Le Thi Kim Hoa

Type of the article: Research Article

Abstract
By altering how people evaluate information, utilize technology, and make purchasing decisions, Artificial Intelligence (AI) is transforming the way customers shop online. This study aims to examine the mediating role of attitudes toward AI in the relationship between cognitive and psychological factors and online purchase decisions. A mixed-methods design with two phases was used. To improve and culturally validate the measurement items, five marketing and e-commerce specialists were interviewed in May 2025 as part of the qualitative phase of the study. During the quantitative phase, customers in Ho Chi Minh City who regularly shop on major e-commerce platforms were invited to complete a structured online survey between June 1 and July 15, 2025. A self-administered online questionnaire disseminated via Facebook and Zalo yielded 458 valid responses. Respondents were selected because they frequently interact with AI-enabled features, such as recommendation systems, chatbots, and personalized interfaces, making them highly relevant to the study’s objectives. SmartPLS 4.0 and SPSS 26.0 were used to analyze the data. Cronbach’s Alpha, EFA, CFA, and PLS-SEM were used to confirm reliability, convergent validity, and discriminant validity. The results indicate that Attitude toward AI are significantly influenced by Perceived Usefulness (PU), Ease of Use, Trust, and Enjoyment. The desire to make an online purchase is strongly positively impacted by attitude (β = 0.327; p < 0.001; R2 = 0.135). These findings emphasize the importance of enhancing trust, usability, and emotional value in AI-driven e-commerce settings by highlighting the crucial role that customer attitudes play in shaping AI-related perceptions into buying intentions.

Acknowledgment
The author sincerely thanks all the respondents who participated in the survey. Besides, heartfelt gratitude is extended to all stakeholders for their valuable support and assistance, which made a significant contribution to the completion of this research.

Type of the article: Research Article

Abstract
This study examines how multisensory experience influences hotel guests’ revisit intention in Ho Chi Minh City, Vietnam, focusing on the mediating roles of perceived value and customer satisfaction. Drawing mainly on the Stimulus–Organism–Response framework and Experience Economy Theory, the study investigates five sensory dimensions – vision, taste, hearing, smell, and touch – as antecedents of guests’ evaluations and behavioral intention. Survey data were collected from 452 guests who had stayed at three- to five-star hotels in Ho Chi Minh City, and the proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all five sensory dimensions significantly enhance perceived value, with smell (β = 0.227) and vision (β = 0.225) showing the strongest effects, followed by touch (β = 0.187), hearing (β = 0.179), and taste (β = 0.143). However, only taste (β = 0.212) and smell (β = 0.154) have significant direct effects on customer satisfaction. Perceived value significantly increases both satisfaction (β = 0.362) and revisit intention (β = 0.555), while satisfaction also positively affects revisit intention (β = 0.328). Mediation analysis shows that perceived value mediates the effects of all five sensory dimensions on revisit intention, whereas satisfaction mediates only the effects of taste and smell. These findings highlight the value-based pathway through which multisensory hotel experiences foster revisit intention. Practically, hotels should strengthen holistic sensory value while prioritizing culinary quality and ambient scent to enhance satisfaction, guest retention, and long-term competitiveness in urban hospitality markets.

Acknowledgment
The author sincerely thanks all the respondents who participated in the survey. In addition, heartfelt gratitude is extended to all stakeholders for their valuable support and assistance, which made a significant contribution to the completion of this research.