Dong Cff thiic diy y djnh chia se thong tin tieu diing tren Facebook Nghien cihi thyc dja tren nhom sinh vien tai Ha Noi Nguyin Thi Hodng Yin Hoc vien Cong nghe Btru chinh Vien thong Email yennth@ptit[.]
Dong Cff thiic diy y djnh chia se thongtintieudiing tren Facebook: Nghien cihi thyc dja tren nhom sinh vien tai Ha Noi Nguyin Thi Hodng Yin Hoc vien Cong nghe Btru chinh Vien thong Email: yennth@ptit.edu.vn Nguyin Ngflc Anh Hoe vien Cong nghe Buu chinh Vien thong Email: anhnn@ptil.edu.vn Bach Trudug Giang Sinh vien Chircmg trinh Dai hoc Greenwich, Khoi dao tao lien kit quoc te, Dgi hoc FPT Email: giangbachtruong@gmail com Ngay nhan: 30/9/2016 Ng^y nh?Ui ban sua- 28/10/2016 Ngay duy?tdang: 25/12/2016 T6m tat: Nghien ctru duac thuc hien nham giai thich dong ca thuc ddy y dinh chia se thong tin tieu diing tren Facebook ciia sinh vien Viet Nam Dir lieu nghien ciru duac thu thdp thong qua mot CUOC khdo sdt true tuyen duac tien hanh doi v&i 208 ngudi diing Facebook Id sinh vien tai Hd Noi vdo ndm 2016 Ket qud phdn tich dir lieu vdi mo hinh cdu triic tuyen linh (SEM) cho thdy y dinh chia se thong tin tieu dung Iren Facebook ciia nguai dung bi tdc dong bdi cd dong ca ben ngodi (nhu cdu ve lai ich vdt chdt nhu cdu hoa dong xd hoi, nhu cdu hoc hoi) vd ben (sir dong cdm vd nhu cdu tir the hien bdn thdn) Vai ket qud dgt duac, nghien ciru cung cdp nhirng gai y hiru ich doi vdi cdc doanh nghiep viec thiic day y dinh chia se thong tin ve sdn phdm/dich vu cua ngudi su dung mang xa hoi noi chung vci Facebook noi neng nhdm dgt duac muc tieu marketing qua phuang tien truyen thong xa hoi Til- khoa: Y dinh chia se thdng tin, Igi ich vat chat, hda ddng xa hpi, sy ddng cam, tu the hien ban than Motives affecting consumption information sharing intention on Facebook: An empirical study among students in Hanoi Abstract: This study aims at exploring motives affecting consumption information sharing intention on Facebook among Vietnamese students Data was collected via an online survey of 208 Vietnamese facebook users who are college students in Hanoi in 2016 The results of data analysis with structural equation modeling (SEM) show that Facebook users' consumption injormation sharing intention are affected by both external motives (tangible rewards, social engagement, learning) and internal motives (empathy, self-presentation) The research findings provide useful recommendations for businesses lo encourage social media users, especially Facebook users, to share infonnation about products/senice.s in order lo achieve social media marketing goals Keywords Information sharing intention; tangible rewards, social engagement; empathy; selfpresentation -.thdng 01/2017 79 kinll IfJ'llilllllfl! Gidi thi^u Su phdt triSn nhanh chong cua cong nghS thdng tin vd truySn thdng thdi gian gdn ddy da 1dm cho cdc phuong tiSn truySn thdng xa hoi cdng ngdy frd nen quan frpng ddi vdi viec chia se thong tin cua ngudi Nd giup mgi ngudi cd thS tim kiSm cac ldi khuyen vd chia se kinh nghi?m ca nhan de dang hon (Morris & cpng sy, 2010) Ciing nhd do, truyen mieng dien td (EWOM) dang trd Ihanh phd biSn hon vd frd thdnh mgt kSnh truySn thdng hieu qua va it tdn kem cho cac doanh nghiep (Hennig-Thurau & cdng su, 2004) Ld trang m^ng xa hdi phd biSn nhat the gidi vdi vdi han 1,712 ty ngudi sii dyng tinh dSn thang 9/2016 (theo Statista), Facebook cd tinh nang dac biet cho phep ngudi sir dyng cd the thu thdp va dang tai cdc thdng tin tii cac ngudn khac (Lewis & cdng sy, 2008) Ngudi dung Facebook ciing cd thS chia se thdng tin dudi nhiSu hinh thiic khac nhu cap nhdt tinh frang ca nhan, gui tin nhdn cho ban be, dang cdc bai viSt frong cac nhdm xa hoi, hoac viit ddnh gid tren cac trang Facebook (Seraj, 2012) Nhd vay, Facebook dugc xem la mdt nen tang xa hpi Iy tudng cho ngudi tieu dimg tham gia thuc hien EWOM (Syn & Oh, 2015) Theo bao cao nghien ciiu thi trudng thang 10/2015 ciia Cimigo, tai Viet Nam, Facebook ciing la mang xa hpi dugc ua thich nhat vdi 31.3 trieu ngudi dung hoat ddng den thang 3/2015 vdi phdn Idn d dp tudi 18-34 Trong sd nay, dp tudi 18-24 chi^m gan 50% Thuc hien nghien ciiu tren 4.205 sinh vien cd sii dung mang xa hpi tai Viet Nam, Tran Thi Minh Diic & Bin Thi Hdng Thai (2014) da chi rang Facebook la mang xa hdi duac da sd sinh vien sii dung (86,6%) Cd nhieu nhu cau kliien sinh vien su dung mang xa hpi, dd cd nhu cau chia se thdng tin va tinh cam Nghien ciru ciing cho thay sinh vien Viet Nam danh kha nhieu thdi gian radi de su dung mang xa hpi, vdi 43% danh I -3 gid/ngay va 31,3% danh 3-5 gid/ngay Nhiing sd tren cho thay gioi tre, dac biet la gidi sinh vien, diing trd nhung nut that tiem nang tren Facebook de chuyen di nhirng thdng tin tieu diing ve san pham ciia cac doanh nghiep kinh doanh tren mang xa hdi Tuy nhien de cd the khai thac cac niit that nay, cac doanh nghiep can phai hieu nhimg dpng ca thiic day hp chia se thdng tin tieu diing Trong bdi canh dd, nghien ciiu tap trung vao tim hieu dpng ca thiie day y dinh chia se thong So 235 thdng 01/2017 tin tiSu dimg tren Facebook thdng qua mgt nghien cim thyc dia ddi vdi nhdm ngudi dung Id sinh viSn frSn dia ban Hd Ndi VS m§t ly thuySt, nghiSn ciiu ndy gdp phdn lam sdng ro hon dgng ca thuc day y dinh chia sd thdng tin tieu dimg ciia nhGng ngudi tieu diing fre tuoi frong ngu cdnh cdc nen kinh te dang phdt friSn nhu Viet Nam Cy thS, nghiSn ciiu chi rdng y dinh chia se thdng tin tiSu dung fren Facebook cua hg chiu tdc dgng bdi ca nhiing ddng ca bSn ngodi (nhu cdu vS lgi ich vat chat, nhu cdu hda ddng xa hgi, nhu cdu hpc hdi) vd bSn frong (sy ddng cdm va nhu cdu frr thS hien ban thdn) Vdi kSt qua dat dugc, vS mat thyc tiln, nghiSn ciiu se cung cdp ggi y hiiu ich ddi vdi cac doanh nghiep frong viec triSn khai hieu qud boat dpng marketing qua phuang tien truyen thdng xd hdi Cff so- ly thuySt vd gid thuySt nghien ciru 2J fdinh chia se thong tin Hanh vi chia se thdng tin dugc hieu la nhung nd luc nhdm frao ddi thong tin, bao ham ca hanh vi tim kiSm thdng tin nhdm cung cdp cho ngudi khac (Chen & Hung, 2010) Sy phat triSn ciia mang xa hdi va vai frd cang tang ciia nd frong ddi sdng kinh te xa hpi da Idm gia tang nhiing nghien ciiu quan tdm ve hanh vi chia se thdng tin ciia ngudi diing mang xa hpi Cac nghien cuu khai thac hanh vi chia se thong tin nhiSu khia canh khac nhu hanh dpng chia se thdng tin (Cho & cdng sy, 2014), sy sdn sang tiSt Id thdng tin ca nhan (Gerlach & cpng su, 2014) 0ac biet, rdt nhieu nghien ciiu quan tdm den y dinh chia se thdng tin ciia ngudi diing mang xa hpi (Lee & Ma, 2012; Cho & cdng su, 2014: Chung & cpng su, 2015; HajH& Lin, 2016) Su quan tam cua cac nha nghien ciiu den y dinh chia se thdng tin cua ngudi diing mang xa hpi Id dieu de hieu vi nd dugc xem Id khai niem trpng tam ciia cac Iy thuyet ve mdi quan he giua thai dp-hanh vi cua ngudi (Sheeran, 2002) Thyc vay, theo cac nha nghien cuu thupc ly thuyet hanh dpng hgp ly (Fishbein & Ajzen, 1975), ly thuyet hanh ddng co ke hoach (Ajzen, 1991), y dinh thyc hien hanh vi cua mpt ngudi dugc xem la nlian td quan trpng nhat giai thich hanh vi (hanh dpng) ciia ho Do va\ \ iec tim hiSu y dinh thuc hien hanh \i rat cd y nghia viec tim hieu hanh vi cua ngudi ndi chung va ngudi tieu dimg ndi neng Y dinh hanh \i dugc hieu la kha nang hay dy dinh thue hien mpt hanh dpng nao ciia ngudi (Fishbein & Azjen 1975) va dugc dinh hudng bdi kinlili'Alii Mdt sd nhd nghiSn cuu cho thdy rang nhu cdu hgc hdi la ly chinh thiic ddy ngudi su dung phuong tiSn truySn thong xa hgi chia se thdng tin Vi^c hgc hdi cua ngudi tiSu diing dugc hiSu la qua trinh nhdn thiic tam ly de giiip hp thich nghi vdi mdi trudng va la mdt qua trinh mang tinh xd hpi (Morchis & Churchill, 1978) Cdc nha nghiSn ciiu dS chiing minh rang viec ngudi diing tich cue su dyng m?ing xa hpi la thuc day bdi nhu cdu cdp nhdt nhiing dieu mdi (Syn & Oh, 2015) hay de cd dugc nhirng ldi khuyen cua ngudi khac (Hennig-Thurau & cdng su, 2004; Zhao & Rosson, 2009) di thich img vd hda ddng vdi mdi trudng bSn ngodi Lee & Ma (2012) 2.2 Bong ca thue d&yy dfnh chia se thong tin Cling da chi rdng viec tim kiem va cap nhdt thdng tin cd tac ddng tryc tiSp vd thuan chiSu den y djnh tieu diing chia se thdng tin ciia ngudi dung mang x§ hdi Bang Nhung nghien ciiu da dugc tiSn hanh nham tim viSc chia se thdng tin ve san pham fren mang xa hdi, hieu ddng ca thiic ddy y dinh chia se thdng tin lien ngudi diing cd thS cd them dugc nhirng thdng tin quan dya vdo nhiSu nSn tang ly thuyet khdc nhau, hiiu ich ve sdn pham (dudi dang Idi khuyen, phan frong dd, Iy thuyet tu xac dinh dugc tham chieu bdi hoi, binh ludn ) cua nhung ngudi khac frong mang nhiSu nha nghien ciiu Theo ly thuyet nay, ddng ca ludi kSt ndi (Hennig-Thurau & cdng su, 2004), qua thiic day hdnh dpng ciia ngudi dugc chia lam thich ung tdt hon vdi cac ngii canh mua sam Dua nhdm: ben frong vd ben ngoai Dong ca ben ngodi vao lap luan fren, gia thuyet sau day dugc de xuat; lien quan den sy thiic ddy hanh ddng de nhan dugc H2 Nhu cdu hoc hdi nhirng phan thudng nhu nhiing lgi ich vat chdt hay danh tieng md mot ca nhan dat dugc tu viec chia se Nhu cau hda ddng vdi xa hpi dugc hiSu la nhu thdng tin (Lin, 2007) Trong do, dpng ca ben cdu can ban cua ngudi va day cung la mdt trong lien quan den nhiing cam ket hanh ddng vi sy nhirng ly chinh khien mpi ngudi chap nhan cdc thii VI, hai Idng hay dan gidn Id muon dugc ghi nhan phuang tien truyen thdng xa hpi (Liu, 2010) Nd ve sy ddng gdp thdng tin huu ich (Constant & cdng ham y nhu cdu tri ket noi, giir lien lac vdi nhifrig ngudi cpng ddng xa hdi (Zhao & Rosson, su, 1996) 2.2.1 Nhom nhdn to lien quan den dong ca ben ngodi2009) Day dugc xem la nhan td thuc day ngudi dimg mang xa hdi tucmg tac vdi mpi ngudi bang Y dinh chia se thdng tin dugc cho la bi thuc day each chia se thdng tin tryc tuyen (Syn & Oh, 2015, bdi hieu iing "cd di cd lai" giita ngudi cung cap Baek & cpng su, 2011), Facebook cung cdp cho thong tin va ngudi nhan (Kankanhalh & cpng sy, ngudi diing nhitng tien ich nham cd the tri va 2005) Ndi each khac, ngudi ta thudng mong dgi de cai thien mdi quan he vdi ban be thong qua viec chia nhan dugc mdt cai gi dd frd lai hp chia se thong se thdng tin (Wilson & cpng su, 2012) Va chinh tin cho ngudi khac (Wasko & Faraj, 2005) Trong nhu cau phai tnen mdi quan he qua lai vdi nhirng do, lgi ich vat chdt da dugc chiing minh la mpt dpng ngirdi xung quanh cung tac ddng tich cue den y djnh ca thue ddy viec chia se thdng tin (Wasko & Faraj, chia se thdng tin ve san pham va dich vu cua ngudi 2005) Vi du, nhimg ngudi dimg Facebook co thi dimg Facebook (Cho & cpng sy, 2014) Do vay, gia cd dugc philu giam gia hoac qua tang miln phi neu thuyet sau day dupe xay dung: hp chia se thdng tin tren trang ca nhan cua minh va nhung lgi ich c6 the dat dirge bang each chia H3 Nhu cdu hoa ddng xd hpi cd tdc dpng tich se thdng tin lien quan den san pham hoac dich vu cue den y dinh chia \e thdng tin tieu ddng tren eiia cac doanh nghiep Vdi nhiing lap luan nay, gia Facebook thuySt sau day dupe de xual: 2 Nhom nhdn to lien quan den ddng ca ben ddng CO cua hg (Notani, 1998; Li & Cai, 2012) Theo quan diem ndy, y dinh chia se thdng tin trSn m^ng xd hgi dugc hiSu Id kha ndng hay du dinh thuc hiSn hanh ddng chia se thdng tin cua ngudi sir dung mang xa hdi (Hajli & Lin, 2016) Trong nghien ciiu ndy, khai niSm y dinh chia se thdng tin tieu dimg frSn m^ng xa hdi hdm y' dy dinh thuc hien hanh dpng chia se thdng tin lien quan dSn sdn phdm, dich vu cua ngudi sii dyng mang x3 hoi, vd nd cd the bi tac ddng true tiep bdi ddng ca cua hp (Cho & cdng sy, 2014) Dudi ddy, chdng tdi se nghien ciiu cu the hon vS nhftng nhdm ddng co thiic day y dmh chia se thdng tin tieu dCing frong ngii canh nghien ciiu HI \hu can vi lai ich vat chdt cd tdc dong tich circ den y dmh chia se thdng tin tieu diing tren Facebook Sd 235 thdng 01/2017 Tu the hien ban than da dugc chung minh la mo; dpng CO cd tac ddng manh tdi vice sir dung m? _ xa hpi ciia ngudi (Lampe & cgng su, 2006) La trang kSt ndi x3 hgi, Facebook cho phep ngudi dimg thda mdn nhu cdu ty gidi thieu bdn thdn mdi trudng (Wilson & cgng su, 2012) vd cdc hoat dpng thudng dugc thyc hi$n thdng qua viec chia se thdng tin Trong nghien ciiu ciia minh, Trdn Thi Minh Diic & Bui Thi Hdng Thdi (2014, 2015) cung chi rang nhu cau the Men ban than la mgt frong nhiing dgng ca thuc ddy sinh vien ViSt Nam dung mang xa hdi Nghien cihi ciia cdc tdc gid cho thdy hoat ddng the hien ban thdn cua smh viSn Viet Nam fren mang xa hpi (chu yeu la Facebook) dugc thyc hien thdng qua cac hdnh dpng nhu bay td cdm xiic/y kiSn, tham dd/hdi dap thdc mac, gfri qua tdng/ ldi chiic, dang tdi hinh dnh/video va viet nhat ky/ghi chii Vdi nhung ket qud nghien cuu nay, chiing tdi suy dien rang nhu cau ty the hien bdn thdn Id mdt ddng ca thiic day gidi tre Viet Nam chia se thdng tin tieu dung qua Facebook Do vay, gia thuySt sau dugc thiSt lap: H4 Nhu cSu tif thi hien ban than co dnh hteemg dch cue din y ^nk chia se thong tin tieu dung tren Facebook Mgt s6 nghiSn ciiu trudc ddy dd kdt luan rang giai tri Id mdt nhOng dgng co chinh cho viec sii dyng cdc mang xa hgi (Lin & Lu, 2011; Pai & Amott, 2013) Gidi tri dugc dinh nghTa la cam gidc dS chiu ma mdt ca nhdn cd bdng each tham gia vao mpt hoat ddng ndo dd (Moon & Kim, 2001) Baek & cdng sy (2011) cho rdng ngudi dimg Facebook se khdng tham gia vdo cdc hoat dgng true tuyen tren mang xa hdi ndy, tru hg cam thdy vui ve Ddi vdi ngudi dimg mang xa hpi, viec chia se thdng tin dugc xem nhu mgt hoat dgng de vugt qua thdi gian, gidm cang thdng vd tan hudng niSm vui (Giannakos & cpng sy, 2013) Nghien ciiu cua Tran Thi Minh Diic & Biii Thi Hdng Thai (2014, 2015) ciing cho thay gidi tri Id nhdm nhu cdu quan frpng thiic day sinh viSn '\^St Nam su dyng mang xa hdi, va nhu cdu ndy dugc thyc hien thdng qua nhieu boat ddng Hinh Md hinh nghien cmi Dong Cff ben ngoai Nhu cau ve lgi ich vat chdt (TR) Nhu cau hpc hdi (LEA) Nhu cau hoa dong xa hoi (SE) Dong Cff ben ^" dinh chia se thong tin tieu dung (ISI) Miu cau tu the hien ban than (SP) Nhu cau giai tri (FA) Sir ddng cam (EM) So 235 thdng 0l/20r kinll leJhalirii tix)ng dd cd hoat ddng chia se thdng tin nhu cap nhat thong tia hay sy that didn Didu cOng phii hpp vdi nhdn dinh cua Heijden (2004) rdng gidi tri mdt ylu td quan frgng frong viec dy dodn y dinh su dung mpt he tiidng thdng tin theo dinh hudng gidi tri nhu Facebook Vdi nhiing lap ludn fren, gia thuyet sau dugc dua ra: H5 Nhu edu gidi tri co dnh hirdng tich circ den y dinh chia se thong tin tieu ditng trin Facebook Sy ddng cdm dugc hieu la mdt ySu td quan frpng quySt dinh hieu qua cua trao ddi thdng tin (Willis & cpng su, 2015) Nd dugc dinh nghTa Id khd ndng cua mdt ca nhdn frong viSc nhdn biSt va hiSu tinh hinh cung nhu cam xiic cua ngudi khdc (Preece & Ghozati, 2001) Bock & Kim (2002) thdy rdng ngudi co kiSn thiic ve mdt chii dS nhat dinh, hp cd thS hieu rd han nhu cdu tim kiem thdng tin liSn quan ciia ngudi khac, vd dieu sS thuc day hg chia se thdng tin hfru ich cho nhiing ngudi Syn & Oh (2015) cung chia se quan dilm tren chi rdng ngudi diing Facebook vdi kinh nghiSm vd khd nang thdng tin tim kiem nhat dinh se cd xu hudng chia se thdng tin vdi nhftng ngudi tun kiem thdng tin lien quan Dua tren nhung ket qud nghien ciiu nay, chiing tdi de xuat gia thuyet sau: H6 Sir dong cdm cd dnh hirdng tich cue den y dfnh chia se thong tin tieu diing tren Facebook Cac gia thuyet va md hinh nghien cim dugc frinh bay tdm tat hinh 3, Phuffng phap nghiSn ciiu De kiem dinh md hinh va cae gia thuyet dupe xay dyng, phuang phap nghien cdu dinh lupng duge sir dung nghien ciiu Cac thang dugc sir dung Iai tir nghien ciiu cua Cho & cong su (2014) va Syn & Oh (2015) vi tinh tuang d6ng ve tinh chat va ngii canh nghien cim D I thich ung cac thang vdi ngii canh nghien cuu hiSn tai, chiing tdi da tiln hanh phdng vdn chuyen sau dli vdi sinh vien la ngudi su dung Facebook tai Ha Ndi Kit qua thu dupe da cho phep chiing toi hieu chinh thang va xay dyng bang hdi qua Google Forms phuc vu cho cudc khao sat tryc myln dupe thyc hien vao thang nam 2016 DS nghien cim thyc dia, chiing toi tap trung vao nghien cim y dmh chia se thong tin tieu dimg lien quan din san phdm thai trang vi K chinh Thu nhdt, thdi trang la ITnh \arc hien dugc nhieu doanh nghiep tham gia kinh doanh sii dung Facebook de thuc hien/thuc ddy hoat dong marketing Thii hai san phdm thdi trang la san pham tieu diing phd bien Sd 235 thdng 01/2017 va quen thudc vdi sinh vien Tdng sd cd 246 sinh vien friam gia cudc khdo sdt, tdt cd frong dO tudi 1824 vd din tii Hd Ndi, frong dd mdu hgp le de phdn tich la 208 Dii lieu dinh lugng thu thdp ^^^c ddu tien se phdn tich fren phdn mIm SPSS Cac ky thuat phdn tich dugc sii dung d giai doan bao gdm: (1) thdng ke md td nhdm kilm fra chdt lugng dii liSu; (2) phan tich nhdn td sa bd (EFA) fren tiing nhdn td nham sang lpc nhiing items khdng phu hgp; (3) tinh he sd alpha Cronbach nhdm kiSm tra so bd dp tm cay ciia thang KSt qud phdn tich cho thay cac items da dugc hiSu chinh va cdc nhdn td dugc dua vdo md hinh nghiSn ciiu la phu hgp, cdc thang deu dam bao tin cdy vdi he sd alpha Cronbach ldn hon 0.7 Ci giai doan tiSp theo, phan tich nhdn td khdng dinh (CFA) fren phdn mIm AMOS ddi vdi tiing nhdn td trudc tiln hanh CFA ti^n md hinh tdng the dugc tiln hanh nhdm gia tri hoa cdng cy ludng Cac md hinh ludng dugc udc luong theo ky thuat Maximum Likerhood DS ddnh gia sy phii hgp cua md hinh vdi du" lieu, cdc chi sd vdi cdc ngudng xem xet dugc sir dung theo ggi y cua Hair & cdng sy (2009) KSt qua CFA fren md hinh tdng thS eho thdy tdt cd cae chi sd ludng su phu hgp ciia md hinh dSu vugt qua ngudng gia tri chap nhdn dat vdi x2 = 229.911, d ^ l , CMIN/DF=I.755, GFI=0.9I2, CFI=0.940, RMSEA=0.060 Nhu vay, cd thi thay md hinh phu hgp vdi dir lieu thu thap dugc Vdi ket qua CFA, theo ggi y cua Roussel & cdng sy (2007), viec danh gia tin cay va tinh hieu lyc cua thang dugc tien hanh bang each tinh toan; (1) he so rho Jdreskog (p), (2) gia tri hdi ty: dugc ludng bang he sd phuang sai trich (AVE) va (3) gia tri phan biet: la khae biet giii'a gia tri hpi tu va binh phucmg he so tuong quan (r-) giua cac nhan td Ket qua linh toan cho thay he sd rho Jdreskog (p) ciia cac thang deu Idn hon 0.7 va gia ti-i hpi tu cua cac thang Idn han 0.5 (bang I) Ngoai ra, gia tn hdi tu (phucmg sai trich ciia cac nhan td) cQng ldn hon binh phuong he sd tuong quan tuang irng (bang 2) Nhu vay, tin cay va tinh hieu luc ciia cac thang dupe dam bao (Roussel & eong sy 2007) Ket qua nghien ciiu va thao luan De kiem dinh cac gia thuyet nghien ciru, phuong phap md hinh cau triic tuyen tinh (SEM) tren phdn mem AMOS dugc su dung Cac tieu chuan de kiem dmh dugc sii dung gidng nhu giai doan CFA de kiem dinh cac md hinh ludng Cac thdng Un 83 iililrJ'liiilii'ii'n Bang 1: Tom tSt thSng tin v4 k^t qui kilm tra tin c|y cua thang flo Cic thang TR LEA SE SP EN EM ISI N$i dung tom tit cac items H$s6 tai Chia se tiiong tin de nhan dirge phieu giam gia 0.893 Chia se thong tin de nhSn dugc mon qua miSn phi 0.751 Chia se thdng tin de ban so mon Ididng diing d€n 0.656 Muon cap nhat nhiing mau thai trang mai Mudn bi6t ve nhimg xu huong dang thinh hanh cgng dong 0.834 0.690 Mu6n biet thong tin ve cac shop then trang uy tin hay nhflng san pham tot Mong muon tSng cirdng giao luu, tucmg tac vdi ban be 0.723 Mudn giii lien lac vdi ngudi khac tren Facebook 0.792 Mong mudn tuong tac vdi nh&ng ngudi cd ciing sd thich hoac gu an mac 0.727 The hi?n kien thiic, kinh nghiem cua minh ve thdi trang 0.799 0.662 Tuang tac vdi nhiing ndi dung ve thdi trang la mot each giai tri tren Facebook 0.782 Se chia se thdng tm ve nhiing san pham thdi n-ang da sir dung hoac cac cira hang da mua Se chia se thdng tin ve nhung san pham thdi h-ang yeu thich chi tiet \e mdi quan he md hinh nghien ciiu va gia thuyet dugc trinh bay frong bang Ket qua kiem dinh cho thdy su phii hgp giij-a md hmh \a dir lieu R= cua ISI la 0,949 Dieu cd nghia la 94.9« o sy bien thien eua ISI dugc giai thich bdi cac bien ngoai sinh KSl qua kilm dinh ciing cho thay tdc ddng cua EN din ISI la khdng co y nghia vdi p=0.070 cao han ngudng chip nhan (p• hiru ich ddnh cho cdc doanh nghiep cd y dinh sir dung mang xa hdi, cu the la Facebook, nham phuc vu cho hoat ddng marketing lan truyin hudng tdi ddi tugng khach hang tre Uidi tai Viet Nam Kit qua nghien ciiu ggi y rang mudn thiic ddy y dinh chia se thdng tin tieu dung cda nhihig ngudi sir dung mang xa hdi vd de hp trd nhiing mit quan trpng viec day thdng tin ve sdn phdm/dich vu vd thdng diep truyin thdng, cac doanh nghiep nen cd nhftng chinh KinhtCJIiatM sach phu hgp nhjm thuc d i y h g chia se thdng tin D i j u d t lam han c h j kha nang nhan rgng cua Hg cd diS dua nhihig chinh sach khuy6n khich vS kft qua nghien cilu va lam giam gia tri ciia nghien lgi ich vat chSt danh cho nhOng ngudi dch cvrc chia se thdng tin Cac thdng diep truyen ftong cOng nen ^iiu hien lai Nhiing han chS tren day cd tha m d „ g , ^^ ^^^^^ ^^^ ^^^ ^^.^ ^ ^^^ ^^^ ,ai hudng tdi kich thich su ddng cam, nhu cau hda ddng xd hdi va nhu cdu tu the hien bdn than cua nguoi Cu the, cac nha nghien"c,lu Wong lai nen m d • , „ A „ „i,„ rong pham VI nghien cihi s o vdi nghien cuu nay, nnu , - -• nghien cim cac nhom ngudi sii dung mang xa npi , „ „ ,_ „, , - , in.M i,: „ va/hoac de cd nhiing nhung ddng Knhgdp vuchiiu kinh ichdoanh han vkhac e mat Ngoai thm: tien chia se thong t i n Mac ciiu dil da dinh, nghien naydat vdnduac dimgnhimg Iai d gia miictridpnhdt tham dd : , ' ; •, , - * uJvi nhiing han che cua nd Han che ldn nhat ciia u— ' • _ ' ™™s «„i,;a„ «,v nViA nghien cuu nam o qui mo mau nghien cuu nno vd pham vi nghien cuu thyc dia ban chi Thyc vay, ddi vdi doanh nghiep, cim & K> cdc ngiiien &^ » tuong b l^i nen m d rpng nghien cim cac vdn de khac lien mdu nghien ciiu hien tai chi dung lai d ddi tugng quan d i n hdnh vi chia se thdng tin nhu hdnh ddng, ngudi dimg Facebook Id sinh vien den tu Hd Ndi thdi quen chia se thdng tin tieu diing Tdi lieu t h a m khdo Ajzen, I (1991), 'The Theory of Planned Behavior', Oiganizalional Behavior & Human Decision Pmcesses 50, 179-211 Baek, K., Holton, A., Harp, D & Yaschur, C (2011), 'The links that bind: Uncovering no\el morivarions for linking on Facebook', Computers in Human Behavior, 27(6), 2243-2248 Bock, G.W & Kim, Y.G (2002), •Breaking the Myths of Rewards: An E.xploratoiy Study ofAttimdes Abom Knowledge ?>hann%\ Infoimation Resources Management Joumal, 15(2), 14-21 Constant, D., Sproull L & Kiesler, S (1996),'The Kindness Of Strangers: The UsefiUness Of Elecuonic Weak Ties For Technical Advice', Organization Science, 7(2) 119-135 Chen C J & Hung S.W (2010) 'To Give or to Receive? Factors Influencing Members" Knowledge Sharing and Community Promotion in Professional Vimial Communities' Information & Management 4'7(4V 226-236 Cho, I., Park, H & Kim, J.K (2014), 'The RelaUonship Between Motivation And Information Sharing About Products And Services On Facebook', Behaviour & Information Technology 34