UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Hoai Thanh FACTORS AFECTING THE ATTITUDE TOWARD PARTICIPATING IN SOCIAL NETWORKING SITES IN VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Hoai Thanh FACTORS AFECTING THE ATTITUDE TOWARD PARTICIPATING IN SOCIAL NETWORKING SITES IN VIETNAM ID: 22110054 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr. Nguyen Thi Mai Trang Ho Chi Minh City – Year 2014 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGEMENT First, I would like to give my gratitude and deepest appreciation to my research supervisor, Dr. Nguyen Thi Mai Trang for her intensive support, valuable suggestions, guidance and encouragement during the time of doing my research. Second, I would like to express my deepest gratitude to Professor Nguyen Dinh Tho, Professor Nguyen Dong Phong, Dr.
Tran Ha Minh Quan for their valuable time as the members of the proposal examination committee. Their comments and meaningful suggestions were a great help for my completion of this research and other students as well. Third, I would like to thank all the participants as well as my colleagues, my friends who did contribute to this research. Last but not least, my sincere thanks are also to all the members of ISB School who are always trying to create the best convenience for me as well as ISB students during the course.
LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ABSTRACT Vietnam has been one of the fastest growing countries in internet and social networking sites for years. People and their activities are controlled too much by internet sites nowadays, especially since social networking sites started up in Vietnam, a lot of internet users cannot help avoiding or refusing it. The number of members on social networking sites grows too dramatically to discover and explore the reason behind it. Understanding the influences of social networking sites to the youngster’s behavior, to the community, the society, many investors or businesspeople do not hesitate to learn from it and make it work on their business.
Identifying the factors affecting the attitude toward participating in social networking sites in Vietnam can make people understand the foundation of a solid participation and carry out the appropriate switches for their further objectives. As a result, those factors which have huge impact on the participation are Expected relationship and Community identification. They can improve the efficiency of business if people know how to apply. LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF FIGURES Figure 2.
23 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLES Table 4.2 Reliability Test results .3 KMO and Bartlett’s test .4 Total Variance Explained .5 Rotated Component Matrix .6 KMO and Bartlett’s test .7 Total Variance Explained .67 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS ACKNOWLEDGEMENT ABSTRACT LIST OF FIGURES LIST OF TABLES TABLE OF CONTENTS CHAPTER 1: INTRODUCTION .6 Structure of the research. 6 CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES .1 Social networking sites .6 Conceptual model and hypotheses. 18 CHAPTER 3: RESEARCH METHODOLOGY. 19 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.1 Informants of the study .2 Sample size and Sampling method .4 Data analysis method.
27 CHAPTER 4: DATA ANALYSIS AND RESULTS .1 General characteristic of the research sample .2 The reliability test: The Cronbach’s alpha test .5 Attitude toward participating in social networking sites .3 Exploratory factor analysis .1 Factor analysis for the independent variables .2 Factor analysis for the dependent variables.4 Multiple regression analysis .5 Hypotheses assessment and discussion. 41 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER 5: CONCLUSION, IMPLICATIONS AND LIMITATION. 67 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 1 CHAPTER 1: INTRODUCTION 1.1 Research Background According to Internet World Stats (2013), there were about 2,4 billion internet users as of 30 Jun, 2013 worldwide which increased nearly 85% compare with 361 million internet users worldwide in 2009. With the largest number, Asian has had 1,1 billion users especially in Vietnam, the number of internet users has been always in top 20 worldwide and the 8th place in Asian since 2010 with the ratio of above 30% population and being expected much more higher than that due to the low fares of internet (TP, 2012).
In addition, We Are Social, an organization located in England which specialize in researching social media globally, announced in their report at the end of October 2012 that Vietnam was the most interesting market in Asian with about 30,8 million people use internet, hold 34% the population of Vietnam while the average ratio of the world was 33% (TR. This data showed that the information technology in Vietnam has grown quickly and that internet became very important in people‟s lives. The appearance of internet provides great advantages for people to serve the society, business and education, entertainment, etc. In recent times, social media is getting more and more popular and integral not only in the globe but also in Vietnam.
Thus, it cannot help mentioning about social networking sites such as Facebook which have a big impact on Vietnamese people‟s lives.N (2012) stated the number of Vietnamese members growing on Facebook was very impressive at the highest rate of 146% within 6 months. Besides, there were LUAN VAN CHAT LUONG download : add luanvanchat@agmail.5 million Facebook users at the average age of 34 or lower and higher proportion for male members than female. Lim (2012) also mentioned Vietnam reached the highest growth of 55% in Asia as of Quarter 2, 2012. Until August 2013, this number reached up to 19.6 million users, hold 21.
It also said that people use their working hours to access Facebook and other social networking sites (Nguyen, 2014). The considerable development and prevalence of social networking sites just in a very short time made a lot of organizations cannot overlook this opportunity. However, being able to understanding the profound reasons of the participation of social networking sites, businesspersons need to know what people think and feel from different aspects of an issue. Beneath the participation is the consciousness of benefits, analyzing human psychology toward the new trend can help the managers aware the factors affect to their success.
Applying suitable content marketing or integrated marketing for promotion strategy on social networking sites will bring the efficiency for their organization. Actually, there are many social networking sites in Vietnam such as Zing Me, tamtay, Linked in besides Facebook because the founders of each networking sites have their objective to create a site that could be suitable to different groups of people, e.g, teenagers or businesspersons. The point is one person can join in many networks at the same time and also can create several accounts in one site. Moreover, having many accounts on networking sites may lead to the overlap and whether or not it can bring more usefulness to the users.
LUAN VAN CHAT LUONG download : add luanvanchat@agmail.2 Research Problems In these couple of years in Vietnam, many people set up their own business through internet, particularly on networking sites, no matter how big or small, they keen on doing marketing and selling things through internet sites. The great strides of information and communication help them do business conveniently and economically. Without the consideration of product quality, the frequency of display and the views from other people are very important. On the other hand, those who care for their personal interests can do variety of things on networking sites to serve for their own purposes.
As stated above, Vietnam has very impressive figures about the number of people using social networking sites, so, what makes people get into social networking sites that much and to increase the participation of people into social networking sites, what are necessary things? Until now, the concept of social networking site is still fairly new but very prevalent in Vietnam. The population using social networking sites mainly falls into the young generation including adults, teenagers and under. Each of them may have at least an account on a social networking site to update their status and exchange their information regularly. Depending on their years of age, personalities and occupational properties, the users have more or less activities with it.
Besides, the reason of joining in social networking sites stems from different causes, for instance, individuals care for personal interests, while organizations think about their business, do some PR activities to pose on social networking sites. Depending on particular purposes and objectives, each subject will develop their account in an LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 4 appropriate way. They will considerably public their interesting information to attract more viewers than the others and encourage comments or shares. There is plenty of materials concern with social networking sites can be searched in the internet; however, these studies mostly focus on the United States market.
For instances, Lenhart and Madden (2008) gave some findings on social networking sites about profiles and friendship management in teenagers. They visit social networking sites daily or more often to keep in touch with the friends they see often (91 %) and the friends they seldom see (82%). There is 72% admitted they use the sites to make plans with friends, 49% use it to make new friends. Another study concludes trust and privacy are not matters within social networking sites, in the comparison of Facebook and MySpace (Dwyer et al.
It is said that the necessity of using social networking sites is to share information and develop relationships, the only different thing is the attitude or behavior of members on each site. Other studies were mentioning about others sides of social networking sites such as how risky it can bring (Ybarra & Mitchell, 2008) or its impact on lives (Hampton et al., 2011), basically about statistical figures of social networking sites. To sum up, these studies show many statistical data and its effects on society rather than present what kind of things affect to people‟s mind to make them participate in social networking sites. Since Vietnam has a diversified culture and unique traditions, there is transparently a gap between USA and Vietnam.
Furthermore, the youngsters are influenced by the knowledge, ideas from their fellows, the culture from outside Vietnam and different sources nowadays. It affects powerfully to their mind, their recognition and LUAN VAN CHAT LUONG download : add luanvanchat@agmail. The theories or studies about this topic especially in Vietnam are consequently significant and need to be supplemented to comprehend how the rapid growth of social networking sites accounts for the society. Therefore, this study is to examine the factors affect the attitude toward participating in social networking sites in Vietnam.3 Research objectives The overall objective of this study is to examine the factors affecting the attitude toward participating in social networking sites in Vietnam.
Specifically, it investigates: The relationship between Altruism and attitude toward participating in social networking sites. The relationship between Expected Relationship and attitude toward participating in social networking sites. The relationship between Reputation and attitude toward participating in social networking sites. The relationship between Community Identification and attitude toward participating in social networking sites.4 Research Scopes This study is to research the social networking sites in Vietnam, so, the scope of this research is restricted to all Vietnamese people but mostly in Hanoi and Ho Chi Minh.
Because these cities are the two biggest city of Vietnam with the huge number of population, have modern technology and stable infrastructure, people who are living in these areas have better facilities to access social networking sites than other people in other areas. Certainly, the respondents of this study must know about social networking LUAN VAN CHAT LUONG download : add luanvanchat@agmail.