Ta Huy Hung

Young entrepreneurs are crucial participants in a country’s entrepreneurial ecosystem. This study analyzes the effects of entrepreneurial motivation and perceived university support on the entrepreneurial intention and behavior of Vietnamese students. A survey was conducted with 831 students who are studying logistics and supply chain management programs. Smart PLS and the Sobel test were utilized to validate the proposed hypotheses. The results indicate that financial motivation has a positive impact on student’s entrepreneurial intention and entrepreneurial behavior. Conversely, the desire for autonomy motivation has a direct negative impact on entrepreneurial behavior. Furthermore, perceived university support exerts a strong direct influence on student’s entrepreneurial intention and entrepreneurial behavior. Notably, entrepreneurial intention partially mediates the relationship between entrepreneurial motivation and entrepreneurial behavior and the relationship between perceived university support and entrepreneurial behavior. The research implications suggest that policymakers should prioritize assessing students’ entrepreneurial motivations before implementing entrepreneurship training programs. Additionally, universities should provide appropriate entrepreneurial support to students throughout their entrepreneurial behavior and their entrepreneurial careers.

Acknowledgment
This research is funded by the International School, Vietnam National University, Hanoi (VNU-IS) under project number CS.2023-12.

The rapid expansion of social media has transformed marketing strategies, with influencer marketing emerging as a powerful tool for consumer engagement. Particularly in the cosmetics business, TikTok has become well-known as a major platform where influencers influence buying habits. Given the increasing reliance on influencer recommendations, understanding the key characteristics that drive purchase intentions is crucial for businesses aiming to optimize their marketing strategies. This study investigates the impact of TikTok influencers’ characteristics, such as physical attractiveness, trustworthiness, expertise, and interactivity, on Vietnamese consumers’ cosmetics purchase intentions. Grounded in social learning theory, the research explores how users observe and emulate influencers’ behaviors in their decision-making process. A mixed-method approach was adopted, beginning with qualitative interviews with 20 TikTok users to identify key influencer attributes affecting purchase decisions. This was followed by a quantitative survey of 312 Vietnamese TikTok users with prior experience purchasing cosmetics. The study employed statistical analyses, including correlation and regression tests, to determine the significance of influencer characteristics on purchase intention. The study revealed notable gender differences in cosmetics purchasing motivations, with women showing a higher propensity to purchase due to their greater engagement with these products. The attractiveness of influencers is the strongest predictor of purchase intention, followed by trustworthiness, and interactivity, whereas expertise does not play a critical role. These insights provide valuable implications for cosmetic brands, emphasizing the importance of selecting visually appealing influencers while maintaining credibility and audience engagement.