The Tay people are the ethnic minorities with the largest population in Viet Nam, mainly distributed in the Northern Uplands and Midlands, mostly concentrated in the provinces of Cao Bang, Lang Son, Tuyen Quang and Ha Giang. Over the long history of development, along with the development and improvement of their language, the Tay people have gradually created a type of writing system using the graphic, phonetic, and meaning elements of Chinese characters in combination with indigenous phonetic and linguistic elements, to create the system that is called the Nom-Tay scripts or the Nom script of the Tay ethnic group. Traditional Tay literature is mainly recorded in this Nom - Tay script. The article reliesupon the texts that belong to the genre of narrative poetry (in this genre, a story is written as a long poem) written in Nom - Tay- the most significant part of the written classical folk literature of the Tay ethnic group. Materials from the texts, currently stored at the Institute of Sino - Nom Studies (Vietnam Academy of Social Sciences), will be used to conduct an analysis of the usage and the method of writing of the Chinese characters in these texts. Thereby, the article strives to confirm the important role and the ample appearance of the Chinese characters in VietnameseNom- Tay texts.

Existing literature provides strong evidence to suggest that e-commerce adoption is subject to the effect of culture. In this stream, researchers adopting Hofstede’s framework (1980) conceptualise culture at the aggregate level, and thus they assume country’s cultural homogeneity. Yet, the argument emerges that this view does not seem to be appropriate anymore, as every country having its unique mix of ethnic groups portrays cultural diversity (Cleveland and Laroche, 2007). Research exploring the adoption of e-commerce by ethnic minority consumers however, is scarce (Lacka and Yip, 2018). Considering growing migration levels, and particularly intra-European migration as well as the increase of ethnic consumers internet use (Kizgin et al, 2018), the investigation of migrants’ attitudes and behavioural intentions toward adopting e-commerce, as well as factors affecting adoption decision are important research topics for researchers, practitioners and policy makers. Although technology adoption has been extensively researched, previous studies on e-commerce adoption suffer from two limitations, which this study aims to address. First, most research on e-commerce adoption considers consumers to be a homogeneous group. However, within group differences exist, and they have an impact on the e-commerce adoption decision. So far however, only a handful of studies have explored the role of consumers’ individual characteristics on behavioural intentions to adopt e-commerce (e.g. Hasan 2010). Second, although the effect of culture on e-commerce adoption has been extensively studied, the simultaneous impact of various cultural influences that migrants are subject to has not been examined. To address these research gaps, the aim of this research is to assess the role of individual characteristics in e-commence adoption, and to reveal the impact of contact with heritage and host cultures on ethnic minority consumers’ attitudes towards behavioural intentions to adopt e-commerce.