• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.287-296
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• 2021

Stepping into the technological boom time, Vietnam has integrated into the trends of using Fintech applications as a new means of payment. This article evaluates the relationship between perceived security (including service security and platform security), knowledge, confirmation, perceived usefulness, satisfaction, attitude and lastly enterprise's images regarding the service and continuous intention to use Fintech services. The survey results of 352 Vietnamese customers using Fintech services, reliability test and extended post-acceptance model (EPAM) which is based on PAM and ECT models. From the survey, we further found out that perceived security (BSS) has no direct impact on continued intention to use, while perceived security (BSS) has positive impact on confirmation (CON), similarly, perceived usefulness (PU) and user's satisfaction (SES). Knowledge of the Mobile Fintech payment service (KNOW) has a positive impact on perceived security (BSS). Confirmation (CON) has a positive influence on perceived usefulness but in the meanwhile it has created a negative impact on user's satisfaction (SES). From the survey it can also tell that user's attitude (ATT) and enterprise image (IMG) both have a positive impact on continual intention to use Fintech services. From the research results, we also propose some recommendation to enhance the continual intention to use Fintech services in Vietnam.

• 유통과학연구
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• 제21권3호
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• pp.61-69
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• 2023

Purpose: This study's purpose is to conduct empirical research on online comments affect Vietnamese consumers' impulsive buying in e-distribution. This study also considers affecting of browsing toward the urge to buy, and the urge to buy toward impulse buying in e-distribution. Research design, data and methodology: This study used the non-probability method to assemble data from 273 customers' online buying experiences via a Google Forms online survey. By using SmartPLS, the data were examined for reliability, convergent validity, discriminant validity of the variables, and proposed hypothesis testing. Results: The empirical study discovered that internet comments with utilitarian and hedonistic values had a positive effect on browsing, the urge to buy, and impulse purchases in e-distribution. Additionally, the result revealed that browsing had a positive influence on the urge to purchase. Likewise, the findings also disclosed that the urge to buy had a favorable effect on impulse buying. Conclusions: This study offered a thorough conceptual model of internet feedback influencing browsing, urge to buy, and impulsive purchases in e-distribution. Also, to increase impulsive buying, this study will assist e-distribution managers in concentrating on developing innovative marketing strategies and action plans that take into consideration consumers' internet reviews, browsing, and urge to buy.

• The Journal of Asian Finance, Economics and Business
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• 제10권2호
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• pp.73-82
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• 2023

The study aims to evaluate the impact of corporate social responsibility on customers' repurchase intention in Vietnam's fast-moving consumer goods (FMCG) industry. This study employs primary data surveyed from 417 Vietnamese consumers, and the sample is selected based on the willingness to participate in providing information. The results show corporate social responsibility's positive impact on repurchase intention in the FMCG industry in the Vietnam market. There are three components of corporate social responsibility, including ethical responsibility, legal responsibility, and economic responsibility have a positive impact on repurchase intention. The economic responsibility component has the greatest effect on repurchase intention. There is not enough statistical basis for the philanthropic responsibility component of corporate social responsibility to recognize its impact on repurchase intention. The findings of this study suggest that companies dealing in the FMCG industry in Vietnam need to invest more in further developing their corporate social responsibility, it not only helps to improve their customer loyalty to businesses but also contributes to promoting the country's economic and social development in a better and more sustainable direction.

• 유통과학연구
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• 제20권11호
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• pp.89-98
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• 2022

Purpose: Increasing competition in the higher education sector has prompted universities to enhance their marketing efforts and understand their potential customers. The study aims to explore how information sources are used and changed among prospective Vietnamese students during the decision-making process. Research Design, Data, and Methodology: This study undertakes a longitudinal study involving multiple rounds of data collection to better understand the decision-making process of prospective students. Data was collected from 12th -grade students in Vietnam through two rounds of quantitative surveys with 251 students and one round of qualitative interviews, spanning the duration of their senior year. The three stages of the decision-making process correspond to the three stages of pre-purchase period. Results: Most students decide that attending open days, taking career assessments, and looking up information online are the most important information sources to consider. The WOM sources are more important in the early stages, while university-generated sources and events are important in the later stages. Conclusion: Implications from this study may contribute to the design of more effective marketing communications campaigns as university marketers gain a better understanding of the distribution of information sources utilized for each specific stage of the decision-making process.

• 유통과학연구
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• 제21권11호
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• pp.67-75
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• 2023

Purpose: The study is focused on understanding consumer behaviour related to credit card use in retail payment or identifying factors that influence risk perception. Research design, data and methodology: Based on data collecting from structured self-administered questionnaires of 247 Vietnamese bank account payers, this study uses the Cronbach alpha analysis, the factor analyses, the structural equation modeling to assess the research's measurement model and structural model with the presence of knowledge, propensity to trust, self-efficacy, risk perception, intended use and their complex, intertwined relationships. Results: The results reveal that customer's perceived risk, which is affected by their self-efficacy and propensity to trust, negatively impact on their intended use of credit cards in retail payment. However, there is no evidence of the significant influence of consumer knowledge on how they assess potential losses of credit card. Conclusions: These findings provide a better understanding of consumer risk perception, its antecedents and consequence in a direction of credit card adoption. Bank managers or marketers should focus on increasing the information about credit cards and issues related to credit card use in retail payment, promoting mechanisms to encourage customers to participate in the credit card experience.

• 대한방사선기술학회지:방사선기술과학
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• 제44권2호
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• pp.133-140
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• 2021

This study aims to analyze the quality and satisfaction of healthcare perceived by patients using hospitals and to provide basic data necessary for expanding and settling Vietnamese healthcare services by analyzing the impact on recommendation intentions. The research method selected one hospital in Vietnam and collected data from patients using the hospital and used a total of 286 effective samples as data for hypothesis verification. The research model and hypothesis verification were analyzed with the statistical data from SPSS and AMOS. The findings show that, first, tangibility, accessibility, and reliability all have a positive effect on the quality of healthcare. Second, it has been shown that only accessibility among the quality of healthcare has a positive effect on recommendation intentions. Third, customer satisfaction has been shown to have a positive effect on recommendation intentions. Fourth, when looking at the mediating effect, reliability among the quality of healthcare was shown as a full-mediated effect, but accessibility was shown to have a partial mediating effect and tangibility to have no mediating effect. Contact management is important because customer satisfaction is highly regarded when customers feel positive emotions at the interface from the provision of convenience facilities that support medical services to the reduction of waiting time for patients, employees kindness, treatment, medication, and inspection. It is also confirmed that the demand for convenient and rapid use of hospitals is increasing in Vietnam. In addition, if customer satisfaction is increased through friendly medical staff's response, the intention of recommendation will be even greater.

• 무역학회지
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• 제43권3호
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• pp.27-46
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• 2018

본 연구의 목적은 글로벌 프랜차이즈 커피전문점을 이용하는 베트남 소비자들을 대상으로 베트남에 있는 국내·외 프랜차이즈 커피전문점 이용현황을 규명하고, 프랜차이즈 커피전문점의 서비스품질과 고객자산이 고객만족, 고객신뢰, 고객 충성도에 어떠한 영향을 미치는지 살펴보고자 하였다. 구체적인 연구결과는 다음과 같다. 첫째, 서비스 품질이 고객만족 및 고객신뢰에 긍정적 영향을 미치는 것으로 나타났다. 둘째, 관계자산은 고객만족과 고객신뢰에 긍정적 영향을 미치는 것으로 나타났으며, 브랜드자산은 고객만족에 긍정적 영향을 미치지만 고객신뢰에 영향을 미치지 않는 것으로 나타났다. 셋째, 고객신뢰는 고객만족과 고객충성도에 모두 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 고객만족은 고객충성도에 긍정적 영향을 미친다고 나타났다. 본 연구는 이러한 실증분석결과를 바탕으로 하여 연구의 시사점 및 한계점을 제시하였다.

• 한국인터넷방송통신학회논문지
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• 제19권3호
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• pp.9-15
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• 2019

영어로 된 아마존과 같은 대형 글로벌 온라인 쇼핑몰은 전 세계를 대상으로 영어 또는 판매 해당국가 언어로 서비스를 하고 있다. 온라인 쇼핑몰 이용자 중, 많은 고객은 상품 리뷰평가를 참조하여 상품을 구매하고 있다. 그래서 고객들이 작성한 대량의 리뷰데이터를 이용하여 구매 상품에 대해 긍정과 부정을 판정하는 감성분석을 영어를 중심으로 활발히 연구되고 분석 결과는 고객의 타켓 마케팅에 활용되고 있다. 하지만 이와 같은 영어 중심의 감성분석 시스템을 전 세계의 다양한 언어에 그대로 적용하기는 어렵다. 따라서 본 연구에서는 영어로 된 50만개 이상의 아마존 푸드 상품 리뷰데이터를 학습과 테스트 데이터로 분리하여 딥러닝 기술 기반의 감성분석 시스템을 구현하였다. 먼저 영어 테스트데이터의 3가지 모델에 대한 감성분석 평가 실험을 한 후에, 같은 데이터를 자동번역기로 7개국(한국어, 일본어, 중국어, 베트남어, 불어, 독어, 영어) 언어로 번역 후에 다시 영어로 번역하여 실험 결과를 얻었다. 감성분석 정확성은 영어(94.35%)에 비해 각 7개국 언어의 평균(91.59%)보다 정확도가 2.77% 정도 낮게 나왔으나 번역 성능 수준에서 실용 가능성을 확인하였다.