Van Thac Dang, Ninh Nguyen, Hoang Viet Nguyen, Hoang Nguyen, Le Van Huy, Viet Thao Tran and Tran Hung Nguyen
Facial recognition payment (FRP) has been recently introduced as a new cashless payment method in retail store context. Anchored on information systems and consumer theories, this…
Abstract
Purpose
Facial recognition payment (FRP) has been recently introduced as a new cashless payment method in retail store context. Anchored on information systems and consumer theories, this research aims to investigate the key antecedents and outcomes of consumer attitudes toward this innovative payment method.
Design/methodology/approach
This research used a survey method to obtain data from 795 consumers at retail stores in China. The data were then analyzed by different statistical methods, including descriptive statistics, reliability analysis and structural equation modeling.
Findings
Results show that perceived usefulness, perceived ease of use and perceived innovativeness positively affect consumer attitudes toward FRP, while perceived risk negatively impacts such attitudes. In addition, consumer attitudes enhance store satisfaction, and hedonic shopping value plays a mediating role in this relationship.
Practical implications
This study encourages retailers to adopt FRP that can enhance consumer hedonic shopping value and satisfaction.
Originality/value
This study contributes to the literature by explaining both the antecedents and the outcomes of consumer attitudes toward FRP in retail context. The study also provides fresh insights into how such attitudes can improve consumers' shopping values and satisfaction in an emerging market.
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Van Son Dinh, Hoang Viet Nguyen and The Ninh Nguyen
This paper aims to investigate the factors which influence consumer adoption of mobile payments. It also proposes strategic initiatives including integrated marketing…
Abstract
Purpose
This paper aims to investigate the factors which influence consumer adoption of mobile payments. It also proposes strategic initiatives including integrated marketing communications to enhance and promote consumer adoption of such a mode of payments.
Design/methodology/approach
This paper focuses on the case of an emerging economy, Vietnam.
Findings
The key motivators of using mobile payment services include perceived usefulness, convenience, promotional offers, and social approval. In contrast, major barriers to consumer adoption of this mode of payment are lack of trust, limited opportunities for usage, complexity, and habits associated with cash payment.
Practical implications
Mobile payment service providers and their partners should make every effort to improve their consumers’ experience. Their marketing communication strategies should incorporate various consumer contact points such as the internet, social media, point-of-purchase communications, TV commercials, and product placement and endorsement.
Originality/value
This paper is among the first of its kind which provides insights on consumer adoption of mobile payments in Vietnam. Hence, it would be of interest to consumers and also to key stakeholders such as mobile payment providers, financial institutions, retailers, telecommunication companies, and policymakers.
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The Ninh Nguyen, Thi Thu Hoai Phan, Tuan Khanh Cao and Hoang Viet Nguyen
This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to…
Abstract
Purpose
This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to mitigate such barriers.
Design/methodology/approach
This paper presents the authors’ viewpoint on strategies aimed at promoting green purchases.
Findings
Key barriers to purchasing green products include their high price, scarce product availability, low level of credibility of eco-labels, and inadequate information. Mitigating these obstacles requires effective government leadership, social initiatives, and marketing strategies, some of which are discussed in this paper.
Originality/value
This paper would be of interest to key stakeholders including policymakers, marketers, and social-environmental organizations in the development of more effective green strategies.
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Ninh Nguyen, Steven Greenland, Antonio Lobo and Hoang Viet Nguyen
This paper aims to address gaps in the sustainable technology literature by evaluating the demographics of energy efficient appliance consumption in Vietnam. Sustainable…
Abstract
Purpose
This paper aims to address gaps in the sustainable technology literature by evaluating the demographics of energy efficient appliance consumption in Vietnam. Sustainable technologies can reduce greenhouse gas emissions and address environmental problems such as air quality and climate change. Opportunity is the greatest in emerging markets, where population growth has triggered dramatic rises in electricity consumption. However, their adoption of energy efficient appliances has been slow and understanding why is limited.
Design/methodology/approach
Following a literature review, a questionnaire was designed to capture sustainable consumption attitudes and behaviours. In total, 682 interviews were conducted among Vietnamese electrical appliance consumers to investigate the influence of demographics on sustainable technology consumption.
Findings
While many respondents were aware of the sustainable benefits of energy efficient appliances, this did not generally translate into responsible purchase behaviour. Of the demographic variables, education had the strongest relationship with sustainability. Those with higher incomes and more children were also more likely to exhibit sustainable consumption attitudes and behaviours. Gender and age were weaker sustainability predictors.
Originality/value
This study is relevant to a wide range of sustainable technology contexts. The literature shows contrary findings regarding relationships between demographics and sustainable consumption, and the value of demographics to sustainable consumer segmentation and targeted behaviour change campaigns has been contested by some researchers. This research highlights education as the most significant demographic predictor of sustainable consumption and reveals the consistency of this finding with many other studies. The implications of this for promoting future sustainability are discussed.
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Van Thac Dang, Jianming Wang, Hoang Viet Nguyen, Quang Huy Nguyen and Ninh Nguyen
Previous research has yielded mixed results on the relationship between consumer perception and purchase intention towards organic food products. Although the prior literature has…
Abstract
Purpose
Previous research has yielded mixed results on the relationship between consumer perception and purchase intention towards organic food products. Although the prior literature has widely applied planned behaviour theory, using a single theoretical approach often provides limited understanding of organic food consumption. This study builds upon consumer perception and social cognitive theories to examine the effects of perceived food healthiness and environmental consciousness on the purchase intention of organic drinking products. The current research also assesses the mediating role of consumer extrinsic motivation and moderating role of corporate social responsibility (CSR) beliefs in these effects.
Design/methodology/approach
A survey method was applied to collect data from 606 consumers from different food retailers in Vietnam. Data were analysed using multivariate analysis techniques, such as structural equation modelling and bootstrap analysis.
Findings
Results of hypothesis testing support the predictive ability of perception and social cognitive theories in explaining consumers' perceptions, motivation and behavioural intention towards organic drinking products. Furthermore, results provide evidence for the moderating effect of CSR beliefs on the relationship between consumer extrinsic motivation and purchase intention.
Originality/value
This study may be amongst the first that explains consumption of organic drinking products from the perspectives of consumer perception and social cognitive theories. It provides a unique research model that explains the influence of perceived food healthiness and environmental consciousness on purchase intention of organic drinking products with the mediating role of consumer extrinsic motivation and moderating role of CSR beliefs. The current research provides fresh insights into the consumption of organic drinking products in an emerging market based on a mediated moderation mechanism, which has been limited in the prior literature.
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Bao Ngoc Le, Hoang Viet Nguyen and Dung Minh Nguyen
Over energy consumption is one of the causes of global warming and climate change. To deal with this issue, using energy-efficient appliances is strongly encouraged and…
Abstract
Purpose
Over energy consumption is one of the causes of global warming and climate change. To deal with this issue, using energy-efficient appliances is strongly encouraged and cultivating consumer loyalty toward energy-efficient appliances is crucial for long-term sustainability. This study investigates the effects of multiple dimensions of perceived value on consumer satisfaction and three outcomes of consumer loyalty (i.e. willingness to pay a premium, repurchase intention and word-of-mouth intention), considering the moderating role of the product category.
Design/methodology/approach
Quota sampling based on age and gender and snowball sampling methods were applied to recruit 423 participants for this study. A combination of partial least squares structural equation modeling (PLS-SEM), importance-performance map analysis (IPMA) and necessary condition analysis (NCA) was employed to examine the proposed model.
Findings
Functional, price, emotional and environmental values positively impact consumer satisfaction, enhancing the three dimensions of consumer loyalty. The product category moderates the effects of perceived value dimensions on consumer satisfaction. Moreover, the IPMA results highlight that functional value and environmental value are the most essential but underperforming value attributes. The NCA results indicate that social value is a necessary condition for consumer satisfaction.
Originality/value
This study is one of the pioneers in integrating PLS-SEM, IPMA and NCA approaches to comprehensively unpack the relationships between perceived value dimensions, consumer satisfaction and consumer loyalty in the context of energy-efficient appliances. The findings offer theoretical and practical importance for academics, retailers, producers and policymakers to encourage consumer loyalty toward energy-efficient appliances.
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Thac Dang-Van, Ninh Nguyen, Simon Pervan, Hoang Viet Nguyen and Muhammad Abid Saleem
This study investigates how rational, coercive and emotional influence tactics affect key factors in managing relationships between marketing channel members, i.e. knowledge…
Abstract
Purpose
This study investigates how rational, coercive and emotional influence tactics affect key factors in managing relationships between marketing channel members, i.e. knowledge transfer, relational capital and channel conflict management.
Design/methodology/approach
A three-way time-lagged sample data were obtained from purchase managers of 559 firms across industries in Vietnam. Structural equation modeling was adopted to analyze the data and test hypotheses in the research model.
Findings
The results indicate that rational tactics positively affect knowledge transfer, relational capital and channel conflict management. However, coercive tactics have a contrasting effect and emotional tactics have a mixed impact on these three factors. Moreover, knowledge transfer and relational capital mediate the link between influence tactics and channel conflict management.
Originality/value
This study contributes to the extant literature by clarifying the mechanism through which different types of influence tactics affect the key factors in marketing channel relationship management. The findings highlight various tactics managers can use to foster knowledge transfer, relational capital and channel conflict management.
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Jianming Wang, Ninh Nguyen, Xinru (Angie) Jiang, Hoang Viet Nguyen and Muhammad Abid Saleem
COVID-19 and its measures such as physical distancing have shifted consumer payment behaviors toward cashless payment. Physical distancing is likely to remain a norm for some time…
Abstract
Purpose
COVID-19 and its measures such as physical distancing have shifted consumer payment behaviors toward cashless payment. Physical distancing is likely to remain a norm for some time to come and will be relevant in any future pandemics. This study aims to examine the impact of consumers’ perceived value of cashless payment on their use intention in the physical distancing context, with the mediating role of psychological safety and the moderating role of trust propensity.
Design/methodology/approach
This study used a survey method to obtain data from 690 consumers in an Asian emerging market, i.e. Vietnam. The data were analyzed using different statistical methods, including structural equation modeling.
Findings
Results show that perceived value of cashless payment positively affects use intention, and this effect is mediated by psychological safety. Furthermore, trust propensity has a positive moderating effect on the link between perceived value and psychological safety.
Practical implications
This study’s findings provide implications for retailers and other stakeholders in implementing and promoting cashless payment systems, especially in the physical distancing context.
Originality/value
This study is among the first attempt to explain the relationships between consumers’ perceptions, feelings of psychological safety and use intention toward cashless payment in the physical distancing context. The study’s findings may also be relevant to any future pandemics.
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Hoang Viet Nguyen, Tuan Duong Vu, Muhammad Saleem and Asif Yaseen
Improving service quality, student satisfaction and student loyalty is important to higher education institutions’ sustainable growth. The objectives of this study are a twofold…
Abstract
Purpose
Improving service quality, student satisfaction and student loyalty is important to higher education institutions’ sustainable growth. The objectives of this study are a twofold: first, the study seeks to determine the dimensions of higher education service quality with a specific focus on Vietnam. Second, it examines how the service quality dimensions impact student satisfaction and student loyalty, with the moderating role of the university image.
Design/methodology/approach
This study followed a rigorous procedure, including interviews, a survey, exploratory factor analysis (EFA) and reliability analysis to identify higher education service quality dimensions and their measures. After that, using the data obtained from 1,550 university students in Vietnam, confirmatory factor analysis was used to validate the identified dimensions and structural equation modeling was used to test a proposed model explaining the outcomes of higher education service quality.
Findings
The findings reveal five dimensions of higher education service quality: academic aspect, nonacademic aspect, programming issues, facilities and industry interaction. Most of these factors have a positive influence on student satisfaction. In addition, the university image moderates the positive relationship between student satisfaction and student loyalty.
Practical implications
This study’s findings highlight the complexity of service quality in the higher education context and encourage higher education institutions to improve their service quality in image to enhance student satisfaction and loyalty.
Originality/value
This study suggests a unique measure of higher education service quality dimensions and provides fresh insights into how they impact student satisfaction and loyalty in Vietnam.