Student Research

UEF Faculty Of Business Administration Hosts 2025–2026 Student Research Review

04/23/2026

On April 21, the Faculty of Business Administration at UEF organized the student scientific research defense for the 2025–2026 academic year. This year, the Faculty recorded 12 research projects, with 10 selected for presentation at the defense session. This milestone marks students’ serious academic and research journey, while demonstrating their analytical thinking and ability to apply specialized knowledge to real-world business and management issues.

(All projects presented on April 21 were approved by both evaluation panels.)

At Panel 1, the projects were evaluated by Dr. Huỳnh Nhựt Nghĩa – Chair; Dr. Nguyễn Lê Hoàng Long – Secretary and Member; and Ms. Nguyễn Ngọc Thủy Tiên – Reviewer.

The presented topics included: (1) The impact of service factors on customer satisfaction with Shopee in Ho Chi Minh City; (2) The impact of online professional networking frequency on students’ employment opportunities in Ho Chi Minh City; (3) The role of parasocial interaction and diminished self-control in impulsive buying behavior on social media; (4) The impact of KOL communication on product quality influencing purchase decisions for healthy food on TikTok; (5) Coconut shell recycling solutions to reduce solid waste in Ben Tre; (6) The influence of effort expectancy and social influence on students’ cashless payment behavior in Ho Chi Minh City; (7) The impact of digital marketing factors on first- and second-year students’ choice of private universities in Ho Chi Minh City.

(Student groups presented their research projects before the evaluation panel.)

Panel 2 included Dr. Lý Đan Thanh – Chair; Dr. Nguyễn Phước Thiện – Secretary and Member; and M. Trần Hoàng Nam – Reviewer.

Projects presented at Panel 2 included: (1) Determinants of consumers’ hedonic purchasing behavior; (2) Factors influencing investment intentions in cryptocurrency projects in Ho Chi Minh City; (3) Solutions to enhance financial capability and control consumer psychology in Buy Now, Pay Later decisions among students in Ho Chi Minh City.

A common feature of this year’s projects is their strong practical relevance, as all research ideas are closely linked to addressing pressing issues in modern life. From optimizing user experience on e-commerce platforms and managing risks in digital financial investments to proposing sustainable environmental solutions, the student groups demonstrated thorough investment in data and analytical models.

Throughout the session, the evaluation panels provided detailed feedback and professional insights for each research group, focusing on sampling methods, data processing approaches, and the logical consistency of proposed solutions. These discussions helped students identify areas for improvement while strengthening their understanding of standardized research processes.

(The panels provided feedback and suggested improvements for each project.)

Concluding the session, the approved research projects will undergo further refinement and optimization. It is expected that through this academic platform, students of the Faculty of Business Administration will continue to enhance their critical thinking, contributing to the advancement of scientific research activities at the University and aligning them more closely with real-world business challenges.

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