@OUM OPEN UNIVERSITY MALAYSIA RESEARCH PROJECT (BMBR5103) 102359
KEY FACTORS AFFECT TO SATISFACTION OF SOCIAL NETWORK SERVICES AND HOW TO
Trang 3RESEARCH provect MXH
Acknowledgements
First and foremost, I want to give my big thanks to lecturers in MBA OUM program in Ho Chi Minh City, especially the lecturers in Business Administration Faculty, who have imparted knowledge and valuable experiences to us
I would like to express my whole-hearted gratefulness to my supervisor, Mr.Hung, who guided us to complete my research project
I also want to give my big thanks to companies, Groups, citizens who have supported us to complete the data collection for my research project
Once again, I hope the lecturers have a good health and success for both life and career Thank you very much!
Ho Chi Minh City, 2016
Trang 4
RESEARCH porcr: Km
Executive Summary
In global economy, every company or Group tries to achieve the market as much as possible that creates a lot of innovative strategies to compete all competitors As I know thatInformation Technology keeps a very important role in human’s life for
both social life and business that affects too much to human trends next decades;
and I can see that social network isnot only“a usual tool” for social life and business but also the competitive advantagesthat supports global business to get all useful
information from market, to understand what the market need is, how to take an
successful business in global market, or so on
In Vietnam economy, especially for Ho Chi Minh City, social network is very familiar with Vietnamese users; it is “a place” where not only provides entertainment services but also supports everybody to find all kind of information that they need every time and everywhere In fact, the level of satisfaction of using social network is not evaluated highly because of a lot of reasons such as network quality, consumer support, diversity of entertainment, diversity of applications and information security, or so on The biggest question here is which key factors affects to satisfaction of using social network services as Ill as how to develop company’s or Group’s applications to connect with consumer behavior effectively, and if company or Group can anslr this question, they can achieve the market very easily and create a very competitive advantage for long-term by using this future
foundation — social network for their business
Thus, my research will support Vietnamese companies or Groups to improve the satisfaction level of Vietnamese consumer in using social network service as II] as to build a new and right direction of social network applications to better quality of social network service in Vietnamese market, especially for Ho Chi Minh City
Trang 5
Table of Contents List of Chapters Executive Summry -: 5s stterttthntnretttrriteirtrrtrtrrrtrrtrtrirrndterrdrttrdrrrrrrrr 3 T6 8 6 aộun 4 List of Chapf€TS -scccncrnhrrerrrerietrrriirrdttrrrrrtrdtrrltrdrrrtrrertrdrrdrrrdlrrir 4 List of Abbreviations -. ccccccncnrnHHnHHh HhHhHht20101101.0nne 7
CHAPTER 01 -INTRODUCTION -c-snseetetrttrrtrrrtrdtrtrtrtrrttrrdtree 8 1.1 Reason of This Research / Study . -«eeeirrrrrrrrdrtrrderrdtrrrrtrre 9
1.1.1 Background / Context -‹-cceererererrtrrrrrrtrrrrrtrdrrrtrrrrrrrrrrrrr 9 1.1.2 Practical Problems - - sec snserrentrttttrrrrHrrtttrtdrtrtrerrere 9 1.2 Research ObjectiVe c+rreeerierrrrrrrrrrdrrrdrrrrrrrrttrirrrertrrrrrrrrrrrinrter 10 1.2.1 General ObjectiV€S - cccenrrerrrrtrrdtrrrrrrrrdrrrdrddrritrrtrrrirrnrtrdrrrrrr 10 1.2.2 Specific Objectives . ceerrrrertrrrrrrtrrrrrdtrrtrrrrrrrrrrrrrdtrrtrr 10 1.3 Research Object -sccsrrserhtrherrrtrrrirrrttrtrrrrrrrrtrirrrrertrtrrtrrnirtrrrrrnnr 10 1.4 Research Question -cseerrrrrrrrrrrrrre 11 1.5 Research ScOpe -cerrenhhrtrerrrrrrrteitrdrrrrdrrdrrrrrtrrtrrtdrrlttrnsrdrtrrrrrir H 1.5.1 Objects Limiftation -serrererrertrrtrrrrrrrrtrrdrrrrrtrrrrrderrrerrrie lãi 1.5.2 Location Limitatioii - - : 55s hnrhhhthtrttrtrttterertrrrrrrrrtrrtrrerre 12 1.5.3 Time LimitatiOn 5à 5à scsrnrnhnhthhhtttt12180112.11n110nn110 12 1.5.4 Target Researching (Career Limitation) -ceererrrrerrrrrrtrrrrrrtrrre 12 1.6 Methodology and Data OverviewW e-eeerrrrrrrrrrrtrrrrrrrrrrrrrrerrr 12 1.6.1 QualitativeResearch -. seeeerrrrrrrrrdrrrrrdrrrdrdtrtrdrrdrdrrrrrdriir 12
1.6.2 Quantitative Research -ceeerrrrrrrrrrrtrrrtrrrrrtrrrrrtrrrterrrrrir 13
1.6.3 Description Method eerererrrrrrrrrrtrrtrrrrrrrrrrrrrrrrtrnrrnr 13
ri earoan vn a ae .ằẰằa-zrrnàya 13
CHAPTER 02 — LITERATURE REVIEW AND THEORETICAL MODELS .13
2.1 Introduction about SNS and Some Defimitlons -eerrerertrrrerrree 14 2 1.1 Deñinition of SNS ceherhrrHrddrrdtddtdrttdtrrrrrtrrrreretrrtrretrrritrrrrt 14 2.1.2 Definition of Satisfaction sec csiernehrrerrrdrrrrrrrrrrrrerderrrrrerrtrree 14 2.1.3 Definition of Service Quality c se ererdrdtrdrrrrrrrrrrrrrrildtrrtrterntre 14
Trang 6
Ta — 22 General Standards to Evaluate Satisfaction of Using SNS s. 14
2.2.1 SERVQUAL Mođel . - 5s sằ‡cenntrtrtertrttrtrtrrrrtrrrdrrrrrrtrrrrrrrre 14
2.2.2 TAM Model, E-S-Qual & E-RecS-Qual . -+ enhentrerrtre 15
2.2.3 The Research Result of Nashi, Matthew K.O Lee, Christy M.K Cheung and Huaping Chen cccctsnneenhehrerrtirtrrrrrtrtrrrreddrerdrdlrttrrtrndrdrrrrrrnir 17 2.3 Key Factors Affecting to Consumer Satisfacton of Using SNS 17 2 4 Business Environmmei .- - - + st**t#929t#t2 tt 22.1.1811 19 2.4.1.PORTER Model 5à 522222 82tr 1T 19 b_ 1:0 c0 .ốa ằ.ằ na 20 2.5 SWOT AnalySiS ccccsrrrtrrrrtrreirhrrrrrterrrtrrrrrrdirdrirrrdtrrrrerrrirrrrrerr 20 2 6 ConclSiOH - 5c S2 S25 3231 tết 9182282 tt tt 111111110117111111811P1111 TP 21
CHAPTER 03 _~ METHODOLOGY -c-cnenhehrrrrdrrrrrrrrrdrrrrrrrrrrtrrr 22
3.1 Process of Research 5 canh nh 9211810110011 22 3.1.1 Qualitative Research esrrrerererrrrrrrrrrdrrrrdtrredrrrtrrrrrrir 23 3.1.2 Quantitative Research -cerrerererrrrrrrrrrrrdrdtrrtrrtrrrrrrdrrrtrir 23
3.2 Questionnaire Building -. -: -+errrerrrrrerrrerrrrrdrrrrrtrrrrrrrrrre 23
Trang 73.5.1.1 Item-Total Statisfics . + sen Hee 28 3.5.1.2 KMO & Bartlett’s Test AnaÌySIS -c‡ehrrrirrrrrrtrrre 30 3.5.1.3 Rotated Cormponent MatrIX? -.‹ cenerrrrietrrrtrtrrrrrrrrrrrrritt 31 3.5.2 Dependent Variable Analysis - -errrererrrerrrdrrrrrttrrrrrrie 32 3.5.2.1 Reliability StatistiCS -ccierehhrrrrdrrrrrrtrrrrrrrrerrrrtrrrrirr 32 3.5.2.2 KMO & Bartlett’s Test Analysis nnhrrrrrriirrrrrerie 32 3.5.3 The Official Research Model -. -scnenhenhhhrHrHrrrrerrrrrrrer 33
keo can ốố an 34
CHAPTER 04 - ANALYSES AND FINDING -. -errrrrrrrrre 35 4.1 SNS and Some Successful CompanIies -‹c+seeeerrrrrrrrnrrdrrrrrerere 35
FINN:.ố ôn na 35
Trang 8RESEARCH PROJECT
4.4 Key Finding - sss+sx nét threrrrHH12.2.11.m10ntnnrnrrrrrrrrrriirerie 50
FhWwẼ® 0 7 .ẻ ố na 50
CHAPTER 05 ~ CONCLUSION AND RECOMMENDATIONS 51
5.1 Social Network Service Development and Future Forecasf -‹- 51
5.2 SWOT Analysis and Its Applying for SNS -creerrererrrrrre 51
Trang 9RESEARCH PROJECT List of Abbreviations 3G 4G AAG EFA E-RecS-QUAL E-S-QUAL FB GPS KMO PEU PU SERQUAL SNS SPSS SSL SWOT TAM TRA TV VNG VNPT : Third-Generation Technology : Fmyth Generation
: Asia America Gateway : Exploratory Factor Analysis
: Electronic Recovery Service Quality : Electronic Service Quality : Facebook : Global Positioning System : Kaiser-Meyer-Olkin : Perceived Ease of Use : Perceived Usefulness : Service Quality
: Social Network Service
: Statistical Package for the Social Sciences : Secure Sockets Layer
: Strengths, Iaknesses, Opportunities, and Threats : Technology Acceptance Model
Trang 10researcu prosect EUS
CHAPTER 01 -INTRODUCTION
1.1 Reason of This Research / Study
1.1.1 Background / Context
Today, in global economy, every company or Group must try to change their strategies to adapt with market need that creates a lot of different ways to reach the great market share or maintain their position in market In 2013 and beginning of 2014,based on Information Technology News (2013), Vietnam is one of Asian nations which had the highest speed of economic growth with 8% per year, and it is giving us a gold chance to build and develop my economy with much convenience
To support a lot for Vietnamese economic growth, it needsInformation Technology revolution, industrialization & modernization; and in fact, some kinds of services such as
Facebook, Google Plus or Zingme develop with unbelievable speed in Vietnam market,
especially for Ho Chi Minh City.Based on Information Technology News (2013) — thongtincongnghe.com, up to 08/2013, Vietnam has got 19.6 million Facebook users that keeps 21.42% Vietnam population as Ill as achieve 71.4% internet users; and the growth speed of Vietnam Facebook users reach the top of 16 all over the world up to 07/2013 (these numbers are research result of Socialbarkers & SocialTime.Me — 2013 that is announced at Vietnam Information Technology Seminar 18 in Ho Chi Minh city) Thus, the role of social network in Vietnam, especially for Ho Chi Minh City is more and more important day by day, and certainly the standard of satisfaction is higher and higher also
1.1.2 Practical Problems
Besides benefits and positive impacts that social network service brings to, it always has got problems
Y Firstly, that is Security leak.According to Symantec Survey, in 2013, the total number
of data leak in the world increased 62% compared to last year, leading to more than 552 million users who Ire leaked their personal information This demonstrates hacker is really a very big threat to users and businesses around the globe Among them,
Trang 11
RESEARCH PROJECT
Vietnam was ranked 12" of network attacks More than half of Internet’s users who lost personal information account of e-mail, online account or social networking Especially is social networking where contains many personal information So, with the status of information security issues on Internet, especially social network at present, it will affect to trust and satisfactionof user
Y Finally, it is wasting too much time of using SNS for useless purpose At present, in Vietnam generally and Ho Chi Minh City particularly, more and more people join in social networking service, especially is the youth According to data that has updated since August 2013, there Ire 1.6 million Facebook’s users, gain 21.42 percent of population and gain 71.4 percent Internet’s users Besides people who use SNS to work, sensible relaxing; with the pressure of moder life, the need to take care of the image itself is increasing
With these problemsand positive impacts that social network gives usersabove, I wonder
how users feel about social network services
1.2 Research Objective
1.2.1 General Objectives
Nowadays, with the rapid development of technology, people have a lot benefits from it Social Network is also a breakthrough of Information Technology at modern times How is Social network growing? Thereby, my team wants to learn and research the satisfaction level that influences the development of social networks service and how to build and develop applications associated with social networking development
1.2.2 Specific Objectives
¥ Researching habits, needs and purpose of using social networking Y Researching perception of users on social network service
Y Identifying the factors that affect the desire to use, the satisfaction of users on
social network service
v Researchingthe relationship between satisfaction and these factors to know how to build and develop thesefascinatingapplications for social network service
1.3 Research Object
Trang 12
Some definitions about Social Network, consumer satisfaction:
Y Social network: is a service that connects members with similar interests on the
Internet together with many different purposes, regardless of space and time
Y Consumer satisfaction: is the perceived status of a product by consumers about the level of benefits that a product provides realistic than what he expected
L identify 2 objects that effect strongly to thesis:
v The key factors that affect to the satisfaction of social network services
Y The applications which affiliate with social network service and their development
1.4 Research Question
Which factors affect to satisfaction level of social network service? What is the relationship between these key factors and satisfaction? What is the future trend of SNS?
How to build good social network applications based on these key factors in this research?
1.5 Research Scope
1.5.1 Objects Limitation
After discussion and suggestions from members in Group, the Group decided on choosing three major social networking sites for analysis:
¥ Facebook: is a social networking Ibsite for free accessing by the company Facebook Inc manages Users can join networks organized by the city, workplace, school and region to connect and communicate with others People can also make friends and send messages to each other, and update profile page to inform my friends about us The name of the Ibsite referred to the souvenir book to record the names of members of the campus community that a number of universities and colleges in the U.S take for students new to the school, department, and staff in order to acquaint with each other at the campus
Trang 13
RESEARCH PROJECT
Y Google+: is social networking service operated by Google This service is made public on 28/6/2011, started under the test phase, participants must have an invitation That’s seen as Google’s effort to against Facebook-the social network had over 500 million users in 2010
¥ Zing Me: is the social network servicewhich was developed by VNG (Vina Game) In Vietnam, Zing Me is greatest social network service Zing Me is a social network for the Vietnamese community for the different purposes of entertainment, making friends, finding friends, sharing information or so on
1.5.2 Location Limitation
With the purpose of research and find out the level of satisfaction when using social networking services in Vietnam, out team agreed to select limited research area is Ho Chi Minh City Because limits of conditions and knowledge so the research team selected this scope to respond effectively and accurately
1.5.3 Time Limitation
During the time to research thesis, I set the time limitation between 5th January, 2016 and
18th April, 2016
1.5.4 Target Researching (Career Limitation)
My team chooses the target of researching that is the officers, high school students or students of universities with age from 18 to 45 year old
1.6 Methodology and Data Overview
This research carried out over two main steps: a preliminary study using qualitative
methods and main research I using quantitative methods I focus on Real Sample / quantitative survey Besides that I use online survey (supporting for quantitative survey) Moreover, I use a description method: assessment of the data collect from newspapers, magazine or so on
The process used to collect information and data for the purpose of making research decisions The methodology is include publication, research, interviews, surveys and other research techniques, and could include both present and historical information
Trang 14
RESEARCH PROJECT
1.6.1 QualitativeResearch
To evaluate the questions in the questionnaire by use the direct interviews with the intervielrs Research purposes to adjust and complement the scale and the service quality
needs of consumers
1.6.2 Quantitative Research
] will make all questionnaires about needs, satisfaction of the users when they use social
networking Then divide for all members in Group to interview the users The steps | am following:
v Make questions to be simple, easy to understand Put the question is not important in the final Go to specific issues
Logic
To test survey with members in Group or friends A gift or incentives for interviews
SA
NNN
A
Collect data
¥ Share the results with users
I use web base software from: https://docs.google.com; and I will create Surveys, collect responses and analyze results After that, Information collected will be processed by SPSS software Thereby will be analyzed and clarified issues
1.6.3 Description Method
L assess all of data collections from newspapers, magazine or so on
1.7 Conclusion
After the first chapter, I have a great view of social network background in Vietnam
generally and Ho Chi Minh City particularly; knows thoroughly purpose of this research Moreover, this chapter also defines research objective of topic, concurrently, I mention the
main research questions to examine and determine which key factors affects to satisfaction
with social network services and their applications in developing social network apps”
Trang 15
RESEARCH provecT PB CHAPTER 02 —- LITERATURE REVIEW AND THEORETICAL MODELS 2.1 Introduction about SNS and Some Definitions 2.1.1 Definition of SNS
Based on Ellison (Ellison, 2007), social network site is defined as Ib-based services that allow individuals to create and build a public or semi-public profile within a global system,
articulate a list of other users with whom they share a connection, traverse and view their
list of connections and those made by others within this system The nomenclature and
nature of all connections can differ from sites to sites
2.1.2 Definition of Satisfaction
One more definition about satisfaction, Soheil Taati Rad (Rad, 2011) thought that after
users received the services or purchased merchandise, he or she might be satisfied or
dissatisfied that creates a question here — what is satisfaction and how this satisfaction will be conceived It is said that satisfaction is a positive perception conceived after utilizing a good or provide / delivering service
2.1.3 Definition of Service Quality
Based on Parasuraman, Valarie A Zeithaml and Leonard L Berry (Parasuraman and Berry, 1991), quality is an indistinct and elusive construct Usual mistakes for imprecise adjective
like goodness, light, shininess or luxury that creates a lot of different standards to evaluate
quality In fact, when users purchase goods, the users will get some tangible cues to evaluate good quality such as style, hardness, color, label, feel, package or fit But when users purchased service, there are felr tangible cues exist that I can know tangible evidence is limited to service provider’s equipment, environment, personnel or so on
Trang 16RESEARCH prosect MỹạMMMẽ
According to Parasuraman (1985, 1988) define service quality is determined by the differences between consumer’s expectations of services provider’s performance and their evaluation of the services they receive Service quality is a focused evaluation They use to that reflects the consumer‘s perception of elements of service such as interaction quality, physical environment quality, and outcome quality These elements are in turn evaluated based on specific quality dimensions: reliability, responsiveness, assurance, empathy and tangibles With the Satisfaction, on the other hand, is more inclusive: it is influenced by perceptions of service quality, product quality, and price Moreover, Satisfaction still
influenced with situational factors as Ill as persona] factors According to Parasuraman,
Zeithaml and Berry(Parasuraman et al., 1988), five principal dimensions that consumers use to judge service quality include reliability, responsiveness, assurance, empathy, and tangibles as shown below
Y Reliability: the ability to perform the promised services both dependably and accurately
Reliable service performed is a consumer’s expectation and means that the service is
accomplished on time, in the same manner, and without error every time
¥ Responsiveness: the willingness to help consumers and to provide prompt service Try to keep the consumers waiting
Y Assurance: makeconsumers know exactly details the information to make the trust and
confidence
¥ Empathy: support the individualized, caring attention to consumers Includes the features: sensitivity, approachability and try to understand the consumer's needs
Y Tangibles: the appearance of equipment, physical facilities, communication materials and personnel The condition of the physical the problem of the around environment is evidence of the care
Besides that, Parasuraman (Parasuraman et al., 1985) suggested that when perceived service quality is high, then it will lead to increase in consumer satisfaction He supports that fact that service quality leads to consumer satisfaction and this is in line with Saravana & Rao, (2007, p.436) and Lee et al., (2000, p.226) who acknowledge that consumer satisfaction is based upon the level of service quality provided by the service provider
2.2.2 TAM Model, E-S-Qual & E-RecS-Qual
Trang 17
RESEARCH PROJECT
According to Technology Acceptance Model(Davis, 1989)that I can call TAM, the model research is used to identify individual’s acceptance for new Information Technology E-S- QUAL (Electronic Service Quality) is the quality of e-service measurement model, which is developed from SERQUAL model by Parasuraman, Zeithaml & Malhotra Para (Parasuraman et al., 2005) At first, E-S-QUAL model included almost of elements into SERQUAL research with 11 E-SQ dimensions as follows:
Y Reliability: Correct technical functioning of the site, the accuracy of service promises and product information
¥ Responsiveness: The ability to respond quickly and help when consumers need
“ Access: The ability to access the Ibsite and contact to the company quickly when
needed
Y Flexibility: Method of payment, delivery, purchasing, and return items is flexible Y Ease of navigation: The Ibsite has functions that can help consumers finding what they
need easily
Y Efficiency: The Ibsite is good design, simple to use, and does not require consumers to enter many information
S Assurance/Trust: The confidence and trust of consumers when transactions through the Ibsite, products, and services, which are provided clear and reliable information
Security/Privacy: The level of safety of the personal information Price knowledge: The price that consumers can accept
Site aesthetics: The friendly of Ib interface
NNN Customization/Personalization: How much and how easily the site can be tailored to
individual consumers’ preferences, histories, and ways of shopping
E-S-QUAL Scale:
Y Efficiency: the ease and how to use and speed of access to the site
Y Fulfillment: The extent to which the site’s promises about order delivery and item availability are fulfilled
v System Availability: The functions technology of the site
Y Privacy: The level of safety and security of consumer information
E-RecS-QUAL Secale:
Y Responsiveness: How to solve the problem and feedback
¥ Compensation: The level of compensation to consumers when they have problems
Trang 18
RESEARCH PROJECT
#“_ Contact: The availability of assistance via phone or online representatives
All of dimensions of E-S-QUAL and E-RecS-QUAL Ire proved to affect significantly evaluation of consumers for service quality Reliability and validity tests performed on E- S-QUAL, which strongly influence on consumers’ perceptions, and their loyalty intentions
2.2.3 The Research Result of Nashi, Matthew K.O Lee, Christy
M.K Cheung and Huaping Chen
Based on Nashi, Matthew K.O Lee, Christy M.K Cheung and Huaping Chen (Shi et al., 2010), they emphasized a lot of important components that affect directly to consumer satisfaction for using social network service, especially for motivation component In fact, the gratifications approach and uses that gratifications and use concentrate the motivation of social network service, and after that it will automatically create satisfaction gaining for
users
I can understand that it will create for consumer not only a motivation but also a benefit
Based on this theory, I can sum up fmy components of motivations below:
¥ Maintaining Offline Contacts ¥ Meeting New People
¥ Information Seeking ¥ Entertainment
2.3 Key Factors Affecting to Consumer Satisfaction of Using SNS
Nowadays, the SNS is more and more developing The demand for services of the users is more Based on Spreng and Mackoy (Spreng and Mackoy, 1996), the better service quality is, the more satisfaction is increased
Trang 19
RESEARCH PROJECT Service Quality Expected Quality el Responded Need Quality by Feeling Satisfaction Expected Quality >| Non-Responded Need a
Figure 2.1 Spreng and Mackoy Model(Spreng and Mackoy, 1996)
Because of these reasons, reliability in Parasuraman is very accurate for the purpose of my Group is doing Therefore, that is a good choice Based on Parasuraman(Parasuraman et al.,
1988)
In conclusion, key factors can create consumer satisfaction for using social network service,
from this argument; the assumption will be set below:
“H1: Reliability will affect directly to consumer satisfaction for using social network service And if Reliability is high, satisfaction of SNS users will be increased.”
“H2: Efficiency will affect directly to consumer satisfaction for using social network service And if Efficiency is high, satisfaction of SNS users will be increased
H3: System Availability will affect directly to consumer satisfaction for using social network service And if System Availability is high, satisfaction of SNS users will be
increased
H4: Privacywill affect directly to consumer satisfaction for using social network service And if Privacy is high, satisfaction of SNS users will be increased
H5: Responsivenesswili affect directly to consumer satisfaction for using social network service And if Responsiveness is high, satisfaction of SNS users will be increased.”
“H6: MaintainingOffline Contactswill affect directly to consumer satisfaction for using
social network service And if Maintaining Offline Contacts is high, satisfaction of SNS users will be increased
Trang 20
RESEARCH PROJECT
H7: Meeting New Peoplewill affect directly to consumer satisfaction for using social network service And if Meeting New People is high, satisfaction of SNS users will be
increased
H8: Information Seeking will affect directly to consumer satisfaction for using social
network service And if Information Seeking is high, satisfaction of SNS users will be increased
H9: Entertainment will affect directly to consumer satisfaction for using social network service And if Entertainment is high, satisfaction of SNS users will be increased.” Reliability Efficiency System Availability HI (+) H2 (+) Privacy — H3 (+) H4 (+) Responsiveness — H5Œ) : : Consumer Satisfaction Maintaining Offline Contacts t— HO (+) H7 (+) Meeting New People + Information Seeking H8 (+) H9 (+) Entertainment Figure 2.2.Recommended Research Model 2.4 Business Environment 2.4.1.PORTER Model
Michael E Porter model identifies and analyzes 5 competitive forces that appeared every industry all over the world, and it lets us know laknesses and strengths of one industry
Trang 21
RESEARCH PROJECT
vx New entrants in this industry: The more profitable market is, the more new entrants join in this market that creates a lot of advantages for my business
Y Substitute products: The definition of alternative always exists in consumer behavior that affect directly to consumer behavior
¥ Suppliers: One of the most important partners is my suppliers that support us a lot for my business The more suppliers exist in the market, the more convenience I will get for my strategy, and vice versa
“ Competition in this industry: The more competitors in market, the more competitive the market is Thus, many competitors will provide products or services as Ill as reduce
attractiveness of this market
Y Consumers: The number of consumer can affect directly to my business strategy The more consumers the market has, the more profitable my business
2.4.2 PEST Model
PEST model gives an overview of the whole environment from many different angles that will support us for my business to set up suitable strategy or achieve the company goal
effectively There are fmy components below:
Y Political: This factor will recognize and prove the capability of government to certain industry Political factors include trade tariffs, tax policy, social policy or so on
Y Economic: This factor will support us to know about economy’s or industry’s
performance accuracy
Y Social: Understating about social components that support us to know about cultural trends, demographics or population analytics
¥ Technological: Information Technology keeps the very important role in building and developing one business in global business
2.5 SWOT Analysis
A SWOT analysis is a planning method used to identified and used to evaluate the Strengths, Iaknesses, Opportunities, and Threats
SWOT appropriate for work and analysis in Groups, to be used in business planning, strategy development, competitor evaluation, marketing, service development
Trang 22
external factors RESEARCH raocr nn Strengths and Iaknesses are internal factors of the company, Threats and Opportunities are Strengths Iaknesses Opportunities 8-0 w-O " (Strengths - Opportunities) (Iaknesses - Opportunities) Threats ST WT (Strengths — Threats) (Iaknesses — Threats)
Figure 2.3 SWOT Analysis
SWOT matrix is an important tool that can help managers to easily develop fmy types of strategies:
“ Strengths — Opportunities strategies (S-O): To take advantage of the opportunities that adapted to the strengths from outside
Y laknesses — opportunities strategies (W-O): To surpass laknesses to take advantage of opportunities
Y Strengths — Threats strategies (S-T): To identify ways to reduce the vulnerability to external threats by means of using company’s strengths
Y laknesses - Threats strategies (W-T): To set a plan to avoid laknesses to be susceptible
to external threats
2.6 Conclusion
This chapter discusses some necessary theories; popular models about individual’s
acceptance, attitude, and behavior for service quality of Social network services in the
Trang 23RESEARCH rao: MM
CHAPTER 03 - METHODOLOGY
In this chapter — chapter 03, I give information about methodology, data analysis, and findings to make clearly this research I will discuss about process of research, questionnaire building, and research sample, scale Building for Key Factors Affecting to
Consumer Satisfaction of Using SNS, or so on to define the model of key factors 3.1 Process of Research Research Progress $ Problem and Research Objective + Theoretical Literature Review and Preliminary Research Model Š Qualitative Research s Preliminary Research Ld Preliminary Questionnaire s Adjusted Preliminary Questionnaire s Official Research Official Questionnaire Survey, Collect primary data Re-fresh data Encode and input data Descriptive statistic Reliability analysis — verify coefficient and Cronbach’s Alpha
Exploratory factor analysis (EFA)
Trang 24RESEARCH pozcr mm
3.1.1 Qualitative Research
According to Hair(Hair et al., 1998), “qualitative research is the collection of data in the form of text or images using open-ended questions, observation or found data” Researchers collect data in detail by asking questions or observing behaviors In this type of research, researcher use open-ended questions and other materials to facilitate in-depth probing of participant thoughts
Respondents are 9 regular users of social networking services The contents of the
questionnaire for qualitative research methods see Appendix A: Questionnaire qualitative
research The interview participants helped to build, adjust the appropriate variables (key factor) to scale, add, remove or change the wording for clarity and conformity with all stakeholders formal study Scale results have been corrected
3.1.2 Quantitative Research
According to Hair(Hair et al., 1998) “Qualitative research is research that places emphasis
on using formal standard questions and predetermined response options in questionnaires
or surveys administered to large number of respondents” Therefore, | determine that the task of this study is to test these items on large samples and ansIr research questions, there are some items obtained are good inputs for the construction of the questionnaire The results are the best way to support for statistical analysis
Factor analysis (EFA) was used to test the value scales, analytical method EFA in order to shortened 1 set of observed variables are interdependent set of variables into a little more meaningful to them than but still contains full information of the original variable set Observed variables are selected variable load factor (Factor loading)> = 0.5, verse No KMO (KaiserMayer - Alkin) that 0.5 <= KMO <= 1
Correlation analysis was performed between the independent variables and each other, as between the independent variables and the dependent variable Next, a multiple regression analysis to assess the degree of influence and assert the importance of each factor
3.2 Questionnaire Building
Trang 25
RESEARCH PROJECT
From the results of the scale adjustment, the questionnaire is edited to be completely base on the ideas of anslrers I use Likert scale includes 5 level from 1 to 5 with the meaning is 1 = “completely disagree” and 5 = “completely agree” for the statements in the questionnaire
3.3 Research Samples
As mentioned in the scope and limitation of the study, the population of this study was people who use social network services, live and work in Ho Chi Minh City In order to implement this topic, I use the method which is non-probability sampling It is less costly and not loses much time
3.3.1 Research Sample
The dimension of sample defends on the analysis method This research applied factor analysis; it is exploratory factor analysis (EFA) According to Hoang Trong and Chu Nguyen Mong Ngoc (2008), the samples must be at least 4 or 5 times of variables that need to conduct factor analysis Besides, following to Hair(Hair et al., 1998), in order to analyze EFA, I need to collect the data with at least 5 samples per 1 observed variable (29x5 = 145 samples)
In addition, in order to conduct regression analysis by the best way, Tabachnick and Fidell (1996) told that dimension of samples need to be ensured follow to the formula: n > 8m +
SO In there:
¥ n: dimension of sample
Ym: the number of independent variables of model
3.3.2 Research Sample Collection
The main method to collect data for this research is convenient survey
After built the questionnaire, ] created an online survey in Google Does, and then I begged friends, acquaintances for survey answering I also shared the online survey through e-mail, with the below link: https://docs.google.com/forms/d/] wm-
ZO0irwLpYRL6AzciMxhY joOcDr PnheF3M3FivuQ/viewform
Trang 26
RESEARCH PROJECT
3.4 Scale Building for Key Factors Affecting to Consumer Satisfaction of Using SNS
Based on some theories and the same number of scientific papers by many academics all
over the world, I have some key factors that affects to consumer satisfaction of using social
network I have got nice factors includes reliability, efficiency, system availability, privacy, responsiveness, Maintaining Offline Contacts, meeting new people, information seeking
and entertainment
3.4.1 Reliability
Reliability scale of this research is built and developed by the research of Parasuraman(Parasuraman et al., 1988), he developed three observed variables and signed as Table 3.4.1 below: Reliability DTC) Notation
Privacy of user’s information DTCI Registration account is easy and convenient DTC2
Make exactly the commitments with the users DTC3
The SNS use the correct features and efficiency DTC4
Table 3.3.Reliability Scale
3.4.2 Efficiency
Efficiency scale of this research is built and developed by the research of Davis(Davis, 1989), Parasuraman(Parasuraman et al., 2005), Zeitham! & Malhotra Para para andSpreng & Mackoy(Spreng and Mackoy, 1996), they developed three observed variables and signed as Table 3.4.2 below: Efficiency (DHQ) Notation It makes it easy to get anywhere on the site DHỌI
The social network site is simple to use DHQ2
Trang 27RESEARCH PROJECT
System Availability scale of this research is built and developed by the research of Davis (Davis, 1989), Parasuraman (Parasuraman et al., 2005), Zeithaml & Malhotra Para para and Spreng & Mackoy(Spreng and Mackoy, 1996), they developed three observed variables and signed as Table 3.4.3 below:
System Availability (DKD) Notation
The social network site is always available DKDI
The social network site launches and runs right away DKD2
The social network site does not crash DKD3 Free service DKD4
Table 3.5.System Availability Scale
3.4.4 Privacy
Privacy scale of this research is built and developed by the research of Davis (Davis, 1989), Parasuraman (Parasuraman et al., 2005), Zeithaml & Malhotra and Spreng & Mackoy(Spreng and Mackoy, 1996), they developed three observed variables and signed as Table 3.4.4 below: Privacy (QRT) Notation It protects information about my account, name, and phone number on QRTI site
It does not share my personal information with other sites QRT2
My information is protected from hackers QRT3
Table 3.6.Privacy Scale
3.4.5 Responsiveness
Responsiveness scale of this research is built and developed by the research of Davis (Davis, 1989), Parasuraman (Parasuraman et al., 2005), Zeithaml & Malhotra and Spreng & Mackoy(Spreng and Mackoy, 1996), they developed three observed variables and signed as Table 3.4.5 below: Responsiveness (TTN) Notation It provides me with convenient options for returning items TINI
Trang 28RESEARCH PROJECT 3.4.6.Maintaining Offline Contacts
Maintaining Offline Contacts scale of this research is built and developed by the research ofNashi, Matthew K.O Lee, Christy M.K Cheung and Huaping Chen(Shi et al., 2010), he developed three observed variables and signed as Table 3.4.6 below:
Maintaining Offline Contacts (DTMQH) Notation To check out someone you met socially DTMQHI To learn more about the people in my classes/workplace DTMQH2
To keep in touch with my old friends DTMQH3
Table 3.8.Maintaining Offline Contacts Scale
3.4.7 Meeting New People
Meeting New Peoplescale of this research is built and developed by the research of Nashi,
Matthew K.O Lee, Christy M.K Cheung and Huaping Chen(Shi et al., 2010), he developed
three observed variables and signed as Table 3.4.7 below:
Meeting New People (TLMQH) Notation To meet new people who are good or helpful for studying or working TLMQHI To make new friends in virtual Group TLMQH2 To meet people that you have seen without having chance for TLMQH3
communication
Table 3.9.Meeting New People Scale
3.4.8 Information Seeking
Information Seekingscale of this research is built and developed by the research of Nashi, Matthew K.O Lee, Christy M.K Cheung and Huaping Chen(Shi et al., 2010), he developed three observed variables and signed as Table 3.4.8 below:
Information Seeking (TKTT) Notation To find out about things going on at my school, workplace and other TKTT1 social relationships
To keep up to date with the current trends TKTT2
Trang 293.4.9 Entertainment
Entertainmentscale of this research is built and developed by the research of Nashi, Matthew K.O Lee, Christy M.K Cheung and Huaping Chen(Shi et al., 2010), he developed RESEARCH rrovect RU three observed variables and signed as Table 3.4.9 below: Entertainment (GT) Notation To fill up free time ơi For fun GT2
To take a break between work and life G13
Trang 31RESEARCH PROJECT GT2 621 800 GT3 798 616
Table 3.13.]tem-Total Statistics — Summary Based on Table 3.12 and Table 3.3, I have got conclusions below:
¥ The Cronbach’s Alpha value of Reliability factor is 0.770 > 0.6 that means this factor has reliability index which is accepted
¥ The Cronbach’s Alpha value of Efficiency factor is 0.552 < 0.6that means this factor has reliability index which is not accepted
Y The Cronbach’s Alpha value of System Availability factor is 0.902 > 0.6 that means this factor has reliability index which is accepted
v The Cronbach's Alpha value of Privacy factor is 0.591 < 0.6that means this factor has reliability index which is not accepted
¥ The Cronbach’s Alpha value of Responsiveness factor is 0.585< 0.6that means
this factor has reliability index which is not accepted
¥ The Cronbach’s Alpha value of Maintaining Offline Contacts factor is 0.807 >
0.6 that means this factor has reliability index which is accepted
¥ The Cronbach’s Alpha value of Meeting New People factor is 0.815 > 0.6 that means this factor has reliability index which is accepted
vs The Cronbach’s Alpha value of Information Seeking factor is 0.859 > 0.6 that means this factor has reliability index which is accepted
¥ The Cronbach’s Alpha value of Entertainment factor is 0.818 > 0.6 that means this factor has reliability index which is accepted
3.5.1.2 KMO & Bartlett’s Test Analysis
KMO and Bartlett's Test
Trang 33RESEARCH PROJECT .686 QRT2
Table 3.15.Rotated Component Matrix*
Based on Table 3.14 ] have KMO = 0.610 > 0.5 Thus, Factors analyzing is suitable and Sig = 0< 0.05 — Eliminatingvariable Ho effects to the satisfaction of using social network Based on Table 3.15, after running dimension reduction factor analysis, I have the result that this table shows us, the Eigenvalue is 1.249 has 9 factors with Cumulative is 71,972 %
3.5.2 Dependent Variable Analysis 3.5.2.1 Reliability Statistics Reliability Statistics N of Items Cronbach's Alpha .865 3 Table 3.16.Dependent Variable Analysis - Reliability Statistics Item-Total Statistics
Scale Mean if | Scale Variance Corrected Item- Cronbach's Alpha
Item Deleted | if Item Deleted | Total Correlation if Item Deleted
SHLI 8.1124 2.033 753 801
SHL2 8.0562 2.122 710 841
SHL3 7.9888 2.193 770 789
Table 3.17.Dependent Variable Analysis — Item-Total Statistics
Based on Table 3.17 and Table 3.18, I have got the Cronbach’s Alpha value of Satisfaction Factor is 0.865> 0.6 that means this factor has reliability index which is accepted 3.5.2.2.KMO & Bartlett’s Test Analysis
KMO and Bartlett's Test
Trang 34RESEARCH PROJECT Sig .000 Table 3.18 Dependent Variable Analysis - KMO and Bartlett’s Test
Total Variance Explained
Initial Eigenvalues Extraction Sums of Squared Loadings
Com Total % of Cumulative % Total % of Cumulative % Variance Variance 1 2.368 78.923 78.923 2.368 78.923 78.923 2 363 12.085 91.007 3 270 8.993 100.000
Table 3.19 Dependent Variable Analysis — Total Variance Explained
Based on Table 3.19 and Table 3.20, I have got KMO = 0.732> 0.5 So, Factors analyzing
is suitable and Sig = 0< 0.05 — Eliminatingvariable Ho effects to the satisfaction of using
social network
3.5.3 The Official Research Model
Trang 35RESEARCH PROJECT
With this research model, key factors can create consumer satisfaction for using social
network service, from this argument; the assumption will be set below:
¥ H1: Reliabilitywill affect directly to consumer satisfaction for using social network service And if Reliability is high, satisfaction of SNS users will be increased ¥ H3: System Availabilitywill affect directly to consumer satisfaction for using
social network service And if System Availability is high, satisfaction of SNS users will be increased
Y H6: Maintaining Offline Contactswill affect directly to consumer satisfaction for using social network service And if Maintaining Offline Contacts is high,
satisfaction of SNS users will be increased
v H7: Meeting New Peoplewill affect directly to consumer satisfaction for using social network service And if Meeting New People is high, satisfaction of SNS users will be increased
Y H8: Information Seeking will affect directly to consumer satisfaction for using
social network service And if Information Seeking is high, satisfaction of SNS
users will be increased
v H9: Entertainmentwill affect directly to consumer satisfaction for using social network service And if Entertainment is high, satisfaction of SNS users will be increased
3.6 Conclusion
With this chapter, I give information about methodology, data analysis, and findings to make clearly this research I will discuss about process of research, questionnaire building, research sample, scale Building for Key Factors Affecting to Consumer Satisfaction of Using SNS, or so on to define the model of key factors that affect directly to consumer satisfaction level of using social network And I focus on nine scales with 29 observed
variances
Trang 36
RESEARCH prosect MmMMwwW
CHAPTER 04—- ANALYSES AND EINDING
4.1 SNS and Some Successful Companies
4.1.1 Facebook
s* History
Mark Zuckerbergfounded Facebook while studying psychology at Harvard University It’s a keen computer programmer At that time,he had already developed a number of social-networking Ibsites for fellow students
¥~ February 2004: Mark Zuckerberg and co-founders Dustin Moskovitz, Chris Hughes and Eduardo Saverin Launch Facebook at Havard
4.1.2 Zingme
“ History
Zingme is the Social network site developed by VNG (Vina Game) In Vietnam, Zingme is the most developed social network Zingme is a social network for the Vietnamese community for the purpose of entertainment, making friends,
Launched inAugust 2009, Zingmeis theproductofVNG aboutsocial networking, integratedblog, share photos, music, games, videoclips, e-mail withZing Zingme allows third-party through API help senrich content system
3/2010, ZingMelaunchedthe first versionformobile phones (iOS and Android)
After 2 years of operation, Zingme has 8.2 million users in October 10/2011
Zingme has extra features to communicate through images, voice, emotion icons from June 2013
Trang 37RESEARCH PROJECT
Trang 38RESEARCH PROJECT TLMQH3 713 667 TKTTI 805 855 Information TKTT2 823 839 Seeking TKTT3 779 877 GTI 879 894 Entertainment GT2 852 916 GT3 865 905 Table 4.2 Item-Total Statisticsof Independent Variables
Based on Table 4.1 and Table 4.2, I can see that the value of Cronbach’s Alpha isequal 0.98 when System Availability is deleted, sothis variable will be deleted for increasing the Cronbach’s Alpha value, but this variable the important roleamong all factors that effectsto Satisfaction of using SNS Thus, I will not delete this variable After return, I got the results of Reliability analysis coefficient of 6 factors below:
%S
NN
NNN
Reliability factor is 0.853 with 4 variables
System Availability factor is 0.954 with 4 variables
Maintaining offline contacts factor is 0.770 with 3 variables Meeting new people factor is 0.805 with 3 variables
Information seeking factor is 0.900 with 3 variables Entertainment factor is 0.935 with 3 variables
All of those factors have Cronbach’s Alpha coefficient > 0.6 and also Corrected Item-Total Correlation value > 0.3
4.2.1.2 KMO & Bartlett’s Test Analysis
Put Ho does not correlate between all the variables
KMO and Bartlett's Test
Trang 39RESEARCH PROJECT
Initial Eigenvalues Extraction Sums of Rotation Sums of Squared
Squared Loadings Loadings
Comp Total % of Cumul Total % of Cumul Total % of Cumul
Varian ative Varian ative Varian ative ce % ce % ce % l 4358 | 21.791 21.791 4358 | 21.791 21.791 3.592 | 17.961 17.961 3.669 18.346 | 40.137 | 3.669 | 18.346 | 40.137 | 2.840 14.202 | 32.163 2.688 13.438 | 53.575 2.688 | 13.438 | 53.575 2.766 13.829 | 45.992 2.078 10.390 | 63.964 | 2.078 | 10.390 | 63.964 | 2.570 | 12.848 | 58.839 2.020 10.100 | 74.064 2.020 10.100 | 74.064 2.257 11.287 | 70.127 @| wml BS] wy] bv 1.378 6.888 | 80.952 1.378 6.888 ¡ 80.952 2.165 10.825 80.952
Table 4.4 Total Variance Explained of Six Independent Factors
Based on table 4.2 and table 4.4, I have got KMO = 0.681 > 0.5 So, Factors analyzing is
suitable and Sig = 0< 0.05 — Eliminatinghypothesis thatvariable Hocorrelate between all
Trang 40RESEARCH PROJECT TKTT3 909 TKTTI 905 DTMQHI 840 DTMQH3 800 DTMQH2 799 TLMQH2 861 TLMQH3 842 TLMQHI 800
Table 4.5 Rotated Component Matrix of TInty Variables of Six Independent Factors Based on Table 4.5, all of those 20 variables of 6 factors have factor loading value > 0.5 that mean I don’t need to delete any variable for the next step Thus, I will use the 6 factors above for continuous analysis:
‹, CO Reliability factor contains 4 variables:
¥ Privacy of user’s information (DTC1) ¥ Easily register (DTC2)
¥ Make exactly the commitments with the users (DTC3)
¥ Use a properly functioning (DTC4)
System Availability factor contains 4 variables:
°
¥ This site is always available for business (DKD1) ¥ This site launches and runs right away (DKD2) ¥ This site does not crash (DKD3)
¥ Free service (DKD4)
Maintaining Offline Contacts factor contains 3 variables:
+ ~%
¥ To check out someone you met socially (DTMQH])
¥ To learn more about the people in my classes/workplace (DTMQH2) v To keep in touch with my old friends (DTMQH3)
* Meeting New People factor contains 3 variables:
¥ To meet new people (TLMQH1)
¥ To make new friends in virtual Group (TLMQH2)