Vol. 36 No. 36 (2026)

Bài viết

• FACTORS INFLUENCING STUDENTS’ BEHAVIOR TOWARD THE USE OF ARTIFICIAL INTELLIGENCE IN LEARNING IN HO CHI MINH CITY

  Khúc Đình Nam, Nguyễn Thị Bình Minh, Trịnh Trúc Vy

  2

• DEVELOPING AND VALIDATING A MEASUREMENT SCALE FOR DIGITAL MARKETING ACTIVITIES IN FIVE-STAR HOTELS AND RESORTS IN HUE CITY

  Tống Viết Bảo Hoàng, Phạm Xuân Hùng, Lê Thị Phương Thanh3, Lê Thị Phương Thảo, Hoàng Việt Hạnh Nguyên, Nguyễn Việt Dũng

  11

• SOLUTIONS TO IMPROVE THE EFFECTIVENESS OF KOLS ON TIKTOK PROMOTING FASHION CONSUMPTION BEHAVIOR AMONG STUDENTS IN HANOI

  giangnt@hict.edu.vn

  20

• CORPORATE CREDIT MANAGEMENT FOR LOCAL ECONOMIC DEVELOPMENT IN CHO MOI COMMUNE AT THE JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM, BAC KAN BRANCH

  Nguyễn Thị Thu Trang, Trần Thị Quế, Nguyễn Thu Huyền, Lê Thu Hà

  31

• THE EFFECT OF ABUSIVE SUPERVISION ON HOTEL EMPLOYEE TURNOVER INTENTION: MEDIATING ROLE OF WORK ENGAGEMENT AND MODERATING ROLE OF PERCEIVED ORGANIZATIONAL SUPPORT

  Trần Thị Tuyết

  39

• IMPROVING CAPITAL MOBILIZATION EFFICIENCY AT VIETNAM INTERNATIONAL COMMERCIAL JOINT STOCK BANK – THAI NGUYEN BRANCH

  Nguyễn Thị Linh Trang, Hoàng Thị Thu

  48

• THE IMPACT OF BRAND COMMUNICATION ON CUSTOMER CITIZENSHIP BEHAVIOR AND BRAND PREFERENCE: THE MEDIATING ROLE OF BRAND IMAGE

  Võ Tá Thành Minh, Trương Bích Phương

  58

• DEVELOPING BORDER TRADE BETWEEN DIEN BIEN (VIET NAM) AND NORTHERN LAOS

  Phạm Thị Ngọc Vân, Tạ Thị Thanh Huyền, Nguyễn Thị Thu Trang

  66

• AN EXPLANATORY MODEL OF JOB PERFORMANCE IN THE HOSPITALITY INDUSTRY: EXPLORING THE MODERATING ROLE OF INDIVIDUAL CHARACTERISTICS

  Phạm Thị Phương Thuý

  75

• FACTORS AFFECTING THE INCOME OF PRODUCTION AND BUSINESS HOUSEHOLDS ENGAGED IN SMALL SQUID PROCESSING IN DA NANG CITY

  Vũ Quỳnh Nam

  85

• APPLYING THE INFORMATION ACCEPTANCE MODEL TO ASSESS THE IMPACT OF ELECTRONIC WORD-OF-MOUTH ON CONSUMERS' ONLINE PURCHASE INTENTION IN HO CHI MINH CITY

  Võ Thị Phương Nhung

  92

• APPLYING THE TOE MODEL TO ANALYZE THE LEVEL OF DIGITAL TRANSFORMATION ADOPTION IN ONLINE SALES AMONG HANDICRAFT MANUFACTURING ESTABLISHMENTS IN HUE CITY

  Phan Văn Hoà, Nguyễn Việt Dũng

  102

• BOARD CHARACTERISTICS AND FIRM PERFORMANCE: A COMPARATIVE ANALYSIS OF STATE AND PRIVATE ENTERPRISES IN VIETNAM

  Bùi Thị Hà Linh

  110

• KHÁM PHÁ MỐI QUAN HỆ GIỮA CẢM NHẬN NĂNG LỰC MUA HÀNG VÀ Ý ĐỊNH MUA HÀNG TRÊN CÁC NỀN TẢNG THƯƠNG MẠI ĐIỆN TỬ: THUYẾT HÀNH VI CÓ KẾ HOẠCH

  Tran Thi Quy Chinh, Tran Cuong, Do Thi Tra, Nguyen Thanh Vu

  122

• DIGITAL LEADERSHIP, DIGITAL TECHNOLOGIES AND INNOVATION CAPABILITY OF PROCESSING ENTERPRISES

  Nguyễn Đắc Thành

  133

• DETERMINANTS OF HOUSEHOLD TOBACCO EXPENDITURE IN VIETNAM: EMPIRICAL EVIDENCE FROM A CENSORED REGRESSION MODEL

  Nguyễn Thị Thu Thương, Nguyễn Hồng Liên, Hà Thị Minh Huệ, Lê Thị Thúy An, Dương Thuỳ Linh

  146

• CURRENT STATUS OF COMMERCIAL ADVERTISING ACTIVITIES ON TELEVISION IN VIETNAM

  Đào Hà My

  157

• REMITTANCES AND HEALTHCARE UTILIZATION: EVIDENCE FROM ETHNIC MINORITY ELDERS IN RURAL VIETNAM

  Phuong Huu Khiem, Vu Bach Diep, Pham Thi Tuan Linh

  171

• ENVIRONMENTAL EFFICIENCY OF EDIBLE CANNA PRODUCTION IN NORTHEASTERN COMMUNES OF THAI NGUYEN PROVINCE: A DATA ENVELOPMENT ANALYSIS (DEA) APPROACH

  Nguyễn Bích Hồng

  184