Asean International Sandbox Conference

Editor's Note

Mon, 15 Sep 2025 04:17:11 SE Asia Daylight Time

Advisory Board

Mon, 15 Sep 2025 04:33:06 SE Asia Daylight Time

Mon, 15 Sep 2025 04:36:43 SE Asia Daylight Time

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

Yuxuan Li — Mon, 15 Sep 2025 04:12:50 SE Asia Daylight Time

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 — Thu, 13 Nov 2025 05:22:53 SE Asia Standard Time

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, Tran Ngoc Tai, Nguyen Thi Cam Phu — Thu, 13 Nov 2025 05:40:37 SE Asia Standard Time

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 to Use Chatbots at Commercial Banks in Vietnam

Quyen Thi Bui, Thuy-Ninh Thi Truong, Ha-Anh Thi Dao, Thu-Thuy Thi Hoang — Thu, 13 Nov 2025 06:52:26 SE Asia Standard Time

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.

Cross-Ownership Control to Promote Circular Economy: Perspectives from Sustainable Supply Chain Management

Thong Tran Nguyen Phuoc — Mon, 17 Nov 2025 10:55:04 SE Asia Standard Time

The paper analyzes the relationship between cross-ownership of shares and the ability to operate a circular economy model in modern supply chains. In fact, cross-ownership can both create incentives for long-term cooperation between enterprises and potentially limit competition, hide environmental costs and reduce transparency. From the perspective of sustainable supply chain management, the study proposes an approach to cross-ownership control not only from the perspective of competition management, but also as a tool to promote accountability for resources, emissions and product lifecycle. Through a comparison of several international governance models, the paper recommends the development of a mandatory disclosure mechanism according to ESG standards combined with a limit on cross-ownership ratio according to the level of environmental and social risks of the industry. The paper concludes by emphasizing that the circular economy can only become a reality when corporate ownership structures are designed to be transparent, connected, and fully accountable for impacts across the entire value chain.

The Role of Top Management Support in Driving Digital Transformation of SMEs in Vietnam: A TOE Framework Approach

Do Thi Hong Van — Mon, 17 Nov 2025 11:04:58 SE Asia Standard Time

This study aims to explore the mechanism through which various factors influence the digital transformation process of Vietnamese small and medium-sized enterprises (SMEs), based on the Technology - Organization - Environment (TOE) framework, emphasizing the important role of top management support. Data were collected from 335 SMEs using a convenience sampling method. The Partial Least Squares Structural Equation Modeling (PLS-SEM) approach was conducted using SmartPLS software. The findings indicated that top management support has a significant impact on technology readiness, security, and the allocation of financial resources for digital transformation. In addition, the results confirmed the positive effects of the fundamental factors within the TOE framework on the success of digital transformation. However, Government policies were not found to be a driving force in this process. The results provide managerial implications for enhancing the innovation capabilities of SMEs through digital transformation.

Factors Affecting the Application of Green Accounting in Vietnamese Small and Medium-Sized Enterprises

Trang Thi Quynh Nguyen, Thi Bach Tuyet Vuong — Mon, 17 Nov 2025 11:07:17 SE Asia Standard Time

In the current context, sustainable development has become a common trend among countries worldwide. For businesses, green accounting is an important financial management tool that enables organizations to monitor and report environmental-related costs, thereby optimizing expenses, increasing profits, enhancing social responsibility, and promoting sustainable development. In Vietnam, the number of small and medium-sized enterprises (SMEs) has been increasing rapidly. However, this rapid growth has also led to negative environmental impacts.

This study aims to examine the factors influencing the adoption of green accounting in Vietnamese SMEs. The research applies a mixed-method approach, combining qualitative methods with quantitative analysis using reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), correlation analysis, and linear regression modeling through SPSS 26 software. The results indicate that six factors influence the adoption of green accounting in Vietnamese SMEs, including: legal regulations, social trends, stakeholder pressure, managerial awareness, advanced technology, and the competency level of accounting staff. This research provides a foundation for proposing recommendations to promote the adoption of green accounting among Vietnamese SMEs.

Exploring How Regulatory Sandbox Act as an Institutional Catalyst for AI-Driven Business Model Innovation

Duc Nhat Anh Nguyen — Mon, 17 Nov 2025 11:25:16 SE Asia Standard Time

Regulatory sandboxes have emerged as adaptive policy instruments that enable firms to test innovative technologies under controlled conditions while allowing regulators to observe, learn, and refine governance frameworks. This study conceptualizes the regulatory sandbox as an institutional catalyst for AI–driven business model innovation, emphasizing its dual role in promoting experimentation and institutional learning. Drawing on institutional theory and dynamic capabilities theory, the research develops a comparative framework that explains how sandbox design and governance structures shape organizational learning, legitimacy and capability building. Using secondary data from policy reports, institutional documents,and international databases, the study examines three national cases: the UK, Japan, and Kenya, each representing distinct levels of institutional maturity, governance orientation and development priorities. The cross case analysis shows that while all sandboxes aim to balance innovation and regulation. The UK’s collaborative model emphasizes ethical governance, Japan’s centralized framework aligns sandboxing with industrial strategy and Kenya’s inclusive approach integrates capacity building and digital inclusion. These findings extend theoretical understanding by showing that regulatory sandboxes function not only as legal tools but also as dynamic institutional mechanisms that embed learning, flexibility and legitimacy within governance systems. The study provides practical guidance for policymakers seeking to design sandbox frameworks that promote responsible AI experimentation and support institutional adaptation across diverse economic contexts.

The Impact of Digital Technology in Auditing and the Moderating Role of Organizational Culture on ESG Internal Audit Quality in Vietnamese Commercial Banks

Huy Hung Pham, Thuy Ha Vu — Mon, 17 Nov 2025 13:07:48 SE Asia Standard Time

Amidst growing pressures for sustainable development, this study investigates the impact of digital technology on Environmental, Social, and Governance (ESG) internal audit quality within Vietnamese commercial banks. Addressing a critical gap in literature which has largely focused on financial audits and overlooked the interplay of technology and organizational context, this research specifically examines the distinct effects of four key technologies—Big Data Analytics (BDA), Robotic Process Automation (RPA), AI/Machine Learning (AIML), and Cloud-Based Platforms (CBP)—while also assessing the moderating role of organizational culture. Employing a quantitative approach, the study analyzed data from a cross-sectional survey of 327 audit professionals, including auditors, managers, and Supervisory Board members, using hierarchical multiple regression to test the proposed hypotheses. The results reveal a significant "implementation gap": foundational technologies like Big Data Analytics (β=.248) and Cloud-Based Platforms (β=.311) were found to positively and significantly enhance ESG audit quality, whereas more advanced technologies such as RPA and AIML showed no statistically significant impact. Crucially, a supportive organizational culture was found to act as a powerful amplifier, significantly strengthening the positive effects of BDA and CBP on audit quality. Consequently, the study concludes that a mere technological arms race is ineffective. The primary implication for Vietnamese banks is the need for a dual-pronged strategy: prioritize investment in foundational data analytics and collaborative cloud platforms while concurrently cultivating a data-driven, innovative, and collaborative organizational culture. This synergistic approach is essential for building robust ESG assurance capabilities and preparing for the future adoption of more advanced technologies.