Các yếu tố ảnh hưởng đến hành vi sử dụng mạng xã hội facebook tại việt nam

Science & Technology Development, Vol 18, No Q l • 2015
CAC YEU TO ANH HlTONG BEN HANH VI SlJ DVNG MANG XA HQI FACEBOOK
T.»I VIET NAM
AN EMPIRICAL STUDY OF FACTORS AFFECTING ACTUAL USE OF FACEBOOK
IN VIETNAM

Nguyen Ngpc Bich TrSm
Truimg D^i hoc Tai Chinh - Markeiing
Nguyen Thj Mai Trang
Truimg Dai hoc Kinh Ti - Lual, DHQG - HCM - vn
(Bdi nhan ngdy iO ihdng 11 ndm 2014. hodn chinh sira chira ngdy 08 thdng 03 ndm 2015)

Nghiin Clhi nay xem xel edc yiu ti dnh hudng din viec si dung mang xa hoi Facebook ifl Vifl
Nam Cdc yiu 16 ndy bao gdm: tinh xd hai (social idenlily). linh vi Iha (allruism). linh ihac li do
(lelepresenee). linh de su dtmg (perceived ease of use). Unh hihl dmg (perceived usefulness) vd linh
khich le (perceived encouragemeni) Du Uiu khao sdt Irong bdi Suae Ihu Ihqp lir 363 ngudl sir dt/ng
Facebook tfa bo Ihinh phi Hd Nai BdNdngvd Thdnh phd Hd Chi Mnh Kil qud cha Ihdy co ba yiu Id
anh hudng true ttip din hdnh vl si, dung Facebook Iqi Viel Nam la tlnh huu dung linh di si, dtng vi
,lnh khich le. Ben cqnh do cal 2 gid Ihuyit duac ung hd ,rong si 14 gid Ihuyit klin nghi.
Tir khda: Facebook mangxdhoi

tlnh Ihuc ti do. linh khich ii. Unh vi iha linh xd hot...

ABSTRACT
This stud, invesiigoles some ke, delerm,nan,s affecting the actual use of Facebook m Vielnam
ivhtch aresoclal Idenlily. altruism telepresence, perceived ease of use. perceived usefulness and
perceived encouragemeni The model v,as tested on a sample of 363 Facebook users in Ho Noi Do
Nong ond Ho Ch. M.nh city. The resulls Indicate lhat perceived ease of use. pereeNed usefulness ond
perceived encouragement affect the aciuol use of Facebook. In addition, the resulls also supporl twelve
out of fourteen hypotheses
Ke, leord Facebook. social netv,orK telepresence, perceived encouragemeni. altruism, social

idenlily.

M^ng xd hOi dupe xem la cac dich vy dya
hfin nfin tdng web co thi cho phep cd nhdn xay
dyng mOt trang hd so cd nhan cong khai hodc

bdn cong khai hong gicn han cua hfi thdng;
^°^'^ ^^^ ^ ' ? " ^^5'c danh sdch nhihig ngu&i
^'^"S ^•^^'= f"^ 1^9 ^^^ n^' voi nhau hodc xem
^°^^ ^ ^ '^^"^ ^^'^ ^ " S ^° so cd nhdn ciia
nhiing ngu&i khde hong hfi thdng th6ng qua


TAP CHi PHAT TRItN KH & CN, TjfliP 18. S 6 Q l - 2015
vi?c kfit ndi. Ban ch^ vd ten goi cua cic kit ndi
nay co the thay ddi tiiy theo tung trang mang xa
hoi khac nhau (Boyd & Ellison, 2008). Khai
nifim mang xd hgi (MXH) bdt ddu duoc nguoi
tieu ding Viet Nam tilp can tir ndm 2005 voi
sy xudt hifin Clia trang blog ca nhan
Yahoo!360. Trdo luu vilt blog da hinh thanh
dioi quen mdi trong cpng ddng mang: vilt nhat
ky vi chia sfi hinh anh, thong tin qua blog. Vi
vdy md sau khi Yahoo!360 nit khoi thi trudng
Viet Nam, cic hang mang xd h^i khac nhanh
chong tun cdch tham nhdp vdo thi huong frong
do CO nh&ng sdn phdm trong nuoc nhm
Yobanbe, Zing me, Yume, Tamtay... vd cic
san phdm tu nuoc ngodi nhu: Facebook,
Cyworld...

Trong thfi gidi phdng cua intemel hifin nay
thi MXH Facebook duac ngucri dtmg chu y
nhifiu nhdt. Tai Viet Nam, tinh din thing
10/2012 so nguoi dung Facebook tai Viet Nam
Ifin din 9.117.480 ngucri tdng gin 5.5 hifiu
trong v6ng 6 thdng, hung binh 1 ngay
Facebook co them 30.000 thanh vifin ngucri
Vifit moi (Comscore', 2012). COng nhu cac
quoc gia trfin toan Thi gioi, Facebook dang fro
thanh xu huong mdi ciia gioi tre Viet Nam va
thu hut sy quan tam ciia mpi gioi cong chiing
tir bio chi, cic nha chiic hach, cdc bdc phu
huynh cho den nhirng em nho va ddc biet la cac
doanh nghiep Duoc xem Id ngoi nha chung cua
1/7 dan so thi gidi va 1/3 ddn sd Viet Nam
(VNNIC^, 2013), Facebook khong chi la mot
kfinh thong tin mdi dl cdc doanh nghiep tiep
c?n khdch hang myc tifiu md con co kha nang
mang l^i l^i nhudn nlu doanh nghiep bilt each
dautu.
Trong nhihig ndm gdn daj-, mdc dii da co
khi nhilu dl tdi nghifin ciiu, hoi thao vl mans
' Conucore la mpi cong n do luang Intemel cung cdp cac
da hiu marketing vo phdn ikh sS li^u cho c6c cdng n hang
dduthegiai

cdc cu quan va nha mdl ban.

IT^MC liin Viet tdt aia Tmng ldm Inlemel I'l^i .Vam

Xd hoi noi chung va Facebook noi rifing nhung
day vln con la mot chu dfi moi va hip din nen
khong ngimg duoc cdc nhd nghien cuu khai
_ thdc. Nhin chung cac nghifin ciiu ngdy dfiu iing
dyng "Mo hinh chip nhan cong nghe - TAM"
Clia nha nghifin cuu Davis (1989). TAM dupc
xem Id mo huih difin hinh khi nghifin cuu vfi
hanh vi thyc te sii dung mot he thdng cong
nghe mdi Mang xa hoi ciing la mot cong nghe
mdi frfin nfin tang web 2 0 nfin mo hinh TAM
rat tfiich hop cho nghien cuu vl hanh vi sii
dung MXH cua ngudi diing. iu> nhifin dl
nghifin cuu sau vao dfi tai nay tdc gii cin tim ra
cac bifin ngoai sinh anh hudng dfin 2 biln chinh
Clia mo huih TAM la tinh hihi dung va tinh dl
sti dung.
Kwon & Wen (2009) da phat hifin mo hinh
TAM bang cdch .\dy dung them mgt nhan td
mdi. tinh khich le (perceive encouragement).
E>dng thdi tac gid cung ip dung ly thuyli vl
nhu cau ciia Maslow vcri cip do thii ta Id nhu
cau xa hoi dfi kifim fra mirc dg dnh hudng ciia
cac >lu to ca nhan din nhung ngudi thyc tfi su
dyng MXH vi sy khac bifit ca nhan duoc xem
la chia khda ihdnb cdng ciia hfi thdng cdng
nghe thong tm mdi (Agarwal & Prasad, 1997).
Cac bifin dugc Kwon & Wen (2009) bd sung
vao md hinh TAM dfi nghien cuu chu\fin sdu
ve MXH bao gom: tinh khich lfi. tinh xd hgi.
tinh vi tha, tmh thyc ll do va biln hanh vi thyc

te su dyng. Trong dd cac bifin tinh xS hgi, iinh
vj tha, tinh thyc tfi do dugc xem nhu cac biln
ngoai sinh uong md hinh TAM. Vdi mo hinh
nay Kwon va Wen (2009) vua tan dung dugc
diem manh Clia md hinh TAM \-ira phdt triln
thfim mdt sd bifin thugc %fi nhu ciu xa hdi ciia
ngucri dimg trong diang cip do nhu cdu ctia
Maslow nfin dugc danh gia Id md hinh diln
hinh hong nghien ciiu \fi .MXH ndi chung.
Mdc du sd lugng bai nghien ciiu vl MXH
ndi chung \k Facebook ndi rieng ciia cdc nha
nghifin cuu kinh tl tren Thfi gidi vln dang eia

Trang 91


Science & Technology Development, Vol 18, No Q l - 2015
tdng ddng ke, nhung ddy lai Id mgt Idnh vyc
cdn khd mdi me lgi Viet Nam va chua cd nhifiu
nghien cuu chuyen sau vfi chii de nay.
Facebook dugc xem Id sdn phdm mang hinh
thuc rS rang vd ddy dii nhdt ciia khai nifim
MXH nfin ung dyng md hinh ciia Kwon va
Wen khi nghien ciru vl Facebook sfi phii hgp
hem cdc mo hinh khac. Tuy nhien do md hinh
cua Kwon vd Wen (2009) dugc nghien ciiu tai
Han Qudc nfin mac dii cd nhung net tuong
ddng vk vkn hda hong khu vuc Chau A nhung
ciing khdng thfi hdnh khdi nhirng vin dfi khdng
phil hgp ddi vdi mdi frudng kinh tl, xa hgi tgi

Viet Nam. Chinh vi vdy, khi dp dung md hinh
ndy de nghifin ciiu vfi Facebook tai Vifit Nam,
tdc gid can ddc bifit chii y din cac ylu td lifin
quan nhu. hdnh vi tieu diing, thdi quen online
va thdi quen su dung MXH cua ngudi diing tgi
Vifit Nam.
Vai hd Clia Facebook ddi vdi doanh nghifip
ngay cdng trd nen quan frong hon frong viec
ndng cao hieu qud kinh doanh vi vdy ma cdc
nghifin ciiu ve Facebook sS cung cip ngudn
[hdng tin quan hgng vd cin thilt dl giup cdc
doanh nghiep hilu rd hon vl hanh vi ciia khdch
hdng vd nang cao hifiu qua ddu tu vdo cdc
chuong frinh marketing hen Facebook. Trudc
nhu cau thdng tm trfin ciing vdi sy quan tdm
sau sdc den mang xd hgi Facebook, myc tifiu
cila nghien ciiu ndy sfi xem xet mile dg dnh
hudng Clia mgt sd ylu td: tinh xd hgi (social
identity), tinh vj tha (aifruism), tinh thyc tl ao
(telepresence), iinh dl sir dung (perceived ease
of use), tfnh hiiu dyng (perceived usefulness)
vd tinh khich lfi (perceived encouragement) din
hdnh vi sir dimg mang xd hdi Facebook tai Vifit
Nam Tir do giup doanh nghifip tim ra ylu td
chinh anh hudng din hdnh vi sii dung
Facebook cua ngudi dung. Ddng thdi cung cdp

cdc thong tin co sd dfi cdc doanh nghiap cd thi
xdy dyng, dinh vj vd quang b i hinh anh ciia
minh thdng qua cdng cu fruyen thdng mdi ndy,

2. CO SO LY THUVET VA M 6 HINH
NGHlfeN COU
Ung dung md hinh chap nhdn cong ngh?
(TAM) md rong ciia Kwon & Wen (2009), tdc
gia dd dua ra mo hinh nghifin cuu vk cdc ylu td
dnh hudng din hdnh vi sii dyng Facebook cua
ngudi dCing tai Viet Nam. Md hinh nghifin ciru
(Hinh 1) xem xfit miic dg anh hudng ciia cdc
bifin tdm ly (tinh xd hgi, tinh vj tha, tinh thyc tl
do), cdc bien ciia TAM (tinh dfi sir dyng, tinh
hCfu dung) vd tlnh khich le dfin viec chdp nh§n
sii dyng Facebook ciia ngudi Vifit Nam
2.1. Tinh xdhOi (Social Identity)
Tinh xa hgi dugc dinh nghia Id vj frf ciia
mgt cd nhdn trong mdt nhdm xd hgi nhdt djnh
(Hogg, 2000). Tinh xa hgi dugc xem nhu Id
mgt yfiu td quan frgng dfi cd nhdn duy fri vd
ndng cao hinh dnh cua ban than trong mOt
nhdm thdng qua cdc hanh vi vd cdch tifiu dilng
cdc san phdm mang tinh bilu hifin. Vi I^ do ndy
ma hong nhieu nghien ciru dd chiing minh rdng
tinh xd hgt cd anh hudng dang kl dfin thdi dO
cua cdc cd nhdn ddi vdi mdt san phim hay djch
vu ma hp su: dyng (Terry ^ ctg, 1997).
Ddi vdi Facebook, khi qud nhilu ngudi
diing facebook vd mgi ngudi diu nhdn thiy
Facebook dfi su dung vd hiiu dyng thi ngudi
mdi diing Facebook cung sS chju tdc dOng ciia
nhdn thtic ndy ciia nhdm md hg xd hgi tham
gia. Tuong tu nhu viiy nlu nhu mgi ngudi xung

quanh diu cdm gidc ring Facebook khich 1? hg
nhifiu hon thi xu hudng cua ngudi mdi su dyng
Facebook cung sfi khfch lfi vd nh?n sy khich lfi
cua moi ngudi frong nhdm.


TAP CHi PHAT T R I E N KH & CN, TAP 18, S 6 Q1 - 2015

Tfnh de sir dung

"^^"^^"^^^^"^

Thuc tfi

1

—»^—i

sudyng

HS
MS

Tinh khich lfi

Hinh I. Md hinh nghifin cim
Difiu nay cho thiy ring tinh xd hgi co thfi
dnh hudng din hanh vi su dyng cdc djch vii ciia
Facebook vi Facebook Id mgt mdi trudng md
cdc ca nhan (ngudi diing) tham gia cd thi giao

tiep vd tuong tic ldn nhau dk tao ra mgt nhdm
xd hgi. Thong qua hanh vi sir dung Facebook,
nhd cd tinh xd hgi md cac cd nhan nhdn thirc
dugc hg thupc vfi mgt cdng ddng MXH c\f thi noi ma cac ci nhan nay cd thi phat sinh nhimg
hrong tic xd hgi vdi nhimg ngudi khde frong
nhdm. Do dd hong nghien cim vfi Facebook,
tlnh x2 hdi sfi la mgt bifin hCfu ich dfi do ludng
miic dg anh hudng ciia nd din hdnh vi sir dung
Facebook Trong bai nghien cim niy, tdc gia
dua ra gia thifit tinh x3 hdi sfi cd dnh hudng tich
eye den tinh hiiu dung, tinh de sir dung vd tinh
khich Ifi.
Hia. Cd mdi quan he duong giira tfnh xa
hgi vd tinh de sir dyng
Hlb: Cd mdi quan he duong giUa tfnh xd
hgi vi tinh hCtu dung
Hic: Cd mdi quan hfi duong giira tinh xa
hdi vd tinh khfch lfi
2.2. Tinh vj tha (Altruism)
Tlnh vi Iha Id mOt ylu td thugc vl tam ly
hgc va Id mgi biln quan hgng dugc sii dung dk
giai thfch cho hanh vi ciia con ngudi (Rachlin,
2000). Tinh vi tha duyc hilu la tdm ly sdn sang
giiip do ngudi khde hodc ldm nhimg difiu tdi

ma khdng cd ky' vong Id sfi dugc dfin ddp, tuy
nhien rdt khd dfi hifiu ddy du vfi tinh vj tha vi
con ngudi thudng chon cdch iing xii dl ldi da
hda Igi ich ciia minh (Folbre & Goodin, 2004).
Khi nghifin cihi vl Facebook, hong mdi

hudng hiong tie ao ciia nd tbi nhtmg ngi dung
hen Facebgok hoan toan la do ngudi dimg ty
tao ra nen tinh vi tha con cd dnh hudng khuyfin
khich ngudi khac thfi hifin tfnh vj tha ciia minh
vi chi khi ngydi diing chip nhan thfi hifn tfnh
vj tha cua minh thi edng ddng ao mdi co thi
phat frifin va mgi ngudi cd thfi ddng gdp vd
hodn thien nhirng chii dfi ma minh chia se vdi
quan niem "cho di Id con mdi". Vi vay md fren
Facebook, khi ngudi diing thfi hifin tfnh vj tha
thdng qua vifc chia sfi cang nhilu thi sg cing
cd nhieu thdng tin quan frgng dap ung diing
nhu cdu ciia ngudi dimg khac. difiu niy cang
kfch thich nhiing ngudi dimg mdi tham gia vao
mang xa hdi. Ddng ihdi khi su dung cdng nhilu
thi hg l?i cang cam thiy sir dimg Facebogk rit
dfi ddng vd khuyin khich ban be, ngudi than sir
dung Facebook nhilu hon nira. Tir ndi dung
trfin tdc gia ky vgng vao mdi quan he tfch cyc
giira tinh vi tha vd cac biln khac nhu sau
H2a. Cd mdi quan he duong giOa tinh vj tha
vdtinh dl sir duna
H2b Cd mdi quan hf duong giii tinh vj
tha vd tinh him dung

Trang 93


Science & Technology Development, Vol 18, No Q1 - 2015
H2c: Cd mdi quan he dugng giiia h'nh v] tha

va tinh khich lfi
2.3. Tinh thifc te i o (Telepresence)
Co rdt nhieu nghien ciiu giai thicii vl sy ldn
tai ciia bifin 'Tinh thuc tl do" frong cdc san
pham cdng nghe mdi. Tinh thuc tl do dugc sii
dung dfi md td cam giac md ngudi dilng cd
dugc khi hg tham gia vdo mgt mdi hudng do
(Held & Durlach, 1992). Hdu hit cdc nghifin
cihi vfi tinh thyc tl ao duoc tifin hanh vdi cdc
phuong tifin huyfin thdng hien dai dl cho con
ngudi cam nhdn dugc su tdn tai rit thyc cua
minh frong mgt mgi tnrdng do. Hay ndi khde di
id mdt ngudi dang thyc sy ldn tai d mot not ndo
dd frong mgi irudng vdt chit bfin ngoai dd tag
ra cdc tin hifiu cho bilt ve cdc hoEit ddng ciia
minh vd caiyin hifiu nay dugc truyin dl qua hfi
thdng cong nghe. "Tinh do" dugc hinh thanh do
cdng nghfi, cdn cam nhan vfi "tinh thuc" dugc
nhiin biet qua cac tin hi^u da dugc fruyen di. Vi
vdy mi khi cong nghfi cdng tdi tdn, hifin d£ii tbl
khodng cdch do cua cdng nghf cang bj thu hep.
Khi m?ng Intemet cdng phdt triln thi tinh
thyc tl do cdng dugc khdng dinh tim quan
frgng qua cic nghifin ciiu vk hdnh vi ciia khdch
hdng, ddc biet li cic phan tfch vl kinh nghiem
vi ngudn thdng tin tham khag ciia khich hdng
frudc khi ra quyfit dinh mua hing Vi vgy khi
md ngudl diing cd cam nhan Id thdng tin trong
moi frudng do dl tilp cdn hon thdng tin hong
mdi trudng thdt thi cd thfi "tinh thyc tl io" sfi

giiip tdng nhdn thiic cua ngudi diing ve "Tinh
de su dung" do dfi ddng hoc hdi va trao ddi
thdng tin vk cdch sit dyng MXH lit nhilu
ngudl. Ben canh dd chting ta cOng cd thfi dua ra
cdc gid djnh ring trong mdi hudng do ciia
Facebook ngudi dimg cd thfi cdm nhJin dugc
"Tfnh hfiu dyng" ciia nhiing mdi quan he vdi
nhihig ngudt d rdt xa, ddng thdi nhd nhihig mdi
quan hf ndy md ngudi diing cd thfi nhdn dugc
nhieu sy khich lfi hon tir mgi ngudi, do vay
"Tfnh thuc te io" cd thfi anh hudng tfch cyc
Trang 94

_ dfin "Tinh khfch If" ciia ngudi dimg (Kwon &
Wen, 2009). Tir nhitng ngi dung frfin, tic gid
dua ra cdc gia thuyet ve tinh thuc tl do nhu sau:
H3a: Cd mdi quan hf duong giOa tfnh thyc
te do va tlnh de su dyng
H3b: Cd mdi quan hf duong giCJa ti'nh thyc
tfi do va tinh hitu dung
H3c. Cd mdi quan hfi duong giila tinh thyc
te io vd tinh khich le
2.4. Tinh de sir d^ng (Perceived ease of
use)
Tinh dfi sii dung dugc djnh nghTa li miic dO
md m$t cd nhdn lin ring hg cd thi tim hilu
cdch sii dung m^t h? thdng cdng nghf mdt cich
de ding (Davis, 1989), Trong cic nghien ciiu
vfi cdng nghf, cdc biln thugc md hbih TAM
nhu tinh de su dung vd tinh hihi dyng dugc sii

dyng rit phd bifin vl AS dugc chiing minh li c6
dnh hudng hue tilp den vifc ngudi diing lya
chgn m^t hf thdng cdng nghf dl sir dyng. Theo
cdc nghien ciiu ndy thi ludn cd mdi quan hf dnh
hudng giita tinh dfi sii dyng vdi tinh hitu dyng
vd hdnh vi thyc te sii dyng.
Thdt v^y, nlu nhu mgt sdn phdm cdng nghf
md qud phiic tap hodc Idid sii dyng thi sl bj h^n
chfi vfi sd ngudi su dyng vd khdng thi dp dyng
mdt cdch d^ii tri hong xd hgi. Facebgok Id mdt
MXH dugc phdt friln frfin nen lang cnng nghf
cao nen frong md hinh nghifin ciiu vl
Facebook, su tdn t^i ciia tinh dl sir dyng sfi
giup dy dodn tdt cdc ylu td inh hudng din
hdnh vi sii dyng MXH Facebook. Do dd, dya
hfin eo scr md hinh TAM, tic gid dua ra gid
thilt cd sy dnh hudng tfch cyc cua tfnh dl sir
dung din tinh httu dyng vi thyc tl su dyng
Facebook.
H4: Cd mdi quan hf duong gifta tlnh dS sir
dyng vd tfnh httu dyng
H6: Cd mdl quan hfi duong gitta tfnh dl sii
dung vd thyc tl sir dyng


TAP CHi PHATTRIEN KH & CN, TAP 18, S 6 Q l - 2015
2.5. Tlnh hihl iliing (Perceiveil usefujocss)
Tlnh Imu dung dugc ffinli ngliia la sir cam
nlian ve mat ioi ieh ma ngudi diing co duoc tit
hanh vi sii dung mot he thdng cona ndie

(Davis. 1989). Muc tieu phat triin c4a eac
trang MXH noi chung la luon phai cai tiin di
tmg kha nang Mong tae giiia cac thanh vien
trong cong ding, thong qua do lam tang su hai
I6ng cua nguoi dimg MXH. Thue ti cho thiy
Ichi nguoi dimg nhan thiic loi ieh eiia minh gin
li«n vSi mot san phim cong nghe thi ho se eo
xu hudng sir dung edng nghe thudng xuyen va
trd thanh khach hang trung thanh. Vi du nhu
khi can tltn kiim bit cii thdng tin gi thi moi
ngudi s« nghi ngay din Google va hien nay ti,
Google eung da duoc moi ngudi su dung nhu
mot dong tir di thay thi cho tit lim kiim"
Khi nghien cih, vi MXH Facebook, tac gia
hy Vdng rtng cOng giing nhu Google.
Facebook cd thi cung cap cho ngudi dimg
nhihig loi ich quan trong va ttd thanh djeh v^
khdng the thiiu trong cudc sing hang ngay. Vi
vay khi ap dung mo hlnh TAM vao nghien eiiu
Facebook, tic gia dua ra gia thiit co su anh
hudng tich cue eiia tinh hUu dung din thue ti
•six dyng Facebook eua ngudi ddng
H7: Cd mdi quan he duong giiia tinh
hiru dyng va thuc ti su dung
2.6. Tinh khich 1| (Perceived encouragement)
Trong quan ly, Hnh khich le ludn dudc so
dimg di ddng vien cac nhan vien dat duoc hieu
suat d-ong cdng viee, giam cang thing va nang
cao tinh diin lam vice cua nhSn vien. Kit qui
nghien ciiu Inrde day cho thiy nhiing khich le

bang ldi la nhimg yiu td rit quan trong di tang
hieu suit eiia edng viec (Andreacci & etg!
2002). NhBng nhan vien nhan duoe khich le sg
il pham sai lim hon eic nhan vien khac. Trons
mdi midng Facebook. tinh khich le duoc bieu
Ihi dudi d»ng cae bai viit (note) hay cac cau
chia se ngin bing chU. hinh anh. bai hat . . d
thanh cdng cu trang thai (Stams) va duoc moi

ngudi hudng iing bang cae nut -like" d dudi
mdi ddng chia se. Nghien ciiu mrdc day vi
MXH Facebook cho thlj tinh khich le anh
hudng den tinh hHu dung eua Facebook cung
nhu cd anh hudng din thuc ti sir dung
Facebook eua ngudl dimg (Kwon * WeiC
2009). Do vay:
H5: Cd mdi quan he duong giUa tinh khich
le va tinh hiru duna
H8. Cd mdi quan he duong giOa Unh khich
le va thuc te sii duna
2.7. Thtrc tesii dung (Actual Use)
Trong md hinh TA.M. hai biin tinh hiru
dung va tinh d! su dung anh hudng din ; dinh
su dung cdng nghe va y dinh nay se lac ddng
den hanh vi su dung trong thuc te Tuy nhien
trong nghien cuu vi hanh M thi y dmh ludn la
yeu td du bao manh nhit cho viec thirc ti sii
dimg mdt sin pham' cong nghe (Venkatesh.
2003). Vdi cdng nghe tmyin thdng da phudng
tien nhu Facebook thi khodng each gilhi y dinh

sii dung va hanh vi thuc ti sti dung la rit nhd
nen tie gia bd qua biin y djnh sii dung cdna
nghe (Kvvon & Wen. 2009).
Trong md hinh nghien cuu "Cac yiu to dnh
hudng din hanh vi su dung MXH Facebook tai
Viet Nam", tac gia dua ra biin phu thudc la
"Thuc ti su dung" thay vi "hanh vi sii dung"
hay -hanh vi thuc ti su dung" nhim nhin maih
den hanh vi su dung Facebdok cua ngudi duna
trong thuc ti hien nay tai Viet Nam: khdng chl
trong viec chip nhan dang ky ldm thanh "vien
den Facebook ma edn thudng xuyen su dung
Facebdok nhu mot cdng cu giao tiip va kinh
doanh.
... PHLONC PHAP NGHIEN CUU
Nghien cira duoc thiit ki thdng qua 2 giai
•fojn. (I) Nghien cuu so bd va (2) Nghien cuu
chmh thuc. Nghien ciiu so bd duoc thuc hien
thdng qua cuoc nghien cuu djnh tinh bing
phuong phdp thao luan nhdm. Giai doan na°
Trang 95


Science & Technology Development, Vol 18, No Q1 - 2015
nhdm lim hieu so bo cic van de co anh huong
den hdnh vi sii dung Facebook va dua ra thang
do chinh thirc cho cac bien yong mo hinh
nghien ciiu. Do! tuong tham gia thao ludn
nhom (n = 12) bao gom nhdn vien van phong
(3 ngu6i), sinh vien {5 nguoi), quan !y (4

nguoi); trong do tuoi lit 1 8 - 3 5 luoi. Thoi gian
thuc hien phong vin vao thdng 05/2013. Kit
qud thu duoc cho thdy: cdc bien quan sat dua
tren nghiSn ciiu ciia Kuon & Wen (2009) duoc
giu nguyen, long cong co 23 bien quan sdt,
trong do: (I) Tinh xd hoi duoc do luong bdng 3
bien quan sat; (2) tinh vj tha dupc do lu6ng
bdng 3 bien quan sat; (3) tfnh thuc tl do duoc
do luong bdng 4 bien quan sat; (4) tinh de sir
dung duoc do luong bdng 3 biln quan sdt; (5)
tlnh httu dung dupc do ludng bdng 4 biln quan
sdt, (6) tinh khich le dugc do luong bdng 4 biln
quan sat vd (7) thuc tl sii dung duoc do Iu6ng
bang 3 bien quan sdt. Tdt cd thang do diu Id
thang do Likert ndm miic do vdi 1 (hodn toan
khong dong y) din 5 (hodn loan d6ng y)
Nghien cuu chinh thiic duoc thyc hien
thong qua nghien ciiu dinh luong bdng bdng
cdu hoi vdl phuong phap chon mau thudn tien
Sau khi thiet ke xong bang cdu hoi, tdc gid tiln
hdnh phong van sdu 05 ngudi tai TpHCM dl
' khdng djnh nhttng noi dung trong bang cau hoi
duyc ddp vien hilu diing nghTa. Sau dd bang
cau hoi dugc thilt kl online tren Google Drive
vd dugrc chia se dudng link lien kit dl giri khao
sdt tren dien rpng 6 ci ba khu vuc: Ha N6i, Da
Ndng va Tp.HCM Ngodi ra vi rdt kh6 dl tim
duoc doi tugng dang sinh sdng d Da Ndng vd
Hd Ngi ma khong bj vi pham yeu cdu vl ddi
tuong chgn mdu (khdng Idm trong cac ngdnh

nghe cd lien quan din Marketing va truyin

Trang 96

thong, dang tham gia Facebook, trong d$ tudi
tir 18 - 35) nen tic gid tiln hinh quing cio tren
Facebook de tim kiem dip vien d hai khu vyc
tren.
Ddi lugng khdo sat dugc tdc gii quan tam li
gidi tre, tren 18 tudi, nam vd nit, hi?n dang Ii
thdnh vien va sir dung Facebook thudng xuyen
vd sinh song tai mgt trong ba thinh phd ldn cua
ca nucrc Id: Tp HCM, Da Ndng vd Hd Noi. Tdc
gia dira theo kinh nghifm chgn mlu ciia Bollen
(1989): nhd nghien ciru sir dung Ii 5 mlu cho
mdl bien quan sdt Trong nghiSn ciiu niy cd 24
biln quan sit dugc sii dyng, do dd kich thudc
mdu phai Id 120 mdu Tuy nhiSn khu vyc khdo
sat gdm cd 03 khu vyc khac nhau nen kich
thudc mau ting cgng tdi thilu li 360. Dya vdo
cdc CO sd trSn, tdc gii dua ra sl mlu dy kiln
nghien ciiu li tir 360 mdu din 400 mau. Kit
qud thu dugc sau khi dd d^it sd Iugng mlu dy
kiSn se dugc xuat ra file excel vd nhip li|u vio
phin mim SPSS 20 dk tiln hinh phdn tich.
Kich thudc mdu hgp If cuoi ciing Id 363
mlu. Trong mau cd 54.82% nam vi 45.18%
ntt, da sd thugc dg tudi ttt 18 - 35 luoi, chilm
ty le 98.9% dang Id sinh vien thutjc cdc khu
vyc: Tp.HCM, Dd Ndng vd Hd Ngi.

4. PHAN TiCH VA THAO LU^N KET
QUA NGHIEN c C u
4,1. Dinh gii do lufrng
Thang do cic khii niem nghiSn cttu dugc
danh gid bdng hf sd Cronbach alpha cho th^y:
cd duy nhit mgt biln thuOc biln thyc te sii
dung bj ioai (AU3) do cd tuong quan biln tdng
nhd (< 0.3) cdn edc biln khic diu dal yeu c^u.


TAP C H ! PHAT TWfeNKH & CN, T/lP 18. S(5 Q1 - 2015
Bang 1. Bo ludng cac khai niem nghien cuu
Tmng blob
Iiiu loai biin

Alpha neu
loai bien

Trgng so
EFA

Tinh xg hgi; Cronbach alpha = 0.813
- .*"

Utdthanh^vien ttong cdng ddng la quan trong

_?I^

Thich hoajihap vao cdng ddng

SI3

Jinh

HOM ddng Cong ddng la quan trong 0-ong cugc

3.05

0.751

0.808

3.25

0.741

0.685

2.89

0.738

0.771

vj Iha: Cronbach alpha = 0.867

_^J}:^^___^9r}gvi€n
— h}._

nguiii can trg giiip

_Gi"P dita ra giii phdp

ATL3^

^ h ^ ^ t t n g j c h i d u g c ^ i a se tin vui

^ I n h thyc tl ao^Cronbach alpha = 0.829
TELEI

Cdm thdy nhu d i quen bilt
0-803

0.669

0.771

0.790

2 E L E 2 ^ J-^o ra mdt the gidi mdi
T E L E 3 _ 6 trong mgt xd hfi khde
j r E L E 4 ^ j r h l g i d i ^ Facebook thyc tl
Tlnh h&u dyng: Cronbach alpha = 0.831
-V}_
_PU2

_

Cd dugcnhilu thdng tin vi ban bS

^ Ndng caojiieu qud cdc kll ndi

-.^HL__

^ ^ _ ^ h ^ fch trong giao tilp

._^H^__ _ ^ ^ cy h&u ^ h dl luong tac
T l n h d l Stf dyng^Cron^aeh alpha = 0.911
_^_Ui___Hgc sudyng facebook de dang
_PEOU2_ Qui trinh su dyng rd rang
_J'i^^U3

Facebook de sii dyng

Tfnh khfch If^Cronbach alpha =0.836
/ ^ .
_PE2
PE3

^Ddng y-v^nhtag nhdn dinh
Hdi Idng vl tdi
Dugcnhilu ldi dgng viSn

Trang 97


Science & Technology Development, Vol 18, No Q1 - 2015
PE4

De y den sy tdn tai ciia minh

Thirc tl sa- dying: Cronbach alpha = 0.706
AUl

Thudng xuyen sii dung

AU2

Danh nhieu thdi gian cho Facebook

Phan tfch EFA cho thay: thang do cdc ylu
td anh hudng den hdnh vi sii dung Facebook
sau khi duoc dinh gid bao gdm 6 nhan td. Gia
tri KMO Id 0.5 (Sig. = 0.000) vd tai gii tri
Eigenvalue = 1.722 thang do tiiuc tl sii dyng
Facebook tai Vift Nam dat gid tri phuong sai
trich la 73.283% dfit yeu cdu, dilu ndy chung to
phin tfch EFA cua nghien ciiu phii hgp vdi dQ
lieu. Mdt nhdn id duy nhdt dugc nit trich cho
yeu td "thyc tl sii dyng" chtmg td tinh h^i ty
Clia thang do dat y6u cdu.
4.2. Kiem djnh rao hlnh nghien cihi vd
cic gii thuylt
Phin tich md hinh nghien ciiu ve cdc ylu td
dnh hudng din hdnh vi sir dyng Facebook bao
gom 4 md hinh hdi quy dugc sii dyng dl kilm
djnh gid tiiuyet.
Kll quEi phdn tich dugc irinh
biy trong
Bdng 2

Kit qui md hinh hoi quy 1 (PEOU) cho
thdy: 19% thay ddi vl "Tinh de sir dyng" ciia
Facebook tai Vi|t Nam dugc gidi thfch bdi hai
bien: Tfnh xd hgi vd tfnh vj tha. Md hlnh h^i
quy 2 (PE) cho tiiiy; 39.7% thay ddi vl "Tfnh
khfch I?" ctia Facebook dugc gidi thich bdi ba
biln: Thth xa h$i, tfnh vj tha, tlnh thyc tl do.
Md hinh h6i quy 3 (PU) cho tii^y 40.2% thay
ddi vl "Tfnh hOii dyng" cua Facebook tgi Vift
Nam dupc gidi thfch bdi bdn biln. Tinh x i h^i,
tfnh vi tha, tfnh dl sii dyng, tfnh khfch I?. Md
hhih hli quy 4 (AU) cho thdy 27% sy thay dli
Clia biln "Thyc tl sii dyng" Facebook tgi Vift
Nam dugc giii thich bdi ba biln: Tinh dl sii
dyng, tinh hfiu dyng. tinh khfch If. Cdc md
hinh diu khong c6 hien tygng da cgng tuyin.
Kit qua cho thdy cd 2 gid thuyet bi bdc bd: Anh
hudng Clia tfnh thyc tl do din tinh de sii dyng
(H3a) vd dnh hudng cua linh thyc tl io din
tfnh hftu dung (H3b).

Bang 2. Kit qua hoi quy
Biln phy
thu$c

M6 hinh
IrTinhdl
su dyng
(PEOU)

Biln d^c l|p

(Constant)

B
khdng
chuin
hda

Gii trj
t

2.242

MCre^
nghTa
-Sig

Hfs6
phdng dai
phinmg sai
(VIF)

Gii
thuylt
dirge iiag
h$

10.624

.000

Tinh xd hpi (S!)

.185 _ 2.993

.003

1.506

Hia

Tinh vj tha (ATL)

.344

6-113

.000

1.310

H2a

-.001

--018

.986

1.278

H2c

Tfnh tiiyc tl do (TELE)

R^ hifu chinh ld0.19;si|IF < 0.00]
M6
khfch
(PE)

hlnh
If

Tranq 98

(Constant)

.883

5 944

.000

Tinh xd hgi (SI)

.135

3 102

.002

1.506

Hic

Tfnh vj tha (ATL)

.246

6 231

.000

1.310

H2c

—


T»P CHi PHAT TRieN KH & CN, TAP 18, S 6 Q l - 2015
Tlnh thttc t^ ao (TELE)

.318

1.278

R^ higu chinh la 0.397; sig F < 0.001

M5 hinh
3:
Tinh
hihl dung
(PU)

(Constant)

.983

Tinh xa h6i (SI)

.233

5.076

.000

1.572

Hlb

Tinh vi tha (ATL)

111

2.483

.013

1544

H2b

1.511

H3b

Tinh thtrc tg ao (TELE)

.076

1 682

Tinh khich le (PE)

.119

2.119

.035

1.734

H5

,254

6.456

.000

1.287

H4

if higu chinh la 0.402, sig F < 0.00)1
Mo hlnh
(Constant)
.986
4: Thirc ti
- SIT tiling Tmh hChitlung (PU)
,403
(AU)
j r i n l , |(j,.j^ 15 ( p j j
^ '
.215
Tinh dl su dung (PEOU)
.153

4.036

.000

6.079

.000

1.475

H7

3.308

.001

1294

H8

2808

.005

1.367

H6

_ Tinh fll su dyng (PEOU)

.093

fi^ hifu chinh la 0.27 ; sig F < 0.001
Trong cac ylu 16 anh huong dgn "linh di ,
dvng- ta thay rSng "tinh dl sii dttng" khons
chiu anh huting cila "tinh thuc tg ao", nguygn
nhan du(,c tim hiiu IJ do cam nhan tam ly cua
ngufri dttng MXH tai Vigt Nam That vjy, khi
Chung ta so s4nh giUa moi truimg ao va'moi
tratag that, mac du thong tin tren moi Oirimg

ao dl tigp xUc hon nhung tinh xac thuc cOng it
hon do vay nhiing thong tin duoc chia sg,
hu6ng din trgn MXH (moi truimg ao) chi tacj
cho ngufti diing suy nghi cd thi la dl dimg sir
dung nhung di hlnh thimh ngn nhiin thirc vi
mjt c6ng nghg dl hay khi sir dung cSn sir ffSi
nghigm thtrc tl cUa nguiri diing khi tigp xiic vtii
ceng nghg (moi truimg thuc). Do vjy mac dii
tinh thtrc tl ao cua MXH rSt cao nhung khong
thg thay thi duoc nhan thic vi sir trji nghigm
thtrc tl cua ngu6i dUng.
Bgn canh d6 nhitng tSc dpng rfc ldn cua
tinh xa hpi din tinh dl sir dung co thi duoc
nhSn thay qua tic djng tam ly dam dong. Khi
mSt ngudi sinh hoat trong mjt tap ihl ma tit ca
mgi nguiri diu nhan th^y vigc su dung MXH
Facebook la diiu tjt di dang thi nguiri do cang

sg phat sinh tam ly cho ring Facebook rat dl su
dung va boi vi moi nguin xung quanh dgu c6
suy nghl nay va diu su dung duoc Facebook thi
ban than minh cung hoan toin c6 thi su dung
Facebook Ngoai ra tac dpng ldn nhat cua tlnh
VI tha dgn tinh d! sir d(mg trong mS hlnh nJy
cOng Cli the duoc nhan thiy qua vigc tit ca mgi
thanh vien trong tap thi diu len Facebook dl
trao doi thi voi tu each la mpt ca nhan ffong tjp
the ngu mu6n nhan thong tin vi cing chia sg
trao ali thong tin vdi tap thi thi nguiri nay
buoc phai tham gia Facebook, tir tic dong nay

oia tam ly sg khuygn khich hanh vi sir diing
Facebook thirimg xuygn va viec online tren
Facebook trcr thanh mot thoi quen dl co thi
gtao tigp Khi con nguoi Bd ngn quen thupc vS
thanh thao vdi mpt cpng cu nan dp thi vigc su
dung cong cu dd se ud nen dl dang hon rat
nhilu
Trong cac yiu id anh hudng din "tinh hOu
dung" ta thiy rjng "tinh hHu dung" khong chju
anh hucmg cda "tlnh thuc tl ao", cd r i nhiiu
nguygn nhan tdn tai trong mdi tnrdng kinh
doanh tai Vigt Nam gay ra cam nhSn vl k

Trang 99


Science & Technology Development, Vol 18, No Q1 - 2015
cdch lgi fch mi moi trudng do teio ra cho ngu&i
diing nhu;

khfl khdn cho cic doanh nghiap cung ,nhu
ngudi dilng trong vific kilm soit thong tin.

- Nguyen nhSn ve ni|t tam ly: Ngudi
diing tin rdng ben canh nhthig loi ich md
Facebook mang Iai thi mdc dfi Facebook gitip
moi nguoi mo rong m6i quan hS giao tilp
nhung de tin tuong mdt ngucri do quen biet
Facebook id dilu kho khdn. Hon nua rdt nhilu
vy viec lira dao tren Facebook ducrc dua ra du

luan Idm cho tdm ly tin tuong tuyet doi vdo lpi
ich Clia Facebook khong c6n, ddc biet la nhiJng
cdnh cdo ciia chfnh Facebook ve vi?c ngudi
dfing dua ra qui nhilu thfing tin ci nhin nSn de
bi ngudi xdu Igi dyng Do vay mi cic b^n tre,
die bift Id sinh vien dang trd ngn cinh gidc hon
vdi cic thdng tin duoc chia se trSn Facebook

S. KET LUAN VA CAC HAM V" C H I N H
SACH

- An ninh tnang: Van dl an ninh mgng cua
Vi?t Nam chua thuc sy phat triln t6t so vdi
nudc ngodi. Cic trang MXH trong nudc nhu
Zingme hay go.vn iu3n bj ngudi diing ngd vyc
vi hi khai thdc cic thdng tin cd nhan ciia ngudi
dfing. Mdc dtJ Facebook Id djch vy mang tir
nudc ngodi nen cam kit dam bdo bi mil thdng
tin ngudi diing ciia Facebook dd tao duyc sy an
tam. Tuy nhiSn do cd mgt s6 cd nhan co tlnh
dua ra cie "hinh dnh xlu" trfin Facebook vi cic
myc dfch rieng (chfnh trj, khieu ddm^ Ifra
dio...) dk vd tbh lim dnh hudng din nhiing
ngudi diing khde vd ddy cung li mdt trong
nhQng Iy do khiln cdc nhi ckm quyin tgi Vi$t
Nam tim cdch chin ngudi dfing sii dyng
Facebook. Trong khi dd Facebook vln chua the
kiem soit hit vi kjp thdi xda bd nhitng trang vi
phgm nfin lai vd tinh gdy inh hudng din tinh
hfhj dyng vi tfnh khich I^ ngudi dimg sir dyng

Facebook
- Thdng tin: Cdc thdng tin dugc chia se
trfin Facebook mang tinh ci nhin vi khflng
dugc kilm chung nfin chit lugng thdng lin
dugc lan ttnyin qua Facebook cd dg phii rOng
nhung tfnh chinh xdc it, dilu niy v6 tinh gay ta

Trang 100

5.1. Kltlu^n
Thdng qua qud trinh nghien cihi bing cic
phucmg phip djnh Knh vi djnh lugng, tdc gid
da chi ra moi quan he gi&a cdc bien ciing nhu
miic dg dnh huflng cua timg biln den hdnh vi
su dyng Facebook cua gidi tre tgi Vifit Nam.
- Ve m^t iy thuyet: Nghifin ciru d i do
ludng, phan tich v i dilu chinh thang do cdc
ylu tl dnh hudng din hdnh vi sii dyng
Facebook tgi Vi§t Nam. Dong thdi dd kilm
djnh dugc sy anh hudng ciia cdc ylu t l "Tfnh
dl sir dyng", "Tfnh hiiu dyng" vd "Tfnh khich
1?" din "Thyc te sti dyng" Facebook cung nhu
dnh hudng cua cdc ylu to "Tfnh xS h^i", "Tfnh
vi tha" vd "Tfnh thyc tl io" din tfmg ylu t6
"Tfnh dfi sii dyng", "Tfnh hiiu dyng" vd "Tfnh
khich 1?". Theo dd "Tinh hiiu dyng" cfl inh
hudng mgnh nhat din quyll djnh sii dyng
Facebook. Dilu niy khong chi nhln mgnh tfnh
chfnh xdc ciia md hinh TAM md cfln cho thiy
vai trfl quan trgng ciia "Tfnh hflu dyng" cua

Facebook doi vdi ngudi dimg: mdc dfi tgi Vi?t
Nam, Facebook chi dugc xem li mdt cong cy
ho trg cho giao tilp nhung nlu Facebook chl
don thuin dimg lgi d gdc dg giao tiep cd nhin
mi khong md rOng cdc tifin ich gnip kit n6i
mgi ngudi vd nhdn bilt hogt dgng ciia cic dli
tugng dugc kit nli vdi nhau thi sS rit khd dl
ngudi diing cdm nhan dugc linh hiiu dyng cua
Facebook nhu hi?n nay. Tfr "htiu dyng" dugc
myi ngudi ddnh gid khdng chi tren gdc dd giao
tilp md cdn ed tren gdc dg cfl fch cho cdng vi^c
vi ndng cao hifiu qud qudn 1^ ihdng tin.
- Vl m^t th^c tien: Nghifin cihi d i thyc
hifin do ludng mo hinh cdc ylu t6 inh hudng
den hdnh vi sti dyng cic trang MXH ciia cic
nhd nghifin ciiu nudc ngoii vdo dilu kifin mfii


T^P CHl PHAT T R I S N K H & CN, TAP 18, S 6 Q1 - 2015
tnidng t?i Vigt Natn, thong qua dd nghign ciiu
d« chi ra cac thang do mang tinh nhu clu xS hpi
cua con ngudi anh hudng vao thiic ti sir dung
Facebook tai Viet Nam. Tir dd cac doanh
nghigp, nha quan ly va cic nha hoach dinh
chinh sach Marketing cho doanh nghigp cd thg
di sau khai thac timg dac tmh nay d i thuc day
cac hoat dpng Marketing h-gn mdt cong cu
imyin thong mdi cung nhtr tim tjt cac bien
phap thuc ti va hihl ich chd hdat ddng kinh
doanh ctta doanh nghiep. Npi dung cjn phai

chu y trong kit qua nghign Cliu cua tac gia la he
so R' hieu chlnh cua cdc md hlnh, mSc du hg sd
nay khdng cao vl nghien cent nay Iji tli sau vao
aac linh con ngirti vJ cSc ylu 16 xa hpi anh
hudng din hanh vi sir dung mdt san phim cdng
nghe cao cua nguiri dimg. Tuy nhign muc dd y
nghia cda c4c phuong trinh hdi quy rit cad
cimg nhu sir hrdng quan chat chg gida cac biln
quan sat sg ddng vai trd tich cue dl tac gia tiln
hanh de xuit cSc bien phap nang cao higu qua
huyen thdng trgn Facebook cho cac doanh
nghiep tai Vigt Nam hong giai doan hien nay.
Nhiing khic bigt mang tinh xa hpi va tinh con
ngudi tai thj hirdng Vlgt Nam so vdi cac nudc
khic dupc thi hign qua mpl so ngt dac trtmg
nhu: Su khac bigt vl van hda, khic bigt vg ddi
mpng nghign cuu, co so ha ting cua cua nha
cung cap djch vu meng va mdt tnrdng phip luat
t?i Vigt Nam
Nghign ctm vln ton tai cdc ban chl sau; thu
nhat, each chpn mlu nghign ciiu la chpn mlu
thuan tign vdi kich thudc mlu khdng Idn so vdi
phjm vi nghign cira tai Viet Nam nen nghien
cihi nay chua thi khai quat day du va chinh xac
nhan thiic va danh gid cua ngttdi dung
Facebook ndi chung tai Vigt Nam. Cac nghign
Cliu tigp theo cd tbl chpn mlu nglu nhien di
tang tinh chinh xac va kha nang tdng quat cua
ket qua cao hon. Thli hai, di tai chi tip tnmg
vao nhiing ngudt ding dang tham gia vao

Facebook do vjy cac nghien cdu tigp theo ngn
md rpng ddi Mpng khao sat cua ngudi sir dung

cic tnmg mang xa hdi khic, nhu: Twitter,
Ydutube,... di kilm djnh md hinh dupc tdt
hon. Thu- ba, day la mdt nghien cuu kham pha
ve lanh vuc cong nghe va Facebook cdn la mpt
khai nigm kha mdi m Vigt Nam nen chua cd
cic sd lieu thuc nghiem di so sanh va ddi chiiu
kdt qua nghign cuu. VI vay cdc nghien cuu tiip
thep cp thg phat triln them tit nghien cira niy
va tiln din thilt lap tigu chuin danh gia cho
cac tnmg MXH tai Vigt Nam. Thli hr: cdc
thang do sd dung n-ong bai duoc djch thuat td
tigng Anh sang tiing Viet va chtra cd cac
nghign Cliu oirdc day tji Viet Nam dl thttc
nghiem nen cd thi vln chua hnan toan phu hpp
vdl ddi tupng khao sat tji Vigt Nam din din R'
higu chmh cua md hinh cd hg sd thip, ngoai ni
cdn cd nhiing ylu td bip cip khac ISm anh
hudng dgn R' khi nghien cuu t?i Vigt Nam
nhu su khdng Mong ddng gio cac khu vvc van
- hda, khac biet giUa thai dd tigu dimg cua cac
ngn van hda, mdi tnrdng vd khu vtrc dja ly...
cac nghign ctra tilp theo cd thg tign hanh phdng
van so bd vdi pham vi va kich thudc miu Idn
hon di cd thi thdng kg chmh xac va md tpng
cac dtang do ai phu hop vdi digu kign tai Viet
Nam. Cudi cung: dl tai duoc phan tich thong
qua vigc danh gia thang do, phan tich nhan td

kham pha va phan hch bang md hlnh hdi quy
bpi ngn vdi md hlnh ly thuyit da dua ra kit
qua thu dupc vln chua thuc su dap ling du nhu
can thdng tin cua cac nha quan ly. .. do vjy
nhihtg nghien cuu tilp theo ngn itng dung md
hinh myln tinh SEM n-png qui Mnh phan tich
dg CP kit qua nghien ciiu phdng phit hdn va cd
the phan tich vin di sau sat bon
5.2. cac ham y chinh sich
Cac ChUdng htah Marketing h-gn Facebook
mudn gay anh hudng manh va dupc ngudi
dimg ung hd tich cite thi cln phai chu y den
tmh hitu (lung va phai mang tinh khich Ig cao.
Mac dil sii lupng ngudi su dung Facebdok tai
Vigt Nam vln lign tuc tang nhanh theo higu
img dam dong (anh hudng ciia tinh vj tha)
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Science & Technology Development, Vol 18, No Ql - 2015
nhung ngudi dimg Facebook d Viet Nam vin
chua khai thdc tot cic lgi fch md Facebook
raang lai. Mdc dii da nhan thiic dugc tfnh hiru
dung, tfnh khich Ie, vi tfnh dl su dung ciia
Facebook nhung mtic do inh hudng ciia cdc
ylu to niy den thuc tl sii dung Facebook
khdng cao nhu cac nghifin cuu d nuo'c ngodi.
Cdn cir vdo miic dg inh hudng cua timg ylu t l
dfin hanh vi su dung Facebook ciia ngufli dilng
Intemet thdng qua kit qua hdi quy lit mo hinh,

tdc gia xin dua ra mot sfl ham ^ cho cdc nha
quin Iy dl c6 thfi ndng cao hieu qua truyin
thdng qua MXH Facebook.
- Tfnh xd hoi dflng vai trfl quan trgng trong
den hdnh vi sir dung Facebook tai Vifit Nam vi
nhu clu vl mat xd hgi la mflt trong nhfing nhu
clu quan trong trong ddi sflng eon ngudi Mdt
sl khfa canh cfl thi khai ihic tinh xd hgi nhu:
Xay dyng nhflm cgng dflng rifing trfin
Facebook; Dua ra cdc chuong trinh dl khich
hing cam nhgn dugc minh cung Id mgt thdnh
vien cua doanh nghifip chia se cdc thflng tin vfi
doanh nghiep dl tgo sy gan gui vdi khdch hdng.
- Tfnh vj tha dugc xem Id mgt trong nhirng
net vdn hfla dep ciia ngudi Vifit Nam nfin cdc
hoat dgng tren Facebook nen khai thdc tfch cue
ySu td pdy Clia ngudi dilng nhu- Dua ra cdc
chuang trinh dk ngudi tifiu dimg co thi ddng
gflp vio hoat dgng kinh doanh ciia cdng ty vd
trao gidi thudng ximg dang dk tdn vinh dflng
gflp Clia khdch hdng vao hifiu qud kmh doanh
cua doanh nghifip; Dua ra cac ldi khuyfin, meo
vdt trong hdnh vi sii dyng cdc sdn phim/ dich
vy md doanh nghifip kinh doanh mgt cich an
toan vd hifiu qua; Tao ra cdc sdn phim cfl gid tri
nhu ebook, hoi thao miln phi dl tri an khdch
hdng, Ldng nghe dfli thoai cua khdch hang tren
mflt cdch cdn thdn, dflng thdi phdn hdi nhanh,
chan thanh, hgp ly; Dua ra cic cdu hfli lifiii
quan din cac vln dl hay khfl khdn ciia doanh

nghiep dl mgi ngudi cd ihl ciing trao dfli, dua

Trang 102

ra gidi phap va cic gidi phip hay s€ dugc trao
thudng va vinh danh.
- Tinh thyc te do ciia Facebook chi cd thfi
sir dyng dl tdng tinh khich lfi ngudi diing trong
cdc chuang trinh marketing nhu gdn kit cdc
chuang trinh online tren Facebook cic cic
chuang trinh giao Iuu ofHine dugc td chirc thyc
tl bfin ngodi dl tdng tinh thyc tl ciia sdn phdm,
doanh nghiep vd gdn kll khdch hdng viti doanh
nghifip.
- Khai thdc tfnh hiiu dung ciia Facebook:
Thflng tin luon mang tinh nhit qudn dfi tao ra
an tugng nhan bilt cho ngudi dfing; Cdc
chuang trinh dugc tfl chirc trfin Facebook phdi
mang Igi lgi fch cy thfi ma ngudi tham gia cfl
thfi cam nhdn dugc; Thu thdp thflng tin cua
khdch hdng, dai Iy, dfli tdc, ddi thu cgnh tranh
de hilu rfl hon vl cic ddi tugng m i minh tilp
xiic; Su dyng Facebook dl phan khiic thj
trudng vd dua ra cic thong difip quing cdo din
dung dfli tugng, Ldp gian hdng io...
- Khai thic ttnh khich Ie cua Facebook: Su
dung khdch hdng dfi chgn ra ngudi dgi difin cho
hlnh anh truyen thdng cua doanh nghifip;
Chuong trinh uu ddi khdch hdng dfi chuc mimg
sinh nhat ciia cdc bgn be tham gia vdo trang

Facebook cua doanh nghifip, Dflng vifin cdc
ban bfi co kit nli vdi doanh nghifip khi hg chia
sfi nhiing thdng tin vl ca nhan; Khdng thudng
xuyfin Idm philn khdch hdng blng cic tin nhdn
hay email quing cdo qua Facebook; Chia se
cdc hinh dnh vui hodc cic cau chuyfin cudi; Xii
l;} khung hodng tren Facebook bdng cdch tim
sy dflng cam eua ngudi dimg ..
- Khai thic tinh dfi sir dyng cua Facebook;
Ldp cau hinh cho mpt ten mien phg (subdomain) dl chuyin lilp din trang Facebook
cua doanh nghifip dl ngudi dung dl nhd tfin
dudng din vd dl ding truy cap; Cic apps trfin
Facebook nen don gidn vd dl hilu dl trinh
ngudi tifiu dung cfl cam gidc rdc r^i khi sii
dyng...


TAP CHi PHAT TRItN KH & CN, TAP 18, S 6 Q l - 2015

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