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17
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Introduction
Skills and Expertise
Current institution
Education
October 2020 - August 2024
Publications
Publications (17)
The research study was conducted to determine and evaluate the perceived usefulness's impact on the purchasing behavior of IUH students towards buying laptops, as an intermediary role of purchase intention. The authors used five factors, including perceived usefulness, perceived ease of use, perceived enjoyment, customer trust, and perceived risk....
Information technology, which has also developed worldwide, drives the Internet and the digital economy. Many new technologies help businesses promote and enhance product images through websites. Therefore, attracting consumers to change from traditional methods to online shopping. Therefore, many food businesses participate in online shopping. How...
The digital economy is becoming indispensable in promoting trade in OCOP (One Commune One Product) agricultural products in Vietnam. The emergence of digital platforms is increasingly diverse. Consumers can search on digital platforms to choose and buy when they need anything. This convenience is available in the central areas and has gradually spr...
In today's rapidly evolving e-commerce environment, where online shopping has become integral to consumer behavior, understanding the factors influencing brand loyalty is crucial for businesses aiming to succeed in the digital market. This research seeks to explore the determinants of brand loyalty among consumers in Vietnam, particularly in the co...
The project aims to understand and analyze the factors influencing food buying behavior to help improve consumers' health on e-commerce platforms. As life gets busier, consumers tend to search for and choose healthy food products online. Understanding this shopping behavior will help businesses and product suppliers on the e-commerce platform bette...
The rapid advancement of artificial intelligence (AI) has significantly transformed various industries, including online advertising on social networks. Businesses are increasingly investing in and developing AI-driven strategies. The advent of Artificial Intelligence (AI) has been recognized as a revolutionary force across various industries and f...
This article aims to discover the influence of Electronic word of mouth (eWOM) on consumer purchase intentions within the context of TikTok Shop, with particular attention given to household products. The motivation behind this study is to explain key variables that determine the role of eWOM as a major driver of consumer behavior in the digital ma...
Social media advertising plays a crucial role in brand development within consumer awareness, influencing purchase
intentions, and is emphasized and utilized by businesses in their strategies. The objective of this study is to analyse the impact
of social media advertising on consumers' purchase intentions in Ho Chi Minh City. The research employs...
This study is conducted in the context of the booming development of e-commerce shopping in Vietnam. The rising demand for online shopping has resulted in increased pressure on workforce optimization and automation of customer service processes on e-commerce platforms. To meet the need for online customer care and response, significant resources in...
This study aims to identify the factors influencing the intention to continue using online payment applications among small and medium enterprises (SMEs) in Vietnam. The research employs a mixed-methods approach, combining qualitative and quantitative techniques. A theoretical framework was developed based on existing studies, which was subsequentl...
In the rapidly developing digital economy, Vietnamese students' consumption behavior is changing significantly, particularly with the rise of impulsive shopping influenced by short videos from Key Opinion Consumers (KOCs). Specifically, secondhand footwear products (used shoes) stand out as an item that is regularly introduced by KOCs and attracts...
Purpose: This study investigates the factors influencing the decision to use Apple Pay in Vietnam. It seeks to understand how various perceptions and expectations shape consumer behavior toward adopting wireless payment systems. Theoretical framework: The research framework is built upon established theories related to technology acceptance and con...
This study investigates the factors influencing electronic payment in online shopping behavior among Ho Chi Minh City consumers. With the rapid advancement of technology, e-commerce has become a new trend, and understanding the intention to adopt electronic payment is crucial for online businesses. The research employs quantitative and qualitative...
Technology is increasingly disruptive, and economic transformation according to technology development is inevitable. Especially the field of E-commerce is constantly catching up with that development. We can easily see the development and importance of e-commerce in Vietnam and worldwide after the Covid-19 pandemic. Therefore, to attract and get c...
E-commerce is a trend among businesses globally. E-commerce not only brings efficiency to businesses but also brings a lot of convenience to customers. Since the COVID-19 respiratory disease epidemic has impacted everything globally, new trends directly affect e-commerce strategies. Especially suppliers of fashion, travel, accessories, food, etc.…...
This study was conducted in the context of the rapid growth of e-commerce, especially following the Covid-19 pandemic, when online shopping became a popular trend among young people. As students increasingly become a potential customer group, businesses need to understand the factors influencing their purchasing behaviour to develop effective marke...
The outbreak of Covid-19 has led to a significant shift in consumer behavior, with more consumers choosing to shop online rather than in physical stores due to the convenience and time-saving benefits. However, maintaining and improving customer satisfaction is a key challenge for e-commerce platforms. The purpose of this article is to investigate...
