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Although researchers have previously discussed the consequences of extracurricular activity (ECA) participation, the question of which factors affect the intention to participate in ECAs has been less addressed. By incorporating the theory of planned behavior (TPB) and signaling theory, this study investigates the role of the components of the TPB and signal quality in the intention to join ECAs. In addition, the contingent effects of students' demographic profiles, such as their gender, their year in school, and whether they have a part-time job, are examined. A sample of 386 students at various universities in Ho Chi Minh, Vietnam, was used to test a model that incorporates the relationships between TPB components and signal quality by means of the partial least squares (PLS) technique. The results of this study indicate that the three components of the TPB have positive impacts on the intention to join ECAs. In addition, signal quality affects both attitude and intention. Finally, students' demographic profiles, such as their gender, their year in school, and whether they have a part-time job, have moderating roles in the relationship from attitude and subjective norms to intention. This study adopted a cross-sectional design and was conducted in Vietnam only. Future research should consider longitudinal studies and make comparisons between countries with diverse cultures. As another limitation, this study investigated only university students. Future research, therefore, is needed to consider other subjects and different sectors, such as high school pupils. The results of this study suggest that ECA organizers should send clear, consistent, and credible signals to potential members. Additionally, parents, teachers and other influencers should talk to and encourage students to join ECAs. As a major contribution of this study, it incorporates the TPB and signaling theory to examine the antecedents of ECA participation.

Academic institutions have implemented methods to enhance student engagement, increase satisfaction levels, and maximize the efficacy of the learning process. Gamification has been increasingly used in education to enhance the efficacy of student learning, in contrast to traditional teaching methods. This study quantitatively examines the impact of gamification on learning efficacy by assessing variables such as engagement, satisfaction, and intrinsic motivation based on data from 255 survey responses by undergraduate and graduate students enrolled in Vietnamese institutions. Participants had prior experience with gamified instructional methods. The findings indicate that individuals’ level of enjoyment and challenges impacted the effectiveness of their learning through the mediating processes of engagement, satisfaction, and intrinsic motivation. This study offers valuable insights for educational institutions, schools, teachers, and other scholars examining the impacts of intrinsic motivation, satisfaction, and engagement on learning effectiveness within the educational setting of gamification. [ABSTRACT FROM AUTHOR]

This study examined the influences of human–human interaction on impulse-buying intention in live commerce through swift guanxi and trust. To further clarify its impact, gamification was also incorporated into the proposed model. We adopted a quantitative methodology involving online questionnaires distributed to 742 Vietnamese consumers with previous live commerce purchasing experience. Data analysis was performed using structural equation modeling, and the results suggested that in live commerce contexts, entertainment and responsiveness positively impacted swift guanxi, whereas personalization had no such effect. Mutuality and social contagion were identified as crucial elements for fostering trust in co-viewers in viewer–viewer interactions. Additionally, the findings validated the influence of gamification on three model components: entertainment, swift guanxi, and impulse-buying intention. These findings can aid live commerce vendors and streamers in implementing effective live sessions that foster participants' intentions to make impulsive purchases. Furthermore, this study deepens the understanding of swift guanxi and trust in the live commerce sector. Finally, the integration of gamification contributes to the current understanding of its influence in e-commerce studies in general and in live commerce studies in particular. [ABSTRACT FROM AUTHOR]

This study investigated the key factors driving consumers' purchase intention for environment-friendly packaged products in the Vietnamese market. Interviews with 477 participants were conducted using a quantitative approach. The questionnaires were distributed to the respondents who visited and purchased plant-based milk products at milk stores, supermarkets/hypermarkets, convenience stores, and grocery stores in Ho Chi Minh City, Vietnam's largest city. The data were analyzed using structural equation modeling. Empirical results have shown that willingness to pay (WTP), personal norms, environmental advertising, and consumer attitude indirectly affect consumers' purchase intentions. Moreover, eco-label knowledge and environmental concerns significantly affect consumers' attitudes. These findings contribute to a greater theoretical understanding of how a combination of external and internal stimuli can motivate consumers to engage in environmentally responsible behaviors. [ABSTRACT FROM AUTHOR]

The rapid expansion of social commerce (S-commerce) has necessitated the development of effective advertising strategies. Despite claims that gamification offers several benefits when integrated with S-commerce, its significance in emerging markets remains unclear. This study was designed to evaluate the influence of gamification on advertising effectiveness in emerging markets such as Vietnam. Personalization and privacy concerns (S-commerce's recent prominent factors) were also assessed. A quantitative approach was used in this study. Data were collected through a survey of 477 individuals exposed to gamification advertising on S-commerce platforms. The results demonstrate that gamification significantly influences the intention to interact with advertisements through both hedonic and utilitarian mechanisms. However, this factor only affects attitudes toward advertising through hedonic mechanisms. The influence of attitudes toward advertising on consumer behavioral intentions was also reinforced in our study. Moreover, the empirical findings show that personalization significantly influences gamification and attitudes toward advertising. Finally, privacy concerns were found to have no effect on gamification and attitudes toward advertising and, simultaneously, produced only a small negative effect on the intention to interact with advertisements. [ABSTRACT FROM AUTHOR]

Recognising the rapid growth and enormous potential of gamification and social media advertising in today's digital age, along with the increasing popularity of social commerce (s-commerce), especially in emerging markets, this study analysed attitudes towards gamification advertising in the Vietnamese s-commerce context. This study followed a quantitative approach by conducting interviews with 386 users who interacted with gamification advertising on s-commerce platforms in Vietnam. The empirical results indicate that perceived gamification in advertising (as measured by the experience of gamification ads) has a significant positive indirect effect on attitudes towards advertising via hedonic and utilitarian values. In addition, this study experimentally verified the impact of the prominent characteristics of s-commerce (interactivity, personalisation, and privacy concerns) on both the gameful experiences of ads and attitudes towards advertising in the s-commerce market. Our research has meaningful implications for marketers and social networking platform developers, in that marketers should be more proactive in gamifying advertisements to improve customer attitudes towards them. For social networking platform developers, it is essential to develop optimal algorithms to enhance the interactivity of the platform by taking advantage of a database to generate relevant advertising recommendations for users. [ABSTRACT FROM AUTHOR]

This quantitative study used the Stimulus-Organism-Response theory to examine the relationships among authentic experience, tourist satisfaction, place attachment, and behavioral intention in religious destination context. The survey questionnaire was designed to obtain the data. The responses of 566 tourists that paid a visit to the Father Diep Church, a famous religious destination in southern Vietnam, were analyzed. The results revealed that tourist satisfaction significantly influenced on place attachment, destination revisit intention, and word-of-mouth. Furthermore, word-of-mouth and revisit intentions were sharply and positively impacted by place attachment, whereas the influence of authentic experience on tourist satisfaction, revisit intention, and word-of-mouth was noteworthy. Moreover, demographic factors, such as being female, being a business tourist, and observing a different religion (non-Catholic), were associated with higher revisit intention. These findings could provide guidelines for developing marketing strategies for religious destinations and be theoretically based on for further empirical validation. Plain Language Summary: Behavioral Intention: Vietnamese Religious Tourism This study develops and tests a conceptual model that offers hypotheses regarding place attachment, authentic experience, tourist satisfaction, word of mouth, and destination revisit intention with respect to a case of Vietnamese religious tourism. We collected data using a survey questionnaire, and the respondents comprised 566 tourists visiting the Father Diep Church, a famous religious destination in southern Vietnam that inherited both Catholic and Confucian traditions. This study addresses gaps in the literature by investigating the relationships among place attachment, authentic experience, satisfaction, destination revisit intention, and word of mouth for the Father Diep Church study. [ABSTRACT FROM AUTHOR]

To understand how consumers perceive greenwashing, this study examines the impact of green advertising receptivity (GAR), non‐deception (ND), green brand image (GBI) and transparency (TR) on green brand trust (GBT) and subsequently the impact of GBT on consumers' purchasing intentions (PI). We also consider the mediation role of GBT between the relationship of the independent variables (GAR, ND, GBI and TR) and the dependent variable (PI). At the same time, we examine the moderating impact of ND on the GAR and GBT and of TR on the GBI and GBT relationship. Using the Stimulus–Organism–Response (SOR) framework, we test a number of hypotheses. A survey‐based questionnaire was utilized to gather the data from Vietnamese respondents (n = 262). We analysed the data using the partial least squares (PLS) method, which is a structural equation modelling (SEM) technique, with the assistance of the SmartPLS computer program 3.0. The data results show that GAR and GBI positively influence GBT, but the influence of ND and TR on GBT is insignificant. Again, the data show that GBT has a positive influence on PI, and as a mediator variable, it facilitates GAR, GBI and PI, but not the link between ND, TR and PI. A significant interaction effect of ND demonstrates that it strengthens the GAR‐GBT relationship. However, the TR has no impact on the GBI–GBT relationship. The findings of this study provide insights into the theory and the essential managerial implications for successfully managing the implementation of green marketing strategies. [ABSTRACT FROM AUTHOR]

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity. [ABSTRACT FROM AUTHOR]