Научный журнал «Вестник науки и образования»
Khakimova A.I., Wang J.Y.
Khakimova Alfina Ildusovna – undegraduate,
MANAGEMENT DEPARTMENT,
Wang Ju Ying – PhD in Management, Associate Professor
OCEAN UNIVERSITY OF CHINA,
QINGDAO, CHINA
Abstract: this article systematically analyzes how anthropomorphic traits, professionalism, hedonic appeal, and empathic responsiveness of AI hosts in live streams shape purchase intention. Using a dual-channel trust-value model, it is found that emotional trust and cognitive value simultaneously mediate the influence of each dimension of virtual streamer characteristics on purchase decisions. The study integrates theories such as the Technology Acceptance Model, the Theory of Planned Behavior, Social Presence Theory, the Elaboration Likelihood Model, and the S-O-R model, employing a three-stage design (literature review, model building, and PLS-SEM experiment) and demonstrates that customer engagement, the number of products in the stream, and skill in using smart tools
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Truong T.M.A., Dinh T.H.Y.
Truong Thi Mai Anh - Master’s Degree, Lecturer,
Dinh Thi Hai Yen - Master’s Degree, Lecturer,
FACULTY OF ARCHIVAL SCIENCES AND OFFICE MANAGEMENT,
ACADEMY OF PUBLIC ADMINISTRATION AND GOVERNENCE,
HANOI, VIETNAM
Abstract: within the scope of this article, the authors will discuss three main issues: an overview of digital competency and digital competency frameworks; the importance of digital competency for students; and the necessity of equipping students with a digital competency framework.
Keywords: digital competency, digital competency framework, equipping students with digital competency.
ВАЖНОСТЬ ПРЕДОСТАВЛЕНИЯ СТУДЕНТАМ РАМКИ ЦИФРОВЫХ НАВЫКОВ
Чыонг Т.М.А., Дин Т.Х.Й.
Чыонг Тхи Май Ань - магистр, преподаватель,
Дин Тхи Хай Йен - магистр, преподаватель,
факультет архивных наук и делопроизводства,
Академия государственного управления и службы,
г. Ханой
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- Категория: 08.00.00 ЭКОНОМИЧЕСКИЕ НАУКИ
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