Luận văn thạc sĩ UEH factors affecting the attitude tow ard participating in social networking sites

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

LUAN VAN CHAT LUONG download : add [email protected]

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

LUAN VAN CHAT LUONG download : add [email protected]

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.

LUAN VAN CHAT LUONG download : add [email protected]

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 do 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.

LUAN VAN CHAT LUONG download : add [email protected]

LIST OF FIGURES

Figure 2.1 Conceptual model ...........................................................................................18

Figure 3.1 Research process.............................................................................................23

LUAN VAN CHAT LUONG download : add [email protected]

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

LUAN VAN CHAT LUONG download : add [email protected]

TABLE OF CONTENTS

ACKNOWLEDGEMENT

ABSTRACT

LIST OF FIGURES

LIST OF TABLES

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION .................................................................................1

1.1 Research Background.................................................................................................1

1.2 Research Problem.......................................................................................................3

1.3 Research Objectives ...................................................................................................5

1.4 Research Scopes.........................................................................................................5

1.5 Research Methodology...............................................................................................6

1.6 Structure of the research.............................................................................................6

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES ...............................8

2.1 Social networking sites...............................................................................................8

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

LUAN VAN CHAT LUONG download : add [email protected]