INTRODUCTION
BACKGROUND
In today's digital age, social networking sites (SNS) have become immensely popular, connecting millions and transforming both online and traditional activities This shift has significantly influenced conventional thinking patterns The widespread use of social networks is evidenced by their growing user base (Cheung, Chiu & Lee, 2010) Understanding the motivations behind social network usage is a topic of interest across both business and academic sectors.
Social networking sites (SNS) are defined as applications that enhance group interactions and facilitate collaboration and information exchange in a web-based environment (Bartlett-Bragg, 2007) Typically, SNS feature a user profile and a list of friends who are also part of the platform (Boyd & Ellison, 2008) Users have full control over their profile content and, in some cases, its visibility to others, making SNS a personalized space for social connection and interaction.
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 primarily to make new friends, communicate, and connect with others (Lenhart & Madden, 2007).
As the leading social networking platform, Facebook stands out as a clear leader in the sector, with its widespread popularity evident in its massive user base At its core, Facebook is a personalized profile that allows users to have complete control over its content, with the option to customize visibility settings With over 700 billion minutes spent on the platform per month, Facebook's global reach is undeniable, making it a social media phenomenon that transcends geographical boundaries.
Facebook is the leading online social networking site among university students, originally created in 2004 by Mark Zuckerberg, Dustin Moskovitz, and Chris Hughes at Harvard University to help students stay connected and share academic information The platform enables users to share thoughts, ideas, and content with friends and family, fostering connections with both new and old acquaintances, which contributes to its popularity among this demographic Additionally, Facebook serves as a vital online space for university students to develop and maintain social capital, which is crucial for networking within their industry.
RESEARCH PROBLEMS
Facebook allows individuals and organizations to create dedicated pages to share information about specific topics, such as brands, celebrities, or sports Page owners can upload photos, videos, and messages, while users interested in the content can subscribe by clicking the "Like" button and engaging through comments This interaction fosters a social environment where people can easily share and discuss information With its vast user base, many major brands, including Dell and Samsung, have established Facebook pages to enhance their online presence and build direct relationships with customers.
Previous research has explored the patterns of 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) Additionally, studies indicate that gender influences Internet usage behaviors (Hargittai & Shafer, 2006), while socioeconomic status has also been identified as a 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 a lack of studies in Vietnam examining the factors driving individual engagement with Facebook As a cost-effective platform, Facebook serves as a valuable information channel for brands to connect with a large audience, while also enhancing customer loyalty and profitability.
Understanding the key factors influencing the intention to adopt Facebook is crucial for social networking site developers and businesses By recognizing these elements, they can effectively meet customer demands and devise strategic approaches within the social networking landscape.
RESEARCH PURPOSE
This study investigates the factors influencing university students' intention to adopt Facebook, aiming to understand the features of social networking sites and the reasons that may impact user behavior The primary objective is to identify these influencing factors, providing valuable insights for 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?.
SCOPE OF THE RESEARCH
The research, conducted in August 2014, focused on university students in Ho Chi Minh City across various fields of study.
RESEARCH STRUCTURE
This thesis is structured into five chapters, beginning with an introductory chapter that outlines the research background, problem, and purpose It also delineates the scope and structure of the research.
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 gain a deeper understanding of Facebook usage patterns among this demographic.
Social networking sites, particularly Facebook, offer extensive opportunities for both users and businesses to promote their products and services, a fact recognized globally In Ho Chi Minh City, where Facebook is especially popular, one might assume there is little to explore regarding user acceptance of SNS However, it is crucial to identify the factors influencing users' intentions to adopt these platforms, highlighting the significance of understanding user behavior in this context.
LITERATURE REVIEW AND HYPOTHESES
TECHNOLOGY ACCEPTANCE MODEL (TAM)
The Technology Acceptance Model (TAM), introduced by Davis in 1989, effectively predicts individual acceptance of information technologies such as email and software applications (Venkatesh & Davis, 2000) TAM aims to assess the influence of external factors on 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 developing successful systems, and its proven robustness across various contexts and technologies (Venkatesh & Davis, 2000) Based on the Theory of Reasoned Action (TRA), which explains the relationship between intention and behavior, TAM suggests that intention to use technology is influenced by both attitude and subjective norms (Fishbein & Ajzen, 1975) Over time, TAM has been validated in diverse situations, showcasing its reliability and validity in interpreting information system usage Researchers have expanded TAM by incorporating additional variables relevant to specific technologies, as seen in studies by Kamarulzaman (2007) and Thongmark (2013), which included personal influences and characteristics related to social network systems in educational settings.
This research builds upon existing studies by utilizing the Technology Acceptance Model (TAM) as its foundational framework Additionally, it extends the model by incorporating other significant variables that are believed to influence Facebook adoption in Vietnam.
INTENTION TO ADOPT
The behavioral intention measure aims to assess the intent to utilize new media production tools for professional purposes, reflecting a longstanding interest in understanding individual behavior within social psychology Research often utilizes the theory of planned behavior (TPB) to predict behavior based on attitudinal variables, alongside its predecessor, the theory of reasoned action (TRA) TPB serves as a versatile model applied across various fields, suggesting that behavioral intention is influenced not only by personal attitude but also by subjective norms—individual perceptions of social pressure—and perceived behavioral control, which encompasses the perceived internal and external constraints affecting the ability to perform a specific behavior.
In 1986, Davis introduced the "Technology Acceptance Model" in his doctoral thesis, which has since been extensively researched and refined This model is grounded in the "attitude-behavior" paradigm, suggesting that actual behavior is determined by behavioral intentions, which are influenced by attitudes, and ultimately shaped by underlying beliefs.
User intention plays a crucial role in social networking service (SNS) registration, serving as a prerequisite for actual usage.
INITIATING AND MAINTAINING RELATIONSHIP
Research has primarily examined how Facebook facilitates the initiation and maintenance of relationships, revealing that friendships can significantly influence individuals' behaviors and thought processes, leading to notable similarities among friends (Van Duijn et al., 2003) Social networking sites like Facebook enhance existing connections and communities by providing users with regular updates on their contacts' activities While the applications available on Facebook are not groundbreaking technologies, they prioritize user-friendliness and simplicity.
Facebook enhances social interaction by allowing users to connect and share experiences, fostering discussions and bringing people closer together (Shin, 2010) Research indicates that the platform is primarily used to maintain relationships and deepen connections with others (Golder et al., 2007) Additionally, Facebook plays a significant role in developing online relationships, enabling users to communicate with family, friends, and professional contacts, while also connecting with new acquaintances who share similar interests By facilitating the tracking of community members, Facebook helps users maintain existing offline relationships and cultivate new ones (Ellison et al.).
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 a limited number of users utilize Facebook to meet new people or initiate relationships, with the majority instead focusing on maintaining their existing connections.
Facebook has become an integral part of daily communication and social interaction, particularly for maintaining long-distance relationships due to its instant connectivity (Golder et al., 2007) Research by Bryant and Marmo (2009) indicates that college students primarily use Facebook to sustain casual relationships or acquaintances, while close friends and couples often prefer other forms of communication for relationship maintenance This leads to the hypothesis that different types of relationships influence the choice of media used for interaction.
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, leading to heightened concerns about information privacy Defined as the individual's interest in controlling the management of their personal data (Clarke, 1988), information privacy has become increasingly important Research by Sheehan and Hoy (1999) indicates that rising privacy concerns result in a decreased likelihood of individuals registering on websites Establishing privacy and security is essential for building customer trust in any online platform, including social networking sites (Belanger, Hiller & Smith, 2002).
Social interaction in real life fosters diverse relationships, while social networking sites simplify these connections to a binary of friends or non-friends (Gross & Acquisti, 2005) Users often vary in their willingness to connect with others; some are open to connecting with anyone, while others prefer a more selective approach This limited categorization can lead individuals to accept friend requests from those they barely know, raising significant privacy concerns As a result, the potential risks for unsuspecting users increase, highlighting the critical need for effective privacy protection on social networking platforms.
Research by Bart, Shankar, Sultan, and Urban (2005) highlights that privacy significantly influences trust on community websites, where information sharing among users is common, increasing the risk of exposing private data Users of social networking sites express a strong desire to keep personal contact information, such as email addresses and phone numbers, confidential (Dwyer, Hiltz & Passerini, 2007) In response to these privacy concerns, many social networking platforms now offer features that allow users to safeguard their personal information However, the need for protection extends to ensuring that these sites themselves uphold user privacy.
Privacy is a crucial concern for users of social networking sites (SNS), as personal information such as name, address, email, phone number, educational background, employment details, and marital status can be shared Users can also disclose their spiritual and political beliefs, interests, and hobbies, while having the option to control who sees this information—whether it's the public, friends-of-friends, or just friends It's essential for users to navigate these privacy settings carefully, as they may wish to restrict their information to a select group while still allowing certain details to be public or visible to specific friends.
Facebook places significant importance on the personal information of its users, offering a range of privacy control options that allow individuals to manage who can see their posts This level of information disclosure facilitates easy interaction while alleviating concerns about message exposure However, as noted by Van Dyke, Midha, and Nemati (2007), high privacy concerns persist among Facebook users The requirement for users to provide substantial personal information for membership can impact online trust levels and subsequently limit their willingness to engage in transactions or interactions Therefore, it is essential to consider these factors when examining user behavior on social media platforms.
H2: There is a positive impact of privacy on the intention to adopt Facebook.
ENTERTAINMENT
Entertainment is the fulfillment of an audience's needs for aesthetic enjoyment, fun, and emotional pleasure (Ducoffe, 1996) It arises from the fun and relaxation of interacting with others, providing intrinsic rewards through technology and services Social Networking Sites (SNS) like Facebook are perceived as significant sources of entertainment, offering excitement and enjoyment while fostering a sense of connectedness among users Many individuals turn to Facebook for entertainment, engaging in activities such as exploring fictional identities and solving virtual challenges.
Research indicates that user entertainment significantly influences the success of technology, with studies highlighting that entertainment is a primary reason for using platforms like Facebook (Dogruer, Menevis & Eyyam, 2011) It serves as a crucial factor in both the intention to use and the actual usage of websites Van der Heijden (2003) introduced the concept of entertainment to elucidate consumer engagement with websites, emphasizing that the appeal of entertainment is derived from the experience of using a product or service rather than its performance outcomes Furthermore, perceived enjoyment, perceived playfulness, and entertainment are essential indicators of the intention to engage with blogs and similar hedonic systems.
Research indicates that perceived enjoyment plays a crucial role in users' intentions to adopt new technologies, particularly in activities like web browsing Moon and Kim (2001) define entertainment as the pleasure derived from engaging in specific behaviors, highlighting its significance in user acceptance of the Internet Additionally, entertainment serves as a key motivator for students utilizing platforms like 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, especially online, as social and psychological factors vary among people These differences affect the reasons and methods by which they engage with various media to meet personal needs Notably, the expression of one personality trait can be influenced by another, indicating that personality traits interact to shape online behavior To further assess this model, the study introduces extraversion as an additional moderating variable.
The Five-Factor Model (FFM) is the leading framework for understanding personality, identifying five key traits: neuroticism, extraversion, openness to experience, agreeableness, and conscientiousness (McCrae & John, 1992) Among these, extraversion is particularly noteworthy, as it reflects an individual's sociability and outgoing nature Characterized by a desire for external stimulation, extraverts tend to be talkative, friendly, and socially active, approaching the world with energy and positivity This trait highlights a person's inclination towards social engagement and the experience of positive emotions (Ross et al., 2009).
Research indicates that extraversion is the most influential personality trait affecting individuals' engagement on social network sites (SNS) (Danowski & Zywica, 2008; Fornasier, Wilson & White, 2010) Despite its significance, the role of extraversion in technology and service adoption has been explored by only a few scholars Recent studies have increasingly focused on how extroverted individuals behave on SNS, revealing that extraversion positively impacts Internet usage (Kiesler et al., 2002) and SNS engagement (Ross et al., 2009) Additionally, Devaraj, Easley, and Crant (2008) found that extraversion significantly influences users' intentions to adopt technology Various studies have highlighted that personality traits, particularly extraversion, affect the acceptance of platforms like Facebook to varying degrees.
Research indicates that individuals with high extraversion exhibit distinct preferences for website design compared to those with low extraversion Studies by Ross et al (2009) reveal that extroverted individuals are more likely to join virtual groups Furthermore, experts agree that the extraversion personality trait significantly influences social networking usage Consequently, it is anticipated that extraversion will impact 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 connections among three independent variables—initiating and maintaining relationships, privacy, and entertainment—and their 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, particularly Facebook, regardless of whether past studies explicitly employed these theoretical frameworks.
This research identifies three key factors influencing the intention to use Facebook: initiating and maintaining relationships, privacy concerns, and entertainment value Additionally, the study highlights that the impact of these factors on Facebook adoption is moderated by the user's level 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 decisions regarding its use.
Problem definition Literature review Research model
Pilot test The draf of questionnaire Measurement scales
Quantitative researchAssessment of measurement (Cronbach alpha, EFA)The final questionnaire
RESEARCH METHODS
RESEARCH PROCESS
This study employed a two-phase research approach to investigate the factors influencing the intention to adopt Facebook in Ho Chi Minh City (HCMC) The initial phase involved qualitative research to identify relevant models and measurement variables, leading to the development of a questionnaire A pilot test was conducted to evaluate the effectiveness and clarity of the questions, ensuring the questionnaire was comprehensive The second phase utilized a quantitative survey as the primary method to analyze the identified factors affecting Facebook adoption intentions.
Research process includes the steps as illustrated in Figure 2:
Testing of hypotheses (Standard multiple regression)
QUESTIONNAIRE
This study employs established and validated scales to assess individual behaviors related to Facebook adoption The measurement of Initiating and Maintaining Relationships includes three items adapted from Dholakia, Bagozzi, and Pearo (2004) and Neelotpaul (2013) Privacy-related items were sourced from Neelotpaul (2013) and Ariyachandra and Bertaux (2009), while Entertainment items were adapted from the same authors 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; higher scores reflect greater extraversion Modifications were made to the wording of items to align with this study's context, and additional demographic information, including gender, was collected All scales utilized a 5-point Likert type format, ranging from 1 ("strongly disagree") to 5 ("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 Facebook future. in to the adopt near
INT29 I intend to use social networking Website
A five-point Likert scale questionnaire was utilized to gather data on the research model's factors, ensuring content validity by adapting items from prior studies The measurement items for initiating and maintaining relationships, privacy, entertainment, extraversion, and the intention to adopt Facebook were sourced from existing research, 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
A pilot study was conducted to adapt research scales from previous studies conducted in different cultural and economic contexts, ensuring relevance for the selected Vietnamese respondents This study aimed to gather feedback and refine the variables within these scales, with a focus on the clarity of the Vietnamese language used in the questionnaires The pilot test took place in Ho Chi Minh City, where translated questionnaires were distributed to students After three days, the completed forms were returned, leading to minor adjustments that enhanced the clarity of the questions for better understanding among respondents.
SAMPLE AND DATA COLLECTION
The reliability and validity of the variables were assessed using Cronbach’s Alpha and Exploratory Factor Analysis (EFA) Following this, multiple regression analysis was conducted to evaluate the model and test the hypotheses It was essential to ensure that the sample size was sufficiently large for accurate analysis.
Hair, Black, BaBin, and Anderson (2010) suggest that a sample size of 100 or more is generally recommended for research studies Additionally, Tabachnick and Fidell (2007) indicate that for standard multiple regression analysis, the ideal sample size should exceed 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 variables, with a minimum of 100 observations; thus, given the 29 variables analyzed, a minimum sample size of 145 is required Additionally, for the multiple regression analysis, the sample size should be calculated as nP + 15m, where m represents the number of independent variables With three independent variables in the initial research model, the minimum sample size needed is 95 (50 + 15*3).
This research opted for a substantial sample size to meet its requirements, determining that a minimum of 145 respondents was necessary Ultimately, the actual data collection yielded 279 completed questionnaires, thereby exceeding the minimum sample size needed for robust analysis.
A quantitative survey was conducted over four weeks with a sample of 295 university students in Ho Chi Minh City, utilizing convenience sampling to gather data The primary data for this research was collected through questionnaires completed by the respondents.
DATA ANALYSIS METHODS
All completed questionnaires are reviewed, coded, and entered into IBM SPSS Statistics version 20 for analysis 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).
Cronbach’s alpha, as noted by George and Malley (2003), serves as a single criterion for evaluating instruments or scales, primarily indicating whether the items are cohesive However, it does not assess whether the items accurately measure the intended attribute Consequently, it is essential to 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 observable variables Nevertheless, certain prerequisites must be met to effectively conduct EFA (Pallant, 2011).
To ensure the validity of the study, a minimum sample size of 145 cases is required, calculated as five observations for each of the 29 items in the conceptual model With an actual sample size of 279, the study exceeds the necessary threshold, thereby meeting the sample size requirement for robust analysis.
Kaiser-Meyor-Olkin (KMO) test must be equal or above 6 (Tabachnick & Fidell, 2007).
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, 1958).
According to Hair et al (2010), there is a distinction between the actual values and the predicted values of a dependent variable, leading to the occurrence of random errors during sample data predictions This discrepancy is referred to as the residual (� or e).
Based on these studies, the multiple regression formula will be
Y = a + ò1X1 + ò1X1+ + ònXn+ � Where in: a: is constant
Y: is the dependent variable coefficient ò: is called beta weight, standardized regression coefficient, or beta
X: is the predictor entered into the equation in a single step
The residual is a crucial component in regression analysis, as highlighted by Meyers, Gamst, and Guarino (2006) They introduced the R² value, which measures the proportion of variance in the dependent variable explained by the regression model A higher R² indicates a stronger explanatory power of the regression equation, as noted by 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 involved several stages: first, summarizing and analyzing the demographic profile of respondents; second, validating the reliability of the measurement items through Cronbach’s alpha; third, determining the correlation between independent and dependent variables using the Varimax rotation method; and finally, employing standard multiple regression analysis to assess the statistical significance of the model and the predictive power of each independent variable in explaining 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
With 279 available respondents, the study exceeded the minimum sample size of 145 required for multiple regression analysis, ensuring that the necessary sample size for reliable 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 acceptable threshold of 10 Additionally, the VIF values, which are the inverse of the tolerance values, were all below the critical limit of 2, indicating favorable conditions 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 in Figure 3 indicates a reasonable normal distribution of 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 reveals that most scores are concentrated around the center and the 0 point, as illustrated in Figure 4.
The analysis of the Scatterplot (Figure 5) indicated that the majority of outliers fell within the range of -3 to +3, suggesting that heteroskedasticity is not present This finding confirms the suitability of applying multiple linear regression to 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 contribution of each factor Two critical statistical measures are the squared multiple correlation coefficient (R²) and the standardized coefficient weight (beta weight) R² indicates the extent to which the model explains the variance in the dependent variable, such as the intention to adopt Facebook Conversely, the beta value assesses the significance of each independent variable in predicting this intention 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, specifically the intention to adopt Facebook A high R Square value suggests a successful model, but it may overstate effectiveness in real-world applications Conversely, the Adjusted R Square value offers a more accurate assessment of the model's success.
The model demonstrated an R square value of 432, indicating that 43.2% of the variance in the dependent variable, Intention, is explained by the model The Adjusted R Square value of 426 further refines this estimate, showing that the model accounts for 42.6% of the variance Additionally, the ANOVA Table 11 revealed a significance level of 000, confirming that the model's significance is valid, as p < 05.
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 coefficient and standardized beta coefficient, indicating the unique contribution of each independent variable to the model while controlling for other predictors A higher value suggests that the respective variable significantly influences the model's outcome.
The primary factor influencing Intention was found to be Entertainment, with a substantial Beta of 474 Additionally, both Relationship and Privacy contributed equally to explaining the Intention dependent variable, with Betas of 164 and 176, respectively.
The t and Sig (p) values reveal the statistical significance of independent variables in predicting the dependent variable Specifically, a large absolute t value coupled with a small p value (p < 05) indicates that the predictor variable significantly influences the dependent variable According to the analysis results in 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 all 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 with 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 Intention.
4.3.4 Test the effect of moderating variables
To examine how different antecedent factors influence Facebook adoption, respondents were divided into two sub-groups based on their level of extraversion The median value of extraversion, set at 3.4, served as the cutoff point for this classification Individuals with extraversion scores below 3.3 were categorized as having low extraversion, while those with scores above 3.3 were classified as having high extraversion.
L ow E xt ra ve rs io n ( 12 8 ca se s) R 2 = 4 40 Si g 0 02 0 09 0 00
H ig h E xt ra ve rs io n ( 15 1 ca se s) R 2 = 4 56 Si g 0 59 0 12 0 00
W h ol e sa m pl e (2 79 c as es ) R 2 = 43 2 Si g 0 02 0 00 0 00
Table 13 presents the B values, Beta values, t-values, R² values, and significance levels for the dependent factors in the model, applicable to both 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 the high and low extraversion sub-groups, respectively Notably, within these sub-groups, the Entertainment value significantly influenced the intention to adopt, thereby supporting H3.
In the low extraversion sub-group, Entertainment demonstrated the strongest positive association with Intention, followed closely by Relationship Conversely, the association between Privacy and Intention was the weakest among the factors examined.
In the high extraversion subgroup, Entertainment and Privacy emerged as the primary predictors of Intention The analysis for hypothesis H1 revealed a positive correlation of 351 between Relationship and Intention, indicating a potential connection However, with a significance value of 059, which exceeds the 05 threshold, the Relationship factor did not significantly predict the Intention dependent variable.
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 percentages The analysis also explores both independent and dependent factors, revealing how university students in Ho Chi Minh City perceive the influences on their intention to adopt Facebook.
The reliability analysis conducted using Cronbach's Alpha coefficients indicates that the research model demonstrates high reliability across most factors 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 above 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.
A linear regression analysis was conducted to examine the relationship between independent factors and the "Intention to adopt Facebook." The findings identified three key factors influencing this intention: Relationship, Privacy, and Entertainment, with Entertainment being the most significant Additionally, the impact of these factors varied according to the respondents' level of extraversion In both low and high extraversion groups, Entertainment remained the dominant influence on the intention to adopt Facebook, leading to an increase in the R² value of 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 presents a pioneering application of the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) to the context of social network sites in Vietnam A framework model was developed to explore the relationships among three independent variables—initiating and maintaining relationships, privacy, and entertainment—alongside one moderating variable, extraversion, and one dependent variable, intention The findings robustly support the effectiveness of TAM and TRA in understanding the factors influencing the intention to adopt Facebook.
The research commenced with a pilot test to refine the questionnaire and ensure clarity in its revised form This was followed by a reliability assessment through Cronbach’s Alpha analysis and a validity evaluation using Exploratory Factor Analysis The study concluded with model and hypothesis testing utilizing multiple regression techniques.
RESEARCH FINDINGS
The initiation and maintenance of relationships, along with considerations of privacy and entertainment, significantly influence the intention to adopt Facebook These factors not only have a direct effect on user adoption but also serve as mediators for the influence of traits like extraversion.
Facebook serves as a vital platform for initiating and maintaining relationships, allowing users to stay connected with friends and family while also exploring new connections It empowers individuals to express themselves freely, fostering social bonds that transcend geographical and cultural boundaries By providing a sense of self-affirmation and well-being, Facebook enhances users' perceptions of themselves as valued members of a supportive network Additionally, it offers opportunities for job leads and engaging applications, establishing an online social identity that feels like a personal home on the internet Ultimately, these diverse benefits encourage users to integrate Facebook into their daily lives.
Privacy is a crucial factor influencing the adoption of Facebook, as users share personal information, photos, and videos while connecting with unfamiliar individuals, raising concerns about information security Users are more likely to choose a social networking platform that embodies trustworthiness, and many perceive Facebook as a secure environment due to its commitment to protecting user privacy and preventing unauthorized access to sensitive data The platform offers various security features, including remote logout, one-time passwords, app passwords, active session management, login approvals, notifications, secure browsing, trusted contacts, and social authentication, which enhance user confidence Ultimately, the perceived honesty and integrity of Facebook in safeguarding privacy significantly impact its adoption among users.
Entertainment serves as a crucial influencer in research models, significantly predicting user intention towards social networking sites like Facebook (Vander Heijden, 2004; Chen & Chen, 2011) The level of pleasure, enjoyment, and fun experienced by individuals during their use directly correlates with their intention to adopt these platforms Prior studies by Van der Heijden (2004) and Chesney (2006) reinforce the idea that entertainment is a fundamental determinant in the engagement with hedonic information systems.
This research highlights that entertainment plays a more significant role for individuals with high extraversion compared to those with low extraversion, indicating that highly extraverted individuals prioritize the enjoyment derived from social networking services (SNS) In contrast, those with low extraversion focus more on initiating and maintaining relationships, demonstrating a heightened sensitivity to interpersonal connections While high extraversion individuals may care less about interactions, SNS effectively meets the needs of low extraversion individuals for social engagement and energy replenishment Additionally, the study found no significant difference in privacy concerns between high and low extraversion individuals, suggesting that both groups share similar levels of concern regarding the privacy of SNS platforms.
MANAGERIAL IMPLICATIONS
Research findings from a Facebook study indicate that social networking sites (SNS) must differentiate themselves through creative niche content to attract members SNS managers should consider various adoption factors when designing their platforms, as incorporating these elements can enhance user confidence and engagement The study reveals that students primarily use SNS for entertainment and relationship-building, suggesting that agencies targeting this demographic should curate content that satisfies these entertainment needs Additionally, protecting user privacy through robust security measures is crucial for SNS owners to foster trust and increase participation As traffic grows, SNS can attract more advertisements, generating revenue and appealing to businesses seeking to promote their products Ultimately, a comprehensive understanding of user preferences will enable SNS managers to optimize their platforms and enhance user experiences.
RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH
The present study, while exploratory, has limitations, including its focus solely on Facebook as the single social networking site (SNS) examined, leaving out many other popular platforms Future research should expand to include various SNS to gain a more comprehensive understanding of the factors influencing their adoption Additionally, this study was conducted exclusively at a university in Ho Chi Minh City, suggesting that further investigations should encompass diverse regions across Vietnam for comparative analysis To enhance the validity of the findings, additional studies should involve a larger sample of internet users across different SNS and explore other variables that may impact SNS adoption.
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Truong Thi Hoang Ngoc, a graduate of the International School of Business at the University of Economics in Ho Chi Minh City, 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 thông qua việc trả lời bảng câu hỏi khảo sát dưới đây, vì những câu trả lời khách quan của bạn sẽ đóng góp quan trọng cho 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).
Xin vui lòng đánh dấu X vào ô tương ứng với ý kiến 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
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .776
Bartlett's Test of Sphericity Approx Chi-Square Df
APPENDIX 3: THE FIRST TIME RUNNING FACTOR ANALYSIS –
EIGENVALUES (FOR INDEPENDENT VARIABLES) KMO and Bartlett's Test
Rotation Sums of Squared Loadings
Extraction Method: Principal Component Analysis.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .685
Bartlett's Test of SphericityApprox Chi-Square Df
APPENDIX 4: THE SECOND TIME RUNNING FACTOR ANALYSIS
Initial Eigenvalues Extraction Sums of Squared Loadings
Extraction Method: Principal Component Analysis.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .799
Bartlett's Test of SphericityApprox Chi-Square Df
APPENDIX 5: THE THIRD TIME RUNNING FACTOR ANALYSIS-
EIGENVALUES (FOR MODERATING VARIABLES) KMO and Bartlett's Test
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.
Zer o- ord er Part ial Part Toler ance VIF
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.
Error Beta Zero- order Part ial Part Toler ance VIF
