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 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 PROF LE NGUYEN HAU Ho Chi Minh City -Year 2014 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 Prof 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 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 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES ii TABLE OF CONTENTS ABSTRACT i LIST OF TABLES v LIST OF FIGURES v ABBREVATIONS v CHAPTER INTRODUCTION 1.1 BACKGROUND 1.2 RESEARCH PROBLEMS 1.3 RESEARCH PURPOSE 1.4 SCOPE OF THE RESEARCH 1.5 RESEARCH STRUCTURE 1.6 SUMMARY CHAPTER LITERATURE REVIEW AND HYPOTHESES 2.1 TECHNOLOGY ACCEPTANCE MODEL (TAM) 2 INTENTION TO ADOPT 2.3 INITIATING AND MAINTAINING RELATIONSHIP 2.4 PRIVACY 2.5 ENTERTAINMENT 11 2.6 MODERATING VARIABLE 12 2.7 RESEARCH FRAMEWORK 13 2.8 SUMMARY 14 CHAPTER RESEARCH METHODS 16 3.1 RESEARCH PROCESS 16 3.2 QUESTIONNAIRE 17 3.2.1 Measurement scales 17 3.2.2 Draft questionnaire 20 3.3 PILOT STUDY 20 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 3.4 iii SAMPLE AND DATA COLLECTION 21 3.4.1 Sampling 21 3.4.2 3.5 Data collection 22 DATA ANALYSIS METHODS 22 3.5.1 Reliability analysis 22 3.5.2 Exploratory factor analysis (EFA) 23 3.5.3 3.6 Multiple regression analysis 23 SUMMARY 24 CHAPTER DATA ANALYSIS AND RESULTS … … … … … … … … … … 4.1 DESCRIPTIVE ANALYSIS 25 4.2 MEASUREMENT OF MEASUREMENT SCALES 26 4.2.1 Reliability analysis 26 4.2.2 Exploratory factor analysis (EFA) 29 4.2.2.1 EFA for independent variables 29 4.2.2.2 EFA for dependent variables 31 4.2.2.3 EFA for moderating variables 31 4.2.3 Pearson correlation coefficient 33 4.3 HYPOTHESES TESTING USING MULTIPLE REGRESSIONS 35 4.3.1 Checking assumption of Multiple Regression 35 4.3.1.1 Sample size 35 4.3.1.2 Assessment multicollinearity of independent variables 35 4.3.1.3 Normality, linearity, homoscedasticity and outliers 35 4.3.2 Evaluating the model 35 4.3.3 Evaluating the independent of variables and checking hypotheses of model 37 4.3.4 Test the effect of moderating variables 38 4.4 SUMMARY 41 CHAPTER CONCLUSIONS AND IMPLICATIONS 42 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES iv 5.1 RESEARCH OVERVIEW 42 5.2 RESEARCH FINDINGS 42 5.3 MANAGERIAL IMPLICATIONS 44 5.4 RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 45 REFERENCES 46 QUESTIONNAIRE 53 BẢNG CÂU HỎI 56 APPENDICES 59 APPENNDIX 1: DESCRIPTIVESTATISTICS 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 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) 36 Table 11: Anova 37 Table 12: Coefficients .37 Table 13: Comparison of coefficients 39 LIST OF FIGURES Figure 1: The research model and hypotheses 14 Figure 2: Research process .16 Figure 3: Histogram 69 Figure 4: Normal P-P Plot 69 Figure 5: Scatterplot 70 ABBREVATIONS SNS: Social networking sites TAM: Technology Acceptance Model FFM: Five- Factor Model KMO: Kaiser-Meyor-Olkin EFA: Exploratory Factor Analysis ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 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 1.1 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.3) 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 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 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., 2010) 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., 2007; Lytras & Garcia, 2008) It is particularly important for university students to build social capital with the industry (Chakrabarti & Santoro, 2004) 1.2 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 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 56 BẢNG CÂU HỎI Tôi tên Trương Thị Hoàng Ngọc học viên cao học Viện Đào Tạo Quốc Tế (ISB)-Trường Đại Học Kinh Tế TPHCM Hiện nghiên cứu đề tài “ Tiền đề việc chấp nhận càc trang mạng xã hội- Facebook” Tôi mong nhận hỗ trợ bạn cách trả lời bảng câu hỏi khảo sát bên Các câu trả lời khách quan bạn có ý nghĩa lớn mục đích nghiên cứu khoa học Chân thành cảm ơn bạn! Trương Thị Hoàng Ngọc! Xin vui đánh dấ ựa chọn: ữ Xin cho biết giới tính bạn? Xin vui lòng cho biết bạn sinh viên năm mấy? Hiện bạn có tài khoản Facebook khơng? (Nếu bạn chưa có tài khoản khơng cần trả lời câu hỏi 4, 5,30) Bạn có tài khoản Facebook năm ? - - Số lần đăng nhập vào Facebook ngày? ầ -3 lầ -4 lần) ần) Xin vui lịng đánh dấu X vào sơ phù hợp với ý kiến bạn (1= Hồn tồn khơng có ý kiến, = Khơng đồng ý, = Khơng có ý kiến (Trung hịa), = Đồng ý, = Hoàn toàn đồng ý) Thang Đo S T Nội Dung Câu Hỏi T Tôi cho sử dụng FB giúp kết nối với người bạn Tôi cho sử dụng FB giúp giữ liên lạc với bạn ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES bè Tôi cho sử dụng FB giúp thông tin liên lạc với bạn bè gia đình Tơi cho sử dụng FB giúp tơi chia sẻ thơng tin với bạn bè gia đình Tôi cho thông tin cá nhân mà tơi cung cấp FB bảo đảm an tồn Tôi cho FB không sử dụng phương tiện khơng thích hợp để thu thập liệu cá nhân Tôi cho FB không yêu cầu thông tin cá nhân không liên quan Tôi cho FB không sử dụng thông tin cá nhân tơi cho mục đích khác Tơi cho FB cung cấp cách khác để bảo vệ tài khoản 10 Tôi cho sử dụng FB giúp tơi giải trí 11 Tơi cho sử dụng FB giúp vui chơi 12 Tôi cho sử dụng FB giúp cảm thấy thoải mái 13 Tôi cho sử dụng FB giúp giết thời gian buồn chán 14 Tôi cho sử dụng FB cho nhiều nềm vui 15 Tôi muốn có nhiều người xung quanh tơi 16 Tơi dễ dàng cười 17 Tơi khơng coi người hạnh phúc vui vẻ 18 Tôi thực thích nói chuyện với người 19 Tơi thích nơi náo nhiệt 20 Tôi người lạc quan vui vẻ 21 Tôi người động 22 Tơi thường thích làm thứ 57 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 23 Tôi thường cảm thấy bùng nổ lượng 24 Tơi thích làm theo cách riêng làm theo hướng dẫn người khác 25 Tôi sống sống bận rộn 26 Tôi người vui vẻ sống động 27 Tôi (vẫn) mở tài khoản Facebook tương lai 28 Tơi muốn (vẫn) có Facebook thời gian sớm 29 Tơi có ý định ( vẫn) sử dụng Facebook 58 30 Xin cho biết tỷ lệ bạn đọc người khác viết viết cho người khác đọc nào? ọc người khác viết – 10% viết cho người khác đọc ọc cuẩ người khác viết – 30% viết cho người khác đọc ọc người khác viết – 50% viết cho người khác đọc ọc người khác viết – 70% viết cho người khác đọc ọc người khác viết – 90% viết cho người khác đọc ọc người khác viết – 70% viết cho người khác đọc Chân thành cảm ơn giúp đỡ bạn! ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 59 APPENDICES APPENDIX 1: DESCRIPTIVE STATISTICS Statistics GENDER N Valid STUDENT ACCOUNT TIME ACCESS PERCENT (READINGWRITING) 279 279 279 252 252 252 0 27 27 27 Mean 1.5556 2.6165 1.0968 2.3929 2.3770 2.2579 Median 2.0000 3.0000 1.0000 2.0000 2.0000 2.0000 2.00 4.00 1.00 2.00 2.00 1.00 49780 1.10584 29618 71997 1.00435 1.57196 Minimum 1.00 1.00 1.00 1.00 1.00 1.00 Maximum 2.00 4.00 2.00 4.00 4.00 5.00 Missing Mode Std Deviation GENDER Frequency Valid Percent Cumulative Percent Valid Percent Male 124 44.4 44.4 44.4 Female 155 55.6 55.6 100.0 Total 279 100.0 100.0 STUDENT Frequency Valid Percent Valid Percent Cumulative Percent Freshman 58 20.8 20.8 20.8 Sophomore 70 25.1 25.1 45.9 Junior 72 25.8 25.8 71.7 Senior 79 28.3 28.3 100.0 Total 279 100.0 100.0 ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES 60 ACCOUNT Frequency Valid Percent Valid Percent Cumulative Percent Yes 252 90.3 90.3 90.3 No 27 9.7 9.7 100.0 279 100.0 100.0 Total FACEBOOK MEMBERSHIP Frequency Valid < 1year Cumulative Percent Valid Percent 15 5.4 6.0 6.0 143 51.3 56.7 62.7 4