Determinants of vietnamese youths’ intention to use online dating apps or sites apps or sites

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT DETERMINANTS OF VIETNAMESE YOUTHS’ INTENTION TO USE ONLINE DATING APPS OR SITES APPS OR SITES DANG NGUYEN PHUONG Hanoi - Year 2020 VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT DETERMINANTS OF VIETNAMESE YOUTHS’ INTENTION TO USE ONLINE DATING APPS OR SITES APPS OR SITES SUPERVISOR: Dr Pham Thi Lien STUDENT: Dang Nguyen Phuong STUDENT ID: 16071098 COHORT: IB2016A MAJOR: International Business Hanoi – Year 2020 LETTER OF DECLARATION I hereby declare that the Graduation Project “Determinants Of Vietnamese Youths‟ Intention To Use Online Dating Apps Or Sites” ” is the results of my own research and has never been published in any work of others During the implementation process of this project, I have seriously taken research ethics; all findings of this projects are results of my own research and surveys; all references in this project are clearly cited according to regulations I take full responsibility for the fidelity of the number and data and other contents of my graduation project Hanoi, 1st May 2020 Phuong Dang Nguyen Phuong ACKNOWLEDGEMENT First of all, I would like to express the sincerest gratitude to my supervisor, Dr Pham Thi Lien who who was enthusiastic, dedicated to guide and give me the advices how to make my research done properly throughout the last two month I am very thankful to have her as my instructor I also would like to express my gratitude to all the lecturers and professors of Vietnam National University – International School, who gave me the very useful and practical knowledge about international business and other fields during five years I studied here That helped me a lot when I conducted this research Besides, I also would like to say thank you to all the participants who helped me answering the questionnaires so that I can get data to the research I really appreciated those who spent time on helping me completing the survey Finally, I wish all the best will come to my supervisor and all the lecturers and professors of Vietnam National University – International School Wish everyone will have more happiness in life and more success in career Student, Dang Nguyen Phuong FORM 5: TABLE OF CONTENT CHAPTER 1: INTRODUCTION 10 1.1 Background of research 10 1.2 Research Question 12 1.3 Research objective 12 1.4 Research scope 12 1.4 The structure of research 13 CHAPTER 2: LITERATURE REVIEW 15 2.1: Overview of online dating 15 2.2 Previous research about Intention to use online dating apps or sites 16 2.2.1 Age 16 2.2.2 Wider selection 17 2.2.2 Trust toward online people 17 2.2.3 Attitude 18 2.2.4 Word-of-mouth 19 2.2.5 Dating anxiety 20 2.2.6 Perceived enjoyment 21 2.2.7 The number of tasks perform on Internet 21 2.3 Literature gap 24 CHAPTER 3: HYPOTHESES AND FRAMEWORK DEVELOPMENT 25 3.1 Hypotheses development 25 3.1.1 Relationship between trust toward people online and Intention to use online dating apps or sites 25 3.1.2 Relationship between attitude and Intention to use online dating apps or sites 26 3.1.3: Relationship between word- of- mouth and Intention to use online dating apps or sites 26 3.1.4: Relationship between dating anxiety ad Intention to use online dating apps or sites 27 3.1.5: Relationship between perceived enjoyment with Intention to use online dating apps or sites 27 3.1.6 Relationship between the number of tasks perform on internet and Intention to use online dating apps or sites 28 3.2 Framework development 28 CHAPTER 4: RESEARCH METHODOLOGY 31 4.1 Research process 31 4.2 Research method 32 4.3 Data collection 33 4.3.1 Data collection method: Survey method 33 4.3.2 Sample size 33 4.3.3 Sampling method 34 4.3.4 Primary Data Collection 34 4.4 Questionnaire design 35 4.5 Analyzing data plan 39 CHAPTER 5: DATA ANALYSIS & HYPOTHESIS TESTING 42 5.1 Descriptive data 42 5.2 Analysis and result 43 5.2.1 Evaluation of the Measurement Model 43 5.2.2 The structure model 46 5.3 Findings and discussion 53 CHAPTER 6: RECOMMENDATION AND CONCLUSION 58 6.1 Conclusions 58 6.2 Research contributions 59 6.2.1 Theoretical Contributions: 59 6.2.2 Practical Contributions: 59 6.3 Limitations and future research direction 61 REFERENCE 62 APPENDIX 1: QUESTIONAIRE 71 APPENDIX 2: QUESTIONAIRE 75 TABLE OF NOTATIONS AND ABBREVIATIONS Abbreviation Meaning IOD Intention to use online dating apps or sites TOP Trust toward online people ATT Attitude WOM Word- of - mouth PE Perceived enjoyment DA Dating anxiety TPI The number of tasks perform on internet LIST OF TABLE Table 2.1 Factors lead to the Intention to use online dating apps or sites of previous studies 23 Table 3.1 Research hypotheses 30 Table 4.1 Measuring items for questionnaire 38 Table 4.2 Likert scale of agreement extent 38 Table 4.3 Encoded terms for data testing 41 Table 5.1 Description of respondents‟ profile 43 Table 5.2 Construct Reliability and Validity 45 Table 5.3 Correlation Matrix of the Constructs 46 Table 5.4 Multicollinearity test 47 Table 5.5 Structural Model Assessment 49 Table 5.6 Summary results for the hypotheses 51 Table 5.7 R-Square (R2) Value 51 Table 5.8: f2 effect 52 LIST OF CHARTS AND FIGURE Chart 1.1 Annual revenue of the Match Group 2012 to 2019 of Statistic (2020) 11 Figure 3.1 Research model 29 Figure 4.1: Research process proposed by the author 31 Figure 5.2 Research model with path coefficient and t-value 48 16 Creswell, J., & Plano Clark, V (2007) Designing and Conducting Mixed M ethods Research Thousand Oaks, CA: Sage 17 Davis, F D., Bagozzi, R P & Warshaw, P R (1992) Extrinsic and Intrinsic Motivation to Use Computers in the Workplace Journal of Applied Social Psychology, 22 (14), 1111-1132 18 Dennis C (2009) E-consumer behaviour European Journal of Marketing 43: 1121-1139 19 Denzin, N.K and Lincoln, Y.S (2005) Introduction: The Discipline and Practice of Qualitative Research In: Denzin, N.K and Lincoln, Y S., Eds., Handbook of Qualitative Research, 3rd Edition, Sage, Thousand Oaks, 1-32 20 Donn, J E., & Sherman, R C (2002) Attitudes of practices regarding the formation of romantic relationships on the Internet Cyber Psychology & Behavior, 5, 107–123 21 Dr Michael R Liebowitz, 2002 Liebowitz Social Anxiety Scale 22 Dwyer, C., Hiltz, S., & Passerini, K (2007) Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace In Proceedings of the 13th Americas conference on information Systems Paper 339 Available at: http:// aisel.aisnet.org/amcis2007/339 23 Easterby-Smith, M., Thorpe, R and Jackson, P (2008b) Management Research London: SAGE 24 Editor, T (2017) Lessons From Tinder On Using Word-of-Mouth Marketing in Social Media 25 Eli J Finkel , Paul W Eastwick , Benjamin R Karney , Harry T Reis , and Susan Sprecher (2012) Online Dating: A Critical Analysis From the Perspective of Psychological Science 64 26 Etikan, I., Musa, S.A., Alkassim, R.S., (2016) Comparison of Convenience Sampling and Purposive Sampling American Journal of Theoretical and Applied Statistics, 5(1), p.1 27 Frank Cardona, 2019 The Rise of Online Dating, and the Company That Dominates the Market 28 Gibbs, J L., Ellison, N B., & Heino, R D (2006) Self-presentation in online personals: The role of anticipated future interaction, self-disclosure, and perceived success in Internet dating Communication Research, 33, 152–177 29 Goodwin, R (1990) Dating agency members: Are they “different”? 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Participants, My name is Dang Nguyen Phuong, I‟m a student of International Business at International School, Vietnam National University - Hanoi Currently, I‟m doing a research on the topic “Determinants of Vietnamese youths‟ Intention to use online dating apps or sites apps or sites” as my graduation thesis The survey that you are going to complete will provide very helpful information for me to analyze my research All the collected data will be used for research purpose only This questionnaire consists of TWO (2) sections Please answer ALL questions in every section We assure that all of your personal information collected will be kept in strictly confidential Therefore, I sincerely hope that you will answer all the questions as honest as possible Thank you so much for your cooperation! Section 1: Personal Information Gender: ☐ Male ☐ Female ☐ Other ☐ 23- 26 years old ☐ 27- 30 years old Age: ☐ 18- 22 years old Level of education: ☐ General education ☐ Associate‟s degree ☐ Bachelor‟s degree ☐ Postgraduate degree 71 Relationship status: ☐ Single ☐ In a relationship ☐ Married Do you know about online dating? ☐ Yes ☐ No Name some online dating apps and sites you have known? ……………………………………………………………………………………………… Have you ever use online dating apps or sites? ☐ Yes ☐ No Name some online dating apps and sites you have used? ……………………………………………………………………………………………… Section 2: Measuring the constructs Please kindly indicate the extent to which you agree with each of the following statements by ticking ✓ Please use the following scale to answer each statement of the survey Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree *Note: Online dating is a system that help people to find and contact each other through internet to arrange a date 72 Agreement Extent Item 1 Using online dating service is something I would I could see myself using online dating service to find my dating partner I feel comfortable in sharing my information through online dating services I prefer using online dating to meeting partners in traditional settings I can talk face- to- face with someone I not know very well I can easily ask someone attractive for a date I feel nervous in dating situations I am often afraid I may look silly or foolish while on a date I am afraid that the person I am dating will find fault with me 10 I believe that online dating is a good way to meet people 11 I think Online dating allows people to find a better match for themselves because they can get to know a lot more people 12 I think using online dating is a relatively normal thing for people to 13 I tend to view online dating positively 14 The information I find online is very reliable 15 Most people on the Internet can be trusted 16 People represent themselves truthfully online 73 17 I not have to be careful in dealing with people on the Internet 18 I can always trust the online dating service 19 I find information given by my friends and relatives about online dating is trustworthy 20 I trust what my friends and relatives says about online dating provides reliable information 21 Many of my friends and relatives recommend me to use online dating 22 I know someone who had bad experiences with this online dating 23 I find using online dating services entertaining 24 I find using online dating services pleasant 25 I find it is fun to use online dating services 26 I find using online dating services is exciting 27 I could easily without the internet for several days 28 Outside of school and work the internet is very important in my life 29 I perform almost any task on the internet 30 Completing almost any task on the internet comes easily to me Thank you for your cooperation! 74 APPENDIX 2: QUESTIONAIRE (Vietnamese Version) Bảng Khảo Sát Những Yếu Tố Ảnh Hưởng Đến Ý Định Sử Dụng Apps Sites Hẹn Hò Online Của Giới Trẻ Việt Nam Kính gửi anh/ chị, Tơi Đặng Ngun Phương, sinh viên Khoa Quốc Tế, Đại Học Quốc Gia Hà Nội Hiện thực luận văn tốt nghiệp với đề tài “Các yếu tố ảnh hưởng đến ý định sử dụng apps sites hẹn hò online giới trẻ Việt Nam” Mọi thông tin anh/ chị cung cấp dùng cho mục đích học tập nghiên cứu Bảng khảo sát có HAI (2) phần, mong anh/chị trả lời ĐẦY ĐỦ TẤT CẢ câu hỏi bảng khảo sát Thông tin cung cấp bảo mật hoàn toàn Bởi vậy, mong anh/chị trả lời thành thật Cảm ơn anh/ chị nhiều! Phần 1: Thơng tin cá nhân Giới tính: ☐ Nam ☐ Nữ ☐ Khác ☐ 23- 26 tuổi ☐ 27- 30 tuổi Tuổi: ☐ 18- 22 tuổi Trình độ học vấn: ☐ Trung học phổ thông ☐ Cao đẳng ☐Đại học ☐ Sau đại học Tình trạng quan hệ: ☐ Độc thân ☐ Đang mối quan hệ Bạn có biết hẹn hị online? 75 ☐ Đã kết ☐ Có ☐ Khơng Hãy nêu tên ứng dụng trang web hẹn hò online mà bạn biết ……………………………………………………………………………………………… Bạn sử dụng hẹn hị online? ☐ Có ☐ Không Hãy nên tên ứng dụng trang web hẹn hò online mà bạn sử dụng ……………………………………………………………………………………………… Phần 2: Câu hỏi chi tiết Anh/ chị vui lịng đánh dấu ✓ vào tương ứng với mức độ đồng ý từ thấp đến cao cho câu hỏi đây: Hồn tồn khơng đồng ý Khơng đồng ý Bình thường Đồng ý Hồn tồn đồng ý * Giải thích thuật ngữ: Hẹn hị online hệ thống giúp người dùng tìm liên lạc với người dùng khác qua Internet để xếp hẹn 76 Mức độ đồng ý Câu hỏi Phần 1 Sử dụng hẹn hò online việc mà tơi làm Tơi sử dụng dịch vụ hẹn hị online để tìm bạn hẹn Tôi cảm thấy thoải mái chia sẻ thơng tin tơi qua dịch vụ hẹn hị online Tơi thích sử dụng hẹn hị online so với kiểu hẹn hị truyền thống Tơi nói chuyện trực tiếp tốt với người mà tơi khơng quen biết Tơi dễ dàng hỏi người hấp dẫn hẹn hị Tơi cảm thấy lo lắng hẹn hị Tơi thường sợ thân nhìn kì quặc ngớ ngẩn buổi hẹn hị Tơi sợ người mà hẹn hị tìm điểm xấu tơi 10 Tơi tin hẹn hị online cách tốt để gặp người 11 Tôi nghĩ hẹn hị online cho phép người tìm tìm người phù hợp với họ họ biết nhiều người 12 Tơi nghĩ hẹn hị online điều bình thường người làm 13 Tơi có suy nghĩ tích cực hẹn hị online 14 Những thơng tin tơi tìm online đáng tin cậy 15 Hầu người Internet tin cậy 77 16 Mọi người đăng thật họ internet 17 Tôi không cần cẩn thận tiếp xúc với người internet 18 Tơi ln tin vào dịch vụ hẹn hị online 19 Tơi thấy thơng tin hẹn hị online từ bạn bè người thân tơi đáng tin cậy 20 Tôi tin việc bạn bè người thân tơi nói hẹn hị online đáng để tin cậy 21 Có nhiều bạn bè người thân giới thiệu sử dụng hẹn hị online 22 Tơi biết người có trải nghiệm tiêu cực với hẹn hị online 23 Tơi thấy sử dụng dịch vụ hẹn hò online thú vị 24 Tơi thấy sử dụng dịch vụ hẹn hị online thoải mái 25 Tôi thấy sử dụng dịch vụ hẹn hị online vui 26 Tơi thấy sử dụng dịch vụ hẹn hị online hào hứng 27 Tơi sống dễ dàng khơng có internet 28 Ngồi trường học công việc, Internet rât quan trọng với sống 29 Tôi thực gần cơng việc internet 30 Hồn thành gần công việc internet dễ dàng Cảm ơn anh/ chị tham gia khảo sát! 78 ... relationship with Intention to use online dating apps or sites sites 3.1.3: Relationship between word- of- mouth and Intention to use online dating apps or sites In the previous research, word- of- mouth... vital element for Intention to use online dating apps or sites This study will assess the importance of these factors and how they influence Intention to use online dating apps or sites 30 CHAPTER... relationship with Intention to use online dating apps or sites sites 3.1.5: Relationship between perceived enjoyment with Intention to use online dating apps or sites In the early study of Factors influencing