Asean International Sandbox Conference

Editor's Note

Kanitsorn Terdpaopong — 2025-09-15

Advisory Board

Kanitsorn Terdpaopong — 2025-09-15

Exploring Narrative Style and User Engagement in Short Video News : A Case Study of the ‘Sichuan Observation’ Douyin Account

Yuxuan Li — 2025-09-15

This study examines the emotional narrative structures and user resonance mechanisms of 15 highly interactive short videos published by the "Sichuan Observation" account on Douyin. Employing content, textual analysis, as well as data visualization methods, the research systematically analyzes the narrative types, emotional expressions in comments, and patterns of user engagement. The videos are categorized into three thematic groups: emotional resonance and individual expression, socio-political conflicts and collective emotions, and positive energy including personal struggle and family education. Findings reveal a strong correlation between narrative styles and frequently used keywords in user comments. Through likes, comments and shares, users engage in emotional interaction and contribute to the wide dissemination of video content. This study provides theoretical and empirical insights into how mainstream media utilize short video platforms to evoke emotional resonance and enhance communication impact

The Impact of Service Quality on Customer Consumption Sentiment and Customer Loyalty in Wanshougong Historical and Cultural District, Jiangxi Province, China

Tanghan Guo — 2025-11-13

The number of tourists visiting the Nanchang Wanshou Palace Historical and Cultural Block in Jiangxi Province, China in 2025 continues to increase, making the improvement of service quality the top priority for this scenic area.

This paper explores the relationship between the five dimensions of the SERVQUAL model for service quality and consumer emotions and customer loyalty to enhance the service quality of the scenic area. A random sampling survey method was used to collect 504 valid questionnaires, and SPSS was employed for reliability and validity analysis. By studying the relationship between the five dimensions of service quality and consumer emotions and customer loyalty, methods to improve the service quality of this scenic area can be identified, increasing tourist visits and helping the area understand specific dimensions for service quality enhancement.

Social Commerce and Sustainable Consumption: A Systematic Review of International Studies

Hai Nguyen Van — 2025-11-13

In the context of social commerce emerging as a transformative trend in the digital economy, understanding its influence on sustainable consumption behavior has become increasingly important. This study conducts a systematic review of 2,038 peer-reviewed articles published between 2001 and 2025 to analyze the relationship between social commerce and sustainable consumption. By integrating a meta-textual review approach with the PRISMA protocol, the research systematically examines publication trends, analytical methods, theoretical foundations, and commonly investigated mediating variables. In addition, a bibliometric analysis—using keyword co-occurrence mapping supported by VOSviewer—was employed to identify influential topics, thematic clusters, and research gaps. The findings reveal that the majority of studies are concentrated in developed economies such as China, the United States, and South Korea, with Vietnam accounting for only one publication. Quantitative techniques, particularly regression and factor analysis, dominate the methodological landscape, while advanced methods such as PLS-SEM remain underutilized. Furthermore, perceptual variables such as “perceived value” and “satisfaction” receive limited attention despite their critical role in explaining sustainable consumption behavior on social commerce platforms. This study recommends expanding research in emerging markets, strengthening the application of advanced analytical techniques, and incorporating ethical and social dimensions into future models to foster both theoretical advancement and practical solutions for promoting sustainable consumption in the digital era.

Factors Affecting Customers' Intention o Use Chatbots at Commercial Banks in Vietnam

Quyen Thi Bui — 2025-11-13

Chatbots have emerged as an effective interaction tool between commercial banks and their customers in banking operations in Vietnam. This study aims to explore the key factors influencing customers' intention to use chatbots at these banks. The authors systematically reviewed theoretical issues related to chatbots and customer behavior concerning product and service usage, employing the Technology Acceptance Model (TAM) as the foundation for the theoretical research framework. A survey targeting individuals intending to use banking chatbots yielded 192 valid responses. The collected data were coded, processed, and analyzed using the PLS-SEM method via SmartPLS 4.0 software. The results indicate that chatbot quality, perceived usefulness, perceived ease of use, privacy/security perception, and customer loyalty impact the intention to use chatbots. Based on these findings, the study proposes solutions for the future development of bank chatbot systems, aiming to contribute to stable and sustainable business growth, and thereby enhance service quality and market position within the financial sector.