The Impact Of Privacy Concern And Coping Mechanisms On Citizens’ Continuance Intention Of Using E-Government: The Case Of Vietnam

Abstract

In Vietnam, the hospitality sector is recognized as one of the more well-liked ones. More specifically, the Hospitality industry today is growing strongly and contributing to promoting economic growth, especially after being stagnant due to the COVID-19 pandemic. Along with strong development comes a shortage of human resources. Therefore, this research focuses on young human resources (specifically Generation Z in Vietnam) with the desire to attract potential candidates to join the companies. The focus of this study was to investigate how employer branding shapes Generation Z's desire to pursue employment in Vietnam's sector of hospitality. Referencing previous studies to have a deeper look at this field, the research paper provides five independent variables and one dependent variable to analyze and draw results. A quantitative research method is applied in this study. Through 554 valid responses, the data was analyzed through steps with SPSS software. After analyzing data from survey responses, the research found that the factors of Payment Attractiveness, Employer Reputation, Working Environment, and Task Attractiveness favorably influence Gen's desire to work in the Vietnamese hospitality sector. From those results, this research aims to contribute to the advancement of building employer brand to help employers attract potential Gen Z candidates and make recruitment more effective.