Nghiên cứu sinh Phạm Thái Hà Anh bảo vệ luận án tiến sĩ
ORIGINAL CONTRIBUTIONS OF THE DISSERTATION
Dissertation title: Impact of technology-based services on online customer experience in fashion retail
Specialization: Business Administration (E-PhD) Specialization code: 9340101
PhD candidate: Pham Thai Ha Anh
Supervisor: 1. Dr. Le Thuy Huong 2. Dr. Phan Thanh Hung
Institution: National Economics University
Original contributions on academic and theoretical aspects
Unlike previous studies that often analyze value co-creation and customer experience through a generalized, monolithic lens (e.g., Chan et al., 2010; Fang et al., 2008) or treat technology adoption merely as a static outcome (e.g., Davis, 1989), this dissertation advances the theoretical understanding of the Online Customer Experience in the fashion retail sector through a dual-pathway perspective. First, the research identifies Customer Participation Behavior as a critical bridge that transfers Self-Service Technology attributes into specific experiential states including the Cognitive and Affective ones. Second, the study substantiates the dual-pathway psychological process by providing rigorous evidence of the structural independence between cognitive and affective experiential systems. Furthermore, the research introduces the concept of "technology normalization," revealing a pivotal theoretical shift where traditional TAM factors (Perceived Usefulness and Ease of Use) are superseded by empowerment-based drivers - Interactive Speed and Self-Control - as the primary catalysts for active consumer engagement.
Recommendations derived from the findings of the dissertation
This study provides strategic recommendations that diverge from conventional retail technology investment patterns. Rather than suggesting prioritizing basic usability as in early e-commerce literature (Davis, 1989; Venkatesh, 2000), this study recommends retailers should pivot their investment strategy toward building zero-latency infrastructure and AI-driven autonomous tools (e.g., Virtual Fitting Rooms). Furthermore, instead of relying solely on functional interface designs, platforms should focus on "engineering" emotional resonance through the integration of digital aesthetics and personalized storytelling to effectively trigger the Affective Experiential State; this transformation is essential to convert passive buyers into active brand ambassadors. Finally, regarding customer retention, the study findings advocate for a bifurcated management approach: implementing rapid novelty cycles to capture the attention of younger, "nomadic" consumers, while simultaneously structuring tailored loyalty programs that specifically reward the community-oriented citizenship behaviors and long-term stability demonstrated by mature consumer segments.
