Tạp chí của Trường Đại học Kinh tế-Tài chính Tp. Hồ Chí Minh
Trường Đại học Kinh Tế - Tài Chính TP.HCM (UEF)
Perceived Greenwashing and Sustainable Consumer Behavior: Evidence from Generation Z in Vietnam
This study investigates the influence of perceived greenwashing (PG) on sustainable consumer behaviour among Generation Z in Vietnam, focusing on the mediating roles of brand trust (BT), attitude toward green products (ATT), and sustainable purchase intention (SPI). The objective is to clarify how deceptive environmental claims affect both psychological and behavioural outcomes in sustainable consumption. Data were collected through a structured questionnaire survey distributed online and offline using purposive sampling, targeting consumers familiar with eco-friendly products. A total of 302 valid responses were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 3. The results reveal that PG has significant negative effects on BT and ATT, while BT and ATT positively influence SPI, which in turn drives sustainable purchase behaviour (SPB). Moreover, BT and ATT mediate the indirect effects of PG on SPI and SPB, highlighting the critical role of trust and attitudes in converting environmental perceptions into action. The study contributes theoretically by drawing on the attitude of the Theory of Planned Behavior and integrating perceived greenwashing and brand trust to explain sustainable purchase intention and behavior. Practically, it provides guidance for enhancing transparency, credibility, and consumer trust in sustainability communication.
Policies to Enhance the Effectiveness of Reskilling Activities for the Garment Industry Workforce in the Southern Mekong Delta during the Digital Transformation Period
In the context of Vietnam’s garment industry being affected by automation and digital transformation, this study surveys 54 garment enterprises in the Southern Mekong Delta. A structured questionnaire survey method was employed, and the data were processed using descriptive statistics and group comparison. The results indicate that 70.4% of enterprises are aware of the importance of reskilling; however, the rate of implementing periodic skill assessment systems and training cooperation with external institutions remains limited, while the most common forms continue to be “on-the-job training” and internal training. Major barriers include the lack of appropriate programs, limited financial resources, and difficulties in accessing policy support. From these findings, the study proposes three groups of policy recommendations to enhance the effectiveness of reskilling human resources in the garment industry in the Southern Mekong Delta - focusing on enterprises, training institutions, and state management agencies.
The Role of the Balanced Scorecard (BSC) and the Mediating Effect of Entrepreneurial Innovation (EI) on Performance of Vietnamese Enterprises
This study aims to analyze the influence of Balanced Scorecard on firm performance and the role of Entrepreneurial Innovation as a mediator in the process for firms in Vietnam. Data from a survey conducted by enterprises operating in HCMC will provide an opportunity to empirically test the relationships proposed in the conceptual model. The approach of this study is quantitative, based on a convenience sampling approach to data collection. Structural Equation Modeling (SEM) was employed to test the direct influence of the basic dimensions of BSC-Customer Perspective (CP), Financial Perspective (FP), Internal Process (IP), and Learning and Growth (LG) on EI and, in turn, on FIP. Results from this study would imply that firms, by adopting the BSC framework, can improve their innovative ability, thus leading to better performance outcomes. Furthermore, the study highlights the crucial mediating role of EI, demonstrating that innovation-based strategies are very instrumental in ensuring the creation of sustainable competitive advantages. The study argues that there should be a balance in the use of EI in the appraisal system to ensure the long-term success of any organization. Hence, these findings will be instrumental for managers, policy formulators, and researchers in enhancing firm performance through structured innovation strategies.
Sustainability Reporting, Global Uncertainty, and Firm Performance in Vietnam: Evidence from Panel GLS
This study examines how sustainability reporting (SR) and global uncertainty affect firm performance in Vietnam. Using a balanced panel of 145 listed firms during 2021–2023 and estimating panel generalized least squares (GLS), we find that issuing a sustainability report is positively associated with profitability. Specifically, SR increases ROA by about 0.080 (p<0.01). In contrast, global uncertainty measured by the World Uncertainty Index (WUI) is negatively related to performance (β≈−0.402, p<0.10), suggesting that higher global uncertainty erodes firms’ profitability. However, the Global Economic Policy Uncertainty (GEPU) index shows no statistically significant effect on ROA (p>0.10). The results highlight the role of sustainability reporting in enhancing firm performance, while emphasizing firms’ vulnerability to global uncertainty. Practical implications are provided for managers and policymakers to strengthen sustainability disclosure and risk management under uncertain global conditions.
Go Green, Stay Happy: Unlocking Employee Satisfaction Through Green Human Resource Management
In response to growing environmental concerns, organizations are increasingly adopting sustainable practices, including Green Human Resource Management (GHRM). This study investigates the impact of GHRM on employee job satisfaction within the Vietnamese context. Drawing on survey data from 165 employees across five companies implementing GHRM initiatives, the research examines five key dimensions: green recruitment, green training and development, green performance management and appraisal, green reward and compensation, and green employee empowerment. Using SmartPLS for data analysis, the findings reveal that all five GHRM practices positively influence employee job satisfaction. These results underscore the strategic importance of integrating environmental sustainability into HRM frameworks and offer practical implications for managers seeking to enhance employee satisfaction while advancing organizational sustainability goals. This study employed a small sample size in Vietnam, which limits the generalizability of the findings, and since GHRM has so far focused only on five core elements, further research is needed to expand its scope.
The Impact of Greenwashing in Marketing: A Bibliometric and Systematic Review (2015-2025)
This study presents a comprehensive bibliometric and systematic review of greenwashing in marketing, covering the period from 2015 to 2025. The research examines how greenwashing influences corporate marketing strategies, particularly in the context of the growing emphasis on sustainability. Data were extracted from 214 peer-reviewed articles in the Scopus database, using keywords related to greenwashing and sustainable marketing. A subset of 10 highquality articles was selected for the systematic review to critically evaluate the evidence and synthesize key findings. Findings reveal that greenwashing undermines consumer trust and brand credibility, posing significant challenges for firms committed to ethical marketing. The study also highlights the evolution of green marketing strategies and the potential risks associated with misleading sustainability claims. Based on the analysis, the authors propose future research directions and managerial implications to help businesses recognize, address, and mitigate greenwashing behaviors, ultimately contributing to the development of transparent and sustainable marketing practices.
Is Education Reform an Enabler of Firm Financial Performance? A Sharp Regression Discontinuity Design in Vietnam
This study investigates whether national education reform can enhance firm performance by shaping the human capital of corporate leaders. Exploiting Vietnam’s 1986 Đổi Mới reform as a quasi-natural experiment, we implement a sharp regression discontinuity design (RDD) using CEO birth year as the assignment variable. Our findings show that firms led by CEOs exposed to post-reform education achieve significantly higher financial performance, with a 1.44% increase in return on assets (ROA) and a 3.63% increase in return on equity (ROE) relative to sample averages. These effects are particularly pronounced among female CEOs, those with postgraduate degrees, and CEOs with equity ownership, indicating that reformera education interacts with both agency incentives and demographic traits. By anchoring CEO characteristics in institutional origins, this study extends the upper echelons and human capital theories, and provides novel causal evidence on how macro-level policy reforms can generate micro-level organizational returns in emerging market contexts.
The Impact of Green Human Resource Management on Green Innovation in Vietnamese Small and Medium Enterprises
The purpose of the study is to investigate into how Green Innovation (GI) is affected by Green Human Resource Management (GHRM); the mediating role of Green Intellectual Capital (GIC) and the moderating role of top management's perception on the relationship between GHRM and GI. Data were collected from 222 leaders working at Vietnamese small and medium enterprises (SMEs) in Ho Chi Minh City. The results of PLS analysis showed that GHRM strongly influences GIC. GIC and GHRM have an impact on GI. Finally, the relationship between GHRM and GI is mediated by GIC and moderated by top management's perception. These findings provide new insights into the factors influencing GI, contributing managerial implications to achieve sustainable development goals.
Factors Affecting Tourists’ Satisfaction with the Ecotourism Destination in Can Gio Commune, Ho Chi Minh City
The objective of this study is to analyze the factors influencing tourist satisfaction at ecotourism destinations in Can Gio Commune, Ho Chi Minh City. A qualitative study was conducted to refine the measurement scales. The quantitative study employed a nonprobability convenience sampling method with a survey sample of 200 tourists who have previously visited the ecotourism destinations in Can Gio Commune, Ho Chi Minh City. The results indicate that five factors positively affect tourist satisfaction, including: (1) Tourist expectations, (2) Technical facilities, (3) Service costs, (4) Environment and natural resources, and (5) Tourism landscape. The findings reveal that tourist expectations have the greatest positive impact on satisfaction. These results also provide managers with insights into the importance of these factors on tourist satisfaction, enabling them to develop appropriate business strategies. Based on the findings, the authors propose several managerial implications aimed at enhancing tourist satisfaction at these destinations, thereby contributing positively to the sustainable development of the local ecotourism industry.
Influence of Attitude, Subjective Norms, Perceived Behavioral Control and Perceived Risk on Generation Z’s Intention to Use Electric Vehicle Services in Ho Chi Minh City
In the context of increasingly severe climate change, electric vehicle (EV) services have become a viable solution to reduce carbon emissions in large urban areas. Gen Z is considered a key target group in promoting the transition to green transportation. This study uses the Theory of Planned Behavior (TPB) to examine the factors influencing Gen Z's intention to use EV services in Ho Chi Minh City. With 324 valid survey responses analyzed using SPSS 22.0, the results show that Attitude, Subjective Norm, and Perceived Behavioral Control have positive effects. In contrast, Perceived Risk hurts intention to use EV services. This study not only contributes to expanding the application of TPB in the Vietnamese context but also highlights the distinct role of perceived risk in shaping behavioral intention, a role that has often been overlooked in prior domestic research. The findings provide practical implications for EV service providers and managers in designing strategies to effectively engage Gen Z and accelerate the shift toward sustainable mobility.
Exploring Young Consumers’ Continued Intention to Choose Vegetarian Buffet Meals: The Influence of Consumer Perceived Values and Ethical Concerns
In the context of the strong development of sustainable eating trends, different forms of vegetarian food were born, including vegetarian buffet meals (VBM), becoming an option for youth consumers. However, the factors driving this trend have not been clarified in the current research literature. Therefore, to fill this research gap, the aim of the current study is to explore the factors that influence the intention of young people in Ho Chi Minh City (HCMC) to continue choosing VBM. Specifically, the study focuses on the role of consumer perceived values and ethical concerns (animal welfare concerns) in the formation of attitudes and intentions. The study collected data from 250 participants aged 18–37 who had eaten VBM recently through direct surveys at vegetarian places in HCMC. Analysis of Partial Least Squares Structural Equation Modelling shows that consumer perceived values are important predictors of positive attitudes towards VBM, which in turn influences the intention to continue choosing VBM. In addition, animal welfare concerns influence both attitude and intention. This study provides important implications for managers to develop VBM services in line with ethical consumption trends and attract young consumers interested in the values of vegetarian nutrition.
The Impact of Digital Technologies on Knowledge Sharing and Job Performance: Evidence from Vietnam’s Tourism Industry
This study aims to examine how digital technologies influence knowledge sharing and job performance in Vietnam’s tourism sector during the post-COVID recovery period. A quantitative survey was conducted with 330 tourism employees, and the data were analyzed using structural equation modelling (SEM). The findings reveal that digital technologies positively affect coordination and communication, which enhance knowledge sharing and decision-making, ultimately improving job performance. Organizational support was also found to moderate the relationships between knowledge sharing, decision-making, and job performance. These results underscore the importance of digital tools in enhancing operational efficiency and employee outcomes. The study contributes to the literature by providingempirical evidence from Vietnam tourism’s industry and suggests directions for future research across other sectors.
Cultural Intelligence and the Quality of Tourist-Resident Interactions: A Qualitative Study in Ho Chi Minh City
In multicultural urban destinations, interactions between tourists and residents play a key role in shaping tourism experiences. While prior studies often focus on tourists’ individual cultural intelligence (CQ), less attention has been given to how CQ develops through everyday social encounters. This study investigates how CQ is perceived and acquired via ordinary encounters between international tourists and locals in Ho Chi Minh City. The study, which is based on the Interactive Acculturation Model, includes 38 in-depth interviews with both groups. The findings indicate that cultural awareness, particularly sensitivity to nonverbal cues and role expectations, aids in behavioural adjustment. The expression of CQ varies according to social dynamics, recurrent exposure and perceived role expectations. Emotionally resonant events are generally the result of mutual respect rather than fluent communication. This study enhances tourism research by emphasizing the relational and context-dependent aspects of CQ. It also highlights the need for more comprehensive approaches to engagement. In practice, this entails promoting intercultural training, creating socially friendly environments and developing communication infrastructures that facilitate adaptable and inclusive interactions.
Optimizing AI-Integrated Learning: The Role of Personal Skills and Critical Thinking
This study explores personal skills that enhance learners’ effectiveness in applying AI, while examining the role of critical thinking during usage. Data were collected from college students using a convenience sampling method, yielding 224 valid responses. Analysis results show that professional skills, soft skills, and digital literacy significantly influence students’ effective AI use. Notably, critical thinking activation serves as a key mediator, transforming personal skills into improved learning outcomes after AI application. These findings offer practical implications for designing AI-integrated education solutions to boost learners’ adaptability and learning capacity in the digital era.
Readiness Level for Net Zero Implementation at Ho Chi Minh City High-Tech Park
The paper presents the results of the assessment of the readiness level towards the Net Zero target at Saigon Hi- Tech Park (SHTP) in the context of dual transformation (digital and green). Based on quantitative survey and qualitative analysis, the study affirms that SHTP has established a foundation according to international standards and has the potential to become a pioneering high-tech park to achieve Net Zero. However, the study also clearly identifies significant gaps in synchronous strategy, specialized policies and practical implementation capacity. On that basis, the paper proposes practical strategic and policy solutions to promote the realization of the Net Zero High-Tech Park model, contributing to improving the competitiveness and sustainability of SHTP and other high- tech industrial parks.
Factors affecting the sustainable export development of Vietnam's logistics services to countries with free trade agreements
The study identifies the factors and their impact levels on the sustainable export development of Vietnam's logistics services to countries that have signed free trade agreements by using the partial least squares structural model method to test data including 218 logistics service companies in the Southeast. The results show that the government's support policy factor has the strongest impact, followed by regulations on sustainable logistics services export development, sustainable commitments in free trade agreements, and financial resources. The factors of social responsibility, human resources, and technological innovation do not affect. Thereby, proposing some policy and management implications to promote the sustainable export development of logistics services.
Factors affecting the voluntary social insurance participation in My Tu district, Soc Trang province
This study investigates the determinants influencing residents’ intentions to participate in voluntary social insurance (VSI) of 200 individuals in My Tu district, Soc Trang province, Vietnam. The research applies Exploratory Factor Analysis (EFA) and multiple linear regression to identify the key drivers of VSI participation. Seven significant factors were revealed: attitude, behavioural control, propaganda, family influence, risk perception, participation procedures, and ethical responsibility. Among them, procedural simplicity and family influence showed the strongest effects. The findings highlight the importance of improving information dissemination, simplifying administrative processes, and enhancing individual responsibility in expanding VSI coverage. The study provides empirical evidence supporting the promotion of VSI as an effective mechanism to enhance social security for informal workers and vulnerable groups, with implications for policymaking in Vietnam and other developing countries.
Assessment of Ecological Vulnerability Using a Combined Fuzzy Analytic Hierarchy Process (AHP-FUZZY) and Moran’s I Spatial Statistics in Ho Chi Minh City
With the expansion of urbanization, the spatial ecological interaction between humans and the natural environment has received increasing attention. Therefore, quantitatively assessing ecological vulnerability plays a crucial role in the protection and restoration of ecosystems in sensitive areas. In this study, the AHP–PSR (Analytic Hierarchy Process - Pressure - State - Response) model combined with fuzzy logic analysis was applied to evaluate the ecological vulnerability of Ho Chi Minh City in 2023. The PSR framework was used to select 13 indicators, AHP– Fuzzy was employed to determine the weight of each factor, and GIS was applied to spatially assess ecological vulnerability. The results show that areas with high ecological vulnerability, covering approximately 15,746.66 hectare, are concentrated in central districts with high construction density. In contrast, low vulnerability areas, with more than 33,000 hectares, are mainly distributed in greener suburban areas such as Can Gio and Cu Chi. The contrast in ecological vulnerability levels highlights the role of human activities in altering the natural environment. Notably, humans can improve already vulnerable ecosystems through positive and proactive environmental actions.
The Role of Digital Transformation in the Financial Performance of Small and Medium Enterprises in Vietnam
This study investigates the mediating role of digital transformation in the relationships between Attitude, Digital Literacy, Professional Leadership, and Financial Performance within Vietnamese Small and Medium Enterprises (SMEs). Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) on survey data collected from 200 SMEs, the results demonstrate that: (1) Attitude exhibits both direct and indirect effects on Financial Performance; (2) Digital Literacy influences Financial Performance solely through the mediating role of Digital Transformation; (3) Professional Leadership directly affects Financial Performance without mediation. Digital Transformation acts as a partial mediator and significantly enhances Financial Performance. The model displays strong explanatory power, with R2 values of 0.435 (Digital Transformation) and 0.701 (Financial Performance). The findings suggest that SMEs should cultivate proactive attitudes, strengthen digital competencies, and optimize leadership capabilities to improve financial outcomes. A key limitation is the geographically restricted sample, highlighting the need for future research to broaden regional coverage and integrate moderating variables.
The Fifth Industrial Revolution (Industry 5.0) emphasizes human-centricity, sustainability, and resilience, expanding on the principles of Industry 4.0. However, research in this field remains fragmented, necessitating a comprehensive overview to identify development trends. Therefore, this study applies bibliometric analysis using data from SCOPUS (2018–2024) to systematize academic literature, identify key research topics, and propose future directions. The data is analyzed using VOSviewer software, employing techniques such as co-citation analysis and keyword analysis. The results indicate that research on Industry 5.0 is growing rapidly, focusing on human-AI collaboration, flexible supply chains, and green production. The study also suggests expanding the analysis of the practical impacts of Industry 5.0 to gain a deeper understanding of its benefits and challenges during implementation.
Comparing Binary and Ordered Logistic Regression in Studies of Education and Learner Behavior
This study compares the effectiveness of binary logistic regression and ordered logistic regression in analyzing office workers’ readiness to pursue postgraduate education. A simulated survey dataset generated by ChatGPT includes 400 observations encompassing motivational, barrier, and support factors. Two models were applied: binary logistic regression (combining levels 4–5 as "ready" and levels 1–3 as "not ready") and ordered logistic regression (retaining all five ordinal levels). The ordered model identified a significant negative effect of family- related barriers on readiness (β = -0.468, OR = 0.63, p = 0.021), which was not detected in the binary model. Both models showed low overall fit (Pseudo R2 < 3%). The findings suggest that ordered logistic regression better utilizes ordinal information, while binary regression offers a simpler, more intuitive approach. The study recommends field surveys to validate these results.
The Impact of Workplace Bullying, Emotional Exhaustion and Job Satisfaction on Job Performance
This study investigates the relationships between workplace bullying, emotional exhaustion, job satisfaction and job performance of office workers in Ho Chi Minh City. Data were collected from 300 full-time employees working at companies in the city. The results of SEM analysis showed that workplace bullying significantly increases emotional exhaustion while reducing job satisfaction and performance. Furthermore, higher levels of emotional exhaustion lead to greater job dissatisfaction. From there, the study proposes several managerial implications to assist managers and human resource professionals in identifying, addressing and mitigating workplace bullying behaviors in organizations.
Factors Influencing Job Change Decisions Among Young Professionals: Evidence from Vietnam
This study assesses the current state of job changes among young employees in Vietnam, a demographic projected to comprise nearly one-third of the total workforce by 2025. Amidst the positive fluctuations in the Vietnamese labor market since 2022, job diversity and career development opportunities have emerged as key factors attracting young professionals. The primary objective of this research is to identify the factors influencing their decision to change jobs. Utilizing a quantitative research methodology, data was collected from 220 samples through both online and direct surveys conducted in Hanoi and Ho Chi Minh City, Vietnam’s two major economic centers. The survey participants included students and professionals in office and business roles. Valid data was processed using SPSS 20.0, employing analyses such as mean values, reliability testing, exploratory factor analysis, correlation analysis, and regression analysis. The study identified five key factors influencing job change decisions among young employees in Vietnam: salary and benefits, work environment, development opportunities, leadership, and flexibility. These findings offer valuable insights for businesses, enabling them to develop more effective talent management and retention strategies.
The Contribution of Human Capital and Production Factors to the Economic Growth of Ho Chi Minh City
The study investigates the extent to which human capital and production factors (physical capital and total factor productivity) contribute to economic growth in Ho Chi Minh City (HCM City) from 2011 to 2023, using an extended Cobb - Douglas production function. The findings reveal that physical capital contributes an average of 67.10% to GRDP growth, labor (representing human capital) accounts for 18.27%, and total factor productivity (TFP) averages 14.63%, serving as a critical “shock absorber” during periods of uncertainty. Notably, TFP exhibits significant volatility, underscoring the pivotal role of knowledge and innovation in crises. To sustain growth, HCM City should improve the quality of the labor force, align human resource development policies with investment promotion strategies, encourage research and the development of business incubators, integrate social and economic policies, and transition to a growth model based on knowledge, technology, and innovation.
Factors influencing public awareness of carbon credit adoption in Vietnam
The study aims to explore and identify an appropriate model that demonstrates the influence and potential success of key characteristics in the development of the carbon credit market in Vietnam. Data were collected through a structured questionnaire administered to 330 office employees residing in Vietnam who possess an understanding of carbon credits. The qualified data were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 3.0 and Necessary Condition Analysis (NCA) in RStudio. The results indicate that business demand, technology, and transformational leadership have positive and significant effects, among which business demand exerts the strongest impact on enhancing carbon awareness. Encouraging businesses to participate in the carbon market is identified as a practical solution to improve public awareness. This study proposes relevant recommendations to enhance understanding of the carbon credit market among Vietnamese citizens, expand its influence, and promote the adoption of carbon credits within enterprises in the Vietnamese market.
Impacts of Fashion Influencers on Consumers’ Purchase Intention at Ho Chi Minh City
This study analyzes the impact of influencers on the fashion purchase intention of young customers in Ho Chi Minh City using the theory of planned behaviour (TPB) model. Through a survey of 256 people, the research team applied the PLS-SEM method to test the hypotheses. The results show that Subjective Norms, Trustworthiness and Expert Perception all positively impact Attitude towards influencers. Furthermore, Attitude towards influencers and Brand Attitude also positively impact Purchase Intention. Finally, Attitude towards influencers positively affects Brand Attitude. The study contributes to clarifying the role of influencers in the fashion consumption behaviour of young customers in Vietnam.
Exploring the Transnational Education Landscape of Vietnam and its Potential for International Cooperation
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.
Navigating Dual Identities: How Bicultural Consumers Leverage Luxury Consumption to Cope with Perceived Discrimination and Enhance Well-Being
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.
A Bibliometric Analysis of Medical Tourism Experiences
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
Competition Between Designers and Artificial Intelligence: Confrontation or Cooperation
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.