The use and customer's perception on facebook - A study on millennial in Vietnam
Abstract
At the first time when Facebook was launched, this social networking site create a new horizon in the how people interact with each other and business. After 7 years, the dominating status of Facebook is undeniable by the appearance in many countries while it becomes top most famous and popular social site. Not only is the success of Facebook challenge, it is also the lesson for many companies, forum, social site in Vietnam, especially the domestic ones. The users are the most important source for any site. Their use and perception play an extremely vital role for the success of social network. Therefore, the topic of this research is The Use and Customer’s perception of Facebook. The study on millennial who use online social site the most. The aim is to determine the attitude, how user perceive Facebook, how the decision on using Facebook is affected. During this research, the quantitative approach is the major method used, with statistical techniques applied, including factor, multiple regression, and path analyses. The unit of analysis is at individual level with the sample size of 271 respondents, including the majority with student, officer, teacher and others. The findings of this research indicates that Ease of Use is the most significant of factors affecting to customer attitude, then decision is critically influence be the attitude. The majority of respondents agree that they satisfy when using the site’s service. They are also consider Facebook as a place for everyone. The domestic site or forum should learn the advantage of Facebook and try to keep moving forward for completion on the global market in the future.