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Satisfaction Of The Features Of Facebook

Executive sum-up:

In this epoch of societal networking, everybody connects with each other via societal networking sites such as Facebook, Twitter, My Space and others.

The chief undertaking of this survey is to find the current degree of satisfaction of Facebook users and pull a decision which will assist Facebook maintain and increase their client trueness and market portion. The procedure starts by placing the chief factors that influence Facebook users and so develop a suited market research scheme towards it.

A brief debut and background of societal networking helps the research workers to develop research constituents of the survey. Secondary information was collected to place the current state of affairs of Facebook and its market portion, followed by the grounds why people use Facebook and how the different characteristics influence their overall satisfaction with Facebook. For illustration: sharing information, games, third-party applications, etc.

After the aggregation of secondary informations, a sample questionnaire was designed to roll up responses from users belonging to different age groups and businesss. A study has been conducted and 200 people in the University of Leeds participated during research procedure. Relationship between dependant and independent variables was tested by utilizing suited statistical methods.

The consequences stated:

The effectivity of all the characteristics of Facebook stated in the conceptual theoretical account and the relationship between their importance and the degree of satisfaction.

The relationship between the satisfaction degree of the single characteristics of Facebook and the overall satisfaction with Facebook.

The relationship between gender and age group and the overall satisfaction of Facebook.

Contentss

Page

1 Introduction

2 Background

3 Research Problem Definition

3.1 Management Problem

3.2 Research Problem

3.3 Research Objective

4 Research Approach Development

4.1 Literature Review

4.2 Conceptual Model

4.2.1 Research Questions and Hypotheses

5 Research Design & A ; Methodology

5.1 Research Design

5.2 Secondary Research Methodology

5.3 Primary Research

5.3.1 Research Approach

5.3.2 Sampling Design

5.3.3 Questionnaire Design

5.3.4 Fieldwork

5.3.5 Analytic Issues

6 Consequences and Analysis

6.1 Consequences

6.2 Hypothesis Testing

7 Conclusion & A ; Recommendations

7.1 Decision

7.2 Recommendations

7.3 Restriction

Mentions

Appendixs

Introduction and Background

Introduction to societal webs

Social networking sites are a platform where people communicate and/ or construct relationships with each other through the cyberspace and have become popular throughout the universe in the 21st century. Saarinen ‘s ( 2010 ) surveies show that the first societal networking site, “ The Wall ” was launched in California in 1985, whereas presently there are more than 20 societal networking sites throughout the universe.

Presents, merriment, entree velocity and user-friendly web pages enjoy the precedence in the societal networking design. Prior to these characteristics, broad entree for people to make every portion of the universe was the nucleus of societal networking sites. With all the characteristics, people can portion information, exposure, pictures and update each other about their lives. They can widen their societal life by utilizing the cyberspace and can even happen a spouse or a occupation via these societal networking sites. However, since all personal information is uploaded on the platform, it could be argued that this platform has turned out to go a beginning of condemnable activity and individuality larceny.

Today, the planetary market portion of societal networking sites could be divided into four chief web sites: Facebook ( 2004 ) , Youtube ( 2005 ) , Myspace ( 2003 ) and Twitter ( 2006 ) , among which Facebook presently is the most popular.

Background

Background information of Facebook

The aim of this essay is to analyze the positive feedback of Facebook and happen out how Facebook could keep or increase its market portion.

Facebook ( Facebook, 2004 ) :

Facebook, founded in February 2004, is one of the most-trafficked sites in the universe and has over 500 million active users. Facebook ‘s mission is to give people the chance to portion and do the universe more unfastened and connected.

SWOT Analysis of Facebook:

Strength

Failing

Authenticity

Multiple characteristics

Privacy

Banned in some states

Opportunities

Menaces

Translation installation

Widespread web

Change in life style

Competition

Data aggregation by 3rd party selling companies

Research Problem Definition

3.1 Management Problem

Among the ferocious competition from the of all time turning figure of societal networking companies, Facebook Inc. invariably innovates to run into the satisfaction of every user such as the Facebook application for smart phone users and the user-friendly web page. Hence the direction job for Facebook Inc. is: How can Facebook keep its current clients and make client satisfaction?

3.2 Research Problem

An in-depth survey will concentrate on what feature/ features users value most and to find the penchants and possible betterment for Facebook Inc. to heighten their market portion.

3.3 Research Objective

The purpose of the research is to find how the different users of Facebook evaluate its different characteristics and besides to place which of these characteristics create the most satisfaction for users. Therefore the aims of this research are

aˆ? To find what Facebook users think of the assorted characteristics.

aˆ? To place the characteristics that offer users the most satisfaction.

aˆ? To propose new characteristics that can pull current and possible users.

Research Approach Development

4.1 Literature Review

In recent old ages, the manner how people use cyberspace to pass on with others has changed. Peoples now tend to utilize societal networking to interact with friends and portion information in different contexts ( Mark Zuckerberg, 2010 ) . This is one of the primary grounds why such societal networking sites like Facebook, MySpace and Twitter have nowadays become more and more popular.

Harmonizing to Mintel, societal webs are an on-line platform for users to pass on in assorted ways for case, instant messaging, voice and picture chatting, bet oning and sharing exposures, information, even discoursing. ( Mintel, 2010 )

The cardinal success for a societal networking is the figure of users. A big figure of surveies and articles analyzing how users choose their ain societal web, were published in recent old ages.

With the thorough incursion of web installation among public and the decrease in the monetary value of the cyberspace, assorted societal networking sites reached their impregnation in 2008. And as for now, the well-known societal networking website Facebook dominates bulk of the societal networking market portion.

Facebook was founded in 2004 by Mark Zuckerberg, a Havard pupil, . With more than 70 interlingual renditions available on the site and largely 70 % of users outside the United States, Facebook is one of ten largest societal networking sites over the universe. It has more than 500 million users around the universe, with half figure of active user utilizing Facebook about every twenty-four hours. There are over 900 million objects that people interact with ( pages, groups, events ) and they spend over 700 billion proceedingss per month on Facebook ( Facebook Press Room, 2010 ) .

Peoples are now being more comfy sharing their personal information online with others than earlier. In October 2010, Facebook announced that some popular applications, including the game FarmVille, had improperly shared information about users and their friends to advertizers and net tracking companies. The company was still looking at ways to forestall it from go oning once more. They are seeking to specify the criterions for privateness in this cyberspace age ( The New York Times, 2010 ) .

“ As grownups, by and big, we think of the place as a really private infinite aˆ¦ for immature people it ‘s non a private infinite. They have no control over who comes in and out of their room, or who comes in and out of their house. As a consequence, the on-line universe feels more private because it feels like it has more control ” ( Johnson, 2010 ) .

Interface, interaction with other group of friends or household, amusement is besides being amongst the top standards when people choose to remain with Facebook. The New York Times mentioned that, like other societal webs, Facebook ‘s users can make their ain profile page and forge on-line links with their friends and familiarities. That ‘s the manner they distinguished itself from their challengers, partially by enforcing a Spartan design ethos and restricting how users can alter the visual aspect of their profile pages. That has reduced ocular jumble and menaces like Spam, advertisements which plague challengers ( Wyld, 2010 ) .

In the following article analysis by Kevin Allison and Richard Waters ( 2007 ) in Financial Times, they pointed out that Facebook wants to go the universe ‘s most popular exposure sharing web site, in front of popular sites such as Yahoo and Flickr because many people who use societal webs besides want to portion their images and images with friends, household and the populace. On the other manus, they allow outside companies to establish 1000s of characteristics and applications on Facebook ‘s package platform, which enable users to play games, maintain path of their music and movies.

Another job for Facebook is: how to protect their client ‘s personal information from advertizers and other selling organisations. A recent survey about Facebook ‘s characteristics and how it affects users ‘ privateness on Personal computer World stated that: “ Facebook is about to acquire a batch more personal and dig deeper into you and your friends ‘ likes, disfavors, and what you do online ” ( Paul, 2010 ) . He mentioned approximately five new Facebook features that will hold an impact on the client ‘s privateness, but Facebook has its ain policies protecting their user from others who want to utilize their personal information. Basically, Facebook ‘s policies province that a third-party web site or company can non sell your informations or make much more than usage it in relation to your Facebook history.

Among all the popular societal networking web sites such as Bebo, MySpace.com, LinkedIn, Twitter and Friends Reunited, Facebook achieves and keep its success through rapid invention in the market topographic point. The users ‘ long hours spent on Facebook enables its immense net income by selling advertisement infinite. The more gross they gain from the limited ad infinite, the more elect staff they can engage, which is the cardinal component to vouch their market topographic point. Therefore, Facebook becomes the first to follow nomadic applications, third-party applications and integrating with electronic mail and music. Following measure for Facebook is to integrate e-commerce within the site which would supply the users with the pleasance of both socialising and shopping ( Social Networking, Leisure Intelligence, April 2010 ) .

In this win-win state of affairs, Facebook would happen assorted ways to fulfill their users in order to hold their users spend their cherished clip on their site. Therefore, based on the selling research methodological analysis, this essay would be dedicated to analyzing what is the users ‘ involvement tendency is and what features they value most.

4.2 Conceptual Model

The research workers observed from the literature reappraisal, that the satisfaction of the undermentioned characteristics influences the satisfaction of Facebook. In order to carry on the research, the conceptual theoretical account has been formed as below.

Facebook Features

Picture uploading

Picture labeling

Games

Gender

Translation installations

Satisfaction of different characteristics

Satisfaction with Facebook

Like characteristic

Social/group set-up

Age group

Event and birthday presentments

Status updates

The wall

Privacy scenes

Independent Variable Dependent-Independent Dependent Variable Variable

4.2.1 Research Questions and Hypotheses

Research question1: Is there a important relationship between the importance of image uploading characteristic of Facebook and its satisfaction?

H1: There is a important relationship between the importance of image uploading and its satisfaction degree.

Research inquiry 2: Is at that place a important relationship between the importance of image labeling characteristic of Facebook and its satisfaction?

H2: There is a important relationship between the importance of image tagging and its satisfaction degree.

Research inquiry 3: Is at that place a important relationship between the importance of interlingual rendition installations characteristic of Facebook and its satisfaction?

H3: There is a important relationship between the importance of interlingual rendition installations and its satisfaction degree.

Research inquiry 4: Is at that place a important relationship between the importance of Facebook being a social/group set up and its satisfaction?

H4: There is a important relationship between the importance of social/ group set up and its satisfaction degree.

Research inquiry 5: Is at that place a important relationship between the importance of event and birthday presentments characteristic of Facebook and its satisfaction?

H5: There is a important relationship between the importance of event and birthday presentments and its satisfaction degree.

Research inquiry 6: Is at that place a important relationship between the importance of position updates characteristic of Facebook and its satisfaction?

H6: There is a important relationship between the importance of position updates and its satisfaction degree.

Research inquiry 7: Is at that place a important relationship between the importance of similar characteristic of Facebook and its satisfaction?

H7: There is a important relationship between the importance of similar characteristic and its satisfaction degree.

Research inquiry 8: Is at that place a important relationship between the importance of the wall characteristic of Facebook and its satisfaction?

H8: There is a important relationship between the importance of the wall and its satisfaction degree.

Research inquiry 9: Is at that place a important relationship between the importance of the games characteristic of Facebook and its satisfaction?

H9: There is a important relationship between the importance of games and its satisfaction degree.

Research inquiry 10: Is at that place a important relationship between the importance of privateness scenes characteristic of Facebook and its satisfaction?

H10: There is a important relationship between the importance of privateness scenes and its satisfaction degree.

Research inquiry 11: Is at that place a important correlativity between the satisfaction degrees of the characteristic towards the overall satisfaction of Facebook?

H11: There is a important relationship between the characteristics ‘ satisfaction and the overall satisfaction of Facebook.

Research inquiry 12: Is at that place a important relationship between the demographics of the respondents and the satisfaction of Facebook?

H12a: There is a important relationship between gender and satisfaction of Facebook.

H12b: There is a important relationship between age group and satisfaction of Facebook.

Research Design and Methodology

5.1 Research Design

The aim of this research is to happen out: what features of Facebook can assist and keep client satisfaction. In order to happen out the reply to the research inquiry, research is to be carried out. Descriptive research is a type of conclusive research and is peculiarly utile when research inquiries seek to depict a market phenomenon ( Malhotra, 2009 ) . Here we have to happen out that the assorted characteristics of Facebook are the ground why users choose Facebook over other societal networking sites and how it satisfies the client. Besides what are the factors that Facebook users rate as of import when they use Facebook and there is a important correlativity between importance and satisfaction of Facebook ‘s characteristics.

5.2 Secondary Research Methodology

Scrutiny into the bing research provides us with the generalised consequence that societal webs are basking big popularity these yearss. Among all these societal networking sites, Facebook is on the top of the ranking with least publicity outgo ( Mintel, 2009 ) . Therefore, the survey based on Facebook ‘s assorted characteristics to happen how Facebook maintains its market portion and analyze the grounds why users prefer Facebook over other societal networking sites such as MySpace, Bebo and Friends Reunited. The comparing between Facebook and Google Buzz, MySpace and Facebook in Mintel gave the information about the rivals of Facebook in the market.

Furthermore, the secondary information helped this research in footings of organizing certain variables in the questionnaire design like the integrating and e-commerce tendency of Facebook. However, the secondary research information was restricted to the overall satisfaction of different societal networking sites. On the footing of this restriction, the survey would research how Facebook keep its client satisfaction.

5.3 Primary Research

5.3.1 Research Approach

The primary research has been conducted by study attack because this attack is suited for a big figure of sample sizes which has series of inquiries ( Malhotra, 2009 ) . There are many instruments of study that can be used. For this research, questionnaire was chosen in order to roll up information. Malholtra describes questionnaire as an instrument that can mensurate respondents ‘ behaviour, demographic and features, attitudes and sentiments, and degree of cognition. In this research the questionnaires were distributed around Leeds country, chiefly the University of Leeds by the face to confront attack.

5.3.2 Sampling Design

Harmonizing to Maholtra, there are 2 types of trying techniques, viz. Probability trying techniques and Nonprobability trying techniques. Probability trying techniques will randomly choose the sampling, nevertheless for Nonprobability, the sampling will be chosen by the research worker. In this research, we use Nonprobability trying techniques with convenience sampling. The advantages of this technique are that it is cheap and can be done in a limited clip frame. But there are some drawbacks as good, for illustration, sometimes the trying group does non stand for the mark population. However, this technique appears to be the most suited for this research due to limited resources.

Elementss: Peoples in Leeds.

Sampling Unit of measurement: Peoples who use societal networking web sites.

Extent: Peoples who use Facebook.

Time Frame: The information was collected during 12-16 November 2010

Sampling Frame: The sample size was calculated based on the information from The Office for National Statistics ( 2010 ) . As per the information, the population of Leeds in 2008 was about 779,300 so the projection of population in 2010 is about 795,000.

Sample Size: The sample size was calculated harmonizing to statistic method ( Aton, 1995, cited by Palihawadana, 2010 ) . The research uses 95 % assurance degree therefore the figure of standard mistake is 1.96.

n = 2,500 x N x Z2

[ 25 ( N-1 ) ] + [ 2,500 x Z2 ]

n = Sample size required

N= Population size

Z = Number of standard mistakes

n = 2,500 x 795,000x 1.962

[ 25 ( 795,000-1 ) ] + [ 2,500×1.962 ]

n = 384

The sample size required is 384, nevertheless because of limited resources and clip restraints 200 questionnaires will be collected, that is 52 % of the needed sample size.

5.3.3 Questionnaire Design

Questionnaire is an organized list of inquiries for deriving information and primary informations from respondents ; nevertheless, it could besides be a major beginning of obtaining response mistake if designed falsely ( Malhotra and Birks, 2007 p371-2 ) . The research workers have followed the guidelines mentioned in Marketing Research An Applied Approach ( Malhotra and Birks, 2007 p375 ) to develop the questionnaire.

Information:

A reappraisal of the hypothesis, research inquiries and constituents of the attack AIDSs in stipulating the appropriate information needed for the survey. The questionnaire is designed in comprehension with the experience among the people in Leeds who use Facebook.

Content of single inquiries:

The content of the inquiries are determined based on the direction job and conceptual theoretical account of the research whereas the hypothesis is besides taken under consideration.

Question design:

Each inquiry in the questionnaire should be designed in a logical and good structured manner to take the respondents in supplying logical replies. Besides, simple linguistic communication should be used to avoid confusion or misinterpretation and prevent from obtaining sensitive information when planing the inquiries. Unambiguous words and affaire d’honneur statements that could act upon the computation truth of the graduated table are avoided in the questionnaire.

Question construction:

The questionnaire contains 14 inquiries.

Questions

Unstructured

Structured

Multiple-Choice

Dichotomous

Scales

Q2, Q4, Q4, Q10,

Q11, Q12, Q13, Q15

Q1, Q4, Q14

Q3, Q6, Q7, Q8, Q9

( Beginning: Malhotra, 2009 p338 )

Multiple-choice inquiries are used when respondents are extremely involved in societal webs and have a great cognition of Facebook. A broad scope of possible options are provided for respondents to find the suited reply.

The public-service corporation of dichotomous inquiries is designed in having a positive or negative response from the respondents.

Scales are used in order to understand the grade of importance of each factor which would impact consumer ‘s determination in taking a societal web and the pick of Facebook, besides the degree of satisfaction after utilizing Facebook. Each Scale inquiry is measured utilizing a 5-point Likert graduated table runing from “ 1- strongly disagree/ least of import ” to “ 5- strongly agree/ most of import ” .

Operationisation by the variable for questionnaire design:

Concept

Item

Beginning ( s )

The grounds for utilizing societal web

Keeping in touch with friends

Making new friends

Dating

Playing games

Sharing information

Sharing exposures

Promoting concern

The grounds why users use societal web are derived from Mintel

The importance of the characteristics of Facebook

Picture uploading

Picture labeling

Translation installations

Social/ group set up

Event and birthday presentments

Status updates

Like characteristic

The wall

Games

Privacy scenes

The characteristics of Facebook are derived from Facebook page and Mintel.

Satisfaction with Facebook characteristics

Picture uploading

Picture labeling

Translation installations

Social/ group set up

Event and birthday presentments

Status updates

Like characteristic

The wall

Games

Privacy scenes

The characteristics of Facebook are derived from Facebook page and Mintel.

The importance of why users use Facebook

Keeping in touch with friends

Making new friends

Dating

Playing games

Sharing information

Sharing exposures

Promoting concern

The grounds why users use Facebook are derived from the grounds why users use societal webs which are obtained from Mintel.

Satisfaction degree towards the grounds why users use Facebook

Keeping in touch with friends

Making new friends

Dating

Playing games

Sharing information

Sharing exposures

Promoting concern

The grounds why users use Facebook are derived from the grounds why users use societal webs which are obtained from Mintel.

Overall satisfaction towards Facebook

Very disgruntled

Dissatisfied

Impersonal

Satisfied

Very satisfied

The characteristics that users dislike

Games notification/ invitation

Email presentment

Ad

The characteristics of Facebook are derived from the Facebook page.

Future alterations in bing Facebook

Group and picture chatting

Checking electronic mails on Facebook

Personal music list

E-commerce ( shopping )

The beginning of e-commerce is from Mintel.

Sequence for inquiries:

The questionnaire is divided into three classs as Part 1: General inquiries about societal webs ; Part 2: Attitude towards Facebook ; Part 3: Personal inside informations. The first portion of the questionnaire focuses on the general attitude of consumers towards utilizing societal webs. The 2nd portion of the questionnaire chiefly helps understand the grade of importance of the characteristics of Facebook and the satisfaction of consumers after utilizing them. The concluding portion of the full questionnaire is for roll uping demographic information about consumers.

Pilot Testing:

To place and better the possible jobs in the questionnaire, a pretest was carried out across 10 respondents in Leeds. Taking into history the answering and analysing troubles that had appeared during pretesting, alterations were made consequently.

5.3.4 Fieldwork

The sample size: 200 questionnaires were every bit divided amongst the 5 group members ( 40 each ) and information was collected from 12th November 2010 to 18th November 2010. Data was collected in the University of Leeds Business School, Campus and Student Residences from the users of Facebook life in Leeds.

5.3.5 Analytic Methods

In order to accurately prove the hypothesis utilizing the collected informations, research workers should take the suited method of analysis consequently. First, frequence distribution will be used to cipher the mean and the standard divergence of the respondents ‘ grade of importance for each of the characteristics of Facebook, the satisfaction degree of each of the Facebook characteristics, the overall satisfaction of Facebook and the demographic information. Second, bi-variate arrested development will be aimed at analyzing the relationship between an independent variable ( importance grade of the Facebook characteristics ) and a dependent variable ( satisfaction degree of the Facebook characteristics ) . Last, multiple arrested development is chosen to understand the relationship between a dependent variable and more than one independent variable.

Consequences and Hypothesiss

6.1 Consequences

6.1.1Respondents Profile

Gender

Amount ( N )

Percentage ( % )

Male

65

32.5

Female

135

67.5

Entire

200

100

Age Group

Amount ( N )

Percentage ( % )

20 and below

9

4.5

21-25

146

73.0

26-30

36

18.0

30 and above

9

4.5

Entire

200

100

Occupation

Amount ( N )

Percentage ( % )

Student/ University Student

195

97.5

Business

3

1.5

Service

0

0

Others

2

1

The tabular arraies of respondent profile show that 67.5 % of respondents are females, which is twice more than males. For age group, respondents are largely in the age group of 21-25, while 26-30 is the 2nd most antiphonal age group. The respondents are largely pupils or university pupils amounting about to 97 % .

6.1.2 The Importance of Facebook Features: The importance of Facebook characteristics were examined on a survey, on 5 point Likert graduated table. The consequences summarized in table below.

Features

Ten

Std. Deviation

Picture Uploading

3.86

1.07057

Picture Taging

3.5450

1.19798

Translation installations

2.2150

1.14689

Social/ Group set up

3.2400

1.05735

Event and birthday presentments

3.7800

1.03293

Status updates

3.5050

1.12976

Like characteristic

3.3650

1.11715

The wall

3.8800

1.02511

Games

2.3050

1.14390

Privacy Puting

3.8850

1.11264

The tabular array shows the importance of each characteristic when users use Facebook. It can be seen from the tabular array that most of the characteristics have been rated above 3 which means users think that most of the characteristics are indispensable when utilizing Facebook. The tabular array besides shows that respondents prioritize each characteristic every bit because the average mark of each characteristic is near to the others.

6.1.3 The Satisfaction degree of Facebook Features: The satisfaction degree of Facebook characteristics was examined by a survey, on 5 point likert graduated table. The consequences are summarized in table below.

Features

Ten

Std. Deviation

Picture Uploading

3.8750

1.01713

Picture Taging

3.8650

1.02569

Translation installations

2.8700

1.06714

Social/ Group set up

3.5750

.93743

Event and birthday presentments

3.9150

.93925

Status updates

3.8650

1.01584

Like characteristic

3.7100

1.03015

The wall

3.8850

1.02813

Games

2.8650

1.20166

Privacy Puting

3.3100

1.20464

The tabular array shows how users rate their satisfaction degree towards the characteristics of Facebook characteristics. It can be concluded that users are most satisfied with event and birthday presentments, the wall and image uploading severally. Users rated games to be the least satisfactory characteristic where the mean mark is 2.8650. However, the mean mark of each characteristic is in the mid graduated table scope which is around 3. Furthermore, people rated satisfaction degree of each characteristic adhering in the same scope harmonizing to standard divergence mark.

6.1.4 The Overall Satisfaction Level of Facebook: The overall satisfaction of Facebook was examined by a survey, on 5 point likert graduated table. The consequences are summarized in table below.

Overall Satisfaction

Ten

Std. Deviation

Facebook

3.9350

.72346

The tabular array shows users overall satisfaction with Facebook and they rated it in the same scope as the standard divergence mark.

6.2 Hypothesiss Testing

H1: There is a important relationship between the importance of image uploading and its satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of image uploading and its satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 81.267, df = 16, P = 0.0005 )

H2: There is a important relationship between the importance of image tagging and its satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of image tagging and its satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 168.255, df = 16, P = 0.0005 )

H3: There is a important relationship between the importance of interlingual rendition installations and their satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of interlingual rendition installations and their satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 97.589, df = 16, P = 0.0005 )

H4: There is a important relationship between the importance of social/ group set up and its satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of social/ group set up and its satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 142.257, df = 16, P = 0.0005 )

H5: There is a important relationship between the importance of event and birthday presentments and their satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of event and birthday presentments and their satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 130.583, df = 16, P = 0.0005 )

H6: There is a important relationship between the importance of position updates and its satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of position updates and their satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 187.561, df = 16, P = 0.0005 )

H7: There is a important relationship between the importance of similar characteristic and its satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of similar characteristic and its satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 119.186, df = 16, P = 0.0005 )

H8: There is a important relationship between the importance of the wall and its satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of the wall and its satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 143.941, df = 16, P = 0.0005 )

H9: There is a important relationship between the importance of games and their satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of games and their satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 82.551, df = 16, P = 0.0005 )

H10: There is a important relationship between the importance of privateness scenes and their satisfaction degree.

In order to prove the above hypothesis, a cross tabular matter between the importance of privateness scenes and their satisfaction degree was carried out. Chi-squared trial was used to statistically analyze whether there is a important relationship between the two variables. The consequences of the trial supported the hypothesis at P & lt ; 0.01 degree. ( X2 = 119.186, df = 16, P = 0.0005 )

H11: There is a important relationship between the characteristics ‘ satisfaction and the overall satisfaction of Facebook.

In order to put the above hypothesis, a multiple arrested development analysis utilizing the Enter Method was used to mensurate the correlativities between 10 independent variables ( the satisfaction degree of each characteristic, viz. image uploading, image tagging, interlingual rendition installations, social/ group set up, event and birthday presentments, position updates, like characteristic, the wall, games, and privateness scenes ) and the dependent variable ; ( the overall satisfaction of Facebook ) . A important theoretical account emerged ( F10, 189 = 5.741, P & lt ; 0.0005 ) Adjusted R square = .192. Significant variables emerged from the consequences are shown below:

Predictor variable Beta P

Picture uploading.117.154 ( & gt ; 0.05 )

Picture labeling.042.626 ( & gt ; 0.05 )

Translation installations -.022.764 ( & gt ; 0.05 )

Social/ group set up.181.028 ( & lt ; 0.05 )

Event and birthday presentments.001.990 ( & gt ; 0.05 )

Status updates.005.954 ( & gt ; 0.05 )

Like characteristic -.028.756 ( & gt ; 0.05 )

The wall.231.006 ( & lt ; 0.01 )

Games.035.632 ( & gt ; 0.05 )

Privacy scenes.186.010 ( & lt ; 0.01 )

The consequences indicate that three independent variables are strong forecasters of the standard variable. In other words, there is a important relationship between the satisfaction of Facebook being a social/ group set up with the overall satisfaction of Facebook at P & lt ; 0.05 and there is a important relationship between both the wall and privateness scenes with overall satisfaction of Facebook at P & lt ; 0.01. However, the R square is reasonably low which indicates that this relationship is comparatively weak. Apart from that, there is no relationship between the degrees of satisfaction of the remainder features with the overall satisfaction of Facebook.

H12a: There is a important relationship between gender and satisfaction of Facebook.

Having made the decision between satisfaction degree of Facebook and gender, the moderator consequence of gender was examined by utilizing split group analysis. The consequences show that there is a chairing consequence of gender on the relationship with females holding a P & lt ; 0.0005 degree ( R square = .340 ) but there is no chairing consequence of gender on relationship with males.

H12b: There is a important relationship between age group and satisfaction of Facebook.

Having made the decision between satisfaction degree of Facebook and age group, the moderator consequence of age group was examined by utilizing split group analysis. The consequences show that there is a chairing consequence of age group on the relationship with people at the age of 25 or lower holding a P & lt ; 0.0005 degree ( R square = .259 ) and people in the age of 26 or above entering a P & lt ; 0.05 degree ( R square = .406 ) .

Decision and Recommendation

7.1 Decision

This research aims at analyzing the positive feedback for Facebook about the feature/features users value most and happen out how Facebook could keep or increase its market portion by finding user penchants and its possible to better.

Chi-squared trials were carried out to measure the effectivity of all the characteristics of Facebook stated in the conceptual theoretical account and happen out the relationship between the importance and degree of satisfaction of the characteristics. The consequences revealed that ; there is a relationship between the importance of the characteristics and their satisfaction in the undermentioned order: position updates, image tagging, the wall, social/ group set-up, birthday/ event presentments, privateness scenes, like characteristic, interlingual rendition installations, games and image uploading.

A multiple arrested development analysis was carried out utilizing the Enter Method to mensurate the relationship between the satisfaction degree of the single characteristics of Facebook and the overall satisfaction with Facebook. It was found out that ; there is a important relationship between the degrees of satisfaction of the characteristics: social/ group set-up, the wall and privateness scenes that lead to the overall satisfaction with Facebook. Satisfaction with other characteristics does non act upon the overall satisfaction with Facebook.

Split group trials were carried out to happen out if gender and age group plays an of import function with the overall satisfaction of Facebook. The consequences show that there is a chairing consequence of gender on the relationship between females and the overall satisfaction with Facebook but there is no chairing consequence of gender on relationship with males. Similarly, the consequences indicate that there is a chairing consequence of age group on the relationship with people belonging to the age groups: 20 and below, 21- 25 and 26-30. Thus it is observed that age-group does non play an of import function with the overall satisfaction of Facebook.

7.2 Recommendation

The aim of composing this essay is to bring out the user ‘s satisfaction degree and research the endorsers ‘ demands and wants towards Facebook. With the aid of different analytical methods like frequence distribution, bi-variate arrested development and multiple arrested developments, this essay achieves the end besides supplying a figure of fruits of idea for Facebook.

The findings in the secondary informations are proved by the primary research of this essay. For case, the secondary information shows that Facebook adopts low publicity disbursals scheme among the ferocious competition of societal networking sites. The primary research indicates that about everybody belonging to the age group of 21 to 30 utilizations Facebook. Therefore, Facebook could prosecute the promotional scheme of viva-voce and low publicity disbursals. Furthermore, e-commerce is favored by some users. They are anticipating to see and see the e-shopping provided by Facebook.

The challenging primary research indicates the most of import characteristics and the most hearty characteristics of Facebook. However, the most of import and the most hearty characteristics are different. The characteristics of privateness scenes, the wall and image uploading are top rated amongst the other of import characteristics of Facebook. In comparing, event and birthday presentments, the wall and image uploading receive top ranking in the satisfaction research on Facebook. Thus, Facebook should put more attempts on the most indispensable but less hearty characteristic — — privateness scene. Furthermore, the privateness scenes should be taken into consideration when Facebook maintains or develops any bing and new characteristics. As for the wall and image uploading, Facebook may see the velocity and user-friendly web page design. Games stand the lowest in the ranking of both of import and satisfactory characteristics of Facebook. From this position, Facebook should equilibrate the socially-oriented design and the game-oriented design. They should concentrate more on the societal web site installations.

In decision, Facebook should lodge to the scheme of emphasizing on the societal installations, heightening the bing characteristics and taking bold action to develop new characteristics.

7.3 Restriction

The findings of this survey would be really utile for Facebook to keep client trueness and better their satisfaction in the hereafter. However, there are still some restrictions that occurred during the research procedure such as clip and cost restraints and other external factors such as:

There are still some other factors that influence the Facebook users ‘ satisfaction with Facebook but this survey covers merely chief factors that affect the user most.

Due to clip restraints, the research workers collected merely 52 % of entire sample population required for statistical analysis. This restriction reduces the cogency and truth of the consequences of this research and besides affects the decision. Because of geographical and cost restraints, the research was carried out in the University of Leeds and chiefly in Leeds University Business School to cut down costs and other outgos. Therefore the bulk of the population is pupils and professors in the University of Leeds. The findings of this survey chiefly reflect the attitudes of immature people who are about 21 to 25 old ages old and did non derive adequate response respondents belonging to other age groups. There are still some mistakes that occurred because of the respondents misconstruing the questionnaire. For future research, the value of a selling research undertaking depends on the quality of entire samples being collected. Research workers should reply all respondents ‘ inquiries in order to avoid misinterpretation and misunderstanding of the questionnaire and increase the dependability of informations collected.

The farther research can besides cover people in different age groups and businesss who use Facebook to do the survey more accurate and come up with nonsubjective consequences.

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