![[Research Contribution] Impulse Buying Behavior in Live-Streaming Commerce: The Roles of Interface Design, Interaction Quality, and Customer Engagement](/images/upload/img_background/ueh-background-639076264834397561.png)
[Research Contribution] Impulse Buying Behavior in Live-Streaming Commerce: The Roles of Interface Design, Interaction Quality, and Customer Engagement
31 Dec 2025
As live-streaming commerce continues to boom in Vietnam, impulse buying behavior has become increasingly common, driven by high levels of interaction and real-time shopping experiences. However, the roles of interface design and interaction quality in fostering customer engagement and stimulating this behavior remain underexplored, especially in price-sensitive markets like the Mekong Delta. Motivated by this context, a research team from UEH Mekong, University of Economics Ho Chi Minh City (UEH), conducted a study to assess the impact of interface design and interaction quality on impulse buying in a live-streaming environment. The study examines the mediating role of customer engagement and the moderating effect of promotion addiction, based on the Stimulus-Organism-Response (S-O-R) framework.
Read More![[Research Contribution] Foreign preference and students’ intention to buy chinese fashion in Ho Chi Minh City](/images/upload/img_background/ueh-background-639024247663490889.png)
[Research Contribution] Foreign preference and students’ intention to buy chinese fashion in Ho Chi Minh City
27 Dec 2025
In the context of increasingly deep economic integration, Vietnam's garment industry is facing significant competitive pressure from Chinese fashion products. With its price advantage, diverse designs, and suitability for young people's tastes, Chinese clothing quickly gained the interest of students – a customer group with high fashion needs but limited financial resources. Additionally, the mentality of valuing foreign goods still exists among a segment of consumers, making imported products more appealing and posing significant challenges for domestic garment businesses. Based on this reality, a research team from the University of Economics Ho Chi Minh City (UEH) implemented a study to analyze the impact of consumer ethnocentrism on students' intention to purchase Chinese clothing products in Ho Chi Minh City.
Read More![[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam?](/images/upload/img_background/ueh-background-638978924607115207.png)
[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam?
04 Nov 2025
Modern social contexts expect businesses to operate with a higher sense of responsibility. Many large corporations have committed to annual corporate social responsibility (CSR), but its effectiveness is yet to be measured. Faced with this "problem," a team of student researchers from the University of Economics Ho Chi Minh City (UEH) conducted the research topic "Do CSR activities impact Gen Z's sustainable purchase intention and willingness to pay more?" Experimental Research in Vietnam" to clarify how CSR contributes to shaping brand trust, strengthening brand image and brand loyalty, and thereby influencing the sustainable consumption behavior of Gen Z in Vietnam.
Read More![[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam?](/images/upload/img_background/ueh-background-638955958266732090.png)
[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam?
09 Oct 2025
Modern social contexts expect businesses to operate with a higher sense of responsibility. Many large corporations have committed to annual corporate social responsibility (CSR), but its effectiveness is yet to be measured. Faced with this "problem," a team of student researchers from the University of Economics Ho Chi Minh City (UEH) conducted the research topic "Do CSR activities impact Gen Z's sustainable purchase intention and willingness to pay more?" Experimental Research in Vietnam" to clarify how CSR contributes to shaping brand trust, strengthening brand image and brand loyalty, and thereby influencing the sustainable consumption behavior of Gen Z in Vietnam.
Read More![[Podcast] Tax Incentives and FDI Attraction: Recommendations for the Application of Global Minimum Tax](/images/upload/img_background/ueh-background-638792854205935156.png)
[Podcast] Tax Incentives and FDI Attraction: Recommendations for the Application of Global Minimum Tax
27 Mar 2025
Employing an empirical model, a research team from the University of Economics Ho Chi Minh City (UEH) explored the impact of tax incentives and other non-tax factors on the ability to attract FDI inflows in developing countries in Southeast Asia and discussed necessary adjustments in tax incentive policies to adapt to the context of applying global minimum tax rules in Vietnam. The study contributes to clarifying the role of tax policies and also provides a comprehensive view of solutions to attract FDI inflows and to promote economic development in the new context.
Read More![[Research Contribution] Improving Total Factor Productivity in Southeast Vietnam: Institutions and Resource Efficiency](/images/upload/img_background/ueh-background-638793381275502545.png)
[Research Contribution] Improving Total Factor Productivity in Southeast Vietnam: Institutions and Resource Efficiency
19 Mar 2025
In the context that the global economy faces uncertainties like the consequences of the pandemics, natural disasters, and conflicts, the key economic Southeast region of Vietnam is facing major challenges in terms of institutions and resource efficiency. A recent study by a researcher from the University of Economics Ho Chi Minh City (UEH) has illustrated significant room for improving Total Factor Productivity (TFP), increasing the region’s GRDP by thousands of billions of VND each year. How can Southeast Vietnam not only recover but also break through to become a sustainable growth driver for the whole country? Let’s find out in the following article!
Read More![Leadership skill discussion from one famous American Author - Professor. Allan R. Cohen - in the [Book Sharing] Unseen Leadership: Leading Without Authority event](https://en.ueh.edu.vn/images/upload/thumbnail/ueh-thumbnail-121609-110424.jpg)
