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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Emerging Science Journal
Thanh D. Nguyen
Ho Chi Minh University of Banking, Ho Chi Minh City
Environmental Science

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E-Service Quality and Loyalty Driving E-Satisfaction and E-WOM in Higher Education Vi T. T. Nguyen; Tue G. Truong; Thanh D. Nguyen
Emerging Science Journal Vol. 9 (2025): Special Issue "Emerging Trends, Challenges, and Innovative Practices in Education"
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2025-SIED1-019

Abstract

This study examines the influence of core e-service quality dimensions, information quality, website performance, and website confidentiality, on perceived emotional value, e-satisfaction, student loyalty, and electronic word-of-mouth (e-WOM) within the digital delivery of higher education services in Vietnam. Drawing upon the Stimulus–Organism–Response (SOR) framework, the Expectation–Confirmation Theory (ECT), and the Value-Based Adoption Model (VAM), this research investigates behavioral outcomes through psychological mediators. Data were collected from 311 university students with prior experience in using their universities’ electronic service platforms, including learning and academic management systems. Measurement scales were adapted from established studies, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS–SEM). The results reveal that e-service quality positively influences perceived emotional value, which subsequently drives e-satisfaction, student loyalty, and e-WOM. Furthermore, student loyalty reinforces e-WOM, underscoring the critical role of digital engagement in higher education. This study contributes to existing theory by integrating service quality dimensions, emotional responses, and behavioral intentions into a unified model. It also offers practical insights for enhancing student engagement, optimizing digital learning environments, and strengthening institutional reputation in today’s increasingly competitive digital education landscape.
Purchase Behavior in AI-Enabled Livestream Commerce: Evidence from an Emerging Economy Thanh D. Nguyen; Hoan D. D. Ly
Emerging Science Journal Vol. 10 No. 3 (2026): June
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2026-010-03-011

Abstract

This study aims to examine consumer purchase behavior in AI-enabled livestream commerce as an emerging form of AI-driven digital commerce. Specifically, the research investigates how technological and social–psychological factors influence perceived ease of use, perceived usefulness, intention to use, and purchase behavior. Data were collected through an online survey using convenience and snowball sampling methods, resulting in 248 valid responses. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the proposed relationships. The findings indicate that compatibility and self-satisfaction positively influence both perceived ease of use and perceived usefulness, while perceived risk negatively affects these perceptions. Social influence significantly enhances perceived usefulness but does not have a significant effect on perceived ease of use. In addition, perceived ease of use and perceived usefulness significantly strengthen intention to use, which subsequently drives purchase behavior. This study contributes to the literature by extending the TAM–UTAUT framework within the context of AI-enabled livestream commerce and by offering new insights into how AI streamers reshape consumer–platform interactions. These findings provide both theoretical contributions and practical implications for AI-driven commerce in emerging markets.
Co-Authors Hoan D. D. Ly Tue G. Truong Vi T. T. Nguyen