Anh Phan

Understanding Consumer Adoption of Phygital Services: An SEM–fsQCA Approach

This study investigates how seamlessness, personalization, compatibility, and perceived risk influence consumers’ usage intention toward phygital services and, in turn, their perceived value and customer engagement. Drawing on the stimulus–organism–response (SOR) framework and in...

Digital capability, green orientation and innovation activities: evidence from firms in an emerging market

Purpose This study aims to examine how digital capability and green orientation shape firms’ innovation activities and objective innovation performance in an emerging-market context, and how export participation asymmetrically conditions these capability-conversion pathways. Desi...

The nonlinear payoff of innovativeness under globalization: Environmental innovation, legitimacy, and customer loyalty

How does firm innovativeness translate into customer loyalty under globalization, when customer evaluations are nonlinear and shaped by legitimacy asymmetries? Prior research largely assumes linear innovation payoffs, overlooking how customers in globally competitive and institut...