EXPLORING THE RELATIONSHIPS AMONG SOCIAL BENEFITS, ONLINE SOCIAL NETWORK DEPENDENCY, SATISFACTION, AND YOUTH?S HABIT FORMATION
Keywords:Social Benefits, Online Social Network Dependency, Satisfaction, Habit Formation
Online social network is one of the biggest Internet phenomenon, which has attracted the interest of many marketers and psychologists who wanted to understand social network users? behavior. Recognizing the lack of theoretical and empirical attention that has been given to this field, especially in Vietnam market, this study was conducted to examine the relationships among social benefits, online social network dependency,satisfaction, and youth?s habit formation in the context of Facebook. The findings of the study of 200 Facebook users indicated that the interrelationship among four factors of social benefits, online social network dependency, satisfaction, and habit formation affect each other. Indeed, dependency on online social network among the youth whose age ranged from 16 to 24 years old is significantly affected by social benefits factor and leads to the formation of habit. In addition, satisfaction plays a role in determining habitual Facebook use. This paper discusses theoretical and practical implication in marketing and psychology field.
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