UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Hoai Thanh FACTORS AFECTING THE ATTITUDE TOWARD PARTICIPATING IN SOCIAL NETWORKING SITES IN VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Hoai Thanh FACTORS AFECTING THE ATTITUDE TOWARD PARTICIPATING IN SOCIAL NETWORKING SITES IN VIETNAM ID: 22110054 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Nguyen Thi Mai Trang Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT First, I would like to give my gratitude and deepest appreciation to my research supervisor, Dr Nguyen Thi Mai Trang for her intensive support, valuable suggestions, guidance and encouragement during the time of doing my research Second, I would like to express my deepest gratitude to Professor Nguyen Dinh Tho, Professor Nguyen Dong Phong, Dr Tran Ha Minh Quan for their valuable time as the members of the proposal examination committee Their comments and meaningful suggestions were a great help for my completion of this research and other students as well Third, I would like to thank all the participants as well as my colleagues, my friends who did contribute to this research Last but not least, my sincere thanks are also to all the members of ISB School who are always trying to create the best convenience for me as well as ISB students during the course ABSTRACT Vietnam has been one of the fastest growing countries in internet and social networking sites for years People and their activities are controlled too much by internet sites nowadays, especially since social networking sites started up in Vietnam, a lot of internet users cannot help avoiding or refusing it The number of members on social networking sites grows too dramatically to discover and explore the reason behind it Understanding the influences of social networking sites to the youngster’s behavior, to the community, the society, many investors or businesspeople not hesitate to learn from it and make it work on their business Identifying the factors affecting the attitude toward participating in social networking sites in Vietnam can make people understand the foundation of a solid participation and carry out the appropriate switches for their further objectives As a result, those factors which have huge impact on the participation are Expected relationship and Community identification They can improve the efficiency of business if people know how to apply LIST OF FIGURES Figure 2.1 Conceptual model 18 Figure 3.1 Research process 23 LIST OF TABLES Table 4.1 Sample Characteristic 30 Table 4.2 Reliability Test results 33 Table 4.3 KMO and Bartlett’s test 35 Table 4.4 Total Variance Explained 35 Table 4.5 Rotated Component Matrix 36 Table 4.6 KMO and Bartlett’s test 37 Table 4.7 Total Variance Explained 37 Table 4.8 Component Matrix 38 Table 4.9 Correlations 39 Table 4.10 Model Summary 39 Table 4.11 ANNOVA .40 Table 4.12 Coefficients 41 Table D1 Relationship 67 Table D2 Community .67 TABLE OF CONTENTS ACKNOWLEDGEMENT ABSTRACT LIST OF FIGURES LIST OF TABLES TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Research Background 1.2 Research Problem .3 1.3 Research Objectives 1.4 Research Scopes 1.5 Research Methodology 1.6 Structure of the research CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES 2.1 Social networking sites 2.2 Altruism 10 2.3 Expected relationship 12 2.4 Reputation 14 2.5 Community identification 16 2.6 Conceptual model and hypotheses 18 CHAPTER 3: RESEARCH METHODOLOGY 19 3.1 Research method 19 3.2 Research design 19 3.2.1 Informants of the study 19 3.2.2 Sample size and Sampling method 20 3.2.3 Measurement scale 21 3.3 Research process 23 3.3.1 Qualitative research 23 3.3.2 Quantitative research 25 3.3.3 Data analyzing 26 3.4 Data analysis method 27 CHAPTER 4: DATA ANALYSIS AND RESULTS 29 4.1 General characteristic of the research sample 29 4.2 The reliability test: The Cronbach’s alpha test 31 4.2.1 Altruism 31 4.2.2 Expected relationship 32 4.2.3 Reputation 32 4.2.4 Community identification 32 4.2.5 Attitude toward participating in social networking sites 32 4.3 Exploratory factor analysis 34 4.3.1 Factor analysis for the independent variables 35 4.3.2 Factor analysis for the dependent variables 37 4.4 Multiple regression analysis 38 4.5 Hypotheses assessment and discussion 41 CHAPTER 5: CONCLUSION, IMPLICATIONS AND LIMITATION 45 5.1 Conclusion 45 5.2 Managerial implications 46 5.2.1 Expected relationship 47 5.2.2 Community identification 47 5.3 Limitations 48 REFERENCES 50 APPENDICES 56 Appendix A 56 Appendix B 59 Appendix C 63 Appendix D 67 CHAPTER 1: INTRODUCTION 1.1 Research Background According to Internet World Stats (2013), there were about 2,4 billion internet users as of 30 Jun, 2013 worldwide which increased nearly 85% compare with 361 million internet users worldwide in 2009 With the largest number, Asian has had 1,1 billion users especially in Vietnam, the number of internet users has been always in top 20 worldwide and the 8th place in Asian since 2010 with the ratio of above 30% population and being expected much more higher than that due to the low fares of internet (TP, 2012) In addition, We Are Social, an organization located in England which specialize in researching social media globally, announced in their report at the end of October 2012 that Vietnam was the most interesting market in Asian with about 30,8 million people use internet, hold 34% the population of Vietnam while the average ratio of the world was 33% (TR.N, 2012) This data showed that the information technology in Vietnam has grown quickly and that internet became very important in people‟s lives The appearance of internet provides great advantages for people to serve the society, business and education, entertainment, etc In recent times, social media is getting more and more popular and integral not only in the globe but also in Vietnam Thus, it cannot help mentioning about social networking sites such as Facebook which have a big impact on Vietnamese people‟s lives As TR.N (2012) stated the number of Vietnamese members growing on Facebook was very impressive at the highest rate of 146% within months Besides, there were 53 Hsu, C P., Chiang, Y F., & Huang, H C (2012) How experience driven community identification generates trust and engagement Online Information Review, 36(1), 72-88 Internet World Stats (2012) Internet users in the world Retrieved from http://www.internetworldstats.com/stats.htm Kachinske, T (2009) 90 days to success in fundraising Boston, MA: Cengage Learning Kaplan, A M., & Haenlein, M (2010) Users of the world, unite! The challenges and opportunities of social media Business horizons, 53(1), 59-68 Kim, W G., Han, J S., & Lee, E (2001) Effects of relationship marketing on repeat purchase and Word of Mouth Journal of Hospitality and Tourism, 25(3), 272-288 Kohn, A (1990) The brighter side of human nature: Altruism and empathy in everyday life New York: Basic Books Lenhart, A., & Madden, M (2007) Social networking websites and teens: An overview Pew Internet & American Life Project Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K (2010) Social media & mobile internet use among teens and young adults Pew Internet & American Life Project Lim, Y H (2012) Facebook in Asia: Growth deceleration continues [Latest Stats] Forbes Retrieved from http://www.forbes.com/sites/limyunghui/2012/07/16/ facebook-in-asia-growth-deceleration-continues-latest-stats/ Lindgreen, A (2008) Managing market relationships: Methodological and empirical insights Surrey: Gower Publishing Limited 54 Lin, J S C., & Wu, C Y (2011) The role of expected future use in relationship-based service retention Managing Service Quality, 21(5), 535-551 Nagel, T (1970) The possibility of altruism New Jersey: Princeton University Press Nguyen, H D (2014) Sự “bùng nổ” Facebook số vấn đề đặt Nhan Dan Retrieved from http://www.nhandan.com.vn/chinhtri/binh-luan-phephan/item/22308802-su-bung-no-cua-facebook-va-mot-so-van-de-dat-ra.html Pempek, T A., Yermolayeva, Y A., & Calvert, S L (2009) College student' social networking experiences on Facebook Journal of Applied Developmental Psychology, 30(3), 227-238 Ranaweera, C., & Prabhu, J (2003) The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting International Journal of Service Industry Management, 14(4), 374-395 Shen, C C., & Chiou, J S (2009) The effect of community identification on attitude and intention toward a blogging community Internet Research, 19(4), 393-407 Solomon, R C., & Flores, F (2003) Building trust: In business, politics, relationships, and life New York: Oxford University Press Students and Information technology (2008) Social networking sites Educause Center for applied research, (pp 81-99) Subrahmanyam, K., Reich, S M., Waechter, N., & Espinoza, G (2008) Online and offline social networks: Use of social networking sites by emerging adults Journal of Applied Developmental Psychology, 29(6), 420-433 55 Tabachnick, B G., & Fidell, L S (1991) Using multivariate statistics (3rd ed.) New York: Harper Collin Teo, T S., & Pok, S H (2003) Adoption of WAP-enabled mobile phones among internet users Omega, 31(6), 483-498 Trivers, R L (1971) The evolution of reciprocal altruism Quarterly Review of Biology, 46(1), 35-57 TP (2012) Việt nam vào top 20 quốc gia có nhiều người dùng internet Dan Tri Retrieved from http://dantri.com.vn/su-kien/viet-nam-vao-top-20-quoc-gia-conhieu-nguoi-dung-internet-nhat-627969.htm TR N (2012) 30,8 triệu người việt nam sử dụng internet Tuoi Tre Retrieved from http://nhipsongso.tuoitre.vn/Nhip-song-so/516689/308-trieu-nguoi-Viet-Nam-sudung-Internet.html Wasko, M M., & Faraj, S (2005) Why should I share? Examining social capital and knowledge contribution in electronic networks of practice MIS quarterly, 29(1), 35-57 Wulf, K D., Odekerken-Schroder, G., & Lacobucci, D (2001) Investments in consumer relationships: A cross-country and cross-industry exploration Journal of Marketing, 65(4), 33-50 Ybarra, M L., & Mitchell, K J (2008) How risky are social networking sites? A comparison of places online where youth sexual solicitation and harassment occurs Pediatrics, 121(2), e350-e357 Retrieved from http://pediatrics.aappublications.org/content/121/2/e350.full.html 56 APPENDICES Appendix A Guideline for quantitative in-depth interview Measurement Scales Comments Summary Altruism (Hsu & Lin, 2008) I like helping people through All of the interviewees Add: SNS Writing and commenting on SNS can help people with their problems I enjoy understood the meaning “People tend to of the scales However, give comments for they ones indicated only leave comments for ones they know somehow helping people are closed with” and Revise 3rd scale: with I am willing to them Besides, the 3rd share ideas and others scale should be changed advices on SNS through SNS close they because it is same with without benefits the 1st scale Expected relationship (Bock et al., 2005) between other members SNS would relationships create new with new friends SNS would expand the scope of my association with others interviewees Revise 4th scale: SNS would strengthen the tie The SNS would draw smooth cooperation from outstanding users in the future suggested changing the SNS 4th scale because for people together those first Revise 6th scale: who encounter, SNS was a SNS connection improve Additionally, the scope connects tool “expand of would the relationship my Remove 7th & 8th association with others” could be adjusted to be simpler as “improve the scales 57 SNS would create strong relationship” The 7th relationships with members scale was complicated to understand and the 8th who have common interests scale was suitable for community identification Reputation ( Wasko & Faraj, 2005) I earn respects from others by The interviewees agreed Add: participating in SNS 10 Participating in with all scales but they SNS assumed awareness strengthens my reputation 11 that the was really SNS helps me get people‟s awareness SNS participation improves important before getting reputation my status Community Identification (Ashforth & Mael, 1989) 12 I have more chances to meet The interviewees thought Revise 15th scale: same “one group” of the 15th Members on SNS interests when participating scale was ambiguous, the are always united in SNS and supportive people 13 who have author could express the Members on SNS keep close community‟s unification Revise 16th scale: ties with each other to share Besides, the “pride of Members on SNS being a member” of 16th are very close like social lives and information 14 Members on SNS have a scale was very hard to strong feeling of “one group” 15 I am so proud of being a family achieve, should express a the intimate instead member of SNS Attitude toward participating in SNS (Teo & Pok, 2003) 16 I like participating in SNS Totally agreed except Revise 17th scale: 58 17 I feel good about adjusting the 17th scale participating in SNS 18 Participating in SNS brings many benefits for easier understanding I am pleased with SNS participation 59 Appendix B Questionnaire in English Dear Sir/ Madam, My name is NGUYEN HOAI THANH, a student of MBA program at ISB Institution – University of Economics Ho Chi Minh City I am studying about the attitude towards participating in social networking sites in Vietnam For this purpose, I hope you could save your time to complete the following short questionnaire It would take you no longer than minutes to finish it Kindly be noted that there is no right or wrong answer and all responses are valuable Your personal information is confidential and will not be disclosed without your permission If you have concerns or questions about this study, please contact me via e­mail address: selinanguyen4717@gmail.com or phone number: 098 789 6545 Thank you very much for your support PART 1: SCREENING QUESTIONS Have you heard about social networking sites? Yes No If yes, please continue the survey, otherwise, you can stop here Thanks Do you have an account on social networking site? Yes No If yes, please continue the survey, otherwise, you can stop here Thanks Which social networking site are you using? ………………… How often you visit social networking? ………………… 60 PART 2: MAIN CONTENT To what extent you agree with each of the Strongly disagree Disagree Neutral Agree Strongly Agree following statements, please indicate your answer 5 5 with new friends Social networking sites would improve the relationships 5 5 using the following 5-point scale where: = Strongly disagree = Disagree = Neutral = Agree = Strongly agree Altruism People tend to give comments for ones they are close with I like helping people through Social networking sites Writing and commenting on Social networking sites can help people with their problems I am willing to share ideas and advices on Social networking sites without benefits Expected relationship Social networking sites connects people together Social networking sites would create new relationships Reputation 10 Social networking site helps me get people‟s awareness I earn respect from others by participating in social networking sites Participating in social networking sites strengthens my reputation 61 11 Social networking sites participation improves my status 5 5 Community identification 12 13 14 15 I have more chances to meet people who have same interests when participating in Social networking sites Members on social networking sites keep close ties with each other to share social lives and information Members on social networking sites are always united and supportive Members on social networking sites are very close like a family Attitude towards participating in social networking sites 16 I like participating in social networking sites 17 I am pleased with social networking sites participation 5 18 Participating in social networking sites brings many benefits PART 3: PERSONAL INFORMATION This section of the questionnaire refers to background or biographical information The information will allow me to classify and compare groups of respondents Gender  Male  Female Age group in years  < 18 Education level  18 – 25  25 – 35  > 35 62  High school  Bachelor  Master  > Master Employment status  Self-employed  Employees  Students  Others: ……………… Location  HCM  Hanoi THANK YOU VERY MUCH FOR YOUR TIME 63 Appendix C Questionnaire in Vietnames PHIẾU KHẢO SÁT Kính chào Anh/ Chị, tên NGUYỄN HOÀI THANH , học viên cao học Viện Đào tạo quốc tế thuộc Trường Đại Học Kinh Tế TP HCM Tôi nghiên cứu yếu tố ảnh hưởng đến việc sử dụng mạng xã hội Việt Nam Rất mong Anh/ Chị dành khoảng phút để trả lời Phiếu khảo sát Xin lưu ý Anh/ Chị câu trả lời sai, tất có giá trị Thông tin cá nhân Anh/ Chị hoàn toàn bảo mật không tiết lộ đồng thuận từ phía Anh/ Chị Trong trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lòng liên lạc với thông qua địa email: selinanguyen4717@gmail.com số điện thoại 098 789 6545 PHẦN 1: THÔNG TIN TỔNG QUÁT Anh/ Chị có nghe nói đến mạng xã hội không? Có Không Nếu câu trả lời Có, vui long tiếp tục BKS, ngược lai, anh/ chị dừng Cảm ơn Anh/ Chị có tài khoản mạng xã hội không? Có Không Nếu câu trả lời Có, vui long tiếp tục BKS, ngược lai, anh/ chị dừng Cảm ơn Anh/ Chị sử dụng mạng xã hội nào?………………… Mức độ thường xuyên đăng nhập mạng xã hội? …………………… 64 PHẦN 2: NỘI DUNG CHÍNH = Không có ý kiến = Đồng ý Hoàn toàn đồng ý = Không đồng ý Đồng ý = Hoàn toàn không đồng ý Không có ý kiến bắng cách đánh dấu chéo (x) Không đồng ý Anh/ Chị phát biểu Hoàn toàn không đồng ý Xin Anh/ Chị cho biết mức độ đồng ý 5 5 5 5 = Hoàn toàn đồng ý Sự vị tha Mọi người thường đưa nhận xét người thân thiết Tôi thích giúp đỡ người khác thông qua mạng xã hội Việc viết nhận xét mạng xã hội giúp đỡ người khác giải vấn đề họ Tôi sẵn sàng chia sẻ thông tin lời khuyên mạng xã hội mà không đòi hỏi lợi ích cho thân Sự trông đợi mối quan hệ Mạng xã hội giúp gắn kết người với Mạng xã hội giúp xây dựng mối quan hệ Mạng xã hội giúp cải thiện mối quan hệ Sự danh tiếng Mạng xã hội giúp nhiều người biết đến 65 10 11 Tôi có trọng vọng người 5 5 5 5 5 khác thông qua việc tham gia mạng xã hội Tham gia mạng xã hội giúp nâng cao danh tiếng Tham gia mạng xã hội cải thiện địa vị, hình ảnh Sự gắn kết cộng đồng Tham gia vào mạng xã hội giúp có thêm 12 nhiều hội gặp gỡ người có sở thích, mối quan tâm với Những thành viên mạng xã hội có liên 13 kết mật thiết với để chia sẻ sống, thông tin 14 15 Các thành viên mạng xã hội có đoàn kết, hỗ trợ lẫn Các thành viên thân thiết gia đình Thái độ việc gia nhập mạng xã hội 16 Tôi thích tham gia vào mạng xã hội 17 18 Tôi cảm thấy hài lòng việc tham gia mạng xã hội Tôi cho tham gia vào mạng xã hội có nhiều lợi ích PHẦN 3: THÔNG TIN CÁ NHÂN Xin Anh/ Chị cho biết thông tin sau để phục vụ việc phân loại so sánh nhóm đối tượng khảo sát 66 Giới tính  Nam  Nữ Độ tuổi  18 – 25  < 18  25 – 35  > 35 Trình độ học vấn  Tốt nghiệp trung học  Cử nhân  Thạc sĩ  > Thạc sĩ Nghề nghiệp  Tự làm chủ  Nhân viên  Sinh viên  Khác: ……………… Địa phương  HCM  Hà Nội CẢM ƠN ANH/ CHỊ ĐÃ THAM GIA KHẢO SÁT 67 Appendix D Data analysis results Table Relationship Reliability Statistics Cronbach's Alpha N of Items 658 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Deleted Correlation Relationship1 Relationship2 Relationship3 Community1 11.0000 11.1681 11.5210 11.2605 2.966 2.717 2.777 3.008 449 485 447 378 Cronbach's Alpha if Item Deleted 586 558 586 632 Table Community Reliability Statistics Cronbach's Alpha N of Items 652 Community2 Community3 Community4 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted 5.9328 1.317 486 522 6.2605 1.211 592 360 6.4790 1.777 328 713 ... attitude toward participating in social networking sites in Vietnam Specifically, it investigates:  The relationship between Altruism and attitude toward participating in social networking sites. .. from others by participating in Social networking sites Participating in Social networking sites would enhance my reputation Participating in Social networking sites would improve my status in Social. .. examine the factors affect the attitude toward participating in social networking sites in Vietnam 1.3 Research objectives The overall objective of this study is to examine the factors affecting the