What drives intention to use facebook: An empirical study of Vietnamese users

his study aims to investigate users’ attitude and intention to use of a social media site in the context of the Facebook platform. A questionnaire survey was conducted to collect data from 134 users of Facebook in Vietnam. Collected data were analyzed by using hierarchical regression analysis. This study points out that trustworthiness and perceived usefulness are the direct predictors of intention to use social media sites such as Facebook.
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What drives intention to use facebook: An empirical study of Vietnamese users VNU Journal of Science: Economics and Business, Vol. 36, No. 5E (2020) 92-103 Original Article What Drives Intention to Use Facebook: An Empirical Study of Vietnamese Users Hoang Dam Luong Thuy, Nguyen Thu Ha* VNU University of Economics and Business, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam Received 08 December 2020 Revised 19 December 2020; Accepted 19 December 2020 Abstract: This study aims to investigate users’ attitude and intention to use of a social media site in the context of the Facebook platform. A questionnaire survey was conducted to collect data from 134 users of Facebook in Vietnam. Collected data were analyzed by using hierarchical regression analysis. This study points out that trustworthiness and perceived usefulness are the direct predictors of intention to use social media sites such as Facebook. Specifically, trustworthiness is found to have the greatest impact on intention to use Facebook, which is followed by perceived usefulness among Vietnamese users. These findings provide evidence about the value of trust and perceived usefulness that can be considered as direct predictors of behavioural intention to use a product or technology. Moreover, remarkable points are recommended for Facebook developers, business managers and the Vietnamese Government in integrating Facebook as well as other online social media platforms and business strategies. As a result, the study can be helpful for future researchers, managers, practitioners and educators in the area of the Vietnamese social media community. Keywords: Social media, Facebook, Technology Acceptance Model (TAM), intention to use.1. Introduction * users in January, 2020, which has increases by 6.2 million (more than 10 per cent) between The emergence of social media has proven 2019 and 2020 [1]. Social media has continuedto significantly change people’s daily life and to change the way of doing business in manysociety. According to Global Digital Insights, dimensions, particularly in communicationthere are over four billion people all over the methods between firms and customers [2].world using the Internet, in which at least three Besides, companies have also changed theirbillion access social media on a monthly basis. advertizing platform from mainstream mediaIn Vietnam, there were 68.17 million internet such radio or television to social media. In other_______ words, the presence of millions of users on* Corresponding author. social media sites is exciting for businesses as it E-mail address: hant@vnu.edu.vn opens new channels for interacting with https://doi.org/10.25073/2588-1108/vnueab.4460 consumers, as well as other important 92 H.D.L. Thuy, N.T. Ha / VNU Journal of Science: Economics and Business, Vol. 36, No. 5E (2020) 92-103 93stakeholders such as suppliers and employees. It Facebook for online activities such asis not surprising that all different kinds of communications, information and purchasing.organization across the world are trying to In which, most Vietnamese customers visit aintegrate social media with the various aspects of Facebook page for product inquiry and productbusiness processes and operations [3, 4]. As an purchase (over 55 per cent), while only aroundeffective marketing tool, social networking sites 35 per cent of them connect with a Facebookhave been widely used for consumers to page to communicate for store location orparticipate in marketing activities [4, 5]. technical support (see Figure 1). Although Among the popular social media platforms online communication through Facebookin the world, Facebook is considered as one of Messenger is in every industry, thethe most trendy and widespread social medias communication level among industries is stillin recent years. Approaching and using different. To be specific, retail stores have theF ...