Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181

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Journal of Open Innovation: Technology, Market,

and Complexity
journal homepage: www.sciencedirect.com/journal/journal-of-open-innovation-technology-
market-and-complexity

The tendency of consumers to use online travel agencies from the

perspective of the valence framework: The role of openness to change
and compatibility
Nguyen Ngoc Hien a, *, 1, Liem Tan Vo b, Nguyen Thi Truc Ngan a, Tran Nha Ghi a
a
Industrial University of Ho Chi Minh City, Ho Chi Minh City, Vietnam
b
Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam

A R T I C L E I N F O A B S T R A C T

Keywords: Using the valence framework, this study examined the effect of perceived benefit (utilitarian value and conve­
Individual difference nience) and perceived risk (privacy & security barrier and usage constraints) to purchase intention of consumers
Online travel agencies towards online travel agencies (OTAs). Furthermore, the impacts of personality traits (openness to change and
Perceived benefit
compatibility) to perceived benefit, perceived risk, and purchase intention of consumers towards OTAs are also
Perceived risk
Second-order formative constructs
put under consideration. A research sample, including 494 observations from 18 years old and above who have
Valence framework used OTAs, was collected and used in empirical analyzing, the partial least squares structural equation modelling
(PLS-SEM) is a suitable choice for assessing the validation of measurement model and construct model. The
results of this study indicate that, being consistent to the valence framework, perceived benefit and perceived risk
significantly affect purchase intention towards OTAs. Additionally, openness to change and compatibility has
positive influence on perceived benefits and negative influence on perceived risk. Openness to chance is also
proven to positively impact OTAs purchase intentions. Based on these findings and their implications, OTAs
providers and tourism enterprises could plan suitable strategies for attracting customers.

1. Introduction
Online travel agencies (OTAs) are companies or online platforms
who provide services relating to tourism such as air ticket, accommo­
dation, booking tour, attraction tickets, and transportation, etc. through
internet (Ray et al., 2021). OTAs on over the world has invested a
considerable amount of capital into digital technology and their brand to
influence the consumers hence increasing the number of users (González
et al., 2021). OTAs is an industry created from combining Internet and
tourism service. OTA has played an important role in changing con­
sumer behavior and business practices in tourism industry (Lv et al.,
2020; Wei et al., 2023). Considering the blooming of smartphones and
deep penetrations of Internet, OTAs slowly dominant over traditional
business practice, and now being the new approach to access tourism
service (Wei et al., 2023). OTAs are flourishing all over the globe, this
market is forecasted to grow over 521 billion USD in 2023 and reach
1000 billion USD in 2030 (Statista, 2023b). In Vietnam, the OTAs
platforms such as lightbooking.com, Agoda, and Traveloka are leading
the market, OTAs generally account for 50% of travel and tourism sale,
this number is predicted to override offline sale in the in the following
years (Statista, 2023a).
With the rapid development in the industry and the fierce competi­
tion between OTAs platforms, as well as the intense rivalry of offline
service, studies about purchasing behavior of consumer towards OTAs
are required. From prior studies, A few aspects of consumers behavior in
the context of OTAs were confirmed such as: satisfactions, loyalty,
purchase intentions, and innovations (Talwar et al., 2020b). Purchase
intention is clearly an important element leading to purchasing
behavior, previous studies also revealed that demographics, perceived
risk, attitude, and compatibility have influence to booking intention
(Amaro and Duarte, 2015; Talwar et al., 2020b). Besides, perceived
value of accommodations, online review, website usage ability will

* Corresponding author.
E-mail address: nguyenngochien.qn@iuh.edu.vn (N.N. Hien).
1
Nguyen Ngoc Hien received Doctor of Philosophy in Management from University of Economics Ho Chi Minh City, Vietnam. Working as a lecture at Faculty of
Business Administration, Industrial University of Ho Chi Minh City, Vietnam. His research interests include customer behaviour, corporate social responsibility and
marketing

https://doi.org/10.1016/j.joitmc.2023.100181
Received 3 September 2023; Received in revised form 3 November 2023; Accepted 14 November 2023
Available online 19 November 2023
2199-8531/© 2023 The Author(s). Published by Elsevier Ltd on behalf of Prof JinHyo Joseph Yun. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
N.N. Hien et al.
impact purchase intention (Nisar et al., 2020). Study of Singh et al.
(2022), based on Theory of Planned Behaviors (TPB), confirmed that
attitude, subjective norm, and social currency enhance consumers
experience towards OTAs. On the other hand, Talwar et al. (2020b),
based on theory of consumption values, affirmed some factors affecting
purchase intention in the context of OTAs including social status,
monetary value, preference, quality of benefits, and information values.
Therefore, regarding OTAs, perceived benefit of consumers such as the
price, gained advantages, and efficiencies are important elements
affecting their purchase intention. Additionally, perceived convenience
through ease-of-use of OTAs platform, references from online review
and comparison information could also impact purchase intention.
In general, the research topics relating to purchase intention in the
scope of OTA has been in the spotlight in recent years. There were plenty
of studies explored various factors affecting consumer purchase inten­
tion. However, in our knowledge and understandings, regarding OTAs,
there was no study simultaneously considers influence from both posi­
tive and negative perceptions to purchase intentions. In the context of
OTAs, such a comprehensive framework could better explain perception
and consumer purchase intention. Moreover, considering OTAs context,
some research has explored the role of personal characteristics using
demographic variables such as gender, age (Talwar et al., 2020b), but
pay no attention to the role of personality traits towards emotions and
behaviors of consumers. Comparing to demographics feature, person­
ality traits are more appropriate to explain the consuming behavior
(Hirschberg, 1978). To filling this gap, we evolve a framework including
personal traits, perceptions, and purchase intention to thoroughly
examine how different emotions impact purchase intention towards
OTAs.
This study applied the valence framework to determine both positive
and negative perceptions of consumers, to thoroughly explain the
rationale of purchase intention in the context of OTAs. Compare to other
behavior theories, the Valence framework has better-explained vari­
ance, because it simultaneously considers perceived benefit and
perceived risk (Peter and Tarpey, 1975). Furthermore, consumer traits
such as Openness to changes and Compatibility are widely used in
numerous research fields to explain consumers behaviors (Hansen et al.,
2018; Piscicelli et al., 2015, etc), but unnoticed in OTAs context. Hence,
we choose to expand the traditional valence framework by adding
Openness to Change and Compatibility as personal traits, to determine
their relationship to positive perception, negative perception, and pur­
chase intention towards OTA’s of consumer.
The rest of this study is organized as follows. The valance framework
and a theoretical evaluation of purchase intention toward OTAs are
described in Section 2. Research hypotheses and a suggested research
model are developed in Section 3. Next, Sections 4 and 5 details the
methodology and empirical findings. Section 6 concludes with a dis­
cussion of research investigations, and the theoretical and practical
implications of these findings.
2. Theoretical review
2.1. Online travel agencies (OTAs)
Alongside the blooming of internet and e-commerce, online travel
agencies (OTAs) also rapidly flourished. OTA has been an important
force in changing consumer behavior and business practices in tourism
(Lv et al., 2020; Wei et al., 2023). OTA is defined as an enterprise or an
online platforms which provide online booking services such as: air
ticket, hotels, travel tour, attractions tickets, and transportation, etc.
(Ray et al., 2021). As an online marketing and selling travel service,
OTAs bring consumers the convenience in searching, comparing,
booking, and paying for hospitality service at anywhere and anytime
(Wei et al., 2023). OTAs have attracted researchers’ attention in recent
years, there have been several studies in various context across the
world, to explore factors that affect consumer intention in using OTAs.
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Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181
Nisar et al. (2020) have confirmed some factors that have effects on
purchase intention such as perceived value of accommodation, accom­
modation information, accommodation online review, and website us­
ability. Lee et al. (2017) also affirmed that interface’s serving capability
is an important factor leading to consumers satisfaction towards OTAs.
Besides, based on theory of planned behavior (TPB), Singh et al. (2022)
verified that attitude, subjective norms, and social norms positively
affect consumers’ experience while using OTAs. On the other hand,
Talwar et al. (2020b) used Theory of consumption values to explain
effects of value-related factors towards OTAs purchase intention.
Even though there were a considerable number of papers related to
purchase intention towards OTAs (Nisar et al., 2020; Singh et al., 2022;
Talwar et al., 2020b), these studies are discrete and independently assess
distinct and specific aspects that might affect purchase intention to­
wards OTAs. Accordingly, we realized that a model that can simulta­
neously assess both positive and negative perception towards
purchasing OTAs intention had not been considered in any study. A
comprehensive framework like this should better explain consumer
perception in the context of using OTAs. In addition, other character­
istics of consumers like Openness to change and Compatibility, which
are widely used in interpreting consumer behaviors, have not been
considered in OTAs context. In other words, previous studies ignored the
importance of differences in personal traits of consumers and did not
together consider both positive and negative perception. To fill in this
gap, authors have developed a framework for personality traits,
perception, and intention to better explore how different perception and
emotion affects purchasing OTAs intention.
2.2. The valence framework
The valence framework analyzes the effect of valence on consumers’
readiness to engage in consuming a product, or service, or performing an
action (Peter and Tarpey, 1975). The valence framework has been
proven to be effective in explaining personal decision making by
considering both positive and negative valence. By considering both
perceived benefit and perceived risk, this framework deliver a
better-explained variance in comparison with other behavior theories
(Peter and Tarpey, 1975). Hence valence framework could better
explain a person’s intention to perform an action, because it accounts
both positive and negative effects on the action (Peter and Tarpey,
1975). Ozturk et al. (2017) demonstrated the perceived benefit in
valence framework consists of two main components, namely conve­
nience and utilitarian value. Convenience is described as time and effort
required to engage in an action, meanwhile utilitarian value indicated
recognized functional attributes (Han et al., 2017). On the other hand,
perceived risk is defined as the uncertainty and the negative effects
when consumers conduct an action (Ozturk et al., 2017).
Some scholars also used valence framework to explain the accep­
tance of consumers. Lu et al. (2011) used this framework to explore
factors motivate and restrict the intention to use online banking of
consumers. He et al. (2018) approved that Positive Utility includes
Perceived Monetary benefit and Perceived Symbol, meanwhile Negative
Utility consists of Perceived risk and Perceived Fee, and both utilities
impact consumer intention to buy electrical vehicle. In the model of Xiao
et al. (2021), to analyze the intention to use online healthcare service,
the positive utility was regarded as Social support, Financial, Conve­
nience, and Utilitarian value; while the negative utility included Social
risk, Physical risk, and Privacy risk. Furthermore, based on this frame­
work, Dhir et al. (2021) also developed an extended model to evaluate
the intention to recycle electronic waste of Japanese consumers. In
accordance with above studies, we also applied the valence framework
to explain the intention to use the service in OTAs context, considering
both perceived benefit and perceived risk of consumers. Perceived
benefit stimulates consumers to use OTAs (Xiao et al., 2021), as it em­
phasizes comparisons on gained value between OTAs and “brick-­
and-mortar” travel agencies. About perceived risk, due to the openness
N.N. Hien et al.
of internet technology infrastructure, consumers are concerned about
privacy information security and risks associated with provider and
online platforms.
3. Research model and hypotheses
3.1. Consumer perception and purchase intentions toward OTAs
3.1.1. Perceived benefit
Perceived benefit represents favorable incentives when consumers
consider using or selecting a product or service (Elhoushy et al., 2020).
The perceived benefit is one of the two valences of the valence frame­
work, its role is encouraging a person to perform a specific action. This
perceived benefit is not limited to financial benefit but includes a wide
range of factors that creates advantages during the buying process (Hien
et al., 2022; Mai et al., 2021; Talwar et al., 2020b). In the contexts of
online banking service of Chinese banks, the relative benefit, which
involves technology creativeness, has positively impact users’ intention
to switch to online banking (Lu et al., 2011). The perceived benefit
consists of various elements such as convenience and utilitarian values,
which had influences on intention to use NFC mobile paying service of
restaurants (Ozturk et al., 2017). In the case of online healthcare service,
benefit is the social support value and Utilitarian value which strengthen
consumers’ using intention (Xiao et al., 2021). Therefore, perceived
benefit would be different regarding to context or field of the study. In
the setting of OTAs field, perceived benefit is regarded as the degree a
consumer believes that they would have advantages from using OTAs.
Perceived benefit in this case involves several aspects including utili­
tarian value and convenience. Utilitarian value points out consumers’
evaluation about functional attributes of an action (Han et al., 2017).
Convenience is the recognition about utilities which reduce time and
effort of consumer in making a purchase or using a product or service
(Berry et al., 2002). Consumers gain convenience by carrying out actions
and other transactions through internet quickly and comfortably (Han
et al., 2017). Besides, consumers could also gain various benefit such as
better price due to fierce online competition, effortless transactions
which then will increase the consumers’ utilitarian value (Pal et al.,
2020).
It was determined by De Kerviler et al. (2016) that there is a positive
correlation between consumers’ purchase intentions and perceived
benefit. In another research, Harris et al. (2016) studied factors that
impact intention to install mobile app and realized perceived benefit
indeed has a constructive impact to installation intention. Regarding
online healthcare service, study of Xiao et al. (2021) shows that,
perceived utility, including Social support, Convenience, and Utilitarian
value, positively affect customers’ using intention. Henceforth, we
believe consumers’ perceived benefit related to OTAs are crucial ele­
ments that affect their purchase intention. These perceived benefits
include but are not limited to convenience and utilitarian values of OTAs
compare with traditional providers. Accordingly, consumers who have a
higher perceived benefit value, should have more rational reasons to
purchase, leading to more favorable purchase intention. Hence, the
hypothesis is construct as followed:
H1. : There is a positive relationship between perceived benefit and
purchase intention toward OTAs.
3.1.2. Perceived risk
Being one of two fundamental elements of the valence framework,
but opposite to perceived benefit, perceived risk affects consumers’
behaviors in a negative way. Consumers’ uncertainty about the effects of
utilizing a good or service is known as perceived risk (Featherman and
Pavlou, 2003). Kim et al. (2008) expected that perceived risk is the belief
on the likelihood of unfavorable outcomes to occur when purchasing a
product or service. In their study on the usage of new technology,
Cocosila and Trabelsi (2016) found that several types of risk, including
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Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181
time consumption, financial risk, physical risk, and social risk, have
deterred people from using mobile payment systems. In the setting of
recycle electric waste, consumers feel the risk of wasting effort, time,
and money (Dhir et al., 2021). Using sample of mobile payment user in
restaurants, Ozturk et al. (2017) assumes perceived risk and concern
about privacy of image are negative perception of consumers. In online
buying, perceive risk, delivery procedure, understanding about tech­
nology, risk of disclosing personal information and financial informa­
tion, lack of contact and personal feels are risky factors which
demotivate the possibility to purchase of users (Tandon et al., 2017).
Hence, in different contexts the perceived risk could be described by
dissimilar factors.
In the setting of OTAs, perceived risk is viewed as perception of
consumers about latent negative values and uncertainty about engaging
to OTAs (Chen and Kuo, 2017). When using OTAs, consumers must face
inherent risk of online transactions, the risk of privacy and security are
the most prominent among them (Lee et al., 2018). Besides, Talwar et al.
(2020a) confirmed in their study that vulnerability barrier is also a type
of risk in OTAs context. Another study mentioned risk in privacy and
security is the concern about OTAs providers would collect and use
personal information for hidden malicious purpose (Gao et al., 2015).
Some companies indeed exploit consumer personal information to gain
additional economic advantages, which lead to considerable threats to
consumer privacy rights (Son and Kim, 2008). Vulnerability barrier
measures the fear of OTAs users, that their choices are restricted within a
limited number of properties, paying too much for accommodation and
making reservations too often (Talwar et al., 2020a).
Featherman and Pavlou (2003) and Kim et al. (2008) discovered that
perceived risk does have negative effects on the intention to make online
transaction. In other study about acceptance towards mobile payment,
Lu et al. (2011)’s results also support that there is a negative effect be­
tween perceived risk and using intention. Moreover, in the study about
installing mobile apps and online purchase, scholars also detected the
inverse relationship between perceived risk and intention (Harris et al.,
2016). However, Talwar et al. (2020a) paper presented an opposite
result, perceived risk positively impact using intention of consumers.
Furthermore, in the sphere of accommodation sharing service as Airbnb,
the results of So et al. (2018) showed that, perceived risk does not have
any impact on intention to use Airbnb. In the context of online trans­
action, prior studies have showed contradict results, which means the
relationship between perceived risk and intention to use online services
has not been clearly explained. Hence, this paper aims at further clarify
this relationship. When using OTAs services, users are required to pro­
vide personal data, financial information, and their itinerary details,
which could increase unsecure feeling and the concerns about privacy
and security. Similarly, risk could be amplified when consumers notice
they overpaid for services, that makes them feel vulnerable and being
exploited. Accordingly, the hypothesis is developed as below:
H2. : There is a negative relationship between perceived risk and
purchase intention toward OTAs.
3.2. Individual differences and purchase intentions toward OTAs
3.2.1. Openness to change
Openness to change refers to an individual value that stimulate and
encourage a person to engage to an action independently (Harmel and
Yeh, 2019). Openness to Change is defined as a psychological trait which
measure the willingness and acceptance to change of a person, this value
could boost consumers’ acceptance to a new product (Schwartz, 1992).
Prior studies have explored the correlation between Openness to change
and consumers behaviors in various context. Claudy et al. (2015) argued
that Openness to change has positive relation with acceptance reasons
and negative relation to reasons to resist the implementation of wind
turbines and car-sharing services. Likewise, Sivathanu (2018) argued
that Openness to change respectively has favorable connection with
N.N. Hien et al. Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181

reasons to use, and negative connection with reasons to oppose using in second-order factors would lead to change in first-order factors
wearable devices based on internet-of-things (IOT) for elderly health­ (Edwards and Bagozzi, 2000). Nevertheless, perceived risk and
care. Piscicelli et al. (2015) reported that users with higher value of perceived benefit change due to their components, meaning causation
Openness to change are more likely to engage to cooperative consumer flows should be from first-order factors to second-order factors. There­
behaviors such as: sharing, borrowing, exchanging, gifting, and lending. fore, this study chooses a different construct which is the formative scale
Similarly, Hansen et al. (2018) realize the higher value of Openness to to measure perceived benefit and perceived risk. Fig. 1 illustrates mea­
change the more probable of intention to buy or consume organic food. surement construct and relationship between research constructs.
In accordance with results of previous studies, we proposed that,
openness to change may have positive effect on perceived benefit and 4. Research method
negative impact on perceived risk. Meanwhile, open it to chains also
positively impact purchase intentions toward OTAs. Thus, the hypoth­ 4.1. Measurement development
eses are constructed as follow:
There are five measurement constructs in this study, among which
H3a. : There is a positive relationship between openness to change and
perceived benefit and perceived risk are second-order formative con­
perceived benefit of OTAs.
structs. According to the fact that most factors in this paper have not
H3b. : There is a negative relationship between openness to change been considered in OTAs-related studies, hence the Item Response
and perceived risk of OTAs. Theory referring to scale development suggested by Furr (2011) was
used. Various prior studies also adopted this practice, the authors
H3c. : There is a positive relationship between openness to change and
inherited measure scales from similar settings to use in their OTAs
purchase intentions toward OTAs.
studies (Nisar et al., 2020; Singh et al., 2022; Talwar et al., 2020a).
Reflecting the context of OTAs and similar settings (innovation, mobile
3.2.2. Compatibility
payment, mobile financial service, and mobile banking), they clearly
Compatibility is explained as the degree that a change is compatible
shared some resemblances in favorable incentives or barriers in using or
to demand derived from prior experience of consumers, trust, and social
adopting a new technology, innovation, or a new way of conducting
cultural values (Rogers, 2003). Likewise, Bunker et al. (2007) confirmed
actions. To ensure compatibility to the research context, the compre­
that, Compatibility refers to an innovation is meeting the values and
hensive methodology suggested by McMillan and Hwang (2002) was
standards of consumers. Compatibility is discovered as an important
used, encompassing a study of the literature, open-ended essays, expert
element which have impact on acceptance to innovation of consumers
interviews, and cross-sectional surveys.
(Dhir et al., 2021; Ozturk et al., 2017; Shi et al., 2020). In the study
First and foremost, open-ended essay is mandatory to provide deep
about intention to use online banking of Greece consumer, Giovanis
insights in the form of open-ended questions (Dhir et al., 2017), given
et al. (2012) found that compatible affect the intention behavior of
that this paper is the first one using second-order formative measure­
consumers through mediator role of privacy and security risk. Giovanis
ment scale to quantify perceived benefit and perceived risk in the
et al. (2012) argued, if a product or service is seen as compatible with
context of OTAs. A survey including 20 OTAs users is performed, among
lifestyle of a person, perceived risk about that product would be lower,
them 10 users installed OTAs-related app in their phone but rarely used
leading to consumer feeling secure. Moreover, in the setting of
in the last 6 months, meanwhile the other ten often used these OTA apps.
NFC-based mobile payment at restaurants, Ozturk et al. (2017) also
The open-ended questions consist of: What are advantages of OTA app
confirm that, compatibility negatively influence perceived risk and
comparing with traditional method? Do you think OTA is convenient?
privacy concerns. Simultaneously, this study verifies that compatibility
Do you consider OTA are more beneficial than traditional method, what
positively impact consumers’ perceived practical value and conve­
are those benefits? What do you not like in OTA? Do you have concerns
nience. The observed compatibility between the two channels would
about privacy and security when using OTAs? Do you experience any
greatly influence customers’ purchase intention given consumer
limitations (higher prices in high seasons, holiday) which resist your
migration from physical to online channels (Amaro and Duarte, 2015).
OTA usage? This study concentrates on 4 distinct issues relating to
Furthermore, Shi et al. (2017)’s study also supports that compatibility
perceived benefit and perceived risk of OTA consumer. Towards
will have positive impact to purchase intention through omnichannel.
perceived benefit, the two most confirmed aspects are tangible benefit
Aligned with prior studies, we propose that compatibility would have
over traditional method, and convenience. Toward perceived risk, the
positive effect on perceived benefit and negative effect on perceived
two most supported aspect include risk related to privacy – information
risk. Meanwhile, compatibility also enhances purchase intentions to­
security, and risk related to limitations affecting the benefits of OTA
ward OTAs. Hence the hypotheses are constructed as following:
users.
H4a. : There is a positive relationship between compatibility and Secondly, based on qualitative research results, the measure scales
perceived benefit of OTAs. from similar settings were inherited to quantify concepts, including:
Openness to Change (3 variables) adjusted from Claudy et al. (2015),
H4b. : There is a negative relationship between compatibility and
Compatibility (3 variables) modified from Moore and Benbasat (1991),
perceived risk of OTAs.
Utilitarian Value (5 variables) adjusted from Yang (2010), Convenience
H4c. : There is a positive relationship between compatibility and (4 variables) adapted from Gupta and Arora (2017), Privacy & Security
purchase intentions toward OTAs. Barrier (4 variables) modified from Claudy et al. (2015), Usage Con­
straints (4 variables) adjusted from Chemingui and Lallouna (2013) and
Previous studies consider two-order construct to measure perceived
Talwar et al. (2020a), and Adoption Intention (4 variables) adjusted
benefits and perceived risk in a reflective manner, however this method
from Johnson et al. (2018). A 5-point Likert scale from strongly disagree
has some issues. First, concepts in reflective model could be inter­
to strongly agree was used to collect data.
changeable (Jarvis et al., 2003), but Utilitarian value, Convenience,
Additionally, for alteration the language used to measure observed
Privacy & Security Barrier, Usage Constraints are distinct construct and
variables to fit to OTA context in Vietnam, expert interview is employed.
non-interchangeable. Secondly, there should be a strong correlation
These experts are 3 lecturers in hospitality field, 05 consumers who
between constructs in reflective model (Jarvis et al., 2003), yet there is
regularly use OTAs. They are asked to adjust the questionnaire inde­
no argument proves that the constructs mentioned above are strongly
pendently. Based on their opinions, the vocabulary and ways of ex­
correlated. Thirdly, in reflective model, causation flows from
pressions are adjusted for better fit to OTA context in Vietnam. The
second-order factors to first-order factors, which means any alterations
modified scales and observed variables are showed in Table 2.

4
N.N. Hien et al. Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181

Fig. 1. Proposed research model.

4.2. Data collection answers caused by respondents did not answer required questions or
inaccuracy are screened out (Hair et al., 2010). After refining, 494 suf­
The population of this study are people who is 18 and above, have ficient responds were used in this study. Besides, non-response bias issue
used OTAs related app to book hospitality services. Some OTAs platform was also tested by comparing early and late response (Armstrong and
in Vietnam such as: Traveloka, Agoda, Booking.com, etc. and OTAs- Overton, 1977). Paired t-test results showed, there was no significant
based services such as booking flight tickets, booking accommodation, different between early response group (120 responses) and late
and tour, etc. have been filtered to evaluate users’ feedback. A cross- response group (120 responses), which means there existence no
sectional data is collected both directly and indirectly through Google non-response bias in this study.
form link in 2023 April and May to ensure efficient sample. The sample Table 1 shows that, in this sample, male respondents are dominant
quota is defined by gender, age, and income (Table 1). Insufficient over female (56.7% compared to 43.3%). About the age, 25–36 years old
respondents group accounts for the highest proportion (65%). More­
over, amongst survey takers, holding the highest percentage are those
Table 1 who possessed an undergraduate degree (53%), followed by those who
Structure of research sample (n = 494). have completed vocational education of associate degree (25.1%).
Variables n % Considering occupation, 39.9% of answerers are workers or employees,
which hold the largest share, followed by self-employment with 22.9%.
Gender
Male 280 56.7 Besides, those with income from 10 to 20 million VND form the majority
Female 214 43.3 amongst respondents.
Age SPSS 24.0 was applied to perform some basic statistics. Besides,
18 − 25 33 6.7
because of the complexity of proposed research model, including first-
26–35 321 65.0
36–45 107 21.7 order and second-order constructs (Reflective-Formative model), path
≥ 46 33 6.7 analysis was the main application of partial least square structural
Education equation modeling (PLS-SEM) (Wold, 1980). According to Hair et al.
High school and below 43 8. (2017), the analysis is divided into two steps: evaluating the measure­
Vocational education or associate degree 124 25.1
ment model and assessing the constructions model.
Bachelor 262 53.0
Postgraduate 65 13.2
Occupation 5. Data analysis and results
Student 29 5.9
Workers - Employees 197 39.9
In the proposed research model, there exists both first-order and
Manager 58 11.7
Self-employment 113 22.9
second-order constructs (Reflective-Formative constructs), so the two-
Others 97 19.6 stages approach should be applied for hierarchical component models
Income (Million VND) (Becker et al., 2012; Hair et al., 2017). In stage 1, the PLS path model is
< 10 million VND 72 2.2 estimated using repeated observed variables. Then in stage 2, The PLS
10–15 million VND 189 21.1
path model is created by using latent variable scores as observed vari­
15–20 million VND 151 21.1
> 20 million VND 82 47 ables in the measurement model.

Source: authors synthesize from survey data.

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N.N. Hien et al. Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181

5.1. Common method bias
Methodological bias is a concern in the case of cross-sectional data
and self-reported surveys (Podsakoff, 2003). It was decided whether the
correlation between concepts was caused by the measurement proced­
ure using Harman’s single-factor test. Confirmatory factor analysis is
used for all observed variables simultaneously, without rotation. The
results show there are 6 factors extracted from 24 observed variables,
with the variance extracted by the first observed variables being 35.96%
(smaller than 50%). Thus, methodological bias is not a primary concern
in this study (Podsakoff, 2003).
5.2. Evaluation of the measurement model
First, the result of stage 1 is used to evaluate measurement model for
first-order constructs. Internal consistency reliability, convergence
value, and discriminant value are used to evaluate the measurement
model (Hair et al., 2017).
The results in Table 2 show that, the Cronbach’s alpha is in the range
of [0.772; 0.874], which is larger than 0.7; values of composite reli­
ability range in [0.857; 0.914], larger than 0.7; rhoA coefficients is
within the range of [0.786; 0.875], also bigger than 0.7. Accordingly,
the measurement of concepts in this model achieved internal consis­
tency reliability (Hair et al., 2017). Next, convergence value is evaluated
using outer loadings of observed variables and average variance extract
(AVE). It could be seen that except for UV4, UV5, CONV4 (Table 2),
other outer loadings of observed variables are larger than 0.7. AVE of
constructs are higher than the recommended value of 0.5, hence the
measurement model reaches convergence (Fornell and Larcker, 1981). .
Discriminant value is assessed using cross-loading coefficients,
Fornell-Larcker criterion and Heterotrait-monotrait ratio (HTMT)
(Dijkstra and Henseler, 2015; Hair et al., 2017). The results show,
cross-loadings of observed variables in each construct are higher than
values in other constructs. Besides, squared root of AVE of each
construct is the highest value in comparison with other correlations
coefficients (Table 4), HTMT (Table 4) is smaller than 0.9 as recom­
mended by Henseler et al. (2016). Bootstrap running 5000 times pro­
duced the findings that the HTMT’s confidence interval, which spans
from 2.5% to 97.5%, does not include the number 1, are true. As a result,
the constructions’ discriminant value complies with the requirements.
After examining the fitting of the first-order measurement model,
stage 2 of evaluating the second-order measurement model is conduct­
ed. As presented in the proposed model, perceived benefit construct
included two components: Utilitarian value and Convenience, Perceived
risk construct consists of two elements: Privacy & Security Barrier and
Usage Constraints. Considering multicollinear matter, all variance
inflation factors are smaller than 0.5, which means multicollinear is not
an issue in measuring second-order constructs (Hair et al., 2010). Result
in Table 5 also shows, outer weights of constructs are relatively high,
and all p-values are smaller than 0.01. Therefore, the findings indicated
that, the two aspects Utilitarian Value and Convenience have significant
positive relationship with Perceived benefit construct. Privacy & Secu­
rity Barrier and Usage Constraints also have considerable positive rela­
tionship to perceived risk construct.
5.3. Evaluation of the structural model
The propose model is divided into three sub-models with one
endogenous variables (Hair et al., 2017). The results showed that, VIF of
the concepts are within the range of [1.083 – 2.127], which are smaller
than 5, meaning the regression result could be acceptable because there
is no perfect multicollinear (Hair et al., 2017).
Then, to evaluate predictive power of independent variables, deter­
mination coefficients (R2) are calculated. It can be seen in Table 5,
predictive power of Perceived risk is low (R2 =0.165), meanwhile the
predictive ability of perceived benefit and Purchase intention is

Table 2
Construct reliability and validity.
Research constructs Items OuterLoadings α C.R rhoA AVE

Openness to Change OC1. I am constantly seeking new and surprise thing in my life 0.829 0.793 0.879 0.794 0.707
OC2. I’m looking for discovery and adventure 0.845
OC3. I am open to new experience 0.848
Compatibility COMP1. Using OTAs is compatible with my shopping approach 0.806 0.772 0.867 0.786 0.684
COMP2. Using OTAs is suitable with my demand 0.837
COMP3. Using OTAs fit to the way I complete my purchase. 0.839
Utilitarian Value UV1. I would consider OTA being useful for travel preparation (booking flight tickets, 0.836 0.808* 0.887* 0.809* 0.723*
accommodation, travel tour)
UV2. OTA allow me to pay less in comparison with traditional method 0.845
UV3. OTA will help me to finish purchasing quickly 0.837
UV4. OTA help me with price comparison 0.351
UV5. OTA allow me to utilize promotional offers 0.266
Convenience CONV1. OTA is a convenient method to handle travel demand 0.829 0.785* 0.875* 0.786* 0.7*
CONV2. OTA help me save time and effort 0.834
CONV3. OTA is a practical way to easily manage my trip 0.816
CONV4. OTA make my life easier 0.415
Privacy & Security PSB1. I am anxious when register an OTA account, my personal information could be used 0.846 0.874 0.914 0.875 0.727
Barrier for latent unknown purpose
PSB2. I am worried when using OTA, I could lose control over my rights to privacy 0.899
information
PSB3. I worry that when using OTA, my financial data could be leaked 0.865
PSB4. If I use an OTAs to plan my vacations, I’m worried that someone else could get access 0.797
to my account.
Usage Constraints UC1. OTA have unfavorable constraints for users in high seasons 0.805 0.782 0.857 0.789 0.6
UC2. I am afraid that I will overspend for travel service if I use OTA 0.795
UC3. OTA have unfavorable constraints for user in weekend and national holidays 0.740
UC4. OTA do not provide enough benefits for me 0.756
Purchase Intention PI1. I will be pleased to use OTA for my trips 0.856 0.818 0.881 0.829 0.651
PI2. I intend to use OTA for preparation for travel in the future 0.837
PI3. I want to take my next vacation via OTA. 0.846
PI4. I want to use OTA for my travel 0.674

Source: Authors calculated using SmartPLS 3.2.9.

*
Observed variables UV4, UV5, CONV4 were removed.

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N.N. Hien et al. Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181

Table 3
Fornell-Larcker Criterion.
Concepts 1 2 3 4 5 6 7

1. Compatibility 0.827
2. Convenience 0.483 0.836
3. Openness to Change 0.276 0.376 0.841
4. Privacy & Security Barrier -0.286 -0.438 -0.231 0.853
5. Purchase Intention 0.411 0.559 0.438 -0.543 0.807
6. Usage Constraints -0.242 -0.351 -0.346 0.463 -0.541 0.775
7. Utilitarian Value 0.479 0.492 0.406 -0.515 0.588 -0.402 0.850

Source: Authors calculated using SmartPLS 3.2.9.

Table 4 Table 6
Heterotrait-Monotrait Ratio criteria. Research hypotheses testing.
Concepts 1 2 3 4 5 6 7 Path relation Path t- p- Result
Coefficient value value
1. Compatibility
2. Convenience 0.613 H1: Perceived Benefit → 0.362 8.24 0.000 Supported
3. Openness to 0.357 0.477 Purchase Intention
Change H2: Perceived Risk → Purchase -0.360 9.166 0.000 Supported
4. Privacy & Security 0.326 0.525 0.276 Intention
Barrier H3a: Openness to Change → 0.324 7.927 0.000 Supported
5. Purchase Intention 0.512 0.694 0.552 0.638 Perceived Benefit
6. Usage Constraints 0.292 0.416 0.444 0.515 0.658 H3b: Openness to Change → -0.278 5.101 0.000 Supported
7. Utilitarian Value 0.594 0.613 0.506 0.613 0.721 0.477 Perceived Risk
H3c: Openness to Change → 0.135 4.052 0.000 Supported
Source: Authors calculated using SmartPLS 3.2.9. Purchase Intention
H4a: Compatibility → Perceived 0.466 13.238 0.000 Supported
Benefit
Table 5 H4b: Compatibility → Perceived -0.229 5.418 0.000 Supported
Second-order model evaluation. Risk
H4c: Compatibility → Purchase 0.062 1.563 0.118 Rejected
Concepts Variance Outer Standard t- p- Intention
Inflation Weights Deviation value values R2 Perceived Risk = 0.165 R2 2 2
Q Perceived Risk = 0.115 Q Perceived Benefit
Factors (VIF) Perceived Benefit = 0.406 R2 = 0.296 Q2 Purchase Intention = 0.356
Perceived Purchase Intention = 0.553
benefit (PB)
Source: Authors conduct hypotheses test using SmartPLS 3.2.9.
Utilitarian 1.319 0.610 0.044 13.908 0.000
Value
Convenience 1.319 0.547 0.045 12.196 0.000 6. Discussion and implication
Perceived
Risk (PR)
6.1. Discussion of results
Privacy & 1.273 0.549 0.077 7.143 0.000
Security
Barrier At first, this study examined and confirmed the second-order mea­
Usage 1.273 0.619 0.07 8.89 0.000 surements of Perceived Benefit and Perceived Risk. This is the first study
Constraints
confirmed this construct under formative approach instead of the
Source: Authors calculated using SmartPLS 3.2.9. reflective approach, which was applied in previous studies (Ozturk et al.,
2017; Xiao et al., 2021). The results showed that, the two aspects of
respectively at intermediate level (R2 = 0.406) and strong level (R2 Perceived Benefit construct: Utilitarian value, and Convenience both
=0.553) (Hair et al., 2017). Besides, out-of-sample predictive ability is have similar contribution to Perceive Benefit construct. Hence, in OTA
also assess using predictive relevance (Q2). The evidence suggested context, the perceived benefit is the practical values when using OTAs in
out-of-sample predictive ability of Perceived Risk, Perceived Benefit and comparison with traditional methods, and the convenience in saving
Purchase Intention are low, intermediate, and high respectively time and efforts when using OTAs applications. Even though using the
(Table 6). formative approach instead of reflective approach like previous studies,
Relationships between constructs are examined through regression our result still supports the findings of Ozturk et al. (2017) and Xiao
coefficients (β). Additionally, the bootstrap procedure is performed to et al. (2021), which strengthen the confirmation that Utilitarian value
assess statistical significance of regression coefficients β. Analysis in and Convenience are the two important aspects of consumers’ Perceived
Table 6 indicates that, most of the hypotheses are accepted, which t- benefit. Additionally, the result of evaluation of the measurements also
value larger than 4.502 with significance level of 1%, except for hy­ affirmed that, the Perceived Risk construct consists of Privacy and Se­
pothesis H4c. The finding reveals that, Openness to Change positively curity barrier, and Usage Constraint. Hence, when using OTAs applica­
impact Perceived Benefit, Purchase intention (p < 0.01), and negatively tion, consumers are concerned about the risk of privacy and security just
impact Perceived Risk (p < 0.01). Compatibility positively affects like the usual risk of online transaction (Lee et al., 2017). The result
Perceived Benefit (p < 0.01) and negatively affects Perceived Risk about Usage constraints is similar to the Vulnerable Risk which was
(p < 0.01). However, Compatibility does not have any effect on Pur­ confirmed by Talwar et al. (2020a).
chase Intention (p < 0.01). Finally, both Perceived Benefits and Second, the results show that perceived benefits do have an impact
perceived Risk have impact on Purchase Intention, but impact from on consumers’ intentions to utilize OTAs in a good way (H1), which is
Perceived Benefits is positive while impact from Perceived Risk is aligned with previous studies, confirming that perceived benefit is a
negative. Results are showed in Table 6 and Fig. 2. basic and important aspect which significantly affects intentions of
consumers in various contexts (Hong et al., 2023; Talwar et al., 2020b;
Xiao et al., 2021). This means, when users think that OTA service is more

7
N.N. Hien et al.
Fig. 2. Theoretical model analysis results using PLS-SEM. Source: Authors calculated using SmartPLS 3.2.9.
useful, easier to use, and more beneficial than the traditional method,
they are more likely to use OTAs. Furthermore, this study also confirmed
perceived risk negatively impact the intention to use OTA of consumers
(H2). This result supports the study of Featherman and Pavlou (2003)
and Kim et al. (2008) in the setting of e-commerce transactions. How­
ever, also in the context of OTAs, this result is opposite to the findings of
Talwar et al. (2020a) which confirmed that perceived risk has positive
influence on consumers intention to use OTAs. This difference could be
explained by the specific settings of the research, the differences in user
experience and the distinct culture of each country. Therefore, this study
verified that in the context of OTAs user in Vietnam, when consumers’
perceived risk (including Privacy and Security, and Usage Constraints)
increase, they are less likely to intend to use OTAs to book tourism
service. Or when consumers worry that their accounts could be assessed
by others, their privacy information could be revealed when using OTA
services, or they are concerned about any unfavorable constraints when
using the service, they are also more resistant to intend to use OTAs.
Thirdly, Openness to Change enhances Perceived benefit, and Pur­
chase Intention (H3a, H3c), while adversely affect Perceived Risk (H3b).
Although few research focusing on the mechanism of personality traits
affecting consumers perception in the context of OTAs, the personality
traits were used in prior studies with different setting such as imple­
mentation of wind turbine and car-sharing services (Claudy et al., 2015),
Internet of things (IOT) based wearables (Sivathanu, 2018), it can be
confirmed that Openness to Change favorably impact reasons for using
and negatively impact reasons against using a new service or product.
Piscicelli et al. (2015) reported that consumers with high value of
Openness to Change are inclined to engage in a collaboration consumer
behavior. Therefore, in the sphere of OTAs service, when the value of
Openness to Change of consumers is high, they inclined towards the
benefits when using OTAs, then reduce unfavorable perception related
8
Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181
to using the service, hence enhance using intention towards OTAs
services.
Finally, Compatibility, the second personal characteristic in this
paper, have positive influence on Perceived Benefit (H4a) and negative
influence on Perceived Risk (H4b). Even though these relationships have
not been examined in OTAs context before, the result of this research is
harmonious with results from prior studies in other settings Ozturk et al.
(2017) and Shi et al. (2017). The finding means, when an OTAs service is
perceived as compatible with consumers’ personal traits, they will
consider using the service would bring better gains, meanwhile
perceived risk will decrease, and consumers will feel more secure.
However, the analysis shows Compatibility does not have direct effect
on using intention towards OTAs (H4c). This finding could be explained
that using intention might be influenced by other crucial factors, which
means consumer would carefully evaluate all factors before using the
service in the future.
6.2. Theoretical contribution
This study has brought some interesting theoretical contributions.
Firstly, this article has made some substantial contribution in developing
second-order constructs for Perceived Benefit and Perceived Risk.
Separate from prior studies which applied reflective approach, this study
pioneers in employing formative approach for arguing and confirming
Perceived Benefit and Perceived Risk constructs. Our results affirm the
reliability and validity of these measurement scale, Perceived Benefit
includes two second-order components, which are Utilitarian Value and
Convenience, meanwhile Perceived Risk also consists of two second-
order components, Privacy and Security Barrier, and Usage Con­
straints. Hence this study has played a part in the development of
second-order measurement in the future.
N.N. Hien et al.
Secondly, dissimilar with previous studies which only analyze con­
sumers’ using OTAs through positive or negative perception. Recent
scholars focus on using consumption values perspective and innovation
resistance theory to explain using OTAs behaviors. This paper has
expanded the use of valence framework to OTAs context, which helps
simultaneously explaining the influences of Perceived Benefit and
Perceived Risk to consumers’ using intention towards OTAs. We noticed
this is a new approach in examining the behavior of using OTAs. This is a
very important contribution of this study since motivation and resis­
tance are the two essential aspect of consumers behaviors and might
considerably affect consumers acceptance of a new service.
Finally, this paper has enriched understandings about the distinct
characteristics of Vietnamese consumers and their impact on using OTAs
behavior. Openness to Change and Compatibility are two characteristics
of consumers. Recent studies in the setting of OTAs did consider char­
acteristics of consumers using demographics such as age, gender (Talwar
et al., 2020b), but ignore the personality traits and how these traits
affect consumers emotions. This study help filling the gap by using the
valence framework to examine how the two characteristics, Openness to
Change and Compatibility, have impact on Perceived Benefit, Perceived
Risk, and intention to use OTAs of consumers. It can be verified that,
Openness to Change and Compatibility both have positive impact on
perceived benefit while having negative effect on perceived risk. Addi­
tionally, value of Openness to Change of consumer positively impact the
intention to use OTAs.
6.3. Practical contribution
Findings from this study allow OTAs providers better understandings
about important element which could enhance consumers purchase
intention. The research offered some important practical implications as
following. Forehand, Perceived Benefit, particularly Utilitarian Value
and Convenience in this case, is proven to have positive influence on
purchase intention of consumers. Therefore, by understanding this
relationship, OTAs providers could improve using intention of con­
sumers by increasing the recognized benefits for consumers. For
instance, service provider may actively develop initiatives to expand
consumers received values, these benefits should be consistent during
utilizing the services. Moreover, providers might be more active in
negotiating with property owners, aiming at expanding their goods,
categories, or services, which can better adapt to increasingly diverse
demand of consumers. Service provider also should pay attention in
improving experience on their website and services on the platform,
ensuring consumers could easily access to the services. Convenience
could be enhanced by guaranteeing the simple, user-friendly interface,
and fast processing of the platform, which could be conducted by
regularly upgrading OTAs to the latest technology.
Next, this study shows that there is a negative relationship between
perceived risk and consumers using intention towards OTAs. This means
when consumers detect risks related to using OTAs, such as risk relating
to Privacy & Security Barrier or Usage Constraints, they are less likely to
choose using OTAs. Hence, service providers should put more effort on
ensuring privacy security, and the Privacy and Security Agreement
should be more transparent. Service providers might consider displaying
notices about necessary advisement when using service on the home­
page. Besides, when negotiating with property owners or service sup­
pliers, OTAs provider should require some specific terms regarding
ensuring the security of personal information and safety for consumers.
To guarantee consumers trust and their OTAs usage, providers could use
advertisement and good promotion plan, to ensure consumers’ aware­
ness about the benefits from using the service hence reduce vulnerable
feeling. Additionally, to lower the unfavorable apprehension about
OTAs, providers need to have good strategy aiming at enhancing
recognized values consumers received when making transactions,
confirm that the total benefits consumers gain from using OTAs is higher
than using traditional method. To illustrate, service providers might
9
Journal of Open Innovation: Technology, Market, and Complexity 10 (2024) 100181
make some agreements with property owners regarding providing high
quality goods and services, better prices for regular customers, free
cancellation, or quick refund. Also, providers should have communica­
tion channels, hotline for consulting, addressing customer inquiries and
resolving customer complaints.
Finally, our finding indicate that personality traits significantly
impact Perceived Benefit, Perceived Risk, and Purchase Intention of
consumers in OTAs context. The first characteristic is Openness to
Change, consumers with high value of Openness to Change are more
likely to experience high perceived value, and low perceived risk, thus
enhance their intention to use OTA services. Therefore, service providers
need to differentiate their services from other service providers and
improve services to attract customers thrive for new experiences. In
addition, encouraging consumers to use the service by utilizing adver­
tisings and promotions that focus on innovative and novel features is
also necessary to attract new consumers. The second characteristics is
compatibility, like Openness to change, the Compatibility characteristic
of consumers does have positive effect on Perceived Benefit and negative
impact on Perceived Risk toward OTAs. In other words, the compati­
bility between OTA and personal traits will impact their acceptance in
using OTAs, meaning consumers will use OTA’s if they consider this
service is agreeable with their lifestyle. Therefore, when choosing tar­
geting customers, providers should have insights about their lifestyle,
hence improving service, and making marketing plan accordingly,
which ensure the providing services are harmonious with personal traits
of target customers.
6.4. Limitations and future research
Though this paper have some intriguing contributions in theory and
deepen knowledge about consumer behaviors when using OTAs, there
exits some limitations. At first, the sample primarily relies on researcher
accessibility to research population within the context in Vietnam in a
convenient way. This could affect the generalization of the study. Future
research could consider more general research by expanding sample size
or adding survey participants from other countries. Furthermore, OTA
service in this study in is mentioned in a general way including all the
service, meanwhile the behaviors when booking an air ticket and
booking tour could be different because the benefit and risk consumers
recognizes in the two situations and not the same. So future study might
categorize OTAs service, examines the behaviors when using each ser­
vice separately and then can compare the behavior. Finally, this study
considered the context of using OTAs, however the idea of studying the
behavior in other settings such as in banking service is very compelling.
So future research could consider different settings in other industries
which have various benefit and risk levels.
Ethical Statement
No applicable because no animal and human subjects under the
Bioethics Act are involved in the study.
CRediT authorship contribution statement
Nguyen Ngoc Hien: Conceptualization, Methodology, Software,
Validation. Liem Tan Vo: Data curation, Writing − original draft
preparation. Nguyen Thi Truc Ngan: Visualization, Investigation,
Formal analysis. Tran Nha Ghi: Writing − review & editing.
Declaration of Competing Interest
The authors declare that they have no known competing financial
interests or personal relationships that could have appeared to influence
the work reported in this paper.
N.N. Hien et al.
Acknowledgement
This study is funded by Industrial University of Ho Chi Minh City and
Ho Chi Minh City University of Industry and Trade.
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Wold, H., 1980. Model construction and evaluation when theoretical knowledge is PhD. Liem Vo Tan is currently a lecturer at Ho Chi Minh City University of Industry and
scarce: Theory and application of partial least squares. Evaluation of Econometric Trade. He has published a number of articles in reputable journals. His main areas of
Models. Elsevier,, pp. 47–74. research are management accounting, strategic management accounting and cost man­
Xiao, L., Mou, J., Huang, L., 2021. Factors influencing Chinese online health service use: agement, as well as accounting information systems.
a valence framework perspective. J. Glob. Inf. Manag. (JGIM) 29 (5), 138–160.
Yang, K., 2010. Determinants of US consumer mobile shopping services adoption:
Msc. Nguyen Thi Truc Ngan received her Msc. in Economics and Msc. in Quantitative
implications for designing mobile shopping services. J. Consum. Mark. 27 (3),
Economics degree from University of Kiel, Germany. She is now a lecturer at Faculty of
262–270.
Business Administration, Industrial University of Ho Chi Minh City, Vietnam. Her research
interests consist of applied economics, consumer behaviours, and international trade.
Nguyen Ngoc Hien received Doctor of Philosophy in Management from University of
Economics Ho Chi Minh City, Vietnam. Working as a lecture at Faculty of Business
PhD. Tran Nha Ghi is currently a lecturer at the Faculty of Business Administration at the
Administration, Industrial University of Ho Chi Minh City, Vietnam. His research interests
Industrial University of Ho Chi Minh City. His research focuses on entrepreneurship,
include customer behaviour, corporate social responsibility and marketing.
innovation, and creativity.

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