Science & Technology Development Journal: Economics- Law & Management

Virtual influencers increase Gen Z brand engagement

Le Thi Hong Minh — 2024-06-30

Nowadays, using virtual influencers is becoming a popular trend, accompanied by technological developments, giving businesses the ability to use images of famous people to enhance interaction with customers, and flexibly adjust styles and designs according to trends quickly. However, there are still few businesses applying this virtual influencer model and looking for ways to build an image that suits customer needs. This study investigates of young consumers' perceptions of virtual influencers, factors enhance interaction and image of virtual influencers to young customers. Using qualitative research method with first netnography, then in-depth interviews, conducted through online community research and face-to-face semi-structured interviews. Research results show that clearly defining the characteristics and personalities of virtual influencers has a positive effect on customer attraction while enhancing their interaction with brands. The study also proposes important theoretical and administrative contributions. A virtual influencer is another version of a real influencer, thus creating a close connection between these two versions, which can increase the connection with customers. It is also necessary to create a unique personality, a clear story, and combine the brand identity between the virtual version and the real version to create a highlight for the virtual version. In addition, the personification of the virtual version creates the effect of attracting customers with human-like consciousness and characteristics through the use of language and communication behaviours on the social networks of real influencers.

Factors affecting the purchase intention of Vietnamese brand organic cosmetics in Can Tho City

Nguyễn Thị Yên Chi — 2024-06-30

This study aims to analyze the factors influencing the purchasing intention of Vietnamese brands organic cosmetic among consumers in Can Tho city, while concurrently constructing a theoretical model suitable for the characteristics of consumers in this locality. Theoretically, the author has developed a model based on international models and domestic research, tailoring it to reflect the specific features of Can Tho city. This contributes to supplementing the existing knowledge base and expanding the applicability of the theory in the local context. Practically, the results of the study can support organic cosmetic businesses in gaining a deeper understanding of market demands and shaping marketing strategies to develop products that align with the specific expectations and values of consumers in Can Tho. Furthermore, the information obtained can assist in policy decisions and business strategies of the local government, particularly in the areas of sustainable development and health-conscious consumer trends. Data were collected from direct survey results 170 customers and analyzed using Cronbach’s Alpha coefficient, exploratory factor analysis (EFA) model and multivariate linear regression model. The analysis results show that there are 5 factors that positively affect the intention to buy Vietnamese brand organic cosmetics, including: (1) Environment conscious, (2) Health conscious, (3) Subjective norms, (4) Attitude and (5) Perceived quality. From there, the study proposes several solutions for Vietnamese-branded organic cosmetics businesses to promote consumers' purchase intention.

Practical experience from USA, Europe and Qatar in building a learning environment to support start-ups and its applicability to Vietnam

Bình Thanh Phùng — 2024-06-30

Entrepreneurship education serves as a pivotal driver of economic advancement globally, acknowledged for its multifaceted contributions to fostering innovation, generating employment opportunities, and catalyzing overall economic growth trajectories. However, the landscape of entrepreneurship education exhibits notable diversity, characterized by varying approaches, policies, and support mechanisms across different countries and even within specific regions. Despite its recognized importance, scholarly inquiry into the nuanced implementation of entrepreneurship education in Vietnam remains relatively limited. Consequently, this research endeavors to address this gap by embarking on a comprehensive exploration and comparative analysis of entrepreneurship education policies, support systems, and resource allocation strategies across diverse national contexts. By drawing upon illuminating case studies from a spectrum of countries, each distinguished by its unique socio-cultural milieu, this study aims to distill best practices and glean valuable insights that can inform and enrich the development of entrepreneurship education initiatives in Vietnam. Through a meticulous and nuanced examination, the research endeavors to furnish policymakers, educators, and stakeholders in Vietnam with actionable recommendations aimed at bolstering the efficacy and impact of entrepreneurship education endeavors in the nation. In doing so, it seeks to cultivate a more conducive environment for entrepreneurial innovation and economic prosperity.

Formative measurement structure of consumer animosity: The case of Vietnamese consumers towards Chinese products

Vu Hung Dang — 2024-06-30

Research on animosity in Vietnamese consumer behavior has yet to be extensively conducted. Regarding measurement structure, consumer animosity is a latent construct with a formative structure. However, studies in Vietnam predominantly use a reflective structure, indicating a mismatch between the structure and theoretical definition. This study aims to examine the causal measurement structure of the concept of consumer animosity and test its influence on willingness to purchase. The study was conducted with a preliminary survey of 180 customers in August 2023, followed by a formal survey of 200 customers in September 2023. The results from the analysis of 174 valid survey responses met the requirements, confirming the appropriateness of the causal measurement structure for assessing the concept of consumer animosity. The study identified two dimensions consumer animosity dimensions: cultural and pandemic animosity. The results of the nomological validity test affirmed the inverse relationship between consumer animosity and willingness to purchase products from the target country, consistent with previous studies. Future research should utilize the causal measurement structure to assess consumer animosity comprehensively and accurately. Several implications can be drawn: (1) Chinese investors, businesses, and entrepreneurs should pay attention to the cultural behavior towards Vietnamese consumers, and (2) Vietnamese consumers may become less concerned about negative emotions as the consequences of the COVID-19 pandemic are resolved.

The effect of management factors on financial information transparency of listed real estate companies in Viet Nam

Na Lê — 2024-06-30

In recent years, the real estate sector in Vietnam has experienced rapid development and made significant contributions to the country's overall growth, notably in job creation and national income. Transparency in financial information is one of the key factors facilitating the development of individual companies and the real estate industry. This study aims to assess the impact of managerial factors on financial information transparency within companies. Data was collected from the financial reports of 20 publicly listed real estate companies in Vietnam from 2012 to 2021. The research findings indicate that the proportion of audited financial reports with unqualified opinions ranged from 17 to 18 out of 20 reports annually. The average score for financial information transparency was 26.23 out of 40 points. We utilized panel data estimate methods, including fixed and random effects models, to explore the relationships between variables and financial information transparency. The research findings indicated that variables such as company size based on assets, market value/book value ratio, and board of directors size positively impacted on the transparency of company financial information. In contrast, variables like return on total assets, the proportion of female board members, gender of the board chairman, concurrent rights of the board chairman, and the number of board of directors' meetings had negative effects on the financial information transparency of these companies. These variables collectively explained 9.4% of the variation in the financial information transparency of the researched real estate companies.

Perceived inflation in the Vietnamese economy: New points in methodology and applications

Thanh Xuân Thị Phạm — 2024-06-30

Researching and developing methods to measure perceived inflation is an indispensable requirement for the monetary policy management of the State Bank of Vietnam, especially in the context of interest rate amplitudes. remains at the lowest level in history in Vietnam. This study was conducted in that context with the goal of developing a tool to measure perceived inflation based on a solid methodological foundation. The result is the creation of a new measure, integrating the psychological 'gain-loss' effect of consumers on price fluctuations. In particular, the final product is an integrated website, allowing automation of the research and analysis process. The results of the study provide evidence of overstated consumer inflation perceptions during periods of economic volatility, when perceived inflation is significantly higher than the headline inflation (CPI). These findings not only have academic value but are also important in supporting the State Bank of Vietnam in evaluating and operating monetary policy, especially in identifying and dealing with fluctuations in perceived inflation in the economy. From the results of this study, we call for participation and suggestions from the experts, with the aim of minimizing the undesirable effects of inflation and supporting the maintenance of a stable inflation rate, contributing to Vietnam’s economic growth in 2024.

Impulse buying behavior in livestream on Tiktok platform: Role of streamer attractiveness, social presence and sales promotion

Bang Viet Nguyen — 2024-06-30

The study employs the SOR model to investigate the influence of information quality, social presence, hedonic browsing, cognitive assimilation, and flow state on the impulse buying behavior of youth in Ho Chi Minh City. The paper follows a quantitative approach through a paper-based survey from 300 students in Ho Chi Minh City. The study used PLS-SEM and SmartPLS 4.0 to analyze the data. The findings of the study clarified that attractiveness of streamer, social presence has impact on cognitive assimilation, social presence, sales promotion has impact on flow state and sales promotion, cognitive assimilation and flow state has impact on impulse buying behavior. The study provides theoretical implications about impulse buying behavior and managerial implications to develop innovative marketing strategies for livestream merchants through understanding customer’s impulse behavior on Titktok’s livestream.

Personalized learning paths recommendation system with collaborative filtering and content-based approaches

Phong Duong Thanh Tran — 2024-06-30

Recommender systems have undergone a transformative evolution, reshaping user interactions across diverse domains. Notably, the emphasis on personalized learning paths has grown significantly in education. This research paper delves into the performance evaluation of User-based Collaborative Filtering and Content-based recommendation techniques to develop innovative recommender systems explicitly tailored to Information Systems students. By integrating the primary dataset collection rooted within the Knowledge - Skill - Attitude framework for students in the Faculty of Information Systems at the University of Economics and Law, this study assesses how effectively these two separate models develop personalized recommendation systems. Furthermore, the empirical evaluation of two distinct models, the Collaborative Filtering and Content-Based approach, across key metrics such as Precision, Recall, and F1-Score, provides a comprehensive view of their effectiveness in generating a Recommendation System for the University of Economics and Law. Findings reveal that the Collaborative Filtering approach excels in Precision, achieving a perfect score. At the same time, the Content-based technique demonstrates superior recall capabilities, suggesting its potential to cater to diverse educational needs. This paper also highlights the transformative role of recommendation systems in higher education, particularly in enhancing student engagement through personalized learning experiences and aligning curricula with industry requirements. Recognizing the limitations inherent in deploying either model independently, future research should propose a hybrid approach that combines the strengths of both Collaborative Filtering and Content-based methods, aiming to mitigate the existing drawbacks of the distinct model. The findings provide actionable insights for students, universities, and businesses to enhance educational content and career development tools and pave the way for future research on hybrid recommendation methodologies, which promise a more tailored and efficient learning experience for learners.

Professional coping among tax officials: Focus on co-workers support, working engagement, job satisfaction

Tuyên Quang Trần — 2024-06-30

This study seeks to investigate and clarify the influence of support from colleagues on professional coping mechanisms, work engagement, and job satisfaction among Vietnamese tax officials. Grounded in foundational theories of professional coping, stress, and coping strategies built upon and continuing the understanding from previous research results, this article provides a specific contextual analysis of the professional coping of tax officials in the context of the Vietnamese Government’s strong administrative reform aimed at developing and effectively managing human resources. The survey process and evaluation of results gathered from 251 observations have confirmed and supported our research hypothesis, demonstrating that support from colleagues has a positive impact on the professional coping of tax officials in Vietnam. Furthermore, this professional coping process significantly contributed to work engagement and job satisfaction among tax officials today. Based on the research findings, we have proposed practical recommendations and policy suggestions tailored to the tax sector in Vietnam.