Purpose: This study investigates the relationship between emotional marketing, brand loyalty, and customer retention in Vietnam's retail sector, while examining the moderating role of digital innovativeness. Research design, data and methodology: A conceptual model is developed and empirically tested using a sample of 533 Vietnamese retail consumers. The model incorporates emotional marketing as the main predictor, brand loyalty as the mediator, customer retention as the outcome, and digital innovativeness as the moderator. Relevant determinants of brand loyalty, such as customer satisfaction, perceived value, emotional attachment, and brand identity, are included as control variables. The data is analyzed using structural equation modeling. Results: The results reveal that emotional marketing significantly impacts brand loyalty, leading to higher customer retention. Digital innovativeness positively moderates the relationship between emotional marketing and brand loyalty. The study highlights the importance of leveraging emotional marketing strategies and fostering digital innovativeness to build strong emotional connections, brand loyalty, and long-term customer retention in the Vietnamese retail market. Conclusions: This research contributes to understanding emotional marketing's impact on brand loyalty and customer retention in Vietnam's retail sector, while uniquely exploring the moderating effect of digital innovativeness.

Purpose: Blockchain technology is becoming increasingly important in e-commerce trading applications thanks to the many benefits it brings. The research aims to understand the factors affecting the behavior of using blockchain-integrated supply chain management systems on e-commerce distribution channel. Research design, data and methodology: Based on the UTAUT2 model, a theoretical research model was developed. Data was collected from 348 buyers who are using a blockchain-integrated SCM system. Results: The results of testing the hypotheses showed that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and price value had a positive impact on behavior intention. The outcomes further demonstrated that use behavior is directly impacted by behavior intention. The findings also supported the study model's behavior intention's mediating function. Conclusions: This has confirmed that the application and integration of blockchain technology into the supply chain management system is being very well received in Vietnam. Policy recommendations and suggestions for businesses are based on these results. This result contributes to the TAM and TPB theories on usage behavior through the promotion of factors influencing behavior intention. The implications drawn from the research results help businesses and managers make effective decisions in promoting the use of blockchain technology on e-commerce distribution channel.

Purpose: In the field of trade and freemium services, this study adds to the body of research on switching intentions by examining the direct and moderating effects of willingness-to-pay and push-pull motivations on conversion intention. These effects differ from the mooring effect in the original push-pull-mooring (PPM) framework. Research design, data and methodology: A systematic literature study was conducted using VOSviewer as a bibliometric tool to cluster keywords and determine the extent of research on switching behavior in freemium services. To test the predicted relationships, this study used partial least squares structural equation modeling (Haenlein & Kaplan, 2004) and the latest SmartPLS software. A non-probability quota sampling approach was used to select 619 respondents who were highly representative. The sample quota was determined by considering the proportional distribution of age groups and genders among Vietnamese Internet users. Results: The research found that the option to trial the premium version had a greater impact on conversion intention than perceived advertising intrusiveness in the free version. Conclusions: The analysis showed that an effective advertising plan can outperform a limited-use strategy to push the free version. In pull motivation, clients' desire to pay moderates their conversion intentions more than in push motivation does in the trade context.

Purpose: This study aims to investigate the effects of external factors on logistics firms' green logistics (GLs). Based on the literature review, the factors affecting GLs are determined, including the Government's regulatory pressure, the GLs system's perfection, the GLs industry's development level, and customer pressure. This study also identifies five components reflecting GLs practices: green packaging practices, fuel efficiency practices, optimization of routes practices, carbon emissions measurement practices, and reserve GLs. This research proposes hypotheses that indicate the direct impact of external factors on GLs practices of logistic firms. Research design, data, and methodology: By surveying 281 middle and senior managers who are representative of 281 logistics firms operating in Vietnam, the PLS-SEM was used to analyze data. Results: The research findings reveal the significant effect of three external factors, including the perfection of the GLs system, the development level of the GLs industry, and customer pressure to encourage logistics firms to apply GL practices in their business. Conclusion: By investigating the multi-dimensional constructs of GLs, this study has provided a comprehensive picture of GLs in Vietnam and clarified the importance of external factors from government, industry context, and customer requirements in promoting GLs activities in logistics firms in Vietnam.

Purpose: The primary aim of this study is to evaluate the effectiveness of Agile Project Management (APM) in enhancing Supply Chain Management (SCM) performance within construction projects, specifically focusing on the unique challenges these projects face. Research design, data and methodology: The research question addresses how Agile Project Management (APM) can enhance efficiency, success rates, and stakeholder involvement in the Cargo Transshipment construction project. Data was collected through observations, structured interviews, and document reviews related to supply chain management activities within the project. The analysis utilized the Conforto framework and Likert scale measurements. Results: The research findings provide evidence that the implementation of Advanced Project Management (APM) brings about a substantial improvement in Supply Chain Management (SCM) and operational control within construction settings. This improvement leads to better adaptability and more favorable project outcomes in terms of meeting deadlines, ensuring quality, and managing costs effectively. Conclusions: The study concludes that Agile Project Management provides a robust framework for enhancing SCM in construction projects, suggesting a valuable shift towards more agile, efficient, and effective management practices in the construction industry. Future research should explore the scalability of APM in diverse construction settings to fully ascertain its broader applicability and benefits.

Purpose: Supply chain management is a key aspect in improving the productivity of military hospitals. Hospitals currently distribute commodities (medicines) and services digitally. The purpose of this study is to investigate the direct and indirect effects of digital communication on hospital productivity through supply chain management. Research design, data and methodology: This study uses the Structural Equation Modeling (SEM) analysis approach in conjunction with the SmartPLS tool. The primary data used in this study came from the delivery of digital questionnaires to 209 medical personnel at a military hospital. Results: According to the findings of this study, digital communication can help hospitals enhance the distribution of goods (medicines) and services via Supply Chain Management. The study also examines the impact of digital communication and supply chain management on productivity in military hospitals. Conclusions: The establishment of effective and efficient supply chain management in hospitals will boost productivity. According to this study, supply chain management has the most direct impact on productivity in military hospitals. This study also demonstrates that digital communication has a direct and indirect impact on productivity though supply chain management. As a result, this study demonstrates that supply chain management-based product and service distribution in hospitals has the potential to increase corporate productivity.

Purpose: The purpose of this study is to analyze the impact of ESG incidents on tax avoidance trends in domestic listed distribution companies. Research Design, Data, and Methodology: We collected five years of financial data (2019-2023) for companies included in the KOSPI 200 index to test the hypothesis that ESG incidents lead to reduced tax avoidance. Using ESG incidents data provided by Whosgood, we employed the effective tax rate as a response variable to identify the relationship between tax avoidance and ESG incidents in the distribution industry. This relationship was examined through a multiple regression analysis model, yielding empirical results aligned with the study's objectives. Results: The empirical analysis indicated that korea's distribution industry, with its high propensity for tax avoidance due to frequent undocumented transactions, showed a reduced tendency for tax avoidance in companies with high ESG incidents scores. This trend was not observed in the non-distribution industry. Specifically, within the same social score, only distribution companies with significant social issues demonstrated a lower propensity for tax avoidance. Conclusions: This study offers several academic contributions. Firstly, it confirms that in companies where ESG risks are realized and actual ESG performance is low, the tendency to avoid taxation decreases as a risk management strategy. Additionally, the study highlights the distinct characteristics of ESG performance in the distribution and non-distribution industries, showing that ESG issues differentially affect corporate policies in the non-distribution industry.

Purpose: The main goal is to analyze the spatial distribution of public sports facilities in Seoul and evaluate accessibility disparities across different regions and facility types. This analysis seeks to identify areas with significant imbalances in accessibility, providing insights for policy and infrastructure development to address these inequalities. Research design, data, and methodology: The study uses the gravity potential model and Z-score analysis to assess the accessibility of public sports facilities in Seoul. The gravity potential model examines how a facility's location and capacity influence its accessibility, while Z-score analysis identifies variations in accessibility across different regions and facility types. Results: The results show significant regional imbalances in the accessibility of public sports facilities in Seoul, with high accessibility in the downtown area and low accessibility in the southwest and southeast. While disparities across facility types are generally minimal, specific regional inequalities exist, such as poor accessibility for baseball fields in downtown and northeast areas, and for gate-ball fields in the southwest and southeast. Conclusions: The following policy implications are suggested: (1) public sports facilities should be made more accessible; (2) local school sports facilities must be utilized; and (3) public sports facilities must be upgraded.

Purpose: The study seeks to empirically evaluate how the COVID-19 pandemic has affected the value relevance of companies within the logistics and distribution industries. It specifically investigates how digital transformation and the implementation of Smart supply chain management (SCM) responded to the heightened complexity of logistics processes in the post-pandemic environment and whether these systems contributed to an increase or decrease in value relevance. Research design, data and methodology: Using Ohlson's (1995) valuation model, we analyze how the value relevance of accounting information in the logistics and distribution industry has changed during the post-COVID period from 2020 to 2023. This period is characterized by disruptions such as supply chain interruptions, labor shortages, and shifts in consumer demand, resulting in delayed shipments and increased operational costs, which likely impact the firm's value relevance. Results: Despite increases in earnings and book values in the logistics industry post-COVID-19, the value relevance of these metrics declined. Conclusions: The rapid digitalization and implementation of smart SCM have introduced complexities and heightened risks, which may have raised concerns among investors. Additionally, there has been a shift in focus toward non-financial factors, such as ESG concerns and technological competitiveness, suggesting that traditional financial metrics inadequately capture a firm's value.

Purpose: This study aimed to empirically investigate how additive manufacturing (AM) adoption affects supply chain performance (SCP) through supply chain integration (SCI) and responsiveness. Research and Design Methodology: This study adopted a quantitative research design; data were collected via a survey that targeted a sample of firms that have adopted specific AM technologies. The survey measured AM adoption readiness, SCI, agility, and performance. This study employs structural equation modeling to test the hypothesized relationships among these variables while accounting for firm size, industry, and supply chain complexity. To validate the structural equation model, we utilized 195 survey responses collected from employees working in supply chain-related departments in Korea. Furthermore, we would like to state that SPSS 18.0 and AMOS 18.0 were used for the statistical analysis. Principal Results: Our empirical findings support all four hypotheses, indicating that a higher level of AM adoption stimulates SCI and complementary supply chain responsiveness requirements. The results indicate that AM adoption can improve SCP through the integration and responsiveness. Conclusions: This study contributes to the growing body of knowledge on the strategic implications of AM for supply chain management. The findings highlight the importance of considering AM as a strategic enabler of SCP rather than solely a tactical tool.

Purpose: Live-streaming commerce emerges as a new e-commerce powerhouse. Based on the Stimulus-Organism-Response model and the latest literature on live commerce, this study presents an integrated theoretical model with factors influencing potential consumers' intention to watch live broadcasts. This study expects that four factors (product fit, parasocial interaction, perceived serendipity, and deal proneness) would be positively related to one's intention to watch live streams. In addition, the intention to watch live commerce is expected to play a role in linking these factors to impulse purchases. Research design, data and methodology: A survey was conducted with 280 consumers in Korea who recently watched live commerce. Results: Statistical analyses were performed using structural equation modeling in which all four factors were found to show positive and statistically significant relationships with the intention to view the program live. As expected, the intention to watch live commerce simultaneously demonstrated the indirect effect. Conclusions: This study found significant antecedents of continuous watching intention and impulse buying, including product fit, parasocial interaction, perceived serendipity, and deal proneness. Furthermore, this study confirmed both the direct and indirect effect of continuous watching intention on impulse buying, which was found to be a meaningful and impactful indicator in live commerce.

Purpose: As the sales performance of rechargeable card-type Onnuri gift certificates, first implemented in 2023, fails to meet the government's target value, it aims to use it as essential data primary data necessary to achieve the sales target of Onnuri gift certificates set by the government based on scientific predictionsin 2024. Research design, data, and methodology: To measure the sales forecast of Onnuri gift certificates in the first quarter of 2024 using time series data, we tried to predict through scientific methods and present the result of making decisionsthrough simple expansion, one of the operationsresearch methods. Results: The salesforecast forJanuary 2024 is expected to increase by 1.7% from the previous month, with a sales forecast of 235 billion won. From February, it was expected to show a decline and sell 211.5 billion won. It was predicted that 190.4 billion won would be sold in March and 171.3 billion won in April. Conclusion: Through short-term predictions, we presented meaningful prediction results for preparing strategies for the first quarter of 2024. The budget for selling Onnuri gift certificates in the first quarter of 2024 was forecast to be KRW 808.2 billion, and the average sales performance was predicted to be 202.1 billion.