Search results for "AI" | Journal of Trade Science

Abstract
This study investigates the effects of low-cost carriers (LCCs) on international tourism supply in ASEAN. Using panel data for seven ASEAN countries over the period 2010 to 2022 and employing multiple estimation approach... Read more

Open Access Article

The Impact of Sensory Marketing on the Revisit Intention to Informal Learning and Working Spaces of Generation Z Customers In Vietnam: The Roles of Perceived Enjoyment, Perceived Authenticity, and Place Attachment

Nguyễn Việt Dũng , Nguyễn Thị Hân , Đào Hương Giang , Phan Thu Ngân , Nguyễn Thị Hạnh , Dương Xuân Cường

DOI: 10.54404/jts.2026.215v.09

Abstract
This study examines the impact of multisensory marketing on the intention to revisit informal learning and working spaces. Drawing on multisensory marketing theory, stimulus-organism-response theory, and place attachment... Read more

Open Access Article

Mediating Role of Trust in the Relationship Between “Three Disclosures” Information Transparency and University Choice Decisions: An Empirical Study in Hanoi

Bùi Hữu Đức , Bùi Khánh Linh

DOI: 10.54404/jts.2026.215v.08

Abstract
This study examines the impact of information transparency under the “Three Disclosures” mechanism on students’ university choice decisions in Vietnam, while investigating the mediating role of trust. Analyzing primary d... Read more

Open Access Article

The Impact of Gamification on Value Co-creation: The Mediating Role of Customer Experience and Brand Love

Trịnh Thị Hồng Minh , Cao Minh Trí , Bảo Trung

DOI: 10.54404/jts.2026.215v.07

Abstract
Gamification is widely regarded as a positive driver of consumer behavior; however, research on its effects on value co-creation remains limited. To address this gap, this study extends the Stimulus-Organism-Response (S-... Read more

Open Access Article

Exploring the Factors of Traceability System in Food Supply Chain Impact on Consumers’ Purchase Intentions in Vietnam

Trần Thị Thu Hương , Trần Thành Đạt Trần , Vũ Tiến Đạt Vũ

DOI: 10.54404/jts.2026.215v.06

Abstract
This study examines the impact of the traceability system in food supply chain for purchase intention of Vietnamese consumers based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). Data... Read more

Open Access Article

Determinants of Firm Performance in Listed Real Estate Companies on the Vietnamese Stock Exchange

Nguyễn Hồ Phương Thảo , Nguyễn Thị Nhật Phương

DOI: 10.54404/jts.2026.215v.05

Abstract
his study examines the impact of internal factors on the performance of listed real estate firms. The research uses a balanced panel dataset comprising 380 firm-year observations from 76 real estate companies listed on t... Read more

Open Access Article

Mediating Role of Work Motivation in the Relationship Between Digital Training, Digital Leadership, and Work Performance: Evidence from Vietnamese Exporting Enterprises

Phan Thu Trang

DOI: 10.54404/jts.2026.215v.04

Abstract
This study uses SEM to examine how digital training and leadership impact motivation and performance across 378 Vietnamese export enterprises. The novelty lies in clarifying motivation’s mediating role and addressing the... Read more

Keyword: AI