The effects of functional value, hedonic value and social value on customer participation a study of fanpages in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

Le Ngoc Tuyen

THE EFFECTS OF FUNCTIONAL VALUE,
HEDONIC VALUE AND SOCIAL VALUE ON
CUSTOMER PARTICIPATION:
A STUDY OF FANPAGES IN VIETNAM

MASTER OF BUSINESS (Honours)

Ho Chi Minh City – 2016


UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

Le Ngoc Tuyen

THE EFFECTS OF FUNCTIONAL VALUE,
HEDONIC VALUE AND SOCIAL VALUE ON
CUSTOMER PARTICIPATION:
A STUDY OF FANPAGES IN VIETNAM
ID: 22140063

MASTER OF BUSINESS (Honours)
SUPERVISOR: Assoc. Prof. Nguyen Thi Mai Trang

Ho Chi Minh City – 2016


ACKNOWLEDGEMENT
I would like to express my deep gratitude to my supervisor, Assoc. Prof. Nguyen Thi
Mai Trang for her patient guidance, valuable comments and helpful advice of this
research work. I would also like to thank my friends in MBUS 5 for their
encouragement and assistance throughout the process of this research. My grateful
thanks are also extended to my colleagues for their help in collecting data. Finally, I
wish to thank my parents for their support and encouragement throughout my research.


TABLE OF CONTENTS
ACKNOWLEDGEMENT
TABLE OF CONTENTS
LIST OF TABLES
LIST OF FIGURES
Abstract ................................................................................................................................................... 1
1.

Introduction ................................................................................................................................... 2

2.

Theoretical background and hypotheses .................................................................................... 5
2.1. Customer participation ................................................................................................................. 5
2.2. Functional value ......................................................................................................................... 11
2.3. Hedonic value ............................................................................................................................ 12
2.4. Social value ................................................................................................................................ 13
2.5. Life satisfaction.......................................................................................................................... 14

2.6. Personality traits......................................................................................................................... 15

3.

Methodology ................................................................................................................................ 19
3.1. Procedure and sample ................................................................................................................ 19
3.2. Measurement .............................................................................................................................. 20

4.

Data analysis ................................................................................................................................ 23
4.1. Descriptive Analysis .................................................................................................................. 23
4.2. Cronbach’s Alpha, EFA, CFA and SEM ................................................................................... 24
4.3. Hypotheses testing ..................................................................................................................... 28
4.4. Results of moderating effect ...................................................................................................... 29

5.

Discussion..................................................................................................................................... 30
5.1. Implications for theory and research .......................................................................................... 32
5.2. Implications for managers.......................................................................................................... 32
5.3. Limitations and directions for future research ........................................................................... 34

References ............................................................................................................................................. 36
Supported information .......................................................................................................................... 44


LIST OF TABLES
Table 1: Measurement scale ................................................................................. ..22
Table 2: Cronbach’s Alpha coefficients ................................................................. 25

Table 3: Pattern Matrix ........................................................................................... 26
Table 4: Unstandardized structural paths ............................................................... 29
Table 5: Findings of qualitative research ............................................................... 44
Table 6: The SEM results of variant and partial invariant model – Extraversion.. 45
Table 7: The difference between fitness indices of variant model and partial
invariant model in term of extraversion ................................................................. 45
Table 8: The SEM results of variant and partial invariant model – Agreeableness46
Table 9: The difference between fitness indices of variant model and partial
invariant model in term of Agreeableness .............................................................. 46
Table 10: The SEM results of variant and partial invariant model –Conscientiousness
................................................................................................................................ 47
Table 11: The difference between fitness indices of variant model and partial
invariant model in term of Conscientiousness........................................................ 47
Table 12: The SEM results of variant and partial invariant model – Neuroticism 48
Table 13: The difference between fitness indices of variant model and partial
invariant model in term of Neuroticism ................................................................. 48
Table 14: The SEM results of variant and partial invariant model – Openness to
experience ............................................................................................................... 49
Table 15: The difference between fitness indices of variant model and partial
invariant model in term of Openness to Experience .............................................. 49


LIST OF FIGURES
Figure 1: Conceptual model ...................................................................... ..11
Figure 2: CFA for Customer participation .................................................. 27
Figure 3: Structural model ........................................................................... 28


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Abstract
This study examines the effects of functional value, hedonic value and social value on
customer participation in fanpages in developing country like Vietnam. Besides, it
checks the effect of customer participation in fanpage on life satisfaction. An
empirical test with the sample of 231 customers was analyzed by means of structural
equation modeling. The results show that both functional value and social value has a
positive effect on customer participation in fanpage. In five traits of personality, just
extraversion and conscientiousness have the moderating effect on the relationship
between functional value, hedonic value, social value and customer participation.
Finally, the participation of customer on fanpage has positive effect on life satisfaction.
In general, this study suggests some important guidelines for marketing managers for
improve their fanpage to keep the existing customers and attract more potential
customers.
Key words
Functional value, hedonic value, social value, personality traits, customer participation,
life satisfaction, fanpage, Vietnam


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1. Introduction
In recent years, social media has dramatically changed the ways consumers
communicate with each other and how they collect and exchange all information
about the service and product (Hennig-Thurau et al., 2010). Social media is defined as
“a group of Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of User Generated
Content” (Kaplan & Haenlein, 2010, p.61). It makes easier for people to search
information, share ideas, communicate and interact about all the issues around the
world. Social media also helps the company be able to reach a large of the potential
customer without geographical limitation just with a little cost, improve service better

by receiving and answering feedback from customers instantly, increase brand
awareness and produce a new product fit to the customer’s demand. Consequently,
social media has played a significant role in building the relationship between the
customers and the firm. Among social media platforms, Facebook is the most
successful one with 1.19 billion mobile monthly active users in December 2014
(Facebook Annual Report, 2014). With the population over 90 million, Vietnam has
around 49 million people using Internet, equivalent to 52% of the total population
(Internet Live Stat, 2016). Vietnam ranks the thirteenth in hundreds of countries which
have the most Internet users all over the world. Facebook has 30 million monthly
active users in Vietnam, with 27 million accessing the social network on their mobile
devices, according to statistics obtained by Tuoi Tre News (2015). Each Vietnamese
user spends an average of two hours and 30 minutes on Facebook every day, mostly


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connecting with friends and visiting fanpage of brands and shops. Fanpage are public
profiles that let artists, public figures, businesses, brands, organizations, and nonprofits create a presence on Facebook and connect with the Facebook community
Most of big enterprises in Vietnam also have fanpage such as: Samsung Mobile
Vietnam, Vinamilk, Lazada, Coca-Cola, etc to connect with their customers.
Customer participation has been considered as an important topic in a board
range of journal and business research over the past 40 years (Mustak, Jaakkola &
Halinen, 2013). Dabholkar (1990) defined customer participation as “the degree to
which the customer is involved in producing and delivering the service” (p. 484).
Customer participation in this study is consistent with the concept of value “cocreation” in service-dominant logic (Vargo & Lusch, 2004; Lusch &Vargo, 2006).
Service-Dominant logic considers customer is always a co-creator (Vargo & Lusch,
2004). In addition, Prahalad and Ramaswamy (2004) showed that customers are no
longer “passive audience” but “active” co-producers. In the past, companies decided
which products and services produced because they believed that these products and
services were valued to customers; customers had little or no role. Nevertheless, in

customer-centric view, customers have been more active, and they are considered as a
partner in developing new product (Sawhney, Verona & Prandelli, 2005). Hence,
nowadays many companies try to encourage customers participate in activities
through social media platform in order to understand more about the customers’
demand and get more contribution for new product and service development processes.
Motivations driving consumers to take part in the virtual community attracted
more attention from many researchers (Dholakia, Bagozzi & Lisa, 2004; Wang &


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Fesenmaier, 2004a, 2004b; Madupu, 2006; Raacke & Bonds-Raacke, 2008; Foster,
Francescussi & West, 2010; Kang, 2011; Jahn & Kunz, 2012, de Vries & Carlson,
2014). Wang and Fesenmaier (2004a) divided these factors into four categories:
functional, social, psychological, and hedonic. Based on the classical concepts Uses
and Gratifications theory, Jahn and Kunz (2012) proposed a framework with five
factors (functional value, hedonic value, social interaction value, brand interaction
value, self-concept value) motivated customer engagement on fanpage of Facebook.
Almost earlier studies about participation in virtual community have been undertaken
into advanced countries. With our knowledge, there are a little research have been
done in developing countries such as Vietnam.
Personality traits also influence to the use of Facebook. In virtual community,
many researchers show that there was the relationship between the personality traits
and customer participation (Kraut, Kiesler, Boneva, Cummings & La, 2002; Acar &
Polonsky, 2007; Ross et al., 2009; Wilson, Fornasier & White, 2010; Seidman, 2013).
Acar and Polonsky (2007) stated that personality factors such as extraversion, selfesteem, opinion seeking and opinion leadership have direct and indirect impacts on
time spent using online social media networks. Ross et al. (2009) indicated that
personality variables (extraversion, neuroticism, openness to experience,
agreeableness and conscientiousness) were associated with some aspects of Facebook
use.

From these reasons, the purpose of this study is to examine factors affecting to
customer participation in social media. Besides, we want to test personality traits
whether they moderates the relationship between functional value, hedonic value,


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social value and customer’s participation in fanpage. Finally, customer particpation in
virtual community has many consequences, but in this study we focus on how
customer participation in fanpage affects life satisfaction, especially in a developing
country like Vietnam. We believe that understanding the reason customers take part in
fanpage will offer useful guidance for managers using it as a channel in their strategy
marketing to create a competitive advantage and improve the relationship with
existing customers or attract more potential customers.
The paper is organized as follows. The first section represents the brief review
of customer participation in the context of social media environment. The second
section includes theoretical background and hypotheses. The third section describes
the methods used to collect and analyze the data. It is followed by analyzing the
findings and discussion. Finally, the paper closes with study limitations and directions
for future research.

2. Theoretical background and hypotheses
2.1. Customer participation
Customer participation was adopted from the concept of Dabholkar (1990) as “the
degree to which the customer is involved in producing and delivering the service” (p.
484). Customer participation is also consistent with the concept of value “co-creation”
in service-dominant logic (Vargo & Lusch, 2004; Lusch & Vargo, 2006). Vargo and
Lusch (2004) emphasized on value co-creation in Service -Dominant logic framework
as a mutual process in which customers and firms are equally involved in value
creation. In the past, customers were passive in receiving products or services offered

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by the firms. They are now informed, connected, networked, and empowered more
than before, thanks to search engines and the explosion of social networking sites.
Customers become active players and equally in co-produce and co-create value with
the firms.
Social media plays a central role to encourage customer participation with the
firms because it increases communication between the company and the customer.
Long time ago, many companies spent a lot of money interviewing group of targeted
customers or collecting survey data, but at the present, social media platform gives
them better opportunities to connect with people all around the world. Social media
helps the company not only decrease the time to get insights about the products but
also increase information’s quality collected. Some popular social media platforms
include Facebook, YouTube, Flickr, Instagram, LinkedIn, etc. Among them, Facebook
is the most popular social networking site in the world. Facebook offers the firms,
organizations many services to contact and communicate with their customers, and
fanpage maybe used most. Cvijikj and Michahelles (2013) mentioned that through
fanpage, customers can engage with the firms by: posting content on the wall,
commenting on the existing post shared by the moderator, pressing the “like” button
to show interest in an existing and sharing the post on their profile wall. Moreover, Ho
and Wang (2015) presented that customer participation in fanpage through some
activities such as becoming a member and sharing experiences, interacting with others,
asking questions about the brand or product, or answering the comments. Through
commenting in fanpage, customers share their feelings and opinions about both the
brand itself and other visitors. The company uses fanpage to collect valuable


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information from their customer by reading their comments and conversation
(Hansson, Wrangmo & Klaus, 2013). The information which is considered as a crucial
knowledge can help the firms in a variety of activities like ideas for design and
development of new product, or trial of beta product (van Doorn et al., 2010). Thus,
fanpage become a place where customers can participate in co-creation with the firms.
The companies nowadays have paid more attention to look for motivation for
customers’ participation in virtual community. Most of these research based on Uses
and Gratifications theory. Uses and Gratifications theory, proposed by Katz (1959),
has been considered as one of the most influential theories in the study of mass
communication media (Curras-Perez, Ruiz-Mafe & Sanz-Blas, 2014). Uses and
gratifications can be viewed as a psychological communication perspective which
focuses on how individual use mass media and other forms of communication such as
interpersonal communication to fulfill their needs and wants (Rubin, 2002). This
theory has been used to a variety of mass media and media content, from the approach
of radio, newspapers, magazines, television (Dunne, Lawlor & Rowley, 2010).
Korgaonkar and Wolin (1999) applied Uses and Gratifications theory to suggest the
presence of seven motivations and concerns regarding Web use. Social escapism
motivation, transaction-based security and privacy concerns, information motivation,
interactive control motivation, socialization motivation, non-transactional privacy
concerns, economic motivation together with demographic factors are significantly
correlated with three web usage contexts: the number of hour per day spent on the
Web, the percentage of time spent for business versus personal purposes and the
purchases made from the Web business. Papacharissi and Rubin (2000) also identified


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five motivators for using the Internet: interpersonal utility, pass time, information
seeking, convenience and entertainment. Ko, Cho and Roberts (2005) used the

structural equation modeling to identified major constructs in motivating for using the
Internet (Information, convenience, entertainment and social interaction) and then
confirmed their effects on other major constructs in interactive advertising. Park, Kee
and Valenzuela (2009) found on Uses and Gratifications theory revealed that students
join Facebook Groups owing to the need to obtain information about on- and offcampus activities, to socialize with friends, to seek self-status, and to find
entertainment. Wang and Fesenmaier (2004a) classified these motivations into four
categories: functional, social, psychological, and hedonic. Functional benefits related
to the participants get value derived from achieving specific purposes such as:
information gathering and sharing, convenience and efficiency. Hedonic benefits
related to the experiences of feeling good, enjoyment, excitement, happiness, and
enthusiasm. Social benefits related to value derived from providing help and support,
discussing and exchanging ideas, forming relationships, and getting involved with
other members. Psychological benefits related to value derived from belonging to the
community and a sense of connect with other members in the community. Kang
(2011) identified four benefit factors (functional, hedonic, monetary, and socialpsychological benefits) as the predictors of member participation in hotel and
restaurant fanpage. Recently, Jahn and Kunz (2012) based on the classical concepts of
Uses and Gratifications theory has proposed a framework included functional value,
hedonic value, social interaction value, brand interaction value, self-concept value
motivated customer engagement on fanpage of Facebook. They found that both


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hedonic value and functional value on fanpage were one of the most important factors
to attract the user to fanpage.
Form on Uses and Gratification theory, functional value, hedonic value, and
social value is chosen to examine. Wang and Fesenmaier (2004a, 2004b) stated that
just hedonic value and social value have mainly affect to the participation in travel
community, however, many studies in the social media are also shown that functional
value (Raacke & Bonds-Raacke, 2008; Foster et al., 2010; Jahn & Kunz, 2012) has an

important role for social media users participation. The study of Kang (2011) about
the customer participation in fanpage in hotel industry combined social and
psychological construct into a single construct, social-psychological benefits, due to
their high correlation. Moreover, Kang (2011) also demonstrated that functional,
hedonic, and social-psychological benefits positively influence consumer participation
in the hotel industry. Therefore, functional value, hedonic value and social value are
supposed to have positive effect on customer participation.
Several research have been done to explore the consequences of customer
participation in virtual community. The participation in co-creation in virtual
community lead the customers receive better product quality (Füller, Hutter &
Faullant, 2011), or enhance customer satisfaction (Nambisan & Baron, 2007),
encourage repeat purchase (Dong, Evans & Zou, 2008; Roggeveen, Tsiros & Grewal,
2012). Brodie, Ilic, Juric and Hollebeck (2013) adopted netnographic methodology to
identify a number of consequences of customer participation in virtual community,
include consumer loyalty and satisfaction, consumer empowerment, connection and
emotional bonding, trust and commitment. Among them, customer satisfaction is


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influence by customers’ responses such as their enjoyment, excitement and pleasure of
using the product/service. It can be seen as a measure of the quality of the relationship
between the customer and the firm (Wulf & Odekerken-Schroăder, 2001). The more
customers take part in, the higher they satisfy.
Personality traits are defined as “dimensions of individual differences in
tendencies to show consistent patterns of thoughts, feelings, and actions” (McCrae &
Costa, 1990, p. 29). It included extraversion, agreeableness, conscientiousness,
neuroticism, and openness to experience. Several research has been done about the
relationship between personality traits and virtual community participation (Kraut et
al., 2002; Acar & Polonsky, 2007; Ross et al., 2009; Amichai-Hamburger & Vinitzky,

2010; Wilson et al., 2010; Seidman, 2013). Personality traits has direct and indirect
influence on time spending using online social network (Acar & Polosky, 2007).
Ross et al. (2009) indicated that personality traits associated with some aspect of
Facebook use. The studies of Ross et al. (2009), Amichai-Hamburger and Vinitzky
(2010) demostrated clearly that some of personality traits are linked to Facebook use.
With above discussion, we proposed a conceptual model as follows. To begin
with, the model proposes that functional value, hedonic value, social value have a
positive effect on customer participation. Next, it also hypothesizes a positive effect of
customer participation in customer life satisfaction. Finally, personality traits in this
study were test as factors moderating the relationship between functional value,
hedonic value, social value and customer participation.


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Figure 1. Conceptual model

2.2. Functional value
Before making any sensible decision, people always consider carefully about benefit
and cost. Consumers engage in any activities when they expect that they will get
benefits in return. Functional value related to value derived from achieving specific
purposes such as: information gathering and sharing, convenience and efficiency.
Previous applications of Uses and Gratifications theory over brand communities and
social media showed that information is a vital factor for participation in brand
communities. Park, Kee and Valenzuela (2009) pointed out that users join Facebook
group to learn about on- and off-campus events and details about specific products and
service. Raacke and Bonds-Raacke (2010) in their research about identifying
dimensions of Uses and Gratifications for friend networking sites demonstrated that

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people use friend networking sites (Myspace and Facebook) since they can get
gratification from gathering and sharing of information related to themselves and
others. Kang (2011) found that functional benefits positively influence participation
of members on hotel fanpage. Jahn and Kunz (2012) stated that information or
functional value has a significant and positive influence on usage intensity to fanpage.
Furthermore, Cvijikj and Michahelles (2013) found that post offering brand-related
information increasing the level of engagement through liking and commenting, and
providing information content which was found to cause the greatest increase in
interaction duration.
Customers participate in virtual community when they perceive that they can
gain technology knowledge and learn more about the product’s information
(Nambisan & Baron, 2007). It is assumed that customers are motivated to engage in
fanpage as they can find answer for their specific information needs. On fanpage,
customers can look for information product or service provided by the firms, read
posts or comments of other members sharing and ask others about the quality of
product or service. Thus, the first hypothesis is as follows:

H1: Functional value has a positive effect on customer participation in fanpage.

2.3. Hedonic value
As well as functional value, hedonic value is an important factor for customers to take
part in the virtual community. Following to Wang and Fesenmaier (2004a), hedonic
value related to the experiences of feeling good, enjoyment, excitement, happiness,


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and enthusiasm. Ko, Cho and Roberts (2005) stated that hedonic is one of the motives

for customers when they participate in the Internet. Park, Kee and Valenzuela (2009)
indicated that users join Facebook group for leisure and amusement needs. Kang
(2011) showed that hedonic value significantly influenced participation of members
on both hotel and restaurant fanpage. Jahn and Kunz (2012) also believed that
hedonic value on fanpage itself is one of the most important drivers for attracting
users to fanpage of Facebook. Moreover, Cvijikj and Michahelles (2013) also found
that entertaining content was the most influential, by increasing engagement on all
three individual levels – liking, commenting and sharing and it also has a positive
effect on the interaction duration in fanpage.
Some virtual communities provide games and contests related to member
mutual interests, which make members feel more pleasure, fun and entertainment
(Wang & Fesenmaier, 2004a). Hence, participating in a fanpage allows customers
perceived fun and entertaining, they will more likely to visit and spend time on this
fanpage. The second hypothesis is proposed as follows:

H2: Hedonic value has a positive effect on customer participation in fanpage.

2.4. Social value
Social value related to value derived from building relationships and performing
interactions such as providing information to help-seekers and receiving help (Wang
& Fesenmaier, 2004a). Virtual communities are ideal places to satisfy social


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gratification since it provides socially structured and convey social meaning (Wang,
Yu & Fesenmaier, 2002). Therefore, customers participating in social media will able
to help and support each other by exchanging ideas and opinions of interest,
answering other members’ questions and introducing new topics for discussion
(Madupu, 2006). Another reason why users join Facebook groups is to satisfy their

social needs (meeting and talking with others, getting peer support and a sense of
community) (Park, Kee & Valenzuela, 2009).
Since virtual community is non-geographical, customers can overcome the
limit of time and space, contact with members from many countries around the world
at any time they choose. Consequently, virtual community becomes a part of their
lives. Past studies have indicated that social value have significantly influence to
members’ participation in online community (Wang & Fesenmaier, 2004a, 2004b;
Madupu,2006; Kang, 2011; Jahn & Kunz, 2012). When online members perceive that
they can share with mutual interest with other members, they may visit fanpage more
frequently and become more actively engage in fanpage activities. Hence, it is argued
that customers with high perception of social value will more participate in fanpage.

H3: Social value has a positive effect on customer participation in fanpage.

2.5. Life satisfaction
Life satisfaction or quality of life is a complex concept and can be considered as the
overall satisfaction in life (Vaez, Kristenson & Laflamme, 2004). Shen (2015) stated
that quality of life evaluates a wide range of life contexts, including life environment,


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recreation, leisure time, social belonging and metal health. Research about outcomes
of co-creation value pointed out that the participation of customers will enhance
customer satisfaction (Grưnroos, 2008; Vega-Vazquez, Revilla-Camacho & CossíoSilva, 2013). The more customers participate, the more they feel satisfied. By
participating in co-creation and contributing to the product development, customers
will feel enjoyment, excitement, and pleasure of using the product/service. Thus, it is
considered that customers participate in co-creation on fanpage where they easily
display their feeling, post their comments about the product or service, contact with
the company and other fans will enhance their satisfaction or their life satisfaction.

Thus, the fourth hypothesis is proposed as follows:

H4: Customer participation in fanpage has a positive effect on life satisfaction.

2.6. Personality traits
Personality traits can be defined as "dimensions of individual differences in tendencies
to show consistent patterns of thoughts, feelings, and actions” (McCrae & Costa, 1990,
p. 29). McCrae and John (1992) showed that five-factor model of personality are five
broad domains or dimensions of personality that are used to describe human
personality. These factors include extraversion, agreeableness, conscientiousness,
neuroticism, and openness to experience. The first trait, extraversion reflects person
have tending to be social, outgoing and tend to gain energy in social situation; the
second trait, agreeableness reflects person with a tendency to be kind, friendly to
others, sympathetic and cooperative; the third trait, consciousness reflects the degree


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to which an individual is organized, reliable, systematic; the fourth trait, neuroticism
reflects person with a tendency to experience psychological distress, anxious, easily
upset and the final trait, openness to experience reflects person’s tendency to be more
imagination, curiosity, like to learn new things and enjoy new experiences.
People with high extraversion are more likely to use the internet to keep up
with friends and family and to meet new people online and frequent chat (Kraut et al.,
2002). Seidman (2013) indicated that extraversion is associated with more frequent
use of Facebook to communicated with others. People with high extraversion have a
tendency to seek out social stimulation and opportunities to engage with others, so that
the fifth hypothesis is proposed as follows:

H5a: Extraversion moderates the relationship between functional value and

customer participation.
H5b: Extraversion moderates the relationship between hedonic value and
customer participation.
H5c: Extraversion moderates the relationship between social value and
customer participation.

People with strong agreeableness were found having belonging needs and used
Facebook is a tool by which they meet these needs (Seidman, 2013). Belonging needs
related to the form and maintain relatioships. Fanpage has now becoming more
popular with customers, customers with strong agreeableness will participate in


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fanpage to fulfill their needs through establishing and maintaining the relationship
with the firms and other members. The sixth hypothesis is as follows:
H6a: Agreeableness moderates the relationship between functional value and
customer participation.
H6b: Agreeableness moderates the relationship between hedonic value and
customer participation.
H6c: Agreeableness moderates the relationship between social value and
customer participation.

Researchers have shown that that people with high agreeableness and
conscientiousness (Mooradian, Renzl, & Matzler, 2006; Matzler, Renzl, Müller,
Herting, & Mooradian, 2008) are more likely to share their knowledge with others
than those who are low conscientiousness. In addition to, Amichai-Hamburger and
Vinitzky (2010) suggested that people with high conscientiousness would have a
higher number of friends on Facebook. Fanpage is a place where members are easily
to share their experiences about service/products with other member, so it is supposed

that people with conscientiousness may have a tendency to take part in fanpage to
connect with more people and share with others.

H7a: Conscientiousness moderates the relationship between functional value
and customer participation.
H7b: Conscientiousness moderates the relationship between hedonic value and
customer participation.


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H7c: Conscientiousness moderates the relationship between social value and
customer participation.

Ehrenberg, Juckes, White and Walsh (2008) indicated that people high in
neuroticism had greater instant messaging use. People with neuroticism are more
sensitive to rejection, so that they may use Facebook as a safe place for selfpresentation (Seidman, 2013). They may use fanpage as a source providing
opportunities to connect with others people, to get help or support in situations that
they will be fear to face in offline. Then, it is proposed as follows:

H8a: Neuroticism moderates the relationship between functional value and
customer participation.
H8b: Neuroticism moderates the relationship between hedonic value and
customer participation.
H8c: Neuroticism moderates the relationship between social value and
customer participation.

High openness to experience is reflected in curiosity, like to learn new things
and enjoy new experiences. Fanpage gives new information about product or service
of the firms, new trends in market, so it is expected that those who are more open to

experiences would experiment by taking part in fanpage. Besides, Ross et al. (2009)
point out that the higher level person with openness to experience is, the greater
tendency he is sociable through Facebook. Fanpage is the place where gathers many


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people with same interest, so that customers who are openness to experience may
participate in fanpage to pursue their interest with like-minded members. Therefore,
the ninth hypothesis is proposed as follows:

H9a: Openness to experience moderates the relationship between functional
value and customer participation.
H9b: Openness to experience moderates the relationship between hedonic
value and Customer participation.
H9c: Openness to experience moderates the relationship between social value
and customer participation.

3. Methodology
3.1. Procedure and sample
The research consisted of two phases, a pilot study, and the main survey, and was
done with the participants who have a Facebook account and are following one
fanpage. The pilot study was a qualitative research and the main survey was
quantitative research. A qualitative study was conducted by the in-depth interviews
with six people in Ho Chi Minh City with the age from 24 to 28. They are included
three people are office staffs, the other three are the ISB students. Although most of
the measures of the constructs were mentioned in the previous literature, this step was
necessary to make them appropriate and easy to understand. After the interview,
some significant feedbacks and suggestions from the interviewees were collected to