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Shift of Vietnamese Consumer E-purchasing Behavior During and After Covid-19 Pandemic
ANH Pham Thi Cam,PHUONG Nguyen Mai,GIANG Nguyen Huong,LINH Pham Ngoc Mai,GIANG Nguyen Huong 한국유통과학회 2024 유통과학연구 Vol.22 No.1
Purposes: The study aimed at examining the impact of the COVID-19 pandemic on the shift of online consumer purchasing behavior and whether the new behaviors would be maintained after the epidemic season. The study also aims to investigate how online customers change based on perceived risks. Research design and Methodology: The study investigated purchasing behavior of the same 377 online Vietnamese consumers during two periods: (1) during the period of social distancing and (2) one and half year after that, allowing data to be collected in real time, so that consumers do not have to recall their behavior. Results: Purchasing behavior appeared to be more influenced by gender, age and household size. Aged consumers are more concerned about risks than those in the younger group, who only worry about the risks during the pandemic. Consumers in households with two or more people are more concerned about the risks than those living alone. Female appeared to be more influential in both during and after pandemic than male. Conclusions: The findings contribute to clarify shift of online consumer purchasing behavior, which helps business to develop effective marketing strategies and enhance their presence in the e-commerce sector.
Innovation Capacity of Student: A Case Study in Vietnam
Anh Duc DO,Nguyen Nguyen Thao PHAM,Thi Minh Phuong NGUYEN,Van Son TU,Cam Nhung NGUYEN,Hai Duong NGUYEN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.5
This study aimed to explore the factors affecting the innovation capacity of students at the National Economics University, Vietnam. Researchers used the innovation capacity model based on six factors, including personality traits, future orientation, creative skills, social interaction, content knowledge, and management skills. The empirical analysis used data from the survey of 303 students at National Economics University, Vietnam, with reliable tools (SPSS 26.0 software). The data were analyzed by testing the reliability of the scales, correlation analysis, and Pearson’ Linear Correlation Coefficient, exploratory factor analysis, as well as regression model based on the survey data. The research results identified the following factors affecting innovation capacity of students: management skills, social interaction, and personality traits have the strongest impact on innovation capacity of students; content knowledge has the following strongest effects on innovation capacity of students; and finally the creative skills that affects on innovation capacity of students. There is also a positive relationship between all the factors and innovation capacity of students. The result can serve as useful reference sources for scholars who are interested in the innovation field. It also helps university’s managers and policymakers build the appropriate environment to improve innovation capacity of students.
The Roles of Health Consciousness and Service Quality toward Customer Purchase Decision
TRAN, Tung Anh,PHAM, Ngan Thi,PHAM, Kien Van,NGUYEN, Linh Cam Tran Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.8
The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.
THAN, Trong Thuy,KIEU, Thi Phuong Hoa,PHAM, Thi Anh Duong,HOANG, Thi Cam Van,TRAN, Thi Hau,NGUYEN, Huu Doan,DAO, Trung Kien Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.8
This study investigates the influence of community involvement on the destination sustainability for community destinations and spiritual destinations in Vietnam. Community involvement is measured by two constructs, which are community attachment and residents' support. A structural questionnaire consisting of 41 observation variables measured on a 5-point Likert scale was used to survey households who live in a spiritual destination in An Giang province and three community destinations in Lang Son province with the help of local tour guides and Youth Union. 168 out of 200 responses collected were valid for multivariate data analysis. The results of confirmatory factor analysis (CFA) and structural equation modeling (SEM) reveal three main findings. Firstly, community attachment has a direct effect on both perceived benefits and destination sustainability. Secondly, while residents' support has a direct effect on perceived benefits, it indirectly affects destination sustainability. Finally, community destinations have a higher level of sustainability than the spiritual destination. Based on those findings, this study proposed three suggestions for local authorities, policymakers, and residents to improve the sustainable development of their local tourism destinations, including (1) diversifying local tourism products, (2) encouraging the community participation in tourism development programs, and (3) increasing in the expected benefits in local tourism development policies.