Tạp chí Khoa học Kinh tế

THE MEDIATING ROLE OF ADHOCRACY CULTURE IN THE RELATIONSHIP BETWEEN TRANSFORMATIONAL LEADERSHIP STYLE AND EMPLOYEES’ INNOVATIVE WORK BEHAVIOR IN VIETNAMESE ENTERPRISES

2026-03-13T02:53:32+07:00

This study analyzes the impact of transformational leadership on employees’ innovative work behavior in Vietnamese enterprises, while clarifying the mediating role of an adhocracy culture. Data were collected from 139 employees across 35 companies in Hanoi. The research findings indicate that when managers are able to communicate a compelling vision for the future, inspire and motivate employees to align with shared goals and values, encourage critical and creative thinking, and provide appropriate support, coaching, and mentoring tailored to individual development needs, they help shape and nurture a culture that values flexibility, innovation, and risk-taking. As a result, employees are more likely to propose new ideas and implement them at work proactively. This study contributes additional empirical evidence on the mechanism through which transformational leadership influences employees’ innovative work behavior in the context of Vietnamese companies, while emphasizing the role of an adhocracy culture in facilitating this process more effectively. The study also suggests that organizations should focus on building and developing transformational leadership capabilities through training programs and leadership development initiatives, while fostering an adhocracy culture to create favorable conditions for encouraging employees’ innovative work behavior.

A PRISMA-BASED SYSTEMATIC REVIEW OF FACTORS INFLUENCING CUSTOMERS’ WILLINGNESS TO SHARE PERSONAL DATA VIA CHATBOTS IN DIGITAL BANKING IN VIETNAM: DEVELOPING AN INTEGRATED STIMULUSORGANISM-RESPONSE FRAMEWORK

2026-03-13T02:53:38+07:00

Employing a PRISMA-guided systematic review, this study develops an integrated StimulusOrganism-Response (S-O-R) framework that incorporates the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and privacy calculus theory to elucidate Vietnamese customers’ willingness to share personal data via digital banking chatbots. The proposed framework integrates stimuli (policies, service quality, and chatbot experience) that influence psychological states (satisfaction, trust, privacy calculus, perceived ease of use, perceived usefulness, attitude, social norms, and perceived behavioral control), ultimately shaping data-sharing behavior. This study extends the S-O-R framework by offering a multidimensional model that emphasizes the critical roles of trust, satisfaction, and social norms within Vietnam’s collectivist culture. The findings make significant theoretical contributions to the digital banking domain and offer practical implications for chatbot design, privacy policies, and communication strategies to enhance customers’ willingness to share data.

GREEN BEHAVIOR OF HOTEL INDUSTRY EMPLOYEES: RESEARCH TRENDS IN VIETNAM AND THE WORLD

2026-03-13T02:53:42+07:00

Employee Green Behavior (EGB) plays a pivotal role in achieving sustainable development goals within the hospitality industry. Globally, research on EGB has expanded rapidly, with various approaches such as Green Human Resource Management (GHRM), environmental leadership, Corporate Social Responsibility (CSR), and green innovation. However, in Vietnam, this field remains limited in both scale and depth of study. This paper employs bibliometric analysis using data
from the Scopus database (2014-2024), combined with content analysis, to systematize global research trends and compare them with the current situation in Vietnam. The results reveal that countries like China, the United Kingdom, and the United States have developed strong research networks and diverse topics, whereas only four studies have been recorded in Vietnam, primarily focusing on GHRM and environmental leadership. Despite the modest number, some Vietnamese
studies have achieved high international citation rates, indicating strong development potential. The paper also identifies significant research gaps in Vietnam, particularly in areas such as green innovation, green knowledge sharing, green self-efficacy, and green psychological climate within organizations. Accordingly, the paper proposes new research directions, including the integration of local cultural factors, development of multilevel models, and the application of green technologies to enhance Vietnam's research capacity and academic impact in this field.

ANALYZING THE FACTORS INFLUENCING VIETNAMESE USERS’ ATTACHMENT TO OPEN-SOURCE AI ASSISTANT MODELS: THE CASE OF THE DEEPSEEK APPLICATION

2026-03-13T02:53:46+07:00

This study aims to analyze the factors influencing Vietnamese users’ attachment to open-source AI assistant models, with the DeepSeek application as a case study. The research model is developed by integrating the Technology Acceptance Model (TAM) and the Diffusion of Innovations Theory. An online survey was conducted with 408 DeepSeek users in Vietnam, recruited from online communities and social media platforms. The results indicate that trialability, compatibility, and
relative advantage have positive effects on perceived ease of use of DeepSeek, while relative advantage positively influences perceived usefulness of the platform. Perceived ease of use and a positive attitude toward DeepSeek are demonstrated to be critical factors that exert strong effects on users’ intention to continue using DeepSeek.

DETERMINANTS OF UNIVERSITY STUDENTS' INTENTION TO USE ONLINE RECRUITMENT PLATFORMS IN HO CHI MINH CITY

2026-03-13T02:53:48+07:00

This study investigates factors influencing university students’ intention to use online recruitment platforms in Ho Chi Minh City. Based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research examines the roles of perceived usefulness, perceived ease of use, attitude, and perceived trust. Using a structured questionnaire, 240 valid responses were collected and analyzed through partial least squares structural equation modeling (PLS-SEM). The results indicate that both perceived usefulness and ease of use positively affect attitude and trust, which in turn significantly influence behavioral intention. Notably, perceived trust emerges as the strongest predictor of intention. These findings suggest that improving platform usability, transparency, and practical value can effectively enhance students’ willingness to use online recruitment services.

EVALUATING AND EXPLAINING THE IMPACT OF PET INFLUENCER MARKETING ON SOCIAL MEDIA: THE ROLE OF BRAND CUTENESS AND BRAND TRUST

2026-03-13T02:53:50+07:00

While influencer marketing research mainly focuses on human influencers, this study centers on a new and promising form of social media influencer - pets - who are widely adored and followed by online communities. Specifically, this research employs an experimental design to examine the potential of pet influencers to evoke brand cuteness, thereby enhancing brand trust and customer engagement with the brand. Additionally, the findings demonstrate that the impact of pet influencer marketing is superior to that of human influencer marketing; however, it is not contingent on creative design. This study thus makes important theoretical contributions to the influencer marketing literature and offers practical implications for brand managers aiming to build and develop their brands on social media.