Prior research highlights the critical roles of satisfaction and emotion in the service recovery process. Building on this foundation, this study examines the sequential cognition—emotion—evaluation process through which service recovery efforts generate positive eWOM. Drawing on cognitive appraisal and social exchange theories, the research investigates perceived justice as a unidimensional trigger for mixed emotions and recovery satisfaction. Analysis of 510 Vietnamese e-shoppers using PLS-SEM reveals that perceived justice significantly influences both affective states and satisfaction, with positive emotion emerging as the strongest driver of recovery satisfaction. Crucially, the relationship between perceived justice and positive eWOM is fully mediated by recovery satisfaction and emotions. Theoretically, the article validates the independence of positive and negative emotions as well as the dual mediating effects of emotions and recovery satisfaction in online settings. To promote positive customer interactions, firms should prioritize not only customer satisfaction and emotional experiences associated with the initial purchase but also ensure high levels of positive emotion and satisfaction during service recovery.

Although executive teams play a significant role in organisational performance, it is necessary to conduct a comprehensive exploration of the distinct effects of the characteristics of different team members on firm outcomes. Drawing upon multiple theories applied in top management team (TMT) research, the objective of this article is to determine the effects of factors such as age, gender, and cultural background on firm performance. Moreover, our research reinforces the connection between diversity and corporate outcomes by incorporating TMT socialisation as a moderator shaping the interplay between team traits and performance. We use the quantitative method, compiling a dataset of 661 publicly listed IT-related corporations in the U.S. that were operational in 2016. Following an initial assessment of the dataset, we excluded 153 companies with fewer than three members on the board of directors or a cultural diversity score of zero and a further 66 that reported a return on assets below our lower limit. A regression analysis was then conducted on the remaining 442 companies via performance data from the OSIRIS global database. Initially, TMT gender division emerges as the primary factor that positively impacts firm performance, closely followed by age and cultural diversity. This study extends the literature on the relationship between top management and organisational outcomes. We further find that socialisation plays a crucial moderating role in the associations between TMT gender diversity, age diversity, and firm performance. The study offers actionable guidance for managers and policymakers in identifying key priorities related to executive characteristics by addressing varying perspectives stemming from diverse age groups, genders, and nationalities within a team. While most studies concentrate on identifying key drivers and their impacts, our current research reinforces the connection between diversity and firm performance by incorporating team socialisation, and we find that the benefits of diversity could be maximised through effective collaboration among managers, with minimal conflict, thereby suggesting how organisations can better shape the roles of board members’ characteristics.

Many agencies have selected Facebook, one of the most popular social media platforms in Vietnam, as their primary communication and connection channel in their units due to its widespread usage and simplicity of use. Using social networks to advertise products could make people more likely to buy things. Nevertheless, there is still a need for more scholarly attention to understand the impact of social media usage on users' purchase intention, especially in Vietnam— a country with a significant number of social media users worldwide. Hence, this study aims to examine factors regarding social media advertising including informativeness, performance expectancy, perceived relevance, and interactivity that impact consumer buying intention through popular platforms in Vietnam such as Facebook. The authors utilized a set of established scales to measure the constructs under investigation. An online questionnaire with 22 items was designed and developed based on previous research. The survey specifically targeted Vietnamese shoppers who regularly engage in online activities through the social media platform Facebook. From the collected questionnaires, a data of 217 valid responses were utilized for the analysis using SPSS. The study revealed the indicators relevant to Facebook advertising of consumer purchase intention. Among them, two-way communication in the form of interactivity, one of the most common features of social networks plays a vital role in fostering purchase intention as its greatest effect on consumer purchase intention, followed by perceived relevance, performance expectancy, and informativeness. The current research extends consumer behavior literature in online shopping settings and consolidates further the importance of advertising value toward behavioral intention in the context of social media. The findings provide valuable insights for advertising companies to leverage Facebook media in their marketing and advertising endeavors such as providing users with the informative and relevant content, appealing appearance, as well as two-way interaction features so that they will be able to attract potentials consumers. Yet there were some limitations including the generalizability, the focus on a specific product category and the extension of other social media platforms which should be suggested in the future research.

The aim of this study is to investigate the factors that influence the purchase intention of Vietnamese customers on the e-commerce platform. The study was conducted in Vietnam and a convenience-based sampling technique was used to collect 495 samples. Structural equation modelling (SEM) was employed to evaluate the relationships using AMOS. The results indicated that user interface quality, perceived privacy, information quality, perceived security, and consumer trust have a positive and significant impact on purchase intention. This study validates and reinforces the importance of purchase intention in the context of e-shopping. In addition, e-commerce managers can focus on the most significant factors, namely security and user interface, in order to enhance customers' behavioral intentions. This study makes a valuable contribution to the literature on consumer behavior and provides insights into anticipating consumer behavior through e-commerce. The results could be of practical significance to e-commerce providers, as they may help them to develop targeted strategies aimed at significantly increasing customer usage.

This study aims to integrate perceived risk into elaboration likelihood model, develop a comprehensive research model to explain dual routes of persuasive communication through various factors affecting individual acceptance and usage of mobile shopping apps, and identify the antecedents of consumers’ perceived risk in the context of mobile shopping. Structural equation modeling is adopted to test the proposed model. Information quality has a negative effect on perceived risk (central route), while source credibility has a positive impact on perceived usefulness (peripheral route). The antecedents of perceived risk including information quality, source credibility, familiarity, and personal innovativeness which are divided into four categories: cognition-based, affect-based, experience-based, and personality-oriented. The four antecedents significantly affect consumer’s perceived risk in adopting mobile shopping apps. The results show that consumers’ perceived usefulness and perceived risk affect consumers’ behavioral intentions of mobile shopping apps adoption.

E-commerce is creating growth opportunities for e-retailers, especially during the Covid-19 outbreak. It increases the perceptions of both providers and customers toward their shopping convenience. In 2021, Vietnam became one of the fastest-growing countries among Southeast Asia’s Internet economies. However, both scholars and management practitioners have argued the inconsistent assessments of the factors affecting customer purchase behavior in online settings. Thus, this study aims to identify the critical factors influencing customer behavioral intention toward e-commerce websites that were adopted from well-established models and relevant literature. The online survey was the data collection method. All items were measured through a 5-point Likert scale. This study proposed and analyzed a conceptual framework using existing survey data from 312 samples in the context of online buying via e-commerce websites. Data were analyzed by using the statistical tool SPSS. The results indicated that factors including perceived usefulness, transaction security, perceived ease of use, trust, and subjective norm positively influence customer shopping intention. The results revealed the most prominent impact of the transaction security on customer purchase intention. Besides, perceived risk is a significant barrier in online shopping through e-commerce websites. The researchers have brought practical insights and made conceptual contributions by extending existing research on the technology acceptance model (TAM) and theory of planned behavior (TPB) regarding online shopping on the e-commerce website. The paper helps to validate and strengthen the importance of customer purchase intention in an e-shopping environment. The findings would help e-commerce providers be able to formulate specific strategies to increase customer usage significantly. Moreover, managers can focus their attention and resources on the greatest significant factors regarding their effects on behavioral intention.

With the dramatic increase in mobile usage, more and more businesses see the potential of m-commerce. This study focuses on a subcategory of m-commerce, a mobile shopping application. To understand the purchase intention via m-commerce applications, this study is aimed to identify the main factors that are related to the applications and explore the influence of these factors on consumers' mobile shopping intention. This study uses quantitative research methods and selects Vietnam as its case study. The survey responses of 450 Vietnamese mobile shoppers were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicated that online reviews, e-service quality, and information quality are significant predictors of behavior intention, and perceived risk negatively influences consumer online purchase intention via the applications. The content enriches the combined research of detailed and possible models with quality dimensions and risk perception. Practitioners such as e-retailers and developers can enhance the quality of applications and determine strategies to reach potential users and maximize revenue. M-commerce providers should pay adequate attention to credible and influential online reviews since mobile shoppers heavily rely on reading reviews before buying a product.

Purpose This study aims to identify the factors of service recovery strategy that affect customer satisfaction. In addition, this study aims to explore the relationship between consumer satisfaction with service recovery and electronic word of mouth (e-WOM) in the online context. Design/methodology/approach A self-administered questionnaire is designed and administered through an online survey. This study evaluates the proposed framework through structural equation modeling with online survey data from 425 samples in the context of online buying. Findings The results show that explanation, effort, response speed, problem-solving and apology are the components predicting service recovery strategy. These factors have impacts on customer satisfaction with service recovery and also generate e-WOM about service recovery experiences. This study significantly contributes to not only practical insights but also the expansion of expectation confirmation theory and social exchange theory regarding online service failures. Research limitations/implications Samples from non-internet shoppers are not collected because this study focuses on consumers referring to purchase online. Testing this conceptual model for other populations, such as non-online consumers, including the moderating effect of gender, age and education on the relationships proposed in the model may be an interesting extension. Moreover, this study does not distinguish different types of online retailers. Practical implications This study highlights the significant effect of customer satisfaction with service recovery on e-WOM. That is, managers should focus on not only making customers satisfied with their initial purchase but also enhancing customer satisfaction with service recovery in case the service failure occurs to encourage positive interaction among customers. This case will also improve the organizational image of a firm. Originality/value This study contributes to the identification of service recovery actions that focus on the roles of employees in dealing with service failures and their impacts on customer satisfaction in the online shopping context. In addition, the findings provide a greater understanding of the importance of customer satisfaction on e-WOM.

The purpose of this study is to examine the relationships among electronic Word of mouth (eWOM), brand image, buying intention and buying decision in tourism industry.The questionnaire was distributed to 524 respondents who had experience with social media online.A structural equation modeling is applied to test the relationships among the research variables.The findings show that eWOM has a positive influence on brand image and buying intention.In addition, the results also find the significant relationship between buying intention and buying decision.For managerial implications, this study suggests that managers should keep track of online consumer reviews and give timely solutions.

Mobile advertising is one of the most popular tools among varied types of electronic commerce, the form of advertising messages in particular. The purpose of this study is to define the factors affecting Vietnamese consumer attitude toward mobile advertising and to investigate the subsequent impact on consumer buying decision. Quantitative questionnaire is used to distribute to 293 respondents. The method of this study includes reliability, factor analysis, regression, t-test, one way analysis of variance. The finding shows that four factors related to attributes of advertising including entertainment, informativeness, irritation and credibility have significant impacts on consumer attitude toward mobile advertising. Additionally, the informativeness is the most important factor. The study also demonstrates a positive relationship between Vietnamese consumer attitudes toward mobile advertising and their buying decision. For managerial implication, this study suggests that marketers should send advertising messages with consumers’ permissions.