Glass ceiling, work–family conflict, job strain, and intention to quit among female employees in the Vietnamese public sector
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Author(s)Tien Chau Thuy HuynhLink to ORCID Index: https://orcid.org/0000-0002-8649-8342
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Han Nu Ngoc TonLink to ORCID Index: https://orcid.org/0000-0002-1924-2187
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Nhan Trong NguyenLink to ORCID Index: https://orcid.org/0009-0002-7513-7805
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Thy Thi Bao HuynhLink to ORCID Index: https://orcid.org/0009-0000-8068-4833
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DOIhttp://dx.doi.org/10.21511/ppm.24(3).2026.38
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Article InfoVolume 24 2026, Issue #3, pp. 611–626
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Creative Commons Attribution 4.0 International License
Type of the article: Research Article
Abstract
This study explores the relationship among glass ceiling, work–family conflict, job strain, and intention to quit among female employees in the Vietnamese public sector. Data were gathered through a mass survey of 635 respondents in Ho Chi Minh City and An Giang province by utilizing a non-probability sampling method and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that glass ceiling is positively associated with both work–family conflict and intention to quit, while work–family conflict is positively connected with job strain. Job strain is positively associated with intention to quit. Work–family conflict shows no meaningful direct association with intention to quit. However, the results show that job strain mediates the association between work–family conflict and intention to quit, whereas work–family conflict does not significantly mediate the link between glass ceiling and intention to quit. Multigroup analysis reveals that the direct link between glass ceiling and intention to quit is significant only for female employees with children, women in leadership roles, and married women, but not for women without children, non-leaders, or single and divorced women. These findings contribute to the literature on gendered organizations and job strain by showing how structural career barriers and work–family pressures relate to the turnover intentions of female public sector employees in an emerging economy and offer practical implications for retention-oriented human resource policies in Vietnamese public organizations.
Acknowledgment
This research is funded by Vietnam National University HoChiMinh City (VNU-HCM) under a project within the framework of the Program titled “Strengthening the capacity for education and basic scientific research integrated with strategic technologies at VNU-HCM, aiming to achieve advanced standards comparable to regional and global levels during the 2025-2030 period, with a vision toward 2045”.
- Keywords
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JEL Classification (Paper profile tab)J16, J28, J45, J63, D23
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References66
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Tables7
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Figures2
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- Figure 1. Proposed conceptual framework
- Figure 2. Theoretical estimation
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- Table 1. Respondent demographics
- Table 2. Reliability and convergent validity of latent constructs
- Table 3. Discriminant validity (Fornell–Larcker criterion)
- Table 4. Discriminant validity (Heterotrait–monotrait ratio)
- Table 5. Hypothesis testing
- Table 6. Mediating effects
- Table 7. Multigroup analysis
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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: 10720 Downloads: 2851 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: 8240 Downloads: 4807 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: 5547 Downloads: 2073 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.
