UNIVERSITY OF ECONOMICS IN HO CHI MINH CITY International School of Business ------------------------------ TRUONG THI HOANG NGOC ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES: THE CASE OF FACEBOOK IN VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City -Year 2014 TIEU LUAN MOI download : skknchat@gmail.com UNIVERSITY OF ECONOMICS IN HO CHI MINH CITY International School of Business ------------------------------ TRUONG THI HOANG NGOC ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES: THE CASE OF FACEBOOK IN VIETNAM ID: 22120133 MASTER OF BUSINESS (Honours) SUPERVISOR: ASSOC. LE NGUYEN HAU Ho Chi Minh City -Year 2014 TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGEMENT At the first of my thesis, I would like to thank all those people who made this thesis possible and an unforgettable experience for my studying. Foremost, I would like to express my deep appreciation to my supervisor, Assoc. Le Nguyen Hau who instructed and helped me enthusiastically during period of the thesis.
Besides my supervisor, I am grateful to the supervisory board for providing me with their available advices and patient when I need. I would like to express my gratitude to all ISB staffs that supported necessary materials and helped summit my papers. Last but not the least; I would like give my special thanks my family for supporting me spiritually throughout my life. Ho Chi Minh City, December, 8, 2014 TRUONG THI HOANG NGOC TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES i ABSTRACT The rise of social networking sites in recent rise has aroused the discussion among 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 to open up new relationships on the internet. This study discusses antecedents of the adoption of social network sites the case of Facebook in Vietnam. Facebook is chosen for this study as it is the most popular online social networking sites.
A survey involving 279 respondents is conducted. The research finds out the three variables (initiating and maintaining relationships, privacy, and entertainment) had a positive influence to the intention to adopt Facebook of university students in Ho Chi Minh City, which completely matched with the discovery discussed in literature. The strongest positive relationship factor is entertainment to adopt Facebook. It is also found that the effective difference antecedent factors on the adoption of Facebook when the sample was related into two sub-groups based on the level of respondent’s extraversion.
Key words: adoption, social networking sites, Facebook, relationships, privacy, entertainment, extraversion. TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES ii TABLE OF CONTENTS ABSTRACT. i LIST OF TABLES. v LIST OF FIGURES.
SCOPE OF THE RESEARCH. LITERATURE REVIEW AND HYPOTHESES. TECHNOLOGY ACCEPTANCE MODEL (TAM). INTENTION TO ADOPT.
INITIATING AND MAINTAINING RELATIONSHIP. 20 TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES iii 3. SAMPLE AND DATA COLLECTION. DATA ANALYSIS METHODS.
Exploratory factor analysis (EFA). Multiple regression analysis. DATA ANALYSIS AND RESULTS … … … … … … … … … …. MEASUREMENT OF MEASUREMENT SCALES.
Exploratory factor analysis (EFA). EFA for independent variables. EFA for dependent variables. EFA for moderating variables.
Pearson correlation coefficient. HYPOTHESES TESTING USING MULTIPLE REGRESSIONS. Checking assumption of Multiple Regression. Assessment multicollinearity of independent variables.
Normality, linearity, homoscedasticity and outliers. Evaluating the model. Evaluating the independent of variables and checking hypotheses of model. Test the effect of moderating variables.
CONCLUSIONS AND IMPLICATIONS. 42 TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES iv 5. RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH. 53 BẢNG CÂU HỎI.
59 APPENNDIX 2: CRONBACH’S APLPHA WITH FULL FOR EACH CONSTRUCTS. 62 APPENNDIX 3: THE FIRST TIME RUNNING FACTOR ANALYSIS EIGENVALUES (FOR INDEPENDENT VARIABLES). 64 APPENNDIX 4: THE SECOND TIME RUNNING FACTOR ANALYSIS EIGENVALUES (FOR DEPENDENT VARIABLES). 65 APPENNDIX 5: THE THIRD TIME RUNNING FACTOR ANALYSIS – EIGENVALUES (FOR MODERATING VARIABLES).
66 APPENNDIX 6: HIGHT EXTRAVERSION. 67 APPENNDIX 7: LOW EXTRAVERSION. 68 TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES v LIST OF TABLES Table 1: Scales .17 Table 2: Cronbach’s alpha reliability .22 Table 3: Sample Description .25 Table 4: Cronbach’s alpha test results .28 Table 5: Rotated Component Matrix .30 Table 6: Factor loading of intention variable .31 Table 7: Factor loading of moderating variable .32 Table 8: EFA results .33 Table 9: Correlation among variables .34 Table 10: R Square value (R2).37 Table 13: Comparison of coefficients.39 LIST OF FIGURES Figure 1: The research model and hypotheses .14 Figure 2: Research process .69 Figure 4: Normal P-P Plot .70 ABBREVATIONS SNS: Social networking sites. TAM: Technology Acceptance Model.
FFM: Five- Factor Model. KMO: Kaiser-Meyor-Olkin. EFA: Exploratory Factor Analysis. TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 1 CHAPTER 1: INTRODUCTION The chapter introduces the research background, present the research problem as well as the scope of research.
Furthermore, the research structure is also outline. BACKGROUND In this new era, social networking sites (SNS) have achieved a dominant breakthrough. Millions of people are now attached with this and both online and conventional activities result in the expanded platform that affects conventional way of thinking. The popularity of social networking is highly demonstrable by the number of people using those (Cheung, Chiu & Lee, 2010).What motivated people to use social network has been an interesting not only in business but also in academic field as well.
Bartlett-Bragg (2007) defined social networks sites as a “range of applications that augments group interactions and shared spaces for collaboration, social connections, and aggregates information exchanges in a web-based environment” (p. While SNS have integrated a wide range of technical features, they basically consist of a “profile” and a list of “Friends” who are also users of the system (Boyd & Ellison, 2008). The user has complete control over the content of his or her profile, and in some SNS, its visibility to other users as well. Besides the “profile” and “Friends” list, these SNS offer “commenting” and “private messaging” features, photo-sharing and video-sharing capabilities too.
People are motivated to get involved in social network sites for a number of reasons. Making new friends, communicating, and connecting to other people are one of the prime reasons for using social networks (Lenhart & Madden, 2007). One of the most popular SNS is Facebook (Mazman & Usluel, 2010; Roblyer, McDaniel, Webb, Herman & Witty, 2010) which is clear leader of the social networking sector. Facebook is essentially a personalized profile of which users have complete control over its content.
A user’s profile can be viewed by other users in the same “network” by default, unless the profile owner specifies otherwise. According to Facebook statistics, its users spend over 700 billion minutes per month on Facebook. The Facebook phenomenon is happening all over the world. TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 2 Facebook is appropriate for the current study as it is the most popular online social networking site among university students.
Originally developed by Mark Zuckerberg, Dustin Moskovitz and Chris Hughes in 2004 at Harvard University in order to provide 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 interact with others (Roblyer et al. Facebook also allow individuals to share thoughts, ideas, pictures and other content with friends and family members, and to connect with either former or new friends, making the platform very popular with university students (Ellison, Lampe & Steinfield, 2007; Golder, Wilkinson & Huberman, 2007; Boyd & Ellison, 2008; Raacke & Bonds-Raacke, 2008). In addition, it creates an online social space where university students can build and maintain social capital with others (Ellison et al. It is particularly important for university students to build social capital with the industry (Chakrabarti & Santoro, 2004).
RESEARCH PROBLEMS Instead of maintaining a personal account, Facebook helps user, either individual or organization, to create and present information related to a specific subject such as brands, celebrity, or sports. The Facebook owner can then upload pictures, videos, or post messages in it. For people who are interested in the subject of the Facebook, they can easily subscribe it by clicking the “Like” button and post message in it to communicate with the business. Once subscribed, the updates of Facebook will be automatically shown 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 with each other. Considering the massive users’ base of Facebook and their intensive usage, major brands, such as Dell, Samsung. have created dedicated Facebook page to increase their presence in the cyber world and expect to build direct relationship with their customers. Many previous studies investigated the Internet uses and SNS adoption.
Whether TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 3 there was a systematic difference between people who used SNS and those who did not use, a study found that using a particular SNS was not randomly distributed among internet users (Hargittai, 2008). Many studies found that gender played a role in the internet uses (Hargittai & Shafer, 2006). Factors such as socioeconomic status have also been shown to predict the types of Internet uses (Madden & Rainie, 2003). Watkins (2009) also found that ethnicity played a role in SNS adoption.
However, to date, little research in Vietnam has explored what makes an individual engage in Facebook use. Facebook can be regarded as an information outlet for brands to reach massive potential customers with relatively low cost. Meanwhile, it could be beneficial to maintain customers’ loyalty as well as profitability. Understanding relationship between main factors affecting intention to adopt Facebook is an important role for social networking sites developers and enterprises to satisfy customers’ demand and to have available strategies in the social networking sites field.
RESEARCH PURPOSE Based on the research question, this study aims at identifying the influencing factors to the intention to adopt Facebook among university students to understand the features of social networking sites and the reasons which may affect users. The main objective of this study is to find factors which affect the intention to adopt Facebook; it also serves as reference to the operators of social networking websites. Consequently, in the term of the intention to adopt Facebook of users, the research questions of the research are raised as two following questions: What are the key factors affecting the intention to adopt Facebook of users in Vietnam? How is impact of these factors on intention to adopt Facebook of uses evaluated in Vietnamese context?. TIEU LUAN MOI download : skknchat@gmail.com ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 4 1.
SCOPE OF THE RESEARCH The research is conducted in Ho Chi Minh City with the respondents who are the university students in Ho Chi Minh City with various careers. The timeframe of research was carried out on August, 2014. RESEARCH STRUCTURE This thesis organizes in five chapters. The first chapter is the introduction chapter.
Furthermore, this chapter describes the overview of research background, research problem, research purpose. Hence, the scope of research and structure of research are also present. Chapter 2 is all about presenting previous research done on the stream of studies related to users’ intention to adopt Facebook. The chapter explains the history and development of Technology Acceptance Model and Theory of Reasoned Action.
This chapter covers literature review of the previous research and shows hypotheses, as well as the conceptual framework of the research.