|
Factors influencing the intention to continue using social media in 2–3-star hotels in Hanoi: An application of the Technology-Organization-Environment (TOE) Framework |
|---|---|
| รหัสดีโอไอ | |
| Creator | Huong Giang Vu |
| Title | Factors influencing the intention to continue using social media in 2–3-star hotels in Hanoi: An application of the Technology-Organization-Environment (TOE) Framework |
| Publisher | Hanoi Open University |
| Publication Year | 2568 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 77 - 92 |
| Keyword | 2 to 3-star hotels, social media application, TOE framework |
| URL Website | https://so13.tci-thaijo.org/index.php/AJMI |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | Based on an overview of previous studies on factors influencing behavioral intentions, this study proposes a research model consisting of eight factors classified into three groups: technological, organizational, and environmental contexts, to examine their impact on the intention to continue using social media communication among 2 to 3-star hotels in Hanoi, Vietnam. The research employed a mixed-method approach, including a qualitative phase for model refinement and a quantitative phase for model validation. Data wascollected through a survey of 160 respondents from 2 to 3-star hotel businesses in Hanoi, ensuring statistical validity. The findings reveal that all eight proposed factors have a significant impact on the intention to continue using social media. These factors collectively explain 63.3% of the variance in the intention to continue using social media communication, while the remaining 36.7% is attributed to external factors and random errors. The ranking of the factors' influence from highest to lowest is as follows: compatibility, technological readiness, top management support, legal environment, customer pressure, relative advantage, ease of use, and competitive pressure. This study contributes to the existing literature by addressing a research gap in exploring the continued use of social media in small and medium-sized hotels, an area that has received limited attention. Theoretically, the study expands the application of the Technology-Organization-Environment (TOE) framework in the hospitality sector. Practically, the findings provide valuable implications for hotel managers to formulate appropriate strategies for enhancing social media effectiveness, strengthening customer engagement, and improving long-term business performance. |
