The results show that both functional value and social value has a positive effect on customer participation in fanpage.. In five traits of personality, just extraversion and conscientio
Introduction
In recent years, social media has dramatically changed the ways consumers communicate with each other and how they collect and exchange all information about the service and product (Hennig-Thurau et al., 2010) Social media is defined as
“a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (Kaplan & Haenlein, 2010, p.61) It makes easier for people to search information, share ideas, communicate and interact about all the issues around the world Social media also helps the company be able to reach a large of the potential customer without geographical limitation just with a little cost, improve service better by receiving and answering feedback from customers instantly, increase brand awareness and produce a new product fit to the customer’s demand Consequently, social media has played a significant role in building the relationship between the customers and the firm Among social media platforms, Facebook is the most successful one with 1.19 billion mobile monthly active users in December 2014
(Facebook Annual Report, 2014) With the population over 90 million, Vietnam has around 49 million people using Internet, equivalent to 52% of the total population (Internet Live Stat, 2016) Vietnam ranks the thirteenth in hundreds of countries which have the most Internet users all over the world Facebook has 30 million monthly active users in Vietnam, with 27 million accessing the social network on their mobile devices, according to statistics obtained by Tuoi Tre News (2015) Each Vietnamese user spends an average of two hours and 30 minutes on Facebook every day, mostly connecting with friends and visiting fanpage of brands and shops Fanpage are public profiles that let artists, public figures, businesses, brands, organizations, and non- profits create a presence on Facebook and connect with the Facebook community Most of big enterprises in Vietnam also have fanpage such as: Samsung Mobile
Vietnam, Vinamilk, Lazada, Coca-Cola, etc to connect with their customers
Customer participation has been considered as an important topic in a board range of journal and business research over the past 40 years (Mustak, Jaakkola & Halinen, 2013) Dabholkar (1990) defined customer participation as “the degree to which the customer is involved in producing and delivering the service” (p 484) Customer participation in this study is consistent with the concept of value “co- creation” in service-dominant logic (Vargo & Lusch, 2004; Lusch &Vargo, 2006) Service-Dominant logic considers customer is always a co-creator (Vargo & Lusch,
2004) In addition, Prahalad and Ramaswamy (2004) showed that customers are no longer “passive audience” but “active” co-producers In the past, companies decided which products and services produced because they believed that these products and services were valued to customers; customers had little or no role Nevertheless, in customer-centric view, customers have been more active, and they are considered as a partner in developing new product (Sawhney, Verona & Prandelli, 2005) Hence, nowadays many companies try to encourage customers participate in activities through social media platform in order to understand more about the customers’ demand and get more contribution for new product and service development processes
Motivations driving consumers to take part in the virtual community attracted more attention from many researchers (Dholakia, Bagozzi & Lisa, 2004; Wang &
Fesenmaier, 2004a, 2004b; Madupu, 2006; Raacke & Bonds-Raacke, 2008; Foster, Francescussi & West, 2010; Kang, 2011; Jahn & Kunz, 2012, de Vries & Carlson,
2014) Wang and Fesenmaier (2004a) divided these factors into four categories: functional, social, psychological, and hedonic Based on the classical concepts Uses and Gratifications theory, Jahn and Kunz (2012) proposed a framework with five factors (functional value, hedonic value, social interaction value, brand interaction value, self-concept value) motivated customer engagement on fanpage of Facebook Almost earlier studies about participation in virtual community have been undertaken into advanced countries With our knowledge, there are a little research have been done in developing countries such as Vietnam
Personality traits also influence to the use of Facebook In virtual community, many researchers show that there was the relationship between the personality traits and customer participation (Kraut, Kiesler, Boneva, Cummings & La, 2002; Acar & Polonsky, 2007; Ross et al., 2009; Wilson, Fornasier & White, 2010; Seidman, 2013) Acar and Polonsky (2007) stated that personality factors such as extraversion, self- esteem, opinion seeking and opinion leadership have direct and indirect impacts on time spent using online social media networks Ross et al (2009) indicated that personality variables (extraversion, neuroticism, openness to experience, agreeableness and conscientiousness) were associated with some aspects of Facebook use
From these reasons, the purpose of this study is to examine factors affecting to customer participation in social media Besides, we want to test personality traits whether they moderates the relationship between functional value, hedonic value, social value and customer’s participation in fanpage Finally, customer particpation in virtual community has many consequences, but in this study we focus on how customer participation in fanpage affects life satisfaction, especially in a developing country like Vietnam We believe that understanding the reason customers take part in fanpage will offer useful guidance for managers using it as a channel in their strategy marketing to create a competitive advantage and improve the relationship with existing customers or attract more potential customers
The paper is organized as follows The first section represents the brief review of customer participation in the context of social media environment The second section includes theoretical background and hypotheses The third section describes the methods used to collect and analyze the data It is followed by analyzing the findings and discussion Finally, the paper closes with study limitations and directions for future research.
Theoretical background and hypotheses
Customer participation
Customer participation was adopted from the concept of Dabholkar (1990) as “the degree to which the customer is involved in producing and delivering the service” (p
484) Customer participation is also consistent with the concept of value “co-creation” in service-dominant logic (Vargo & Lusch, 2004; Lusch & Vargo, 2006) Vargo and Lusch (2004) emphasized on value co-creation in Service -Dominant logic framework as a mutual process in which customers and firms are equally involved in value creation In the past, customers were passive in receiving products or services offered by the firms They are now informed, connected, networked, and empowered more than before, thanks to search engines and the explosion of social networking sites Customers become active players and equally in co-produce and co-create value with the firms
Social media plays a central role to encourage customer participation with the firms because it increases communication between the company and the customer Long time ago, many companies spent a lot of money interviewing group of targeted customers or collecting survey data, but at the present, social media platform gives them better opportunities to connect with people all around the world Social media helps the company not only decrease the time to get insights about the products but also increase information’s quality collected Some popular social media platforms include Facebook, YouTube, Flickr, Instagram, LinkedIn, etc Among them, Facebook is the most popular social networking site in the world Facebook offers the firms, organizations many services to contact and communicate with their customers, and fanpage maybe used most Cvijikj and Michahelles (2013) mentioned that through fanpage, customers can engage with the firms by: posting content on the wall, commenting on the existing post shared by the moderator, pressing the “like” button to show interest in an existing and sharing the post on their profile wall Moreover, Ho and Wang (2015) presented that customer participation in fanpage through some activities such as becoming a member and sharing experiences, interacting with others, asking questions about the brand or product, or answering the comments Through commenting in fanpage, customers share their feelings and opinions about both the brand itself and other visitors The company uses fanpage to collect valuable information from their customer by reading their comments and conversation
(Hansson, Wrangmo & Klaus, 2013) The information which is considered as a crucial knowledge can help the firms in a variety of activities like ideas for design and development of new product, or trial of beta product (van Doorn et al., 2010) Thus, fanpage become a place where customers can participate in co-creation with the firms
The companies nowadays have paid more attention to look for motivation for customers’ participation in virtual community Most of these research based on Uses and Gratifications theory Uses and Gratifications theory, proposed by Katz (1959), has been considered as one of the most influential theories in the study of mass communication media (Curras-Perez, Ruiz-Mafe & Sanz-Blas, 2014) Uses and gratifications can be viewed as a psychological communication perspective which focuses on how individual use mass media and other forms of communication such as interpersonal communication to fulfill their needs and wants (Rubin, 2002) This theory has been used to a variety of mass media and media content, from the approach of radio, newspapers, magazines, television (Dunne, Lawlor & Rowley, 2010)
Korgaonkar and Wolin (1999) applied Uses and Gratifications theory to suggest the presence of seven motivations and concerns regarding Web use Social escapism motivation, transaction-based security and privacy concerns, information motivation, interactive control motivation, socialization motivation, non-transactional privacy concerns, economic motivation together with demographic factors are significantly correlated with three web usage contexts: the number of hour per day spent on the Web, the percentage of time spent for business versus personal purposes and the purchases made from the Web business Papacharissi and Rubin (2000) also identified five motivators for using the Internet: interpersonal utility, pass time, information seeking, convenience and entertainment Ko, Cho and Roberts (2005) used the structural equation modeling to identified major constructs in motivating for using the Internet (Information, convenience, entertainment and social interaction) and then confirmed their effects on other major constructs in interactive advertising Park, Kee and Valenzuela (2009) found on Uses and Gratifications theory revealed that students join Facebook Groups owing to the need to obtain information about on- and off- campus activities, to socialize with friends, to seek self-status, and to find entertainment Wang and Fesenmaier (2004a) classified these motivations into four categories: functional, social, psychological, and hedonic Functional benefits related to the participants get value derived from achieving specific purposes such as: information gathering and sharing, convenience and efficiency Hedonic benefits related to the experiences of feeling good, enjoyment, excitement, happiness, and enthusiasm Social benefits related to value derived from providing help and support, discussing and exchanging ideas, forming relationships, and getting involved with other members Psychological benefits related to value derived from belonging to the community and a sense of connect with other members in the community Kang
(2011) identified four benefit factors (functional, hedonic, monetary, and social- psychological benefits) as the predictors of member participation in hotel and restaurant fanpage Recently, Jahn and Kunz (2012) based on the classical concepts of Uses and Gratifications theory has proposed a framework included functional value, hedonic value, social interaction value, brand interaction value, self-concept value motivated customer engagement on fanpage of Facebook They found that both hedonic value and functional value on fanpage were one of the most important factors to attract the user to fanpage
Form on Uses and Gratification theory, functional value, hedonic value, and social value is chosen to examine Wang and Fesenmaier (2004a, 2004b) stated that just hedonic value and social value have mainly affect to the participation in travel community, however, many studies in the social media are also shown that functional value (Raacke & Bonds-Raacke, 2008; Foster et al., 2010; Jahn & Kunz, 2012) has an important role for social media users participation The study of Kang (2011) about the customer participation in fanpage in hotel industry combined social and psychological construct into a single construct, social-psychological benefits, due to their high correlation Moreover, Kang (2011) also demonstrated that functional, hedonic, and social-psychological benefits positively influence consumer participation in the hotel industry Therefore, functional value, hedonic value and social value are supposed to have positive effect on customer participation
Several research have been done to explore the consequences of customer participation in virtual community The participation in co-creation in virtual community lead the customers receive better product quality (Füller, Hutter &
Faullant, 2011), or enhance customer satisfaction (Nambisan & Baron, 2007), encourage repeat purchase (Dong, Evans & Zou, 2008; Roggeveen, Tsiros & Grewal,
2012) Brodie, Ilic, Juric and Hollebeck (2013) adopted netnographic methodology to identify a number of consequences of customer participation in virtual community, include consumer loyalty and satisfaction, consumer empowerment, connection and emotional bonding, trust and commitment Among them, customer satisfaction is influence by customers’ responses such as their enjoyment, excitement and pleasure of using the product/service It can be seen as a measure of the quality of the relationship between the customer and the firm (Wulf & Odekerken-Schro¨der, 2001) The more customers take part in, the higher they satisfy
Personality traits are defined as “dimensions of individual differences in tendencies to show consistent patterns of thoughts, feelings, and actions” (McCrae & Costa, 1990, p 29) It included extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience Several research has been done about the relationship between personality traits and virtual community participation (Kraut et al., 2002; Acar & Polonsky, 2007; Ross et al., 2009; Amichai-Hamburger & Vinitzky, 2010; Wilson et al., 2010; Seidman, 2013) Personality traits has direct and indirect influence on time spending using online social network (Acar & Polosky, 2007) Ross et al (2009) indicated that personality traits associated with some aspect of Facebook use The studies of Ross et al (2009), Amichai-Hamburger and Vinitzky
(2010) demostrated clearly that some of personality traits are linked to Facebook use
With above discussion, we proposed a conceptual model as follows To begin with, the model proposes that functional value, hedonic value, social value have a positive effect on customer participation Next, it also hypothesizes a positive effect of customer participation in customer life satisfaction Finally, personality traits in this study were test as factors moderating the relationship between functional value, hedonic value, social value and customer participation
Functional value
Before making any sensible decision, people always consider carefully about benefit and cost Consumers engage in any activities when they expect that they will get benefits in return Functional value related to value derived from achieving specific purposes such as: information gathering and sharing, convenience and efficiency Previous applications of Uses and Gratifications theory over brand communities and social media showed that information is a vital factor for participation in brand communities Park, Kee and Valenzuela (2009) pointed out that users join Facebook group to learn about on- and off-campus events and details about specific products and service Raacke and Bonds-Raacke (2010) in their research about identifying dimensions of Uses and Gratifications for friend networking sites demonstrated that people use friend networking sites (Myspace and Facebook) since they can get gratification from gathering and sharing of information related to themselves and others Kang (2011) found that functional benefits positively influence participation of members on hotel fanpage Jahn and Kunz (2012) stated that information or functional value has a significant and positive influence on usage intensity to fanpage Furthermore, Cvijikj and Michahelles (2013) found that post offering brand-related information increasing the level of engagement through liking and commenting, and providing information content which was found to cause the greatest increase in interaction duration
Customers participate in virtual community when they perceive that they can gain technology knowledge and learn more about the product’s information
(Nambisan & Baron, 2007) It is assumed that customers are motivated to engage in fanpage as they can find answer for their specific information needs On fanpage, customers can look for information product or service provided by the firms, read posts or comments of other members sharing and ask others about the quality of product or service Thus, the first hypothesis is as follows:
H1: Functional value has a positive effect on customer participation in fanpage.
Hedonic value
As well as functional value, hedonic value is an important factor for customers to take part in the virtual community Following to Wang and Fesenmaier (2004a), hedonic value related to the experiences of feeling good, enjoyment, excitement, happiness, and enthusiasm Ko, Cho and Roberts (2005) stated that hedonic is one of the motives for customers when they participate in the Internet Park, Kee and Valenzuela (2009) indicated that users join Facebook group for leisure and amusement needs Kang
(2011) showed that hedonic value significantly influenced participation of members on both hotel and restaurant fanpage Jahn and Kunz (2012) also believed that hedonic value on fanpage itself is one of the most important drivers for attracting users to fanpage of Facebook Moreover, Cvijikj and Michahelles (2013) also found that entertaining content was the most influential, by increasing engagement on all three individual levels – liking, commenting and sharing and it also has a positive effect on the interaction duration in fanpage
Some virtual communities provide games and contests related to member mutual interests, which make members feel more pleasure, fun and entertainment (Wang & Fesenmaier, 2004a) Hence, participating in a fanpage allows customers perceived fun and entertaining, they will more likely to visit and spend time on this fanpage The second hypothesis is proposed as follows:
H2: Hedonic value has a positive effect on customer participation in fanpage.
Social value
Social value related to value derived from building relationships and performing interactions such as providing information to help-seekers and receiving help (Wang
& Fesenmaier, 2004a) Virtual communities are ideal places to satisfy social gratification since it provides socially structured and convey social meaning (Wang,
Yu & Fesenmaier, 2002) Therefore, customers participating in social media will able to help and support each other by exchanging ideas and opinions of interest, answering other members’ questions and introducing new topics for discussion
(Madupu, 2006) Another reason why users join Facebook groups is to satisfy their social needs (meeting and talking with others, getting peer support and a sense of community) (Park, Kee & Valenzuela, 2009)
Since virtual community is non-geographical, customers can overcome the limit of time and space, contact with members from many countries around the world at any time they choose Consequently, virtual community becomes a part of their lives Past studies have indicated that social value have significantly influence to members’ participation in online community (Wang & Fesenmaier, 2004a, 2004b; Madupu,2006; Kang, 2011; Jahn & Kunz, 2012) When online members perceive that they can share with mutual interest with other members, they may visit fanpage more frequently and become more actively engage in fanpage activities Hence, it is argued that customers with high perception of social value will more participate in fanpage
H3: Social value has a positive effect on customer participation in fanpage.
Life satisfaction
Life satisfaction or quality of life is a complex concept and can be considered as the overall satisfaction in life (Vaez, Kristenson & Laflamme, 2004) Shen (2015) stated that quality of life evaluates a wide range of life contexts, including life environment, recreation, leisure time, social belonging and metal health Research about outcomes of co-creation value pointed out that the participation of customers will enhance customer satisfaction (Grửnroos, 2008; Vega-Vazquez, Revilla-Camacho & Cossớo- Silva, 2013) The more customers participate, the more they feel satisfied By participating in co-creation and contributing to the product development, customers will feel enjoyment, excitement, and pleasure of using the product/service Thus, it is considered that customers participate in co-creation on fanpage where they easily display their feeling, post their comments about the product or service, contact with the company and other fans will enhance their satisfaction or their life satisfaction Thus, the fourth hypothesis is proposed as follows:
H4: Customer participation in fanpage has a positive effect on life satisfaction.
Personality traits
Personality traits can be defined as "dimensions of individual differences in tendencies to show consistent patterns of thoughts, feelings, and actions” (McCrae & Costa, 1990, p 29) McCrae and John (1992) showed that five-factor model of personality are five broad domains or dimensions of personality that are used to describe human personality These factors include extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience The first trait, extraversion reflects person have tending to be social, outgoing and tend to gain energy in social situation; the second trait, agreeableness reflects person with a tendency to be kind, friendly to others, sympathetic and cooperative; the third trait, consciousness reflects the degree to which an individual is organized, reliable, systematic; the fourth trait, neuroticism reflects person with a tendency to experience psychological distress, anxious, easily upset and the final trait, openness to experience reflects person’s tendency to be more imagination, curiosity, like to learn new things and enjoy new experiences
People with high extraversion are more likely to use the internet to keep up with friends and family and to meet new people online and frequent chat (Kraut et al.,
2002) Seidman (2013) indicated that extraversion is associated with more frequent use of Facebook to communicated with others People with high extraversion have a tendency to seek out social stimulation and opportunities to engage with others, so that the fifth hypothesis is proposed as follows:
H5a: Extraversion moderates the relationship between functional value and customer participation
H5b: Extraversion moderates the relationship between hedonic value and customer participation
H5c: Extraversion moderates the relationship between social value and customer participation
People with strong agreeableness were found having belonging needs and used Facebook is a tool by which they meet these needs (Seidman, 2013) Belonging needs related to the form and maintain relatioships Fanpage has now becoming more popular with customers, customers with strong agreeableness will participate in fanpage to fulfill their needs through establishing and maintaining the relationship with the firms and other members The sixth hypothesis is as follows:
H6a: Agreeableness moderates the relationship between functional value and customer participation
H6b: Agreeableness moderates the relationship between hedonic value and customer participation
H6c: Agreeableness moderates the relationship between social value and customer participation
Researchers have shown that that people with high agreeableness and conscientiousness (Mooradian, Renzl, & Matzler, 2006; Matzler, Renzl, Müller, Herting, & Mooradian, 2008) are more likely to share their knowledge with others than those who are low conscientiousness In addition to, Amichai-Hamburger and Vinitzky (2010) suggested that people with high conscientiousness would have a higher number of friends on Facebook Fanpage is a place where members are easily to share their experiences about service/products with other member, so it is supposed that people with conscientiousness may have a tendency to take part in fanpage to connect with more people and share with others
H7a: Conscientiousness moderates the relationship between functional value and customer participation
H7b: Conscientiousness moderates the relationship between hedonic value and customer participation
H7c: Conscientiousness moderates the relationship between social value and customer participation
Ehrenberg, Juckes, White and Walsh (2008) indicated that people high in neuroticism had greater instant messaging use People with neuroticism are more sensitive to rejection, so that they may use Facebook as a safe place for self- presentation (Seidman, 2013) They may use fanpage as a source providing opportunities to connect with others people, to get help or support in situations that they will be fear to face in offline Then, it is proposed as follows:
H8a: Neuroticism moderates the relationship between functional value and customer participation
H8b: Neuroticism moderates the relationship between hedonic value and customer participation
H8c: Neuroticism moderates the relationship between social value and customer participation
High openness to experience is reflected in curiosity, like to learn new things and enjoy new experiences Fanpage gives new information about product or service of the firms, new trends in market, so it is expected that those who are more open to experiences would experiment by taking part in fanpage Besides, Ross et al (2009) point out that the higher level person with openness to experience is, the greater tendency he is sociable through Facebook Fanpage is the place where gathers many people with same interest, so that customers who are openness to experience may participate in fanpage to pursue their interest with like-minded members Therefore, the ninth hypothesis is proposed as follows:
H9a: Openness to experience moderates the relationship between functional value and customer participation
H9b: Openness to experience moderates the relationship between hedonic value and Customer participation
H9c: Openness to experience moderates the relationship between social value and customer participation.
Methodology
Procedure and sample
The research consisted of two phases, a pilot study, and the main survey, and was done with the participants who have a Facebook account and are following one fanpage The pilot study was a qualitative research and the main survey was quantitative research A qualitative study was conducted by the in-depth interviews with six people in Ho Chi Minh City with the age from 24 to 28 They are included three people are office staffs, the other three are the ISB students Although most of the measures of the constructs were mentioned in the previous literature, this step was necessary to make them appropriate and easy to understand After the interview, some significant feedbacks and suggestions from the interviewees were collected to make the improvement for the official questionnaire to ensure the understanding of respondents
The questionnaire of the main survey was sent indirectly by using Google Docs for the ISB students, the author’s colleagues and friends via email The survey was also given directly in papers for people in Gia Dinh Park Most of the respondents did the questionnaire through the link the author shared in social network (Facebook and Zalo) The procedure analyzing the data collected included test of reliability by
Cronbach’s alpha, Exploratory Factor Analysis (EFA) and Confirmatory factor analysis (CFA) were applied to assess the validity of measurement scales, hypotheses of this study were tested by Structural Equation Modeling (SEM) and Multi-group analysis SPSS and AMOS software were used to analyze the collected data.
Measurement
There are five constructs were examined in this study: functional value, hedonic value, customer participation, personality traits and life satisfaction Items for each construct are showed in Table 1
Both functional value, hedonic value and social value asking about the content of fanpage were simply measured by four items borrowed from Jahn and Kunz (2012) Each item was measured on a seven-point Likert scale anchored with (1) “strongly disagree” to (7) “strongly agree.”
Customer participation was measured by four items about the activities on fanpage according to Kang (2011) This construct was measured on a five-point Likert scale anchored with (1) “strongly disagree” to (5) “strongly agree”
Personality traits which contained extraversion, agreeableness, conscientiousness, neuroticism, openness to experience were measured by sixteen items followed from Olsen, Tudoran, Honkanen and Verplanken (2016) asking about the characteristic of survey participants Each item was measured on a seven-point Liker scale anchored with (1) “Strongly disagree” to (7) “Strongly agree” and “R” denotes Reversed-score
Life satisfaction or quality of life was measured by five items based on Diener, Emmons, Larsen and Griffin (1985) Each item was measured on a seven-point Likert scale anchored with (1) “strongly disagree” to (7) “strongly agree”
FV1 The content of the Facebook brand page is helpful for me
FV2 The content of the Facebook brand page is useful for me FV3 The content of the Facebook brand page is functional for me FV4 The content of the Facebook brand page is practical
HV1 The content of the Facebook brand page is fun
HV2 The content of the Facebook brand page is exciting HV3 The content of the Facebook brand page is pleasant HV4 The content of the Facebook brand page is entertaining
SV1 I can meet people like me on this Facebook brand page
SV2 I can meet new people like me on Facebook brand page
SV3 I can find out about people like me on this Facebook brand page
SV4 I can interact with people like me on this Facebook brand page
CUSPA1 I take an active part in the fanpage X
CUSPA2 I frequently provide useful information to other members
CUSPA3 In general, I post messages and responses on the fanpage X with great enthusiasm and frequency
CUSPA4 I do my best to participate in activities offered on the fanpage X
QoL1 In most ways my life is close to my ideal Diener,
QoL2 The conditions of my life are excellent
QoL3 I am satisfied with my life
QoL4 So far I have gotten the important things I want in life QoL5 If I could live my life over, I would change almost nothing
EXT1 I see myself as outgoing, enthusiastic
Olsen, Tudoran, Honkanen and Verplanken
EXT2 I see myself as reserved, quiet (R) EXT3 I see myself as chatty, talkative AGR1 I see myself as sympathetic, warm
AGR2 I see myself as critical, quarrelsome (R) AGR3 I see myself as kind, friendly to others CON1 I see myself as dependable, self-disciplined
CON2 I see myself as disorganized, careless (R) CON3 I see myself as punctuality, systematic CON4 I see myself as messy, inaccurate (R) NEU1 I see myself as anxious, easily upset
NEU2 I see myself as calm, emotionally stable (R) NEU3 I see myself as nervous, tense
OPE1 I see myself as open to new experiences, complex OPE2 I see myself as conventional, uncreative (R) OPE3 I see myself as creative, lively imagination
The questionnaire was originally in English but then was translated into
Vietnamese by an academic fluent in both languages This procedure was undertaken because all the respondents are Vietnamese The questionnaire consisted three parts The first part included the screening questions to confirm whether the participant is a Facebook user and is following one fanpage The second part comprised questions measuring five constructs The demographic and Facebook-use information were embraced in the final part of the survey.
Data analysis
Descriptive Analysis
After distributing to 300 respondents, a total of 250 questionnaires were collected Because of having 19 invalid ones, the rest of 231 was used for data analyzed with SPSS Version 16.0 software The sample had 40% of the participants were male and 60% were female There were 40.3% ranged in age from 18 to 25 years old, the highest percentage was age from 26 to 35 years old (55%), only 4.8% ranged from 36 to 50 years old, none of participants was over 50 In terms of career, most of the respondents were officer staff with a percentage rate of 69.7%, students accounted for 20.3% and 2.6% of them was housewife In terms of income, from 5 to 10 million VND per month was 98 persons, equivalent with 42.4%, the lowest percentage belonged to both level from 15 to 20 million VND and level over 20 million VND with
3 % About the average time spent on fanpage, most of respondents spent less than a half an hour a day with 35.5% Besides, the respondents also spent between half and 1 hour a day and between 1 and 2 hours a day with the percentage of 29.4% and 19.5%, respectively Only 5.2% respondents spent more than 4 hours a day on fanpage Finally, Foody, nhaccuatui.com and Lazada were the three most frequency fanpage which were accessed by the respondents with the percentage of 27.3, 18.6, 18.6 respectively.
Cronbach’s Alpha, EFA, CFA and SEM
In this study, Cronbach’s alpha was applied to examine the reliability of the scales All of observed variables satisfied both conditions of Cronbach’s alpha and item-total correlation Cronbach’s alpha coefficients ranged from 0.788 to 0.916 Moreover, the corrected item-total correlation of all these scales also met the criterion of above 0.30
As a result, all these constructs were acceptable
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Functional Value (FV): Cronbach's Alpha = 0.865
Hedonic Value (HV): Cronbach's Alpha = 0.788
Social Value (SV): Cronbach's Alpha = 0.912
Life Satisfaction (QoL): Cronbach's Alpha = 0.859
Customer participation (CUSPA): Cronbach's Alpha = 0.916
Following Cronbach’s alpha, EFA was used to test the relationships among internal variables After two running EFA, the KMO value = 0.876 and significant value p Life satisfaction 0.234 0.070 3.367 0
Results of moderating effect
Multi-group analysis in SEM was used to test the moderating effect of personality traits In this research, moderating variable was measured following seven-point
Likert scale Therefore, personality traits variables were encoded to two groups based on their median (median of EXT: 5; median of ARG: 5.333; median of CON: 5.25; median of NEU: 3.6667, median of OPE: 5), they were high group and low group
The results of multi-group analysis reveal that there was no difference found in the two models (variant and invariant) in terms of Agreeableness (χ 2 = 2.641, df = 4, p= 0.620); in terms of Neuroticism (χ 2 = 3.605, df = 4, p= 0.462); in terms of
Openness to experience (χ 2 = 2.723, df = 4, p= 0.605) Consequently, H6a, H6b,
H6c, H8a, H8b, H8c, H9a, H9b, H9c were not supported However, these results of
Extraversion (χ 2 = 12.663, df = 4, p= 0.013