The Study of Factors Affecting the Vietnamese Consumer’s Intention to Write Referrals on Facebook

DOI

10.2991/aebmr.k.211119.037How to use a DOI?

Keywords

Referrals on Facebook; behavioral intention of vietnamese consumer on Facebook; pro-social behavior; norm activation model; ego involvement; ascription of responsibility

Abstract

Referrals on social networks, especially on Facebook, have a great impact on consumers, businesses and communities. Many fake referrals are now spreading on Facebook causing many damages. Thus, it is important to identify the internal factors of each individual, especially those related to personal awarenesss or responsibility affecting the intention to write real referrals of consumer. The main objective of this study is to explore the internal factors of each individual that influence this type of intention. From the data obtained from 505 survey questionnaires, the author has performed descriptive statistical methods of the sample, tested the reliability of the scale by Cronbach’s Alpha coefficient, performed exploratory factor analysis (EFA) and multiple regression analysis. The research results show that there are four main factors affecting the Vietnamese consumer’s intention to write referrals on Facebook: ascription of responsibility, ego involvement, perceived behavioral control and subjective norm. Research results, limitations and future research prospects will also be discussed in this paper.

Research purpose:

Explore and test the internal factors affecting the intention to write referrals on Facebook of Vietnamese consumers.

Research motivation:

Promote the consumer’s behavior of writing real referrals on Facebook that could provide positive benefits to consumers, businesses and communities and minimize appearance and spread of fake referrals that cause damages for them.

Research design, approach and method:

Use convenience random sampling method. Data from 505 questionnaires were processed and analyzed.

Use descriptive statistical method, test of the reliability of the scale by Cronbach’s Alpha, exploratory factor analysis (EFA) and multiple regression analysis.

Main findings:

Identify four main internal factors affecting the Vietnamese consumer’s intention to write referrals on Facebook: ascription of responsibility, ego involvement, perceived behavioral control and subjective norm.

Practical/managerial implications:

Prioritize creating favorable conditions to promote this tendency of ascription of responsibility and ego involvement of customers. Target potential customers and their important reference groups. Simplify writing referrals process for customers

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Thi Thanh Mai NGUYEN
AU  - Hoang Minh DOAN
AU  - Hong Hoa PHAM
PY  - 2021
DA  - 2021/12/07
TI  - The Study of Factors Affecting the Vietnamese Consumer’s Intention to Write Referrals on Facebook
BT  - Proceedings of the International Conference on Emerging Challenges: Business Transformation and Circular Economy (ICECH 2021)
PB  - Atlantis Press
SP  - 394
EP  - 406
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211119.037
DO  - 10.2991/aebmr.k.211119.037
ID  - NGUYEN2021
ER  -