Tạp chí Khoa học Trường Đại học Mở Hà Nội

DEVELOPING VIETNAM’S PRIVATE SECTOR IN THE TWIN TRANSITION ERA: OPPORTUNITIES, CHALLENGES, AND SOLUTIONS

Tran Xuan Duc — Tue, 17 Jun 2025 00:00:00 +0700

Nearly four decades of economic renovation have marked Vietnam as a resilient and forward-moving nation with an enduring aspiration for development. Within this transformative journey, the private sector has increasingly asserted its vital role in the country’s socio-economic growth. This paper focuses on analyzing the evolution of Vietnam’s private sector in recent years. By synthesizing theoretical foundations and employing qualitative analysis methods, the study identifies key opportunities and challenges faced by private enterprises amid the twin transition-comprising digital transformation and green transformation. Based on these insights, the paper proposes a number of policy recommendations to foster sustainable development of the private sector and enhance its competitiveness in the new context.

RESEARCH ON FACTORS AFFECTING ONLINE PURCHASE INTENTION USING A GAMIFICATION APPROACH ON THE SHOPEE.VN PLATFORM

Chu Ba Quyet, Nguyen Thi Hong Nhung, Bui Thi Hong Nhung†, Doan Thi Thanh Quyen — Tue, 17 Jun 2025 00:00:00 +0700

Gamification has gained widespread adoption across various fields such as education, commerce, finance, and entertainment, due to its potential to boost engagement and influence user behavior. E-commerce offers opportunities to motivate consumers and shape purchasing decisions. This study combines the Technology Acceptance Model (TAM), the Uses and Gratifications Theory (UGT), and Hodkinson's Fear of Missing Out (FOMO) to build a research model focused on factors influencing online purchase intentions. The study examines Shopee, a leading e-commerce platform in Vietnam, and investigates gamification’s impact on purchase intentions in Hanoi. A survey of 252 respondents was conducted, with data analyzed using SPSS.26. The findings point out three key determinants of online purchase intentions on gamified platforms: intention to use, FOMO, and social interaction, in order of significance. Based on these results, the study recommends that Shopee improve its gamification strategies by fostering user interaction, enhancing social connectivity, improving usability, and encouraging social sharing, which will likely increase consumer engagement and conversion rates.

RESEARCH ON THE IMPACT OF DIGITAL MARKETING ON COSMETIC PURCHASING BEHAVIOR OF CUSTOMERS IN HANOI

Nguyen Thi Hong Nhung*, Pham Xuan Hoa, Nguyen Thi Thu Huong — Tue, 17 Jun 2025 00:00:00 +0700

This study aims to analyze digital marketing factors that affect customers' cosmetics purchasing behavior in Ha Noi City. Through conducting online and offline, the authors collect information of 256 customers about "the impact of digital marketing on customers' cosmetics purchasing behavior in Ha Noi City". The results of data analysis show that there are 06 factors in customers' cosmetics purchasing behavior: Social Media Marketing, Search Engine Marketing, Content Marketing, Email Marketing, Affiliate Marketing, and Mobile Marketing. Social Media Marketing and Search Engine Marketing are, respectively, the two most influential factors affecting the purchasing behavior of cosmetic consumers in Hanoi. The results of this study offer valuable implications for cosmetic businesses. Specifically, companies should prioritize investment in social media strategies across platforms such as Facebook, Instagram, and TikTok, while simultaneously optimizing search engine tools such as SEO and Google Ads to effectively reach and attract target customers. Furthermore, the development of engaging and personalized content, along with the promotion of meaningful digital interactions, can significantly contribute to enhancing brand awareness and stimulating consumer purchasing behavior in the digital era.

FACTORS AFFECTING SOCIAL INSURANCE PARTICIPATION OF THE ADULT POPULATION IN VIETNAM

Tran Sy Long — Tue, 17 Jun 2025 00:00:00 +0700

This study examines two issues: analyzing the current situation and factors affecting the participation in social insurance of the adult population (population aged 18 and above) in Vietnam. The research area of the study is adults in the entire territory of Vietnam. The study used secondary data from the Vietnam Household. Living Standard Survey (VHLSS) 2016. The study uses the probit model to determine the impact of factors on Vietnamese adults' participation in social insurance. The research results show that gender, education level, age, income, and region (urban, rural) have an impact on the participation in social insurance of the adult population in Vietnam.

GREEN INSURANCE - INTERNATIONAL EXPERIENCES AND LESSONS FOR VIETNAM

Nguyen Anh Tu*, Nguyen Thuy Linh — Tue, 17 Jun 2025 00:00:00 +0700

The current trend toward sustainable development has garnered significant attention from countries worldwide, with advancing green finance being a key objective. Among green financial services, green insurance plays an indispensable role by significantly contributing to the enhancement of the green economic system. It expands the range and magnitude of investments for insurance funds and fosters the creation of a sustainable development ecosystem. While the insurance market, particularly green insurance, holds considerable potential, the level of interest and awareness among businesses remains relatively low in Vietnam. This article synthesizes the experiences of selected countries and proposes policy recommendations for promoting green insurance in Vietnam.

DIGITAL TRANSFORMATION TRENDS IN THE BANKING INDUSTRY IN SOME INTERNATIONAL COUNTRIES AND DIGITAL TRANSFORMATION IMPLEMENTATION STRATEGIES IN VIETNAM

Nguyen Thi Quy — Tue, 17 Jun 2025 00:00:00 +0700

In the digital age, the digital transformation of the banking industry has become an inevitable trend in the world. The financial sector is undergoing a strong transformation with digital technology to reshape financial products and services such as payments, loans, insurance, and asset management. In the world in general and in Vietnam in particular, given the sharp development of information technology and the high proportion of participation in the finance and technology companies sector, digital transformation is a must for banks. Especially, it is the rapid changes in customer needs and pressure from decreasing operating costs and increasing business efficiency that give banks no choice but to transform digitally. This article concentrates on the digital transformation activities of Vietnamese commercial banks, and some digital transformation methods of banks in the US, Singapore, China, and Japan are analyzed. Then, it proposes some strategies for Vietnamese commercial banks in the process of implementing efficient digital transformation strategies.

THE FACTORS INFLUENCING CUSTOMER SATISFACTION WITH RETAIL BANKING SERVICES AT COMMERCIAL BANKS IN CAN THO CITY

Ho Pham Thanh Lan*, Nguyen Minh Tan — Tue, 17 Jun 2025 00:00:00 +0700

This study analyzes the factors influencing customer satisfaction with retail banking services at commercial banks in Can Tho City. The research data is based on a survey of 150 customers currently using retail banking services in Can Tho City. The study employs Cronbach's alpha to test scale reliability, exploratory factor analysis (EFA), and multiple linear regression analysis. The results indicate that the model has high statistical significance, with R2 = 0,659, demonstrating that the studied factors have a considerable impact. Among them, Technological quality, Assurance, and Rmpathy are the three most influential factors, whereas Responsiveness is not statistically significant. Tangibles and reliability also have an impact, but to a lesser extent. Based on these findings, banks should focus on investing in technology, ensuring transaction security, and improving customer service to enhance customer satisfaction and loyalty.

COMPETITION POLICIES IN THE EVFTA AND RECOMMENDATIONS FOR VIETNAM

Truong Thi Thuy Binh — Tue, 17 Jun 2025 00:00:00 +0700

Among the new-generation FTAs to which Vietnam is a party, the EU-Vietnam Free Trade Agreement (EVFTA) is of particular interest to businesses, as the EU is a strategic export market for many Vietnamese products. The EVFTA has brought significant opportunities for Vietnamese enterprises, but it also comes with challenges and pressures related to competition and the enforcement of competition laws. Therefore, understanding and mastering the competition policies in the EVFTA is essential. This article will first provide an overview of competition and the necessity of competition laws, then analyze the competition policies in the EVFTA, and finally offer some recommendations for Vietnam.

SOME LITERATURE REVIEW ABOUT WELLNESS TOURISM

Tue, 17 Jun 2025 00:00:00 +0700

Wellness tourism has become a popular and developed form of tourism in some countries such as the USA, India, Korea, Japan, Singapore, China, Thailand, Indonesia, etc. Wellness tourism has become a new and rapidly growing trend in the global tourism market, thus bringing new changes in customer base, services, and products provided. This is also an open topic for researchers related to tourism, wellness tourism, and wellness tourism development. The article focuses on clarifying some literature reviews related to wellness tourism, thereby finding research gaps for future studies in this field.

EXPANDING COOPERATION BETWEEN EDUCATIONAL INSTITUTIONS AND BUSINESSES IN TRAINING HIGH-QUALITY ACCOUNTING HUMAN RESOURCES IN VIETNAM

Ngo Thi Hoai Nam*, Tran Thi Bich Tam — Tue, 17 Jun 2025 00:00:00 +0700

In the era of global integration and the digital economy, human resources in the accounting industry are the backbone of businesses. Therefore, the demand for high-quality accounting professionals has become more pressing than ever. Consequently, educational innovation in accounting training and strengthening cooperation between educational institutions and businesses are crucial to enhancing the quality of accounting human resources in Vietnam. This article explores the current challenges in Vietnam’s accounting educational system and presents successful international training models while proposing recommendations for bridging the gap between academia and industry. By using a mixed-method approach, the research incorporates surveys, interviews, and secondary data analysis to assess the effectiveness of current accounting training programs. According to findings, only 30% of surveyed students reported being capable of immediately handling accounting tasks, and corporate employers supposed that a number of accounting graduates cannot take over the work of a real accountant because of weak professional skills and a lack of experience in actual business transactions. Additionally, only a few universities have formal partnerships with businesses to offer the future workforce a valuable chance of practical experience. Hence, the study provides information about international accounting education models, including Norway's 2+2 vocational systems, Ireland's integrated certification programs, and Germany's dual training model. Thereby, universities in Vietnam can apply innovative curricula in their educational systems, such as curriculum co-development with businesses, industry internships, and global certifications, with a view to training a highly skilled, professional accounting workforce, meeting global industry demands.

THE FACTORS AFFECTING EMPLOYEES’ INTENTION TO PARTICIPATE IN RETRAINING IN NINH KIEU DISTRICT, CAN THO CITY

Nguyen Thi Hoang Yen, Bui Thi Thuy Chi*, Tang Thi Ngan — Tue, 17 Jun 2025 00:00:00 +0700

This study aims to analyze the factors affecting employees' intention to participate in retraining in Can Tho City. The research data is based on survey responses from 187 employees working in Ninh Kieu District, Can Tho City. Partial Least Squares Structural Equation Modeling (PLS-SEM) is utilized in the study. The analysis results indicate that the influencing factors include: "Influence from colleagues and management", "Work pressure and technological change", "Support from the enterprises", and "Ability to participate in retraining". Among these, "Work pressure and technological change" and "Influence from colleagues and management" have a significantly positive impact on the Ability to participate in retraining programs. In contrast, "Awareness of the benefits of training" does not have a significant impact. The Ability to participate in retraining programs plays a crucial mediating role, strongly affecting employees' intention to engage in retraining programs in Ninh Kieu District, Can Tho City.