ORCID Profile
0000-0003-1029-0753
Current Organisations
Vietnam National University Ho Chi Minh City
,
International University
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Publications
WOM source characteristics and message quality: the receiver perspective
Publisher: Emerald
Date: 12-03-2018
Abstract: Word-of-mouth (WOM) literature has identified the roles of source and message in WOM influence, but the relationship between them is yet to be investigated. The purpose of this paper is to explore this relationship by examining the mediation of message on the impact of perceived source characteristics from the perspective of the receiver. The paper also considered the mutual relationships between source characteristics and message quality. A quantitative survey of prospective students was conducted to empirically examine the proposed conceptual model. A s le of 509 respondents was analysed using structural equation modelling. The findings suggest the significant impact of expertise, trustworthiness, homophily and opinion leadership of the WOM source on the judgement of message quality and the indirect effects on WOM influence mediated by the message quality. The results also indicate the moderating effects of receiver involvement and the valence of the message on the impact of message quality. The findings of this paper can inform the strategic development of WOM marketing. A deeper understanding of source characteristics and the role of the message may enable marketing practitioners to better target appropriate influencers for seeding programmes that stimulate WOM communication about their brands or products. This study examines how the receiver’s evaluations of message content mediate the relationship between source characteristics and WOM influence. Source and message are two elements of communication which are processed when people receive information. However, nascent research examines their effects on each other. This research contributes to the understanding of this relationship through an empirical examination of the direct effects of primary source characteristics on perceived message quality.
VIETHERB: A Database for Vietnamese Herbal Species
Publisher: American Chemical Society (ACS)
Date: 08-11-2018
Abstract: Vietnam carries a highly erse practice of traditional medicine in which various combinations of herbs have been widely used as remedies for many types of diseases. Poor hand-written records and current text-based databases, however, perplex the process of conventionalizing and evaluating canonical therapeutic effects. In efforts to reorganize the valuable information, we provide the VIETHERB database ( vietherb.com.vn/ ) for herbs documented in Vietnamese traditional medicines. This database is constructed with confidence to provide users with information on herbs and other side information including metabolites, diseases, morphologies, and geographical locations for each in idual species. Our data in this release consist of 2,881 species, 10,887 metabolites, 458 geographical locations, and 8,046 therapeutic effects. The numbers of species-metabolite, species-therapeutic effect, species-morphology, and species-distribution binary relationships are 17,602, 2,718, 11,943, and 16,089, respectively. The information on Vietnamese herbal species can be easily accessed or queried using their scientific names. Searching for species sharing side information can be simply done by clicking on the data. The database primarily serves as an open source facilitating users in studies of modernizing traditional medicine, computer-aided drug design, conservation of endangered plants, and other relevant experimental sciences.
Mindfulness Approach to Ethical Consumption
Publisher: IGI Global
Date: 2020
DOI: 10.4018/978-1-7998-2704-7.CH015
Abstract: Consumer ethics has increasingly attracted attention by academics and practitioners in recent years. Nonetheless, research so far has mostly focused on understanding consumer's ethical judgments and the associations between those ethics-related general attitudes and selected antecedents drawn from Hunt-Vittel Theory of Ethics. Nonetheless, evidence in practice raises more serious doubts about validity of ethical judgments as a measure of consumer ethics, reminding the attitude-behaviour gap that has been long discussed in the literature. On the other hand, as the ethical consumption turns to the mainstream market, there has been a question whether antecedents of consumer ethical behaviour widely investigated in the literature will exert the same influence on mainstream consumer behaviour. This chapter proposes a conceptual framework arguing for new approach to understand and measure ethical consumption. Implications and research directions are also provided.
Ethically minded consumer behaviour in Vietnam
Publisher: Emerald
Date: 13-03-2019
DOI: 10.1108/APJML-12-2017-0344
Abstract: Consumer ethics in Asia has attracted attention from marketing scholars and practitioners. Ethical beliefs and judgements have been predominantly investigated within this area. Recent research argues for consumer ethics to be measured in terms of behaviours rather than attitudinal judgements, due to a potential pitfall of attitudinal scales, which researchers often refer to as an attitude–behaviour gap. Accordingly, the purpose of this paper is to examine the dimensions of ethically minded consumer behaviour (EMCB) in an Asian emerging market context. A survey of 316 Vietnamese consumers was conducted to investigate their ethically minded behaviours. The SEM analyses reveal a significant impact of long-term orientation on EMCB, whereas spirituality has no impact. Collectivism, attitude to ethically minded consumption and subjective norms are found to influence the dimensions of EMCB. Age, income and job levels have effects on EMCB dimensions, but gender, surprisingly, has no effect. The study can be beneficial to businesses and policy makers in Vietnam or any similar Asian markets, especially in encouraging people to engage with ethical consumption. Furthermore, it provides practitioners in Vietnam with a measurement instrument that can be used to profile and segment consumers. This is among the first studies utilising and examining EMCB, especially in Vietnam where research into consumer ethics is scant. It contributes to the body of knowledge by providing a greater understanding of the impact of personal characteristics and cultural environment on consumer ethics, being measured by the EMCB scale which has taken into account the consumption choices. Furthermore, this study adds further validation to the EMCB scale.
Related Organisations
Related Funding Activities
No related grants have been discovered for Tri Dinh Le.