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All Journal AURORA: Journal of Emerging Business Paradigms
Nguyen, Kim Van
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Understanding the Determinants of Decision Making Among Online Food Delivery App Users in Can Tho City, Vietnam Hong Tran, Kiet; Nguyen, Kim Van; Thyen Ly, Thoa
Aurora: Journal of Emerging Business Paradigms Vol. 1 No. 1 (2024): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v1i1.106

Abstract

This research explores the determinants influencing decision making among online food delivery app users in Can Tho City, Vietnam, against the backdrop of the city's evolving culinary landscape and the rapid expansion of digital technologies. Through qualitative methods including semi-structured interviews, thematic analysis, participant observation, and document analysis, key factors driving user decisions are identified. These factors include convenience, trust, food quality, delivery time, price sensitivity, and social influences. The findings underscore the complexity of user behavior within this context and highlight the importance of addressing these factors to improve user satisfaction and engagement with online food delivery apps. Despite the study's valuable insights, limitations such as geographical specificity, sample size, and reliance on self-reported data are acknowledged, suggesting avenues for future research including longitudinal studies, comparative analyses, experimental interventions, and quantitative assessments. By addressing these gaps, future research can advance our understanding of user behavior in online food delivery contexts and inform strategies for enhancing the user experience.
Leading with Ethics and Values: Exploring the Impact on Social Innovation in the Public Sector Hong Tran, Kiet; Nguyen, Kim Van; Ly, Thoa Thyen
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 1 (2025): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i1.188

Abstract

This study explores the role of ethical and values-based leadership in fostering social innovation in the public sector of Vietnam. With a growing need for innovative approaches to address complex societal challenges, the research examines how ethical leadership practices shape organizational cultures that promote innovation. Through qualitative interviews with public leaders, the study identifies three key themes: (1) moral framing of innovation as a social responsibility, (2) the creation of an empowering organizational culture that fosters psychological safety for employees, and (3) the exercise of ethical judgment to navigate institutional tensions and foster change. The findings reveal that leaders who prioritize ethics and values can create an environment where innovation thrives, even in the face of bureaucratic resistance and political constraints. This study contributes to the theoretical understanding of ethical leadership in the public sector and provides practical insights for public administrators aiming to drive social innovation. The research also highlights the importance of aligning innovation efforts with core societal values, fostering an inclusive environment that encourages risk-taking, and applying moral decision-making to overcome institutional barriers. The novel contribution of this study lies in its contextual focus on Vietnam, providing valuable insights into how public sector leaders in emerging economies can integrate ethics into their leadership practices to enhance social innovation.
Co-Authors Hong Tran, Kiet Ly, Thoa Thyen Thyen Ly, Thoa