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Ngoc Dan Thanh NGUYEN(Ngoc Dan Thanh NGUYEN ),Thuy Anh TRINH(Thuy Anh TRINH ) 한국유통과학회 2023 유통과학연구 Vol.21 No.3
Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers’ perception of the brand, especially the brand distribution. The survey subjects are customers with millennial consumers in Ho Chi Minh City, who have the behavior of buying brands in the smart mobile device industry many times with a specific brand in terms of brand distribution. Results: The findings show that Brand anthropomorphism and brand love are crucial factors to impact brand advocacy and the role of self-brand connection also is a confirmed positive effect on the relationship between brand anthropomorphism and brand love. Research design, data, and methodology: The article uses quantitative research to test the model and research hypotheses. The way to collect quantitative data is to use questionnaires with 1531 samples in Ho Chi Minh City, Vietnam. Conclusion: The research results can help businesses build a long-term brand strategy and expect to get new rewards and value from customers. They can also add to the theory about the relationship between brands and customers.
Ngoc Dan Thanh NGUYEN(Ngoc Dan Thanh NGUYEN ),Trong Phuc NGO(Trong Phuc NGO ),Ngoc Van MAI(Ngoc Van MAI ),Kim Ngan TRA(Kim Ngan TRA ),Tran Huy Hoang LE(Tran Huy Hoang LE ) 한국유통과학회 2023 유통과학연구 Vol.21 No.4
Purpose: This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on Brand Engagement, and at the same time analyze the regulatory effect of Brand Reputation on the relationship between Brand Anthropomorphism and Intimacy and the relationship between Intimacy and Brand Engagement in terms of distribution brand. Results: The findings show that Brand Anthropomorphism, Intimacy, and Brand Reputation are important value factors in customers’ minds toward their behavior, and from there, they will contribute to creating positive emotions and interactions between consumers and brands. Research design, data, and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 1,060 samples. Collected data shows that consumers in Ho Chi Minh City have positive emotions and interactive and social behaviors toward smartphone brands. Conclusion: The study has demonstrated the conclusions and proposed solutions to help smartphone brands build Brand Anthropomorphism while enhancing Brand Reputation thereby achieving Intimacy, which leads to consumer Brand Engagement. In addition, this study complements the concept of Brand Anthropomorphism which is lacking in theoretical background and is the first study in Vietnam to explore the prefixes and suffixes of the concept of Brand Anthropomorphism and the regulatory role of Brand Reputation.
NGO, Chi Thanh,NGUYEN, Thi Ngoc Mai,NGUYEN, Duy Dat,LE, Hoang Ba Huyen,LE, Van Cuong,LE, Thi Binh Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.9
The study aims to investigate factors affecting enterprise's satisfaction and loyalty toward the Social Security's online public services, looking at the case of Thanh Hoa province, Vietnam. This study employs samples with 216 enterprises that use online public system of Thanh Hoa province's Social Security. The research model is closely linked to the SERVQUAL model developed by Parasuraman, Zeithaml and Berry (1988). We propose 23 scales that constitute the quality of service, three scales that constitute Customer Satisfaction and three components that constitute Customer Loyalty. This study use the tool of Exploratory Factor Analysis (EFA), Cronbach's Alpha test, Confirm Factor Analysis (CFA) and Structural Equation Modeling (SEM) in order to address the question of satisfaction and loyalty. The result shows that the factor with the most impact is Reliability, next is Capacity of staffs, Tangibles, Attitude of staffs, and the least impacting factor is Empathy; moreover, the results also show that Satisfaction has a strong impact on Customer Loyalty. The findings of this study suggest that Thanh Hoa province's Social Security should: (i) strengthen the reliability of online service system; (ii) build capacity for staffs; (iii) develop the responsiveness of electronic transactions systems; and (iv) improve the empathy of staffs.
RESTful Architecture of Wireless Sensor Network for Building Management System
( Ngoc-thanh Dinh ),( Younghan Kim ) 한국인터넷정보학회 2012 KSII Transactions on Internet and Information Syst Vol.6 No.1
The concept of an “intelligent building” received significant attention from academic, industry and standard development organizations when technically termed a building management system (BMS). Wireless sensor networks (WSNs) and their recent development enhanced monitoring and control applications for the building`s areas. This paper surveys and analyzes advantages of the main current and emerging approaches that may be fit for BMS. Specifically, we discuss challenges including interoperability, integration, overhead, and bandwidth limitation of WSNs in BMS. Based on analyses, we highlight the advantages of an IP-based and RESTful architecture approach as the most suitable solution for BMS using WSNs (BMS-WSN). The paper also describes our future direction and design for BMS-WSN based on these advantages. The purpose is to enable interaction of users with BMS-WSN in the same way as with any website while ensuring energy efficiency. A test-bed implementation and evaluation of a BMS application is also introduced in this paper to demonstrate the feasibility and benefits of IP-based and RESTful architecture for BMS.
The Impact of Consumer Ethnocentrism on Purchase Intention: An Empirical Study from Vietnam
Thanh Ngoc Dan NGUYEN,Phuong Nhu DANG,Phu Hoang TRAN,Trang Thi Thuy NGUYEN 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.2
Ethnocentrism in users plays an important role in predicting user behavior when deciding between imported and domestic goods. The purpose of this study is to look into the influence of ethnocentrism in customer behavior on brand image, perceived value, perceived quality, brand trust, and brand buy intention. Vietnamese customers prefer homegrown brands. The moderate role of consumer ethnocentrism in the conceptual framework emphasizes the country origin of the product is the most important factor. It also demonstrates how the intention of Vietnamese consumers to buy domestic brands is substantially influenced. To test the hypothesis, this article used a quantitative technique utilizing PLS-SEM software. With 917 samples, the study used the quota sampling approach to collect data from students at 10 universities in Ho Chi Minh City. The data suggest that all players have a positive association and that consumer ethnocentrism has a moderate impact in the Vietnamese brand context. Following that, suggestions are made to help Vietnamese firms create and retain their brands in the face of severe competition from global brands in the domestic market. To increase consumer intent in purchasing behavior, the Vietnamese local company needs to establish a strong brand.
밀리미터파 무선통신 시스템에서의 빔포밍 기법 성능 평가
Thanh Ngoc Nguyen,전태현 한국위성정보통신학회 2016 한국위성정보통신학회논문지 Vol.11 No.3
실내 고속 데이터 전송을 목표로 하는 밀리미터파 무선통신 시스템은 고 품질의 무선 링크에 대한 요구 사항이 매우 중요하다. 그러 나, 이러한 주파수 대역에서 전자기파는 상대적으로 작은 파장으로 인하여 발생하는 높은 전파 손실을 감수해야 한다. 이러한 상황에 서 방사전력을 특정 방향으로 집중하여 링크 품질을 향상시킬 수 있는 빔포밍 기법은 밀리미터파 대역 무선통신에서 가장 중요한 기법 중의 하나가 되었다. 최근 몇 년간, 무선 시스템의 성능을 향상시키기 위한 빔포밍 관련 연구가 많이 이루어지고 있다. 본 논문 에서는 다중절차와 3상 빔 선택을 기반으로 한 단순화된 코드북 기반의 빔포밍 기법의 성능을 평가한다. 이 단순화된 기법은 전수검 색, IEEE 802.15.3c 표준이 적용된 2-레벨 검색 및 기존의 멀티레벨 기법과 비교하여 빔포밍 준비에 필요한 시간 감소를 달성할 수 있음을 보여준다. Millimeter wave wireless communication systems, especially those targeting indoor high rate data transfer, have a strong requirement for high quality wireless link. Unfortunately, in this frequency band, the electromagnetic wave has to sustain the high propagation loss caused by the smaller wavelengths. In this scenario, beamforming technique, which enhances the link quality by focusing the radiation power on a direction, becomes one of the most important techniques in millimeter wave band wireless communication. In recent year, there been conducted many research on beamforming to improve the performance of wireless system. In this paper, we evaluate the performance of a simplified codebook-based beamforming scheme which is based on multiple-procedure and three-state beam selection. The simplified scheme significantly reduces beamforming setup time, comparing to the exhaustive searching, two-level searching adopted in IEEE 802.15.3c standard, and also conventional multi-level scheme.