Bui Thanh Khoa

Lecturer, Researcher, and Businessman

Bui Thanh Khoa

Bui Thanh Khoa is Vice Dean and Senior Lecturer in the Faculty of Commerce and Tourism at the Industrial University of Ho Chi Minh City, and the co-founder and CEO of Innoteq Co., Ltd.

I have been named in the Top 2% list of the world's most-cited scientists. Verified on TOPSCINET

His work sits where marketing meets information systems: electronic commerce, consumer behaviour, online trust, and the use of machine learning on business data.

Google Scholar records 2,844 citations and an h-index of 26 for his work (September 2026). He holds a PhD in Business Administration from Ho Chi Minh City Open University and a master's degree in Business and Economics from Universite Toulouse 1 Capitole in France.

Read more about him, or write to buithanhkhoa@iuh.edu.vn.

Selected publications

  1. Quy Duy Do, Truong Xuan Nguyen, Bui Thanh Khoa. Brand stereotypes, information processing, and consumer acceptance of Chinese automobiles: The moderating roles of perceived brand globalness and brand credibility in an emerging market. Journal of Retailing and Consumer Services. Scopus Q1 ยท WoS Q1 | 0 cites
  2. Bui Thanh Khoa, Nguyen Duy Phuong. Sustainable development policy integration student engagement and perceived educational quality in Vietnamese higher education. Discover Sustainability. Scopus Q2 | 0 cites
  3. Tran Trong Huynh, Bui Thanh Khoa. Geopolitical Risk and Stock Returns: Evidence from an Emerging Market. South Asian Journal of Macroeconomics and Public Finance. Scopus Q3 | 2 cites
  4. Anh Tuan Tran, Bui Thanh Khoa. Navigating the Global Innovation Landscape: The interplay of knowledge management, corporate diplomacy, and business performance in multinational corporations. Entrepreneurial Business and Economics Review. Scopus Q1 | 0 cites
  5. B. Thanh Khoa, K. Makharov, B. Samandarov, S. Jafarov, D. Raupov, O. Djurabaev. Learning Equitable and Efficient Shift Rosters with Multi-Objective Deep Reinforcement Learning and Counterfactual Fairness Constraints in Operations. International Journal of Industrial Engineering and Management. Scopus Q2 | 0 cites
  6. Dam Tuan Anh Le, Bui Thanh Khoa, Minh Thanh Ngo. Logistics Service Quality in E-Commerce: The Impact of Order Fulfillment Systems on Customer Repurchase Intention. Journal of Distribution Science. Scopus Q3 | 0 cites
  7. Bui Thanh Khoa. Too busy to rush: Recovery needs, travel pace, and heritage conservation willingness. Tourism and Hospitality Research. Scopus Q1 | 0 cites
  8. Nguyen Binh Phuong Duy, Van Thanh-Truong Nguyen, Bui Thanh Khoa. Trends and Research Themes regarding the Flow Experience in Social Science: A Comprehensive Bibliometric Analysis. Pertanika Journal of Social Sciences and Humanities. Scopus Q2 | 0 cites
  9. Anh Viet Tran, Bui Thanh Khoa. The Consumer Decision Journey of Gen Z in Cross-Platform Commerce: From Social Commerce Stimuli to E-Marketplace Purchase Completion. Journal of Theoretical and Applied Electronic Commerce Research. Scopus Q1 | 2 cites
  10. Dinh Huu De, Bui Thanh Khoa. How customer experience drives repurchase intention in omnichannel retailing: The moderating role of prior omnichannel shopping experience. Journal of Open Innovation: Technology, Market, and Complexity. Scopus Q1 | 1 cites

The full record, with citation counts, is on the publications page.

Recent writing

Elsewhere