An empirical study on message forwarding on social networking sites: a sample of Vietnamese users

The study aimed to explore the influence of message perceptions, social identity, and subjective norms on message-forwarding intentions among users on social networking sites (SNS). Integration of the information adoption model and the technology adoption model 2 was used as a theoretical background. With a sample of 350 participants, the study attempted to investigate the relationships among the constructs. SPSS and AMOS were used to perform statistical analysis. The findings showed that: 1) the message quality and the credibility of the message source affect users' perceived message usefulness; 2) users' sense of social identity with the SNS affects their subjective norm of the community; 3) the expectations and opinions of community members affect users' intentions to forward messages; 4) users' message perceptions (e.g., perceived message usefulness, playfulness) have a positive impact on their forwarding intentions. Finally, the findings can provide SNS operators and researchers with some insights.