From April 1 to April 4, 2026, a delegation of faculty members from the VNU International School (VNU-IS), Vietnam National University, Hanoi (VNU) participated in and presented their latest research findings at the 17th International Conference on e-Education, e-Business, e-Management and e-Learning (IC4E) held at Kyushu University, Japan.
The IC4E conference is a prestigious annual academic forum that attracts scholars, researchers, and experts from universities and research institutions around the world. The conference provides an international platform for participants to exchange ideas and discuss emerging trends and innovations in digital business, management, and education in the era of technological transformation.
VNU-IS faculty members participating and presenting research at the IC4E International Conference.
At the conference, faculty members from VNU-IS presented six research papers addressing diverse and timely topics with strong practical relevance in the context of digital transformation. These papers will be published in the conference proceedings and indexed in Scopus.
Assoc. Prof. Nguyen Phuong Mai, PhD. presented the paper “Exploring the Impact of Omnichannel Integration Quality on Customer Experience and Customer Loyalty: Evidence from the Vietnamese Banking Industry.” Using the Stimulus–Organism–Response (SOR) framework, the study analyzes how omnichannel integration influences loyalty, suggesting that banks should prioritize emotional customer experiences.
VNU-IS lecturer presenting the research findings at the session.
Dr. Tran Thi Thu Hai introduced her research titled “Investigating the role of digital culture in the digital leadership–innovative work behavior link: a psychological empowerment perspective.” The study highlights how digital leadership can foster employees’ innovative work behavior through the mediating role of digital culture and the moderating effect of psychological empowerment.
Meanwhile, MSc. Le My Hanh presented the study “What drives Impulsive Buying in the Context of Online Gaming Platforms?”, exploring Generation Z’s behavior. The research reveals that hedonic enjoyment during gameplay is the primary factor driving impulsive purchases of virtual items.
MSc. Pham Thanh Huyen contributed the paper “The Impact of ESG Factors on Purchase Intention for Electric Vehicle Ride-Hailing in Vietnam.” Using Xanh SM as a context, the study indicates that young consumers in Vietnam are increasingly prioritizing environmental, social, and governance (ESG) values over traditional factors.
Participation in IC4E provided an important opportunity for VNU-IS faculty members to engage in academic exchange, update their research perspectives, and strengthen their research capacity. At the same time, it contributed to promoting the academic reputation and international visibility of VNU-IS and Vietnam National University, Hanoi within the global scholarly community.
The successful participation of VNU-IS faculty at IC4E 2026 once again demonstrates the School’s commitment to advancing research that is both academically rigorous and practically relevant, while promoting international collaboration and integration in academic activities.
Dr. Tran Thi Thu Hai
Faculty of Economics and Management
