
Research by Ehrenberg et al (2008) suggests that individuals with high levels of neuroticism tend to use instant messaging more frequently This sensitivity to rejection may drive them to utilize platforms like Facebook as a secure environment for self-presentation (Seidman, 2013) Additionally, they may turn to fan pages as a means to connect with others and seek support in challenging situations they fear confronting in real life.
H8a: Neuroticism moderates the relationship between functional value and customer participation
H8b: Neuroticism moderates the relationship between hedonic value and customer participation
H8c: Neuroticism moderates the relationship between social value and customer participation
Individuals with high openness to experience exhibit curiosity and a desire to learn, making them more likely to engage with fanpages that provide new information about products, services, and market trends According to Ross et al (2009), those who score higher in openness tend to be more sociable on platforms like Facebook Fanpages attract individuals with similar interests, creating an environment where open-minded customers can connect and share experiences with like-minded members Thus, we propose the ninth hypothesis: individuals with high openness to experience are more likely to participate in fanpages.
H9a: Openness to experience moderates the relationship between functional value and customer participation
H9b: Openness to experience moderates the relationship between hedonic value and Customer participation
H9c: Openness to experience moderates the relationship between social value and customer participation.
Methodology
Procedure and sample
The research comprised two phases: a pilot study and a main survey, targeting participants with Facebook accounts who follow a fan page The pilot study involved qualitative research through in-depth interviews with six individuals aged 24 to 28 in Ho Chi Minh City, including three office staff and three ISB students This qualitative phase was essential for refining constructs previously noted in the literature, ensuring they were relevant and comprehensible Feedback and suggestions gathered from the interviews were instrumental in enhancing the official questionnaire, aiming to improve respondent understanding.
The main survey questionnaire was distributed to ISB students, colleagues, and friends via Google Docs and email, while paper copies were provided to individuals in Gia Dinh Park A significant number of respondents completed the questionnaire through a link shared on social media platforms like Facebook and Zalo The data analysis process included a reliability test to ensure accuracy.
This study utilized Cronbach’s alpha, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA) to evaluate the validity of measurement scales The hypotheses were tested using Structural Equation Modeling (SEM) and Multi-group analysis Data analysis was conducted with SPSS and AMOS software.
Measurement
There are five constructs were examined in this study: functional value, hedonic value, customer participation, personality traits and life satisfaction Items for each construct are showed in Table 1
The study assessed functional, hedonic, and social values of fanpage content using four items adapted from Jahn and Kunz (2012) Each item was evaluated on a seven-point Likert scale, ranging from (1) "strongly disagree" to (7) "strongly agree."
Customer participation was assessed using four items related to activities on the fanpage, following the methodology of Kang (2011) This measurement utilized a five-point Likert scale, ranging from (1) "strongly disagree" to (5) "strongly agree."
The study assessed five key personality traits—extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience—using sixteen items derived from the research of Olsen, Tudoran, Honkanen, and Verplanken (2016) Participants responded to each item on a seven-point scale, providing insights into their individual characteristics.
Liker scale anchored with (1) “Strongly disagree” to (7) “Strongly agree” and “R” denotes Reversed-score
Life satisfaction, a key component of quality of life, was assessed using five specific items derived from the work of Diener, Emmons, Larsen, and Griffin (1985) Respondents rated each item on a seven-point Likert scale, ranging from 1 ("strongly disagree") to 7 ("strongly agree").
FV1 The content of the Facebook brand page is helpful for me
The content on the Facebook brand page is not only useful but also functional and practical, providing valuable information that enhances my experience and engagement with the brand.
HV1 The content of the Facebook brand page is fun
The content on the Facebook brand page is not only exciting but also pleasant and entertaining, making it an engaging platform for users.
SV1 I can meet people like me on this Facebook brand page
SV2 I can meet new people like me on Facebook brand page
SV3 I can find out about people like me on this Facebook brand page
SV4 I can interact with people like me on this Facebook brand page
CUSPA1 I take an active part in the fanpage X
CUSPA2 I frequently provide useful information to other members
CUSPA3 In general, I post messages and responses on the fanpage X with great enthusiasm and frequency
CUSPA4 I do my best to participate in activities offered on the fanpage X
QoL1 In most ways my life is close to my ideal
Diener, Emmons, Larsen and Griffin
QoL2 The conditions of my life are excellent
QoL3 I am satisfied with my life
QoL4 So far I have gotten the important things I want in life QoL5 If I could live my life over, I would change almost nothing
EXT1 I see myself as outgoing, enthusiastic
Olsen, Tudoran, Honkanen and Verplanken
EXT2 I see myself as reserved, quiet (R) EXT3 I see myself as chatty, talkative AGR1 I see myself as sympathetic, warm
AGR2 I see myself as critical, quarrelsome (R) AGR3 I see myself as kind, friendly to others CON1 I see myself as dependable, self-disciplined
CON2 I see myself as disorganized, careless (R) CON3 I see myself as punctuality, systematic CON4 I see myself as messy, inaccurate (R) NEU1 I see myself as anxious, easily upset
NEU2 I see myself as calm, emotionally stable (R) NEU3 I see myself as nervous, tense
OPE1 I see myself as open to new experiences, complex OPE2 I see myself as conventional, uncreative (R) OPE3 I see myself as creative, lively imagination
The questionnaire was originally in English but then was translated into
The study was conducted by an academic fluent in both Vietnamese and English, ensuring accurate communication with all respondents, who were Vietnamese The questionnaire was divided into three sections: the first part included screening questions to verify Facebook usage and fanpage following, the second part focused on measuring five specific constructs, and the final section collected demographic information and details about Facebook usage.
Data analysis
Descriptive Analysis
After distributing to 300 respondents, a total of 250 questionnaires were collected
Because of having 19 invalid ones, the rest of 231 was used for data analyzed with
The study utilized SPSS Version 16.0 software to analyze a sample comprising 40% male and 60% female participants The age distribution revealed that 40.3% were between 18 and 25 years old, while the largest group, 55%, fell within the 26 to 35 age range Only 4.8% of participants were aged 36 to 50, and none were over 50 Regarding occupation, 69.7% of respondents were office staff, 20.3% were students, and 2.6% identified as housewives In terms of income, the majority earned between 5 to 10 million.
VND per month was 98 persons, equivalent with 42.4%, the lowest percentage belonged to both level from 15 to 20 million VND and level over 20 million VND with
According to the survey, 35.5% of respondents spend less than half an hour daily on fanpages, while 29.4% dedicate between half an hour to one hour, and 19.5% spend one to two hours per day Notably, only 5.2% of participants reported spending more than four hours daily on fanpages.
Finally, Foody, nhaccuatui.com and Lazada were the three most frequency fanpage which were accessed by the respondents with the percentage of 27.3, 18.6, 18.6 respectively.
Cronbach’s Alpha, EFA, CFA and SEM
In this study, Cronbach’s alpha was utilized to assess the reliability of the scales, with coefficients ranging from 0.788 to 0.916 All observed variables met the criteria for both Cronbach’s alpha and item-total correlation, with corrected item-total correlations exceeding 0.30.
As a result, all these constructs were acceptable
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Functional Value (FV): Cronbach's Alpha = 0.865
Hedonic Value (HV): Cronbach's Alpha = 0.788
Social Value (SV): Cronbach's Alpha = 0.912
Life Satisfaction (QoL): Cronbach's Alpha = 0.859
Customer participation (CUSPA): Cronbach's Alpha = 0.916
After conducting Cronbach’s alpha, exploratory factor analysis (EFA) was performed to examine the relationships among internal variables The KMO value was found to be 0.876, with a significant p-value of less than 0.05, indicating the sample's suitability for factor analysis Variables QoL1 and HV3 were excluded from further analysis due to their loading factors being below the acceptable threshold of 0.5 All other variables demonstrated factor loadings above this cut-off Notably, HV4 was associated with two factors, but its highest loading exceeded the next highest by more than 0.3, thus it was retained in the analysis.
Extraction Method: Principal Axis Factoring
Rotation Method: Promax with Kaiser Normalization a Rotation converged in 6 iterations
The results of the Confirmatory Factor Analysis (CFA) indicated an acceptable fit to the data, with χ² = 03.530, degrees of freedom (df) = 1, and a χ²/df ratio of 2.153 Additionally, the Goodness of Fit Index (GFI) was 0.881, the Tucker-Lewis Index (TLI) was 0.932, the Comparative Fit Index (CFI) was 0.944, and the Root Mean Square Error of Approximation (RMSEA) was 0.071 All CFA factor loadings in this scale were equal to or greater than 0.681.
Figure 2 CFA for Customer participation
In the next step, SEM was used to test the theoretical model and hypotheses The proposed model received an acceptable fit to the data: χ 2 = 343.504, df4, χ 2 /df
Hypotheses testing
The SEM results confirmed that the theoretical model fit the data, supporting hypothesis H1, which indicated a positive effect of functional value on customer participation in fanpages (β = 0.158, p < 0.10) Similarly, hypothesis H3 was validated, showing that social value positively influences customer participation (β = 0.542, p < 0.10) Furthermore, hypothesis H4 was also supported, demonstrating that customer participation in fanpages positively affects life satisfaction (β = 0.234, p < 0.10), with all hypotheses being supported at a 90% confidence level However, hypothesis H2, which proposed a positive effect of hedonic value on customer participation, was found to be non-significant (β = 0.073, p > 0.1) Standardized structural paths are presented in Table 4.
H1: Functional value -> Customer participation 0.158 0.085 1.862 0.063 H2: Hedonic value -> Customer participation 0.073 0.082 0.892 0.372 H3: Social value -> Customer participation 0.542 0.063 8.638 0 H4: Customer participation -> Life satisfaction 0.234 0.070 3.367 0
Results of moderating effect
Multi-group analysis in SEM was used to test the moderating effect of personality traits In this research, moderating variable was measured following seven-point
The Likert scale was utilized to categorize personality traits into two distinct groups based on their median scores: a high group and a low group The median scores for each trait were as follows: Extraversion (EXT) at 5, Agreeableness (ARG) at 5.333, Conscientiousness (CON) at 5.25, Neuroticism (NEU) at 3.6667, and Openness (OPE) at 5 This classification allows for a clearer understanding of personality dimensions.
The multi-group analysis results indicate no significant differences between the variant and invariant models regarding Agreeableness (χ² = 2.641, df = 4, p = 0.620) and Neuroticism (χ² = 3.605, df = 4, p = 0.462).
Openness to experience (χ 2 = 2.723, df = 4, p= 0.605) Consequently, H6a, H6b,
H6c, H8a, H8b, H8c, H9a, H9b, H9c were not supported However, these results of
Extraversion (χ 2 = 12.663, df = 4, p= 0.013