What Make Cambodian Facebook Users Participate in and Discuss about Political Issues : An Integrated Model of UTAUT and CVM
- 주제(키워드) International Business Management
- 발행기관 아주대학교
- 지도교수 Sung-Byung Yang
- 발행년도 2015
- 제출일 2014-12-18
- 학위수여년월 2015. 2
- 학위명 석사
- 학과 국제대학원 국제경제학과
- 파일정보 Cambodia case
- 실제URI http://www.dcollection.net/handler/ajou/000000018343
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
As more scholars have tended to discover about online roles in public political environment, most of them have only focused on the participatory factors which may influence their targeted participants’ behavior, and ended up their investigation at the intentional realms, then ultimately leave their assumptions. This study argues that just finding the influencing factors is not enough. Therefore, instead of just finding what have caused Cambodian Facebook users to participate in political discussion via Facebook, we have investigated even further by finding how strong actual behavior is impacted by their intention. We integrated UTAUT with CVM in this research, and examine on how performance expectancy, effort expectancy, social influence, facilitating conditions, political interests, and experience influence Cambodian Facebook users’ political discussion via Facebook. The analysis results of 256 Facebook users show that their intention to participate in political discussion via Facebook is strongly influenced by their personal political interest, followed by social influence. Astonishingly, even though their intention behavior was found to be strongly influenced by these two motivational variables, their actual behavior is very low. Both theoretical and practical implications are provided along with some contributions and limitations for future researchers. Keywords: Political Participation, Online Political Discussion, Social Networking Site, Facebook, UTAUT, CVM, Cambodia
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Table of Contents
Abstract ....................................................................................................................... i
Acknowledgement ..................................................................................................... ii
Table of Contents .................................................................................................... iii
List of Tables .............................................................................................................. v
List of Figures ............................................................................................................ v
Chapter I: Introduction ........................................................................................... 1
1.1. Research Background ....................................................................................... 1
1.2. Research Objectives ......................................................................................... 2
1.3. Research Structure ........................................................................................... 4
Chapter II: Theoretical Background ...................................................................... 6
2.1. Political Discussion Using Facebook in Cambodia .......................................... 6
2.1.1.Overview on Cambodia’s Current Political Situation ............................... 6
2.1.2.Overview on Political Discussion Using Facebook in Cambodia ............. 7
2.2. Literature Review ............................................................................................. 8
2.2.1.Reviews on Existing Studies of Political Discussion / Participation ......... 8
2.3. An Integrated Model for Political Discussion Using Facebook ..................... 10
2.3.1.Unified Theory of Acceptance and Use of Technology (UTAUT) ........... 10
2.3.2.Civic Voluntarism Model (CVM) .............................................................. 10
Chapter III: Research Model and Hypotheses Development .............................. 12
3.1.Research Model ............................................................................................... 12
3.2.Hypotheses Development ................................................................................ 13
3.2.1.Relationship between Intention to Participate and Actual Behavior ......... 13
3.2.2.Influencing Factors .................................................................................... 13
3.2.3.Control Variables ....................................................................................... 18
Chapter IV: Research Methodology ...................................................................... 19
4.1.Measurements .................................................................................................. 19
4.2.Data Collection ................................................................................................ 20
Chapter V: Data Analysis and Results .................................................................. 23
5.1.Measurements Model ...................................................................................... 23
5.1.1.Descriptive Statistics .................................................................................. 23
5.1.2.Results of Convergent Validity and Reliability ......................................... 24
5.1.3.Results of Discriminant Validity ............................................................... 25
5.2.Structural Model and Findings ........................................................................ 26
Chapter VI: Discussion and Conclusion ............................................................... 29
6.1.Result Findings ................................................................................................ 29
6.2.The Mediating Effect Tests ............................................................................. 32
6.3.Theoretical Implications .................................................................................. 33
6.4.Practical Implications ...................................................................................... 33
6.5.Summary of the Research................................................................................ 36
6.6.Limitations and Future Research ..................................................................... 37
References ................................................................................................................ 38
Appendix A: Summary of Previous Studies............................................................. 44
Appendix B: Questionnaires in English ................................................................... 47
Appendix C: Questionnaires in Khmer Language ................................................... 51
List of Tables
Table 1: Definitions of Constructs ........................................................................... 19
Table 2: Demographic Statistics of Respondents (N = 256) .................................... 21
Table 3: Measurement Items .................................................................................... 23
Table 4: The Measurement Model Statistics ............................................................ 25
Table 5: Construct Correlation and Discriminant Validity ...................................... 26
Table 6: Summary of Hypotheses Testing Results ................................................... 28
Table 7: Results of Mediating Effect between FC and APD .................................... 32
List of Figures
Figure 1: Conceptual Framework of the Research ..................................................... 4
Figure 2: Research Procedure .................................................................................... 5
Figure 3: Original UTAUT Model ........................................................................... 10
Figure 4: The Civic Voluntarism Model .................................................................. 11
Figure 5: Research Model ........................................................................................ 12
Figure 6: Results of Research Model from SEM ..................................................... 27
