Các yếu tố ảnh hưởng đến hành vi sử dụng mạng xã hội facebook tại việt nam

Science & Technology Development, Vol 18, No Q l • 2015 CAC YEU TO ANH HlTONG BEN HANH VI SlJ DVNG MANG XA HQI FACEBOOK T.»I VIET NAM AN EMPIRICAL STUDY OF FACTORS AFFECTING ACTUAL USE OF FACEBOOK IN VIETNAM Nguyen Ngpc Bich TrSm Truimg D^i hoc Tai Chinh - Markeiing Nguyen Thj Mai Trang Truimg Dai hoc Kinh Ti - Lual, DHQG - HCM - trangntm@uel.edu (Bdi nhan ngdy iO ihdng 11 ndm 2014 hodn chinh sira chira ngdy 08 thdng 03 ndm 2015) Nghiin Clhi xem xel edc yiu ti dnh hudng din viec si dung mang xa hoi Facebook ifl Vifl Nam Cdc yiu 16 ndy bao gdm: tinh xd hai (social idenlily) linh vi Iha (allruism) linh ihac li (lelepresenee) linh de su dtmg (perceived ease of use) Unh hihl dmg (perceived usefulness) vd linh khich le (perceived encouragemeni) Du Uiu khao sdt Irong bdi Suae Ihu Ihqp lir 363 ngudl sir dt/ng Facebook tfa bo Ihinh phi Hd Nai BdNdngvd Thdnh phd Hd Chi Mnh Kil qud cha Ihdy co ba yiu Id anh hudng true ttip din hdnh vl si, dung Facebook Iqi Viel Nam la tlnh huu dung linh di si, dtng vi ,lnh khich le Ben cqnh cal gid Ihuyit duac ung hd ,rong si 14 gid Ihuyit klin nghi Tir khda: Facebook mangxdhoi tlnh Ihuc ti linh khich ii Unh vi iha linh xd hot ABSTRACT This stud, invesiigoles some ke, delerm,nan,s affecting the actual use of Facebook m Vielnam ivhtch aresoclal Idenlily altruism telepresence, perceived ease of use perceived usefulness and perceived encouragemeni The model v,as tested on a sample of 363 Facebook users in Ho Noi Do Nong ond Ho Ch M.nh city The resulls Indicate lhat perceived ease of use pereeNed usefulness ond perceived encouragement affect the aciuol use of Facebook In addition, the resulls also supporl twelve out of fourteen hypotheses Ke, leord Facebook social netv,orK telepresence, perceived encouragemeni altruism, social idenlily M^ng xd hOi dupe xem la cac dich vy dya hfin nfin tdng web co thi cho phep cd nhdn xay dyng mOt trang hd so cd nhan cong khai hodc bdn cong khai hong gicn han cua hfi thdng; ^°^'^ ^^^ ^ ' ? " ^^5'c danh sdch nhihig ngu&i ^'^"S ^•^^'= f"^ 1^9 ^^^ n^' voi hodc xem ^°^^ ^ ^ '^^"^ ^^'^ ^ " S ^° so cd nhdn ciia nhiing ngu&i khde hong hfi thdng th6ng qua TAP CHi PHAT TRItN KH & CN, TjfliP 18 S Q l - 2015 vi?c kfit ndi Ban ch^ vd ten goi cua cic kit ndi co the thay ddi tiiy theo tung trang mang xa hoi khac (Boyd & Ellison, 2008) Khai nifim mang xd hgi (MXH) bdt ddu duoc nguoi tieu ding Viet Nam tilp can tir ndm 2005 voi sy xudt hifin Clia trang blog ca nhan Yahoo!360 Trdo luu vilt blog da hinh dioi quen mdi cpng ddng mang: vilt nhat ky vi chia sfi hinh anh, thong tin qua blog Vi vdy md sau Yahoo!360 nit khoi thi trudng Viet Nam, cic hang mang xd h^i khac nhanh chong tun cdch tham nhdp vdo thi huong frong CO nh&ng sdn phdm nuoc nhm Yobanbe, Zing me, Yume, Tamtay vd cic san phdm tu nuoc ngodi nhu: Facebook, Cyworld Trong thfi gidi phdng cua intemel hifin thi MXH Facebook duac ngucri dtmg chu y nhifiu nhdt Tai Viet Nam, tinh din thing 10/2012 so nguoi dung Facebook tai Viet Nam Ifin din 9.117.480 ngucri tdng gin 5.5 hifiu v6ng thdng, binh Facebook co them 30.000 vifin ngucri Vifit moi (Comscore', 2012) COng nhu cac quoc gia trfin toan Thi gioi, Facebook dang fro xu huong mdi ciia gioi tre Viet Nam va thu hut sy quan tam ciia mpi gioi cong chiing tir bio chi, cic nha chiic hach, cdc bdc phu huynh cho den nhirng em nho va ddc biet la cac doanh nghiep Duoc xem Id ngoi nha chung cua 1/7 dan so thi gidi va 1/3 ddn sd Viet Nam (VNNIC^, 2013), Facebook khong chi la mot kfinh thong tin mdi dl cdc doanh nghiep tiep c?n khdch hang myc tifiu md co kha nang mang l^i l^i nhudn nlu doanh nghiep bilt each dautu Trong nhihig ndm gdn daj-, mdc dii da co nhilu dl tdi nghifin ciiu, hoi thao vl mans ' Conucore la mpi cong n luang Intemel cung cdp cac da hiu marketing vo phdn ikh sS li^u cho c6c cdng n hang dduthegiai cdc cu quan va nha mdl ban IT^MC liin Viet tdt aia Tmng ldm Inlemel I'l^i Vam Xd hoi noi chung va Facebook noi rifing nhung day vln la mot chu dfi moi va hip din nen khong ngimg duoc cdc nhd nghien cuu khai _ thdc Nhin chung cac nghifin ciiu ngdy dfiu iing dyng "Mo hinh chip nhan cong nghe - TAM" Clia nha nghifin cuu Davis (1989) TAM dupc xem Id mo huih difin hinh nghifin cuu vfi hanh vi thyc te sii dung mot he thdng cong nghe mdi Mang xa hoi ciing la mot cong nghe mdi frfin nfin tang web nfin mo hinh TAM rat tfiich hop cho nghien cuu vl hanh vi sii dung MXH cua ngudi diing iu> nhifin dl nghifin cuu sau vao dfi tai tdc gii cin tim cac bifin ngoai sinh anh hudng dfin biln chinh Clia mo huih TAM la tinh hihi dung va tinh dl sti dung Kwon & Wen (2009) da phat hifin mo hinh TAM bang cdch \dy dung them mgt nhan td mdi tinh khich le (perceive encouragement) E>dng thdi tac gid cung ip dung ly thuyli vl nhu cau ciia Maslow vcri cip thii ta Id nhu cau xa hoi dfi kifim fra mirc dg dnh hudng ciia cac >lu to ca nhan din nhung ngudi thyc tfi su dyng MXH vi sy khac bifit ca nhan duoc xem la chia khda ihdnb cdng ciia hfi thdng cdng nghe thong tm mdi (Agarwal & Prasad, 1997) Cac bifin dugc Kwon & Wen (2009) bd sung vao md hinh TAM dfi nghien cuu chu\fin sdu ve MXH bao gom: tinh khich lfi tinh xd hgi tinh vi tha, tmh thyc ll va biln hanh vi thyc te su dyng Trong dd cac bifin tinh xS hgi, iinh vj tha, tinh thyc tfi dugc xem nhu cac biln ngoai sinh uong md hinh TAM Vdi mo hinh Kwon va Wen (2009) vua tan dung dugc diem manh Clia md hinh TAM \-ira phdt triln thfim mdt sd bifin thugc %fi nhu ciu xa hdi ciia ngucri dimg diang cip nhu cdu ctia Maslow nfin dugc danh gia Id md hinh diln hinh hong nghien ciiu \fi MXH ndi chung Mdc du sd lugng bai nghien ciiu vl MXH ndi chung \k Facebook ndi rieng ciia cdc nha nghifin cuu kinh tl tren Thfi gidi vln dang eia Trang 91 Science & Technology Development, Vol 18, No Q l - 2015 tdng ddng ke, nhung ddy lai Id mgt Idnh vyc cdn khd mdi me lgi Viet Nam va chua cd nhifiu nghien cuu chuyen sau vfi chii de Facebook dugc xem Id sdn phdm mang hinh thuc rS rang vd ddy dii nhdt ciia khai nifim MXH nfin ung dyng md hinh ciia Kwon va Wen nghien ciru vl Facebook sfi phii hgp hem cdc mo hinh khac Tuy nhien md hinh cua Kwon vd Wen (2009) dugc nghien ciiu tai Han Qudc nfin mac dii cd nhung net tuong ddng vk vkn hda hong khu vuc Chau A nhung ciing khdng thfi hdnh khdi nhirng vin dfi khdng phil hgp ddi vdi mdi frudng kinh tl, xa hgi tgi Viet Nam Chinh vi vdy, dp dung md hinh ndy de nghifin ciiu vfi Facebook tai Vifit Nam, tdc gid can ddc bifit chii y din cac ylu td lifin quan nhu hdnh vi tieu diing, thdi quen online va thdi quen su dung MXH cua ngudi diing tgi Vifit Nam Vai hd Clia Facebook ddi vdi doanh nghifip cdng trd nen quan frong hon frong viec ndng cao hieu qud kinh doanh vi vdy ma cdc nghifin ciiu ve Facebook sS cung cip ngudn [hdng tin quan hgng vd cin thilt dl giup cdc doanh nghiep hilu rd hon vl hanh vi ciia khdch hdng vd nang cao hifiu qua ddu tu vdo cdc chuong frinh marketing hen Facebook Trudc nhu cau thdng tm trfin ciing vdi sy quan tdm sau sdc den mang xd hgi Facebook, myc tifiu cila nghien ciiu ndy sfi xem xet mile dg dnh hudng Clia mgt sd ylu td: tinh xd hgi (social identity), tinh vj tha (aifruism), tinh thyc tl ao (telepresence), iinh dl sir dung (perceived ease of use), tfnh hiiu dyng (perceived usefulness) vd tinh khich lfi (perceived encouragement) din hdnh vi sir dimg mang xd hdi Facebook tai Vifit Nam Tir giup doanh nghifip tim ylu td chinh anh hudng din hdnh vi sii dung Facebook cua ngudi dung Ddng thdi cung cdp cdc thong tin co sd dfi cdc doanh nghiap cd thi xdy dyng, dinh vj vd quang b i hinh anh ciia minh thdng qua cdng cu fruyen thdng mdi ndy, CO SO LY THUVET VA M HINH NGHlfeN COU Ung dung md hinh chap nhdn cong ngh? (TAM) md rong ciia Kwon & Wen (2009), tdc gia dd dua mo hinh nghifin cuu vk cdc ylu td dnh hudng din hdnh vi sii dyng Facebook cua ngudi dCing tai Viet Nam Md hinh nghifin ciru (Hinh 1) xem xfit miic dg anh hudng ciia cdc bifin tdm ly (tinh xd hgi, tinh vj tha, tinh thyc tl do), cdc bien ciia TAM (tinh dfi sir dyng, tinh hCfu dung) vd tlnh khich le dfin viec chdp nh§n sii dyng Facebook ciia ngudi Vifit Nam 2.1 Tinh xdhOi (Social Identity) Tinh xa hgi dugc dinh nghia Id vj frf ciia mgt cd nhdn mdt nhdm xd hgi nhdt djnh (Hogg, 2000) Tinh xa hgi dugc xem nhu Id mgt yfiu td quan frgng dfi cd nhdn fri vd ndng cao hinh dnh cua ban than mOt nhdm thdng qua cdc hanh vi vd cdch tifiu dilng cdc san phdm mang tinh bilu hifin Vi I^ ndy ma hong nhieu nghien ciru dd chiing minh rdng tinh xd hgt cd anh hudng dang kl dfin thdi dO cua cdc cd nhdn ddi vdi mdt san phim hay djch vu ma hp su: dyng (Terry ^ ctg, 1997) Ddi vdi Facebook, qud nhilu ngudi diing facebook vd mgi ngudi diu nhdn thiy Facebook dfi su dung vd hiiu dyng thi ngudi mdi diing Facebook cung sS chju tdc dOng ciia nhdn thtic ndy ciia nhdm md hg xd hgi tham gia Tuong tu nhu viiy nlu nhu mgi ngudi xung quanh diu cdm gidc ring Facebook khich 1? hg nhifiu hon thi xu hudng cua ngudi mdi su dyng Facebook cung sfi khfch lfi vd nh?n sy khich lfi cua moi ngudi frong nhdm TAP CHi PHAT T R I E N KH & CN, TAP 18, S Q1 - 2015 Tfnh de sir dung "^^"^^"^^^^"^ Thuc tfi —»^—i sudyng HS MS Tinh khich lfi Hinh I Md hinh nghifin cim Difiu cho thiy ring tinh xd hgi co thfi dnh hudng din hanh vi su dyng cdc djch vii ciia Facebook vi Facebook Id mgt mdi trudng md cdc ca nhan (ngudi diing) tham gia cd thi giao tiep vd tuong tic ldn dk tao mgt nhdm xd hgi Thong qua hanh vi sir dung Facebook, nhd cd tinh xd hgi md cac cd nhan nhdn thirc dugc hg thupc vfi mgt cdng ddng MXH c\f thi noi ma cac ci nhan cd thi phat sinh nhimg hrong tic xd hgi vdi nhimg ngudi khde frong nhdm Do dd hong nghien cim vfi Facebook, tlnh x2 hdi sfi la mgt bifin hCfu ich dfi ludng miic dg anh hudng ciia nd din hdnh vi sir dung Facebook Trong bai nghien cim niy, tdc gia dua gia thifit tinh x3 hdi sfi cd dnh hudng tich eye den tinh hiiu dung, tinh de sir dung vd tinh khich Ifi Hia Cd mdi quan he duong giira tfnh xa hgi vd tinh de sir dyng Hlb: Cd mdi quan he duong giUa tfnh xd hgi vi tinh hCtu dung Hic: Cd mdi quan hfi duong giira tinh xa hdi vd tinh khfch lfi 2.2 Tinh vj tha (Altruism) Tlnh vi Iha Id mOt ylu td thugc vl tam ly hgc va Id mgi biln quan hgng dugc sii dung dk giai thfch cho hanh vi ciia ngudi (Rachlin, 2000) Tinh vi tha duyc hilu la tdm ly sdn sang giiip ngudi khde hodc ldm nhimg difiu tdi ma khdng cd ky' vong Id sfi dugc dfin ddp, nhien rdt khd dfi hifiu ddy du vfi tinh vj tha vi ngudi thudng chon cdch iing xii dl ldi da hda Igi ich ciia minh (Folbre & Goodin, 2004) Khi nghifin cihi vl Facebook, hong mdi hudng hiong tie ao ciia nd tbi nhtmg ngi dung hen Facebgok hoan toan la ngudi dimg ty tao nen tinh vi tha cd dnh hudng khuyfin khich ngudi khac thfi hifin tfnh vj tha ciia minh vi chi ngydi diing chip nhan thfi hifn tfnh vj tha cua minh thi edng ddng ao mdi co thi phat frifin va mgi ngudi cd thfi ddng gdp vd hodn thien nhirng chii dfi ma minh chia se vdi quan niem "cho di Id mdi" Vi vay md fren Facebook, ngudi diing thfi hifin tfnh vj tha thdng qua vifc chia sfi cang nhilu thi sg cing cd nhieu thdng tin quan frgng dap ung diing nhu cdu ciia ngudi dimg khac difiu niy cang kfch thich nhiing ngudi dimg mdi tham gia vao mang xa hdi Ddng ihdi su dung cdng nhilu thi hg l?i cang cam thiy sir dimg Facebogk rit dfi ddng vd khuyin khich ban be, ngudi than sir dung Facebook nhilu hon nira Tir ndi dung trfin tdc gia ky vgng vao mdi quan he tfch cyc giira tinh vi tha vd cac biln khac nhu sau H2a Cd mdi quan he duong giOa tinh vj tha vdtinh dl sir duna H2b Cd mdi quan hf duong giii tinh vj tha vd tinh him dung Trang 93 Science & Technology Development, Vol 18, No Q1 - 2015 H2c: Cd mdi quan he dugng giiia h'nh v] tha va tinh khich lfi 2.3 Tinh thifc te i o (Telepresence) Co rdt nhieu nghien ciiu giai thicii vl sy ldn tai ciia bifin 'Tinh thuc tl do" frong cdc san pham cdng nghe mdi Tinh thuc tl dugc sii dung dfi md td cam giac md ngudi dilng cd dugc hg tham gia vdo mgt mdi hudng (Held & Durlach, 1992) Hdu hit cdc nghifin cihi vfi tinh thyc tl ao duoc tifin hanh vdi cdc phuong tifin huyfin thdng hien dai dl cho ngudi cam nhdn dugc su tdn tai rit thyc cua minh frong mgt mgi tnrdng Hay ndi khde di id mdt ngudi dang thyc sy ldn tai d mot not ndo dd frong mgi irudng vdt chit bfin ngoai dd tag cdc tin hifiu cho bilt ve cdc hoEit ddng ciia minh vd caiyin hifiu dugc truyin dl qua hfi thdng cong nghe "Tinh do" dugc hinh cdng nghfi, cdn cam nhan vfi "tinh thuc" dugc nhiin biet qua cac tin hi^u da dugc fruyen di Vi vdy mi cong nghfi cdng tdi tdn, hifin d£ii tbl khodng cdch cua cdng nghf cang bj thu hep Khi m?ng Intemet cdng phdt triln thi tinh thyc tl cdng dugc khdng dinh tim quan frgng qua cic nghifin ciiu vk hdnh vi ciia khdch hdng, ddc biet li cic phan tfch vl kinh nghiem vi ngudn thdng tin tham khag ciia khich hdng frudc quyfit dinh mua hing Vi vgy md ngudl diing cd cam nhan Id thdng tin moi frudng dl tilp cdn hon thdng tin hong mdi trudng thdt thi cd thfi "tinh thyc tl io" sfi giiip tdng nhdn thiic cua ngudi diing ve "Tinh de su dung" dfi ddng hoc hdi va trao ddi thdng tin vk cdch sit dyng MXH lit nhilu ngudl Ben canh dd chting ta cOng cd thfi dua cdc gid djnh ring mdi hudng ciia Facebook ngudi dimg cd thfi cdm nhJin dugc "Tfnh hfiu dyng" ciia nhiing mdi quan he vdi nhihig ngudt d rdt xa, ddng thdi nhd nhihig mdi quan hf ndy md ngudi diing cd thfi nhdn dugc nhieu sy khich lfi hon tir mgi ngudi, vay "Tfnh thuc te io" cd thfi anh hudng tfch cyc Trang 94 _ dfin "Tinh khfch If" ciia ngudi dimg (Kwon & Wen, 2009) Tir nhitng ngi dung frfin, tic gid dua cdc gia thuyet ve tinh thuc tl nhu sau: H3a: Cd mdi quan hf duong giOa tfnh thyc te va tlnh de su dyng H3b: Cd mdi quan hf duong giCJa ti'nh thyc tfi va tinh hitu dung H3c Cd mdi quan hfi duong giila tinh thyc te io vd tinh khich le 2.4 Tinh de sir d^ng (Perceived ease of use) Tinh dfi sii dung dugc djnh nghTa li miic dO md m$t cd nhdn lin ring hg cd thi tim hilu cdch sii dung m^t h? thdng cdng nghf mdt cich de ding (Davis, 1989), Trong cic nghien ciiu vfi cdng nghf, cdc biln thugc md hbih TAM nhu tinh de su dung vd tinh hihi dyng dugc sii dyng rit phd bifin vl AS dugc chiing minh li c6 dnh hudng hue tilp den vifc ngudi diing lya chgn m^t hf thdng cdng nghf dl sir dyng Theo cdc nghien ciiu ndy thi ludn cd mdi quan hf dnh hudng giita tinh dfi sii dyng vdi tinh hitu dyng vd hdnh vi thyc te sii dyng Thdt v^y, nlu nhu mgt sdn phdm cdng nghf md qud phiic tap hodc Idid sii dyng thi sl bj h^n chfi vfi sd ngudi su dyng vd khdng thi dp dyng mdt cdch d^ii tri hong xd hgi Facebgok Id mdt MXH dugc phdt friln frfin nen lang cnng nghf cao nen frong md hinh nghifin ciiu vl Facebook, su tdn t^i ciia tinh dl sir dyng sfi giup dy dodn tdt cdc ylu td inh hudng din hdnh vi sii dyng MXH Facebook Do dd, dya hfin eo scr md hinh TAM, tic gid dua gid thilt cd sy dnh hudng tfch cyc cua tfnh dl sir dung din tinh httu dyng vi thyc tl su dyng Facebook H4: Cd mdi quan hf duong gifta tlnh dS sir dyng vd tfnh httu dyng H6: Cd mdl quan hfi duong gitta tfnh dl sii dung vd thyc tl sir dyng TAP CHi PHATTRIEN KH & CN, TAP 18, S Q l - 2015 2.5 Tlnh hihl iliing (Perceiveil usefujocss) Tlnh Imu dung dugc ffinli ngliia la sir cam nlian ve mat ioi ieh ma ngudi diing co duoc tit hanh vi sii dung mot he thdng cona ndie (Davis 1989) Muc tieu phat triin c4a eac trang MXH noi chung la luon phai cai tiin di tmg kha nang Mong tae giiia cac vien cong ding, thong qua lam tang su hai I6ng cua nguoi dimg MXH Thue ti cho thiy Ichi nguoi dimg nhan thiic loi ieh eiia minh gin li«n vSi mot san phim cong nghe thi ho se eo xu hudng sir dung edng nghe thudng xuyen va trd khach hang trung Vi du nhu can tltn kiim bit cii thdng tin gi thi moi ngudi s« nghi din Google va hien ti, Google eung da duoc moi ngudi su dung nhu mot dong tir di thay thi cho tit lim kiim" Khi nghien cih, vi MXH Facebook, tac gia hy Vdng rtng cOng giing nhu Google Facebook cd thi cung cap cho ngudi dimg nhihig loi ich quan va ttd djeh v^ khdng the thiiu cudc sing hang Vi vay ap dung mo hlnh TAM vao nghien eiiu Facebook, tic gia dua gia thiit co su anh hudng tich cue eiia tinh hUu dung din thue ti •six dyng Facebook eua ngudi ddng H7: Cd mdi quan he duong giiia tinh hiru dyng va thuc ti su dung 2.6 Tinh khich 1| (Perceived encouragement) Trong quan ly, Hnh khich le ludn dudc so dimg di ddng vien cac nhan vien dat duoc hieu suat d-ong cdng viee, giam cang thing va nang cao tinh diin lam vice cua nhSn vien Kit qui nghien ciiu Inrde day cho thiy nhiing khich le bang ldi la nhimg yiu td rit quan di tang hieu suit eiia edng viec (Andreacci & etg! 2002) NhBng nhan vien nhan duoe khich le sg il pham sai lim hon eic nhan vien khac Trons mdi midng Facebook tinh khich le duoc bieu Ihi dudi d»ng cae bai viit (note) hay cac cau chia se ngin bing chU hinh anh bai hat d cdng cu trang thai (Stams) va duoc moi ngudi hudng iing bang cae nut -like" d dudi mdi ddng chia se Nghien ciiu mrdc day vi MXH Facebook cho thlj tinh khich le anh hudng den tinh hHu dung eua Facebook cung nhu cd anh hudng din thuc ti sir dung Facebook eua ngudl dimg (Kwon * WeiC 2009) Do vay: H5: Cd mdi quan he duong giUa tinh khich le va tinh hiru duna H8 Cd mdi quan he duong giOa Unh khich le va thuc te sii duna 2.7 Thtrc tesii dung (Actual Use) Trong md hinh TA.M hai biin tinh hiru dung va tinh d! su dung anh hudng din ; dinh su dung cdng nghe va y dinh se lac ddng den hanh vi su dung thuc te Tuy nhien nghien cuu vi hanh M thi y dmh ludn la yeu td du bao manh nhit cho viec thirc ti sii dimg mdt sin pham' cong nghe (Venkatesh 2003) Vdi cdng nghe tmyin thdng da phudng tien nhu Facebook thi khodng each gilhi y dinh sii dung va hanh vi thuc ti sti dung la rit nhd nen tie gia bd qua biin y djnh sii dung cdna nghe (Kvvon & Wen 2009) Trong md hinh nghien cuu "Cac yiu to dnh hudng din hanh vi su dung MXH Facebook tai Viet Nam", tac gia dua biin phu thudc la "Thuc ti su dung" thay vi "hanh vi sii dung" hay -hanh vi thuc ti su dung" nhim nhin maih den hanh vi su dung Facebdok cua ngudi duna thuc ti hien tai Viet Nam: khdng chl viec chip nhan dang ky ldm "vien den Facebook ma edn thudng xuyen su dung Facebdok nhu mot cdng cu giao tiip va kinh doanh PHLONC PHAP NGHIEN CUU Nghien cira duoc thiit ki thdng qua giai •fojn (I) Nghien cuu so bd va (2) Nghien cuu chmh thuc Nghien ciiu so bd duoc thuc hien thdng qua cuoc nghien cuu djnh tinh bing phuong phdp thao luan nhdm Giai doan na° Trang 95 Science & Technology Development, Vol 18, No Q1 - 2015 nhdm lim hieu so bo cic van de co anh huong den hdnh vi sii dung Facebook va dua thang chinh thirc cho cac bien yong mo hinh nghien ciiu Do! tuong tham gia thao ludn nhom (n = 12) bao gom nhdn vien van phong (3 ngu6i), sinh vien {5 nguoi), quan !y (4 nguoi); tuoi lit - luoi Thoi gian thuc hien phong vin vao thdng 05/2013 Kit qud thu duoc cho thdy: cdc bien quan sat dua tren nghiSn ciiu ciia Kuon & Wen (2009) duoc giu nguyen, long cong co 23 bien quan sdt, do: (I) Tinh xd hoi duoc luong bdng bien quan sat; (2) tinh vj tha dupc lu6ng bdng bien quan sat; (3) tfnh thuc tl duoc luong bdng bien quan sat; (4) tinh de sir dung duoc luong bdng biln quan sdt; (5) tlnh httu dung dupc ludng bdng biln quan sdt, (6) tinh khich le dugc luong bdng biln quan sat vd (7) thuc tl sii dung duoc Iu6ng bang bien quan sdt Tdt cd thang diu Id thang Likert ndm miic vdi (hodn toan khong dong y) din (hodn loan d6ng y) Nghien cuu chinh thiic duoc thyc hien thong qua nghien ciiu dinh luong bdng bdng cdu hoi vdl phuong phap chon mau thudn tien Sau thiet ke xong bang cdu hoi, tdc gid tiln hdnh phong van sdu 05 ngudi tai TpHCM dl ' khdng djnh nhttng noi dung bang cau hoi duyc ddp vien hilu diing nghTa Sau dd bang cau hoi dugc thilt kl online tren Google Drive vd dugrc chia se dudng link lien kit dl giri khao sdt tren dien rpng ci ba khu vuc: Ha N6i, Da Ndng va Tp.HCM Ngodi vi rdt kh6 dl tim duoc doi tugng dang sinh sdng d Da Ndng vd Hd Ngi ma khong bj vi pham yeu cdu vl ddi tuong chgn mdu (khdng Idm cac ngdnh nghe cd lien quan din Marketing va truyin Trang 96 thong, dang tham gia Facebook, d$ tudi tir 18 - 35) nen tic gid tiln hinh quing cio tren Facebook de tim kiem dip vien d hai khu vyc tren Ddi lugng khdo sat dugc tdc gii quan tam li gidi tre, tren 18 tudi, nam vd nit, hi?n dang Ii thdnh vien va sir dung Facebook thudng xuyen vd sinh song tai mgt ba thinh phd ldn cua ca nucrc Id: Tp HCM, Da Ndng vd Hd Noi Tdc gia dira theo kinh nghifm chgn mlu ciia Bollen (1989): nhd nghien ciru sir dung Ii mlu cho mdl bien quan sdt Trong nghiSn ciiu niy cd 24 biln quan sit dugc sii dyng, dd kich thudc mdu phai Id 120 mdu Tuy nhiSn khu vyc khdo sat gdm cd 03 khu vyc khac nen kich thudc mau ting cgng tdi thilu li 360 Dya vdo cdc CO sd trSn, tdc gii dua sl mlu dy kiln nghien ciiu li tir 360 mdu din 400 mau Kit qud thu dugc sau dd d^it sd Iugng mlu dy kiSn se dugc xuat file excel vd nhip li|u vio phin mim SPSS 20 dk tiln hinh phdn tich Kich thudc mdu hgp If cuoi ciing Id 363 mlu Trong mau cd 54.82% nam vi 45.18% ntt, da sd thugc dg tudi ttt 18 - 35 luoi, chilm ty le 98.9% dang Id sinh vien thutjc cdc khu vyc: Tp.HCM, Dd Ndng vd Hd Ngi PHAN TiCH VA THAO LU^N KET QUA NGHIEN c C u 4,1 Dinh gii lufrng Thang cic khii niem nghiSn cttu dugc danh gid bdng hf sd Cronbach alpha cho th^y: cd nhit mgt biln thuOc biln thyc te sii dung bj ioai (AU3) cd tuong quan biln tdng nhd (< 0.3) cdn edc biln khic diu dal yeu c^u TAP C H ! PHAT TWfeNKH & CN, T/lP 18 S(5 Q1 - 2015 Bang Bo ludng cac khai niem nghien cuu Tmng blob Iiiu loai biin Alpha neu loai bien Trgng so EFA Tinh xg hgi; Cronbach alpha = 0.813 - *" Utdthanh^vien ttong cdng ddng la quan _?I^ Thich hoajihap vao cdng ddng SI3 Jinh HOM ddng Cong ddng la quan 0-ong cugc 3.05 0.751 0.808 3.25 0.741 0.685 2.89 0.738 0.771 vj Iha: Cronbach alpha = 0.867 _^J}:^^ _^9r}gvi€n — h}._ nguiii can trg giiip _Gi"P dita giii phdp ATL3^ ^ h ^ ^ t t n g j c h i d u g c ^ i a se tin vui ^ I n h thyc tl ao^Cronbach alpha = 0.829 TELEI Cdm thdy nhu d i quen bilt 0-803 0.669 0.771 0.790 E L E ^ J-^o mdt the gidi mdi T E L E _ mgt xd hfi khde j r E L E ^ j r h l g i d i ^ Facebook thyc tl Tlnh h&u dyng: Cronbach alpha = 0.831 -V}_ _PU2 _ Cd dugcnhilu thdng tin vi ban bS ^ Ndng caojiieu qud cdc kll ndi -.^HL ^ ^ _ ^ h ^ fch giao tilp _^H^ _ ^ ^ cy h&u ^ h dl luong tac T l n h d l Stf dyng^Cron^aeh alpha = 0.911 _^_Ui _Hgc sudyng facebook de dang _PEOU2_ Qui trinh su dyng rd rang _J'i^^U3 Facebook de sii dyng Tfnh khfch If^Cronbach alpha =0.836 / ^ _PE2 PE3 ^Ddng y-v^nhtag nhdn dinh Hdi Idng vl tdi Dugcnhilu ldi dgng viSn Trang 97 Science & Technology Development, Vol 18, No Q1 - 2015 PE4 De y den sy tdn tai ciia minh Thirc tl sa- dying: Cronbach alpha = 0.706 AUl Thudng xuyen sii dung AU2 Danh nhieu thdi gian cho Facebook Phan tfch EFA cho thay: thang cdc ylu td anh hudng den hdnh vi sii dung Facebook sau duoc dinh gid bao gdm nhan td Gia tri KMO Id 0.5 (Sig = 0.000) vd tai gii tri Eigenvalue = 1.722 thang tiiuc tl sii dyng Facebook tai Vift Nam dat gid tri phuong sai trich la 73.283% dfit yeu cdu, dilu ndy chung to phin tfch EFA cua nghien ciiu phii hgp vdi dQ lieu Mdt nhdn id nhdt dugc nit trich cho yeu td "thyc tl sii dyng" chtmg td tinh h^i ty Clia thang dat y6u cdu 4.2 Kiem djnh rao hlnh nghien cihi vd cic gii thuylt Phin tich md hinh nghien ciiu ve cdc ylu td dnh hudng din hdnh vi sir dyng Facebook bao gom md hinh hdi quy dugc sii dyng dl kilm djnh gid tiiuyet Kll quEi phdn tich dugc irinh biy Bdng Kit qui md hinh hoi quy (PEOU) cho thdy: 19% thay ddi vl "Tinh de sir dyng" ciia Facebook tai Vi|t Nam dugc gidi thfch bdi hai bien: Tfnh xd hgi vd tfnh vj tha Md hlnh h^i quy (PE) cho tiiiy; 39.7% thay ddi vl "Tfnh khfch I?" ctia Facebook dugc gidi thich bdi ba biln: Thth xa h$i, tfnh vj tha, tlnh thyc tl Md hinh h6i quy (PU) cho tii^y 40.2% thay ddi vl "Tfnh hOii dyng" cua Facebook tgi Vift Nam dupc gidi thfch bdi bdn biln Tinh x i h^i, tfnh vi tha, tfnh dl sii dyng, tfnh khfch I? Md hhih hli quy (AU) cho thdy 27% sy thay dli Clia biln "Thyc tl sii dyng" Facebook tgi Vift Nam dugc giii thich bdi ba biln: Tinh dl sii dyng, tinh hfiu dyng tinh khfch If Cdc md hinh diu khong c6 hien tygng da cgng tuyin Kit qua cho thdy cd gid thuyet bi bdc bd: Anh hudng Clia tfnh thyc tl din tinh de sii dyng (H3a) vd dnh hudng cua linh thyc tl io din tfnh hftu dung (H3b) Bang Kit qua hoi quy Biln phy thu$c M6 hinh IrTinhdl su dyng (PEOU) Biln d^c l|p (Constant) B khdng chuin hda Gii trj t 2.242 MCre^ nghTa -Sig Hfs6 phdng dai phinmg sai (VIF) Gii thuylt dirge iiag h$ 10.624 000 Tinh xd hpi (S!) 185 _ 2.993 003 1.506 Hia Tinh vj tha (ATL) 344 6-113 000 1.310 H2a -.001 018 986 1.278 H2c Tfnh tiiyc tl (TELE) R^ hifu chinh ld0.19;si|IF < 0.00] M6 khfch (PE) hlnh If Tranq 98 (Constant) 883 944 000 Tinh xd hgi (SI) 135 102 002 1.506 Hic Tfnh vj tha (ATL) 246 231 000 1.310 H2c — T»P CHi PHAT TRieN KH & CN, TAP 18, S Q l - 2015 Tlnh thttc t^ ao (TELE) 318 1.278 R^ higu chinh la 0.397; sig F < 0.001 M5 hinh 3: Tinh hihl dung (PU) (Constant) 983 Tinh xa h6i (SI) 233 5.076 000 1.572 Hlb Tinh vi tha (ATL) 111 2.483 013 1544 H2b 1.511 H3b Tinh thtrc tg ao (TELE) 076 682 Tinh khich le (PE) 119 2.119 035 1.734 H5 ,254 6.456 000 1.287 H4 if higu chinh la 0.402, sig F < 0.00)1 Mo hlnh (Constant) 986 4: Thirc ti - SIT tiling Tmh hChitlung (PU) ,403 (AU) j r i n l , |(j,.j^ 15 ( p j j ^ ' 215 Tinh dl su dung (PEOU) 153 4.036 000 6.079 000 1.475 H7 3.308 001 1294 H8 2808 005 1.367 H6 _ Tinh fll su dyng (PEOU) 093 fi^ hifu chinh la 0.27 ; sig F < 0.001 Trong cac ylu 16 anh huong dgn "linh di , dvng- ta thay rSng "tinh dl sii dttng" khons chiu anh huting cila "tinh thuc tg ao", nguygn nhan du(,c tim hiiu IJ cam nhan tam ly cua ngufri dttng MXH tai Vigt Nam That vjy, Chung ta so s4nh giUa moi truimg ao va'moi tratag that, mac du thong tin tren moi Oirimg ao dl tigp xUc hon nhung tinh xac thuc cOng it hon vay nhiing thong tin duoc chia sg, hu6ng din trgn MXH (moi truimg ao) chi tacj cho ngufti diing suy nghi cd thi la dl dimg sir dung nhung di hlnh thimh ngn nhiin thirc vi mjt c6ng nghg dl hay sir dung cSn sir ffSi nghigm thtrc tl cUa nguiri diing tigp xiic vtii ceng nghg (moi truimg thuc) Do vjy mac dii tinh thtrc tl ao cua MXH rSt cao nhung khong thg thay thi duoc nhan thic vi sir trji nghigm thtrc tl cua ngu6i dUng Bgn canh d6 nhitng tSc dpng rfc ldn cua tinh xa hpi din tinh dl sir dung co thi duoc nhSn thay qua tic djng tam ly dam dong Khi mSt ngudi sinh hoat mjt tap ihl ma tit ca mgi nguiri diu nhan th^y vigc su dung MXH Facebook la diiu tjt di dang thi nguiri cang sg phat sinh tam ly cho ring Facebook rat dl su dung va boi vi moi nguin xung quanh dgu c6 suy nghl va diu su dung duoc Facebook thi ban than minh cung hoan toin c6 thi su dung Facebook Ngoai tac dpng ldn nhat cua tlnh VI tha dgn tinh d! sir d(mg mS hlnh nJy cOng Cli the duoc nhan thiy qua vigc tit ca mgi vien tap thi diu len Facebook dl trao doi thi voi tu each la mpt ca nhan ffong tjp the ngu mu6n nhan thong tin vi cing chia sg trao ali thong tin vdi tap thi thi nguiri buoc phai tham gia Facebook, tir tic dong oia tam ly sg khuygn khich hanh vi sir diing Facebook thirimg xuygn va viec online tren Facebook trcr mot thoi quen dl co thi gtao tigp Khi nguoi Bd ngn quen thupc vS thao vdi mpt cpng cu nan dp thi vigc su dung cong cu dd se ud nen dl dang hon rat nhilu Trong cac yiu id anh hudng din "tinh hOu dung" ta thiy rjng "tinh hHu dung" khong chju anh hucmg cda "tlnh thuc tl ao", cd r i nhiiu nguygn nhan tdn tai mdi tnrdng kinh doanh tai Vigt Nam gay cam nhSn vl k Trang 99 Science & Technology Development, Vol 18, No Q1 - 2015 cdch lgi fch mi moi trudng teio cho ngu&i diing nhu; khfl khdn cho cic doanh nghiap cung ,nhu ngudi dilng vific kilm soit thong tin - Nguyen nhSn ve ni|t tam ly: Ngudi diing tin rdng ben canh nhthig loi ich md Facebook mang Iai thi mdc dfi Facebook gitip moi nguoi mo rong m6i quan hS giao tilp nhung de tin tuong mdt ngucri quen biet Facebook id dilu kho khdn Hon nua rdt nhilu vy viec lira dao tren Facebook ducrc dua du luan Idm cho tdm ly tin tuong tuyet doi vdo lpi ich Clia Facebook khong c6n, ddc biet la nhiJng cdnh cdo ciia chfnh Facebook ve vi?c ngudi dfing dua qui nhilu thfing tin ci nhin nSn de bi ngudi xdu Igi dyng Do vay mi cic b^n tre, die bift Id sinh vien dang trd ngn cinh gidc hon vdi cic thdng tin duoc chia se trSn Facebook S KET LUAN VA CAC HAM V" C H I N H SACH - An ninh tnang: Van dl an ninh mgng cua Vi?t Nam chua thuc sy phat triln t6t so vdi nudc ngodi Cic trang MXH nudc nhu Zingme hay go.vn iu3n bj ngudi diing ngd vyc vi hi khai thdc cic thdng tin cd nhan ciia ngudi dfing Mdc dtJ Facebook Id djch vy mang tir nudc ngodi nen cam kit dam bdo bi mil thdng tin ngudi diing ciia Facebook dd tao duyc sy an tam Tuy nhiSn cd mgt s6 cd nhan co tlnh dua cie "hinh dnh xlu" trfin Facebook vi cic myc dfch rieng (chfnh trj, khieu ddm^ Ifra dio ) dk vd tbh lim dnh hudng din nhiing ngudi diing khde vd ddy cung li mdt nhQng Iy khiln cdc nhi ckm quyin tgi Vi$t Nam tim cdch chin ngudi dfing sii dyng Facebook Trong dd Facebook vln chua the kiem soit hit vi kjp thdi xda bd nhitng trang vi phgm nfin lai vd tinh gdy inh hudng din tinh hfhj dyng vi tfnh khich I^ ngudi dimg sir dyng Facebook - Thdng tin: Cdc thdng tin dugc chia se trfin Facebook mang tinh ci nhin vi khflng dugc kilm chung nfin chit lugng thdng lin dugc lan ttnyin qua Facebook cd dg phii rOng nhung tfnh chinh xdc it, dilu niy v6 tinh gay ta Trang 100 5.1 Kltlu^n Thdng qua qud trinh nghien cihi bing cic phucmg phip djnh Knh vi djnh lugng, tdc gid da chi moi quan he gi&a cdc bien ciing nhu miic dg dnh huflng cua timg biln den hdnh vi su dyng Facebook cua gidi tre tgi Vifit Nam - Ve m^t iy thuyet: Nghifin ciru d i ludng, phan tich v i dilu chinh thang cdc ylu tl dnh hudng din hdnh vi sii dyng Facebook tgi Vi§t Nam Dong thdi dd kilm djnh dugc sy anh hudng ciia cdc ylu t l "Tfnh dl sir dyng", "Tfnh hiiu dyng" vd "Tfnh khich 1?" din "Thyc te sti dyng" Facebook cung nhu dnh hudng cua cdc ylu to "Tfnh xS h^i", "Tfnh vi tha" vd "Tfnh thyc tl io" din tfmg ylu t6 "Tfnh dfi sii dyng", "Tfnh hiiu dyng" vd "Tfnh khich 1?" Theo dd "Tinh hiiu dyng" cfl inh hudng mgnh nhat din quyll djnh sii dyng Facebook Dilu niy khong chi nhln mgnh tfnh chfnh xdc ciia md hinh TAM md cfln cho thiy vai trfl quan trgng ciia "Tfnh hflu dyng" cua Facebook doi vdi ngudi dimg: mdc dfi tgi Vi?t Nam, Facebook chi dugc xem li mdt cong cy ho trg cho giao tilp nhung nlu Facebook chl don thuin dimg lgi d gdc dg giao tiep cd nhin mi khong md rOng cdc tifin ich gnip kit n6i mgi ngudi vd nhdn bilt hogt dgng ciia cic dli tugng dugc kit nli vdi thi sS rit khd dl ngudi diing cdm nhan dugc linh hiiu dyng cua Facebook nhu hi?n Tfr "htiu dyng" dugc myi ngudi ddnh gid khdng chi tren gdc dd giao tilp md cdn ed tren gdc dg cfl fch cho cdng vi^c vi ndng cao hifiu qud qudn 1^ ihdng tin - Vl m^t th^c tien: Nghifin cihi d i thyc hifin ludng mo hinh cdc ylu t6 inh hudng den hdnh vi sti dyng cic trang MXH ciia cic nhd nghifin ciiu nudc ngoii vdo dilu kifin mfii T^P CHl PHAT T R I S N K H & CN, TAP 18, S Q1 - 2015 tnidng t?i Vigt Natn, thong qua dd nghign ciiu d« chi cac thang mang tinh nhu clu xS hpi cua ngudi anh hudng vao thiic ti sir dung Facebook tai Viet Nam Tir dd cac doanh nghigp, nha quan ly va cic nha hoach dinh chinh sach Marketing cho doanh nghigp cd thg di sau khai thac timg dac tmh d i thuc day cac hoat dpng Marketing h-gn mdt cong cu imyin thong mdi cung nhtr tim tjt cac bien phap thuc ti va hihl ich chd hdat ddng kinh doanh ctta doanh nghiep Npi dung cjn phai chu y kit qua nghign Cliu cua tac gia la he so R' hieu chlnh cua cdc md hlnh, mSc du hg sd khdng cao vl nghien cent Iji tli sau vao aac linh ngirti vJ cSc ylu 16 xa hpi anh hudng din hanh vi sir dung mdt san phim cdng nghe cao cua nguiri dimg Tuy nhign muc dd y nghia cda c4c phuong trinh hdi quy rit cad cimg nhu sir hrdng quan chat chg gida cac biln quan sat sg ddng vai trd tich cue dl tac gia tiln hanh de xuit cSc bien phap nang cao higu qua huyen thdng trgn Facebook cho cac doanh nghiep tai Vigt Nam hong giai doan hien Nhiing khic bigt mang tinh xa hpi va tinh ngudi tai thj hirdng Vlgt Nam so vdi cac nudc khic dupc thi hign qua mpl so ngt dac trtmg nhu: Su khac bigt vl van hda, khic bigt vg ddi mpng nghign cuu, co so ting cua cua nha cung cap djch vu meng va mdt tnrdng phip luat t?i Vigt Nam Nghign ctm vln ton tai cdc ban chl sau; thu nhat, each chpn mlu nghign ciiu la chpn mlu thuan tign vdi kich thudc mlu khdng Idn so vdi phjm vi nghign cira tai Viet Nam nen nghien cihi chua thi khai quat day du va chinh xac nhan thiic va danh gid cua ngttdi dung Facebook ndi chung tai Vigt Nam Cac nghign Cliu tigp theo cd tbl chpn mlu nglu nhien di tang tinh chinh xac va kha nang tdng quat cua ket qua cao hon Thli hai, di tai chi tip tnmg vao nhiing ngudt ding dang tham gia vao Facebook vjy cac nghien cdu tigp theo ngn md rpng ddi Mpng khao sat cua ngudi sir dung cic tnmg mang xa hdi khic, nhu: Twitter, Ydutube, di kilm djnh md hinh dupc tdt hon Thu- ba, day la mdt nghien cuu kham pha ve lanh vuc cong nghe va Facebook cdn la mpt khai nigm kha mdi m Vigt Nam nen chua cd cic sd lieu thuc nghiem di so sanh va ddi chiiu kdt qua nghign cuu VI vay cdc nghien cuu tiip thep cp thg phat triln them tit nghien cira niy va tiln din thilt lap tigu chuin danh gia cho cac tnmg MXH tai Vigt Nam Thli hr: cdc thang sd dung n-ong bai duoc djch thuat td tigng Anh sang tiing Viet va chtra cd cac nghign Cliu oirdc day tji Viet Nam dl thttc nghiem nen cd thi vln chua hnan toan phu hpp vdl ddi tupng khao sat tji Vigt Nam din din R' higu chmh cua md hinh cd hg sd thip, ngoai ni cdn cd nhiing ylu td bip cip khac ISm anh hudng dgn R' nghien cuu t?i Vigt Nam nhu su khdng Mong ddng gio cac khu vvc van - hda, khac biet giUa thai dd tigu dimg cua cac ngn van hda, mdi tnrdng vd khu vtrc dja ly cac nghign ctra tilp theo cd thg tign hanh phdng van so bd vdi pham vi va kich thudc miu Idn hon di cd thi thdng kg chmh xac va md tpng cac dtang phu hop vdi digu kign tai Viet Nam Cudi cung: dl tai duoc phan tich thong qua vigc danh gia thang do, phan tich nhan td kham pha va phan hch bang md hlnh hdi quy bpi ngn vdi md hlnh ly thuyit da dua kit qua thu dupc vln chua thuc su dap ling du nhu can thdng tin cua cac nha quan ly vjy nhihtg nghien cuu tilp theo ngn itng dung md hinh myln tinh SEM n-png qui Mnh phan tich dg CP kit qua nghien ciiu phdng phit hdn va cd the phan tich vin di sau sat bon 5.2 cac ham y chinh sich Cac ChUdng htah Marketing h-gn Facebook mudn gay anh hudng manh va dupc ngudi dimg ung hd tich cite thi cln phai chu y den tmh hitu (lung va phai mang tinh khich Ig cao Mac dil sii lupng ngudi su dung Facebdok tai Vigt Nam vln lign tuc tang nhanh theo higu img dam dong (anh hudng ciia tinh vj tha) Trang 101 Science & Technology Development, Vol 18, No Ql - 2015 nhung ngudi dimg Facebook d Viet Nam vin chua khai thdc tot cic lgi fch md Facebook raang lai Mdc dii da nhan thiic dugc tfnh hiru dung, tfnh khich Ie, vi tfnh dl su dung ciia Facebook nhung mtic inh hudng ciia cdc ylu to niy den thuc tl sii dung Facebook khdng cao nhu cac nghifin cuu d nuo'c ngodi Cdn cir vdo miic dg inh hudng cua timg ylu t l dfin hanh vi su dung Facebook ciia ngufli dilng Intemet thdng qua kit qua hdi quy lit mo hinh, tdc gia xin dua mot sfl ham ^ cho cdc nha quin Iy dl c6 thfi ndng cao hieu qua truyin thdng qua MXH Facebook - Tfnh xd hoi dflng vai trfl quan trgng den hdnh vi sir dung Facebook tai Vifit Nam vi nhu clu vl mat xd hgi la mflt nhfing nhu clu quan trong ddi sflng eon ngudi Mdt sl khfa canh cfl thi khai ihic tinh xd hgi nhu: Xay dyng nhflm cgng dflng rifing trfin Facebook; Dua cdc chuong trinh dl khich hing cam nhgn dugc minh cung Id mgt thdnh vien cua doanh nghifip chia se cdc thflng tin vfi doanh nghiep dl tgo sy gan gui vdi khdch hdng - Tfnh vj tha dugc xem Id mgt nhirng net vdn hfla dep ciia ngudi Vifit Nam nfin cdc hoat dgng tren Facebook nen khai thdc tfch cue ySu td pdy Clia ngudi dilng nhu- Dua cdc chuang trinh dk ngudi tifiu dimg co thi ddng gflp vio hoat dgng kinh doanh ciia cdng ty vd trao gidi thudng ximg dang dk tdn vinh dflng gflp Clia khdch hdng vao hifiu qud kmh doanh cua doanh nghifip; Dua cac ldi khuyfin, meo vdt hdnh vi sii dyng cdc sdn phim/ dich vy md doanh nghifip kinh doanh mgt cich an toan vd hifiu qua; Tao cdc sdn phim cfl gid tri nhu ebook, hoi thao miln phi dl tri an khdch hdng, Ldng nghe dfli thoai cua khdch hang tren mflt cdch cdn thdn, dflng thdi phdn hdi nhanh, chan thanh, hgp ly; Dua cic cdu hfli lifiii quan din cac vln dl hay khfl khdn ciia doanh nghiep dl mgi ngudi cd ihl ciing trao dfli, dua Trang 102 gidi phap va cic gidi phip hay s€ dugc trao thudng va vinh danh - Tinh thyc te ciia Facebook chi cd thfi sir dyng dl tdng tinh khich lfi ngudi diing cdc chuang trinh marketing nhu gdn kit cdc chuang trinh online tren Facebook cic cic chuang trinh giao Iuu ofHine dugc td chirc thyc tl bfin ngodi dl tdng tinh thyc tl ciia sdn phdm, doanh nghiep vd gdn kll khdch hdng viti doanh nghifip - Khai thdc tfnh hiiu dung ciia Facebook: Thflng tin luon mang tinh nhit qudn dfi tao an tugng nhan bilt cho ngudi dfing; Cdc chuang trinh dugc tfl chirc trfin Facebook phdi mang Igi lgi fch cy thfi ma ngudi tham gia cfl thfi cam nhdn dugc; Thu thdp thflng tin cua khdch hdng, dai Iy, dfli tdc, ddi thu cgnh tranh de hilu rfl hon vl cic ddi tugng m i minh tilp xiic; Su dyng Facebook dl phan khiic thj trudng vd dua cic thong difip quing cdo din dung dfli tugng, Ldp gian hdng io - Khai thic ttnh khich Ie cua Facebook: Su dung khdch hdng dfi chgn ngudi dgi difin cho hlnh anh truyen thdng cua doanh nghifip; Chuong trinh uu ddi khdch hdng dfi chuc mimg sinh nhat ciia cdc bgn be tham gia vdo trang Facebook cua doanh nghifip, Dflng vifin cdc ban bfi co kit nli vdi doanh nghifip hg chia sfi nhiing thdng tin vl ca nhan; Khdng thudng xuyfin Idm philn khdch hdng blng cic tin nhdn hay email quing cdo qua Facebook; Chia se cdc hinh dnh vui hodc cic cau chuyfin cudi; Xii l;} khung hodng tren Facebook bdng cdch tim sy dflng cam eua ngudi dimg - Khai thic tinh dfi sir dyng cua Facebook; Ldp cau hinh cho mpt ten mien phg (subdomain) dl chuyin lilp din trang Facebook cua doanh nghifip dl ngudi dung dl nhd tfin dudng din vd dl ding truy cap; Cic apps trfin Facebook nen don gidn vd dl hilu dl trinh ngudi tifiu dung cfl cam gidc rdc r^i sii dyng TAP CHi PHAT TRItN KH & CN, TAP 18, S Q l - 2015 TAI LIEU THAM KHAO Tieng Vift [I] [2] [3] [7] Boyd, D.& Ellison N.(2008) Social nemork(!ng) site revisiting the story so faiJoumal of Computer-Mediated Communicaiion, 13,516-529 http://www vecom.vn.'index php'iiniitr sukien/'62.'i-bao-caf>-roan-cnh-1 •S-namintemet-vir-nam [8] Folbre, ,., & Goodin, x E (2004) Revealing alDnism Review of Economy, 62, 1-25 Tifing Anh [9] Hifip hgi thuong mgi difin tii Viet Nam (2012), Bdo cdo todn canh 15 ndm Internet Vi^t Nam Andreacci, J L., Lemura, L M., Cohen, S L., Urbansky, E A., Chelland, S A., & von Duvillard, S P (2002) The effects of frequency of encouragement on performance during ma.\imal exercise XcsHne, Journal of Sports Sciences, 20, 345-352 Agarwal, R., & Prasad, j (1999) Are individual differences germane lo the acceptance of new information technologies? Decision Sciences, 30, 361-391 Held, R M & Durlach, N I (1992) Telepresence Pr^ence, 1(1), 109-112 [10] Hogg, M A (2000) Social identity and self-categorization organizational processes m contexts Academy of Management Review', 25(1), 121-140 [11] Kwon, O & Wen, Y (2009) An empirical smdy of ihe factors affecting social network service ase Computers in Human Behavior 26,254-263 [12] Rachlin, H (2002) Altruism selfishness Behavioral and and Brain Sciences, 25,239-296, [4] Bollen, Kenneth A (19S9) Stntciural Equations with Latent Variables, John Wiley and Son [5], ComScore, 2012 Announces Introduction of Online Video Measurement Sen-ice m Taiwan, Vietnam Indonesia and the Philippines htlp://www.comscore.conVInsiaht&Trp-; s Relea.se.-;/?ni?/«/comScorp Annn„n es Introduction of Online Video Mea surement Service in Taiwan Viemam Indonesia and Ihe Pin lipping.; [6] [13] Terr>\ o., Carey, ^,., ,fe Callan, v (1997) Employee responses to an organizational merger: Group stams, group permeability and identification Australian Psychology', i9,4Z [14] Journal of Venkatesh, V., Morris, M., Davis, G., & Davis, F (2003) User acceptance of information technology: Toward a unified view MIS Quarlerly, 27, 425478 Davis, F ^ (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technoiog>' A//5 Quarterly, 13(3), 319339 Trang 103 ... hudng din hanh vi su dung MXH Facebook tai Viet Nam" , tac gia dua biin phu thudc la "Thuc ti su dung" thay vi "hanh vi sii dung" hay -hanh vi thuc ti su dung" nhim nhin maih den hanh vi su dung Facebdok... khdng thfi hdnh khdi nhirng vin dfi khdng phil hgp ddi vdi mdi frudng kinh tl, xa hgi tgi Viet Nam Chinh vi vdy, dp dung md hinh ndy de nghifin ciiu vfi Facebook tai Vifit Nam, tdc gid can ddc bifit... vi su dyng cdc djch vii ciia Facebook vi Facebook Id mgt mdi trudng md cdc ca nhan (ngudi diing) tham gia cd thi giao tiep vd tuong tic ldn dk tao mgt nhdm xd hgi Thong qua hanh vi sir dung Facebook,