Hue University Journal of Science: Economics and Development

Factors affecting the choice of hybrid working: an empirical study of interns in economic in Ha Noi

Thanh Hang Luong — 2026-06-22

Hybrid working has become an increasingly popular flexible work arrangement that enhances productivity and work-life balance. However, prior studies have primarily focused on full-time employees in developed countries, while interns remain underexplored, particularly in emerging economies such as Vietnam. This study aims to identify the factors influencing the choice of hybrid working among economics interns in Hanoi. A mixed-method approach was employed, in which qualitative interviews were conducted to refine the measurement scales, followed by a quantitative survey of 298 interns. The data were analyzed using SPSS and AMOS, applying exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate that career development opportunities, work performance, and work-life balance have significant positive effects on hybrid work choice, with career development opportunities exerting the strongest effect. Based on these findings, the study suggests that organizations should design hybrid work models that support professional development, enhance performance, and maintain work-life balance for interns. This study contributes to the existing literature by providing empirical evidence that interns prioritize career development over work-life balance when choosing hybrid work, thereby extending research in the context of developing countries

Factors influencing trust in sellers, trust in community and fashion purchase intention in social commerce in Viet Nam

Thị Thu Hà Nguyễn — 2026-06-16

In Vietnam, social media has become deeply integrated into commercial activities, giving rise to social commerce as a community-driven transaction model in which trust is a key factor influencing consumers’ purchasing behavior, particularly in the fashion industry. Grounded in the Stimulus–Organism–Response (S–O–R) framework and trust transfer theory, this study examines how social commerce characteristics (information quality, reputation, and interaction with sellers) and social commerce constructs (ratings and reviews, community, recommendations, and referrals) influence trust in sellers and trust in community and how these two trust objects subsequently affect fashion purchase intention. Data were collected from 568 valid survey responses and analyzed using the partial least squares structural equation modeling (PLS-SEM) approach. The results indicate that all proposed antecedents have positive and statistically significant effects on their corresponding trust constructs. A notable finding is that trust in community positively influences trust in sellers, confirming the trust transfer mechanism whereby community-level trust serves as a foundation for seller-level trust. Furthermore, both trust in sellers and trust in community are found to have positive impacts on fashion purchase intention. This study provides empirical evidence within the Vietnamese context and offers managerial implications for fashion businesses operating on social commerce platforms.

How nostalgic advertising fosters generation z's citizenship behavior: evidence from the Vietnamese FMCG industry based on the S-O-R paradigm

Thi Ha Nhi Vu — 2026-06-24

This study investigates the mechanism by which nostalgic advertising drives customer citizenship behavior in the Vietnamese fast-moving consumer goods sector. Grounded in the Stimulus-Organism-Response framework, in which stimulus refers to marketing cues, organism stands for consumers’ psychological states, and response for behavioral outcomes. Additionally, this research incorporates Social Identity Theory and Self-Congruity Theory to examine the sequential mediating roles of self-continuity, value congruity, self-brand connection, and consumer-brand identification. Based on data collected from 389 urban Generation Z consumers and analyzed using partial least squares structural equation modeling with SmartPLS 4, the findings show that nostalgic advertising significantly enhances self-continuity, value congruity, and self-brand connection. These psychological states subsequently strengthen consumer-brand identification, which in turn increases customer citizenship behavior. The results confirm a significant mediating mechanism, with value congruity emerging as the strongest pathway. The study offers implications for marketers to design nostalgia cues that emphasize value alignment and identity-based connection, moving beyond short-term transactions to build resilient, advocacy-driven brand communities.

Exploring the relationship between AI service quality dimensions and consumers’ perceived competence: a study in the online retail industry

Thi Thanh Nga Bui — 2026-06-16

This study examines how artificial intelligence (AI) service quality dimensions influence consumers’ perceived competence in the online retail sector. Based on an online survey of 411 consumers in Hue City, and using multivariate regression analysis, the study found that all four dimensions of AI service quality, including technical security, technical reliability, perceived personalization, and hyperconnectivity, significantly and positively affect perceived competence. Perceived personalization emerged as the strongest predictor (beta = 0.357), indicating that highly tailored experiences primarily drive consumers’ evaluations of AI intelligence. Technical reliability (beta = 0.299), hyperconnectivity service capability (beta = 0.278), and technical security (beta = 0.257) also demonstrated substantial positive impacts. These findings highlight the crucial role of AI’s functional and personalized attributes in shaping consumer perceptions of its capability. The study offers theoretical insights by exploring how AI service quality affects perceived competence in an emerging market and provides practical implications for retailers aiming to enhance AI adoption and consumer engagement in the online retail industry.