The Research Of The Factors Affecting Behavior Of Engagement With Advertisement On Social Networking Sites In Vietnam

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大葉大學
國際企業管理學系碩士班
碩士論文
The Research Of The Factors Affecting Behavior
Of Engagement With Advertisement On Social
Networking Sites In Vietnam
影響廣告互動行為的因素研究 –
越南社交網站為例
研究生：Truong Thanh Luan
指導教授：魏志雄

中華民國 1 0 8 年 6 月

大葉大學國際企業管理學系碩士班
Truong Thanh Luan 碩士論文
影響廣告互動行為的因素研究 –
越南社交網站為例
The Research of the Factors Affecting Behavior
of Engagement with Advertisement on Social
Networking Sites in Vietnam
經考試合格特此證明
學位考試委員____________
____________
____________
指導教授____________
研究所所長____________
（簽章）
中華民國 1 0 8 年 6 月

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Table of Contents
Table of Contents........................................................................................................ i
List of Tables .............................................................................................................ii
List of Figures...........................................................................................................iii
List of Abbreviation.................................................................................................. iv
CHAPTER I. INTRODUCTION................................................................................... 1
1.1 Research Background and Motivation............................................................... 1
1.2 Research Objectives........................................................................................... 4
1.3 Research Procedure............................................................................................ 4
1.4 The Structure of the Thesis................................................................................ 5
CHAPTER 2. LITERATURE REVIEW ....................................................................... 6
2.1 Social Networking Sites and Advertisement on Social Networking Sites ........ 6
2.1.1 Social Networking Sites (SNSs) .................................................................. 6
2.1.2 Advertisement on Social Networking Sites ................................................. 9
2.2 The Theory of Planned Behavior (TPB).......................................................... 13
2.2.1 Definition .................................................................................................. 13
2.2.2 The previous studies applied TPB............................................................. 15
2.3 Developments of Research Hypotheses........................................................... 20
2.3.1 Relationship between attitude and intention............................................. 20
2.3.2 Moderating variables on relationship between attitude and intention..... 22
2.3.3 Relationship between subjective norm and intention................................ 28
2.3.4 Relationship between perceived behavioral control and intention........... 29
2.3.5 Relationship between intention and behavior........................................... 30
2.3.6 Control Variables...................................................................................... 32
CHAPTER 3. RESEARCH DESIGN AND METHODOLOGY................................ 32

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3.1 The Conceptual Model..................................................................................... 32
3.2 Research Hypotheses ....................................................................................... 33
3.3 Construct Measurement ................................................................................... 34
3.4 Samples and Data Collection........................................................................... 40
3.5 Data Analysis Procedures ................................................................................ 41
3.5.1 Descriptive Statistical Analysis................................................................. 41
3.5.2 Validity and Reliability of the measurement constructs. .......................... 42
3.5.3 Exploratory Factor Analysis..................................................................... 42
3.5.4 Internal consistency analysis (Cronbach’s alpha) ................................... 42
3.5.5 Correlation and Regression analysis........................................................ 42
References................................................................................................................ 43
Appendix A. Questionnaire (English Version)........................................................ 50
Appendix A. Questionnaire (Vietnamese Version) ................................................. 53

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LIST OF TABLES
Table 3.1 Items in the Attitude ...........................................................35
Table 3.2 Items in the Involvement in ads on SNSs ..........................36
Table 3.3 Items in the Trust in SNSs..................................................36
Table 3.4 Items in the Brand Trust .....................................................37
Table 3.5 Items in the Subjective Norm.............................................38
Table 3.6 Items in the Perceived Behavioral Control ........................39
Table 3.7 Items in the Intention to engage with ads on SNSs............40
Table 3.8 Items in the Behavior of engagement with ads on SNSs ...40
LIST OF FIGURES
Figure 1.1 Research flow chart............................................................. 5
Figure 2.1 Facebook users in Vietnam (May,2019)............................. 8
Figure 2.2 The Theory of Planned Behavior (Ajzen, 1985)...............13
Figure 3.1 The research framework of this study...............................33

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LIST OF ABBREVIATION
FIR Fourth Industrial Revolution
SNS(s) Social Networking Site(s)
TPB The Theory of Planned Behavior
TRA The Theory of Reasoned Action
PBC Perceived Behavioral Control

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CHAPTER I. INTRODUCTION
1.1 Research Background and Motivation
The center of the Fourth Industrial Revolution (FIR) is the information
technology and Internet of things. Future-oriented technologies will help people
communicate with each other through Internet systems more effectively. From all over
the world, this revolution is changing the world economy noticeably, and weakening
the dominance of developed countries based mainly on natural resources and
increasing the power of countries based primarily on technology and innovation
creative.
However, the FIR is in the early stages (Lasi et al., 2014), so almost countries
have equal opportunities to participate in this change. Any developing country, such
as Vietnam, can conduct scientific and technological research, apply new technology
and avoid depending on old technology, thereby can shorten the development gap. In
particular, Vietnam has a very fast Internet development speed. As of 2015, Vietnam
has approximately 45 million people using the Internet and 75% of them said that they
use the Internet to search for information relating to products and services online
(Cimigo, 2015). This is a great opportunity for businesses to take advantage of the
emergence of industry 4.0 and the Internet to reach their target customers.
Along with the development of the Internet, the development speed of social
network working sites (SNSs) in Vietnam has also increased significantly. In 2015,
there were nearly 31,3/90 million people enjoying Facebook (Cimigo, 2015). In
January 2017, Vietnam has a population of 94.93 million, in which Internet users
accounted for 53%, especially SNSs users are 46 million people make up 48% of the

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total population, an increase of 47% compared to the year 2015 (Kemp, 2017).
Obviously, the number of Internet users and SNSs are rising sharply in Vietnam, the
advertising on this environment will bring promising opportunities to businesses.
However, the initial goal of almost participants on SNSs is to connect and
communicate, the question is "how to attract users to view ads on SNSs?”, in other
words, “what factors affect the behavior of engagement with advertisements on SNSs
of Vietnamese consumers? In order to answer the questions, the research orientation is
to identify and examine the factors that affect the users’ behavior of engagement with
advertisement on SNSs. In this study, the engagement in ads on SNSs is interpreted as
the behavior of clicking on ads appeared on the user's SNSs, in order to discover more
information related to this advertisement.
According to the Theory of Planned Behavior (TPB), attitudes have a
significant impact on intentions to perform behavior. In turn, the intentions can
account for a decisive impact on actual behavior (Ajzen and Fisbein,1979). In fact,
many experimental studies have also shown the relationship between attitude and
intention to engagement with ads on SNSs. For example, the study of Kamal and Chu
(2012) has researched the beliefs, attitudes and behaviors towards advertising on
social media in Dubai, United Arab Emirates. User’s behavior towards advertising on
SNSs mentioned by Kamal and Chu (2012) refers to when users see ads appearing on
their SNSs, they focus on the ads, click on ads to search more information. The results
of the study indicated that beliefs are positively related to attitudes, then consequently
predict behavior toward social media advertising. Similarly, Chu et al., 2013 also
researched the relationship between attitude and behavioral responses towards luxury-
market advertisements in circumstance of young social media users. They found out

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that brand consciousness has an impact on users' attitudes, which in turn influences
their behavioral responses toward social media advertising. The results also found a
positive relationship between attitudes towards advertisement on SNSs and behavioral
responses to advertisement, which consequent lead to purchasing intentions toward
luxury products.
However, there are some recent studies show that the attitude may have a weak
impact or do not impact to the intention to engage with ads on SNSs. In particular, the
respondents in the study conducted by Kelly et al., (2010) claimed that countless
advertisements were not relevant to them, or they merely believed that the
advertisements were lack of trust, thus they avoid to watch the ads, not because they
have negative attitude towards advertisement on SNSs. This finding is further
confirmed in the study of Sashittal et al., (2012), college students seem disinterested in
Facebook ads and disengaged from marketers’ attempts to build brands. Furthermore,
Hadija et al., (2013) concluded that the users of online social networks do not dislike
advertisements, but they simply do not pay attention to them because they focus on
other content like friends' profiles, photos, etc. As a result, there are inconsistencies in
those research results and this shows the research gap. It is necessary to understand
the additional impact factors that may change the relationship from the attitude to the
intention, especially in SNSs environment. Therefore, this paper aims to solve the
aforementioned research gap.
Besides, on the basis of this research results, the paper also offers some
suggestions for business managers to be able to offer appropriate solutions focusing
on the necessary conditions so that not only create proper attitude for users towards
viewing ads on SNSs, but also helps to transform attitude into intention and actual

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behavior to watch ads on SNSs. Hence, the study of factors affecting the behavior of
viewing ads on SNSs and the conditions that help transform attitudes into intention
and behavior are necessary both in theory and practice. On that basis, the author
chooses the topic “The Research of The Factors Affecting Behavior of engagement
with Advertisement on Social Networking Sites in Vietnam” and concentrate primarily
on the conditions that help transform attitude into intention to engage with ads on
SNSs.
1.2 Research Objectives
Basing upon the study background and motivation mentioned above, the
primary objectives in this research are:
(1) To develop a theoretical framework and factors that influences the
behavior of engagement with ads on SNSs in Vietnam.
(2) To examine and test the possible moderating effect of involvement, trust in
SNSs, and brand trust on the relationship between attitude and intention in order to
clarify previous research gaps.
(3) To discover which important factors that stimulate the attitude to actual
behavior of engagement with ads on SNSs
1.3 Research Procedure
First and foremost, the research motivation and objectives are discussed.
Secondly, the author reviews literatures and develops necessary hypotheses and the
conceptual model framework. To investigate the research hypotheses, questionnaire
measures will be selected and designed, next the questionnaires will be sent to
respondants. After that, all questionnaires should be collected and classified before put

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in the analysis software to produce results. Based on analytical results, significant
findings would be discussed. Finally, this study will mention specific conclusions and
recommendations. The research flow chart is shown in Figure 1.1
Figure 1.1 Research flow chart
1.4 The Structure of the Thesis
This research comprises of five chapters:
Chapter 1 - Introduction
Chapter 2 - Literature Review
Chapter 3 - Research Design and Methodology
Research Motivation and Objectives
Literature Review
Hypotheses Formation
Conceptual Model Framework
Questionnaire design
Questionnaire Survey & Data Collection
Data Analysis
Results and Discussion
Conclusions and Recommendations

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Chapter 4 - Data Analysis and Results
Chapter 5 - Conclusions and Recommendations
CHAPTER 2. LITERATURE REVIEW
The literature review focuses on the concepts of Social Networking Sites,
Theory of Planned Behavior and moderating factors. Relevant studies are discussed to
provide theoretical support for the research hypotheses.
2.1 Social Networking Sites and Advertisement on Social Networking Sites
2.1.1 Social Networking Sites (SNSs)
SNSs have become an integral part of daily practices of the users. According
to Boyd and Ellison (2008), SNSs is considered as web-based services that allow
individuals to (1) construct a public or semi-public profile within a bounded system,
(2) articulate a list of other users with whom they share a connection, and (3) view and
traverse their list of connections and those made by others within the system. SNSs
allow creation and community promotion among its members or profitable Internet
business models by virtual communities (Koh & Kim, 2004). People who use SNSs
can exploit more information on their profile, namely updating their posts and friends
or showing his or her brand favorites. Additionally, SNSs users can also receive
invitations to become a fan of specific brands, thus SNSs is not only a virtual network
for merely social relationship building but also communities between customers and
businesses.
SNSs provide networking platforms for the development of trust relationships
between businesses and customers (Mangold & Faulds, 2009). In addition, SNSs

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attract a variety of users from different countries, this create many potential
opportunities for advertising activities and it need to be exploited effectively (Wright
et al., 2010). Besides, the ability to enable users to receive, consider, share
information and seek opportunities from the online community (Phillips et al., 2010),
SNSs serve as a way to reach and interact potential customers outside of the
marketplace, therefore, also need to be noticed with effective multi-modal marketing
strategies.
In Vietnam, going along with the development of the Internet, the speed of
development of SNSs has increased significantly. By January 2017, Vietnam has a
population of 94.93 million, 53% of them are Internet users. Particularly, there were
46 million people using SNSs, accounting for 48% of the total population
(Wearesocial, 2017). However, the online advertising market in Vietnam is relatively
small compared to advertising on television and print media.
Furthermore, a survey conducted in Vietnam, in January 2017, the number of
people buying goods through online commercial services grew to 33.26 million people,
occupied roughly 35% of the total population. Total revenue from E-commerce
reached 1.8 billion USD in 2016. However, this figure is quite low compared to other
countries in the region. For example, Singapore has only 2.9 million people buying
goods through online commercial services, but the total statistical revenue is shown up
to 3 billion USD in 2016 (Wearesocial, 2017). The contrast of population and E-
commerce market size between Vietnam and Singapore show that the potential of E-
commerce in Vietnam is extremely large. Therefore, the E-commerce and online
advertisement on SNSs has not been fully exploited and it could be a proper trend for
any business to pursue.

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The most recent report in May 2019, the total number of Facebook users in
Vietnam has reached more than 56 million, which accounted for 58% of its entire
population (NapoleonCat, 2019).
Figure 2.1 Facebook users in Vietnam (May,2019)
The figure 2.1 shows that the attraction of SNSs existing in Vietnam is
tremendous, and the mentioned figure also confirms that Facebook is the leading SNS
in this country with the highest number of users. Therefore, Facebook is a typical SNS
and suitable for being exploited in this research.

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2.1.2 Advertisement on Social Networking Sites
Advertisement (ads) is any paid form of non-personal presentation &
promotion of ideas, goods, or services by an identified sponsor (Kotler & Armstrong,
2000). In the study by Richards and Currn (2002), advertisement a paid form of
communication from an identifiable source, designed to persuade the receiver to
perform certain actions, in the present or in the future. Traditional forms of advertising
are expressed through a number of means such as television, newspapers, magazines,
etc. This previous form of advertisement has some limitations such as high costs and
in the form of one-way communication only. This mean that advertisement will tend
to move from traditional advertisement to more modern forms, namely on websites
and SNSs. The reason for that is some remarkable features of this new form of
advertising allow advertisers to break the limitations of traditional forms.
Most recently, the advertisement on SNSs is displaying various incredible
advantages. Compared to online advertising on regular websites, advertisement on
SNSs target more on information provided and shared by users themselves such as
locations, qualifications, jobs, hobbies, habits, interests, relationships as well as other
demographic factors. “Form of online advertising which provides very targeted ads
based on information supplied by members of a social media service” (Melanson,
2011) and this has more important advantage in exploiting more on user-specific
information compared to traditional advertising. Advertisement on SNSs truly enables
two-way (or multi-way) communication between brands and consumers (Tuten, 2008).
Advertisement on SNSs exists in both types of earned advertising and paid advertising.
Advertising is not charged when SNSs users share positive brand-related content and
opinions with others on their friends list. More specifically, according to Tuten (2008),

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customization, targeting and social interaction are necessary components of
advertisement on SNSs. Advertisement on SNSs are also defined as a form of online
advertising, providing targeted advertising based on information provided by the
members of SNSs themselves (Melanson, 2011). According to Luna-Nevarez and
Torres (2015) there are several key characteristics that make advertisement on SNSs
different from standard web based advertising, it include:
(1) Advertisement on SNSs has social exchange. It directly appeals to
consumer’ interests and beliefs through a two-way conversation where companies and
its customers together contribute to value creation
(2) Advertisement on SNSs occurs in a private space. It could be considered as
irritating and intrusive it could be considered as irritating and intrusive if it is unable
to convey the right message to its target audience.
(3) Advertisement on SNSs has shared meanings. This kind of advertising is
not only targets to customer’s personal preferences but also on the perception and
social sharing of customers with other users on SNSs. Advertisement on SNSs can be
perceived as risky if customers believe that businesses are attempting to penetrate
their private world (perception of risk).
(4) Advertising on SNSs result in perception of risk. Obviously, in some cases,
the advertisement on SNSs can cause confusion or anger form its users if it invades
the consumer’s social capital which includes his family, friends, colleagues and peers.
The development of SNSs not only changes the usual understanding of the
Internet but also dramatically changes the way people communicate and interact with
each other (Hung & Li, 2007). The vast majority of advertisers have begun to
participate in advertising activities on SNSs not only because of the large number of

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users, but also because SNSs allow for very specific targeting of selected individuals
that fall within a marketer’s pre-specified characteristics (Gironda & Korgaonkar,
2014). When listing an advertisement on an SNS, marketers can select the geographic,
demographic, psychological variables they want into the system because the SNSs
have this information from its all users. The ads will only be shown to SNSs user who
is within the variables selected by the marketer. Therefore, thanks to outstanding
efficiency, the budget spent on advertising on SNSs has been constantly increasing. In
2016, advertisers all over the world spent about 25.14 billion USD on advertising
budgets to reach customers on SNSs, up 40.8% compared to 2014. This number is
expected to increase to $ 41 billion in 2017 (eMarketer, 2016).
As of January 2018, the most popular SNSs all over the world can be
enumerated, such as Facebook, YouTube, WhatsApp, Wechat, Instagram, Twitter,
Youtube, etc. The number of Facebook SNSs users is 2.167 million, You Tube is
1.500 million, WhatsApp is 1.300 million, and Wechat is 980 million. Launched from
2004 until now, Facebook is currently the most popular SNSs in the world, accounting
for approximately 23% of the global population. Countries with the largest number of
Facebook users include India topped with 250 million users, followed by the United
States, Brazil, Indonesia, Mexico and the Philippines. By 2018, Vietnamese people
enjoying Facebook has reached about 43.5 million and ranked 7th in the countries
with the highest number of users on Facebook (The Statistics Portal). Therefore, in
this study, the author chooses Facebook, the SNSs have the largest number of users in
the world in general and in Vietnam in particular, to conduct research surveys.
Similar to other SNSs, Facebook is an Internet-based service that allows users
to build public profiles and establish connections with others on their SNSs. Facebook

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provides companies with a number of interactive and communication services to their
customers. For instance, Suggested Page or Fan pages are specific tools for businesses
to manage this purpose.
Today, Facebook allows to display ads on all operating system platforms of
electronic devices from desktop computers to laptops, mobile phones and tablets. It
includes Mac OS (MacBook), Windows (desktop computer, laptop) iOS (iPhone, iPad,
iPod), Android (phones, smartwatch and tablets), Windows Phone, Blackberry, basic
phones (Java), and so on. Basically, Facebook ads can be displayed in 3 locations: (1)
News Feed of Mobile-based version, (2) News Feed of Web-based version, and (3)
Right column of Web-based version. In particular, since February 2013, Facebook has
begun testing the form of advertising on News Feed, the ads are exposed in the form
of "Page Post ads", most specifically "Suggested Page ". It is said that this form make
customers pay more attention to banner ads, because in this News Feed area, customer
often find their friend’s posts. In this way, SNSs contribute a new way for marketers
to build and maintain relationships with customers (Barreto, 2013).
Accordingly, in the context that advertisers increase the understanding of
intention and behavior of engagement with ads on SNSs, they can maximize the
effectiveness of advertising on SNSs to attract customers' attention and interest in
products and services of the company. For that reason, this research concentrates on
the form of advertisement that appears on the News Feed of Facebook users.

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2.2 The Theory of Planned Behavior (TPB)
2.2.1 Definition
Ajzen (1991) has developed the Theory of Planned Behavior (TPB) in order to
understand and predict intentions to perform behaviors by an individual. This theory
was introduced to improve on the predictive power of the theory of reasoned action.
The authors argue that the nature of human behavior is based on logical or reasoned
decisions, therefore, individuals evaluate information available to them in a systematic
way and consider the relevance to their behavior before they decide to participate in a
certain behavior or not.
TPB suggests that the intention to perform behavior influenced by three factors:
personal evaluation of a behavior (attitude), socially expected mode of conduct
(subjective norm), and self-efficacy with respect to the behavior (perceived behavioral
control). From behavioral intention will lead to actual behavior under condition that
behavioral intention is strong enough. The theory model is described in the Figure 2.2.
Figure 2.2 The Theory of Planned Behavior (Ajzen, 1991)
Attitude
Subjective norm Intention Behavior
Perceived behavioral control

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Behavior in the TPB model refers to the observable behavior of a certain
behavior, which can be performed (or not be performed) relating to a specific purpose,
in a given situation and at a specific time (Fishbien & Ajzen, 1975). Fishbien and
Ajzen (1975) also suggested that the most important premise to conduct a behavior is
the individual's intention to carry out the behavior. The behavioral intention is
understood as "the strength of one's intention to perform a specified behavior”
(Fisbein & Ajzen, 1975, p. 288). TPB proposed that the greater the intention to engage
in a behavior, the stronger this intention will be performed.
The intentions in TPB are determined by three variables. The first is attitudes,
which are an individual's overall evaluation of the behavior. Attitudes are one of the
key determinants of behavioral intention and refer to the way people feel towards a
particular behavior. The second is subjective norms, which consist of a person's
beliefs about whether significant others think he/she should engage in the behavior
(e.g., parents, spouse, friends, teachers). The third is labeled Perceived behavioral
control (PBC), which is the individual's perception of the extent to which performance
of the behavior is within his/her control. The concept of PBC, considered as the
perception of the ease or difficulty of performing the particular behavior by an
individual (Ajzen, 1987). The TPB emphasized that the more positive the attitude, the
subjective norms and the PBC, the stronger the intention to implement the behavior
(under consideration). However, it should be noted that in many empirical studies in
different fields, the attitude seems to be the most important variable impact on the
intention to implement behavior (Ajzen, 2005).

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The TPB also reveal that salient beliefs are considered prerequisites for an
individual's intentions and behavior. There are three important types of perceptions
recognized in the TPB theory model, including: the behavioral beliefs are considered
to affect attitudes; the normative beliefs are considered the premise of subjective norm;
and control beliefs are considered to impact perceived behavioral control.
2.2.2 The previous studies applied TPB
Due to the proliferation of commercial Web sites, Lin (2007) combined TAM
and TPB to examine which model is the best to predict customers' intentions about
online shopping in Taiwan. The research sample included 297 customers on online
bookstores and the research results indicated that the TPB together with TAM
provided an improved method of predicting consumer intentions to shop online. More
specifically, attitudes and PBC were proven to have a positive impact to online
shopping intention. Besides, the study result also recognized that perceived useful-
ness, perceived ease of use, and compatibility plays significant factors affecting
attitudes towards online shopping. However, the subjective norm factor has no
meaningful relationship with the intention of buying online because it is not supported
by research data analysis.
Another combination between TAM and TPB, researched by Sentosa and Mat
(2012) explored the relationships attitude, subjective norm, perceived behavior control,
perceived usefulness and perceived ease of use toward intention and Internet
purchasing behavior. Research data were collected through questionnaires from 304
undergraduate students. From the results of this study, it has been shown that
subjective norms and attitudes toward purchases on the Internet positively affected

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purchasing intention, and then purchase intention positively affected to purchasing
behavior on the Internet. However, the two factors are perceived usefulness and
perceived ease of use that did not find a significant influence on the purchasing
intention on the Internet.
Similar to Lin's study (2007) and Sentosa and Mat (2012), Cheng and Huang
(2013) also used some antecedents that were expanded from the TPB to evaluate
factors affecting online group-buying and the relationship between intention and
behavior. Group-buying is a business model where people with the same interest in
the same product can form groups and make purchasing decision together to achieve a
discount. Analytical results demonstrated that online group-buying intention
positively affected group-buying behavior.
On the other hand, George (2004) applied TPB to explain buying behavior on
the Internet. The research results demonstrate that TPB plays a useful theoretical
foundation for explaining customers' Internet buying behavior. In this study, the
relationship between attitudes towards Internet purchases and real buying behavior is
confirmed to have a strong and positive relationship, even though this study disregards
the mediating factor in this relationship - the intention to perform a behavior. The
reason for this rejection is because the data were all collected at one point in time, it is
not possible to include both intention to perform a behavior and the behavior itself in
the model. The author supposed the intentions reflect future behavior, while reports of
actual behavior reflect what happened in the past. Besides, a variable in this research
is personal’ s trust in the Internet influenced attitudes towards Internet purchasing by
respondents.

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To explain in more detail about the role of intention to purchase on the Internet,
a research by Lim and Dubinsky (2005) has applied the TPB theory to provide more
specific explanation of consumers' purchase intention on the Internet by decomposing
belief constructs and by including interdependency terms between salient beliefs. The
results of the study once again strengthen arguments in TPB, in which the attitude,
subjective norms and perceived behavioral control positively influenced to intention to
online purchasing decision.
Besides, there are some studies related to awareness, attitude and behavior
towards advertisement on the Internet that did not directly use TPB. However, through
the model and research results still show the relationship between the attitude towards
online advertising and the behavioral response of customers to online advertising. For
example, research results from Wolin et al. (2002) pointed out that the attitude
towards advertising is a predictive factor of users' behavioral intention to Web
advertising. Web advertising attitudes impacted on reported behavior towards Web
advertising such that the more positive Web users' attitudes were towards Web
advertising, the greater the likelihood that they would respond favorably to Web ads.
Similarly, a study by Saadeghvaziri et al. (2013) also found that attitudes toward Web
advertising affect the intention of engagement with Web ads.
Consequently, it can be seen that many previous studies, which used the TPB
theory to study customer behavior on online purchasing environment, supported and
affirmed the usefulness of the theory. At the same time, some other discrete studies
also provide evidences of the impact of attitudes on behavior of engagement with
online ads.

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In the context of SNSs, the study by Baker and White (2010) exploited TPB to
identify factors that affect the SNSs frequent usage behavior among adolescents. The
results from this study supported the point of views in TPB. A typical example, the
attitude and perceived behavioral control significantly predicted the intention to
participate in frequent SNSs use, as well as group norm positively affected the
intention to frequent SNSs use. In addition, the study results also confirmed that
people with stronger intentions to participate in enjoying SNSs were more likely to
engage in frequent SNSs use themselves. Similarly, a theoretical model based on TPB
developed by Chang and Zhu (2011) to predict the adoption intention of pre-adopters
and post-adopters on SNSs in China. The multi-groups were explored to produce the
results. It showed that attitude, subjective norm and perceived behavior control have
significantly influenced on the adoption intention in SNSs.
Gironda and Korgaonkar (2014) decomposed TPB as a theoretical lens and
conducted a mixed-method study included both an empirical investigation along with
qualitative focus group interviews to explore profound reasons why individuals
engage in activities on SNSs. The activities on SNSs mentioned in the study include
comprised of (1) general SNSs usage, (2) the joining of a business’s SNSs page and (3)
clicking on an advertisement on SNSs. Finally, the outcomes indicated that
antecedents such as attitude, compatibility, relative advantage, complexity and
normative influences, and self-efficacy plays decisive roles in determining SNSs
usage activities. Additionally, the results also substantiated the positive relationship of
the hypotheses in TPB including attitude, subjective norms and perceived behavior
control that affected intention to engage in activities on SNSs (with intention to click
on an advertisement) and actual behavior to join in activities on SNSs, including click

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on ads. In addition, a study from Cheung and To (2017) used TPB to explain the
propensity to trust and trust as antecedents of mobile users' attitudes toward in-app
advertisements. 480 young Chinese mobile user were surveyed and the results show
that trust in in-app advertising serves as a prerequisite to influence attitudes towards
in-app advertisements. Furthermore, In addition, the remaining hypotheses support the
original theoretical model including attitude towards advertising, subjective norms and
perceived behavioral control positively influenced to the intention to see in-app
advertisements.
Besides, there are some studies related to beliefs, attitudes and behaviors
towards advertising on SNSs that do not directly use the TPB, but base on the model
and research results, they still show the relationship among beliefs, attitudes and
behaviors. By way of illustration, the research results from Kamal and Chu (2012);
Chu et al., (2013) all concluded that attitudes towards advertisement have a positive
relationship to the behavior of engagement with ads on SNSs. Especially, “there is a
significant relationship between consumers’ attitude toward social media advertising
and their behavioral responses” (Boateng & Okoe, 2015). Additionally, according to
(Boateng & Okoe, 2015), this relationship is governed by the corporate reputation
factor. The more customers trust in the reputation of the company, the stronger the
relationship between the attitude towards advertisement on SNSs and the intention to
engage with the ads. However, a number of other studies demonstrated that a large
amount of SNSs users tended to avoid advertisements (Kelly et al., 2010) or simply
they did not pay attention to the advertisement just because they tended to focused on
other content on their SNSs page.

20
Therefore, most of previous studies relating to attitudes, intentions and
behaviors of engagement with ads on SNSs indicated that the research results were
inconsistent. Moreover, the research on factors affecting the behavior of engaging
with ads on SNSs in which applying TPB are quite unpopular. The explanation for the
researches related to advertisement on SNSs are unpopular in case of using foundation
theory, as Knoll (2015) claimed that advertisement on SNSs is a relatively new
phenomenon. Thereby, it is necessary to conduct more researches exploiting
fundamental theories to demonstrate the relationship between the factors of attitudes,
intentions and behaviors towards advertisement on SNSs. More details, some theories
have been asserted by earlier scholars on the value and usefulness of TAM and TPB
which are widely applied in research on Internet advertising, while on SNSs are very
few. Besides, many of earlier researches still have discrepancies in the results, so it is
necessary to consider additional factors affecting to the main variables. In addition,
contributions to studies applying TPB in some countries, where are in the transitional
stage of the economy like Vietnam, will strengthen our literature.
2.3 Developments of Research Hypotheses
2.3.1 Relationship between attitude and intention
The concept of attitude has played a major role in the history of social
psychology (Ajzen & Fishbein, 1974). The attitude toward the behavior refers to the
degree to which a person has a favorable or unfavorable evaluation or appraisal of the
behavior (Fishbein & Ajzen, 1975). One of the most important ways to understand
customers, their perceptions and their acceptance of advertising messages is a research
on attitude (Hadija et al., 2012). Many researchers during the history of advertising

21
research have marked the concept of attitudes towards advertisement as a
measurement of reaction to a commercial message. Based on a definition from
MacKenzie and Lutz, the attitude towards advertising is "predisposition to like or
dislike advertising in general" (MacKenzie & Lutz., 1985). Applying this definition to
the context of online advertising, Mahmoud (2012) also refers to attitudes towards
Internet advertising as “a general predisposition to like or dislike advertising messages
delivered online”. Besides, Luna-Nevarez et al. (2015) claimed that the attitude
towards advertising on SNSs is defined as "a tendency to react positively or negatively
to Social Network Advertising".
According to TPB, the more positive the attitude, the stronger the intention of
the individual to perform a behavior (Ajzen, 1991). Previous studies have shown that
consumers’ attitude towards online advertising affect their behavior (Wang et al.,
2009; Mir, 2014). Wang et al. (2009) argued that the attitude towards advertising
positively affects the intention of clicking on ads behavior and frequency of online
shopping. In another study, Wolin et al. (2002) explored that Web advertising
attitudes impacted on reported behavior towards Web advertising such that the more
positive Web users' attitudes were towards Web advertising, the greater the likelihood
that they would respond favorably to Web ads. In addition to the SNSs environment,
some studies also showed similar results (e.g., Mir, 2014; Soares & Pinho, 2013;
Boateng & Okoe, 2015; Chu et al., 2013). Based on the evidences of the above-
mentioned research results, it can be argued that there is a relationship between
customer’s attitudes towards advertisement on SNSs and the intention to engage with
ads on SNSs. Therefore, the author proposed a hypothesis:

22
H1: Attitude toward ads on SNSs is positively related to the Intention to
engage with ads on SNSs.
2.3.2 Moderating variables on relationship between attitude and intention
Many studies have mentioned the relationship between attitudes and intentions
to implement behaviors on Internet advertising in general and SNSs in particular. For
example, on the aspect of Internet advertising, some previous studies showed that
customer’s attitudes towards Internet advertisement affected their intention to watch
ads (Saadeghvaziri et al., 2013; Wolin et al., 2002; Mahmoud, 2012).
However, there are also some experimental results that do not show consistent
results. For example, the study by Wang et al. (2010), surveyed 557 Internet users in
two countries, the US and Romania, to examine the relationship between attitudes
towards online advertising and the intention to perform a certain behavior of
customers in two countries. The results indicated that the attitude towards advertising
is the predictive factor for the intention of implementing behavior, but when
comparing the outcomes between the two countries, Romanian’s attitude towards
advertising is more positive and likely to click on ads more than the Americans, while
the intention of shopping online is lower. Therefore, it is obviously that there is a gap
between attitude and intention to implement a behavior.
For advertisement on SNSs, a few studies have found a statistically significant
relationship between attitudes on advertisement on SNSs and the intention to engage
with ads on SNSs (e.g., Gironda & Korgaonkar, 2014; Lee & Hong, 2016; Chu et al.,
2013). However, not all research on advertising on SNSs has the same results
consistent to attitude towards advertising as a prerequisite for determining the

23
intention to engage with ads on SNSs. A typical evidence is that almost of respondents
in the study conducted by Kelly et al. (2010) tended to avoid advertisements because
simply they did not pay attention to the advertisement or there was general distrust of
advertisers on SNSs. That is not because they did not like advertisement or simply put
there was not negative attitude. This finding is further confirmed in a study by
Sashittal et al., (2012) that 18- to 25-year-old college students were not interested in
advertisement on SNSs because they perceive advertising as a lack of reliability.
Similarly, Hadija et al., (2012) also pointed out that SNSs users did not click on ads
because they focus on other content such as friends' profiles, photos, newsfeed ...
rather than paying attention to the advertisement.
Therefore, from the above-mentioned empirical studies, it seems that the
relationship between the attitude and the intention to engage with ads on both online
environment and SNSs in particular is not always stable. Some possible explanations
for these results include the fact that customers do not like advertising, do not pay
attention, do not have intention to enjoy ads on SNSs (even though the attitude is still
positive). The reasons are lack of trust in the advertising channel, lack of trust in
advertisement itself, or lack of personal involvement in the advertisement (Kelly et al.,
2010). Thus, there must have factor conditions that promote or impede the relationship
from the attitude to the intention to engage with ads on SNSs.
In order to promote a significant relationship between attitudes towards
advertising and the intention to click on ads on SNSs, the theoretical framework
developed from Ajzen and Fishbien can provide approaches. Based on this theoretical
framework, general attitudes can have a strong impact on behavior, but that this is to
be expected only under certain conditions or for certain types of individuals (Ajzen,

24
1988; Ajzen & Fishbien, 2005). According to Ajzen and Fishbien (2005), the
consistent relationship between attitudes and intentions to perform behavior is
assumed to be moderated by factors related to the person performing the behavior, the
situation in which it is performed, or to characteristics of the attitude itself. Among the
individual difference variables considered as moderators were such factors as self-
monitoring tendency, self-consciousness or self-awareness, and need for cognition.
Thus, the people who have profound concerns on a topic; people who have attitudes
with high level of trust; people with attitudes towards specific subjects (rather than
general behavior); or people with intention to conduct behavior related to themselves
are more likely to react in accordance with their attitudes.
In the case of engaging with ads on SNSs, this paper extends three moderator
variables in the relationship between attitude and intention including the personal
involvement inventory in the advertisement on SNSs, the trust in SNSs and brand trust
towards SNSs (Boateng & Okoe, 2015; Kananukul et al., 2015; Knoll, 2015). Each of
these variables will be presented in following parts.
 Involvement
The involvement in advertisement on SNSs to individuals may considered as a
factor promoting the relationship between attitudes towards advertisement and
intention to engage with ads on SNSs. Foremost, the concept of involvement has
many different definitions. One of them is presented as "A person's perceived
relevance of the advertisement based on inherent needs, values, and interests”
(Zaichkowsky, 1985). Greenwald and Leavitt (1984) conceptualized levels of
involvement, all with the basis of personal relevance to the viewer to the ad. Another
illustration, in 1986, Zaichkowsky stated that involvement is a motivational construct

25
which partly relies on the antecedent factor of the person’s values and needs. It also
does cover both the affective and cognitive relevance (Mandler, 1975); recognizes
past initial definitions of involvement with advertising (Wright, 1973); and easily
encompasses the cognitive and affective advertising involvement applications (Park &
McClung, 1986). Besides, the level of involvement refers to the perception of the
correlation in participation in advertising based on each individual's internal needs,
values, and concerns (Zaichkowsky, 1994). Prerequisites for involvement include
personal factors (e.g., personal values), stimulating factors (e.g., media content), and
situational factors (e.g., participate in promotional activities) (Zaichkowsky, 1994).
Additionally, the variety of advertising content will also create different levels of
customer involvement.
Whether the attitude towards advertisement on SNSs can turn into an intention
to click on ads may depend on the involvement of the ads to users. The reason for this
is because involvement will have the effect of reminding users about their positive
attitude towards advertising and thus will stimulate their intention to act (review Ajzen
& Fishbien, 2005). In fact, on SNSs environment, advertisement may be merely
considered irrelevant, because the users simply assume that online advertising is
intended to maintain a free network system (Kelly et al., 2010). Similarly, Hadija et al.
(2012) showed that SNSs users may not click on ads because they are simply
interested in other content and have other purpose on SNSs environment, namely
friend connection. Therefore, even if there is a positive attitude towards advertisement
on SNSs, if individuals do not feel the involvement in a certain advertisement, they
will perform behavior to engage with the ads.

26
From the above arguments, the involvement in advertisement on SNSs of the
users is likely to play a positive moderating role in the relationship between attitudes
towards advertisement on SNSs and the intention to engage with ads on SNSs.
Therefore, the hypothesis is proposed:
H2a: The involvement in ads positively moderates the relationship between
attitude and intention to engage with ads on SNSs.
 Trust in SNSs and Brand Trust
Trust can be an important condition that stimulate the impact of attitudes
towards advertisement to the intention to press on ads on SNSs. According to TPB
(Ajzen & Fishbien, 2005), general attitudes may influence performance of specific
behaviors. In this case, positive attitudes towards advertisement on SNSs may
encourage SNSs users to form an intention to click on and watch ads on SNSs.
However, these attitudes leading to intention to perform a specific behavior depend on
whether the users feel safe or unsafe as they decide to watch an advertisement Kelly et
al., (2010). If the users sense confident in the SNSs, the content or the brands
advertised on SNSs, they may feel more secure or less risky in case of deciding to
press on ads. Simply put, the intention to conduct behavior is more likely to happen
than in the case that customers do not have this kind of trust.
There are two concepts of trust, including trust in SNSs and trust in brand of a
company or a product (brand trust). Trust is defined as a belief or expectation about
the other (trusted) party or as a willingness to rely on another party, coupled with a
sense of vulnerability or risk if the trust is violated (Grabner-Kräuter, 2009). In the
study of Hsiao et al. (2010), trust in a website was defined as the willingness of a
consumer to trust a website. Besides, Kim et al. (2008) found that customers’ intention

27
to purchase products online was also influenced by trust in the web vendor. The trust
in a website is also mentioned in the study of Wu and Chen (2005), which plays an
important role in influencing customers' purchasing decisions. In this paper, trust in
SNSs is clarified as the willingness of users to believe that SNSs can best benefit them,
supply a reliable source of information about products and services in the long run, or
they may feel comfortable in making comments / sharing their opinions to others
about the products and services on SNSs. Based on experiences in the past and at
present, SNSs users believe that SNSs deserve their trust (Kananukul et al., 2015).
On the order hands, trust in brands advertised on SNSs mainly refers to a
perceived aspect of corporate reputation (Boateng & Okoe, 2015). In fact, the
reputation of the firm is divided into three main streams: the concept of social
expectations, corporate personality, and trust (Berens et al., 2004). In addition, recent
research on the brand communities based on social media by Laroche et al. (2012)
suggested that the SNSs (e.g., Facebook) support to the brand ability to enhance their
customers’ brand trust. Brand trust towards advertisement appeared on SNSs is
understood as the willingness of customers to believe in the brand's capability to
perform statements (Kananukul et al., 2015). Thus, there is possibility to degree of
trust in SNSs and the degree of brand trust towards advertisement emerged on SNSs
that moderate the impact of the attitudes to the behavioral intention to engage with on
SNSs of users.
H2b: Trust in SNSs positively moderates the relationship between attitude
and intention to engage with ads on SNSs.
H2c: brand trust positively moderates the relationship between attitude and
intention to engage with ads on SNSs.

28
2.3.3 Relationship between subjective norm and intention
Another predictor is a social factor termed subjective norm, which refers to the
perceived social pressure to perform or not to perform the behavior (Ajzen, 1991).
According to Gironda and Korgaonkar (2014), for SNSs, an example of subjective
norms can be important individuals or groups of a person's life such as friends or
family members, how those people feel about the matter of enjoying SNSs and
behavior of engagement with ads on SNSs. In certain contexts, we need to consider
not only perceived social pressures but also personal feelings of moral obligation or
responsibility to perform, or refuse to perform, a certain behavior. In other words, as a
general rule, the more favorable subjective norm with respect to a behavior, the
stronger should be an individual’s intention to perform the behavior (Ajzen, 1991).
Because the nature of SNSs is social, it is reasonable to assume that the influences of
other people and peers or family pressure will affect to a person's behavior. Therefore,
subjective norms can be considered to have a positive relationship to behavior about
activities on SNSs.
For aspect of advertisement on SNSs, there are some researchers who are
interested in this issue. Specifically, in the study of Zeng et al. (2009); Soares and
Pinho, (2013) indicated that group norms positively affect group intentions and group
intentions affect perceived ad relevance personally. And in turn, perceived ad
relevance positively affect user’s behavior toward advertisement on SNSs such as
clicking on ads, paying attention to ads. Similarly, Gironda and Korgaonkar (2014)
also demonstrated that subjective norms also affect the intention to click on ads
appearing on SNSs. Therefore, the hypothesis given is:

29
H3: Subjective norm toward ads on SNSs is positively related to the
Intention to engage with ads on SNSs.
2.3.4 Relationship between perceived behavioral control and intention
Perceived behavioral control (PBC) refers to people’s perception of the ease or
difficulty of performing the behavior of interest (Ajzen, 1991). Ajzen also defined
PBC as the needed belief in resource and opportunity for a specific behavior to be
manifested. According to TPB, an individual's perception of his or her ability to
perform uncertain behavior also affects whether or not to engage in that behavior. In
case of two individuals have the same intention to engage in a behavior, a person with
a greater perception of his or her behavioral control is more likely to act in that
behavior. PBC positively impact to the intention to conduct a behavior (Ajzen, 1991).
In the context of SNSs refers to perceived ability to view advertisement on SNSs. In
other words, a consumer is more likely to carry out certain behavior if he or she
perceives that carrying out such behavior is relatively easy (Hansen, 2008).
There were a number of studies that showed a positive relationship between
PBC and intention to conduct behavior. For example, Taylor and Todd (1995) find
that there is a positive relationship between PBC and the intention to accept
innovation. The effect of PBC on intention is based on the argument that PBC
promotes an individual's evaluation ability to perform behavior (Ajzen & Madden,
1986). Similarly, Hsu et al. (2006) stressed that customers with enough ability and
knowledge (in terms of perceived behavioral control) are attached to positive intention
to use mobile text coupons.

30
In SNSs environment, Gironda and Korgaonkar (2014) also found that the
customer who have higher PBC, the more likely they tend to use SNSs. Therefore, it is
reasonable that the perception of SNSs users about the ability to watch online
advertisements on SNSs will positively affect their intention to engage with ads on
SNSs. The proposed hypothesis is:
H4: Perceived behavioral control toward ads on SNSs is positively related to
the Intention to engage with ads on SNSs.
2.3.5 Relationship between intention and behavior
The behavioral intention to engagement to view advertisement on SNSs (the
intention to engage with ads on SNSs), is the main target of this study. The intention
to conduct a behavior is understood as the strength or weakness of a person's readiness
to perform a specific behavior (Fisbein & Ajzen, 1975, p. 288). In this study, the
intention to engage with ads on SNSs is related to the intention of the respondents to
perform click on ads on SNSs (e.g., Facebook) in order to probe information related to
the ads when appearing on SNSs. The most basic factor in TPB (Ajzen, 1991) is that
the evaluation of the customer's intentions to perform the behavior, that will give
advertisers the opportunity to observe customers how they implement their intentions.
The relationship between intention and behavior has been confirmed in variety
of studies involving different kind of behaviors, applied to research in different
circumstances. The term behavior in TPB model refers to the observable behavior,
which is done (or not done) in relation to a given purpose, in a certain situation, at a
determined time (Fishbien & Ajzen, 1975). Ajzen also claimed that behavior is a
function of compatible intentions and perceptions of behavioral control. In this paper,

31
as stated in the introduction, the enjoyment of ads on SNSs should be deemed as a
behavior of clicking on ads that appear on users' SNSs to look for more information
related to ads. The behavior of engagement with ads on SNSs is therefore suitable for
group of behaviors explained by TPB theory.
Besides, many studies have been carried out to find the link between intent and
online behavior and social network. Typically, the research by Shih and Fang (2004)
found that intention to use Internet banking is positively related to Internet bank
customer behavior. George (2002) also found a significant and positive impact of
intention on Internet purchasing behavior. In SNSs conditions, the study of Muk
(2013), the young consumers’ intention to participate in the brands on social-
networking sites positively affected the intention to purchase products or services
from this site. Similarly, Chin et al. (2015) demonstrated that behavioral intention had
a positive impact on actual behaviors. In details, the research has explored the
motivation and behavior of Facebook users when clicking the “Like” button. 743
university student Facebook users were involved in the survey in this study. In general,
a behavior can be predicted by the intention to perform actual behavior with
significant accuracy (Ajzen, 1991). Therefore, it would be reasonable to assume that
there exists a relationship between the intention to enjoy ads and the actual behavior
of engagement with ads on SNSs. The hypothesis suggested in this paper is:
H5: The intention to engage with ads on SNSs is positively related to actual
behavior of engagement with ads on SNSs.

32
2.3.6 Control Variables
The author adds some other control variables that applied in previous studies
that may affect the intention to engage with ads on SNSs and behavior of enjoying ads
on SNSs. Specifically, the author adds demographic variables such as gender, age,
education level, and income which have been proved to be related to dependent
variables in similar studies (Mir, 2014; Koh et al., 2005). In this paper, therefore,
although the author does not develop a new related hypothesis, these control variables
are still included in the testing model.
CHAPTER 3. RESEARCH DESIGN AND
METHODOLOGY
In this chapter, the formation of conceptual model and research hypotheses
will be presented briefly. Then, the measurement structure for the variables will be
discussed in detail. Finally, samples and data collection and analysis procedures
applied in this research are all explained.
3.1 The Conceptual Model
The study researches the relationships among variables and based on results of
the literature review, the conceptual model was developed and shown in Figure 3.1:

33
Figure 3.1 The research framework
3.2 Research Hypotheses
According to the research objectives and the literature review, the research
hypotheses have been developed as follows:
H1: Attitude toward ads on SNSs is positively related to the Intention to engage with
ads on SNSs.
H2a: The involvement in ads positively moderates the relationship between attitude
and intention to engage with ads on SNSs.
H2b: Trust in SNSs positively moderates the relationship between attitude and
intention to engage with ads on SNSs.
H2c: brand trust positively moderates the relationship between attitude and intention
to engage with ads on SNSs.
H3: Subjective norm toward ads on SNSs is positively related to the Intention to
engage with ads on SNSs.
H5

34
H4: Perceived behavioral control toward ads on SNSs is positively related to the
Intention to engage with ads on SNSs.
H5: The intention to engage with ads on SNSs is positively related to actual behavior
of engagement with ads on SNSs.
3.3 Construct Measurement
Based on the extant literature, the author re-customize the items to suit for the
purpose of this research and the situation in Vietnam. Most of the scales will be in the
form of 7-point Likert scale which help consolidate the research results. The
measurement is presented in following part:
First of all, attitude towards advertising is a variable which many scholars
preferred, there are a variety of scales for this variable. However, almost scales
revolve around questions that reflect the perceived and emotional feelings of the
respondents (e.g., good/bad; positive/negative; like/dislike). In context of SNSs, to
study the attitude of customers towards advertising on this environment, the author
borrow the scales adapted from Boateng and Okoe (2015). According to Boateng and
Okoe, four items were used to measure the attitude towards social media advertising,
and they are constructed in a five-point Likert scale; 1 = strongly disagree, 2 =
disagree, 3 = neutral, 4 = agree, and 5 = strongly agree. However, to increase the level
of detail in the research results, the author will change to the 7-point Likert Scale: 1 =
strongly Disagree, 2 = moderately disagree, 3 = slightly disagree, 4 = neither agree nor
disagree, 5 = slightly agree, 6 = moderately agree, 7 = strongly agree. Specifically, the
items are defined in Table 3.1. This scale was also applied to measure attitude towards
Web advertising in some studies, namely Wolin and Korgaonkar (2002), Wang and

35
Sun (2010).
Table 3.1 Items in the Attitude
1. Overall, I consider advertising on Facebook a good thing
2. Overall, I like advertising on Facebook
3. I consider advertising on Facebook very essential
4. I would describe my overall attitude toward advertising on Facebook very
favorably
Note. Adapted from Boateng and Okoe (2015)
To measure the involvement of respondents in ads on SNSs, this study refers
to the questionnaire items of involvement designed by Zaichkowsky (1994). This was
a context-free measure applicable to involvement with products, with advertisements,
and with purchase situations. Zaichkowsky has extended the construct validation of
personal involvement inventory to involvement with advertisements and also
demonstrated that it should be reliably reduced from original 20 items down to 10
items. However, as mentioned above, this is context-free measurement, in this study
the scale will be re-developed to suit the research context related to advertisement on
SNSs and situation in Vietnam. Therefore, seven out of ten items will be employed
officially in the scale of user’s involvement in Facebook ads and also base on 7-points
Likert scale, which are shown in Table 3.2. Besides, these items aims to measure the
perceived level of Facebook users about the appearance of ads on their personal
Facebook, and how these ads affect them. This is to discover more about the
moderating role of Involvement in SNSs ads on the relationship between attitude and
intention.

36
Table 3.2 Items in the Involvement
To me, ads on Facebook is __________
1. important
2. interesting
3. relevant
4. exciting
5. valuable
6. involving
7. needed
Note. Adapted from Zaichkowsky (1994)
The scale of Trust in SNSs and Brand trust is derived from the measurement
given by Kananukul et al. (2014). Additional, to increase the relevance for the context
of SNSs, the items of brand trust are the combination of researches of Kananukul et al.
(2014) and Laroche et al. (2012). The purpose is to measure user’s perception towards
the SNSs they are using, along with the belief they give for their favorite brand
communities on SNSs. Both of scales use a 7-point rating of agreement and all items
are displayed in Table 3.3 and Table 3.4.
Table 3.3 Items in the Trust in SNSs

37
1. I feel that Facebook would act in a consumer’s best interests
2. I believe that Facebook continues to be a good source of information about
products/services over the long term, thus enhancing my confidence.
3. I feel confident that I can rely on Facebook when I need information about
products/services of this nature
4. I trust Facebook in providing accurate information about products/services
5. I am comfortable making comments and/or sharing ideas with others about
products/services on Facebook
6. Based on my past and present experiences, I believe that Facebook deserves my
trust
Note. Adapted from Kananukul et al. (2014)
Table 3.4 Items in the Brand Trust
I feel that _______________
1. My favorite brand community on Facebook gives me everything that I expect
out of it.
2. I rely on my brand community on Facebook
3. My favorite brand community on Facebook never disappoints me
Note. Adapted from Laroche et al. (2012).
The second antecedent to intention is subjective norms, which refer to a
person’s perceived social pressure to perform or not perform a behavior (Ajen, 1991).
To build this scale, Gironda and Korgaonkar (2014) emphasized the role of normative
influences, which deconstruct subjective morns into relevant reference groups, namely
individual’s friends or family. In the context of SNS, this should also hold and
influence an individual’s intentions, the statements are similar to Ajzen's research.

38
Gironda and Korgaonkar (2014) examined consumer motivations to use social
networking sites for three distinct activities: (1) general SNS usage, (2) the engage of
business’s SNS page and (3) clicking on an ads appearing on a SNS. Due to the
similarity of SNS research context, the two items of subjective norm given by Gironda
and Korgaonkar (2014) should be borrowed for this study, in the form of 7-point
Likert rating and presented in the Table 3.5.
Table 3.5 Items in the Subjective Norm
1. Most people who are important to me would feel that watching ads on
Facebook is good
2. Most people who are important to me would feel that watching ads on
Facebook is useful
Note. Adapted from Gironda and Korgaonkar (2014)
The final antecedent of behavioral intention in the TPB is perceived behavioral
control (PBC) (Ajzen, 1991). In the research of application of TPB in predicting user
acceptance of online video services, the findings demonstrated that PBC was the
largest contributor to predicting intention to use online video services (Truong, 2009).
From the perspective of social network advertising, video ads, banner ads also
extensively expose on Facebook Newfeeds. Similarly, the nature of banner ads and
video ads format is also a significant similarity, thus the PBC’s items in the study by
Truong (2009) may reflect a similar point of view in the context of SNSs. There are
three items in 7-point Likert scale reworded from Truong (2009) to examine the

39
degree of perceived behavioral control of SNSs users, and the items are shown in
Table 3.6
Table 3.6 Items in the Perceived Behavioral Control
When I see ads appear on Facebook, __________________
1. I am free to engage with Facebook ads as I want to
2. Engaging in Facebook ads is entirely in my choice
3. I can choose the Facebook ads I want to engage with
Note. Adapted from Truong (2009)
In the research of online social networking communities playing the center
stage of E-commerce in China, Zeng et al. (2009) has exploited the behavioral
intentions to accept advertising in online communities by proposing the assumptions
that the more relevant the ads message to consumer, the more likely the message can
affect to consumers’ attitudes positively and influence their behavioral responses to
the ads. There were three items used to test this assumption and relative to the
behavioral intention to perform the click on ads displaying on social networking
communities. Besides, to form dimension for actual behavior relating to engage in ads
on SNSs, the author borrowed two more items from Mir's study (2014) to support this
study. Mir (2014) investigated the impact of pre-purchase search motivation on user
attitudes for online social network advertising. To measure the behavior of Ad-
Clicking scale, Mir (2014) applied two items: “I often click on SNS banner ads” and
“I often click on ads shown on my SNS profile”. Similarly, in this study will edit the
two items 7-point Likert scale borrowed from Mir’s study which are relevant to the

40
context of behavior of engagement with ads on SNSs. The intention and actual
behavior dimensions are described in Table 3.7 and Table 3.8.
Table 3.7 Items in the Intention to engage with ads on SNSs
When I see the ads appear on Facebook relevant to me,
1. I will pay attention to ads shown on Facebook
2. I will click on ads shown on Facebook
3. I will search related information about ads shown on Facebook
Note. Adapted from Zeng et al. (2009)
Table 3.8 Items in the Behavior of engagement with ads on SNSs
1. I used to engage with ads shown on my Facebook New feeds
2. I used to engage with Facebook ads
Note. Adapted from Mir (2014)
3.4 Samples and Data Collection.
The two survey methods will be conducted, that are face-to-face questionnaire
survey and online survey on Google Form, to collect data and samples from the
customers who are above the age of 18 and currently residing in Ho Chi Minh City.
The target populations are those from all genders, education, occupation, monthly
income levels. Samples would be selected through convenience sampling.
Because research and survey questions are based on English materials and to
avoid the misunderstanding in answering data, the questionnaire is necessary to be

41
translated from English into Vietnamese. The questionnaire also includes screening
questions, ensuring the respondents were active Facebook users.
The survey is divided into two main parts. The first part is control factors
relating to respondents' SNSs using habits, including information seeking, social
interaction, and entertainment. The second part is relating to advertisement on SNSs,
including attitude, involvement, trust in SNSs, brand trust, subjective norms,
perceived behavioral control, intention, and behavior. The scale use 5-point Likert
scale, respondents will be asked to indicate their degree of agreement on a scale
ranging from “strongly disagree” to “strongly agree”.
Total 300 questionnaires will be randomly distributed explore the factors that
affect the behavior of engaging with ads on SNSs in Ho Chi Minh city from July to
October, 2019.
3.5 Data Analysis Procedures
After obtaining the required number of questionnaires, the collected data will
be code and input to SPSS 20.0 software. For the purpose of testing the hypotheses,
the following data analyses methods are employed: Descriptive Statistical Analysis,
3.5.1 Descriptive Statistical Analysis
This method of analysis is used to illustrate the frequency and the percentage
of each category of detailed information about the respondents. The objective is to
sight a general picture of SNSs users in Vietnam.

42
3.5.2 Validity and Reliability of the measurement constructs.
The role of validity and reliability are significantly important in the scientific
research. In practice, testing measures are never perfectly consistent. Reliability test
have been developed to estimate the effects of inconsistency on the accuracy of
measurement as well as to purify the measurement scales. In addition, validity is an
indication of the degree the degree to which evidence and theory support the
interpretations of test scores.
3.5.3 Confirmatory Factor Analysis
(cần bổ sung part này)
3.5.4 Internal consistency analysis (Cronbach’s alpha)
Cronbach’s alpha (α) is a measure of internal consistency, that is, how closely
related a set of items are as a group. It is considered to be a measure of scale reliability
and commonly used when there have multiple Likert questions in a
survey/questionnaire that form a scale and need to determine if the scale is reliable.
According to Robinson and Shaver (1973), a coefficient alpha greater than 0.7 means
that it has high reliability.
3.5.5 Correlation and Regression analysis
After testing of the reliability of the scale and EFA, the data will continue to be
conducted regression analysis to test research models and hypotheses. Additionally,
the three factors— age, education, monthly income — all have influence on attitude.
Hence, this study adopted age, education, monthly income as control variables to
avoid affecting outcomes.

43
Besides, Multiple Linear Regression is employed to explain the linear
relationship between the explanatory (independent) variables and response (dependent)
variable. The model is run each independent variable, control variable and moderator
variable to examine the impact of each independent variable on the dependent variable
relating to "behavior of engagement with ads on SNSs".
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Appendix A. Questionnaire (English Version)
Dear Respondent:
This academic research questionnaire seeks to investigate the factors affecting behavior of
engagement with advertisement on social networking sites in Vietnam. We sincerely invite you
to complete the questionnaire. No personal information will be public and keep it with
confidential. Please fill out the questionnaire as precisely as possible. Your support is crucial to
this research. We do appreciate your kindness support!
Sincerely yours,
Dayeh University
Graduate Institute of International Business Management
Advisor: 魏志雄
Graduate Student: Truong Thanh Luan
1. Do you currently use Facebook?
(1) Yes (2) No
2. Your age: (1) Under 18 (2) 18-25 (3) 26-30 (4) 31-35

51
(5) 36–40 (6) 41-45 (7) 46-50 (8) over 50
3. How long have you been using Facebook?
(1) Less than 6 months (2) 6 to 12 months (3) 1 to 3 years
(4) 4 to 6 years (5) 7 years or more
Next, please indicate your level of agreement to each of the following statements by
circling the appropriate score (scale from 1 to 7). There are 1. Strongly disagree 2.
Moderately disagree 3. Slightly disagree 4. Neither agree nor disagree 5. Slightly
agree 6. Moderately agree 7. Strongly agree
1. Overall, I consider advertising on Facebook a good thing 1 2 3 4 5 6 7
2. Overall, I like advertising on Facebook 1 2 3 4 5 6 7
3. I consider advertising on Facebook very essential 1 2 3 4 5 6 7
4. I would describe my overall attitude toward advertising on
Facebook very favorably
1 2 3 4 5 6 7
5. Ads on Facebook is important 1 2 3 4 5 6 7
6. Ads on Facebook is interesting 1 2 3 4 5 6 7
7. Ads on Facebook is relevant to me 1 2 3 4 5 6 7
8. Ads on Facebook is exciting 1 2 3 4 5 6 7
9. Ads on Facebook is valuable 1 2 3 4 5 6 7
10. Ads on Facebook is involving me 1 2 3 4 5 6 7
11. Ads on Facebook is needed 1 2 3 4 5 6 7
12. I feel that Facebook would act in a consumer’s best interests 1 2 3 4 5 6 7
13. I believe that Facebook continues to be a good source of
information about products/services over the long term, thus
enhancing my confidence.
1 2 3 4 5 6 7
14. I feel confident that I can rely on Facebook when I need information
about products/services.
1 2 3 4 5 6 7
15. I trust Facebook in providing accurate information about
products/services
1 2 3 4 5 6 7
16. I am comfortable making comments and/or sharing ideas with
others about products/services on Facebook
1 2 3 4 5 6 7
17. Based on my past and present experiences, I believe that Facebook
deserves my trust
1 2 3 4 5 6 7
18. My favorite brand community on Facebook gives me everything 1 2 3 4 5 6 7

52
that I expect out of it
19. I rely on my brand community on Facebook 1 2 3 4 5 6 7
20. My favorite brand community on Facebook never disappoints me 1 2 3 4 5 6 7
21. Most people who are important to me would feel that watching ads
on Facebook is good
1 2 3 4 5 6 7
22. Most people who are important to me would feel that watching ads
on Facebook is useful
1 2 3 4 5 6 7
23. I feel free to engage with Facebook ads as I want to 1 2 3 4 5 6 7
24. Engaging in Facebook ads is entirely in my choice 1 2 3 4 5 6 7
25. I can choose the Facebook ads I want to engage with 1 2 3 4 5 6 7
26. I will pay attention to ads shown on Facebook when I see it relevant
to me
1 2 3 4 5 6 7
27. I will click on ads shown on Facebook when I see it relevant to me 1 2 3 4 5 6 7
28. I will search related information about ads shown on Facebook
when I see it relevant to me
1 2 3 4 5 6 7
29. I used to engage with ads shown on my Facebook New feeds 1 2 3 4 5 6 7
30. I used to engage with Facebook ads 1 2 3 4 5 6 7
Information: please circle a best answer. Your personal information will be kept
confidential.
1. Gender: (1) Male (2) Female
2. Area: (1) Southern Vietnam (2) Northern Vietnam
(3) Central Vietnam (4) Others: ____________
3. Education: (1) High School (2) College/University (3) Graduate
4.Occupation: (1) Student (2) Official employee (3) Business Owner
(4) Freelancer (5) housekeeper (6) Others
5. Monthly Income: (1) Under 250 USD (2) 251 – 500 USD
(3) 500 – 1000 USD (4) Over 1000 USD
The questionnaire ends here. Thanks for your help!

53
Appendix A. Questionnaire (Vietnamese Version)
KHẢO SÁT THAM GIA VÀ XEM QUẢNG CÁO TRÊN MẠNG XÃ HỘI
Xin trân trọng cảm ơn anh/chị đã đồng ý tham gia khảo sát xã hội học của
chúng tôi. Kết quả khảo sát chỉ nhằm mục đích phục vụ nghiên cứu luận án nghiên
cứu sinh về quảng cáo trên mạng xã hội (Mạng xã hội được đề cập đến trong toàn bộ
khảo sát này là Facebook). Câu trả lời của anh/chị sẽ giúp chúng tôi có những số liệu
đúng đắn để thực hiện tốt luận án nghiên cứu sinh. Tất cả những thông tin cá nhân của
anh/chị sẽ được mã hóa và bảo mật tuyệt đối.
Chân thành cảm ơn sự giúp đỡ của các anh chị!
1. Anh/chị có hiện đang sử dụng mạng xã hội Facebook không?
(1) Có (2) Không
2. Tuổi hiện tại của anh/chị:
(1) dưới 18 (2) 18-25 (3) 26-30 (4) 31-35

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