Pham Quang Tin

Type of the article: Research Article

Abstract
E-commerce has become one of Vietnam’s most dynamic and fastest-growing sectors, reshaping consumer purchasing behavior in the digital economy. This study investigates the key determinants of consumers’ trust and its mediating role in online purchase decisions in Vietnam. Primary data were collected through an online survey of 419 Vietnamese consumers who had made at least one purchase on major e-commerce platforms (e.g., Shopee, TikTok, Facebook) during the previous six months. This sampling frame ensured that all respondents had recent and relevant experience with online shopping in Vietnam’s e-commerce market. Data were collected between October 2024 and August 2025 using a structured questionnaire and analyzed with PLS-SEM in SmartPLS 4.1. The findings reveal that website quality (β = 0.235, p < 0.01), reference groups (β = 0.209, p < 0.01), perceived service quality (β = 0.184, p < 0.01), and information security (β = 0.171, p < 0.01) significantly enhance Vietnamese consumers’ trust in online shopping. Suppliers’ reputation (β = 0.106, p < 0.01) and suppliers’ size (β = 0.067, p < 0.01) indirectly strengthen consumers’ trust through website quality and perceived service quality, respectively. The study further confirms that trust serves as an essential mediating construct, meaningfully strengthening online purchase decisions among Vietnamese consumers (β = 0.608, p < 0.01). These findings underscore the central importance of trust in shaping consumer behavior in emerging e-commerce markets, indicating that enhancing website quality, improving service reliability, and strengthening data protection can contribute to more sustainable online purchasing behavior among Vietnamese consumers.

Acknowledgments
The authors received no financial support or external funding for conducting this research or preparing the manuscript. All analyses and interpretations were carried out independently by the authors.

Type of the article: Research Article

Abstract
This study aims to investigate the behavioral and policy drivers of environmentally friendly transportation use in Vietnam by integrating environmental economics with behavioral theories of pro-environmental action. Primary data were collected through a structured online and in-person survey conducted across Vietnam’s northern, central, and southern regions between March and December 2025. The survey targeted respondents with regular daily travel activities to ensure a relevant transportation experience, and 538 valid responses were retained after data screening for analysis. Data were analyzed using PLS-SEM with SmartPLS software. The results show that behavioral intention is the strongest direct predictor among the examined factors of environmentally friendly transportation use (β = 0.472, p < 0.001), followed by perceived behavioral control (β = 0.283, p < 0.001) and benefits awareness (β = 0.108, p < 0.001). Attitude, subjective norm, and personal norm also exert significant positive effects on behavioral intention. Government policies, environmental awareness, and awareness of consequences positively shape personal norms, with government policies exerting the strongest effect (β = 0.450, p < 0.001). In addition, service availability and willingness to pay enhance perceived behavioral control, while ease of use strengthens benefits awareness. These findings highlight that environmentally friendly transportation adoption in Vietnam depends on the joint effects of behavioral motivation, normative influence, and structural feasibility, suggesting that integrated policy approaches are essential for promoting sustainable mobility in developing economies.

Type of the article: Research Article

Abstract
Growing competition among global tourism destinations has made it essential to understand what drives tourists to intend to return and recommend a place. This study aims to examine the direct and indirect relationships among destination image, tourist motivation, perceived value, destination experience, destination satisfaction, and destination loyalty intentions in Da Nang, Vietnam, in order to identify the key drivers of self-reported tourist loyalty in an emerging tourism destination. Data were collected from 428 international and domestic tourists who visited Da Nang between September and December 2024 through a structured questionnaire distributed both on-site and online. Respondents were recruited through non-probability convenience and intercept sampling among tourists aged 18 or older who were present at the destination during the study period. Partial Least Squares Structural Equation Modeling was used to test thirteen hypotheses. The results show that destination image significantly influences perceived value (β = 0.330, p < 0.001) and destination experience (β = 0.201, p = 0.003), but has no direct effect on satisfaction or loyalty intentions. Tourist motivation directly shapes perceived value (β = 0.173, p = 0.003), destination experience (β = 0.330, p < 0.001), and loyalty intentions (β = 0.113, p = 0.024). Perceived value is the strongest direct predictor of loyalty intentions (β = 0.367, p < 0.001), and destination experience is the primary driver of satisfaction (β = 0.394, p < 0.001). Because the loyalty outcome captures self-reported behavioral intentions rather than observed repeat behavior, the findings suggest that destination managers should prioritize enhancing perceived value and experiential quality over image-based marketing alone to build long-term tourist loyalty in emerging markets.