Journal of Trade Science

Editorial: Generative AI in business education: some future research directions

Nguyen, Ninh

DOI: 10.1108/jts-03-2026-076

Career orientation of family members in family businesses: a choice or an obligation?

Birgach, Hiba

DOI: 10.1108/jts-04-2025-0015

Abstract
PurposeThis study investigates whether family members choose to join the family business out of personal interest or perceived obligation, drawing on the theory of planned behavior (TPB) and socioemotional wealth (SEW) t... Read more

Why we buy, how we feel: applying phenomenology to consumer research

Islam, Mohammad Shahidul

DOI: 10.1108/jts-06-2025-0029

Abstract
PurposeThis research explores how phenomenology can enrich consumer research as a philosophical and methodological approach by illuminating the emotional, symbolic and experiential dimensions of consumer behavior that ar... Read more

From crave to fade: modelling perceived novelty, perceived saturation and engagement in viral street food trends among digital-native young consumers

Luong, Thai-Ha , Nguyen, Hoang-Khoi , Cho, James , Koziel, Agnieszka M. , Doi, Bao-Trang Nguyen , Bui, Huu-Phuoc

DOI: 10.1108/jts-07-2025-0037

Abstract
PurposeThe digital era contributes significantly to the rapid growth of the street food sector. However, it also brings about food poisoning risks as the street food vendors are busy inventing frivolous food trends. This... Read more

Unlocking students' continuance intention to use generative AI for educational purposes: the dual role of habit

Sabani, Alvedi , Nguyen, Hoang Giang , Le, Darren , Farah, Mohamed

DOI: 10.1108/jts-08-2025-0038

Abstract
PurposeGenerative artificial intelligence (GenAI) plays a crucial role in academic sustainability as it enables personalized learning experiences and fosters innovative problem-solving approaches. Based on the technology... Read more