This study aims to develop and propose an integrated conceptual framework that illustrates how emerging technologies such as mobile augmented reality applications (MAR apps) stimulate a user's immersive MAR app-enhanced experience—a human psychological state of being engaged and engrossed in a virtual environment—which in turn facilitates user responses. This study draws on a literature review of related fields to develop a theoretical model showing the centrality of the immersive MAR app-enhanced experience. A conceptual model that explicates the selected antecedents and outcomes of the AR-enhanced immersive experience is proposed. The findings suggest that the traits of both the user (mental imagery, personal innovativeness) and the device (simulated physical control, environmental embedding) facilitate the immersive MAR app-enhanced experience. Moreover, the immersive MAR app-enhanced experience is identified as a key driver of customer emotions, values and behavioral responses. The integrated conceptual model provides scholars and practitioners with a general picture of the main factors affecting the immersive AR-enhanced experience, as well as the benefits available to firms; thus, theoretical and practical implications are delineated. Conceptual paper.

The increasing role of digitalization in the banking sector necessitates an in-depth analysis of the impact of information technology (IT) investments on bank profitability. The paper analyzes the influence of IT investments on the profitability of Vietnamese commercial banks. The data were collected from 27 commercial banks in Vietnam between 2010 and 2022. The methodology used in this paper is the Feasible Generalised Least Squares (FGLS) regression. The key results indicate that investment in IT has improved the overall performance of banks, as evidenced by an average increase of 1.8% in Return on Assets (ROA) and 15.3% in Return on Equity (ROE). In addition, the Equity-to-Asset ratio exerts a favorable influence on bank performance, increasing ROA by 15.7% and ROE by 40.9%. Furthermore, bank size also demonstrates a positive correlation with both ROA and ROE, raising it by 0.3% and 2.3%, respectively. Based on these findings, more efficient investment in digital transformation, collaboration with Fintech firms, IT competence enhancement for staff, and communication promotion for Vietnamese commercial banks are recommended. Enabling environments for bank digital transformation should be provided by the Government in building a centralized database and electronic systems, introducing fintech regulations, establishing digital ecosystems, and implementing security solutions. AcknowlegmentThis paper is funded by the National Economics University, Hanoi, Vietnam.The authors would like to express their gratitude to the comments from chairs, scholars, and audiences at the 19th International Conference on Humanities & Social Sciences 2024 – Applying Humanities & Social Sciences for a sustainable future, Khonkhaen University, Thailand (ICHUSO-011). This paper has been revised significantly after presenting at the IC-HUSO 2024 Conference.

The technological revolution 4.0 brings great opportunities, but also cybercrimes to economic sectors, especially to banks. Using secondary data and survey results of 305 bank clients, the main findings of this paper are: (i) there are several types of cybercrimes in the banking sector; (ii) Vietnam is one of the top countries worldwide having hackers and being attacked by hackers, especially the banking sector. Three most common attacks are skimming, hacking and phishing. Number of cybercrime attacks in Vietnam are increasing rapidly over years; (iii) Vietnamese customers are very vulnerable to cybercrime in banking, as more than 58% seem to hear about cybercrimes, and how banks provide services to let them know about their transactions. However, more than 50% do not have any deep knowledge or any measures for preventing cybercrime; (iii) Customers believe in banks, but do not think that banks can deal with cybercrime issues well. They still feel traditional transactions are more secure than e-transactions; (iv) the reasons for high cybercrimes come from commercial banks (low management and human capacity), supporting environment (inadequate), legal framework (not yet strong and strict enough on cybercrimes), and clients (low level of financial literacy). Therefore, several solutions should be carried out, from all stakeholders, for improving the cybersecurity in Vietnamese banks.

This article is aimed to evaluate the determinants of the value co-creation activities of economic students in Vietnam in the context of the COVID-19 pandemic. This study collected primary data from 423 economic students and teachers in Vietnam. With linear regression models, main findings of this paper are: First, value co-creation activities of Vietnamese students are impacted by the following factors, sorted from strongest to weakest, namely: (i) Dialogue; (ii) Transparency; (iii) COVID-19 pa