Factors influencing the intention to continue using social media in 2–3-star hotels. A case study in Hanoi, Vietnam

Abstract

Based on an overview of the researchs on factors influencing behavioral intentions, the study proposes a model with 8 factors divided into 3 groups of technological, organizational, and environmental contexts impacting the intention to continue using social media communication among 2 to 3-star hotels in Hanoi. The research model was validated using data collected from surveys. With 160 statistically valid questionnaires collected from the survey process, the research results indicated that all 8 proposed factors had an impact on the intention to continue using social media communication among 2 to 3-star hotel businesses in Hanoi. These 8 factors influenced 63.3% of the intention to continue using social media communication by 2 to 3-star hotel businesses in Hanoi, with the remaining 36.3% being attributed to external variables and random errors. The impact levels of each factor are ranked from highest to lowest as follows: Compatibility, technological readiness, top management support, legal environment, customer pressure, relative advantage, ease of use and competitive pressure.