TAILIEUCHUNG - 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. | 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 million more than 10 per cent between The emergence of social media has proven 2019 and 2020 1 . Social media has continued to significantly change people s daily life and to change the way of doing business in many society. According to Global Digital Insights dimensions particularly in communication there are over four billion .

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