Purpose: This study was based on curation commerce that has been rapidly developing. It looked into the effect of curation commerce's quality of service factors (information quality, information interest quality, interaction quality, and personalization quality) on satisfaction and the mediating effect of consumer empathy and shopping value between service qualities and consumers' satisfaction with curation commerce. Research design, data, and methodology: The survey was conducted on 273 consumers who used Chinese curation commerce services. The research data was analyzed using the Smart PLS 3.0 program. The empirical analysis was conducted with reliability and validity analyses of the questionnaire and hypothesis test. Results: As a result, only the quality of information had a direct impact on satisfaction. The remaining service quaility factors (information interest quality, interaction quality, and personalization quality) were found to affect satisfaction through utilitarian value or consumer empathy. Conclusions: This study is meaningful in that it selected the service quality factors experienced by consumers about curation commerce services in line with the bright market prospects of curation services. In addition, the significance of this study was to reveal the psychological mechanism of the process in which the quality of service reaches consumer satisfaction.

Purpose: The ultimate purpose of this research is to analyze the influence of direct service experience on brand equity components and continuance intention by focusing on cultural marketing at airport, as a huge market place. Design/methodology: This study examines how the cultural contact experience of an airport's cultural marketing activities affect the brand equity components, as well as how these factors affect the continuance intention. A questionnaire survey is conducted for airport users and a total of 313 copies of the questionnaire are analyzed using a structural equation. Results: The results demonstrate that cultural contact service has a positive effect on brand awareness, brand meaning, and perceived value, and all factors of brand equity components have a positive effect on continuance intention. In addition, MTE also has a significant effect on continuance intention. Conclusions/implications: The purpose of this study was to investigate the relationship between the cultural contact and brand attachment of tourists experiencing airport cultural marketing services on the composition factors of airport brand equity. The results of this study can be used not only as basic data to help establish a cultural marketing strategy at an airport, but also as to aid establishing and implementing a long-term marketing strategy for the sustainable growth of an airport.

Purpose:Travel agencies have use digital tools in order to shift the paradigm in how business is conducted. Online travel agencies provide the same services as a normal travel agency, including hotels, transportation, guided tours, reservations, and related services, but using an "online platform. Travelers planning a trip can use a lot of forms to collect information and have access to a larger amount of information, so the factors that influence the user's behavioral intention are very important. This research has the conducted to find what factors lead to the attitudes of consumers in using OTA using the UTAUT model. Research design, data and methodology: The object of this study were respondents of a google survey using convenient sample extraction method, chosen among consumers who gathered information, or purchased a product. A total of 217 of the 235 questionnaires Google survey answered were used in the final analysis, excluding insincere responses. Using PSS v.21 and AMOS v.21, frequency analysis, feasibility and reliability analysis, path analysis was performed. Results: UTAUT affects OTA use satisfaction and trust, and OTA satisfaction and trust affect behavior intention. Conclusions: Research was conducted using the UTAUT model to explore factors that affect the attitudes of users of online travel agencies (OTA).

Purpose: This research aims to explain the influence of social media influencer (SMI), electronic word of mouth (EWOM), and perceived quality (PQ) on purchase intention (PI) of beauty products on YouTube. Youtube as the number 1 social media in Indonesia, has an important role as a promotional strategy media for beauty products. Research design, data and methodology: This study used the online survey to 210 female respondents aged 17-30 years who became a subscriber of an Indonesian beauty influencer. Simple regression and multiple regressions were performed to analyze the independent variables towards the dependent variable. Results: The results show that social media influencer, electronic word of mouth, and perceived quality simultaneously have a significant influence on purchase intention. Nevertheless, only two variables individually have a significant influence on purchase intention, which is social media influencer and perceived quality. Conclusions: Perceived quality and social media influencer could be the best strategies to increase consumers when promoting through the influencer's Youtube channel by utilizing a subscriber. While e-WOM can be influential on other social media platforms rather than on the Youtube platform. Therefore, suggested that digital marketer must use multiple social media platforms to increase consumers' purchase intention.

Purpose: The issue of access to credit for private enterprises has been given an increased amount of attention given their crucial role in fueling economic growth. Vietnamese small and medium-sized businesses, however, face many obstacles in accessing financing for profitable investment opportunities, with up to 70% unable to access or obtain bank loans. This paper aims to address the factors affecting the credit accessibility of Vietnamese enterprises, and provide further insights of this issue under the new context of Basel II. Research design, data and methodology: We adopt a pooled sections approach to construct a sample of 155 firm observations before and after the implementation of Basel II accord in Vietnam and employing binary logistic regression and interaction terms for data analysis. Results: We find that firm characteristics (export participation, female ownership) and proxies for bank-borrower relationship (deposit, overdraft facility) have significant and positive effects on firm's access to credit. Notably, the sign of interaction coefficient shows that the implementation of Basel II tends to benefit small-sized firms in terms of credit accessibility. Conclusions: The finding further emphasizes the important role of relationship lending in Vietnam's credit market, which is even more critical for small firms when Basel II is universally applied as the new banking standards in the coming years.

Purpose: The present study offers merger and acquisition (M&A) strategy based on prior studies to assist the organizational practitioners in two companies' cultures. In the analysis, a M&A plan to guide the evolving principles was created by present authors using change management model. Research design, data, and methodology: The successful M&A integration is setting goals, reconfiguring the cultural systems to align them with business goals. The employees must be involved, particularly with organizational change. Both companies also ought to undertake employee training following the resolving of worries and needs of employees. Finally, restructuring can include the moving of employees from areas where they may be struggling. Result: Discussing and trying to come to an agreement over which mode of acculturation would be most suitable in that particular state is the main focus. Practitioners of both Company A and Company B might find it much simpler to continue their focus and dynamism in the process of cultural integration. Conclusions: We believe that our approach adds an insight in the M&A literature. Managers at all levels of both organizations must take part in the process of M&A for both organizational cultures to come in sync and for change to take place.

Purpose: This study examines the motivations that prompt customers to use commercial sharing services (CSSs), and the relationship between anti-consumption and the perceived utility of CSSs in the fashion-sharing business. This study tries to understand how the two types of anti-consumption can differentially affect consumers' perceived utility to use CSSs. In particular, as the types of CSS have diversified and many consumers have used them, it can be expected that the influence of anti-consumption on the perceived utility of CSSs can change, depending on the field where the CSS is applied. Research design, data and methodology: The structural equation modeling (SEM) with the SPSS 22.0 and AMOS 18.0 programs was used. Results: This study found that (i) two types of anti-consumption (voluntary and selective) differentially affect the perceived utilities to use CSSs; (ii) the two types of anti-consumption differentially affect the perceived utility to use CSSs depending on the level of the brand. Conclusions: In order to promote the spread of consumers' use in the sharing economy, it will be possible to identify what important utility is and make a meaningful contribution to the establishment of future marketing strategies.

Purpose: In the period of international integration, how is the implementation of intellectual property regulation in developing countries? Do intellectual property rights help attract more Foreign direct investment (FDI)? This study aims to show the effect of intellectual property rights, reflect in the number of patent registered (Patent distribution into two components: Patent_residents and Patent_non-residents) on FDI attraction in Vietnam. Research design, data and methodology: Using Autoregressive distributed lag (ARDL) model for the data collected from 1990 to 2018 with EViews version 9 software. Conclusions: The results indicate that the number of patent protection has a positive effect on FDI in both short term and long term. In particular, only patent registration of foreign individuals and organizations has a significant positive effect on attracting FDI, while that of Vietnamese patents is not statistically significant. From the results of this study, we provide some recommendations to help attract FDI based on raising awareness of intellectual property rights: Increase international cooperation for innovation to learn and encourage patent; Improve the capac ity of inventing as well as the ability to register patents of Vietnamese people; Government agencies are tasked to support a nd review registration procedures; Encouraging patent registration based on the patent.

Purpose: Research on the behavior of using digital banking services plays an important role for banks in the context of increasingly competitive banks, not only for domestic banks but also for foreign banks. Along with the development of science and technology brings new approaches to banking industry, digital banking increases the effectiveness of banking activities. Besides, information safety brings different feeling about digital banking system. Therefore, this research evaluates the relationship between Information safety and Intention to use banking services in Vietnam. Research design, data and methodology: With 329 Vietnamese customers using digital banking, reliability test, and structural equation model (SEM) analysis method. Results: the research shows that information safety has directly effects on perceived ease of use (PU), perceived risk (RIS) of customers to digital banking services. Perceived trust (TRU) has a negative impact on RIS. Perceived of usefulness (PEU) has a positive impact on attitude towards service (ATT), and RIS has a negative impact on ATT. RIS, PEU, ATT, convenience and enterprise image have positive effects on intention to use digital banking service. Conclusions: From the research results, the authors also propose some recommendations to enhance the intention to use digital banking services in Vietnam.

Purpose: While crowdfunding functions as a purchasing behavior, it is different from other purchasing behavior. It derives from non-existed idea and leads to production and purchase through continuous idea development with participants and participants' support is a proxy for future sales. This study researches on consumption value, customer's trust and consumer's innovativeness to reveal which constructs of consumption value and customer's trust should be considered. Research design, data, and methodology: Crowdfunding participation intentions were examined using consumer's consumption value and trust of platforms as independent variables, and consumer innovation as a control variable. A total of 175 surveys were used for analysis. The hypothesis was tested using hierarchical regression analysis. Results: The results showed economic, epistemic value and ability, benevolence consumer trust to have a significant effect in crowdfunding participation intentions. The moderating effect of innovation was shown to be significant in only economic value and benevolence. Conclusions: The economic and hedonic value of consumers should be emphasized, as well as the evaluation level of the project itself. Moreover, technology or system safety, competency, and product specific information, as well as user benefits for their ideas are core elements in attracting new participants.