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Factors Influencing Farmers’ Decision to Apply Internet of Things Technology in Vegetable Production in Lam Dong Province

Hoang Ha Anh — 2026-01-16

This study investigates the factors influencing the adoption of Internet of Things (IoT) technologies among vegetable farmers in Lam Dong province, Vietnam. Using binary logistic regression analysis, the study identifies key determinants driving IoT adoption, including education level, farming experience, share of vegetable income, interest in IoT, and access to IoT technology. Results show that farmers with higher education and more farming experience are more likely to adopt IoT solutions, while strong interest and easier access significantly increase adoption probabilities. Conversely, variables such as age, land size, investment capital, and overall household income did not exhibit significant impacts on IoT adoption. The findings highlight the importance of education, technical training, infrastructure development, and financial support in promoting IoT adoption. The study recommends targeted policies, including subsidies, training programs, and awareness campaigns, to enhance IoT adoption and ensure sustainable agricultural development. These insights can guide policymakers, agricultural extension services, and technology providers in promoting smart farming practices, ultimately boosting productivity and resilience among vegetable farmers in Lam Dong province.

Driving the Future: Unpacking Factors Influencing Passengers’ Switch to Electric Taxis in Ho Chi Minh City

Nguyen Le Hoang Long — 2026-01-16

This study investigates key factors influencing passengers’ intention to switch from conventional taxis to electric taxis in Ho Chi Minh City, Vietnam. Employing a quantitative approach with a sample of 284 commuters, Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance-Performance Map Analysis (IPMA) were utilized for data analysis. Findings revealed that perceived environmental benefits (PEB), perceived cost incentives (PCI), and service quality (SQ) significantly influenced switching intention (SWI), while social influence (SI) had no direct effect but indirectly affected intention through perceived environmental benefits. Among these factors, service quality exhibited the strongest direct influence, followed closely by perceived environmental benefits. IPMA highlighted that service quality and perceived environmental benefits had high importance and relatively high performance, emphasizing their strategic relevance for promoting electric taxi adoption. These insights provide valuable guidance for policymakers and businesses aiming to enhance electric taxi usage through improved service quality and environmental communication strategies.

Non-Immersive Virtual Reality Technology in Enhancing Customer Experience and Housing Purchase Intention

Dinh Tien Minh — 2026-01-16

Disruptive technologies have confirmed their role in many fields, there are many businesses around the world using the advancement of this technology to implement their business plans. Since then, the user experience has become much more diverse and interesting. Prior research has demonstrated the efficacy of an innovative form of virtual reality (VR) technology, which is purported to augment the authenticity of simulated settings and experiences. This study seeks to examine the idea that the use of non-immersive VR has an impact on consumers’ behavioural intentions, as assessed by the SOR model (Stimulus, Organism, Response). The objective of this research is to gain insights and validate this hypothesis by analysing individuals’ experiences. A quantitative research study was undertaken, involving a survey of three hundred participants. The collected data was afterwards analysed using two software programmes. The findings indicate that immersive VR technology offers customers the chance to engage in a multitude of captivating experiences, thereby solidifying its significant role across various domains. Expanding upon the aforementioned advantages, our investigation was expanded to assess the efficacy of non-immersive VR technology and its impact on behavioural intentions in the context of home purchasing decisions.

Establishing a Port Community System: The Necessary Solution for the Sustainable Development of Logistics in Vietnam’s Southeast Region

Nguyen Van Cuong — 2026-01-16

The study identifies the necessity and requirements for establishing a port community system at the seaport clusters in the Southeast region as a core solution contributing to the sustainable development of the region’s logistics industry. The article employs qualitative analysis to review relevant documents on seaports, the legal framework, and the institutional operations of port communities. Additionally, the article analyzes the current situation and potential for seaport exploitation in the Southeast region. The challenges in establishing a port community system at the seaports in the Southeast region are discussed to maintain the competitiveness of the region’s ports and contribute to the sustainable development of the region’s logistics industry.

The Effects of Characteristics of In-Store Retail Technology on Customer Citizenship Behavior

Phan Cong Thao Tien — 2026-01-16

This study explores the effects of in-store retail technology features on customer citizenship behavior (CCB) through the lens of the job demands-resources (JD-R) theory. Based on a survey of 153 retail customers, the research identifies key technology characteristics—perceived advantage, compatibility, complexity, and risk—that influence customer engagement and fatigue, which in turn affect CCB. The results show that perceived advantage and compatibility enhance customer engagement, fostering pro-social behaviors such as feedback and brand advocacy, while perceived complexity and risk lead to customer exhaustion, diminishing CCB. Customer education was found to moderate these relationships, alleviating the negative impact of complexity and risk. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), effectively handling complex constructs and nonnormal data. The findings offer actionable insights for retailers seeking to optimize in-store technology to enhance customer engagement, promote sustainable consumption, and drive the green transformation of retail systems. This research contributes to the understanding of how technology can support sustainable development goals within the retail sector, and it also advances the understanding of consumer citizenship behavior (CCB) by investigating technical variables such as interactivity, convenience of use, and compatibility, as well as how these elements influence customer involvement. This emphasizes the relationship between technology and consumer loyalty in contemporary retail.

Influences of Green Marketing on Students’ Green Consumption Decision at Ho Chi Minh City University of Economics and Finance, Vietnam

Le Quang Hung — 2026-01-16

In recent years, green consumption in Vietnam has emerged as an important trend as consumers are increasingly concerned about the environment and health. Awareness of the negative impacts of traditional products has promoted a shift to environmentally friendly options, from organic foods to household products without toxic chemicals. Businesses are also actively developing and promoting green products to meet the growing demand. This study applies to mixed research method including both qualitative and quantitative methods in range of Ho Chi Minh City University of Economics and Finance (UEF), Vietnam. The research results show that the proposed model includes factors such as: Green product, Green price, Green place, Green communication, Environmental awareness affecting Green consumption decisions through the mediating factor of Attitude. In which, the factor of Trust is a positive moderator variable to Green consumption decisions of students at UEF. The study offers recommendations for businesses and policy makers to promote green consumption, especially among students, enhancing efficiency and environmental protection.

Emotion in Motion: Hedge Fund Managers’ Social Media Sentiment and Performance Across the COVID-19 Shock

Ngo Minh Vu — 2026-01-16

This study investigates the influence of hedge fund managers’ moods on fund performance before and during the COVID-19 pandemic by analyzing approximately 560,000 Englishlanguage tweets from 230 active managers. Using BERT-based deep learning models and LDA topic modeling, we extract sentiment indices from both original tweets and interactive engagements (retweets, replies, and quotes). Results show that sentiment derived from interactive tweets has a significant and positive impact on hedge fund returns, particularly during the pandemic, while sentiment from original tweets exhibits a negative relationship with performance. Cointegration tests confirm a long-term relationship between managers’ moods and fund performance, with stronger short-term effects observed during the COVID-19 period. The findings suggest that social interaction amplifies the predictive power of sentiment, possibly by mitigating biases associated with overconfidence or emotional contagion in isolated self-expression. This research highlights the role of digital discourse as a proxy for managerial sentiment and contributes to the growing literature at the intersection of behavioral finance, social media analytics, and fund management.

The Relationship Between Electronic Word-of-Mouth, Travel Intention and Forwarding Information: A Study in Da Nang City

Ngo Dinh Tam — 2026-01-16

The aims of this study are to identify the relationship between concepts in eWOM, travel intention, and forwarding eWOM. In particular, we explore and test the new relationship between visual cues of eWOM and the useful information of eWOM. This study uses a mixture of qualitative and quantitative methods. We use in-depth interviews with experts to build models and scales. Quantitative research is carried out using SmartPLS4 to test the structural equation modeling (SEM). The results of the study determined the existence of relationships in the model, especially the relationship between visual cues and useful information and the relationship between the need for information and information adoption, which are accepted in this research. This study has important implications in the context of eWOM. This study adds to the eWOM theory and reinforces the assertions of previous research on visual cues and forwarding eWOM. The practical meaning will help marketers and tourism managers apply to come up with solutions to attract more tourists to their destination.

Influence of TikTok Content on Gen Z’s Shopping Intentions in Ho Chi Minh City

Nguyen Thai Dung — 2026-01-16

With the rapid rise of social media and the widespread popularity of TikTok particularly among Generation Z users and the platform’s growing influence on consumer behavior, this study investigates the impact of TikTok media content on the purchase intention of Gen Z in Ho Chi Minh City. Data were collected through an online survey of 348 respondents and analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The analysis identified seven key dimensions of TikTok media content that influence purchase intention: informativeness, entertainment, interactivity, personalization, social diffusion, creativity, and product quality. The findings not only confirm the role of TikTok content in shaping Gen Z’s purchase intentions but also offer practical insights for businesses aiming to optimize their digital marketing strategies. The results highlight the importance of investing in creative, personalized, and high-quality content while fostering user interaction and content diffusion on the platform.

Competition Between Designers and Artificial Intelligence: Confrontation or Cooperation

Vo Dinh Nga — 2026-01-16

A Bibliometric Analysis of Medical Tourism Experiences

To Phuoc Hai — 2026-01-16

Medical tourism (MT), the practice of traveling across borders to seek medical care, has evolved into a rapidly expanding field that bridges healthcare, tourism and policy studies. This bibliometric analysis delves into the intellectual evolution and thematic shifts within the domain of Medical Tourism Experiences (MTEx) over the past two decades, from 2003 to 2024. By analyzing a comprehensive dataset of 555 publications sourced from the Web of Science and employing VOSviewer software for co-citation and keyword co-occurrence mapping, this study uncovers five dominant research clusters: healthcare service quality; patient satisfaction; digital healthcare and telemedicine; policy, ethics and destination competitiveness. The findings reveal the increasing intricacy of medical tourism, positioning it not only as a healthcare delivery model but also as a dynamic global economic sector. The study highlights how emotional, cultural and regulatory dimensions deeply influence patient experiences, reinforcing the multifaceted nature of MTEx. This research contributes critical insights into the current landscape of medical tourism and provides a roadmap for future interdisciplinary collaborations and strategic initiatives, aiming to shape the sector's sustainable growth and global impact

Navigating Dual Identities: How Bicultural Consumers Leverage Luxury Consumption to Cope with Perceived Discrimination and Enhance Well-Being

Cao Nhat Tuan — 2026-01-16

This study integrates social identity, acculturation, self-discrepancy, and compensatory consumption theories to investigate how bicultural individuals use luxury consumption to cope with perceived discrimination. The proposed framework highlights the moderating role of Bicultural Identity Integration (BII) and the mediating role of relative deprivation. Three experimental studies test this framework. Study 1 manipulates levels of perceived discrimination and investigates its effect on luxury consumption, moderated by BII. Individuals with low BII are expected to show stronger consumption responses to discrimination than those with high BII. Study 2 explores motivational differences, using message framing and product evaluations to assess preferences for extrinsic (e.g., status) versus intrinsic (e.g., self-expression) product attributes. Low-BII individuals are anticipated to favor extrinsic motives, while high-BII individuals lean toward intrinsic ones. Study 3 tests whether relative deprivation mediates the link between discrimination and luxury consumption, using scenario-based manipulations and behavioral measures. This research offers theoretical insights into how identity-based stress influences consumer behavior and underscores the importance of BII in shaping compensatory responses. It also provides practical implications for marketers and policymakers by revealing how luxury products serve as tools for coping, self-affirmation, and identity negotiation among bicultural consumers.

Exploring the Transnational Education Landscape of Vietnam and its Potential for International Cooperation

Tran Trung Nam — 2026-01-16

The Prime Minister has recently issued Decision No. 1705/QĐ-TTg dated December 31, 2024, approving the Education Development Strategy until 2030, with a vision toward 2045. The strategic objective is for Vietnam's education system to achieve an advanced level within the Asian region by 2030 and reach a globally advanced standard by 2045. Transnational education (TNE) plays a crucial role in the successful implementation of this strategy, enhancing educational quality and promoting international integration. This paper synthesizes disparate studies and examines legal documents, policies, and strategic reports, as well as conducts a comprehensive analysis of specific cases. Although TNE in Vietnam has developed over the past 25 years, its scale remains limited compared to its potential and the evolving demands of higher education planning. Adjusting regulatory frameworks and policies, enhancing university autonomy, and expanding international cooperation in education and investment are urgent requirements for TNE to fulfill its intended role within the national education system.