Title Giải A NNCT UEH 2024 ✅

ABSTRACT This research delves into how Supply Chain Transparency and Traceability (SCTT) facilitate value co-creation in Vietnam's Food Supply Chains (FSCs), with a focus on the intermediary roles of consumer trust and relationship commitment. Through analyzing data from 249 valid respondents in Ho Chi Minh City via Partial Least Squares (PLS) analysis, it was found that traceability exerts a more substantial influence on consumer trust and relationship commitment compared to transparency. Nonetheless, both transparency and traceability indirectly contribute to value co- creation, predominantly through the mediation of trust and relationship commitment. The study also reveals that perceived supplier and product quality moderate the relationship between trust and value co-creation, and identifies significant gender differences in perceptions of SCTT. These findings emphasize SCTT's critical role in promoting value co-creation and inform the development of nuanced supply chain management strategies in Vietnam. Keywords: Supply Chain Transparency, Traceability, Value Co-creation, Consumer Trust, Vietnam.
TABLE OF CONTENTS ABSTRACT TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATIONS CHAPTER 1. INTRODUCTION................................................................................1 CHAPTER 2. LITERATURE REVIEW ...................................................................3 2.1. Trust - Commitment theory ..................................................................................3 2.2. Suppliers - Consumers value co-creation in the supply chain..............................4 2.3. Hypotheses development......................................................................................5 CHAPTER 3. RESEARCH METHOD....................................................................15 3.1. Measurement scales............................................................................................15 3.2. Research design and data collection...................................................................16 CHAPTER 4. DATA ANALYSIS RESULTS..........................................................18 4.1. Description of study’s respondents ....................................................................18 4.2. Measurement model ...........................................................................................19 4.3. Structural model .................................................................................................23 CHAPTER 5. DISCUSSION .....................................................................................32 5.1. Discussions of research findings........................................................................32 5.2. Theoretical contributions....................................................................................33
5.3. Managerial implications.....................................................................................35 5.4. Limitations and future research directions.........................................................36 REFERENCES .............................................................................................................i