(Luận văn) antecedents of the adoption of social network sites, the case of facebook in vietnam

UNIVERSITY OF ECONOMICS IN HO CHI MINH CITY International School of Business t to ng hi ep w n lo TRUONG THI HOANG NGOC ad ju y th yi pl ua al n ANTECEDENTS OF THE ADOPTION OF n va ll fu SOCIAL NETWORK SITES: oi m at nh THE CASE OF FACEBOOK IN VIETNAM z z ht vb k jm om l.c gm MASTER OF BUSINESS (Honours) n a Lu n va y te re Ho Chi Minh City -Year 2014 UNIVERSITY OF ECONOMICS IN HO CHI MINH CITY International School of Business t to ng hi ep w n lo TRUONG THI HOANG NGOC ad ju y th yi pl n ua al ANTECEDENTS OF THE ADOPTION OF n va SOCIAL NETWORK SITES: ll fu oi m THE CASE OF FACEBOOK IN VIETNAM at nh z z ht vb ID: 22120133 k jm om l.c n a Lu SUPERVISOR: ASSOC PROF LE NGUYEN HAU gm MASTER OF BUSINESS (Honours) n va y te re Ho Chi Minh City -Year 2014 ACKNOWLEDGEMENT t to At the first of my thesis, I would like to thank all those people who made this thesis ng hi possible and an unforgettable experience for my studying ep Foremost, I would like to express my deep appreciation to my supervisor, Assoc Prof Le w Nguyen Hau who instructed and helped me enthusiastically during period of the thesis n lo ad Besides my supervisor, I am grateful to the supervisory board for providing me with their ju y th available advices and patient when I need yi I would like to express my gratitude to all ISB staffs that supported necessary materials pl and helped summit my papers ua al Last but not the least; I would like give my special thanks my family for supporting me n n va spiritually throughout my life ll fu Ho Chi Minh City, December, 8, 2014 oi m at nh z z TRUONG THI HOANG NGOC k jm ht vb om l.c gm n a Lu n va y te re th ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES i ABSTRACT t to ng The rise of social networking sites in recent rise has aroused the discussion among hi ep the society Social networking sites not only enable people to connect with friends, but also can conduct various studies For example, people can create events; people are able w n to open up new relationships on the internet This study discusses antecedents of the lo ad adoption of social network sites the case of Facebook in Vietnam Facebook is chosen for y th this study as it is the most popular online social networking sites A survey involving 279 ju respondents is conducted The research finds out the three variables (initiating and yi pl maintaining relationships, privacy, and entertainment) had a positive influence to the ua al intention to adopt Facebook of university students in Ho Chi Minh City, which n completely matched with the discovery discussed in literature The strongest positive va n relationship factor is entertainment to adopt Facebook It is also found that the effective fu difference antecedent factors on the adoption of Facebook when the sample was related ll oi m into two sub-groups based on the level of respondent’s extraversion nh Key words: adoption, social networking sites, Facebook, relationships, privacy, at z entertainment, extraversion z ht vb k jm om l.c gm n a Lu n va y te re ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES ii TABLE OF CONTENTS t to ng ABSTRACT i hi LIST OF TABLES v ep LIST OF FIGURES v w n ABBREVATIONS v lo ad CHAPTER INTRODUCTION BACKGROUND 1.2 RESEARCH PROBLEMS 1.3 RESEARCH PURPOSE 1.4 SCOPE OF THE RESEARCH 1.5 RESEARCH STRUCTURE 1.6 SUMMARY ju y th 1.1 yi pl n ua al n va fu ll CHAPTER LITERATURE REVIEW AND HYPOTHESES m TECHNOLOGY ACCEPTANCE MODEL (TAM) 2 INTENTION TO ADOPT 2.3 INITIATING AND MAINTAINING RELATIONSHIP 2.4 PRIVACY 2.5 ENTERTAINMENT 11 2.6 MODERATING VARIABLE 12 2.7 RESEARCH FRAMEWORK 13 2.8 SUMMARY 14 oi 2.1 at nh z z ht vb k jm om l.c gm a Lu CHAPTER RESEARCH METHODS 16 RESEARCH PROCESS 16 3.2 QUESTIONNAIRE 17 n 3.1 PILOT STUDY 20 y 3.3 te re 3.2.2 Draft questionnaire 20 n va 3.2.1 Measurement scales 17 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 3.4 iii SAMPLE AND DATA COLLECTION 21 t to ng 3.4.1 Sampling 21 hi ep 3.4.2 DATA ANALYSIS METHODS 22 3.5 Data collection 22 w n 3.5.1 Reliability analysis 22 lo ju 3.6 Multiple regression analysis 23 y th 3.5.3 ad 3.5.2 Exploratory factor analysis (EFA) 23 SUMMARY 24 yi pl CHAPTER DATA ANALYSIS AND RESULTS … … … … … … … … … … al DESCRIPTIVE ANALYSIS 25 4.2 MEASUREMENT OF MEASUREMENT SCALES 26 n ua 4.1 va n 4.2.1 Reliability analysis 26 fu ll 4.2.2 Exploratory factor analysis (EFA) 29 m EFA for independent variables 29 4.2.2.2 EFA for dependent variables 31 4.2.2.3 EFA for moderating variables 31 oi 4.2.2.1 at nh z z vb 4.2.3 Pearson correlation coefficient 33 ht HYPOTHESES TESTING USING MULTIPLE REGRESSIONS 35 k jm 4.3 gm 4.3.1 Checking assumption of Multiple Regression 35 Sample size 35 4.3.1.2 Assessment multicollinearity of independent variables 35 4.3.1.3 Normality, linearity, homoscedasticity and outliers 35 om l.c 4.3.1.1 a Lu n 4.3.2 Evaluating the model 35 SUMMARY 41 CHAPTER CONCLUSIONS AND IMPLICATIONS 42 y 4.4 te re 4.3.4 Test the effect of moderating variables 38 n va 4.3.3 Evaluating the independent of variables and checking hypotheses of model 37 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES iv t to ng RESEARCH OVERVIEW 42 5.2 RESEARCH FINDINGS 42 5.3 MANAGERIAL IMPLICATIONS 44 5.4 RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 45 hi 5.1 ep w n REFERENCES 46 lo ad QUESTIONNAIRE 53 ju y th BẢNG CÂU HỎI 56 APPENDICES 59 yi pl APPENNDIX 1: DESCRIPTIVESTATISTICS 59 al ua APPENNDIX 2: CRONBACH’S APLPHA WITH FULL FOR EACH n CONSTRUCTS 62 va n APPENNDIX 3: THE FIRST TIME RUNNING FACTOR ANALYSIS fu ll EIGENVALUES (FOR INDEPENDENT VARIABLES) 64 m oi APPENNDIX 4: THE SECOND TIME RUNNING FACTOR ANALYSIS nh at EIGENVALUES (FOR DEPENDENT VARIABLES) 65 z APPENNDIX 5: THE THIRD TIME RUNNING FACTOR ANALYSIS – z ht vb EIGENVALUES (FOR MODERATING VARIABLES) 66 jm APPENNDIX 6: HIGHT EXTRAVERSION 67 k APPENNDIX 7: LOW EXTRAVERSION 68 om l.c gm n a Lu n va y te re ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES v t to ng LIST OF TABLES hi ep Table 1: Scales 17 Table 2: Cronbach’s alpha reliability .22 w n Table 3: Sample Description 25 lo Table 4: Cronbach’s alpha test results .28 ad ju y th Table 5: Rotated Component Matrix .30 Table 6: Factor loading of intention variable 31 yi pl Table 7: Factor loading of moderating variable 32 al n ua Table 8: EFA results 33 va Table 9: Correlation among variables 34 n Table 10: R Square value (R2) 36 fu ll Table 11: Anova 37 m oi Table 12: Coefficients .37 nh at Table 13: Comparison of coefficients 39 z z LIST OF FIGURES vb Figure 1: The research model and hypotheses 14 ht k jm Figure 2: Research process .16 gm Figure 3: Histogram 69 l.c Figure 4: Normal P-P Plot 69 om Figure 5: Scatterplot 70 y EFA: Exploratory Factor Analysis te re KMO: Kaiser-Meyor-Olkin n FFM: Five- Factor Model va TAM: Technology Acceptance Model n SNS: Social networking sites a Lu ABBREVATIONS ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES CHAPTER 1: INTRODUCTION t to The chapter introduces the research background, present the research problem as ng well as the scope of research Furthermore, the research structure is also outline hi ep 1.1 BACKGROUND w In this new era, social networking sites (SNS) have achieved a dominant n lo breakthrough Millions of people are now attached with this and both online and ad y th conventional activities result in the expanded platform that affects conventional way of ju thinking The popularity of social networking is highly demonstrable by the number of yi people using those (Cheung, Chiu & Lee, 2010).What motivated people to use social pl ua al network has been an interesting not only in business but also in academic field as well n Bartlett-Bragg (2007) defined social networks sites as a “range of applications that va n augments group interactions and shared spaces for collaboration, social connections, and fu ll aggregates information exchanges in a web-based environment” (p.3) While SNS have oi m integrated a wide range of technical features, they basically consist of a “profile” and a at nh list of “Friends” who are also users of the system (Boyd & Ellison, 2008) The user has z complete control over the content of his or her profile, and in some SNS, its visibility to z other users as well Besides the “profile” and “Friends” list, these SNS offer vb ht “commenting” and “private messaging” features, photo-sharing and video-sharing jm k capabilities too People are motivated to get involved in social network sites for a number gm of reasons Making new friends, communicating, and connecting to other people are one om l.c of the prime reasons for using social networks (Lenhart & Madden, 2007) One of the most popular SNS is Facebook (Mazman & Usluel, 2010; Roblyer, a Lu McDaniel, Webb, Herman & Witty, 2010) which is clear leader of the social n complete control over its content A user’s profile can be viewed by other users in the y te re same “network” by default, unless the profile owner specifies otherwise According to n va networking sector Facebook is essentially a personalized profile of which users have Facebook statistics, its users spend over 700 billion minutes per month on Facebook The Facebook phenomenon is happening all over the world ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES Facebook is appropriate for the current study as it is the most popular online social t to networking site among university students Originally developed by Mark Zuckerberg, ng Dustin Moskovitz and Chris Hughes in 2004 at Harvard University in order to provide hi ep Harvard students with a place in which they could keep in contact with their classmates and could share study-related information, also they can share creations, tell stories, and w n interact with others (Roblyer et al., 2010) Facebook also allow individuals to share lo ad thoughts, ideas, pictures and other content with friends and family members, and to y th connect with either former or new friends, making the platform very popular with ju university students (Ellison, Lampe & Steinfield, 2007; Golder, Wilkinson & Huberman, yi pl 2007; Boyd & Ellison, 2008; Raacke & Bonds-Raacke, 2008) In addition, it creates an ua al online social space where university students can build and maintain social capital with n others (Ellison et al., 2007; Lytras & Garcia, 2008) It is particularly important for va n university students to build social capital with the industry (Chakrabarti & Santoro, ll oi m 1.2 RESEARCH PROBLEMS fu 2004) nh at Instead of maintaining a personal account, Facebook helps user, either individual or z organization, to create and present information related to a specific subject such as z vb brands, celebrity, or sports The Facebook owner can then upload pictures, videos, or post ht jm messages in it For people who are interested in the subject of the Facebook, they can k easily subscribe it by clicking the “Like” button and post message in it to communicate gm with the business Once subscribed, the updates of Facebook will be automatically shown om l.c in subscribers’ personal page for them to browse or leave comments In this manner, Facebook creates a social space for people to conveniently interact and share information a Lu with each other Considering the massive users’ base of Facebook and their intensive n Many previous studies investigated the Internet uses and SNS adoption Whether y their customers te re increase their presence in the cyber world and expect to build direct relationship with n va usage, major brands, such as Dell, Samsung have created dedicated Facebook page to ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 56 BẢNG CÂU HỎI t to Tôi tên Trương Thị Hoàng Ngọc học viên cao học Viện Đào Tạo Quốc Tế ng (ISB)-Trường Đại Học Kinh Tế TPHCM Hiện nghiên cứu đề tài “ Tiền đề hi ep việc chấp nhận càc trang mạng xã hội- Facebook” Tôi mong nhận hỗ trợ bạn cách trả lời bảng câu hỏi khảo sát bên Các câu trả lời khách quan bạn w n có ý nghĩa lớn mục đích nghiên cứu khoa học lo ad Chân thành cảm ơn bạn! y th ju Trương Thị Hoàng Ngọc! yi ựa chọn: pl Xin vui đánh dấ al ữ ua Xin cho biết giới tính bạn? n Xin vui lịng cho biết bạn sinh viên năm mấy? n va fu ll Hiện bạn có tài khoản Facebook khơng? m oi (Nếu bạn chưa có tài khoản khơng cần trả lời câu hỏi 4, 5,30) nh - ần) jm -4 lần) ht -3 lầ vb ầ z Số lần đăng nhập vào Facebook ngày? z - at Bạn có tài khoản Facebook năm ? k Xin vui lịng đánh dấu X vào sô phù hợp với ý kiến bạn (1= gm l.c Hồn tồn khơng có ý kiến, = Khơng đồng ý, = Khơng có ý kiến (Trung hòa), = om Đồng ý, = Hoàn toàn đồng ý) Nội Dung Câu Hỏi n va T n T a Lu Thang Đo S Tôi cho sử dụng FB giúp giữ liên lạc với bạn y Tôi cho sử dụng FB giúp kết nối với người bạn te re ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 57 bè t to Tôi cho sử dụng FB giúp thông tin liên lạc với bạn bè gia đình Tơi cho sử dụng FB giúp chia sẻ thông tin với bạn bè gia đình ng hi ep Tôi cho thông tin cá nhân mà cung cấp FB bảo đảm an toàn w n lo ad Tôi cho FB không sử dụng phương tiện khơng thích hợp để thu thập liệu cá nhân Tôi cho FB không yêu cầu thông tin cá nhân không liên quan Tôi cho FB không sử dụng thơng tin cá nhân tơi cho mục đích khác Tôi cho FB cung cấp cách khác để bảo vệ tài khoản 10 Tôi cho sử dụng FB giúp tơi giải trí 11 Tôi cho sử dụng FB giúp vui chơi 12 Tôi cho sử dụng FB giúp cảm thấy thoải mái 13 Tôi cho sử dụng FB giúp giết thời gian buồn chán 14 Tôi cho sử dụng FB cho nhiều nềm vui 15 Tơi muốn có nhiều người xung quanh 16 Tôi dễ dàng cười 17 Tôi không coi người hạnh phúc vui vẻ 18 Tơi thực thích nói chuyện với người 19 Tơi thích nơi náo nhiệt 20 Tơi người lạc quan vui vẻ 21 Tôi người động 22 Tơi thường thích làm thứ ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES t to Tôi thường cảm thấy bùng nổ lượng 24 Tơi thích làm theo cách riêng tơi làm theo hướng dẫn người khác 25 Tôi sống sống bận rộn 26 Tôi người vui vẻ sống động 27 Tôi (vẫn) mở tài khoản Facebook tương lai ng 23 58 hi ep w n lo Tơi muốn (vẫn) có Facebook thời gian sớm 29 Tơi có ý định ( vẫn) sử dụng Facebook ad 28 y th ju 30 Xin cho biết tỷ lệ bạn đọc người khác viết viết cho người khác đọc yi pl nào? al n ua ọc người khác viết – 10% viết cho người khác đọc va ọc cuẩ người khác viết – 30% viết cho người khác đọc n ọc người khác viết – 50% viết cho người khác đọc fu ll ọc người khác viết – 70% viết cho người khác đọc m oi ọc người khác viết – 90% viết cho người khác đọc nh at ọc người khác viết – 70% viết cho người khác đọc z z Chân thành cảm ơn giúp đỡ bạn! ht vb k jm om l.c gm n a Lu n va y te re ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 59 APPENDICES t to APPENDIX 1: DESCRIPTIVE STATISTICS ng Statistics hi ep GENDER STUDENT ACCOUNT TIME PERCENT (READINGWRITING) ACCESS w n Valid 279 279 279 252 252 252 0 27 27 27 1.5556 2.6165 1.0968 2.3929 2.3770 2.2579 3.0000 1.0000 2.0000 2.0000 2.0000 2.00 4.00 1.00 2.00 2.00 1.00 49780 1.10584 29618 71997 1.00435 1.57196 1.00 1.00 1.00 1.00 1.00 4.00 2.00 4.00 4.00 5.00 lo N ad Missing y th Mean ju Median 2.0000 yi Maximum 2.00 n va 1.00 n Minimum ua al Std Deviation pl Mode fu ll GENDER Percent Cumulative Percent Valid Percent nh Male 124 44.4 Female 155 55.6 Total 279 100.0 at Valid oi m Frequency z 44.4 44.4 55.6 100.0 z ht vb 100.0 Valid Percent gm 25.1 25.1 Junior 72 25.8 25.8 Senior 79 28.3 28.3 Total 279 100.0 100.0 45.9 71.7 100.0 n 70 va Sophomore 20.8 n 20.8 a Lu 20.8 om 58 l.c Freshman Cumulative Percent Valid Percent k Frequency jm STUDENT y te re ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 60 ACCOUNT t to Frequency ng Valid Percent Valid Percent Cumulative Percent hi ep Yes 252 90.3 90.3 90.3 No 27 9.7 9.7 100.0 279 100.0 100.0 Total w n lo ad FACEBOOK MEMBERSHIP y th ju Frequency Percent Cumulative Percent Valid Percent yi < 1year pl Valid 6.0 6.0 143 51.3 56.7 62.7 74 26.5 29.4 92.1 20 7.2 7.9 100.0 252 90.3 100.0 27 9.7 ll System 5.4 fu Missing n Total va > year n 4