Using Behavior of Social Network: Bayesian Consideration

Abstract

In Vietnam, social media platforms such as Facebook, ZaLo, Youtube, and others have swiftly become a significant and indispensable part of many people's lives, particularly among the younger generations. It plays a significant function and has a significant impact on people. The author proposes a study model with five independent components based on past studies' theoretical foundations and specific information from contemporary research publications: Social influence (SI), Using motivation (UM), Perceived ease of use (PEU), Attitude (ATT) and Perception of usefulness (PU) and a dependent variable is Using the behavior of social network (BSN). An online survey with 147 samples was used to gain analytical data. The findings of the study revealed that two things have a beneficial impact on using the behavior of social networks (BSN). Attitude (ATT) and Perception of usefulness (PU) impact Using the behavior of social network (BSN) is 56.5%. BIC determines the best option, and two variables have a 79.5 percent chance. Then, for each element, we provide the management implications to assist managers in helping businesses improve and improve efficiency while also ensuring that clients remember the social network. This research employs the best BIC for the social network in the Vietnam market.