Business-oriented university governance and perceived institutional performance in Vietnamese private higher education: A PLS-SEM study
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Author(s)Anh Lan NguyenLink to ORCID Index: https://orcid.org/0009-0004-8085-5507
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Hang Thuy Thi HoangLink to ORCID Index: https://orcid.org/0009-0001-6491-4851
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DOIhttp://dx.doi.org/10.21511/ppm.24(3).2026.28
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Article InfoVolume 24 2026, Issue #3, pp. 439–450
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3 Downloads
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Type of the article: Research Article
Abstract
Private higher education in Vietnam is under pressure to combine academic quality, market responsiveness, financial sustainability, and social accountability. This study examines how business-oriented university governance is associated with perceived institutional performance in Vietnamese private higher education. A quantitative survey was conducted in 2025 with 400 valid responses from administrators, lecturers, and professional staff working at ten private universities. Because the empirical data were collected from individual respondents clustered within institutions, the unit of analysis is defined as respondent-level perceptions of governance and institutional performance rather than objective university-level performance. Partial least squares structural equation modeling was used to test a model linking governance quality, perceived institutional autonomy, stakeholder participation, perceived innovation capability, entrepreneurial culture, and the external environment. The results indicate that governance quality is positively associated with perceived institutional performance, while perceived institutional autonomy is positively related to perceived innovation capability and entrepreneurial culture. Stakeholder participation is associated with governance quality and innovation capability. Entrepreneurial culture transmits the association between innovation capability and perceived institutional performance, and a supportive external environment strengthens the autonomy-innovation relationship. The study contributes a cautious, perception-based governance framework for understanding private higher education reform in Vietnam. It also shows that private universities should not be managed as commercial firms, but as hybrid academic enterprises in which autonomy, accountability, innovation, and stakeholder engagement are aligned.
Acknowledgment
The authors gratefully acknowledge all respondents who participated in the survey and the private higher education institutions that supported the data collection process.
- Keywords
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JEL Classification (Paper profile tab)I23, M10, O31, L31
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References27
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Tables11
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Figures2
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- Figure 1. Revised conceptual model
- Figure 2. Interaction effect of external environment on the autonomy–innovation relationship
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- Table 1. Distribution of questionnaires and valid responses by university
- Table 2. Respondent profile
- Table 3. Descriptive statistics and inter-construct correlations
- Table 4. Reliability and convergent validity of the measurement model
- Table 5. HTMT ratios for discriminant validity
- Table 6. Structural model, confidence intervals, collinearity, and effect sizes
- Table 7. Explained variance and predictive relevance
- Table 8. Mediation analysis for H4
- Table 9. Moderation analysis for H5
- Table 10. Model fit indices
- Table A1. Measurement items, sources, and standardized outer loadings
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Short video marketing factors influencing the purchase intention of Generation Z in Vietnam
Thi Thuy An Ngo ,
Phu Quach ,
Thanh Vinh Nguyen ,
Anh Duy Nguyen ,
Thi Minh Nguyet Nguyen
doi: http://dx.doi.org/10.21511/im.19(3).2023.04
Innovative Marketing Volume 19, 2023 Issue #3 pp. 34-50 Views: 10496 Downloads: 2785 TO CITE АНОТАЦІЯIn the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.
Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study. -
The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention
Thi Thuy An Ngo ,
Chi Thanh Bui ,
Huynh Khanh Long Chau ,
Nguyen Phuc Nguyen Tran
doi: http://dx.doi.org/10.21511/im.19(4).2023.22
Innovative Marketing Volume 19, 2023 Issue #4 pp. 269-283 Views: 7929 Downloads: 4764 TO CITE АНОТАЦІЯSocial media live streaming commerce is an emerging and effective online shopping channel that integrates live streaming and e-commerce through social media platforms. This trend has gained significant attention, particularly from Generation Z, who are drawn to the interactive and entertaining aspects of shopping through live streaming. This study investigates factors affecting the purchase intention of Vietnamese Generation Z consumers in live streaming commerce on social media platforms, assessing the impact of six factors: entertainment, information quality, interactivity, perceived risk, peer customer evaluations and recommendations, and streamers. Using a non-probability sampling, an online survey was conducted among 344 consumers who possess prior experience with social media live streaming commerce. Data analysis used a partial least squares structural equation modeling technique. The findings revealed that increased entertainment, higher information quality, enhanced interactivity, positive peer customer evaluations and recommendations, and a more attractive and expert streamer positively impact purchase intention. Notably, streamers exhibited the most robust influence, while information quality demonstrated the weakest effect among the influencing factors. Conversely, perceived risk did not significantly hinder purchase intention, suggesting Generation Z consumers’ confidence in online transactions and their willingness to take risks for entertainment and interactivity in live streaming commerce. In light of these results, businesses are advised to elevate consumer purchase intentions by prioritizing aspects related to entertainment, information quality, interactivity, and peer customer evaluations. Prudent selection of streamers is highlighted as a pivotal strategy for organizations to effectively shape customer purchasing intentions.
Acknowledgment
The researchers express sincere gratitude to all the participants who generously participated in this study. -
Determinants affecting online shopping consumers’ satisfaction and repurchase intention: Evidence from Vietnam
Dam Tri Cuong
doi: http://dx.doi.org/10.21511/im.19(1).2023.11
Innovative Marketing Volume 19, 2023 Issue #1 pp. 126-139 Views: 5468 Downloads: 2045 TO CITE АНОТАЦІЯE-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research.
Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.
