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FACTORS AFFECTING THE PASSENGER BEHAVIOR INTENTION TOWARDS THE AIRPORT SELF-SERVICE TECHNOLOGY
TRAN MINH ANH 한국항공대학교 일반대학원 2023 국내석사
Factors affecting the passenger behavior intention towards the airport self-service technology Tran Minh Anh Aviation Management Program The Graduate School Korea Aerospace University (Advisor: Professor Jin Ki Kim, Ph.D.) Airport self-service technology (ASST) have received considerable attention over the last few years as they offer potential savings and efficiency gains for airports and airlines alike; however, little is known about factors affecting to passenger’s behavior intention toward self-service technologies. This study proposes a model to find out what and how much do factors affect to the passenger’s behavior intention toward self-service technologies (SST). In the model, there are five independent constructs: Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment, Social Influence, Perceived Risk; and one Dependent construct: Behavior Intention. Based on 190 observations from airport users, the study identifies that Perceived Ease of Use, Perceived Usefulness, Social Influence, Perceived Risk have impact on Behavior Intention; amongst them, Social Influence has the greatest effect. Keyword: Airport self-service technology; SST; Behavior Intention.
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(The) impact of digital economy on F&B services industry in Vietnam
Tran Minh Anh 韓國外國語大學校 國際地域大學院 2021 국내석사
Being referred to as a “dragon being unleashed” in terms of digital economy within Southeast Asia, Vietnam’s industries are seeing numerous changes in their nature, especially the F&B services sector. Moreover, when the Covid-19 pandemic has hit hard on the performance of this sector, with 95.5% of F&B services businesses in Vietnam being affected, the application of digital technology has been emerging as an opportunity for traditional F&B services businesses to transform and find way to survive in this natural selection. Within the current context of digital economy in Vietnam, this study identified the opportunities and challenges within the F&B services industry when Vietnamese economy transform into digital one by analyzing how the country’s F&B services industry has changed in accordance with the development of digital economy as well as customers’ view toward digitalization in this sector. Through the two case studies of The Coffee House and Golden Gate Group, it has been proven that digitalization in F&B services industry in Vietnam ranges from daily operational activities such as establishing a consistent and transparent recruitment process through digital tools like Base E-hiring or an integrated automation of processes in restaurants like R-Keeper 7 to determine prices, calculate profits and losses … to other complicated activities like establishing customer databases to dictate some of the consumers behaviors, building their own app as an extension for future revenue, linking with banks to provide discount for customers to promote the usage of e-wallets and other cashless forms of payment, targeting customers through digital marketing channels etc. … Secondly, through a survey done with 430 respondents, it has been observed that Vietnamese customers are having a friendly view toward digitalization in this sector, being reflected in the increasing trend to use online ordering, digital payment, digital marketing channels and the overall preference toward using digital technologies in F&B services outlets. However, we cannot ignore the socio-cultural aspect, including the habit of using cash and eating at home, the lacking of digital skills or even the unequal development of digital infrastructures which can bring about challenges to F&B services enterprises in promoting digitalization.
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Determinants of digital retail platform acceptance in Vietnam
TRAN MINH ANH 한국외국어대학교 국제지역대학원 2024 국내박사
In alignment with the global development trend, e-commerce in Vietnam has evolved beyond basic online shopping to sophisticated digital retail platforms, marking a pivotal shift towards comprehensive, integrated online retail ecosystems. Vietnam possesses a multitude of factors conducive to fostering the growth of digital retail platforms, however, there are also challenges hindering the growth of such platforms in this country, including the digital divide within the country, competition from social commerce, the existence of counterfeit products, the possibility of multihoming, and, most importantly, Vietnamese consumers’ preferences for in-store shopping. In the intense competition among the Big Five digital retail platforms for market dominance and the winner-takes-all advantage, understanding the complex determinants that drive users’ acceptance of these platforms is of paramount importance. Additionally, for government-driven national digital transformation efforts, encouraging both individuals and businesses to adopt digital retail platforms is imperative. This study offered a comprehensive analysis of the digital retail platform landscape in Vietnam and, most importantly, identified the determinants influencing the acceptance of these platforms for both the buyers and sellers by employing the UTAUT2 model. The data generated from 225 sellers and 486 buyers were analyzed with SPSS and SmartPLS via the utilization of the PLS-SEM procedure. The results revealed that the determinants of Vietnamese sellers’ acceptance to use digital retail platforms encompass: Social influence, Effort expectancy, Facilitating conditions, Performance expectancy, and Price value. On the other side of digital retail platforms, Effort expectancy, Hedonic motivations, Performance expectancy, Facilitating conditions, and Habit have a significant influence on the willingness of Vietnamese buyers to make purchases on digital retail platforms. Remarkably, all of these determinants were proven to be significantly impacted by the nature of Vietnamese culture as characterized in Hofstede’s cultural dimensions: High power distance, Low individualism, Low masculinity, and Low uncertainty avoidance. This underscores the enduring significance of culture, even in today’s digitized world. As a practical implication, this study may serve as a guideline for the Government of Vietnam as well as digital retail platforms to promptly act and innovate in order to expand the user base and promote the development of these multi-sided platforms.
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