Undergraduate

On May 6, 2026, the DTU School of Economics & Business hosted its sixth Student Scientific Research Conference. The conference gave students a chance to present their research findings and provided an environment for academic exchange, discussing ideas, and developing research-oriented thinking within the university setting.

Students from the School of Economics & Business gave confident presentations before the jury

This year, the conference attracted 22 student research projects, of which 10 outstanding topics were selected for presentation before the jury. Many studies addressed pressing real-world issues and reflected trends in consumer behavior, digital entrepreneurship, and employment challenges in the era of the digital transformation. This contributed to the appeal and practical relevance of the conference. Notable projects included:

-    “How digital remarketing shapes impulse buying among young consumers in Danang: Emotional-cognitive perspective in digital era”: this project demonstrated that digital remarketing positively influences impulse buying, with emotions serving as a strong mediating factor and FOMO moderating the relationship;

Lecturers and students from the School of Economics & Business at the conference

-    “Role of digital-entrepreneurship education in shaping digital-entrepreneurship intentions: Multi-dimensional analysis using NCA and PLS-SEM”: this project confirmed that digital-entrepreneurship education promotes entrepreneurial intentions among students, primarily through behavioral control, motivation, and passion, with varying impacts across academic disciplines;

-    “Risk of unemployment and midlife employment crisis caused by AI: Mixed-methods study and Nghe Dinh mobile app technology solution for workforce reintegration in Vietnam”: this project revealed that middle-aged workers face difficulties reentering the labor market due to outdated skills, age discrimination, and vulnerable personality traits. The study also introduced the MAIEV model and the Nghe Dinh mobile application, which supports career reintegration.

The diverse and practical research projects at the conference were highly appreciated, including those on advertising, TikTok short videos, financial-management habits among students, the application of AI in learning, interface design of online-shopping apps, and the impact of the 2024 Law on Road Traffic Order & Safety on students in Danang.

Awards were presented to the most outstanding projects:

-    first prize for “How digital remarketing shapes impulse buying among young consumers in Danang: Emotional–cognitive perspective in digital era”;
-    second prize for “Role of digital-entrepreneurship education in shaping digital-entrepreneurship intentions: Multi-dimensional analysis using NCA and PLS-SEM”;
-    two third prizes for “Risk of unemployment and midlife employment crisis caused by AI: Mixed-methods study and Nghe Dinh mobile app technology solution for workforce reintegration in Vietnam” and “Brain rot and decline of critical thinking: Impact of social-media content consumption in the digital era”;

-    Consolation prizes for:

    “Influence of native advertising on consumer perceptions and behaviors among young people in Danang”;
    “Study of factors in TikTok short videos affecting fast-fashion brand awareness among university students in Danang”;
    “Study of factors affecting financial-management habits among DTU students”;
    “Study of factors influencing the use of AI tools to enhance academic efficiency among students”;
    “Research on influence of visual and interface design of online-shopping apps on emotion-driven purchasing among consumers in Danang”; and
    “Impact of the 2024 Law on Road Traffic Order & Safety on students’ psychology and behavior: Study in Danang”.

(Media Center)