Key factors affect to satisfaction of social network services and how to develop effective social network applications

Thus, my research will support Vietnamese companies or Groups to improve the satisfaction level of Vietnamese consumer in using social network service as II] as to build a new and right

RESEARCH provect MXH

Acknowledgements

First and foremost, I want to give my big thanks to lecturers in MBA OUM program

in Ho Chi Minh City, especially the lecturers in Business Administration Faculty, who have imparted knowledge and valuable experiences to us

I would like to express my whole-hearted gratefulness to my supervisor, Mr.Hung, who guided us to complete my research project

I also want to give my big thanks to companies, Groups, citizens who have supported us to complete the data collection for my research project

Once again, I hope the lecturers have a good health and success for both life and career Thank you very much!

Ho Chi Minh City, 2016

Ha Nguyen Phuoc Long

RESEARCH porcr: Km

Executive Summary

In global economy, every company or Group tries to achieve the market as much as

possible that creates a lot of innovative strategies to compete all competitors As I

know thatInformation Technology keeps a very important role in human’s life for

both social life and business that affects too much to human trends next decades;

and I can see that social network isnot only“a usual tool” for social life and business

but also the competitive advantagesthat supports global business to get all useful

information from market, to understand what the market need is, how to take an

successful business in global market, or so on

In Vietnam economy, especially for Ho Chi Minh City, social network is very

familiar with Vietnamese users; it is “a place” where not only provides entertainment services but also supports everybody to find all kind of information that they need every time and everywhere In fact, the level of satisfaction of using social network is not evaluated highly because of a lot of reasons such as network quality, consumer support, diversity of entertainment, diversity of applications and information security, or so on The biggest question here is which key factors affects to satisfaction of using social network services as Ill as how to develop company’s or Group’s applications to connect with consumer behavior effectively, and if company or Group can anslr this question, they can achieve the market very easily and create a very competitive advantage for long-term by using this future

foundation — social network for their business

Thus, my research will support Vietnamese companies or Groups to improve the satisfaction level of Vietnamese consumer in using social network service as II] as

to build a new and right direction of social network applications to better quality of social network service in Vietnamese market, especially for Ho Chi Minh City

Ha Nguyen Phuoc Long EE

List of Abbreviations -. ccccccncnrnHHnHHh HhHhHht20101101.0nne 7

CHAPTER 01 -INTRODUCTION -c-snseetetrttrrtrrrtrdtrtrtrtrrttrrdtree 8

1.1 Reason of This Research / Study . -«eeeirrrrrrrrdrtrrderrdtrrrrtrre 9

1.1.1 Background / Context -‹-cceererererrtrrrrrrtrrrrrtrdrrrtrrrrrrrrrrrrr 9

1.1.2 Practical Problems - - sec snserrentrttttrrrrHrrtttrtdrtrtrerrere 9

1.2 Research ObjectiVe c+rreeerierrrrrrrrrrdrrrdrrrrrrrrttrirrrertrrrrrrrrrrrinrter 10

1.2.1 General ObjectiV€S - cccenrrerrrrtrrdtrrrrrrrrdrrrdrddrritrrtrrrirrnrtrdrrrrrr 10

1.2.2 Specific Objectives . ceerrrrertrrrrrrtrrrrrdtrrtrrrrrrrrrrrrrdtrrtrr 10

1.3 Research Object -sccsrrserhtrherrrtrrrirrrttrtrrrrrrrrtrirrrrertrtrrtrrnirtrrrrrnnr 10

1.4 Research Question -cseerrrrrrrrrrrrrre 11

1.5 Research ScOpe -cerrenhhrtrerrrrrrrteitrdrrrrdrrdrrrrrtrrtrrtdrrlttrnsrdrtrrrrrir H

1.5.1 Objects Limiftation -serrererrertrrtrrrrrrrrtrrdrrrrrtrrrrrderrrerrrie lãi

1.5.2 Location Limitatioii - - : 55s hnrhhhthtrttrtrttterertrrrrrrrrtrrtrrerre 12

1.5.3 Time LimitatiOn 5à 5à scsrnrnhnhthhhtttt12180112.11n110nn110 12

1.5.4 Target Researching (Career Limitation) -ceererrrrerrrrrrtrrrrrrtrrre 12

1.6 Methodology and Data OverviewW e-eeerrrrrrrrrrrtrrrrrrrrrrrrrrerrr 12

1.6.1 QualitativeResearch -. seeeerrrrrrrrrdrrrrrdrrrdrdtrtrdrrdrdrrrrrdriir 12

1.6.2 Quantitative Research -ceeerrrrrrrrrrrtrrrtrrrrrtrrrrrtrrrterrrrrir 13

1.6.3 Description Method eerererrrrrrrrrrtrrtrrrrrrrrrrrrrrrrtrnrrnr 13

CHAPTER 02 — LITERATURE REVIEW AND THEORETICAL MODELS .13

2.1 Introduction about SNS and Some Defimitlons -eerrerertrrrerrree 14

2 1.1 Deñinition of SNS ceherhrrHrddrrdtddtdrttdtrrrrrtrrrreretrrtrretrrritrrrrt 14

2.1.2 Definition of Satisfaction sec csiernehrrerrrdrrrrrrrrrrrrerderrrrrerrtrree 14

2.1.3 Definition of Service Quality c se ererdrdtrdrrrrrrrrrrrrrrildtrrtrterntre 14

Ha Nguyen Phuoc Long Ee

Ta —

22 General Standards to Evaluate Satisfaction of Using SNS s. 14

2.2.1 SERVQUAL Mođel . - 5s sằ‡cenntrtrtertrttrtrtrrrrtrrrdrrrrrrtrrrrrrrre 14

2.2.2 TAM Model, E-S-Qual & E-RecS-Qual . -+ enhentrerrtre 15

2.2.3 The Research Result of Nashi, Matthew K.O Lee, Christy M.K Cheung and

Huaping Chen cccctsnneenhehrerrtirtrrrrrtrtrrrreddrerdrdlrttrrtrndrdrrrrrrnir 17

2.3 Key Factors Affecting to Consumer Satisfacton of Using SNS 17

CHAPTER 03 _~ METHODOLOGY -c-cnenhehrrrrdrrrrrrrrrdrrrrrrrrrrtrrr 22

3.1 Process of Research 5 canh nh 9211810110011 22

3.1.1 Qualitative Research esrrrerererrrrrrrrrrdrrrrdtrredrrrtrrrrrrir 23

3.1.2 Quantitative Research -cerrerererrrrrrrrrrrrdrdtrrtrrtrrrrrrdrrrtrir 23

3.2 Questionnaire Building -. -: -+errrerrrrrerrrerrrrrdrrrrrtrrrrrrrrrre 23

3.3 Research Sarmples - -+ec+c+cetththtnrrtrttrrtrerirridrrtrrtrrtrtrrdrrrrdrdrrrrriie 24

3.3.1 Research SampÌe -. s2 netntrntetrrrtrtrtrrrtrirtrrrrrteriterrtrrririrerirre 24

3.3.2 Research Sample Collection -++s+s+rrrerererserrtrttttrtrrdrrrrrerrrrrre 24

3.4 Scale Building for Key Factors Affecting to Consumer Satisfaction of Using

3.4.6.Maintaining Offline ContacfS -reererrrrtrrmrrrtrrrrrrrrrrrrr 27

3.4.7 Meeting New People . . cceceeerrrrrrrtrrrrrrrrrtrrrrrrrrtrdrrrrtrrre 27

3.4.8 Information Seeking -s-ssnhetrttrtdrtrtrdrdtrrrrrtrrrrrterrrrrrdrre 27

3.5.1.1 Item-Total Statisfics . + sen Hee 28 3.5.1.2 KMO & Bartlett’s Test AnaÌySIS -c‡ehrrrirrrrrrtrrre 30 3.5.1.3 Rotated Cormponent MatrIX? -.‹ cenerrrrietrrrtrtrrrrrrrrrrrrritt 31 3.5.2 Dependent Variable Analysis - -errrererrrerrrdrrrrrttrrrrrrie 32 3.5.2.1 Reliability StatistiCS -ccierehhrrrrdrrrrrrtrrrrrrrrerrrrtrrrrirr 32 3.5.2.2 KMO & Bartlett’s Test Analysis nnhrrrrrriirrrrrerie 32 3.5.3 The Official Research Model -. -scnenhenhhhrHrHrrrrerrrrrrrer 33

RESEARCH PROJECT

4.4 Key Finding - sss+sx nét threrrrHH12.2.11.m10ntnnrnrrrrrrrrrriirerie 50

CHAPTER 05 ~ CONCLUSION AND RECOMMENDATIONS 51

5.1 Social Network Service Development and Future Forecasf -‹- 51

5.2 SWOT Analysis and Its Applying for SNS -creerrererrrrrre 51

5.3 Recommendations and Solutions to Improve Satisfaction of Using SNS 54 5.3.1 System Availability c-crereerrrrrtrrrrrrrrrrrrrrrrrrrrrrr 54 5.3.2 Meeting New PeopIle ‹ - «set 55 5.3.3 Information Seeking cc ccseeceseseeeeceerecrserenestenessssessesansenesennenteetsen senses 55 5.3.4, Entertainment ccccccccccecscscesecrsersssseescesesaseersesseracessnsasensesenenansenseneconsnersenes 55

: Asia America Gateway : Exploratory Factor Analysis : Electronic Recovery Service Quality : Electronic Service Quality

: Facebook : Global Positioning System : Kaiser-Meyer-Olkin : Perceived Ease of Use : Perceived Usefulness : Service Quality : Social Network Service : Statistical Package for the Social Sciences : Secure Sockets Layer

: Strengths, Iaknesses, Opportunities, and Threats

: Technology Acceptance Model : Theory of Reasoned Action : Television

researcu prosect EUS

CHAPTER 01 -INTRODUCTION

1.1 Reason of This Research / Study

1.1.1 Background / Context

Today, in global economy, every company or Group must try to change their strategies to

adapt with market need that creates a lot of different ways to reach the great market share

or maintain their position in market In 2013 and beginning of 2014,based on Information

Technology News (2013), Vietnam is one of Asian nations which had the highest speed of

economic growth with 8% per year, and it is giving us a gold chance to build and develop

my economy with much convenience

To support a lot for Vietnamese economic growth, it needsInformation Technology

revolution, industrialization & modernization; and in fact, some kinds of services such as

Facebook, Google Plus or Zingme develop with unbelievable speed in Vietnam market,

especially for Ho Chi Minh City.Based on Information Technology News (2013) —

thongtincongnghe.com, up to 08/2013, Vietnam has got 19.6 million Facebook users that

keeps 21.42% Vietnam population as Ill as achieve 71.4% internet users; and the growth

speed of Vietnam Facebook users reach the top of 16 all over the world up to 07/2013

(these numbers are research result of Socialbarkers & SocialTime.Me — 2013 that is announced at Vietnam Information Technology Seminar 18 in Ho Chi Minh city) Thus,

the role of social network in Vietnam, especially for Ho Chi Minh City is more and more

important day by day, and certainly the standard of satisfaction is higher and higher also

1.1.2 Practical Problems

Besides benefits and positive impacts that social network service brings to, it always has got problems

Y Firstly, that is Security leak.According to Symantec Survey, in 2013, the total number

of data leak in the world increased 62% compared to last year, leading to more than

552 million users who Ire leaked their personal information This demonstrates hacker

is really a very big threat to users and businesses around the globe Among them,

Ha Nguyen Phuoc Long

RESEARCH PROJECT

Vietnam was ranked 12" of network attacks More than half of Internet’s users who

lost personal information account of e-mail, online account or social networking

Especially is social networking where contains many personal information So, with

the status of information security issues on Internet, especially social network at

present, it will affect to trust and satisfactionof user

Y Finally, it is wasting too much time of using SNS for useless purpose At present, in

Vietnam generally and Ho Chi Minh City particularly, more and more people join in

social networking service, especially is the youth According to data that has updated

since August 2013, there Ire 1.6 million Facebook’s users, gain 21.42 percent of

population and gain 71.4 percent Internet’s users Besides people who use SNS to work,

sensible relaxing; with the pressure of moder life, the need to take care of the image

itself is increasing

With these problemsand positive impacts that social network gives usersabove, I wonder

how users feel about social network services

1.2 Research Objective

1.2.1 General Objectives

Nowadays, with the rapid development of technology, people have a lot benefits from it

Social Network is also a breakthrough of Information Technology at modern times How is

Social network growing? Thereby, my team wants to learn and research the satisfaction

level that influences the development of social networks service and how to build and

develop applications associated with social networking development

1.2.2 Specific Objectives

¥ Researching habits, needs and purpose of using social networking

Y Researching perception of users on social network service

Y Identifying the factors that affect the desire to use, the satisfaction of users on

social network service

v Researchingthe relationship between satisfaction and these factors to know how to build and develop thesefascinatingapplications for social network service

1.3 Research Object

Ha Nguyen Phuoc Long ST

Some definitions about Social Network, consumer satisfaction:

Y Social network: is a service that connects members with similar interests on the

Internet together with many different purposes, regardless of space and time

Y Consumer satisfaction: is the perceived status of a product by consumers about the level of benefits that a product provides realistic than what he expected

L identify 2 objects that effect strongly to thesis:

v The key factors that affect to the satisfaction of social network services

Y The applications which affiliate with social network service and their development

1.4 Research Question

Which factors affect to satisfaction level of social network service?

What is the relationship between these key factors and satisfaction?

What is the future trend of SNS?

How to build good social network applications based on these key factors in this research?

Ha Nguyen Phuoc Long mau

RESEARCH PROJECT

Y Google+: is social networking service operated by Google This service is made public on 28/6/2011, started under the test phase, participants must have an invitation That’s seen as Google’s effort to against Facebook-the social network had over 500 million users in 2010

¥ Zing Me: is the social network servicewhich was developed by VNG (Vina Game)

In Vietnam, Zing Me is greatest social network service Zing Me is a social network for the Vietnamese community for the different purposes of entertainment, making friends, finding friends, sharing information or so on

1.5.2 Location Limitation

With the purpose of research and find out the level of satisfaction when using social networking services in Vietnam, out team agreed to select limited research area is Ho Chi Minh City Because limits of conditions and knowledge so the research team selected this scope to respond effectively and accurately

1.5.3 Time Limitation

During the time to research thesis, I set the time limitation between 5th January, 2016 and

18th April, 2016

1.5.4 Target Researching (Career Limitation)

My team chooses the target of researching that is the officers, high school students or students of universities with age from 18 to 45 year old

1.6 Methodology and Data Overview

This research carried out over two main steps: a preliminary study using qualitative

methods and main research I using quantitative methods I focus on Real Sample / quantitative survey Besides that I use online survey (supporting for quantitative survey) Moreover, I use a description method: assessment of the data collect from newspapers, magazine or so on

The process used to collect information and data for the purpose of making research decisions The methodology is include publication, research, interviews, surveys and other research techniques, and could include both present and historical information

Ha Nguyen Phuoc Long EE

RESEARCH PROJECT

1.6.1 QualitativeResearch

To evaluate the questions in the questionnaire by use the direct interviews with the

intervielrs Research purposes to adjust and complement the scale and the service quality

needs of consumers

1.6.2 Quantitative Research

] will make all questionnaires about needs, satisfaction of the users when they use social

networking Then divide for all members in Group to interview the users

The steps | am following:

v Make questions to be simple, easy to understand

Put the question is not important in the final

Go to specific issues

Logic

To test survey with members in Group or friends

A gift or incentives for interviews

Collect data

¥ Share the results with users

I use web base software from: https://docs.google.com; and I will create Surveys, collect

responses and analyze results After that, Information collected will be processed by SPSS

software Thereby will be analyzed and clarified issues

1.6.3 Description Method

L assess all of data collections from newspapers, magazine or so on

1.7 Conclusion

After the first chapter, I have a great view of social network background in Vietnam

generally and Ho Chi Minh City particularly; knows thoroughly purpose of this research

Moreover, this chapter also defines research objective of topic, concurrently, I mention the

main research questions to examine and determine which key factors affects to satisfaction

with social network services and their applications in developing social network apps”

Ha Nguyen Phuoc a |

articulate a list of other users with whom they share a connection, traverse and view their

list of connections and those made by others within this system The nomenclature and

nature of all connections can differ from sites to sites

2.1.2 Definition of Satisfaction

One more definition about satisfaction, Soheil Taati Rad (Rad, 2011) thought that after

users received the services or purchased merchandise, he or she might be satisfied or

dissatisfied that creates a question here — what is satisfaction and how this satisfaction will be conceived It is said that satisfaction is a positive perception conceived after utilizing a good or provide / delivering service

2.1.3 Definition of Service Quality

Based on Parasuraman, Valarie A Zeithaml and Leonard L Berry (Parasuraman and Berry, 1991), quality is an indistinct and elusive construct Usual mistakes for imprecise adjective

like goodness, light, shininess or luxury that creates a lot of different standards to evaluate

quality In fact, when users purchase goods, the users will get some tangible cues to evaluate good quality such as style, hardness, color, label, feel, package or fit But when users purchased service, there are felr tangible cues exist that I can know tangible evidence

is limited to service provider’s equipment, environment, personnel or so on

2.2 General Standards to Evaluate Satisfaction of Using SNS

2.2.1 SERVQUAL Model

Ha Nguyen Phuoc Long

RESEARCH prosect MỹạMMMẽ

According to Parasuraman (1985, 1988) define service quality is determined by the differences between consumer’s expectations of services provider’s performance and their evaluation of the services they receive Service quality is a focused evaluation They use to that reflects the consumer‘s perception of elements of service such as interaction quality, physical environment quality, and outcome quality These elements are in turn evaluated based on specific quality dimensions: reliability, responsiveness, assurance, empathy and tangibles With the Satisfaction, on the other hand, is more inclusive: it is influenced by perceptions of service quality, product quality, and price Moreover, Satisfaction still

influenced with situational factors as Ill as persona] factors According to Parasuraman,

Zeithaml and Berry(Parasuraman et al., 1988), five principal dimensions that consumers use to judge service quality include reliability, responsiveness, assurance, empathy, and tangibles as shown below

Y Reliability: the ability to perform the promised services both dependably and accurately

Reliable service performed is a consumer’s expectation and means that the service is

accomplished on time, in the same manner, and without error every time

¥ Responsiveness: the willingness to help consumers and to provide prompt service Try

to keep the consumers waiting

Y Assurance: makeconsumers know exactly details the information to make the trust and

Besides that, Parasuraman (Parasuraman et al., 1985) suggested that when perceived service quality is high, then it will lead to increase in consumer satisfaction He supports that fact that service quality leads to consumer satisfaction and this is in line with Saravana

& Rao, (2007, p.436) and Lee et al., (2000, p.226) who acknowledge that consumer satisfaction is based upon the level of service quality provided by the service provider

2.2.2 TAM Model, E-S-Qual & E-RecS-Qual

Ha Nguyen Phuoc Long Tan

RESEARCH PROJECT

According to Technology Acceptance Model(Davis, 1989)that I can call TAM, the model research is used to identify individual’s acceptance for new Information Technology E-S- QUAL (Electronic Service Quality) is the quality of e-service measurement model, which

is developed from SERQUAL model by Parasuraman, Zeithaml & Malhotra Para (Parasuraman et al., 2005) At first, E-S-QUAL model included almost of elements into SERQUAL research with 11 E-SQ dimensions as follows:

Y Reliability: Correct technical functioning of the site, the accuracy of service promises and product information

¥ Responsiveness: The ability to respond quickly and help when consumers need

“ Access: The ability to access the Ibsite and contact to the company quickly when

needed

Y Flexibility: Method of payment, delivery, purchasing, and return items is flexible

Y Ease of navigation: The Ibsite has functions that can help consumers finding what they need easily

Y Efficiency: The Ibsite is good design, simple to use, and does not require consumers to enter many information

S Assurance/Trust: The confidence and trust of consumers when transactions through the Ibsite, products, and services, which are provided clear and reliable information

Security/Privacy: The level of safety of the personal information

Price knowledge: The price that consumers can accept

Site aesthetics: The friendly of Ib interface

NNN Customization/Personalization: How much and how easily the site can be tailored to

individual consumers’ preferences, histories, and ways of shopping

E-S-QUAL Scale:

Y Efficiency: the ease and how to use and speed of access to the site

Y Fulfillment: The extent to which the site’s promises about order delivery and item availability are fulfilled

v System Availability: The functions technology of the site

Y Privacy: The level of safety and security of consumer information

E-RecS-QUAL Secale:

Y Responsiveness: How to solve the problem and feedback

¥ Compensation: The level of compensation to consumers when they have problems

Ha Nguyen Phuoc Long

RESEARCH PROJECT

#“_ Contact: The availability of assistance via phone or online representatives

All of dimensions of E-S-QUAL and E-RecS-QUAL Ire proved to affect significantly evaluation of consumers for service quality Reliability and validity tests performed on E- S-QUAL, which strongly influence on consumers’ perceptions, and their loyalty intentions

2.2.3 The Research Result of Nashi, Matthew K.O Lee, Christy

M.K Cheung and Huaping Chen

Based on Nashi, Matthew K.O Lee, Christy M.K Cheung and Huaping Chen (Shi et al., 2010), they emphasized a lot of important components that affect directly to consumer satisfaction for using social network service, especially for motivation component In fact, the gratifications approach and uses that gratifications and use concentrate the motivation

of social network service, and after that it will automatically create satisfaction gaining for

users

I can understand that it will create for consumer not only a motivation but also a benefit

Based on this theory, I can sum up fmy components of motivations below:

¥ Maintaining Offline Contacts

¥ Meeting New People

Expected Quality >| Non-Responded Need a

Figure 2.1 Spreng and Mackoy Model(Spreng and Mackoy, 1996)

Because of these reasons, reliability in Parasuraman is very accurate for the purpose of my Group is doing Therefore, that is a good choice Based on Parasuraman(Parasuraman et al.,

1988)

In conclusion, key factors can create consumer satisfaction for using social network service,

from this argument; the assumption will be set below:

“H1: Reliability will affect directly to consumer satisfaction for using social network service And if Reliability is high, satisfaction of SNS users will be increased.”

“H2: Efficiency will affect directly to consumer satisfaction for using social network service And if Efficiency is high, satisfaction of SNS users will be increased

H3: System Availability will affect directly to consumer satisfaction for using social network service And if System Availability is high, satisfaction of SNS users will be

“H6: MaintainingOffline Contactswill affect directly to consumer satisfaction for using

social network service And if Maintaining Offline Contacts is high, satisfaction of SNS users will be increased

Ha Nguyen Phuoc Long i

RESEARCH PROJECT

H7: Meeting New Peoplewill affect directly to consumer satisfaction for using social network service And if Meeting New People is high, satisfaction of SNS users will be

increased

H8: Information Seeking will affect directly to consumer satisfaction for using social

network service And if Information Seeking is high, satisfaction of SNS users will be increased

H9: Entertainment will affect directly to consumer satisfaction for using social network service And if Entertainment is high, satisfaction of SNS users will be increased.”

Reliability Efficiency

RESEARCH PROJECT

vx New entrants in this industry: The more profitable market is, the more new entrants

join in this market that creates a lot of advantages for my business

Y Substitute products: The definition of alternative always exists in consumer behavior

that affect directly to consumer behavior

¥ Suppliers: One of the most important partners is my suppliers that support us a lot for

my business The more suppliers exist in the market, the more convenience I will get

for my strategy, and vice versa

“ Competition in this industry: The more competitors in market, the more competitive

the market is Thus, many competitors will provide products or services as Ill as reduce

attractiveness of this market

Y Consumers: The number of consumer can affect directly to my business strategy The

more consumers the market has, the more profitable my business

2.4.2 PEST Model

PEST model gives an overview of the whole environment from many different angles that

will support us for my business to set up suitable strategy or achieve the company goal

effectively There are fmy components below:

Y Political: This factor will recognize and prove the capability of government to certain

industry Political factors include trade tariffs, tax policy, social policy or so on

Y Economic: This factor will support us to know about economy’s or industry’s

performance accuracy

Y Social: Understating about social components that support us to know about cultural

trends, demographics or population analytics

¥ Technological: Information Technology keeps the very important role in building and

developing one business in global business

2.5 SWOT Analysis

A SWOT analysis is a planning method used to identified and used to evaluate the

Strengths, Iaknesses, Opportunities, and Threats

SWOT appropriate for work and analysis in Groups, to be used in business planning,

strategy development, competitor evaluation, marketing, service development

Ha Nguyen Phuoc ; ăn

Figure 2.3 SWOT Analysis

SWOT matrix is an important tool that can help managers to easily develop fmy types of

strategies:

“ Strengths — Opportunities strategies (S-O): To take advantage of the opportunities that

adapted to the strengths from outside

Y laknesses — opportunities strategies (W-O): To surpass laknesses to take advantage of

opportunities

Y Strengths — Threats strategies (S-T): To identify ways to reduce the vulnerability to

external threats by means of using company’s strengths

Y laknesses - Threats strategies (W-T): To set a plan to avoid laknesses to be susceptible

to external threats

2.6 Conclusion

This chapter discusses some necessary theories; popular models about individual’s

acceptance, attitude, and behavior for service quality of Social network services in the

world Then it presents some typical factors that influence to users from those researches

RESEARCH rao: MM

CHAPTER 03 - METHODOLOGY

In this chapter — chapter 03, I give information about methodology, data analysis, and findings to make clearly this research I will discuss about process of research, questionnaire building, and research sample, scale Building for Key Factors Affecting to

Consumer Satisfaction of Using SNS, or so on to define the model of key factors

Encode and input data Descriptive statistic Reliability analysis — verify coefficient and Cronbach’s Alpha

Exploratory factor analysis (EFA)

Y Regression analysis and discriminant analysis

Figure 3.1.Process of Research

Ha Nguyen Phuoc Long

RESEARCH pozcr mm

3.1.1 Qualitative Research

According to Hair(Hair et al., 1998), “qualitative research is the collection of data in the

form of text or images using open-ended questions, observation or found data”

Researchers collect data in detail by asking questions or observing behaviors In this type

of research, researcher use open-ended questions and other materials to facilitate in-depth

probing of participant thoughts

Respondents are 9 regular users of social networking services The contents of the

questionnaire for qualitative research methods see Appendix A: Questionnaire qualitative

research The interview participants helped to build, adjust the appropriate variables (key

factor) to scale, add, remove or change the wording for clarity and conformity with all

stakeholders formal study Scale results have been corrected

3.1.2 Quantitative Research

According to Hair(Hair et al., 1998) “Qualitative research is research that places emphasis

on using formal standard questions and predetermined response options in questionnaires

or surveys administered to large number of respondents” Therefore, | determine that the

task of this study is to test these items on large samples and ansIr research questions, there

are some items obtained are good inputs for the construction of the questionnaire The

results are the best way to support for statistical analysis

Factor analysis (EFA) was used to test the value scales, analytical method EFA in order to

shortened 1 set of observed variables are interdependent set of variables into a little more

meaningful to them than but still contains full information of the original variable set

Observed variables are selected variable load factor (Factor loading)> = 0.5, verse No

KMO (KaiserMayer - Alkin) that 0.5 <= KMO <= 1

Correlation analysis was performed between the independent variables and each other, as between the independent variables and the dependent variable Next, a multiple regression analysis to assess the degree of influence and assert the importance of each factor

3.2 Questionnaire Building

Ha Nguyen Phuoc Long SE

RESEARCH PROJECT

From the results of the scale adjustment, the questionnaire is edited to be completely base

on the ideas of anslrers I use Likert scale includes 5 level from 1 to 5 with the meaning is

1 = “completely disagree” and 5 = “completely agree” for the statements in the questionnaire

3.3 Research Samples

As mentioned in the scope and limitation of the study, the population of this study was people who use social network services, live and work in Ho Chi Minh City In order to implement this topic, I use the method which is non-probability sampling It is less costly and not loses much time

3.3.1 Research Sample

The dimension of sample defends on the analysis method This research applied factor analysis; it is exploratory factor analysis (EFA) According to Hoang Trong and Chu Nguyen Mong Ngoc (2008), the samples must be at least 4 or 5 times of variables that need

to conduct factor analysis Besides, following to Hair(Hair et al., 1998), in order to analyze EFA, I need to collect the data with at least 5 samples per 1 observed variable (29x5 = 145 samples)

In addition, in order to conduct regression analysis by the best way, Tabachnick and Fidell (1996) told that dimension of samples need to be ensured follow to the formula: n > 8m +

SO In there:

¥ n: dimension of sample

Ym: the number of independent variables of model

3.3.2 Research Sample Collection

The main method to collect data for this research is convenient survey

After built the questionnaire, ] created an online survey in Google Does, and then I begged friends, acquaintances for survey answering I also shared the online survey through e-mail, with the below link: https://docs.google.com/forms/d/] wm- ZO0irwLpYRL6AzciMxhY joOcDr PnheF3M3FivuQ/viewform

Ha Nguyen Phuoc Long 34

RESEARCH PROJECT 3.4 Scale Building for Key Factors Affecting to Consumer Satisfaction of Using SNS

Based on some theories and the same number of scientific papers by many academics all

over the world, I have some key factors that affects to consumer satisfaction of using social

network I have got nice factors includes reliability, efficiency, system availability, privacy, responsiveness, Maintaining Offline Contacts, meeting new people, information seeking

Privacy of user’s information DTCI

Registration account is easy and convenient DTC2

Make exactly the commitments with the users DTC3

The SNS use the correct features and efficiency DTC4

It makes it easy to get anywhere on the site DHỌI

The social network site is simple to use DHQ2

The social network site is lll organized DHQ3

RESEARCH PROJECT

System Availability scale of this research is built and developed by the research of Davis

(Davis, 1989), Parasuraman (Parasuraman et al., 2005), Zeithaml & Malhotra Para para

and Spreng & Mackoy(Spreng and Mackoy, 1996), they developed three observed

variables and signed as Table 3.4.3 below:

System Availability (DKD) Notation

The social network site is always available DKDI

The social network site launches and runs right away DKD2

The social network site does not crash DKD3

Free service DKD4

Table 3.5.System Availability Scale

3.4.4 Privacy

Privacy scale of this research is built and developed by the research of Davis (Davis, 1989),

Parasuraman (Parasuraman et al., 2005), Zeithaml & Malhotra and Spreng &

Mackoy(Spreng and Mackoy, 1996), they developed three observed variables and signed

It does not share my personal information with other sites QRT2

My information is protected from hackers QRT3

Table 3.6.Privacy Scale

3.4.5 Responsiveness

Responsiveness scale of this research is built and developed by the research of Davis

(Davis, 1989), Parasuraman (Parasuraman et al., 2005), Zeithaml & Malhotra and Spreng

& Mackoy(Spreng and Mackoy, 1996), they developed three observed variables and

signed as Table 3.4.5 below:

Responsiveness (TTN) Notation

It provides me with convenient options for returning items TINI

The social network site offers a meaningful guarantee TTN2

Getting and responding on error feedback TTN3

RESEARCH PROJECT 3.4.6.Maintaining Offline Contacts

Maintaining Offline Contacts scale of this research is built and developed by the research ofNashi, Matthew K.O Lee, Christy M.K Cheung and Huaping Chen(Shi et al., 2010), he developed three observed variables and signed as Table 3.4.6 below:

Maintaining Offline Contacts (DTMQH) Notation

To check out someone you met socially DTMQHI

To learn more about the people in my classes/workplace DTMQH2

To keep in touch with my old friends DTMQH3

Table 3.8.Maintaining Offline Contacts Scale

3.4.7 Meeting New People

Meeting New Peoplescale of this research is built and developed by the research of Nashi,

Matthew K.O Lee, Christy M.K Cheung and Huaping Chen(Shi et al., 2010), he developed

three observed variables and signed as Table 3.4.7 below:

Meeting New People (TLMQH) Notation

To meet new people who are good or helpful for studying or working TLMQHI

To make new friends in virtual Group TLMQH2

To meet people that you have seen without having chance for TLMQH3

Information Seeking (TKTT) Notation

To find out about things going on at my school, workplace and other TKTT1

social relationships

To keep up to date with the current trends TKTT2

To find out about things that are related to my interest TKTI3

To take a break between work and life G13

Table 3.11.Entertainment Scale

3.5 Preliminary Analysis

3.5.1 Preliminary Cronbach’s Alpha (Analyze EFA)

3.5.1.1 Item-Total Statistics

Reliability Statistics Factors Cronbach's Alpha N of Items Reliability 770 4

Efficlency 552 3

System Availability 902 4

Privacy 591 3

Responsiveness 585 3

Maintaining Offline Contacts 807 3

Meeting New People 815 3

Entertainment 818 3

Table 3.12.]tem-Total Statistics — Reliability Statistics

Item-Total Statistics Independent Corrected Item- Cronbach's Alpha if Factors

Variables Total Correlation Item Deleted Reliability DTCl 597 702

Ha Nguyen Phuoc Long

RESEARCH PROJECT

DHỌI 306 535 Efficiency DHQ2 409 373

DHQ3 382 428

DKDI 759 881 DKD2 858 846 System Availability

DKD3 706 901 DKD4 805 865 QRT] 429 447 Privacy QRT2 381 518

QRT3 389 506

TTNI 338 583 Responsiveness FTN2 444 410

TLMQH2 653 700 People

TLMQH3 719 691

TKTTI 806 823 Information

TKTT2 779 847 Seeking

TKTT3 766 859 Entertainment GTI 605 816

Ha Nguyen Phuoc Long

Table 3.13.]tem-Total Statistics — Summary

Based on Table 3.12 and Table 3.3, I have got conclusions below:

¥ The Cronbach’s Alpha value of Reliability factor is 0.770 > 0.6 that means this factor has reliability index which is accepted

¥ The Cronbach’s Alpha value of Efficiency factor is 0.552 < 0.6that means this factor has reliability index which is not accepted

Y The Cronbach’s Alpha value of System Availability factor is 0.902 > 0.6 that means this factor has reliability index which is accepted

v The Cronbach's Alpha value of Privacy factor is 0.591 < 0.6that means this factor has reliability index which is not accepted

¥ The Cronbach’s Alpha value of Responsiveness factor is 0.585< 0.6that means

this factor has reliability index which is not accepted

¥ The Cronbach’s Alpha value of Maintaining Offline Contacts factor is 0.807 >

0.6 that means this factor has reliability index which is accepted

¥ The Cronbach’s Alpha value of Meeting New People factor is 0.815 > 0.6 that means this factor has reliability index which is accepted

vs The Cronbach’s Alpha value of Information Seeking factor is 0.859 > 0.6 that means this factor has reliability index which is accepted

¥ The Cronbach’s Alpha value of Entertainment factor is 0.818 > 0.6 that means this factor has reliability index which is accepted

3.5.1.2 KMO & Bartlett’s Test Analysis

Df 406 Sig 000

QRT2

Table 3.15.Rotated Component Matrix*

Based on Table 3.14 ] have KMO = 0.610 > 0.5 Thus, Factors analyzing is suitable and Sig = 0< 0.05 — Eliminatingvariable Ho effects to the satisfaction of using social network Based on Table 3.15, after running dimension reduction factor analysis, I have the result that this table shows us, the Eigenvalue is 1.249 has 9 factors with Cumulative is 71,972 %

3.5.2 Dependent Variable Analysis

Item-Total Statistics Scale Mean if | Scale Variance Corrected Item- Cronbach's Alpha

Item Deleted | if Item Deleted | Total Correlation if Item Deleted

SHLI 8.1124 2.033 753 801

Table 3.17.Dependent Variable Analysis — Item-Total Statistics

Based on Table 3.17 and Table 3.18, I have got the Cronbach’s Alpha value of Satisfaction Factor is 0.865> 0.6 that means this factor has reliability index which is accepted

3.5.2.2.KMO & Bartlett’s Test Analysis

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 732 Bartlett's Test of Sphericity Approx Chi-Square 126.050

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings

Com Total % of Cumulative % Total % of Cumulative %

Table 3.19 Dependent Variable Analysis — Total Variance Explained

Based on Table 3.19 and Table 3.20, I have got KMO = 0.732> 0.5 So, Factors analyzing

is suitable and Sig = 0< 0.05 — Eliminatingvariable Ho effects to the satisfaction of using

social network

3.5.3 The Official Research Model

After running Preliminary Cronbach’s Alpha, KMO and Bartlett’s Test for 9 independent factor (29 variables) with 1 dependent factor (3 variables From 9 factors at the beginning I choose 6 main factors that affects Then base on the result, I provide the official research model for running continues the survey on a larger scale That model is shown below:

RESEARCH PROJECT

With this research model, key factors can create consumer satisfaction for using social

network service, from this argument; the assumption will be set below:

¥ H1: Reliabilitywill affect directly to consumer satisfaction for using social network service And if Reliability is high, satisfaction of SNS users will be increased

¥ H3: System Availabilitywill affect directly to consumer satisfaction for using social network service And if System Availability is high, satisfaction of SNS users will be increased

Y H6: Maintaining Offline Contactswill affect directly to consumer satisfaction for using social network service And if Maintaining Offline Contacts is high,

satisfaction of SNS users will be increased

v H7: Meeting New Peoplewill affect directly to consumer satisfaction for using social network service And if Meeting New People is high, satisfaction of SNS users will be increased

Y H8: Information Seeking will affect directly to consumer satisfaction for using

social network service And if Information Seeking is high, satisfaction of SNS

users will be increased

v H9: Entertainmentwill affect directly to consumer satisfaction for using social network service And if Entertainment is high, satisfaction of SNS users will be increased

3.6 Conclusion

With this chapter, I give information about methodology, data analysis, and findings to make clearly this research I will discuss about process of research, questionnaire building, research sample, scale Building for Key Factors Affecting to Consumer Satisfaction of Using SNS, or so on to define the model of key factors that affect directly to consumer satisfaction level of using social network And I focus on nine scales with 29 observed

variances

Ha Nguyen Phuoc Long Km

RESEARCH prosect MmMMwwW

CHAPTER 04—- ANALYSES AND EINDING

4.1 SNS and Some Successful Companies

4.1.1 Facebook

s* History

Mark Zuckerbergfounded Facebook while studying psychology at Harvard University It’s a keen computer programmer At that time,he had already developed a number of social-networking Ibsites for fellow students

¥~ February 2004: Mark Zuckerberg and co-founders Dustin Moskovitz, Chris Hughes and Eduardo Saverin Launch Facebook at Havard

4.1.2 Zingme

“ History

Zingme is the Social network site developed by VNG (Vina Game) In Vietnam, Zingme is the most developed social network Zingme is a social network for the Vietnamese community for the purpose of entertainment, making friends,

Launched inAugust 2009, Zingmeis theproductofVNG aboutsocial networking, integratedblog, share photos, music, games, videoclips, e-mail withZing Zingme allows third-party through API help senrich content system

3/2010, ZingMelaunchedthe first versionformobile phones (iOS and Android)

After 2 years of operation, Zingme has 8.2 million users in October 10/2011

Zingme has extra features to communicate through images, voice, emotion icons from June 2013

Zingme has received the award for "value-added servicesin 2009represented" by the Department of Information and Communications Ho Chi Minh City award on 27/3/2009, “Sao Khue” Awards 2010

RESEARCH PROJECT

After remove all inappropriate variables that do not reach the standard request, I rerun the Reliability scale testing to ensure all of factor will have Cronbach’s Alpha coefficient > 0.6 and each variable >0.3 The table below will show the result after rerun Reliability scale testing This is the second research and collected 270 samples

Reliability Statistics Factors Cronbach's Alpha N of Items

System Availability 954 4

Maintaining Offline Contacts 770 3

Meeting New People 805 3

DTC3 688 818 DTC4 624 849 DKDI 941 923 System DKD2 952 919

Availability DKD3 740 081

DKD4 946 921 DTMQHI 621 677

Maintaining Offline

DTMQH2 587 709

Contacts

DTMQH3 620 685 Meeting New TLMQHI 596 789

People TLMQH2 649 736

Ha Nguyen Phuoc Long ĐÓ

Information

TKTT2 823 839 Seeking

TKTT3 779 877 GTI 879 894

Table 4.2 Item-Total Statisticsof Independent Variables

Based on Table 4.1 and Table 4.2, I can see that the value of Cronbach’s Alpha isequal 0.98 when System Availability is deleted, sothis variable will be deleted for increasing the Cronbach’s Alpha value, but this variable the important roleamong all factors that effectsto Satisfaction of using SNS Thus, I will not delete this variable After return, I got the results

of Reliability analysis coefficient of 6 factors below:

Reliability factor is 0.853 with 4 variables

System Availability factor is 0.954 with 4 variables

Maintaining offline contacts factor is 0.770 with 3 variables

Meeting new people factor is 0.805 with 3 variables

Information seeking factor is 0.900 with 3 variables

Entertainment factor is 0.935 with 3 variables

All of those factors have Cronbach’s Alpha coefficient > 0.6 and also Corrected Item-Total Correlation value > 0.3

4.2.1.2 KMO & Bartlett’s Test Analysis

Put Ho does not correlate between all the variables

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 681 Bartlett's Test of Sphericity Approx Chi-Square 4761.757

RESEARCH PROJECT

Initial Eigenvalues Extraction Sums of Rotation Sums of Squared

Squared Loadings Loadings Comp Total % of Cumul Total % of Cumul Total % of Cumul

Varian ative Varian ative Varian ative

Table 4.4 Total Variance Explained of Six Independent Factors

Based on table 4.2 and table 4.4, I have got KMO = 0.681 > 0.5 So, Factors analyzing is

suitable and Sig = 0< 0.05 — Eliminatinghypothesis thatvariable Hocorrelate between all

the variables.Moreover, Table 4.4 gives us with minimum Eigenvalue = 1.378 > 1 All 20 variables are merged into 6 factors, Total Cumulative is 80.952 % >50 %, that mean the

ability to use 6 factors in order to explain 20 variables are 80.952 %

DKD4 964

DKDI 061

DKD3 835 DTCI 846 DTC2 833 DTC3 785

DTC4 757 GTI 938

G13 917 GT2 000

Table 4.5 Rotated Component Matrix of TInty Variables of Six Independent Factors

Based on Table 4.5, all of those 20 variables of 6 factors have factor loading value > 0.5 that mean I don’t need to delete any variable for the next step Thus, I will use the 6 factors above for continuous analysis:

‹, CO Reliability factor contains 4 variables:

¥ Privacy of user’s information (DTC1)

¥ Easily register (DTC2)

¥ Make exactly the commitments with the users (DTC3)

¥ Use a properly functioning (DTC4)

System Availability factor contains 4 variables:

¥ This site is always available for business (DKD1)

¥ This site launches and runs right away (DKD2)

¥ This site does not crash (DKD3)

¥ Free service (DKD4)

Maintaining Offline Contacts factor contains 3 variables:

+ ~%

¥ To check out someone you met socially (DTMQH])

¥ To learn more about the people in my classes/workplace (DTMQH2)

v To keep in touch with my old friends (DTMQH3)

* Meeting New People factor contains 3 variables:

¥ To meet new people (TLMQH1)

¥ To make new friends in virtual Group (TLMQH2)

¥ To meet people that you have seen without having chance for communication (TLMQH3)