Antecedents of the adoption of social network sites, the case of facebook in vietnam

The research finds out the three variables initiating and maintaining relationships, privacy, and entertainment had a positive influence to the intention to adopt Facebook of university

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TRUONG THI HOANG NGOC

ANTECEDENTS OF THE ADOPTION OF

SOCIAL NETWORK SITES:

THE CASE OF FACEBOOK IN VIETNAM

MASTER OF BUSINESS (Honours)

Ho Chi Minh City -Year 2014

International School of Business -

TRUONG THI HOANG NGOC

ANTECEDENTS OF THE ADOPTION OF

SOCIAL NETWORK SITES:

THE CASE OF FACEBOOK IN VIETNAM

ID: 22120133

MASTER OF BUSINESS (Honours)

SUPERVISOR: ASSOC PROF LE NGUYEN HAU

Ho Chi Minh City -Year 2014

possible and an unforgettable experience for my studying

Foremost, I would like to express my deep appreciation to my supervisor, Assoc Prof Le Nguyen Hau who instructed and helped me enthusiastically during period of the thesis

Besides my supervisor, I am grateful to the supervisory board for providing me with their available advices and patient when I need

I would like to express my gratitude to all ISB staffs that supported necessary materials and helped summit my papers

Last but not the least; I would like give my special thanks my family for supporting me spiritually throughout my life

Ho Chi Minh City, December, 8, 2014

TRUONG THI HOANG NGOC

ABSTRACT

The rise of social networking sites in recent rise has aroused the discussion among

the society Social networking sites not only enable people to connect with friends, but also can conduct various studies For example, people can create events; people are able

to open up new relationships on the internet This study discusses antecedents of the adoption of social network sites the case of Facebook in Vietnam Facebook is chosen for this study as it is the most popular online social networking sites A survey involving 279 respondents is conducted The research finds out the three variables (initiating and maintaining relationships, privacy, and entertainment) had a positive influence to the intention to adopt Facebook of university students in Ho Chi Minh City, which completely matched with the discovery discussed in literature The strongest positive relationship factor is entertainment to adopt Facebook It is also found that the effective difference antecedent factors on the adoption of Facebook when the sample was related into two sub-groups based on the level of respondent’s extraversion

Key words: adoption, social networking sites, Facebook, relationships, privacy, entertainment, extraversion

TABLE OF CONTENTS

ABSTRACT i

LIST OF TABLES v

LIST OF FIGURES v

ABBREVATIONS v

CHAPTER 1 INTRODUCTION 1

1.1 BACKGROUND 1

1.2 RESEARCH PROBLEMS 2

1.3 RESEARCH PURPOSE 3

1.4 SCOPE OF THE RESEARCH 4

1.5 RESEARCH STRUCTURE 4

1.6 SUMMARY 5

CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES 6

2.1 TECHNOLOGY ACCEPTANCE MODEL (TAM) 6

2 2 INTENTION TO ADOPT 7

2.3 INITIATING AND MAINTAINING RELATIONSHIP 8

2.4 PRIVACY 9

2.5 ENTERTAINMENT 11

2.6 MODERATING VARIABLE 12

2.7 RESEARCH FRAMEWORK 13

2.8 SUMMARY 14

CHAPTER 3 RESEARCH METHODS 16

3.1 RESEARCH PROCESS 16

3.2 QUESTIONNAIRE 17

3.2.1 Measurement scales 17

3.2.2 Draft questionnaire 20

3.3 PILOT STUDY 20

3.4 SAMPLE AND DATA COLLECTION 21

3.4.1 Sampling 21

3.4.2 Data collection 22

3.5 DATA ANALYSIS METHODS 22

3.5.1 Reliability analysis 22

3.5.2 Exploratory factor analysis (EFA) 23

3.5.3 Multiple regression analysis 23

3.6 SUMMARY 24

CHAPTER 4 DATA ANALYSIS AND RESULTS … … … 2 5 4.1 DESCRIPTIVE ANALYSIS 25

4.2 MEASUREMENT OF MEASUREMENT SCALES 26

4.2.1 Reliability analysis 26

4.2.2 Exploratory factor analysis (EFA) 29

4.2.2.1 EFA for independent variables 29

4.2.2.2 EFA for dependent variables 31

4.2.2.3 EFA for moderating variables 31

4.2.3 Pearson correlation coefficient 33

4.3 HYPOTHESES TESTING USING MULTIPLE REGRESSIONS 35

4.3.1 Checking assumption of Multiple Regression 35

4.3.1.1 Sample size 35

4.3.1.2 Assessment multicollinearity of independent variables 35

4.3.1.3 Normality, linearity, homoscedasticity and outliers 35

4.3.2 Evaluating the model 35

4.3.3 Evaluating the independent of variables and checking hypotheses of model 37

4.3.4 Test the effect of moderating variables 38

4.4 SUMMARY 41

CHAPTER 5 CONCLUSIONS AND IMPLICATIONS 42

5.1 RESEARCH OVERVIEW 42

5.2 RESEARCH FINDINGS 42

5.3 MANAGERIAL IMPLICATIONS 44

5.4 RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 45

REFERENCES 46

QUESTIONNAIRE 53

B ẢNG CÂU HỎI 56

APPENDICES 59

APPENNDIX 1: DESCRIPTIVESTATISTICS 59

APPENNDIX 2: CRONBACH’S APLPHA WITH FULL FOR EACH

CONSTRUCTS 62

APPENNDIX 3: THE FIRST TIME RUNNING FACTOR ANALYSIS EIGENVALUES (FOR INDEPENDENT VARIABLES) 64

APPENNDIX 4: THE SECOND TIME RUNNING FACTOR ANALYSIS EIGENVALUES (FOR DEPENDENT VARIABLES) 65

APPENNDIX 5: THE THIRD TIME RUNNING FACTOR ANALYSIS – EIGENVALUES (FOR MODERATING VARIABLES) 66

APPENNDIX 6: HIGHT EXTRAVERSION 67

APPENNDIX 7: LOW EXTRAVERSION 68

LIST OF TABLES

Table 1: Scales 17

Table 2: Cronbach’s alpha reliability 22

Table 3: Sample Description 25

Table 4: Cronbach’s alpha test results 28

Table 5: Rotated Component Matrix 30

Table 6: Factor loading of intention variable 31

Table 7: Factor loading of moderating variable 32

Table 8: EFA results 33

Table 9: Correlation among variables 34

Table 10: R Square value (R2) 36

Table 11: Anova 37

Table 12: Coefficients 37

Table 13: Comparison of coefficients 39

LIST OF FIGURES Figure 1: The research model and hypotheses 14

Figure 2: Research process 16

Figure 3: Histogram 69

Figure 4: Normal P-P Plot 69

Figure 5: Scatterplot 70

ABBREVATIONS

SNS: Social networking sites

TAM: Technology Acceptance Model

FFM: Five- Factor Model

KMO: Kaiser-Meyor-Olkin

EFA: Exploratory Factor Analysis

Bartlett-Bragg (2007) defined social networks sites as a “range of applications that augments group interactions and shared spaces for collaboration, social connections, and aggregates information exchanges in a web-based environment” (p.3) While SNS have integrated a wide range of technical features, they basically consist of a “profile” and a list of “Friends” who are also users of the system (Boyd & Ellison, 2008) The user has complete control over the content of his or her profile, and in some SNS, its visibility to other users as well Besides the “profile” and “Friends” list, these SNS offer

“commenting” and “private messaging” features, photo-sharing and video-sharing capabilities too People are motivated to get involved in social network sites for a number

of reasons Making new friends, communicating, and connecting to other people are one

of the prime reasons for using social networks (Lenhart & Madden, 2007)

One of the most popular SNS is Facebook (Mazman & Usluel, 2010; Roblyer, McDaniel, Webb, Herman & Witty, 2010) which is clear leader of the social networking sector Facebook is essentially a personalized profile of which users have complete control over its content A user’s profile can be viewed by other users in the same “network” by default, unless the profile owner specifies otherwise According to Facebook statistics, its users spend over 700 billion minutes per month on Facebook The

Facebook phenomenon is happening all over the world

Facebook is appropriate for the current study as it is the most popular online social networking site among university students Originally developed by Mark Zuckerberg, Dustin Moskovitz and Chris Hughes in 2004 at Harvard University in order to provide Harvard students with a place in which they could keep in contact with their classmates and could share study-related information, also they can share creations, tell stories, and interact with others (Roblyer et al., 2010) Facebook also allow individuals to share thoughts, ideas, pictures and other content with friends and family members, and to connect with either former or new friends, making the platform very popular with university students (Ellison, Lampe & Steinfield, 2007; Golder, Wilkinson & Huberman, 2007; Boyd & Ellison, 2008; Raacke & Bonds-Raacke, 2008) In addition, it creates an online social space where university students can build and maintain social capital with others (Ellison et al., 2007; Lytras & Garcia, 2008) It is particularly important for university students to build social capital with the industry (Chakrabarti & Santoro, 2004)

1.2 RESEARCH PROBLEMS

Instead of maintaining a personal account, Facebook helps user, either individual or organization, to create and present information related to a specific subject such as brands, celebrity, or sports The Facebook owner can then upload pictures, videos, or post messages in it For people who are interested in the subject of the Facebook, they can easily subscribe it by clicking the “Like” button and post message in it to communicate with the business Once subscribed, the updates of Facebook will be automatically shown

in subscribers’ personal page for them to browse or leave comments In this manner, Facebook creates a social space for people to conveniently interact and share information with each other Considering the massive users’ base of Facebook and their intensive usage, major brands, such as Dell, Samsung have created dedicated Facebook page to increase their presence in the cyber world and expect to build direct relationship with their customers

Many previous studies investigated the Internet uses and SNS adoption Whether

there was a systematic difference between people who used SNS and those who did not use, a study found that using a particular SNS was not randomly distributed among internet users (Hargittai, 2008) Many studies found that gender played a role in the internet uses (Hargittai & Shafer, 2006) Factors such as socioeconomic status have also been shown to predict the types of Internet uses (Madden & Rainie, 2003) Watkins (2009) also found that ethnicity played a role in SNS adoption However, to date, little research in Vietnam has explored what makes an individual engage in Facebook use Facebook can be regarded as an information outlet for brands to reach massive potential customers with relatively low cost Meanwhile, it could be beneficial to maintain customers’ loyalty as well as profitability

Understanding relationship between main factors affecting intention to adopt Facebook is an important role for social networking sites developers and enterprises to satisfy customers’ demand and to have available strategies in the social networking sites field

1.3 RESEARCH PURPOSE

Based on the research question, this study aims at identifying the influencing factors

to the intention to adopt Facebook among university students to understand the features

of social networking sites and the reasons which may affect users The main objective of this study is to find factors which affect the intention to adopt Facebook; it also serves as reference to the 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?

1.4 SCOPE OF THE RESEARCH

The research is conducted in Ho Chi Minh City with the respondents who are the university students in Ho Chi Minh City with various careers The timeframe of research was carried out on August, 2014

1.5 RESEARCH STRUCTURE

This thesis organizes in five chapters The first chapter is the introduction chapter Furthermore, this chapter describes the overview of research background, research problem, research purpose Hence, the scope of research and structure of research are

also present

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

1.6 SUMMARY

The research begins the introduction by discussing the research background and the problem statement is defined to take a closer look at using Facebook in Viet Nam In order to narrow down the topic area, the scope of research examined the using Facebook

of university students in Ho Chi Minh City

The most important thing to remember is that social network sites (Facebook)

provides vast amount of opportunities to user and companies wishing to use SNS to promote their goods and services This is a fact acknowledged all over the world, and not the least in university in Ho Chi Minh City where SNS (Facebook) in general are very

popular It may seem that there is nothing to study in Ho Chi Minh City related to user

acceptance of SNS (Facebook), due to the fact it is very useful for everybody All the more reason, it is interesting and important to distinguish what are the factors that affect

user’s intention to adopt SNS (Facebook)

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES

This section is an overview of literature Facebook’s antecedents which have been conducted by previous researchers This research presents popular model which is Technology Acceptance Model (TAM) Based on these studies, the purposed research model for the intention to adopt Facebook was presented

2.1 TECHNOLOGY ACCEPTANCE MODEL (TAM)

Technology Acceptance Model (TAM), was coined by Davis (1989), it successfully explains or predicts an individual’s acceptance of information technologies, such as e-mail, voice mail, software packages, or Web surfing (Venkatesh & Davis, 2000) A purpose of TAM is to provide the impact of external variables on internal variables such

as attitude, intention, and etc (Kwon & Wen, 2010) TAM received wide attention from information systems researchers for at least three reasons First, it has a strong foundation

in psychological theory Second, it is parsimonious and can be used as a guideline to develop a successful information system (Venkatesh & Davis, 2000) Third, past stream

of research supports the robustness of the model across time, setting, populations, and technologies (Venkatesh & Davis, 2000) TAM is based on Theory of Reasoned Action (TRA) TRA that has its roots in social psychology and tries to explain why people engage in consciously intended behaviors TRA provides that intention determines person’s behavior, and both attitude and subjective norm influence person’s intention (Fishbein & Ajzen, 1975) Davis introduced it into information systems and elaborating

on the Theory of Reasoned Action, suggests a model that predicts intention to use a new technology This theory has been useful to explain the user’s acceptance of information systems Now, the TAM has been through in different situations, different sample of extensive testing, and proven in the interpretation of information system using has good reliability and validity Therefore they use TAM as a base model and extended the model

by adding additional variables to the model depending on the types of technologies they studied For example, Kamarulzaman (2007) on his study of internet shopping adoption drew upon TAM and included personal and cognitive influence Thongmark (2013) also

modified the original TAM by including Instructor Characteristics; Student Characteristics were added to his of Social Network System in Classroom:

Antecedents of Edmodo © Adoption

Based on existing studies, this research also use TAM as the base model and extend the model by including other variables which this study believe are important for the studies of Facebook adoption in Vietnam

2.2 INTENTION TO ADOPT

The behavioral intention measure was designed to tap intentions to use new media production tools for professional purposes Understanding the behavior of individuals has always been a concern for social psychology researchers Most studies concerned with the prediction of behavior from attitudinal variables are conducted in the framework of the theory of planned behavior (TPB) (Ajzen 1991) and, to a lesser extent, its predecessor, the theory of reasoned action (TRA) TPB is a general model that has been applied in many diverse domains The model posits that behavioral intention is a function

of, in addition to attitude, subjective norm, referred to the individual’s perceptions of general social pressure to perform a given behavior (Ajzen, 1991), and perceived behavioral control, defined as the perception of internal and external resource constraints

on performing the behavior (Ajzen, 1991)

In1986,which Davis in his doctoral thesis presented in the "technology acceptance model" has been widely studied and applied, this model since it was proposed by the research scholars constantly verification and perfect These theoretical basic orientation and research are follow" attitude behavior" paradigm, namely the actual action is decision by behavioral intention, behavior intention influence by attitudes, and attitudes final influence by belief

Use intention reflects the will when the user to register with SNS demonstrated; it is the necessary condition before the user actual use In the past studies, scholars have

proved use intention is a reliable observation variable, between user intention and actual

behavior exists direct correlation; use intention can well predict user behavior

2.3 INITIATING AND MAINTAINING RELATIONSHIPS

Most research to date has focused on the use of Facebook to initiate and maintain relationships In past social sciences research, analysis showed that the relations between friends shall mutually affect their behavior and thinking, resulting into many similarities (Van Duijn, Zeggelink, Huisman, Stokman & Wasseur, 2003) SNS (e.g Facebook) strengthen existing connections and communities by keeping its users regularly updated about activities and affairs of their contacts The application programs used in Facebook are not innovative technologies but rather emphasizes on the concepts of “simple to use”,

“connecting” and “share”; the games and updates enable people to interact with friends, which increase discussion topics and bring people closer (Shin, 2010) Research has shown that Facebook is employed mostly to keep in touch with people and to know them better (Golder et al., 2007) Some research has looked at how Facebook facilitates in developing online relationship among its users Facebook assists its users to communicate with their family members, friends, professional contacts It also aids them

in connecting and interacting with new contacts (strangers) who share similar interests Facebook promotes relationship building between its users by enabling users to track others in their communities and Facebook facilitates people to maintain relationships with existing offline contacts and helps them to develop new relationships (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 (2007) found that only a small number of users try to meet new people or try to initiate a relationship via Facebook and that most of them use it to maintain already existing

relationships

People are increasingly using Facebook for communication, social network and interaction Using Facebook becomes part of a routine Facebook was also found to be frequently used to maintain distant relationships, as it allows for immediate

communication between users who are geographically far (Golder et al., 2007) Bryant and Marmo (2009) observed the types of relationships that a sample of college students had with their Facebook friends, their behaviors adopted for relational maintenance, and how these strategies changed according to the type of relationship They found that relationship maintenance on Facebook usually occurs for casual relationships or acquaintances and that close friends and couples tend to use other media to maintain their relationships Therefore, the first hypothesis is proposed as follows:

intention to adopt Facebook

2.4 PRIVACY

Social networking sites have changed the levels of privacy among friends and acquaintances Further, the growth of social networking sites has increased the need for concern about information privacy Specifically, information privacy is defined as the interest individuals have in controlling, or at least significantly influencing, the handling

of data about themselves (Clarke, 1988) Sheehan and Hoy (1999) found that as individuals’ concerns about privacy increase, the frequency with which they register for a web site decreases Privacy and security are critical for gaining customer’s confidence in

a website (Belanger, Hiller & Smith, 2002) The same should also in different social networking sites

Social interaction in real life brings many different relations among people, however social networking sites, reduce relationships to simply being friends or not (Gross & Acquisti, 2005) Many people on social networking sites are willing to connect with anyone on the site, while others are more conservative Since users can only categorize others as friends or not, some are more likely to accept people that they barely know or trust Consequently, social networking sites present interesting privacy concerns for users The risk for the unsuspecting or unaware user becomes great and the need for privacy protection for users becomes significant

Bart, Shankar, Sultan and Urban (2005) empirically discovered that privacy is an important driver of trust, particularly for community Web sites compared with other sites because sharing information among members on community Web sites is prevalent, this results in users’ susceptibility of risking private information Research studies have found that the users of social networking sites wish their personal contact information such as their email, phone, and instant messenger screen name to remain private (Dwyer, Hiltz & Passerini, 2007) Acknowledging this right to privacy and safety, most social networking sites have made it possible for users to keep this information secret Still, these privacy concerns bring about the need for protection from the social networking sites themselves

When considering inherent characteristics of SNS, privacy presumably a critical issues to those who use them Personal information can be displayed on Facebook including name, address, e-mail, phone number, alma mater (high school and college), current employer and marital status In addition, questions about spiritual and political beliefs, interests and hobbies can be shared With each of these primary areas, users can determine whether the public, friends-of-friends, or friends only can see the information There are many different aspects the users of social networking sites will need to consider with regards to their need for privacy For example, a user might want to keep their information available to a small circle of friends, but not with the general public There are also cases where information can be made public but not to certain friends

Facebook extremely holds the personal information of its users with great importance Through platforms, users can authorize their information and be sent to various application programs Facebook designed a series of privacy control options, allowing users to set who can the messages they posted People do not have to worry messages are revealed This suitable level of information disclosure enables easy interaction Van Dyke, Midha and Nemati (2007) recognize high privacy concerns be true for Facebook Users need to provide a good amount of personal information for getting membership can affect trust levels online and in turn constrain an individual's intention to transact or interact online Therefore, the second hypothesis is proposed as follows:

H2: There is a positive impact of privacy on the intention to adopt Facebook.

2.5 ENTERTAINMENT

Entertainment is defined as the ability to fulfill an audience needs for aesthetic enjoyment, fun diversion, or emotional pleasure (Ducoffe, 1996) Entertainment is derived from fun and relaxation through playing or otherwise interacting with others It is defined that the intrinsic reward given by the use of the technology or service SNS users perceive Facebook an important source of entertainment SNS (e.g Facebook) are entertaining and exciting SNS provide a lot of enjoyment to its users and create a sense

of connectedness among users People use Facebook to entertain themselves or to feel pleasure Studies have shown that many participants do so for entertainment through exploring different fictional identities, encountering, and solving virtual challenges, etc

Studies have found that user entertainment plays a significant role in the success of certain technology Previous research suggested that one primary function of using Facebook is entertainment (Dogruer, Menevis & Eyyam, 2011) Entertainment was a key determinant of both consumer usage intention and actual use of websites Van der Heijden (2003) introduced the concept of entertainment to explain consumers’ use of Web sites This perception is based on the extent to which enticing consumers’ entertainment is perceived through the activity of using a specific product or service, rather than from any of its own performance consequences Similar to the definition of perceived enjoyment, perceived playfulness, entertainment, or fun, was also is also a key indicator of the intention to use blogs and similar hedonic systems (Van der Heijden, 2003) Study has found perceived enjoyment to be a significant antecedent to users’ intentions to adopt technologies for activities such as web browsing (Novak, Hoffman & Yung, 2000) Moreover, Moon and Kim (2001) referred to the term entertainment as the pleasure individuals feel when committing a specific behavior They found that entertainment was a dominant factor for user's acceptance of the Internet Entertainment

is an important factor motivating students to use Facebook (Park, Kee & Valenzuela, 2009) Therefore the third hypothesis is proposed as follows:

H3: There is a positive impact of entertainment on the intention to adopt Facebook

2.6 MODERATING VARIABLE

A great deal of past research has sought to find out the many ways that personality may affect individuals’ media use patterns, particularly on the Internet or online This is because people are different in their social and psychological circumstances, which may affect how and why they use the differing forms of media to fulfill their personal needs It

is important to note that the expression of one personality factor may depend on where an individual stands on another factor, which suggests that personality characteristics interact to shape ones online behavior To evaluate this research model, additional moderating variable is added: extraversion of personal orientation

As a commonly used approach in research on personality, The Five-Factor Model (FFM) is the most widely accepted model of personality and has emerged as the unifying theory for the study of personality The FFM is based on the theory that an individual’s personality may be evaluated by determining how they rank on five factors: neuroticism, extraversion, openness to experience, agreeableness and conscientiousness (McCrae & John, 1992) The trait of extraversion seems to be of particular interest Extraversion represents an individual’s level of sociability and outgoingness Extraversion is characterized by a person's tendency to seek stimulation in the external world, to be outgoing, talkative, friendly, and socially active Extraverts take an energetic approach towards the outside world and can be generally described as sociable, active, assertive and expressing positive emotions This trait, extraversion, reflects a person’s tendency to exhibit social behaviour and to experience positive emotions (Ross, Orr, Sisic, Arseneault, Simmering & Orr, 2009)

Various studies examined the FFM within the environment of social network sites and found that extraversion is the most dominant characteristic that influences individuals' participation in social network sites (Danowski & Zywica, 2008; Fornasier, Wilson & White, 2010) The importance of extraversion as an antecedent when studying technology and service adoption has only been studied by a few researchers In recent

years, more and more studies have been exploring the relationship between extrovert types and their behavior on social network sites First of all, extraversion has a positive influence on the use of Internet (Kiesler, Kraut, Cummings, Boneva, Helgeson & Crawford, 2002) and the use of SNS (Ross et al., 2009) Moreover, in their study on relating personality to the TAM, Devaraj, Easley and Crant (2008) found out that extraversion had a significant indirect influence on the intention to use Several studies found that the factors that impact on the acceptance of using Facebook to different degrees when the participation of personality (extraversion) For example, Cunningham (2007) suggested that high extraversion would have different preferences for website design than low extraversion Ross et al (2009) found that highly extroverted people joined more virtual groups than others In addition From a general consensus of the authorities in this area, the Extravert personality factor has the most significant impact on social networking use Thus, the extraversion is expected to influent user intention Therefore the fourth hypothesis is proposed as follows:

H4: The impacts of the above-mentioned antecedents on intention to use Facebook are moderated by personal orientation (extraversion)

2.7 RESEARCH FRAMEWORK

A research framework which is proposed to show the relationship between three independent variables consisting of “initiating and maintaining relationship”, “privacy” and ”entertainment” and one dependent variable, namely “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)

Moderating Variable:

Personal Orientation (Extraversion) H2

The following three factors have been identified as common determinants of predicting the intention to use Facebook Therefore, the researcher selected for closer

investigation in this research: Initiating and maintaining relationship, Privacy and Entertainment Moreover, the effects of the above-mentioned antecedent factors on the adoption of Facebook are moderated by the level of user’s extraversion

The reviewed literature works as a good basis in developing a research model to

measure the factors that influence users’ intention to adopt Facebook and their decision

on whether or not to adopt Facebook

CHAPTER 3: RESEARCH METHODS

This chapter includes five parts: the first part is research process in which is the way

to conduct research is presented; the second part is research sampling; the third part is measurement scales and the last part introduces the methods to analyze data

3.1 RESEARCH PROCESS

This study used two research methods The first phase, qualitative research identified the models, factors, suitable measurement variables for research in HCMC Through the previous relevant researches, the questionnaire was built then running the pilot test for checking the efficiency and the meaning of the questions The pilot test was purposed to explore and define the relevant items and building a completed questionnaire The second phase, quantitative survey was the main approach of this study The goal is to identify the factors affecting the intention to adopt Facebook

Research process includes the steps as illustrated in Figure 2:

Figure 2: Research process

Problem definition

Literature review

Measurement scales

Research model

The draft of questionnaire Pilot test

The final questionnaire

Quantitative research

Assessment of measurement (Cronbach alpha, EFA)

Testing of hypotheses (Standard multiple regression)

3.2 QUESTIONNAIRE

3.2.1 Measurement scales

Using well-known and validated scales, there are advantages to examine individual’s behavior on adoption of Facebook For better validation, the items have already developed (Table 1) To measure Initiating and Maintaining Relationships, 3 items of initiating and maintaining relationships were adapted from Dholakia, Bagozzi and Pearo (2004) and Neelotpaul (2013) In the case of Privacy, the items were suggested

by Neelotpaul (2013), Ariyachandra and Bertaux (2009) The items for Entertainment were adaption of Dholakia et al (2004), Ariyachandra and Bertaux (2009) The items for intention to adopt Facebook were adaption of Ariyachandra and Bertaux (2009) To determine the degree of extraversion, the Extraversion subscale of the Dutch NEO Five-Factor Inventory (Hoekstra, Ormel & De Fruyt, 2003; Bouwman, 2011) was used, participants were asked to rate their agreement on the 12-items of the Extraversion subscale A higher score on this scale indicates a higher level of extraversion as a personality trait For the items, there are some modifications and wording revisions to fit this study Additional items were included for capturing demographic information such

as gender of the students All scales were in 5 -points Likert type (1 = “strongly disagree, 5 = “strongly agree)

Table 1: Scales

Construct

Coding

of variables

Original Items Adjusted Items

socialize with new persons through Facebook

Using Facebook enables

persons

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

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

Facebook does not apply

my personal information for other purposes

multiple ways to protect one’s account

when bored

Using Facebook enables

me to pass the time away when bored

ENT14 Using Website gives me a

(Hoekstra et al,

2003; Bouwman,

2011)

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

optimist

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

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

3.2.2 Draft questionnaire

The questionnaire using a five-point Likert scale was employed to collect the data

on the factors of the research model Items measuring for the factors were mostly adapted from previous studies in order to ensure content validity Items of measuring initiating and maintaining relationships, privacy, entertainment, extraversion and intention to adopt Facebook was take from previous research (see in 3.2.1 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

3.3 PILOT STUDY

The scale of research is adopt from the scales of the previous researches but these researches were conduct in different culture, the level of economic development and selected respondents Therefore, a pilot study was needed The purpose was to gather information and adjust variables in these scales The wording Vietnamese language for these scales is also doing to study So that respondents can understand the question, to avoid confusion The pilot test is conduct in Ho Chi Minh City The questionnaires (translated to Vietnamese language) were sent to students for answering After three days, the forms have been return for the pilot test Some small changes on the questionnaire fits with understand of respondents and make clear for the questions (in Vietnamese language)

3.4 SAMPLE AND DATA COLLECTION

The reliable and validity of variables were tested by using Cronbach’s Alpha and EFA, after that the multiple regression was applied to test model and hypotheses First of

all, the sample size was required to have enough quantity for the analysis

According to Hair, Black, BaBin and Anderson (2010), a general rule, the sample

size should be 100 or greater For standard multiple regression analysis, Tabachnick and Fidell (2007) proposed that the desired level is

n > 50 + 8m (where m=number of independent variables)

Hence, the required sample is: n > 50 + 8*3 = 74

Thus, the minimum sample size is 100

The sample size was determined according to technique of multi variable analysis Factor analysis and multi regression method are used for this research In factor analysis, the sample size should be as large as possible with the minimum should be at least five times as many observations as the number of factors to be analyzed and preferably not less than 100 As there are 29 variables used for the factors analysis, the minimum sample size should be 145 (29x5) In addition, for the multi regression method, minimum sample size should be equal to n=50+15m, which m are number of independent variables (Tabachnick and Fidell, 2007) With the initial research model, there are three

independent variables; minimum sample size for this should be 95 (50+15*3)

In light of the above two requirements, this research choose the biggest sample size Therefore, minimum sample size for this research should be 145 Based on the actual collection data, the quantity of available respondents from the questionnaire survey was

estimate 279, so that sample met the requirements above

3.4.1 Sampling

An exploratory quantitative survey was conducted with a sample of 295 university students during a four-week period This study use college students in Ho Chi Minh City

as research subjects The sampling was conducted based on convenience sampling The responses of respondents through questionnaire were the primary data for this research

3.4.2 Data collection

The data collection was conducted by the survey questionnaire The quantitative

survey via online was conducted in Ho Chi Minh City on August 2014 There were 295 returned questionnaires, of which 279 were usable, for a response rate 94.6 percent

3.5 DATA ANALYSIS METHODS

All accepted questionnaire is reviewed for completion, coded and input the raw data

in IBM SPSS Statistic version 20 (Statistical package for Social Science) The reliability and validity of measurement scales are evaluated by using Cronbach’s alpha and exploratory factor analysis Then, multiple regression analysis is used to provide for interpreting the results of its application from a managerial and statistical viewpoint (Hair

Matkar, p.94) provide the following techniques:

Table 2 : Cronbach’s alpha reliability coefficient

Cronbach’s alpha Internal consistency

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)

3.5.2 Exploratory factor analysis (EFA)

Norris and Lecavalier (2010) supposed that EFA is based upon a testable model and can be evaluated in terms of its fit to the hypothesized population model; fit indices can be generated to help with model interpretation And EFA purpose is to identify latent constructs underlying a set of manifest variables However, some requirements of EFA should be satisfied (Pallant, 2011):

The minimum of sample size should be at least 100 and rate of observations per items of models should be five cases for each of the items, so that meant the minimum required sample size should be at least 5m = 5x29 = 145 cases (where m: quantity of items from the conceptual model) The actual sample size was 279, bigger than 145 so it met the requirement

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)

3.5.3 Multiple regression analysis

Hair et al (2010) claimed that there is the difference between the actual and predicted values of dependent variable That means the random error will occur when predicting sample data It is called the residual (𝜀 or e)

Based on these studies, the multiple regression formula will be

Y = a + ß1X1 + ß1X1+ + ßnXn+ 𝜀 Where in: a: is constant

Y: is the dependent variable

ß: is called beta weight, standardized regression coefficient, or beta coefficient

X: is the predictor entered into the equation in a single step

𝜀: is the residual

Moreover, Meyers, Gamst and Guarino (2006) introduced the value of R2 indicating how much variance of the dependent variable is accounted for by the full regression model Therefore, the higher the value of R2, the greater the explanatory power of the regression equation (Hair et al., 2010)

3.6 SUMMARY

After collected data was be cleaned, remove the invalid questionnaires and data will

be processed using software SPSS (Statistical Package for Social Sciences) Collected data was analyzed and interpreted in a series of stage First, the demographic profile of respondents was summarized and analyze Second, the reliability of the items used in measuring the constructs was validated using Cronbach’s alpha Third, the correlation of the independent variables and the dependent variable was ascertained through Varimax rotation method At last, standard multiple regression analysis was used to establish the statistical significance of the model and the predictive power of each independent variables in explaining the dependent variable (intention to adopt Facebook)

CHAPTER 4: DATA ANALYSIS AND RESULTS

The purpose of this chapter is to present findings which were collected from the actual questionnaire survey Besides, the researcher proposed an official assessment of measures and also carried out the analysis to give the accurate answers for the research questions, hypotheses proposing in the chapter 2

4.1 DESCRIPTIVE ANALYSIS

A sample of 279 students includes 124 male (44.4 percent) and 155 female (55.6 percent), almost respondents had account with 90.3 percent Also, 51.3 percent students were Facebook membership form 1 year to 3 year and less 1 year with 5.4 percent In term of times access in Facebook account per day, the highest percentage is from 2 times to 3 times per day that accounted for 35.1 percent , also 16.1 percent students accessed in Facebook more 6 times Besides, almost students logged in Facebook to read information of others (90 percent) and write information for others reading (10 percent) with 43 percent per total of cases, with the group students 10% reading information and 90% writing information with 3.2 rate

Table 3 gives a detailed description of the demographic characteristics for the respondents with regards to gender, student, account, Facebook membership, times access in Facebook per day, percent (Reading-Writing)

Table 3: Sample Description

checks if whether the items that make up the scale actually measure the same underlying construct (Pallant, 2011) For scale to be reliable, its Cronbach alpha value should be above 7 (George & Mallery, 2003)

Based on the Reliability Statistics Table 4 and Appendix 2, all Cronbach’s Alpha values of all concepts were above 7 after deleting items that the Corrected item- Total correlation values of them were less than 5

For Relationship concept, the Corrected item-Total correlation value of

“Relationship 1” item was low with 386, so this item was deleted The Cronbach’s Alpha value of Relationship increased from 724 to 737, this value was not high, but it could be acceptable

For Privacy concept, the Corrected item - Total correlation value of “Privacy 5” which was 395 Those values were too low compared with 5, so they should be deleted Next processing, the Corrected item - Total correlation value of “Privacy 1” was 394, it also should be deleted Finally, the Corrected item - Total correlation value of “Privacy

2” was 425, it also should be deleted The Cronbach’s Alpha value of Privacy concept was decreased from 715 to 683 but the Corrected item-Total correlation values of other were high 5

For Extraversion concept, the Corrected item-Total correlation value of

“Extraversion 1”, “Extraversion 2”, “Extraversion 3”, “Extraversion 6”, “Extraversion 8”,

“Extraversion 10” and “Extraversion 11” item were low with 383; 484; 101; -.503; 177; 139 and 293, so so these item were deleted The Cronbach’s Alpha value of Extraversion increased from 709 to 842, this value was so quite good

Finally, Entertainment and Intention concept had got all the Corrected item - Total correlation value of all items were above 5 and their Cronbach’s Alpha values were 819 and 768, those values were quite good

Table 4 : Cronbach’s Alpha test results

Variables

Scale Mean if Item Deleted

Scale Variance

if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted RELATIONSHIP : Alpha =

Base on reliability test results in table 4, all the measurement scales have the Cronbach’s alpha coefficient larger than 0.7 In addition, all the Corrected Item Total Correlation values were over 0.3 Therefore, the scale designed in this research is meaningful in statistic and has the necessary reliability It also means that those four factors of intention to adopt Facebook have enough conditions to be used in linear regression analysis later

4.2.2 Exploratory factor analysis (EFA)

Sample size and the strength of the relationship among the variables were required

to test suitability of data The sample size was 279 available cases and shown detail in chapter 3 that this requirement was met the minimum required sample size

The test of the measurement model includes the estimation of using item- to-total correlations (>0.5) and the convergent and discriminant validity of the instrument items The convergent validity is demonstrated when items load highly (loading > 0.5) on their associated factors KMO (Kaiser-Meyer-Olkin) test and Bartlett test were also used

to measure the compatibility of sample

Dependent variable, the independent variables and the moderating variable were analyzed independently of each factor All the variables were extracted through the Principal component factoring, using the Varimax rotation method After running factor analysis, the result shows that all remained variables are greater than 0.5 and a significant loading on an acceptable factor

4.2.2.1 EFA for independent variables

The KMO value was 776, exceeding value of 6 and Bartlett’s test of Sphericity value was 000, that means less than the statistically significant at p < 05 (see Appendix

3) This meant observed variables had the correlation with each other and EFA factor analysis was appropriate because these results met the conditions required by EFA

method

The results in see Appendix 3 showed that there are three components with the eigenvalues that are higher than 1 including following values: 3.988; 1 3 5 6 and

1 2 2 7 And those components explained total 65.714% of the variance, exceeding than 50% explained total, so this value was appropriate

Table 5: Rotated Component Matrix

The result of EFA in table 5 showed that there were actually 3 components underlying this construct in which each factor represented to each independent variable

in the research model

Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization

a Rotation converged in 5 iterations

4.2.2.2 EFA for dependent variables

Table 6: Factor loading of intention variable

4.2.2.3 EFA for moderating variables

The KMO value was 799, exceeding value of 6 and Bartlett’s test of Sphericity value was 000, that means less than the statistically significant at p < 05 (see Appendix 5), so EFA analysis is also appropriate