VUONG MINH THINH’s scientific contributions

This comprehensive study thoroughly explores the factors related to online reviews that influence users’ purchase intention through trust. Drawing on robust theoretical foundations and relevant research, the study establishes connections between trust-promoting factors and user behavioral intentions on e-commerce platforms in Vietnam. The study, which involved a survey of 680 users for data collection and partial least squares structural equation modeling (PLS-SEM) analysis, unveils that the usefulness of online reviews is the key driver of behavioral intention. Moreover, trust plays a pivotal mediating role in linking the quality and rating of online reviews to users’ purchase intentions. These findings not only enrich the theoretical foundation of behavioral research on online platforms but also offer practical managerial implications, empowering e-commerce platforms to develop a comprehensive review system and enhancing users’ online shopping experience.

The unprecedented economic crisis caused by the COVID-19 pandemic has seriously affected the global economy, especially the activities of import-export companies. In this context, companies' decision to choose an international payment bank will have many changes compared to before. This paper examined factors that affect the choice of banks for international Payments of import and export companies in Ho Chi Minh City, specifically under the impact of the COVID-19 pandemic. The study examines the effect of 5 factors, Service Quality (SQ), Bank Reputation (BR), Convenience (CO), Transaction Efficiency (TE), and Financial Benefits (FB). Through the ordinary least squares (OLS) regression method on survey data from 210 import-export companies in Ho Chi Minh City. The result shows that the five factors positively affect the choice of banks for International Payments. In particular, Bank Reputation (BR), Convenience (CO) and Financial Benefits (FB) are the three factors that have the most decisive impact on choosing an international payment bank for import-export companies in Ho Chi Minh city. In addition, the study also proposed managerial implications to help banks attract the choice of international payments from import-export companies.

This study aims to explore and examine the factors of marketing communication that influence the perceived quality and thus influence brand loyalty in the logistics sector. The research was carried out specifically in the field of express delivery in Vietnam in the context of the New Normal after the Covid- 19 pandemic. The three elements of marketing communication - sponsorship, ad spend, and non-price promotion - were considered through the theoretical basis and related studies. The study used data collected from 473 valid surveys that used the express delivery service, regardless of corporate or individual customers. After the preliminary research process, the quantitative research used PLS partial least squares method with SmartPLS software to test the research model and hypotheses. Testing the linear structural model showed that the influencing factors explained 57.7% and 73.7%, respectively, of the variance of the perceived quality variable and the brand loyalty variable. The no-price promotion has a notable effect on perceived quality and perceived quality on brand loyalty. The control variable analysis results also showed no difference in terms of gender, age, occupation, and income when considering the brand loyalty of users when using logistics services. The authors have proposed management implications in improving customer perceived quality and brand loyalty through that relationship and some future research directions.