Introduction
In recent years, social media has transformed how consumers communicate and share information about products and services, enabling easier access to information and interaction on a global scale (Hennig-Thurau et al., 2010) Defined as a collection of Internet-based applications that facilitate user-generated content, social media allows companies to reach potential customers cost-effectively, improve services through instant feedback, and enhance brand awareness (Kaplan & Haenlein, 2010) This has significantly strengthened the relationship between customers and firms Among social media platforms, Facebook stands out with 1.19 billion mobile monthly active users as of December 2014 (Facebook Annual Report, 2014) In Vietnam, where over 49 million people use the Internet—about 52% of the population—Facebook boasts 30 million monthly active users, with 27 million accessing it via mobile devices (Internet Live Stats, 2016; Tuoi Tre News, 2015) Vietnamese users spend an average of two hours and 30 minutes daily on Facebook, primarily engaging with friends and brand fan pages, which are public profiles that allow businesses to connect with the community Major enterprises in Vietnam, including Samsung Mobile Vietnam and Coca-Cola, utilize fan pages to engage their customers effectively.
Customerparticipationhasbeenconsideredasanimportanttopicinaboardrangeofjourn alandbusinessresearchoverthepast40years(Mustak,Jaakkola&Halinen,2013).Dabholkar(1 990)definedcustomerparticipationas“thedegreetowhich thecustomerisinvolvedinproducing anddeliveringtheservice”(p.484).Customerparticipationinthisstudyisconsistentwiththeconce ptofvalue“co-creation”inservice- dominantlogic(Vargo&Lusch,2004;Lusch&Vargo,2006).S e rv i c e-
Dominant logic posits that customers are co-creators of value (Vargo & Lusch, 2004) Research by Prahalad and Ramaswamy (2004) highlights that customers have transitioned from being a "passive audience" to "active" co-producers Historically, companies determined which products and services to offer based on their own perceptions of customer value, often sidelining customer input However, in a customer-centric approach, customers are now seen as partners in the development of new products (Sawhney, Verona & Prandelli, 2005) As a result, many companies are leveraging social media platforms to encourage customer participation, aiming to gain deeper insights into customer demands and enhance contributions to the product and service development process.
Motivationsdrivingconsumerstotakepartinthevirtualcommunityattractedmoreattent ionfrommanyresearchers(Dholakia,Bagozzi&Lisa,2004;Wang&
Raacke (2008), Foster et al (2010), Kang (2011), Jahn and Kunz (2012), and de Vries and Carlson (2014) have explored various factors influencing customer engagement, categorizing them into four main types: functional, social, psychological, and hedonic (Wang and Fesenmaier, 2004a) Building on the classical Uses and Gratifications theory, Jahn and Kunz (2012) introduced a framework that identifies five key motivators for customer engagement on Facebook fan pages: functional value, hedonic value, social interaction value, brand interaction value, and self-concept value While much of the existing research on participation in virtual communities has focused on developed countries, there is a noticeable gap in studies conducted in developing nations like Vietnam.
PersonalitytraitsalsoinfluencetotheuseofFacebook.Invirtualcommunity,manyrese archersshowthattherewastherelationshipbetweenthepersonalitytraitsa n d customerparticipa tion(Kraut,Kiesler,Boneva,Cummings&La,2002;Acar&Polonsky,2007;Rossetal.,2009; Wilson,Fornasier&White,2010;Seidman,2013).A c a r andPolonsky(2007)statedthatperso nalityfactorssuchasextraversion,self- esteem,opinionseekingandopinionleadershiphavedirectandindirectimpactsontimespentusin gonlinesocialmedianetworks.Rossetal.
(2009)indicatedthatpersonalityvariables(extraversion,neuroticism,opennesstoexperience,a g r e e a b l e n e s s andconscientiousness)wereassociatedwithsomeaspectsofFacebooku s e
Fromthesereasons,thepurposeofthisstudyistoexaminefactorsaffectingtocustomerp articipationinsocialmedia.Besides,w e wanttotestpersonalitytraitsw h e t h e r theymoderate stherelationshipbetweenfunctionalvalue,hedonicvalue, socialvalueandcustomer’sparticipationinfanpage.Finally,customerparticpationinvi rt ual co mmunityhasmanyconsequences,butinthisstudywefocusonhowcustomerparticipationinfanpa geaffectslifesatisfaction,especiallyinadevelopingc o u n t r y likeVietnam.Webelievethatund erstandingthereasoncustomerstakepartinf a n p a g e willofferusefulguidanceformanagersusi ngitasachannelintheirstrategymarketingtocreateacompetitiveadvantageandimprovetherelat ionshipwithexistingcustomersorattractmorepotentialcustomers.
Thepaperisorganizedasfollows.Thefirstsectionrepresentsthebriefreviewofcustome rparticipationinthecontextofsocialmediaenvironment.Thesecondsectionincludestheoretic albackgroundandhypotheses.Thethirdsectiondescribest h e methodsusedtocollectandan alyzethedata.Itisfollowedbyanalyzingthef i n d i n g s anddiscussion.Finally,thepapercloses withstudylimitationsanddirectionsf o r futureresearch.
Theoreticalbackground and hypotheses
Customerparticipation
CustomerparticipationwasadoptedfromtheconceptofDabholkar(1990)as“thed e g r e e towhic hthecustomerisinvolvedinproducinganddeliveringtheservice”(p.484).Customerparticipati onisalsoconsistentwiththe conceptofvalue“co-creation”inservice- dominantlogic(Vargo&Lusch,2004;Lusch&Vargo,2006).V a r g o andL u s c h (2004)emp hasizedonvalueco-creationinService-
Dominantlogicframeworka s amutualprocessinwhichcustomersandfirmsareequallyinvolvedi nvaluec r e a t i o n Inthepast,customerswerepassiveinreceivingproductsorservicesoffered bythefirms.Theyarenowinformed,connected,networked,andempoweredmorethanbefore,th ankstosearchenginesandtheexplosionofsocialnetworkingsites.Customersbecomeactivepla yersandequallyinco-produceandco-createvaluewitht h e firms.
In the past, companies invested heavily in interviewing targeted customers and collecting survey data, but today, social media platforms offer 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 gathered Popular social media sites like Facebook, YouTube, Instagram, and LinkedIn facilitate direct communication between firms and customers, with Facebook being the most widely used Businesses can utilize fan pages to foster customer interaction, allowing users to post content, comment on existing posts, and express interest through likes and shares Research by Cvijikj and Michahelles (2013) highlights how fan pages enable customers to engage by sharing experiences and asking questions Additionally, customer comments provide valuable feedback that companies can leverage for product design and development, as noted by Hansson et al (2013) and van Doorn et al (2010) Consequently, fan pages have evolved into collaborative spaces where customers can actively participate in co-creation with brands.
’participationinvirtualcommunity.MostoftheseresearchbasedonUsesan d Gratificationstheo ry.UsesandGratificationstheory,proposedbyKatz(1959),h a s beenconsideredasoneofthem ostinfluentialtheoriesinthestudyofmasscommunicationmedia(Curras-Perez,Ruiz- Mafe&Sanz-
Blas,2014).Usesandg r a t i f i c a t i o n s canbeviewedasapsychologicalcommunicationperspe ctivewhichf o c u s e s onhowindividualusemassmediaandotherformsofcommunicationsuc hasinterpersonalcommunicationtofulfilltheirneedsandwants(Rubin,2002).T h i s t h e o r y hasbeenusedtoavarietyofmassmediaandmediacontent,fromtheapproacho f radio,newspa pers,magazines,television(Dunne,Lawlor&Rowley,2010).
Korgaonkar and Wolin (1999) identified seven motivations for web use, including social escapism, security and privacy concerns, information seeking, interactive control, socialization, non-transactional privacy, and economic factors, which correlate with web usage contexts such as daily hours spent online and business versus personal use Similarly, Papacharissi and Rubin (2000) highlighted five motivators for internet use: interpersonal utility, pastime, information seeking, convenience, and entertainment Ko, Cho, and Roberts (2005) utilized structural equation modeling to reveal major constructs motivating internet use, including information, convenience, entertainment, and social interaction, and their effects on interactive advertising Park, Kee, and Valenzuela (2009) found that students join Facebook groups to obtain information about campus activities, socialize, seek self-status, and find entertainment Wang and Fesenmaier (2004a) categorized motivations into functional, social, psychological, and hedonic benefits, with functional benefits focusing on efficiency and information sharing, while hedonic benefits emphasize enjoyment and excitement Kang (2011) identified four benefit factors as predictors of member participation in hotel and restaurant fan pages Recently, Jahn and Kunz (2012) proposed a framework based on Uses and Gratifications theory that includes functional, hedonic, social interaction, brand interaction, and self-concept values, finding that both hedonic and functional values are crucial for attracting users to Facebook fan pages.
FormonU s e s andGratificationtheory,functionalvalue,hedonicvalue,andsocialval ueischosentoexamine.WangandFesenmaier(2004a,2004b)statedthatjusthedonicvalueand socialvaluehavemainlyaffecttotheparticipationintravelcommunity,however,manystudies inthesocialmediaarealsoshownthatfunctionalv a l u e (Raacke&Bonds-
Raacke,2008;Fosteretal.,2010;Jahn&Kunz,2012)hasanimportantroleforsocialmediausersp articipation.ThestudyofKang(2011)aboutthecustomerparticipationinfanpageinhotelindust rycombinedsocialandp s y c h o l o g i c a l constructintoasingleconstruct,social- psychologicalbenefits,duetotheirhighcorrelation.Moreover,Kang(2011)alsodemonstratedt hatfunctional,h e d o n i c , andsocial- psychologicalbenefitspositivelyinfluenceconsumerparticipationinthehotelindustry.Therefor e,functionalvalue,hedonicvalueandsocialvaluearesupposedtohavepositiveeffectoncustom erparticipation.
Severalresearchhavebeendonetoexploretheconsequencesofcustomerp a r t i c ip a t i o n invirtualcommunity.T h e participationinco- creationinvirtualc o m m u n i t y leadthecustomersreceivebetterproductquality(Füller,Hutt er&F a u l l a n t , 2011),orenhancecustomersatisfaction(Nambisan&Baron,2007),encoura gerepeatpurchase(Dong,E v a n s &Zou,2008;Roggeveen,Tsiros&Grewal,2 0 1 2 ) B r o d i e , Ilic,JuricandHollebeck(2013)adoptednetnographicmethodologytoi d e n t i f y anumber ofconsequencesofcustomerparticipationinvirtualcommunity,includeconsumerloyaltyandsat isfaction,consumerempowerment,connectionandemotionalbonding,trustandcommitment.
10 influencebycustomers’responsessuchastheirenjoyment,excitementandpleasureofu si n g thep roduct/ service.Itcanbeseenasameasureofthequalityoftherelationshipbetweenthecustomerandthefi rm(Wulf&Odekerken-Schro¨der,2001).Themorecustomerstakepartin,thehighertheysatisfy.
Personalitytraitsaredefinedas“dimensionsofindividualdifferencesintendenciestosho wconsistentpatternsofthoughts,feelings,andactions”(McCrae&C o s t a , 1990,p.29).Itincl udedextraversion,agreeableness,conscientiousness,n e u r o t i c i s m , andopennesstoexperienc e.Severalresearchhasbeendoneaboutther e l a t i o n s h i p betweenpersonalitytraitsandvirtualc ommunityparticipation(Krauteta l , 2002;Acar&Polonsky,2007;Rossetal.,2009;Amichai- Hamburger&Vinitzky,2 0 1 0 ; Wilsonetal.,2010;Seidman,2013).Personalitytraitshasdirecta ndindirecti n f l u e n c e ontimespendingusingo n l i n e socialnetwork(Acar&Polosky,200 7).
(2009)indicatedthatpersonalitytraitsassociatedwithsomeaspectofF a c e b o o k use.Thestudies ofRossetal.(2009),Amichai-
Withabovediscussion,weproposedaconceptualmodelasfollows.Tobeginw it h , the modelproposesthatfunctionalvalue,hedonicvalue,socialvaluehaveap o s i t i v e effectoncusto merparticipation.Next,italsohypothesizesapositiveeffectofcustomerparticipationincustome rlifesatisfaction.Finally,p e r s o n a l i t y traitsinthiss t u d y weretestasfactorsmoderatingth erelationshipbetweenfunctionalvalue,h e d o n i c value,socialvalueandcustomerparticipation.
Functional value
Beforemakinganysensibledecision,peoplealwaysconsidercarefullyaboutbenefita n d cost.C onsumersengageinanyactivitieswhentheyexpectthattheywillgetb en e f i t s inreturn.Functio nalvaluerelatedtovaluederivedfromachievingspecificpurposessuchas:informationgatherin gandsharing,convenienceandefficiency.
PreviousapplicationsofUsesandGratificationstheoryoverbrandcommunitiesands o c i a l medi ashowedthatinformationisavitalfactorforparticipationinbrandcommunities Park,Keeand Valenzuela(2009)pointedoutthatusersjoinFacebookg ro u p tolearnabouton-andoff- campuseventsanddetailsaboutspecificproductsandservice.R a a c k e andBonds-
Raacke(2010)intheirresearchaboutidentifyingdimensionsofUsesandGratificationsforfrien dnetworkingsitesdemonstratedthat peopleusefriendnetworkingsites(MyspaceandFacebook)sincetheycangetgr ati f icatio n fr omgatheringandsharingofinformationrelatedtothemselvesando t h e r s Kang(2011)f o u n d thatfunctionalbenefitspositivelyinfluenceparticipationo f membersonhotelfanpage.Jahnand Kunz(2012)statedthatinformationorf u n c t i o n a l valuehasasignificantandpositiveinfluence onusageintensitytofanpage.F u r t h e r m o r e , CvijikjandMichahelles(2013)foundthatpostof feringbrand- relatedi n f o r m a t i o n increasingthelevelofengagementthroughlikingandcommenting,andp rov id in g informationcontentwhichwasfoundtocausethegreatestincreaseininteractiondura tion.
Customersparticipateinvirtualcommunitywhentheyperceivethattheycang a i n tech nologyknowledgeandlearnmoreabouttheproduct’sinformation(Nambisan&Baron,2007).I t isassumedthatcustomersaremotivatedtoengageinf a n p a g e astheycanfindanswerfortheir specificinformationneeds.Onfanpage,customerscanlookforinformationproductorservicepr ovidedbythefirms,readp o s t s orcommentsofothermemberssharingandaskothersaboutthe qualityofp r o d u c t orservice.Thus,thefirsthypothesisisasfollows:
Hedonicvalue
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 is associated with feelings of enjoyment, excitement, and happiness Ko, Cho, and Roberts (2005) identified hedonic motivation as a key reason for customer participation on the Internet Park, Kee, and Valenzuela (2009) noted that users join Facebook groups primarily for leisure and amusement Research by Kang (2011) demonstrated that hedonic value significantly influences member participation on hotel and restaurant fan pages Similarly, Jahn and Kunz (2012) emphasized that hedonic value is a vital driver for attracting users to Facebook fan pages Furthermore, Cvijikj and Michahelles (2013) found that entertaining content greatly enhances engagement through liking, commenting, and sharing, while also positively affecting interaction duration on fan pages.
Somevirtualcommunitiesprovidegamesandcontestsrelatedtomembermutualinterests ,whichmakemembersfeelmorepleasure,funandentertainment(Wang&Fesenmaier,2004a). Hence,participatinginafanpageallowscustomersp e r c e i v e d funandentertaining,theywill morelikelytovisitandspendtimeonthisf a n p a g e Thesecondhypothesisisproposedasfollo ws:
Socialvalue
&Fesenmaier,2004a).Virtualcommunitiesareidealplacestosatisfysocial gratificationsinceitprovidessociallystructuredandconveysocialmeaning(Wang,Y u &Fe senmaier,2002).Therefore,customersparticipatinginsocialmediawillabletohelpandsupport eachotherbyexchangingideasandopinionsofinterest,a n s w e r i n g othermembers’quest ionsandintroducingnewtopicsfordiscussion(M ad up u , 2006).A n o t h e r reasonwhyuser sjoinFacebookgroupsistosatisfytheirsocialneeds(meetingandtalkingwithothers,gettingpe ersupportandasenseofcommunity)(Park,Kee&Valenzuela,2009).
Sincevirtualcommunityisnon- geographical,customerscanovercomethelimitoftimeandspace,contactwithmembersfromma nycountriesaroundtheworlda t anytimetheychoose.Consequently,virtualcommunitybecom esapartoftheirlives.Paststudieshaveindicatedthatsocialvaluehavesignificantlyinfluencetome mbers’participationinonlinecommunity(Wang&Fesenmaier,2004a,2004b;Madupu,2006;K ang,2011;Jahn&Kunz,2012).Whenonlinemembersperceivethattheycansharewithmutualint erestwithothermembers,theymayvisitfanpagemoref r e q u e n t l y andbecomemoreactivel yengageinfanpageactivities.Hence,itisarguedthatcustomerswithhighperceptionofsocialvalu ewillmoreparticipateinfanpage.
Lifesatisfaction
Lifesatisfactionorqualityoflifeisacomplexconceptandcanbeconsideredastheov er all satisf actioninlife(Vaez,Kristenson&Laflamme,2004).Shen(2015)statedthatqualityoflifeevaluat esawiderangeoflifecontexts,includinglifeenvironment, recreation,leisuretime,socialbelongingandmetalhealth.Researchaboutoutcomesofco- creationvaluepointedoutthattheparticipationofcustomerswillenhancecustomersatisfaction( Grửnroos,2008;Vega-Vazquez,Revilla-Camacho&Cossớo-
S i l v a , 2013).Themorecustomersparticipate,themoretheyfeelsatisfied.Byparticipatin ginco- creationandcontributingtotheproductdevelopment,customerswi l l feelenjoyment,excitemen t,andpleasureofusingtheproduct/ service.Thus,itisc o n s i d e r e d thatcustomersparticipateinco- creationonfanpagewheretheyeasilyd i s p l a y theirfeeling,posttheircommentsabouttheprodu ctorservice,contactwitht h e companyandotherfanswillenhancetheirsatisfactionortheirlifesa tisfaction.
Personalitytraits
Personality traits are defined as dimensions of individual differences that reflect consistent patterns of thoughts, feelings, and actions (McCrae & Costa, 1990) According to McCrae and John (1992), the five-factor model of personality encompasses five broad domains: extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience Extraversion indicates a person's sociability and energy derived from social interactions, while agreeableness reflects kindness, friendliness, and cooperation with others Conscientiousness describes an individual's organization, reliability, and systematic approach to tasks Neuroticism pertains to tendencies toward psychological distress, anxiety, and emotional instability Finally, openness to experience denotes a person's imagination, curiosity, and enjoyment of learning new things and embracing novel experiences.
Peoplewithhighextraversionaremorelikelytousetheinternettokeepupwithfriendsan dfamilyandtomeetnewpeopleonlineandfrequentchat(Krautetal.,2 0 0 2 ) Seidman(2013)ind icatedthatextraversionisassociatedwithmorefrequentuseo f Facebooktocommunicatedwithot hers.Peoplewithhighextraversionhaveat e n d e n c y toseekoutsocialstimulationandopportuni tiestoengagewithothers,sothatt h e fifthhypothesisisproposedasfollows:
PeoplewithstrongagreeablenesswerefoundhavingbelongingneedsandusedF a c e b o o k isatoolbywhichtheymeettheseneeds(Seidman,2013).Belongingneedsr elat ed tothefor mandmaintainrelatioships.Fanpagehasnowbecomingmorep o p u l a r withcustomers,custo merswithstrongagreeablenesswillparticipatein fanpagetofulfilltheirneedsthroughestablishingandm a i n t a i n i n g therelationshipw i t h th efirmsandothermembers.Thesixthhypothesisisa s follows:
Researchershaveshownthatthatpeoplewithhighagreeablenessandco n s ci e n t i o u s n e ss (Mooradian,Renzl,&Matzler,2006;Matzler,Renzl,Müller,H er t in g, &Mooradian,2 008)aremorelikelytosharetheirknowledgewithothersthanthosewhoarelowconscientiousn ess.Inadditionto,Amichai-
HamburgerandV i n i t z k y (2010)suggestedthatpeoplewithhighconscientiousnesswouldhav eah i g h e r numberoffriendsonFacebook.F a n p a g e isaplacewheremembersareeasilyto sharetheirexperiencesaboutservice/ productswithothermember,soitissupposedthatpeoplewithconscientiousnessmayhaveaten dencytotakepartinfanpagetoc o n n e c t withmorepeopleandsharewithothers.
Ehrenberg,Juckes,WhiteandWalsh(2008)indicatedthatpeoplehighinneuroticism hadgreaterinstantmessaginguse.Peoplewithneuroticismaremoresensitivetorejection,sotha ttheymayuseFacebookasasafeplaceforself- p r e s e n t a t i o n (Seidman,2013).Theymayusefanpageasasourceprovidingopportunitie stoconnectwithotherspeople,togethelporsupportinsituationsthattheywillbefeartofaceinoffli ne.Then,itisproposedasfollows:
Highopennesstoexperienceisreflectedincuriosity,liketolearnnewthingsan d enjoyn ewexperiences.Fanpagegivesnewinformationaboutproductorserviceo f thefirms,newtrends inmarket,soitisexpectedthatthosewhoaremoreopentoe x p e r i e n c e s wouldexperimentb ytakingpartinfanpage.Besides,Rossetal.
(2009)pointoutthatthehigherlevelpersonwithopennesstoexperienceis,thegreatertenden cyheissociablethroughFacebook.Fanpageistheplacewheregathersmany peoplewithsameinterest,sothatcustomerswhoareopennesstoexperiencemayp ar t i ci p at e i nfanpagetopursuetheirinterestwithlike- mindedmembers.Therefore,theninthhypothesisisproposedasfollows:
Methodology
Procedureandsample
Theresearchconsistedoftwophases,apilotstudy,andthemainsurvey,andwasdo newiththep articipantswhohaveaFacebookaccountandarefollowingonef a n p a g e T h e pilotstudywas aqualitativeresearchandthemainsurveywasquantitativeresearch.Aqualitativestudywasc onductedbythein- depthinterviewswith sixpeopleinHoChiMinhCitywiththeagefrom24to28.Theyareinclude dthreepeopleareofficestaffs,theotherthreearetheISBstudents.Althoughmostoft h e measu resoftheconstructswerementionedinthepreviousliterature,thisstepwasn e c e s s a r y tom akethemappropriateandeasytounderstand.A f t e r theinterview,somesignificantfeedbacksa ndsuggestionsfromtheintervieweeswerecollectedto
ThequestionnaireofthemainsurveywassentindirectlybyusingGoogleDocsfortheIS Bstudents,theauthor’scolleaguesandfriendsviaemail.Thesurveywasa l s o givendirectlyinpa persforpeopleinGiaDinhPark.Mostoftherespondentsdidthequestionnairethroughthelinkth eauthorsharedinsocialnetwork(FacebookandZ a l o ) Theprocedureanalyzingthedatacollec tedincludedtestofreliabilitybyC r o n b a c h ’ s alpha,ExploratoryFactorAnalysis(EFA)andCo nfirmatoryfactoranalysis(CFA)wereappliedtoassessthevalidityofmeasurementscales,hypoth eseso f thisstudyweretestedbyStructuralEquationModeling(SEM)andMulti- groupanalysis.SPSSandAMOSsoftwarewereusedtoanalyzethecollecteddata.
Measurement
Therearefiveconstructswereexaminedinthisstudy:functionalvalue,hedonicvalue,customerpa rticipation,personalitytraitsandlifesatisfaction.Itemsforeachconstructa r e showedinTable1.
Bothfunctionalvalue,hedonicvalueandsocialvalueaskingaboutthecontento f fanpage weresimplymeasuredbyfouritemsborrowedfromJahnandKunz(2012).E a c h itemwasmeas uredonaseven- pointLikertscaleanchoredwith(1)“stronglyd i s a g r e e ” to(7)“stronglyagree.”
Customerparticipationwasmeasuredbyfouritemsabouttheactivitiesonf a n p a g e ac cordingtoKang(2011).Thisconstructwasmeasuredonafive- pointLikertscaleanchoredwith(1)“stronglydisagree”to(5)“stronglyagree”.
Personalitytraitswhichcontainedextraversion,agreeableness,conscientiousness,n euroticism,opennesstoexperienceweremeasuredbysixteenitemsfollowedfromOlsen,Tudoran ,HonkanenandVerplanken(2016)askingaboutthecharacteristicofsurveyparticipants.Eachite mwasmeasuredonaseven- pointL i k e r scaleanchoredwith(1)“Stronglydisagree”to(7)“Stronglyagree”and“R”d e n o t e s Reversed-score.
LifesatisfactionorqualityoflifewasmeasuredbyfiveitemsbasedonDiener,E m m o n s , LarsenandGriffin(1985).Eachitemwasmeasuredonaseven- pointLikertscaleanchoredwith(1)“stronglydisagree”to(7)“stronglyagree”.
FV2 ThecontentoftheFacebookbrandpageisusefulforme FV3 ThecontentoftheFacebookbrandpageisfunctionalforme FV4 ThecontentoftheFacebookbrandpageispractical
HV2 ThecontentoftheFacebookbrandpageisexciting HV3 ThecontentoftheFacebookbrandpageispleasant HV4 ThecontentoftheFacebookbrandpageisentertaining
SV2 Icanmeetnewpeoplelikemeon Facebookbrandpage SV3 IcanfindoutaboutpeoplelikemeonthisFacebookbrandpage SV4 IcaninteractwithpeoplelikemeonthisFacebookbrandpage
CUSPA2 Ifrequentlyprovideusefulinformationtoothermembers CUSPA3 Ingeneral,IpostmessagesandresponsesonthefanpageXwithgreat enthusiasmandfrequency CUSPA4 IdomybesttoparticipateinactivitiesofferedonthefanpageX.
QoL1 Inmostwaysmylifeisclosetomyideal Diener,Em mons,Lars enandGriff in(1985)
QoL4 SofarIhavegottentheimportantthingsIwantinlife QoL5 IfIcouldlivemylifeover,Iwouldchangealmostnothing.
Olsen,Tudo ran,Honkan ena ndVerp lanken(201 6)
EXT2 Iseemyselfasreserved,quiet.(R) EXT3 Iseemyselfaschatty,talkative AGR1 Iseemyselfassympathetic,warm.
AGR2 Iseemyselfascritical,quarrelsome.( R ) AGR3 Iseemyselfaskind,friendlytoothers CON1 Iseemyselfasdependable,self-disciplined.
CON2 Iseemyselfasdisorganized,careless.(R) CON3 Iseemyselfaspunctuality,systematic CON4 Iseemyselfasmessy,inaccurate(R) NEU1 Iseemyselfasanxious,easilyupset.
NEU2 Iseemyselfascalm,emotionallystable.(R) NEU3 Iseemyselfasnervous,tense
OPE1 Iseemyselfasopentonewexperiences,complexOPE2 Iseemyselfasconventional,uncreative.(R)OPE3 Iseemyselfascreative,livelyimagination
ThequestionnairewasoriginallyinEnglishbutthenwastranslatedintoVietnamesebyana cademicfluentinbothlanguages.Thisprocedurewasundertakenb e c a u s e alltherespondentsa reVietnamese.Thequestionnaireconsistedthreeparts.T h e firstpartincludedthescreeningques tionstoconfirmwhethertheparticipantisaF a c eb o o k userandisfollowingonefanpage.These condpartcomprisedquestionsmeasuringfiveconstructs.ThedemographicandFacebook- useinformationweree m b r a c e d inthefinalpartofthesurvey.
Dataanalysis
DescriptiveAnalysis
A survey distributed to 300 respondents yielded 250 completed questionnaires, with 231 valid responses analyzed using SPSS Version 16.0 The sample consisted of 40% male and 60% female participants, predominantly aged 26 to 35 years (55%), while 40.3% were aged 18 to 25 and only 4.8% were between 36 and 50 years old, with no respondents over 50 In terms of occupation, 69.7% were office staff, 20.3% were students, and 2.6% were housewives Income levels showed that 42.4% earned between 5 to 10 million VND per month, while only 3% fell into the higher income brackets of 15 to 20 million VND and over 20 million VND Most respondents (35.5%) spent less than half an hour daily on fan pages, while 29.4% spent between half and one hour, and 19.5% spent one to two hours Only 5.2% reported spending more than four hours a day on fan pages The most frequently accessed fan pages were Foody, nhaccuatui.com, and Lazada, with access rates of 27.3%, 18.6%, and 18.6%, respectively.
Cronbach’sAlpha,EFA,CFAand SEM
Inthisstudy,Cronbach’salphawasappliedtoexaminethereliabilityofthescales.Allofobserv edvariablessatisfiedbothconditionsofCronbach’salphaanditem- totalcorrelation.Cronbach’salphacoefficientsrangedfrom0.788to0.916.Moreover,theco rrecteditem- totalcorrelationofallthesescalesalsometthecriterionofabove0.30.Asaresult,allthesecons tructswereacceptable.
Cronbach'sA lpha ifItemD eleted
Hedonic Value(HV):Cronbach'sAlpha =0.788
Customer participation(CUSPA):Cronbach'sAlpha = 0.916
FollowingCronbach’salpha,EFAwasusedtotesttherelationshipsamonginternalvariab les.AftertworunningEFA,theKMOvalue=0.876andsignificantv a l u e pLifesatisfaction 0.234 0.070 3.367 0
Resultsofmoderatingeffect
,moderatingvariablewasmeasuredfollowingseven- pointL i k e r t scale.Therefore,personalitytraitsvariableswereencodedtotwogroupsbase do n theirmedian(medianofEXT:5;medianofARG:5.333;medianofCON:5.25;medianof
Theresultsofmulti- groupanalysisrevealthattherewasnodifferencefoundinthet w o models(variantandinvarian t)intermsofAgreeableness(χ 2= 2.641,df=4,p=0.620);intermsofNeuroticism(χ 2= 3.605,df
6a,H6b,H 6 c , H8a,H8b,H8c,H9a,H9b,H9cwerenotsupported.H o w e v e r , theseresultso fE x t r av er sio n (χ 2= 12.663,df=4,p=0.013