The determinants of intention to continue to use facebook - A research in young Vietnamese people
Abstract
Marked from March of 2016, Facebook Users in Vietnam have been increasing to 35.000.000 monthly active users, accounted for one-third of Vietnam’s population. This huge change makes Vietnam become the country that have 3rd largest Facebook users in South East Asia. According to Facebook, users in South East Asia, including Vietnam, usually use this social network as the main information sources for daily activities in discovery of brands, products & service and also entertainment. Besides that, advertisers on Facebook also drastically increase to 1.000.000 accounts, showing the potentiality of doing marketing & business on Facebook. The interesting question is that what makes Vietnamese so interested in this social network? What factors influencing their intention in actively using Facebook. This study aims to adapt on the referenced model &investigate on the factors affecting the intention to continue using Facebook of Vietnamese users.