(Luận văn) factors affecting word of mouth a study of facebook fan pages

UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad y th ju Tran Ngoc Tu yi pl n ua al n va fu ll FACTORS AFFECTING WORD-OF-MOUTH: oi m nh at A STUDY OF FACEBOOK FAN PAGES z z k jm ht vb om l.c gm an Lu MASTER OF BUSINESS (Honours) n va ey t re th Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad Tran Ngoc Tu ju y th yi pl n ua al va n FACTORS AFFECTING WORD-OF-MOUTH: ll fu oi m A STUDY OF FACEBOOK FAN PAGES at nh z z k jm ht vb ID: 21110026 om l.c gm n va SUPERVISOR: Dr Nguyen Thi Mai Trang an Lu MASTER OF BUSINESS (Honours) ey t re th Ho Chi Minh City – Year 2014 t to ACKNOWLEDGEMENT ng This thesis could not be accomplished without the help, advise, support, hi ep guidance and encouragement of many people I would like to express my sincere gratitude to my supervisor, Dr Nguyen Thi w n lo Mai Trang, for her guidance and correction to my thesis, especially for her enthusiasm ad ju y th in quickly answering and support Second, I would like to express my deepest gratitude to Professor Nguyen Dong yi pl Phong, Professor Nguyen Dinh Tho, and Dr Tran Ha Minh Quan for their valuable ua al time as the members of the proposal examination committee My sincere thanks are n va also to all the members of ISB create the best convenience for me as well as ISB n fu ll students during the course Thirdly, I would like to thank my dear colleagues, friend m oi and classmates for their invaluable advice, encouragement and help me collect the nh at research data Last but not least, I would like to express my great thanks to my family z z for their encouragement and assistance for my three years study the master course and ht vb finish this thesis k jm om l.c gm an Lu n va ey t re th i t to ABSTRACT ng Vietnam has been one of the fastest growing countries in Internet and social hi ep networking sites for years Facebook is the most popular social media site, nearly 25 million of the 36 million Internet users in Vietnam (VietnamNet, 2014) w n lo Understanding the influences of Facebook to the youngster’s behavior, many business ad ju y th organizations build fanpages on the social media site to build better connection with their customers yi pl Identifying the factors affecting brand wordofmouth through the study of ua al Facebook fanpages can help the organization understanding the motivation of n va Facebook users who involving in their brand fanpage As a result, those factors, n fu ll which have huge impact on the wordofmouth, are Content value (including m oi Functional value and Hedonic value), and Interaction value of the Facebook brand fan nh at page Therefore this research can help improving business if people know which ones z z to investment ht vb Keywords: word-of-mouth, brand fan-page, Facebook, Vietnam k jm om l.c gm an Lu n va ey t re th ii t to LIST OF ABBREVIATIONS ng hi ep Exploratory Factor Analysis KMO KaiserMeyerOlkin WOM WordOfMouth SPSS Statistical Package for the Social Science software w EFA n lo ad Social media marketing SNS ju y th SMM Social networking sites yi pl B2C Businesstocustomer n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th iii t to ng LIST OF TABLES hi ep Table 1.1: Top 10 Social Media Sites Among Internet Users in Vietnam, April 2013 Table 4.1: Sample characteristics 30 w n lo Table 4.2: Functional Variables ItemTotal Statistics 31 ad y th Table 4.3: Reliability test results 33 ju Table 4.4: Rotated Component Matrix 34 yi pl Table 4.5: Final Rotated Component Matrix 36 ua al Table 4.6: Casewise Diagnostics 38 n va Table 4.7: Multiple Regression ANOVA 39 n fu ll Table 4.8: Mutiple Regression Coefficients 40 m oi Table 4.9: Simple Regression ANOVA 41 nh at Table 4.10: Simple Regression Coefficients 42 z z k jm ht vb om l.c gm an Lu n va ey t re th iv t to LIST OF FIGURES ng Figure 2.2: Conceptual Model 18 hi ep Figure 3.1: Research process 24 Figure 4.1: Hofstede interculture dimemsions comparision 45 w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th v t to CONTENTS ng ACKNOWLEDGEMENT i hi ep ABSTRACT ii LIST OF ABBREVIATIONS iii w n lo LIST OF TABLES iv ad LIST OF FIGURES v y th ju CHAPTER 1: INTRODUCTION yi 1.1 Research Background pl ua al 1.2 Research Problem 1.3 Research Objectives n n va 1.4 Research Methodology fu 1.5 Research Scope ll 1.6 Structure of the Research oi m CHAPTER 2: LITERATURE REVIEW nh at 2.1 Social networking sites z 2.2 Brand Communities z ht vb 2.3 Facebook 10 jm 2.4 Brand Fanpages 11 k 2.5 Motivation of Facebook Brand Fan Pages 12 gm 2.6.1 Fanpage functional value 13 l.c 2.6.2 Fanpage hedonic value 14 om 2.6.3 Social interaction value 14 an Lu 2.6.4 Selfconcept value 15 2.7 Word of Mouth 16 vi th 3.2.1 Informants of the study 20 ey 3.2 Research design 20 t re 3.1 Research method 20 n CHAPTER 3: RESEARCH METHODOLOGY 20 va 2.8 Proposal model and hypotheses 18 t to 3.2.2 Sample size and Sampling method 21 ng 3.2.3 Measurement scale 21 hi 3.3 Research process 24 ep 3.3.1 Qualitative research 24 3.3.2 Quantitative research 26 w n 3.3.3 Data analyzing 27 lo ad 3.4 Data analysis method 28 y th CHAPTER 4: DATA ANALYSIS AND RESULTS 29 ju yi 4.1 General characteristic of the research sample 29 pl 4.2 Reliability test: The Cronbach’s alpha test 30 al ua 4.2.1 Fanpage functional value 31 n 4.2.2 Fanpage hedonic value 31 va n 4.2.3 Social interaction value 32 fu ll 4.2.4 Selfconcept value 32 m oi 4.2.5 Fanpage usage intensity 32 at nh 4.2.6 WordofMouth 32 4.3 Exploratory factor analysis 34 z z 4.4 Multiple regression analysis 37 vb jm ht 4.4.1 Assumption 1: The linear relationship 37 4.4.2 Assumption 2: Homoscedasticity of residuals 38 k gm 4.4.3 Assumption 3: No multicollinearity 38 l.c 4.4.4 Assumption 4: No significant outliers 38 om 4.4.5 Assumption 5: Residuals are normally distributed 38 4.4.7 Result of multiple regression analysis 39 an Lu 4.5 Simple regression analysis 40 5.1 Conclusion 46 vii th CHAPTER 5: DISCUSSION AND CONCLUSION 46 ey 4.6 Hypotheses assessment and discussion 42 t re 4.5.5 Result of simple regression analysis 41 n 4.5.2 Assumption 2: Residuals are normally distributed 41 va 4.5.1 Assumption 1: Homoscedasticity of residuals 41 t to 5.2 Managerial implications 48 ng 5.2.1 Social interaction value 49 hi 5.2.2 Fanpage functional value 50 ep 5.2.3 Fanpage hedonic value 50 5.3 Limitations 51 w n lo REFERENCES 52 ad y th APPENDIX A: QUESTIONARIES 59 ju APPENDIX B: SURVEY RESULTS 67 yi pl APPENDIX C: MULTIPLE LINEAR REGRESSION 70 al n ua APPENDIX D: SIMPLE LINEAR REGRESSION 73 n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th viii t to PART 2: MAIN CONTENT ng The question in this part is about the fan-page X and brand X hi ep To what extent you agree with each of the following statements, please indicate your answer using the following 7point scale where: w n lo = Strongly disagree ad ju y th = Disagree = Fairly disagree yi pl = Neutral n ua al = Fairly agree n va = Agree ll fu = Strongly agree oi m Agree Strongly Agree 4 4 Disagree k jm Neutral Fairly disagree ht 6 7 7 om l.c gm an Lu n va ey The content of the fanpage X is th t re vb z z The content of the fanpage X is helpful for me The content of the fanpage X is useful for me The content of the fanpage X is functional for me The content of the fanpage X is practical for me The content of the fanpage X is fun Fairly agree at Strongly disagree nh exciting 60 t to ng hi ep w 10 The content of the fanpage X is pleasant 11 The content of the fanpage X is entertaining 12 I can meet people like me on the fan page X 13 I can meet new people like me on the fanpage X 14 I can find out about people like me on the fanpage X 15 I can interact with people like me on the fanpage X 16 I can make a good impression on others on the fanpage X 17 I can improve the way I am perceived n 7 7 7 7 7 7 7 lo ad ju y th yi pl n ua al va n 18 I can present others who I am fu ll 19 I can present others who I want to be oi m at nh z z 2 24 I introduce brand X to other people 25 I say positive things about brand X to other people ht 22 I regularly ‘comment’ the posts on the fanpage X 23 I recommend brand X to other people l.c vb 20 I frequently ‘follow’ the posts on the fanpage X I often ‘like’ the posts on the fanpage 21 X k jm gm om an Lu n va t re PART 3: PERSONAL INFORMATION ey The information will allow me to classify and compare groups of respondents 61 th This section of the questionnaire refers to background or biographical information t to 26 Gender ng  Male  Female hi ep 27 Age group in years  < 18  18 – 25  25 – 35  > 35 w n lo 28 Education level ad ju y th  High school  Bachelor yi pl  Master n ua al  > Master n va 29 Employment status oi m at nh  Students ll  Employees fu  Selfemployed z z  Others:………………………………… k jm ht vb om l.c gm THANK YOU VERY MUCH FOR YOUR TIME an Lu n va ey t re th 62 t to BẢNG CÂU HỎI ng hi ep Kính chào Anh/ Chị, tên TRẦN NGỌC TÚ, học viên cao học w Viện Đào tạo quốc tế thuộc Trường Đại Học Kinh Tế TP HCM Tôi nghiên n lo cứu NHỮNG YẾU TỐ ẢNH HƯỞNG ĐẾN LỜI TRUYỀN MIỆNG CHO CÁC ad ju y th TRANG THƯƠNG HIỆU TRÊN FACEBOOK Việt Nam Rất mong Anh/ Chị dành khoảng phút để trả lời Phiếu khảo sát Xin lưu ý Anh/ Chị khơng yi pl có câu trả lời sai, tất có giá trị ua al n Thông tin cá nhân Anh/ Chị hồn tồn bảo mật khơng tiết lộ n va khơng có đồng thuận từ phía Anh/ Chị Trong q trình thực phiếu khảo ll fu at nh địa email: tutnt30@gmail.com oi m sát này, Anh/Chị có thắc mắc nào, xin vui lịng liên lạc với tơi thơng qua z z PHẦN 1: THÔNG TIN TỔNG QUÁT ht vb (Nếu chọn ‘Không’ xin anh chị dừng đây, cảm ơn a/c) l.c gm Khơng k Có jm Anh/ Chị có tài khoản mạng xã hội Facebook khơng? Anh/ Chị có thường xun xem “like” Fan-page Facebook om thương hiệu? n Không (Nếu chọn ‘Không’ xin anh chị dừng đây, cảm ơn a/c) va Có an Lu (Ví dụ trang Apple, Sony, Samsung, Jetstar, Toyota, Facebook) ……………………… 63 th (Từ xin gọi Fan-page X, thương hiệu X) ey t re Fan-page Facebook thương hiệu bạn thích tham gia nhất? t to PHẦN 2: NỘI DUNG CHÍNH ng Xin anh (chị) lưu ý, câu hỏi Phần liên quan đến Fan-page X hi ep thương hiệu X mà anh chị chọn Xin Anh/ Chị cho biết mức độ đồng ý Anh/ Chị phát biểu w n bắng cách đánh dấu chéo (x) lo ad = Hoàn toàn không đồng ý ju y th = Không đồng ý = Hơi không đồng ý yi pl = Khơng có ý kiến n = Đồng ý ua al = Hơi đồng ý n va = Hồn tồn đồng ý Hồn tồn khơng đồng ý Khơng đồng ý Hơi khơng đồng ý Khơng có ý kiến Hơi đồng ý Đồng ý Hoàn toàn đồng ý 7 om Với tôi, nội dung fanpage X hứng thú 10 Với tôi, nội dung fanpage X thú vị 11 Với tôi, nội dung fanpage X giải trí oi m jm ll fu at nh z z ht vb k Với tôi, nội dung fanpage X thiết thực Với tôi, nội dung fanpage X thực dụng Với tôi, nội dung fanpage X vui 7 7 n va Với tôi, nội dung fanpage X hữu dụng an Lu l.c Với tơi, nội dung fanpage X có ích gm ey t re th 64 t to ng Tơi gặp người sở thích fanpage X 13 7 7 7 20 Tơi gặp người sở thích fan page X Tơi tìm thấy thơng tin người sở thích fanpage X Tơi giao tiếp với người sở thích fanpage X Tơi tạo ấn tượng tốt cho người khác tham gia fanpage X Tơi nâng cao cách tơi nhìn nhận tham gia fanpage X Tơi thể cho người khác thấy tham gia fanpage X Tơi thể cho người khác thấy tơi muốn trở thành tham gia fanpage X Tôi thường xuyên theo dõi fanpage X 21 Tôi thường ‘like’ viết fanpage X 22 Tôi thường ‘comment’ viết fanpage X 23 Tôi gợi ý thương hiệu với người khác 24 Tôi giới thiệu thương hiệu đến người khác 25 Tơi nói điều tích cực thương hiệu cho người khác hi 12 ep 14 w n 15 lo ju y th 17 ad 16 yi pl 18 n ua al 19 n va ll fu oi m at nh z z jm ht vb k om l.c gm an Lu PHẦN 3: THÔNG TIN CÁ NHÂN n va Xin Anh/ Chị cho biết thông tin sau để phục vụ việc phân loại so sánh nhóm t re ey đối tượng khảo sát th 26 Giới tính  Nam  Nữ 65 t to 27 Độ tuổi ng  < 18  18 – 25  25 – 35  > 35 hi ep 28 Trình độ học vấn  Cấp ba w n lo  Đại học ad ju y th  Thạc sĩ  > Thạc sĩ yi pl 29 Nghề nghiệp n ua al  Tự doanh va  Nhân viên n ll oi m  Khác:…………………… fu  Sinh viên học sinh at nh z z k jm ht vb CẢM ƠN ANH/ CHỊ ĐÃ THAM GIA KHẢO SÁT om l.c gm an Lu n va ey t re th 66 t to APPENDIX B: SURVEY RESULTS ng EFA - Total Variance Explained hi ep Initial Eigenvalues % of Cumulative Variance % w Total n No lo Total % of Cumulative Variance % 5.054 28.075 28.075 5.054 28.075 28.075 2.246 12.479 40.554 2.246 12.479 40.554 1.547 8.596 49.150 1.547 8.596 49.150 1.120 6.222 55.371 1.120 6.222 55.371 1.097 6.092 61.463 1.097 6.092 61.463 1.040 67.240 1.040 5.777 67.240 883 4.906 752 4.177 673 3.740 10 602 3.345 83.407 11 545 3.031 86.438 12 496 2.757 89.195 13 435 2.417 91.612 14 402 2.233 93.845 15 385 2.142 95.987 16 291 1.617 97.604 17 230 1.275 98.879 18 202 1.121 100.000 ju y th ad Extraction Sums of Squared Loadings yi pl ua al 5.777 n n va 72.145 fu 76.323 ll 80.062 oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 67 t to Rotated Component Matrix ng Component hi ep w n lo Self2 790 Self4 771 Self3 767 ad Self1 747 y th 829 Usage1 818 Usage2 ju yi 665 pl Usage3 797 ll m 523 oi 522 at nh WOM3 fu Interaction3 441 n Interaction2 va Interaction1 836 n Hedonic2 838 ua Hedonic1 al Hedonic3 751 z 701 z WOM2 vb 632 jm ht WOM1 Functional1 843 k 729 om l.c gm Functional2 an Lu n va ey t re th 68 t to Multiple Regression Coefficients ng Standardized Coefficients Coefficients hi Unstandardized ep w B Std Error Beta 197 179 2.146 034 096 163 1.878 063 366 103 314 3.564 001 Self 157 103 132 1.533 128 lo ad 382 Functional 159 074 Hedonic 180 Interaction ju 495 Sig 1.296 n (Constant) t y th Model yi pl n ua al a Dependent Variable: Usage n va Simple Regression Coefficients Standardized ll fu Unstandardized Coefficients (Constant) Beta 1.939 232 387 069 z z Usage Std Error t at B nh Model oi m Coefficients 450 Sig 8.360 000 5.568 000 vb k jm ht a Dependent Variable: WOM om l.c gm an Lu n va ey t re th 69 t to APPENDIX C: MULTIPLE LINEAR REGRESSION ng KMO and Bartlett’s test hi ep KaiserMeyerOlkin Measure of Sampling Adequacy .767 Bartlett's Test of Approx ChiSquare w Sphericity n lo ad y th Sig .000 R pl R n 540a Adjusted R Std Error of Square ua al 153 yi l Df Multiple Regression Model Summary ju Mode 756.553 Square 292 Durbin the Estimate 268 Watson 1.42585 2.092 va a Predictors: (Constant), Self, Functional, Hedonic, Interaction n ll fu b Dependent Variable: Usage oi m at nh Scatterplot: Regression Standardized Residual z z k jm ht vb om l.c gm an Lu n va ey t re th 70 t to ng Histogram of Regression Standardized Residual hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m nh at Normal P-P Plot of Regression Standardized Residual z z k jm ht vb om l.c gm an Lu n va ey t re th 71 t to ng Coefficients hi Standardized Collinearity Coefficients Coefficients Statistics ep Unstandardized w Std n B lo Model 382 159 074 180 Interaction Self 157 y th 495 pl ad (Constant) Error Functional ju yi Hedonic t Sig Tolerance VIF 1.296 197 179 2.146 034 854 1.171 096 163 1.878 063 795 1.258 103 314 3.564 001 768 1.303 132 1.533 128 805 1.243 ua al 366 Beta 103 n n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 72 t to APPENDIX D: SIMPLE LINEAR REGRESSION ng hi ep Scatterplot For Test Homoscedasticity w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z Residuals Histogram z k jm ht vb om l.c gm an Lu n va ey t re th 73 t to Normal P-P plot ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m Mode R at nh Model Summary Adjusted R Std Error of z 450a Square the Estimate 203 196 k jm a Predictors: (Constant), Usage 1.28337 ht Square vb R z l om l.c gm b Dependent Variable: WOM an Lu n va ey t re th 74