Tạp chí của Trường Đại học Kinh tế- Đại học Đà Nẵng
DETERMINANTS OF INVESTMENT AWARENESS AMONG YOUNG PEOPLE IN DANANG CITY
Investment serves as a key driver of economic growth. The establishment of a national financial center in Da Nang has created favorable conditions to enhance investment awareness and participation among young people. This study aims to identify the determinants of investment awareness among the youth in Da Nang City. Data were collected from 596 individuals aged 18-40 using a convenience non-probability sampling method. The results reveal that financial knowledge, investment environment, saving behavior, risk attitude, and parental influence all have positive effects on investment awareness. Saving behavior exerts the strongest influence on investment behavior, while risk attitude shows the weakest effect. However, parental influence, comprising educational orientation and financial support, has a significant negative impact on investment awareness. The findings indicate that young people tend to prioritize saving and reinvestment amid economic challenges, whereas cultural and economic factors lead parents to emphasize education and career stability over investment guidance. Policy implications suggest promoting rational saving behavior, strengthening financial education for youth through formal training combined with familybased education, improving the investment environment, and fostering positive risk attitudes to stimulate individual investment and support sustainable economic growth.
THE IMPACT OF REWARDS AND RECOGNITION ON IN-ROLE AND EXTRA-ROLE PERFORMANCE: THE MEDIATING ROLE OF EMPLOYEE ENGAGEMENT IN VIETNAMESE HIGHER EDUCATION INSTITUTIONS
This study investigates how rewards and recognition affect in-role and extra-role performance through employee engagement among Vietnamese university lecturers. Data were collected from 232 respondents via structured questionnaires, and a quantitative approach was employed. Using SEM analysis, the study confirms that employee engagement fully mediates this relationship. Moreover, psychological safety and organizational justice moderate the link between rewards and engagement. The findings provide theoretical insights and managerial implications for performance management in higher education.
EXPLORING THE DYNAMICS OF DECENTRALIZED MANAGEMENT IN BUSINESS: A BIBLIOMETRIC ANALYSIS
Decentralized management (DM) in business settings has gained significant traction in recent years as an effective approach to enhance flexibility, innovation, and operational speed, especially in today’s fast-changing digital world. This study aims to provide insights into the current state of DM research and offer implications for future studies. Data was retrieved from 184 Web of Scienceindexed documents published between 1992 and 2024. Key bibliometric indicators - such as publications, citations, countries, journals, and authors - were analyzed using RStudio’s Biblioshiny package. Additionally, topic trend analysis was conducted using VOSviewer software to examine current research patterns in the field. The results indicate that DM research is progressing steadily, with the USA, China, and the UK leading in research output and collaborations. Prominent research themes include keywords like “firm performance”, “business strategy”, “coordination”, “supply chain”, and “blockchain”. These findings highlight the need for further research to address coordination challenges in decentralized business models, particularly through the development and application of blockchain technologies.
CUSTOMER CHURN PREDICTION IN MOBILE BANKING APPLICATION BASED ON RANDOM FOREST
The study was conducted to evaluate the performance of Random Forest in predicting customers’ tendency to abandon mobile banking apps and to explore the input features that contribute significantly to identifying customers’ intention to abandon. Qualitative, quantitative, and bibliometric methods were used in the study. The study used simulated data to train the Random Forest model with 5 input features, including (1) Login Frequency, (2) Balance Checks, (3) Transfer Transaction, (4) Online Savings, and (5) Bill Payments. Additionally, the study compared the performance of Random Forest with that of other supervised machine learning models, including Gradient Boosting, Logistic Regression, and SVM. The results show that Random Forest achieved the highest predictive performance, with up to 99.5% accuracy. Two characteristics were identified as strong indicators: “Login Frequency” and “Balance Checks.” From the research results, the application of supervised machine learning models in early identification of customers who are likely to leave the bank and perform periodic identification to ensure accuracy when customers change their consumer behavior, and business strategies need to prioritize focusing on customer groups that tend to leave, in addition, banks need to strengthen cooperation with businesses to create incentives to stimulate user demand.
FACTORS AFFECTING CARBON CREDIT CONTRIBUTIONS VIA RIDE-HAILING APPS IN VIETNAM
This study investigates the determinants of users' intentions to purchase carbon credits via a ridehailing application, offering insights into voluntary carbon offsetting behavior on digital platforms. Based on data collected from a structured survey of 408 ride-hailing service users in Vietnam, the study applies multivariate regression analysis to examine five factors: environmental awareness, social influence, perceived ease of use, price awareness, and marketing communication. The results reveal that environmental awareness, ease of use, and marketing communication positively influence users' willingness to contribute, while price awareness negatively affects their intention to contribute. Social influence shows a weaker yet significant positive impact. These findings have practical implications for digital platform providers and policymakers, promoting sustainable consumer behavior by enhancing platform design, communication strategies, and pricing transparency. The study contributes to the literature on green consumption by contextualizing voluntary carbon offsetting within mobile app ecosystems in a developing country setting.
UNLOCKING ENVIRONMENTAL INNOVATION: DO BIGTECH AND FINTECH CREDIT EASE FINANCIAL CONSTRAINTS?
This study examines the impact of financial constraints on firms’ environmental innovation, with a particular focus on the moderating role of alternative financing. Using cross-country data from 2013 to 2019, we find that a one-standard-deviation increase in financial constraints (measured by KZ_index) is associated with a 6.9% decline in environmental innovation. However, BigTech credit significantly mitigates this effect, offsetting nearly 39% of the adverse impact, whereas FinTech credit shows no comparable influence. These findings highlight the importance of financial capacity in supporting environmental innovation and suggest that BigTech credit may serve as an effective enabler of sustainable investment.
EVALUATING AND EXPLAINING THE IMPACT OF PET INFLUENCER MARKETING ON SOCIAL MEDIA: THE ROLE OF BRAND CUTENESS AND BRAND TRUST
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.
DETERMINANTS OF UNIVERSITY STUDENTS' INTENTION TO USE ONLINE RECRUITMENT PLATFORMS IN HO CHI MINH CITY
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.
ANALYZING THE FACTORS INFLUENCING VIETNAMESE USERS’ ATTACHMENT TO OPEN-SOURCE AI ASSISTANT MODELS: THE CASE OF THE DEEPSEEK APPLICATION
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.
GREEN BEHAVIOR OF HOTEL INDUSTRY EMPLOYEES: RESEARCH TRENDS IN VIETNAM AND THE WORLD
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.
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
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.
THE MEDIATING ROLE OF ADHOCRACY CULTURE IN THE RELATIONSHIP BETWEEN TRANSFORMATIONAL LEADERSHIP STYLE AND EMPLOYEES’ INNOVATIVE WORK BEHAVIOR IN VIETNAMESE ENTERPRISES
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.
ENVIRONMENTAL COGNITION AND WILLINGNESS TO PAY FOR GREEN PARK SYSTEM DEVELOPMENT IN HUE CITY
The study aims to investigate the effect of environmental awareness on the willingness to pay (WTP) to establish a green park system in Hue City. It surveyed 238 people using a convenience interview approach and utilized the Propensity Score Matching (PSM) method to reduce bias in the estimation process. The findings indicate that an individual's understanding of the importance of green parks for both the environment and tourism positively impacts their willingness to pay for the development of this system. Based on these findings, the study recommends that local governments adopt strategies to enhance public awareness of the significance of green spaces through propaganda campaigns focusing on environmental benefits, health, and tourism potential. Additionally, developing model green park projects in residential areas, schools, and public spaces will enable people to gain firsthand experience and better understand green space's value for life and the environment.
QUANTILE REGRESSION ANALYSIS OF THE RELATIONSHIP BETWEEN HUMAN CAPITAL AND MIGRATION IN VIETNAM’S CENTRAL HIGHLANDS
The study employs the quantile regression method to analyze the relationship between human capital and socio-economic factors with migration in the Central Highlands region during the period 2010-2024. The dataset includes the number of out-migrants, the proportion of trained workers, investment capital, public health expenditure, and urbanization rates across five provinces. The results indicate that human capital is positively correlated with migration across all quantiles, though the magnitude decreases at higher quantiles. This suggests that high-skilled labor tends to migrate more in provinces with lower levels of out-migration. Investment capital and public health expenditure show a significant negative relationship, particularly at lower quantiles, implying that infrastructure investment and social welfare spending contribute to population stability. Urbanization is positively correlated at higher quantiles, suggesting that the urbanization process promotes population movement in areas with high migration levels. The findings suggest that development policies should be flexibly tailored to the migration intensity of each province within the Central Highlands region.
THE ROLES OF CULTURAL-VALUE SIMILARITY AND SOCIAL SUPPORT IN FOSTERING VOCATIONAL SCHOOL-ENTERPRISE COLLABORATION IN VIETNAM'S SOUTH CENTRAL COAST: A MEDIATED MODERATION ANALYSIS
Purpose of this study investigates the determinants of vocational school-enterprise collaboration (VSEC) for tourism workforce development in Vietnam's South Central Coast, a critical issue for emerging economies. While prior research highlights economic factors, the roles of cultural-value similarity (CVS) and social support (SS) remain underexplored. This research tests an integrated model to clarify their influence on collaboration intention and behavior. Methods are anchored in the Theory of Planned Behavior (TPB), the model incorporates trust, competitive advantage, risks, and barriers. Quantitative data were collected via surveys from 209 VET institutions and 366 tourism enterprises, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings of results confirm CVS and SS positively impact VSEC. The study's key contribution is clarifying CVS's dual role: it is a strong direct antecedent for collaboration but, contrary to expectations, not a contextual moderator. Trust, competitive advantage, and support were also significant drivers. By rejecting the moderation hypothesis, this research offers a nuanced understanding of VSEC drivers, providing actionable insights for managers on partner selection and for policymakers on designing effective support interventions.
A STUDY ON FACTORS INFLUENCING THE INTENTION TO ATTEND LIVE MUSIC EVENTS: THE CASE OF VIETNAMESE YOUTH
This study aims to explore the factors that influence the intention to attend live music events of young people, through combining the Cognitive-Affective-Conative (C-A-C) model and the Theory of Planned Behavior (TPB). Data were collected from 384 respondents between the ages of 18 and 30 through an online survey via Google Form. Then they were analyzed by using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that antecedent factors such as Idol Worship and Engaging Entertainment affect the components of the TPB model. Attitude and Perceived Behavioral Control have significant effects on attendance intention, while Subjective Norms doesn't show a significant impact as expected. The study also contributes to supporting the development orientation of the live music industry in Vietnam in a sustainable direction and in line with the tastes of young people.
FOREIGN DIRECT INVESTMENT, RENEWABLE ENERGY AND SOCIAL WELFARE IN VIETNAM
This study aims to investigate the relationship between foreign direct investment, renewable energy, and social welfare in Vietnam from 1991 to 2021. Using the Autoregressive Distributed Lag model, the study evaluates the short-term and long-term impacts among the variables. The results indicate that renewable energy has a negative impact both in the short term and long term. Foreign direct investment does not have a statistically significant effect on social welfare in the short term but shows a negative impact in the long term. These findings suggest important policy directions, such as improving mechanisms to support renewable energy development and enhancing the quality of foreign direct investment flows to ensure the enhancement of social welfare toward sustainable development in Vietnam.
CORPORATE ETHICS - THE PRELIMINARY FACTOR FOR FOOD WASTE REDUCTION BEHAVIOR IN VIETNAMESE ENTERPRISES
With the continuous development of the consumer economy, production and service activities, especially in the food sector, are becoming more and more popular and play an important role in the growth of each country. However, this process is accompanied by negative impacts on the environment and ecosystem, and in the food sector, it is the occurrence of food loss and waste at both the business and household levels each year. This article analyzes the current situation of food waste in businesses in Vietnam, thereby presenting challenges and opportunities which act as a basis for making recommendations to improve this situation. Coordination between businesses and the government is necessary to put food waste reduction behavior into practice and create a solid foundation for sustainable development in the future. In addition, a company's behavior towards food waste depends on its level of corporate ethics, which is reflected in the awareness of each individual in the company's management system and culture.
IMPACT OF VIRTUALITY IN THE WORKPLACE ON EMPLOYEE COMMITMENT: THE MODERATING ROLE OF TRANSFORMATIONAL AND TRANSACTIONAL LEADERSHIP
This study analyzes the impact of virtuality in the workplace on employee commitment and the moderating role of two leadership styles: transformational leadership and transactional leadership. The study aims to clarify the effects of the virtual work environment and how leadership styles influence employee engagement. The study employs a quantitative research method with 386 survey samples collected from employees at businesses in Vietnam and analyzed using SmartPLS 3 software. The findings indicate that virtuality in work teams negatively affects employee commitment, whereas transformational leadership positively enhances commitment by inspiring employees and fostering a positive work environment. Though less influential, transactional leadership also contributes to maintaining commitment through clear performance management. The research results provide a foundation for businesses to adopt appropriate leadership styles to enhance employee engagement and work efficiency in virtual environments.
THE APPLICATION OF FUZZY-TOPSIS TO EVALUATE THE POTENTIAL FOR ATTRACTING FDI TOWARD SUSTAINABLE DEVELOPMENT: A CASE STUDY IN DANANG CITY
With a vision to promote FDI inflows alongside sustainable development (SD) goals, policymakers in Danang City face the challenge of how to objectively and accurately evaluate the FDI potential of individual local areas, thereby formulating strategies to effectively allocate and utilize resources. To address this, the study proposes a Fuzzy-based multi-criteria decision-making model, named FuzzyTOPSIS, to assess and rank the FDI potential of four major economic clusters in Da Nang: the HighTech Industry Cluster, the Seaport-Logistics Cluster, the Innovation Cluster, and the High-Tech Agriculture Cluster. The results show that the High-Tech Industry Cluster holds the highest potential for attracting sustainable FDI, followed by the Seaport-Logistics Cluster, the High-Tech Agriculture Cluster, and finally, the Innovation Cluster. These findings derived from Fuzzy-TOPSIS align closely with the city’s development strategy, thereby affirming the applicability of the model, and its practical value in informing FDI policymaking.
DETECTING FINANCIAL STATEMENT FRAUD: A COMPREHENSIVE REVIEW OF RESEARCH TRENDS AND FUTURE DIRECTIONS
This paper surveys both domestic and international research on detecting financial statement fraud in firms, presenting a concise overview of the main findings. By comparing models that use financial ratios, non-financial information, and machine learning techniques, the study demonstrates that machine learning methods outperform traditional statistical approaches. It also identifies research gaps in Vietnam, such as the limited integration of non-financial data, the predominant reliance on traditional methods, and the narrow focus on companies listed on a single exchange. These findings contribute to the theoretical foundation for developing more effective fraud detection models and offer policy implications for relevant stakeholders.
LGBTQ-FRIENDLY FIRMS AND CLIMATE RISKS: EVIDENCE FROM FIRM-LEVEL ANALYSIS
Using a comprehensive panel dataset of U.S.-listed firms from 2001 to 2021, this study finds a strong negative association between LGBTQ-inclusive policies and firm-level climate risk. Our findings remain robust across multiple model specifications; especially, the mitigating effect of inclusive policies is more pronounced among firms with lower levels of ESG-linked executive compensation. These results suggest that social inclusion practices enhance transparency, organizational adaptability, and environmental resilience. The study underscores the role of diversity- and inclusionoriented corporate governance practices in mitigating long-term environmental challenges.
EXTERNAL GOVERNANCE AND CORPORATE TAX AVOIDANCE: INITIAL EVIDENCE FROM VIETNAM
This study examines the relationship between external corporate governance mechanisms—namely, independent boards, major shareholders, and Big Four auditors—and tax avoidance by Vietnamese listed firms. This aspect has been little studied in the local context. This study employs the Generalized Least Squares (GLS) method to mitigate the heteroskedasticity issue in panel data, thereby enhancing the precision and reliability of the analytical findings. The results indicate that firms with independent boards and a higher proportion of major shareholders are more inclined to engage in tax avoidance; meanwhile, firms audited by Big Four auditors are less likely to avoid taxes.
MOTIVATION TO CONDUCT SCIENTIFIC RESEARCH IN VIETNAMESE STUDENTS IN THE CONTEXT OF INNOVATION
The study objective is to evaluate the factors affecting the motivation of Vietnamese students to conduct scientific research, considering the role of artificial intelligence (AI) regulators. The results of quantitative analysis with primary data collected from 923 students at universities in Vietnam show that the factors of instructors, research environment, training programs, awareness of research experience, innovation capacity, AI tools influence students' motivation for scientific research. In particular, the biggest influencing factor on students' motivation for scientific research in the survey scope is the innovation capacity. From these results, certain implications will be suggested to contribute to improving student scientific research activities in Vietnam.
BITCOIN FUTURES ETF: A COORDINATING FACTOR OR INFLUENCED BY THE BITCOIN MARKET?
The recognition of Bitcoin ETFs marks a significant milestone in integrating cryptocurrency with traditional finance. Utilizing Bitcoin price data and Bitcoin ETF futures contracts from 2021 to 2024, this study employs the GARCH model and Granger causality tests to examine the relationship between Bitcoin ETF futures and the Bitcoin market. The findings indicate a positive instantaneous impact between Bitcoin and Bitcoin ETFs in both directions. Additionally, while Bitcoin increases Bitcoin ETF price volatility, Bitcoin ETFs help reduce Bitcoin’s volatility. The Granger causality test suggests that past Bitcoin prices can predict Bitcoin ETF prices, but there is no evidence supporting the reverse relationship. The study affirms the leading role of Bitcoin futures in relation to Bitcoin ETFs; however, Bitcoin ETFs contribute to stabilizing the Bitcoin market. Based on these findings, the research provides several policy implications for Bitcoin market regulators, Bitcoin ETFs, and investors.
THE IMPACT OF ICT CAPABILITY ON THE PROFITABILITY OF VIETNAMESE COMMERCIAL BANKS
This study analyzes the impact of information and communication technology (ICT) capability on the profitability of Vietnamese commercial banks in the period 2006-2022. In this study, information and communication technology capability is measured by the composite ICT index and three ICT index components including technical infrastructure, human resource infrastructure and ICT application. Using the panel data regression with fixed effect model, the study found a positive impact of both the composite ICT index and component indexes on the profitability of banks. This research result implies that investment in ICT is necessary for commercial banks in Vietnam in the context of the current digital industrial revolution. This is also the basis for bank managers and policy makers to develop appropriate development strategies to achieve the goal of national digitalization.
STAFF MARGIN IN STATE-OWNED AGENCIES: A CASE STUDY OF CAN THO UNIVERSITY
This research investigates the administrative staff margin at Can Tho University by applying the FullTime Equivalent (FTE) method. A survey was conducted involving seven administrative personnel and 134 faculty members currently employed by the institution. Utilizing descriptive statistics as the primary research methodology, the study facilitates a systematic analysis and integration of the collected data. The results reveal that calculating administrative staff margin using the FTE method, grounded in workload and actual productivity, yields greater effectiveness and accuracy than the traditional FTE method based on student and faculty counts. This study highlights the critical importance of precise staffing calculations, especially within the public sector, specifically at Can Tho University. Furthermore, it offers several recommendations aimed at improving staffing efficiency moving forward.
CEO MILITARY EXPERIENCE AND CORPORATE CASH HOLDINGS: EMPIRICAL EVIDENCE FROM VIETNAM
This study employs data from 302 non-financial companies listed on the Ho Chi Minh City Stock Exchange (HOSE) during the 2013-2021 period to assess the impact of CEOs' military experience on corporate cash holdings in the Vietnamese market. The results indicate that firms led by CEOs with military experience hold less cash compared to their peers. The reliability of the findings is reinforced by employing various research methods, including OLS regression, propensity score matching (PSM), and a sub-sample anaylis excluding the COVID period. The study not only adds empirical evidence on the influence of managers' personal characteristics on corporate financial policies but also provides important implications for the selection, training, and evaluation of top executives.
THE INTERNATIONAL AND DOMESTIC CONTEXT AFFECTING THE DEVELOPMENT OF THE DIGITAL ECONOMY: OPPORTUNITIES AND CHALLENGES FOR VIETNAM
The research analyzes the international and domestic contexts influencing the development of Vietnam's digital economy, highlighting opportunities and challenges during the digital transformation era. Globally, advanced technologies such as Artificial Intelligence (AI), the Internet of Things (IoT), and Big Data have shaped major economies like the United States, China, and Europe, fostering innovation and investment in digital infrastructure. The Vietnamese government has introduced a national digital transformation strategy to enhance labor productivity and drive economic growth. The impacts of the Fourth Industrial Revolution present opportunities for Vietnam to learn from international experiences and foster collaboration while also posing challenges in terms of policy, human resources, and infrastructure. The research synthesizes definitions and identifies three main components of the digital economy: (1) ICT-based digital economy, (2) Internet platformbased digital economy, and (3) sectoral digital economy. It also proposes solutions to refine the legal framework, strengthen human resource training, and develop digital infrastructure to support economic growth in the context of globalization.
CUSTOMER-ORIENTED ORGANIZATIONAL CITIZENSHIP BEHAVIOUR: THE CASE OF FRONTLINE EMPLOYEES IN HOTELS
While previous studies have explored organizational citizenship behaviour (OCB) in the hospitality industry, this research proposes a theoretical model to assess the impacts of antecedents related to the hotel work environment, job engagement, and customer-oriented OCB (CO-OCB). The Stimulus-Organism-Response (S-O-R) theory and the Partial Least Squares Structural Equation Modeling (PLS-SEM) method were employed to test the research hypotheses from 364 frontline hotel employees in Vietnam. Results confirmed direct relationships between four antecedents (job autonomy, organizational support, co-worker support, and customer contact) and work engagement; between two antecedents (job autonomy and co-worker support) and CO-OCB; as well as the mediating role of work engagement in the linkages between all four constructs and COOCB. Subsequently, practical implications are provided to assist hotel managers and human resource practitioners in enhancing the performance of frontline employees’ discretionary customer service behaviours.