INTRODUCTION
BACKGROUND
In today's digital age, social networking sites (SNS) have become incredibly influential, connecting millions of users and transforming traditional modes of interaction The widespread use of these platforms is evident in their user statistics (Cheung, Chiu & Lee, 2010), prompting interest in the motivations behind their popularity This phenomenon is significant not only in the business sector but also in academic research, as understanding user engagement on social networks has become a key area of study.
Social networking sites (SNS) are defined as applications that enhance group interactions and facilitate collaboration, social connections, and information sharing in an online environment (Bartlett-Bragg, 2007) These platforms typically feature a user profile and a list of friends who are also part of the system (Boyd & Ellison, 2008) Users have full control over their profile content and, in some cases, can manage its visibility to other users.
Social networking sites offer features such as commenting, private messaging, and the ability to share photos and videos Users are driven to engage with these platforms for various reasons, with the primary motivations being the desire to make new friends, communicate, and connect with others (Lenhart & Madden, 2007).
Facebook stands out as a leading social networking site, with users enjoying complete control over their personalized profiles By default, these profiles are accessible to others within the same network, unless privacy settings are adjusted According to Facebook statistics, users collectively spend over 700 billion minutes on the platform each month, highlighting its global influence and popularity.
Facebook is the leading social networking site among university students, originally created in 2004 by Mark Zuckerberg, Dustin Moskovitz, and Chris Hughes at Harvard University to facilitate communication and information sharing among classmates The platform allows users to connect with friends and family, share thoughts, ideas, and content, making it especially appealing to the university demographic Additionally, Facebook serves as an online space for students to build and maintain social capital, which is crucial for networking with the industry.
RESEARCH PROBLEMS
Facebook enables individuals and organizations to create dedicated pages to share information about specific topics like brands, celebrities, or sports Users can upload photos, videos, and messages, while followers can easily subscribe by clicking the "Like" button to receive updates directly on their personal feeds This fosters a social environment for interaction and information sharing With its vast user base, major brands like Dell and Samsung leverage Facebook pages to enhance their online presence and cultivate direct relationships with customers.
Numerous studies have explored internet usage and the adoption of social networking sites (SNS), revealing that the use of specific SNS is not randomly distributed among users (Hargittai, 2008) Research indicates that gender influences internet usage patterns (Hargittai & Shafer, 2006), while socioeconomic status is also a significant predictor of the types of internet activities individuals engage in (Madden & Rainie, 2003).
Research from 2009 indicated that ethnicity influences social networking site (SNS) adoption, yet there is limited exploration into the factors driving Facebook engagement in Vietnam Facebook serves as a cost-effective platform for brands to connect with a vast audience, enhancing customer loyalty and profitability.
Understanding the key factors influencing the intention to adopt Facebook is crucial for social networking site developers and businesses This knowledge enables them to meet customer demands effectively and to formulate strategic approaches within the social networking landscape.
RESEARCH PURPOSE
This study aims to identify the factors influencing university students' intention to adopt Facebook, focusing on the features of social networking sites and the reasons affecting user engagement The primary objective is to uncover the elements that impact the intention to use Facebook, providing valuable insights for operators of social networking platforms.
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?.
SCOPE OF THE RESEARCH
The study was conducted in Ho Chi Minh City, focusing on university students from diverse fields of study The research took place in August 2014, gathering insights from this vibrant demographic.
RESEARCH STRUCTURE
This thesis is structured into five chapters, beginning with an introductory chapter that outlines the research background, identifies the research problem, and states the research purpose Additionally, it defines the scope of the research and presents the overall structure of the thesis.
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
Chapter 3 introduces research methodology and use to test the research model in previous session It presents the research process, questionnaire, sample and data collection and data analysis methods The measurement scales apply for the research factors will be determined clearly and suitably This chapter also defines how to collect data and analyze the data collected to test the research hypotheses proposed in chapter 2
Chapter 4 translates data collected from survey, analyses data as well as discusses the result finding in connection with research model This chapter explains the empirical part of the study This part discusses the method for collecting data used to test the hypothesis, and it analyses the data received, its reliability and multiple regression
The last chapter, chapter 5 discusses the results and research finding This chapter concludes research overview, research findings, managerial implications, research limitations and directions for future research
References and appendixes are included in the end of thesis.
SUMMARY
This research explores the background and problem statement surrounding the use of Facebook in Vietnam, specifically focusing on university students in Ho Chi Minh City By narrowing the scope, the study aims to provide a detailed examination of how this demographic engages with the platform.
Social networking sites, particularly Facebook, offer significant opportunities for users and businesses to promote their products and services globally This is especially evident in Ho Chi Minh City, where the popularity of SNS is undeniable While it may appear that there is little to explore regarding user acceptance of Facebook, given its widespread utility, it is crucial to identify the factors influencing users' intentions to adopt these platforms.
LITERATURE REVIEW AND HYPOTHESES
TECHNOLOGY ACCEPTANCE MODEL (TAM)
The Technology Acceptance Model (TAM), developed by Davis in 1989, effectively predicts individual acceptance of information technologies such as email and software applications (Venkatesh & Davis, 2000) TAM aims to assess how external factors influence internal variables like attitude and intention (Kwon & Wen, 2010) Its popularity among information systems researchers stems from its strong psychological foundation, its simplicity as a guideline for successful system development, and its proven robustness across various contexts and technologies (Venkatesh & Davis, 2000) Rooted in the Theory of Reasoned Action (TRA), which explains the influence of attitude and subjective norms on behavioral intention (Fishbein & Ajzen, 1975), TAM has been instrumental in understanding user acceptance of information systems Extensive testing has demonstrated TAM's reliability and validity, leading researchers to extend the model by incorporating additional variables relevant to specific technologies For instance, Kamarulzaman (2007) enhanced TAM by integrating personal and cognitive influences in his study on internet shopping adoption, while Thongmark (2013) modified it to include instructor and student characteristics in the context of social network systems in educational settings.
This research builds upon existing studies by utilizing the Technology Acceptance Model (TAM) as its foundational framework, while also extending the model to incorporate additional variables deemed significant for understanding Facebook adoption in Vietnam.
The behavioral intention measure aims to assess the intent to utilize new media production tools for professional purposes Social psychology researchers have long been interested in understanding individual behavior, primarily through the lens of the theory of planned behavior (TPB) developed by Ajzen in 1991 This model, widely applicable across various domains, suggests that behavioral intention is influenced not only by individual attitudes but also by subjective norms—perceptions of social pressure to engage in a behavior—and perceived behavioral control, which refers to the perceived constraints on one's ability to perform that behavior.
In 1986, Davis introduced the "Technology Acceptance Model" in his doctoral thesis, which has since been extensively studied and refined by researchers This model is grounded in the "attitude-behavior" paradigm, suggesting that actual behavior is determined by behavioral intention, which is influenced by attitudes, and attitudes are ultimately shaped by beliefs.
User intention is a crucial factor that indicates a user's willingness to register with social networking sites (SNS), serving as a prerequisite for actual usage Previous research has established that use intention is a dependable variable, demonstrating a direct correlation between user intention and actual behavior Consequently, use intention effectively predicts user behavior on these platforms.
INITIATING AND MAINTAINING RELATIONSHIP
Research has primarily concentrated on how Facebook facilitates the initiation and maintenance of relationships Studies indicate that friendships can significantly influence individuals' behavior and thought processes, leading to notable similarities among friends (Van Duijn et al., 2003) Social networking sites (SNS) like Facebook enhance existing connections by keeping users informed about their contacts' activities and affairs The applications on Facebook prioritize user-friendliness over innovative technology, focusing on simplicity for a better user experience.
Facebook serves as a powerful platform for fostering connections and enhancing interactions among users, allowing them to stay in touch with friends, family, and professional contacts (Shin, 2010; Golder et al., 2007) Research indicates that Facebook not only helps users maintain existing relationships but also facilitates the development of new online connections with individuals who share similar interests By enabling users to track others within their communities, Facebook promotes relationship building and encourages meaningful discussions, ultimately bringing people closer together (Ellison et al., 2010).
2007) Raacke and Bonds-Raacke (2008) found that the vast majority of college students use Facebook for making new friends and locating old acquaintances Stern and Taylor
A study conducted in 2007 revealed that the majority of Facebook users primarily utilize the platform to maintain existing relationships, with only a minority actively seeking to meet new people or initiate new connections.
Facebook has become an integral part of daily life for many, serving as a primary platform for communication and social interaction Research indicates that it is particularly useful for maintaining long-distance relationships, facilitating instant communication among users separated by geography (Golder et al., 2007) A study by Bryant and Marmo (2009) highlighted that college students employ various strategies for relationship maintenance on Facebook, primarily focusing on casual connections and acquaintances, while closer relationships, such as those with close friends and romantic partners, are often nurtured through other forms of media This leads to the first hypothesis: Facebook is more effective for maintaining casual relationships than for close personal connections.
H1: There is a positive impact of initiating and maintaining relationships on the intention to adopt Facebook.
PRIVACY
Social networking sites have significantly altered privacy dynamics among friends and acquaintances, heightening concerns over information privacy Defined as the interest individuals have in controlling their personal data (Clarke, 1988), information privacy has become increasingly important Research by Sheehan and Hoy (1999) indicates that rising privacy concerns lead to a decrease in website registrations Ensuring privacy and security is essential for building customer trust in any website (Belanger, Hiller & Smith, 2002), a principle that should also apply to various social networking platforms.
Social interaction in real life fosters diverse relationships among individuals, whereas social networking sites simplify these connections to a binary choice of being friends or not (Gross & Acquisti, 2005) While some users are open to connecting with anyone, others exercise more caution, leading to a tendency to accept friend requests from acquaintances they may not fully trust This dynamic raises significant privacy concerns, as unsuspecting users face heightened risks, emphasizing the critical need for robust privacy protection on these platforms.
Research by Bart, Shankar, Sultan, and Urban (2005) highlights that privacy is a crucial factor in building trust on community websites, where information sharing is common, making users more vulnerable to privacy risks Dwyer, Hiltz, and Passerini (2007) found that users of social networking sites prefer their personal contact information, such as email and phone numbers, to remain private In response to these privacy concerns, many social networking platforms have implemented features that allow users to keep their information confidential However, the need for protection extends to the platforms themselves, as users seek assurance regarding their privacy.
Privacy is a critical concern for users of social networking sites (SNS), as personal information such as name, address, email, phone number, and details about education and employment can be publicly shared Users have the ability to control the visibility of their information, choosing whether it can be seen by the public, friends-of-friends, or just friends This highlights the importance of understanding privacy settings, as individuals may prefer to share their information with a select group while keeping it hidden from others, including certain friends.
Facebook prioritizes the protection of its users' personal information, allowing them to control how their data is shared with various applications With a range of privacy settings, users can determine who sees their posts, alleviating concerns about message exposure and fostering easier interactions However, as noted by Van Dyke, Midha, and Nemati (2007), high privacy concerns persist among Facebook users The requirement for substantial personal information during membership can undermine trust and limit users' willingness to engage or transact online Thus, the second hypothesis is proposed.
H2: There is a positive impact of privacy on the intention to adopt Facebook.
ENTERTAINMENT
Entertainment is the ability to satisfy an audience's desire for aesthetic enjoyment, fun, and emotional pleasure It stems from the enjoyment and relaxation found in social interactions Social Networking Sites (SNS) like Facebook are recognized as significant sources of entertainment, offering users excitement and enjoyment while fostering a sense of connectedness Many individuals turn to Facebook for entertainment, engaging in activities such as exploring fictional identities and overcoming virtual challenges.
Research indicates that user entertainment is crucial for the success of various technologies, particularly social media platforms like Facebook, where entertainment is a primary reason for usage (Dogruer, Menevis & Eyyam, 2011) Entertainment significantly influences both the intention to use and the actual usage of websites Van der Heijden (2003) introduced the concept of entertainment to elucidate consumer behavior online, highlighting that the enjoyment derived from using a product or service is more important than its performance outcomes This notion aligns with the ideas of perceived enjoyment and playfulness, which are essential factors in motivating users to engage with blogs and other hedonic systems.
Research indicates that perceived enjoyment significantly influences users' intentions to adopt technologies, particularly in activities like web browsing Moon and Kim (2001) defined entertainment as the pleasure derived from engaging in specific behaviors, highlighting its crucial role in users' acceptance of the Internet Furthermore, entertainment serves as a key motivator for students' use of social media platforms such as Facebook.
2009) Therefore the third hypothesis is proposed as follows:
H3: There is a positive impact of entertainment on the intention to adopt Facebook.
MODERATING VARIABLE
Research has extensively explored how personality influences individuals' media usage patterns, particularly online Since people have diverse social and psychological backgrounds, these factors can significantly impact their motivations for using various media to meet personal needs Notably, the expression of one personality trait may vary depending on the presence of another, indicating that personality characteristics interact to shape online behavior To enhance this research model, the extraversion of personal orientation is introduced as an additional moderating variable.
The Five-Factor Model (FFM) is the leading framework for personality research, identifying five key traits: neuroticism, extraversion, openness to experience, agreeableness, and conscientiousness (McCrae & John, 1992) Among these, extraversion stands out, representing an individual's sociability and outgoing nature Extraverts are characterized by their desire for external stimulation, often being talkative, friendly, and socially engaged This trait encompasses a person's inclination towards social behavior and the experience of positive emotions, highlighting their energetic and assertive approach to interactions (Ross et al., 2009).
Research indicates that extraversion is a key trait influencing participation in social networking sites (SNS), as highlighted by studies such as those by Danowski & Zywica (2008) and Fornasier et al (2010) Despite its significance, the role of extraversion in technology and service adoption has been explored by only a few scholars Recent investigations have increasingly focused on the behaviors of extroverts within SNS, revealing that extraversion positively affects internet usage (Kiesler et al., 2002) and engagement with SNS (Ross et al., 2009) Furthermore, Devaraj, Easley, and Crant (2008) found that extraversion significantly influences users' intentions to adopt technology Various studies have also shown that extraversion impacts the acceptance of platforms like Facebook to varying degrees, underscoring its relevance in understanding social media participation.
Research indicates that individuals with high extraversion exhibit distinct preferences for website design compared to those with low extraversion A study by Ross et al (2009) revealed that highly extroverted individuals are more likely to join virtual groups Furthermore, experts agree that the extravert personality factor significantly influences social networking usage Consequently, it is anticipated that extraversion will affect user intentions, leading to the formulation of the fourth hypothesis.
H4: The impacts of the above-mentioned antecedents on intention to use Facebook are moderated by personal orientation (extraversion).
RESEARCH FRAMEWORK
This research framework illustrates the interplay between three independent variables—initiating and maintaining relationships, privacy, and entertainment—and their collective influence on the dependent variable, the intention to adopt Facebook.
It also shows the effecting of personal orientation (extraversion) as moderating variable on the impacts of the above-mentioned antecedents on intention to use Facebook
Base on above literature reviews, the relationship between factors affect to the intention to adopt Facebook is briefly described in the figure 1:
Figure 1: The research model and hypotheses
The hypotheses of this research include:
H1: There is a positive impact of initiating and maintaining relationships on the intention to adopt Facebook
H2: There is a positive impact of privacy on the intention to adopt Facebook
H3: There is a positive impact of entertainment on the intention to adopt Facebook
H4: The impacts of the above-mentioned antecedents on intention to use Facebook are moderated by personal orientation (extraversion).
SUMMARY
This study is grounded in the Technology Acceptance Model, the Theory of Reasoned Action, and the Theory of Planned Behavior, as these frameworks have proven effective in previous research on information systems These models highlight key determinants that influence user acceptance and adoption of social networking sites (SNS), such as Facebook, regardless of whether past studies explicitly utilized these theoretical frameworks.
Three key factors influencing the intention to use Facebook are initiating and maintaining relationships, privacy, and entertainment This research focuses on these determinants and explores how they impact Facebook adoption, particularly considering the moderating effect of users' levels of extraversion.
The literature review provides a solid foundation for creating a research model that assesses the factors influencing users' intentions to adopt Facebook and their decision-making process regarding its use.
RESEARCH METHODS
RESEARCH PROCESS
This study employed a two-phase research methodology Initially, qualitative research was conducted to identify models, factors, and appropriate measurement variables specific to Ho Chi Minh City (HCMC) A questionnaire was developed based on previous studies and underwent a pilot test to assess the effectiveness and clarity of the questions The pilot test aimed to refine relevant items and finalize the questionnaire The second phase utilized a quantitative survey as the primary method, focusing on identifying factors that influence the intention to adopt Facebook.
Research process includes the steps as illustrated in Figure 2:
The draft of questionnaire Pilot test
Assessment of measurement (Cronbach alpha, EFA)
Testing of hypotheses (Standard multiple regression)
QUESTIONNAIRE
This study employs validated scales to assess individual behaviors regarding Facebook adoption, utilizing previously developed items for enhanced reliability To measure the aspects of Initiating and Maintaining Relationships, three items were adapted from Dholakia, Bagozzi, and Pearo (2004) and Neelotpaul (2013) Privacy items were sourced from Neelotpaul (2013) and Ariyachandra and Bertaux (2009), while Entertainment items were adapted from the same authors The intention to adopt Facebook was also measured using items from Ariyachandra and Bertaux (2009) To evaluate extraversion, the Extraversion subscale from the Dutch NEO Five-Factor Inventory was utilized, with participants rating their agreement on a 12-item scale, where higher scores indicate greater extraversion Modifications were made to fit the context of this study, and additional demographic items, including gender, were included All scales used a 5-point Likert scale, ranging from "strongly disagree" to "strongly agree."
IMR01 Able to connect and socialize with new persons through Facebook
Using Facebook enables me to connect and socialize with new persons
IMR02 To stay in touch Using Facebook enables me to stay in touch with friends
IMR03 To have something to do with other
Using Facebook enables me to communication with friends and family
IMR04 Using Facebook enables me to share information with friends and family
PRI05 The personal information that I provide on web site is secure
The personal information that I provide on the Facebook is secure
PRI06 Web site will not use unsuitable methods to collect my personal data
Facebook does not use unsuitable methods to collect my personal data
PRI07 Web site does not ask for irrelevant personal information
Facebook does not ask for irrelevant personal information
PRI08 Web site does not apply my personal information for other purposes
Facebook does not apply my personal information for other purposes
PRI09 Facebook provides multiple ways to protect one’s account
Facebook provides multiple ways to protect my account
ENT10 To be entertained Using Facebook enables me to be entertained
ENT11 To play Using Facebook enables me to play
ENT12 To relax Using Facebook enables me to relax
ENT13 To pass the time away when bored
Using Facebook enables me to pass the time away when bored
ENT14 Using Website gives me a lot of pleasure
Using Facebook gives me a lot of pleasure
Extraversion EXT15 I like to have a lot of I like to have a lot of
2011) people around me people around me EXT16 I laugh easily I laugh easily
EXT17 I don’t see myself as a happy and cheerful person
I don’t see myself as a happy and cheerful person
EXT18 I really enjoy talking to people
I really enjoy talking to people
EXT19 I like to be at places where something is going on
I like to be at places where something is going on
EXT20 I am not a cheerful optimist
EXT21 I am a very active person I am a very active person
EXT22 I would usually prefer to do thing alone
I would usually prefer to do thing alone
EXT23 I often feel like I am bursting of energy
I often feel like I am bursting of energy
EXT24 I would rather go my own way than I would give guidance to others
I would rather go my own way than I would give guidance to others
EXT25 I live a hectic life I live a hectic life
EXT26 I am a cheerful and lively person
I am a cheerful and lively person
INT27 I will use social networking site frequently in the future
I will adopt Facebook site in the future
INT28 I expect to use social networking site in the near future
I expect to adopt Facebook in the near future
INT29 I intend to use social networking Website
A five-point Likert scale questionnaire was utilized to gather data on the research model factors, ensuring content validity by adapting items from previous studies The measurement items focused on initiating and maintaining relationships, privacy, entertainment, extraversion, and the intention to adopt Facebook, as detailed in section 3.2.1 on measurement scales.
The questionnaire consists of two main parts:
Part 1: General information to get information about the respondent’s using Facebook (open accounts, access Facebook ) This information helps select the target respondent to study
Part 2: The main information includes statements (questions) are based on a scale of measurement was proposed for the research The items were measured on the Likert 5- point scale from 1 to 5 (1 = “strongly disagree”, 2 = “disagree”, 3 = “neutral”, 4 “agree”, 5 = “strongly agree”)
The survey questions were translate from English to Vietnamese by the researcher and edited by other.
PILOT STUDY
The research scales were adapted from previous studies conducted in different cultural contexts and economic conditions, necessitating a pilot study to refine the variables This pilot study aimed to ensure that the Vietnamese translations of the scales were clear and comprehensible for respondents, minimizing confusion Conducted in Ho Chi Minh City, the pilot test involved distributing translated questionnaires to students, who returned their responses within three days Based on this feedback, minor adjustments were made to the questionnaire to enhance clarity and understanding for the Vietnamese-speaking participants.
SAMPLE AND DATA COLLECTION
The reliability and validity of the variables were assessed using Cronbach’s Alpha and Exploratory Factor Analysis (EFA) Subsequently, multiple regression analysis was employed to evaluate the model and test the hypotheses It was essential to ensure that the sample size was sufficient for accurate analysis.
Research indicates that an effective sample size for statistical analysis should generally be 100 or more Specifically, for standard multiple regression analysis, the recommended sample size is calculated as n > 50 + 8m, where m represents the number of independent variables.
Hence, the required sample is: n > 50 + 8*3 = 74
Thus, the minimum sample size is 100
The sample size for this research was determined using multivariable analysis techniques, specifically factor analysis and multiple regression methods For factor analysis, it is recommended that the sample size be at least five times the number of factors analyzed, with a minimum of 100 observations; given that 29 variables are involved, the minimum sample size should be 145 (29x5) Additionally, for the multiple regression method, the sample size must meet the formula nP + 15m, where m represents the number of independent variables With three independent variables in the initial research model, the minimum sample size required is 95 (50 + 15*3).
This research determined that the minimum sample size required is 145 participants However, the actual data collection yielded 279 respondents from the questionnaire survey, exceeding the necessary sample size and fulfilling the research requirements.
A quantitative survey was conducted over four weeks with a sample of 295 university students in Ho Chi Minh City, utilizing convenience sampling methods The primary data for this research was gathered through questionnaires completed by the respondents.
In August 2014, a quantitative online survey was conducted in Ho Chi Minh City using a questionnaire, resulting in 295 responses, of which 279 were deemed usable, achieving an impressive response rate of 94.6 percent.
DATA ANALYSIS METHODS
All completed questionnaires are thoroughly reviewed, coded, and the raw data is entered into IBM SPSS Statistics version 20 To assess the reliability and validity of the measurement scales, Cronbach’s alpha and exploratory factor analysis are employed Subsequently, multiple regression analysis is conducted to interpret the results from both managerial and statistical perspectives (Hair et al., 2010).
George and Malley (2003) emphasize that Cronbach’s alpha is merely one criterion for evaluating measurement instruments, as it only assesses whether the items are consistent with each other, without confirming if they accurately measure the intended attribute Therefore, it is essential to also evaluate scales based on their content and construct validity Techniques for this evaluation are outlined by George and Malley (2003, cited in Matkar, p.94).
Table 2: Cronbach’s alpha reliability coefficient
Cronbach’s alpha Internal consistency a = 0.9 Excellent
0.8 = a < 0.9 Good 0.7 = a < 0.8 Acceptable 0.6 = a < 0.7 Questionable 0.5 = a < 0.6 Poor a < 0.5 Unacceptable
Also, the corrected item - total correlation values should be at least 3 to ensure each of items was measuring the same from the scale as a whole (Pallant, 2011)
Norris and Lecavalier (2010) proposed that Exploratory Factor Analysis (EFA) relies on a testable model, which can be assessed for its alignment with the hypothesized population model through fit indices that aid in interpretation The primary goal of EFA is to uncover latent constructs that underlie a collection of manifest variables However, it is essential to meet certain requirements for EFA to be valid (Pallant, 2011).
To ensure statistical validity, a minimum sample size of 145 cases is required, calculated as five observations per item in a conceptual model with 29 items With an actual sample size of 279, this study exceeds the necessary threshold, thereby fulfilling the sample size requirement for robust analysis.
Kaiser-Meyor-Olkin (KMO) test must be equal or above 6 (Tabachnick & Fidell,
Barllett’s test of sphericity should have significant less than 5%
In order to extract factors, the eigenvalue of factors must be greater than 1 (Kaiser,
Hair et al (2010) highlighted the distinction between the actual and predicted values of a dependent variable, indicating that random errors can arise when forecasting sample data This discrepancy is referred to as the residual (𝜀 or e).
Based on these studies, the multiple regression formula will be
Y = a + ò1X1 + ò1X1+ + ònXn+ 𝜀 Where in: a: is constant
Y: is the dependent variable ò: is called beta weight, standardized regression coefficient, or beta coefficient
X: is the predictor entered into the equation in a single step
Meyers, Gamst, and Guarino (2006) highlight the significance of R², which measures the proportion of variance in the dependent variable explained by the complete regression model A higher R² value signifies enhanced explanatory power of the regression equation (Hair et al., 2010).
SUMMARY
After cleaning the collected data and removing invalid questionnaires, the analysis was conducted using SPSS (Statistical Package for Social Sciences) The process began with summarizing and analyzing the demographic profile of respondents Next, the reliability of the measurement items was confirmed through Cronbach’s alpha Following this, the correlation between independent and dependent variables was examined using the Varimax rotation method Finally, standard multiple regression analysis was applied to determine the statistical significance of the model and the predictive power of each independent variable in relation to the intention to adopt Facebook.
DATA ANALYSIS AND RESULTS … … … … … … … … … … 2 5 4.1 DESCRIPTIVE ANALYSIS
HYPOTHESES TESTING USING MULTIPLE REGRESSIONS
4.3.1 Checking assumption of Multiple Regression
The study included 279 respondents, exceeding the minimum required sample size of 145 for multiple regression analysis, ensuring that the sample size needed for accurate results was met.
4.3.1.2 Assessment multicollinearity of independent variables
The analysis of Coefficient Table 12 revealed high tolerance indicators ranging from 735 to 834, exceeding the minimum threshold of 10 Additionally, the VIF values, which are the inverse of tolerance, remained below the acceptable limit of 2, indicating a strong performance Therefore, it can be concluded that multicollinearity among the independent variables is not an issue.
4.3.1.3 Normality, linearity, homoscedasticity and outliers
The histogram depicted in Figure 3 indicates a reasonable normal distribution for all variables, with a mean close to 0 and a standard deviation of approximately 0.995, confirming that the assumption of normality holds Furthermore, the Normal Probability Plot (P-P) of the Regression Standardized Residual shows that most scores are concentrated around the center and the 0 point, as illustrated in Figure 4.
The analysis of Scatterplot Figure 5 indicated that outliers were predominantly within the range of -3 to +3, suggesting the absence of heteroskedasticity This finding confirms the suitability of employing multiple linear regression for the sample data.
Since all the assumptions of multiple regressions were met, the regression results were analyzed further to test the hypotheses of this research
The multiple regression analysis is an advanced extension of correlation, where one variable (the dependent variable) can be predict based on a number of variables
Multiple regression analysis is essential for testing models and hypotheses, providing insights into the overall model and the individual contributions of each factor Two critical statistical measures are the squared multiple correlation coefficient (R²) and the standardized coefficient weight (beta weight) R² indicates the proportion of variance in the dependent variable, such as the intention to adopt Facebook, that is explained by the model's predictor variables In contrast, the beta value signifies the importance of each independent variable in predicting the dependent variable Both R² and beta values range from 0 to 1.0, with values closer to 1.0 indicating a stronger relationship A summary of the multiple regression analysis is presented in Table 8.
Model R R Square Adjusted R Square Std Error of the Estimate
1 657 a 432 426 39572 1.861 a Predictors: (Constant), ENTERTAINMENT, PRIVACY, RELATIONSHIP b Dependent Variable: INTENTION
Table 10 presents the R Square and Adjusted R Square values, which indicate the variance in the dependent variable—intention to adopt Facebook—explained by the model A higher R Square value suggests greater model success; however, it can sometimes exaggerate real-world applicability In contrast, the Adjusted R Square offers a more accurate assessment of the model's effectiveness.
The R square value of 0.432 indicates that 43.2% of the variance in the intention dependent variable is explained by the model, while the Adjusted R Square of 0.426 suggests a more accurate estimate, accounting for 42.6% of the variance Additionally, the ANOVA Table shows a significance level of 0.000, confirming that the model is statistically significant with p < 0.05.
ANOVA a Model Sum of Squares df Mean Square F Sig
Total 75.848 278 a Dependent Variable: INTENTION b Predictors: (Constant), ENTERTAINMENT, PRIVACY, RELATIONSHIP
4.3.3 Evaluating the independent of variables and checking hypotheses of model Table 12: Coefficients
B Std Error Beta Tolerance VIF
Table 12 displays the significance coefficients and standardized beta coefficients, indicating the unique contribution of each independent variable in the model while controlling for other predictors A higher value signifies a substantial contribution of the respective variable to the overall model.
The strongest contribution to explain Intention was Entertainment with the largest Beta 474 Besides, the Relationship and Privacy have the same contribution to explain
The t and Sig (p) values reveal the statistical significance of independent variables in predicting the dependent variable A large absolute t value combined with a small p value (p < 05) indicates that a predictor variable is significant According to the analysis results (Table 9), the factors of Relationship (t = 3.199, p = 002), Privacy (t = 3.542, p = 000), and Entertainment (t = 8.948, p = 000) are significant in predicting the intention to adopt Facebook.
The multiple regression analysis confirmed the acceptance of hypotheses H1, H2, and H3, indicating a positive relationship between the independent variables of Entertainment, Relationship, and Privacy and the dependent variable of Intention The zero-order correlation values were 614 for Entertainment, 425 for Relationship, and 406 for Privacy Notably, the Beta value for Entertainment was 494, highlighting its strong predictive power for the Intention variable.
4.3.4 Test the effect of moderating variables
To examine the impact of various antecedent factors on Facebook adoption, respondents were divided into two sub-groups based on their levels of extraversion The median value of extraversion, set at 3.4, served as the cutoff point for this classification Individuals with an extraversion score below 3.3 were categorized as having low extraversion, while those with a score above 3.3 were classified as having high extraversion.
L ow E xt rave rs ion (1 28 ca se s) R 2 = 440 Sig 002 009 000
H igh E xt ra ver si on (151 case s) R 2 = 456 Sig 059 012 000
Whole sa m ple ( 279 cas es ) R 2 = 432 Sig 002 000 000
R E L A T IO N SHI P PR IVA C Y ENTERTAI NM ENT
Table 13 presents the B values, Beta values, t-values, R² values, and significance levels for the independent factors in the model, encompassing the overall sample and specific respondent groups The models accounted for 43.2%, 45.6%, and 44% of the variance in the intention to adopt Facebook among all respondents, as well as high and low extraversion sub-groups, respectively Notably, within these sub-groups, the Entertainment value significantly influenced the intention to adopt Facebook, thereby supporting H3.
In the low extraversion subgroup, Entertainment exhibited the strongest positive association with Intention, followed closely by Relationship Conversely, the connection between Privacy and Intention was the weakest among the three factors.
In the high extraversion subgroup, Entertainment and Privacy emerged as the top predictors of Intention For hypothesis H1, the analysis revealed a positive correlation of 0.351 between Relationship and Intention However, the significance level of 0.059 exceeded the 0.05 threshold, indicating that Relationship did not significantly predict the Intention variable.
The findings in Table 13 indicate that high extraversion significantly influences intention, with Entertainment and Privacy showing the strongest effects, reflected by B values of 435 and 114, respectively In the overall sample, Entertainment also has a notable impact on intention, with a B value of 355 and 107 Conversely, for individuals with low extraversion, Entertainment exhibits the weakest influence on intention, with B values of 238 and 102.
SUMMARY
The descriptive analysis of qualitative constructs provides an overview of the research sample, highlighting key demographics such as gender, student level, account status, duration of Facebook membership, daily access frequency, and reading-writing engagement The analysis also examines both independent and dependent factors, revealing that university students in Ho Chi Minh City recognize the various influences that shape their intention to adopt Facebook.
The reliability analysis conducted using Cronbach Alpha coefficients indicates that most factors in the research model exhibit high reliability However, to enhance the reliability of the Relationship factor, the item "Relationship 1" was removed, along with the item "Extraversion 1."
To enhance the reliability of the Extraversion factor, items "Extraversion 2," "Extraversion 3," "Extraversion 6," "Extraversion 8," "Extraversion 10," and "Extraversion 11" were removed Conversely, the removal of items "Privacy 1," "Privacy 2," and "Privacy 5" led to a decrease in the reliability of the Privacy factor, although the reliability of other factors remained high at 0.5 Subsequent exploratory factor analysis (EFA) revealed five distinct factors from the initial 29 items, specifically focusing on Relationship, Privacy, Entertainment, Extraversion, and Intention.
The regression analysis identified three key factors influencing the "Intention to adopt Facebook": Relationship, Privacy, and Entertainment, with Entertainment being the most significant Additionally, the impact of these factors varied based on the respondents' levels of extraversion In both low and high extraversion groups, Entertainment remained the primary influence on the intention to adopt Facebook, resulting in an increased R² value for the models However, in the high extraversion subgroup, the Relationship factor did not significantly predict the intention to adopt Facebook.
CONCLUSIONS AND IMPLICATIONS
RESEARCH OVERVIEW
The research defined the key factors affect the intention to adopt Facebook among university students; it also serves as reference to the operators of social networking websites
This study identifies key variables related to social network sites, categorizing them into groups to create a framework model that illustrates the relationships among three independent variables: initiating and maintaining relationships, privacy, and entertainment It also includes one moderating variable, extraversion, and one dependent variable, intention As a pioneering effort, this research applies the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) to the context of social network sites in Vietnam The findings provide strong support for the applicability of TAM and TRA in understanding the factors influencing the intention to adopt Facebook.
The study commenced with a pilot test to refine the questionnaire and ensure clarity in its revised form It proceeded with data analysis to assess reliability through Cronbach’s Alpha and validity via Exploratory Factor Analysis The research concluded with model and hypotheses testing utilizing multiple regressions.
RESEARCH FINDINGS
The initiation and maintenance of relationships, along with privacy concerns and entertainment value, significantly influence the intention to adopt Facebook These factors not only have a direct effect on user intentions but also serve as mediators for the influence of personality traits like extraversion.
Facebook plays a crucial role in initiating and maintaining relationships by allowing users to stay connected with friends and family while also exploring new friendships It empowers individuals to express themselves freely, fostering social bonds that transcend geographical and cultural barriers As a source of self-affirmation, Facebook enhances users' well-being by reinforcing their sense of being liked and valued within their social networks Additionally, it offers opportunities for job leads and engaging applications, establishing itself as an online home that shapes users' social identities Ultimately, these diverse benefits encourage users to incorporate Facebook into their daily lives.
Privacy is a crucial factor influencing the adoption of Facebook, as users share personal information, photos, and videos, often connecting with unknown individuals, which raises significant privacy and security concerns Users prefer social networking sites that they believe can be trusted to protect their sensitive information Many users perceive Facebook as a secure platform, trusting that it prioritizes their privacy and safeguards against unauthorized access To reinforce this trust, Facebook offers a range of security features, including remote logout, one-time passwords, and secure browsing, which enhance users' confidence in the platform Ultimately, the perceived commitment of Facebook to user privacy and integrity significantly impacts its adoption among users.
The third entertainment factor plays a crucial role as a key influencer in the research model Previous studies indicate that entertainment significantly predicts an individual's intention to adopt social networking sites, such as Facebook (Vander Heijden, 2004; Chen & Chen, 2011) Specifically, the more pleasure and enjoyment a user derives from these platforms, the greater their intention to engage with them This supports the assertion that entertainment is a fundamental determinant in the utilization of hedonic information systems.
This research indicates that entertainment is a more significant factor for individuals with high extraversion compared to those with low extraversion, suggesting that highly extraverted individuals prioritize the enjoyment derived from social networking services (SNS) Conversely, those with low extraversion focus more on initiating and maintaining relationships, highlighting their sensitivity to interpersonal connections While high extraversion individuals show less concern for interactions with others, SNS effectively fulfills the social interaction needs of low extraversion individuals, allowing them to draw energy from external social engagement Additionally, the study found no significant difference in privacy concerns between high and low extraversion individuals, indicating that both groups share similar levels of concern regarding the privacy of SNS services.
MANAGERIAL IMPLICATIONS
The findings from the Facebook study highlight the importance of unique content in social networking sites (SNS) to attract and retain users As SNS evolve, managers must consider key factors influencing user adoption when designing their platforms, as these features can enhance user confidence and engagement Research indicates that students primarily use SNS for entertainment and relationship-building, suggesting that agencies targeting this demographic should create a balanced mix of entertaining content To foster user trust, SNS owners must prioritize privacy and security through robust systems By appealing to users' interests and ensuring a secure environment, SNS can boost membership and participation, leading to increased traffic and advertising revenue Ultimately, a thorough understanding of user motivations will enable SNS managers to refine their platforms, positioning them as comprehensive hubs for digital and entertainment needs.
RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH
The current study has limitations due to its exploratory nature, focusing solely on Facebook as the only social networking site (SNS) examined Future research should encompass a variety of popular SNS to gain a deeper understanding of the factors influencing SNS adoption Additionally, this study was conducted at a university in Ho Chi Minh City, highlighting the need for further research across different regions in Vietnam for comparative analysis To enhance the validity of the findings, future studies should involve a larger and more diverse sample of internet users across various SNS platforms, as well as explore additional variables that may impact SNS adoption.
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Truong Thi Hoang Ngoc is a graduate of the International School of Business at the University of Economics in Ho Chi Minh City She is currently conducting research on the factors influencing the adoption of social networking sites.
Case Of Facebook In Vietnam" I look forward to receiving your support by answering a questionnaire survey below The objective of the yours answers has great significance in scientific research purposes
2.What year are you student?
3.Do you have Facebook account?
(If answer “No”, not answer question 4, 5, 30)
4 How many year do you have Facebook account?
5 How many times do you access in Facebook per day?
Please mark “X” in the appropriate number with your comments below (1 = strongly disagree, 2 = disagree, 3 = Neutral, 4 = agree, 5 = strongly agree)
1 I believe that using Facebook enables me to connect and socialize with new persons
2 I believe that using Facebook enables me to stay in touch with friends
3 I believe that using Facebook enables me to communication with friends and family
4 I believe that using Facebook enables me to share information with friends and family
5 I believe that the personal information that I provide on the Facebook is secure
6 I believe that Facebook does not use unsuitable methods to collect my personal data
7 I believe that Facebook does not ask for irrelevant personal information
8 I believe that Facebook does not apply my personal information for other purposes
9 I believe that Facebook provides multiple ways to protect my account
10 I believe that using Facebook enables me to be entertained
11 I believe that using Facebook enables me to play
12 I believe that using Facebook enables me to relax
13 I believe that using Facebook enables me to pass the time away when bored
14 I believe that using Facebook gives me a lot of pleasure
15 I like to have a lot of people around me
17 I don’t see myself as a happy and cheerful person
18 I really enjoy talking to people
19 I like to be at places where something is going on
22 I would usually prefer to do thing alone
23 I often feel like I am bursting of energy
24 I would rather go my own way than I would give guidance to others
26 I am a cheerful and lively person
27 I will adopt Facebook site in the future
28 I expect to adop Facebook in the near future
30 How many percent do you read other people write or do you write to other people read?
Tôi là Trương Thị Hoàng Ngọc, học viên cao học tại Viện Đào Tạo Quốc Tế (ISB) thuộc Trường Đại Học Kinh Tế TPHCM Hiện tôi đang nghiên cứu về "Tiền đề của việc chấp nhận các trang mạng xã hội - Facebook" Tôi rất mong nhận được sự hỗ trợ từ bạn bằng cách trả lời bảng câu hỏi khảo sát dưới đây Những câu trả lời khách quan của bạn sẽ có ý nghĩa quan trọng đối với nghiên cứu khoa học của tôi.
Chân thành cảm ơn bạn!
Xin vui đánh dấ ựa chọn:
1 Xin cho biết giới tính của bạn? ữ
2 Xin vui lòng cho biết bạn là sinh viên năm mấy?
3 Hiện nay bạn có tài khoản Facebook không?
(Nếu bạn chưa có tài khoản thì không cần trả lời câu hỏi 4, 5,30)
4 Bạn có tài khoản Facebook được mấy năm ?
5 Số lần đăng nhập vào Facebook trong 1 ngày? ầ -3 lầ -4 lần) ần)
Vui lòng đánh dấu X vào ô tương ứng với quan điểm của bạn dưới đây: 1 = Hoàn toàn không có ý kiến, 2 = Không đồng ý, 3 = Không có ý kiến (Trung hòa), 4 = Đồng ý, 5 = Hoàn toàn đồng ý.
1 Tôi cho rằng sử dụng FB giúp tôi kết nối với những người bạn mới
2 Tôi cho rằng sử dụng FB giúp tôi giữ liên lạc với bạn bè
3 Tôi cho rằng sử dụng FB giúp tôi thông tin liên lạc với bạn bè và gia đình
4 Tôi cho rằng sử dụng FB giúp tôi chia sẻ thông tin với bạn bè và gia đình
5 Tôi cho rằng các thông tin cá nhân mà tôi cung cấp trên FB được bảo đảm an toàn
6 Tôi cho rằng FB không sử dụng những phương tiện không thích hợp để thu thập dữ liệu cá nhân của tôi
7 Tôi cho rằng FB không yêu cầu những thông tin cá nhân không liên quan
8 Tôi cho rằng FB không sử dụng thông tin cá nhân của tôi cho mục đích khác
9 Tôi cho rằng FB cung cấp những cách khác nhau để bảo vệ tài khoản của tôi
10 Tôi cho rằng sử dụng FB giúp tôi được giải trí
11 Tôi cho rằng sử dụng FB giúp tôi vui chơi
12 Tôi cho rằng sử dụng FB giúp tôi cảm thấy thoải mái
13 Tôi cho rằng sử dụng FB giúp tôi giết thời gian khi buồn chán
14 Tôi cho rằng sử dụng FB cho tôi nhiều nềm vui
15 Tôi muốn có rất nhiều người xung quanh tôi
17 Tôi không coi mình là 1 người hạnh phúc và vui vẻ
18 Tôi thực sự thích nói chuyện với mọi người
19 Tôi thích được ở những nơi náo nhiệt
20 Tôi không phải là người lạc quan vui vẻ
21 Tôi là một người rất năng động
22 Tôi thường thích làm mọi thứ một mình
23 Tôi thường cảm thấy như tôi đang bùng nổ năng lượng
24 Tôi thích làm theo cách của riêng tôi hơn làm theo hướng dẫn của người khác
25 Tôi sống một cuộc sống bận rộn
26 Tôi là một người vui vẻ và sống động
27 Tôi sẽ (vẫn) mở tài khoản Facebook trong tương lai
28 Tôi muốn (vẫn) có Facebook trong thời gian sớm
29 Tôi có ý định ( vẫn) sử dụng Facebook
30 Xin cho biết tỷ lệ bạn đọc của người khác viết và viết cho người khác đọc như thế nào? ọc của người khác viết – 10% viết cho người khác đọc ọc cuẩ người khác viết – 30% viết cho người khác đọc ọc của người khác viết – 50% viết cho người khác đọc ọc của người khác viết – 70% viết cho người khác đọc ọc của người khác viết – 90% viết cho người khác đọc ọc của người khác viết – 70% viết cho người khác đọc
Chân thành cảm ơn sự giúp đỡ của bạn!
GENDER STUDENT ACCOUNT TIME ACCESS
Frequency Percent Valid Percent Cumulative
Frequency Percent Valid Percent Cumulative Percent
Frequency Percent Valid Percent Cumulative Percent
Frequency Percent Valid Percent Cumulative
Frequency Percent Valid Percent Cumulative
Frequency Percent Valid Percent Cumulative
APPENDIX 2: CRONBACH'S APLPHA WITH FULL FOR EACH
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach' s Alpha if Item Deleted
APPENDIX 3: THE FIRST TIME RUNNING FACTOR ANALYSIS –
EIGENVALUES (FOR INDEPENDENT VARIABLES) KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .776
Rotation Sums of Squared Loadings
Extraction Method: Principal Component Analysis
APPENDIX 4: THE SECOND TIME RUNNING FACTOR ANALYSIS
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .685
Initial Eigenvalues Extraction Sums of Squared Loadings
Extraction Method: Principal Component Analysis
APPENDIX 5: THE THIRD TIME RUNNING FACTOR ANALYSIS-
EIGENVALUES (FOR MODERATING VARIABLES) KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .799
Total % of Variance Cumulative % Total
Extraction Method: Principal Component Analysis
1 675 a 456 445 42375 456 41.110 3 147 000 1.940 a Predictors: (Constant), ENTERTAINMENT, RELATIONSHIP, PRIVACY b Dependent Variable: INTENTION
Model Sum of Squares df Mean Square F Sig
Total 48.542 150 a Dependent Variable: INTENTION b Predictors: (Constant), ENTERTAINMENT, RELATIONSHIP, PRIVACY
Sta nda rdiz ed Coe ffici ents t Sig
1 663 a 440 426 34329 440 32.478 3 124 000 1.870 a Predictors: (Constant), ENTERTAINMENT, PRIVACY, RELATIONSHIP b Dependent Variable: INTENTION
Model Sum of Squares df Mean Square F Sig
Total 26.096 127 a Dependent Variable: INTENTION b Predictors: (Constant), ENTERTAINMENT, PRIVACY, RELATIONSHIP
Stand ardize d Coeff icient s t Sig
