Kittichai Watchravesringkan

• University of North Carolina at Greensboro

To better predict product preference, the Most Advanced Yet Acceptable (MAYA) principle has been introduced as a two-factor theory that explains why humans prefer a balanced mix of the aesthetic properties of typicality and novelty (Hekkert 2006; Hekkert et al. 2003; Lidwell et al. 2010). Limited studies examine both typicality and novelty in appar...

The purpose of this research was to study the opinions of service users on the brand relevance in category (BRiC) affecting their laundry service shop brand selection in Chonburi province. This survey research employed a questionnaire as a research tool in collecting the data. Three hundred and twenty samples were users of the coin operated laundry...

FOR FREE PDF LIMITED COPIES: https://www.tandfonline.com/doi/full/10.1080/17543266.2021.1940309 ABSTRACT: Despite academic interest in the Centrality of Visual Product Aesthetics (CVPA) construct, studies are needed that further explore the importance that specific visual aesthetic properties of apparel holds for consumers. Based on the two-factor...

Download a FREE PDF COPY: https://www.tandfonline.com/eprint/F53KKQFSD3TDRZCSZZB3/full?target=10.1080/17543266.2020.1850884 ABSTRACT: Typicality has drawn considerable interest among academics and practitioners and has been employed by fashion companies seeking to increase consumer interest in 'basic' products. However, limited research on typicali...

This file consists of Tables A-N that include additional visual data and analysis in support of the identification of the prototypes that respondents selected for three apparel categories (pants, jackets, and shirts) explained in this publication: Ceballos, L. M., Hodges, N. N., & Watchravesringkan, K. (2020). Decoding Typicality in Apparel Product...

Graduates of apparel programmes are entering a workforce that requires the use of emerging technologies that are relevant to performing job requirements. Among apparel companies, virtual technologies are increasingly being used in the product development process. Virtual technologies are also becoming important in higher education, as programmes se...

Purpose There are numerous design principles that can guide strategic decisions and determine good product design. One principle that has received considerable attention in the literature is the MAYA principle, which suggests that consumers seek a balance of typicality and novelty in products. The purpose of this paper is to test the MAYA principle...

Physical activity is increasingly occupying individuals’ leisure time. Due to this increased participation in physical activity, active apparel is today’s most rapidly growing apparel sector. In light of this trend, this research developed and tested a model to understand how consumers shop (i.e. shopping styles) for their physical activity apparel...

The aesthetic property of typicality has received much attention in recent literature as well as being empirically employed by the fashion industry in order to better appeal to consumers. Yet, despite the academic and managerial interest in typicality, there is little research on the topic as it relates to apparel products. One exception is a study...

Acts of gun violence at shopping malls have been occurring with greater frequency in recent years (O’Donnell 2014). These incidents can have a devastating impact on business if consumers do not return to the mall after the incident (Morris and Stevens 2014). While managing consumer perceptions of the shopping mall is very important, little research...

Purpose – This paper aims to explore a theoretical relationship among perceptions of consumer social class, the perceived legitimacy of customer requests for service and the delivery of intangible services. It focuses the discussion on service firm encounters with non-traditional consumers seeking to purchase from luxury brands. Design/methodology...

Given the high number of small-sized apparel-related businesses operating within the global economy, it is likely that graduates of apparel programmes in higher education will go on to work for a small business or to partner with such firms in the global manufacturing process. This study reports on findings derived from interviews conducted with 30...

As the global economic recession continues, the consumption of second-hand clothing has received considerable attention among consumers across the globe. This phenomenon has resulted in the proliferation of thrift stores, open-air weekend markets (or flea markets), garage sales, and rummage sale where consumers may acquire second-hand clothing prod...

There is a fast-growing percentage of consumers shopping online in the US, and retailers has profited from this new channel. Little is known about how a website provides competitive advantage to a retailer and what makes a website appealing to consumers. The purpose of this research is to examine the relationship between website attributes (e.g. pe...

Purpose – The purpose of this study was to explore strategies used by successful female entrepreneurs to manage the challenges of running a small apparel business. Design/methodology/approach – A qualitative research design was used. Primary and secondary data were collected on small business in three countries: Russia, South Africa and Thailand....

Purpose – This study aims to propose and empirically test a cognitive-behavioral model of the perceived benefits of social networking sites (SNSs), trust in SNSs, brand trust, brand loyalty and customer equity in the context of fast fashion brand communities in Thailand. Using a structural equation modeling (SEM) technique, a proposed model was suc...

The purpose of this paper is to report on outcomes of a 3-year collaborative project that addresses the need for future professionals with entrepreneurial knowledge and small business skills. The multiphase project involved partnerships developed between textile and apparel faculty at four U.S. universities and faculty in similar programs at univer...

Purpose – The purpose of this paper is to identify selected store attributes of activewear specialty retailers that impact consumers’ satisfaction, which in turn influence word-of-mouth (WOM) and retail patronage behavior. Design/methodology/approach – Using an on-site store intercept, 150 responses were collected to answer hypothesized relationsh...

The popularity of social networking sites (SNSs), especially Facebook and Twitter has grown tremendously in the past few years. Internet World Stats (2012) reports that more than 835 and 140 million are active users of Facebook and Twitter, respectively. Particularly in the Asia-Pacific region, 240 million online users visited SNSs in 2010, account...

Thailand is one of the fastest growing retail markets in the world, increasing from $25.5B USD in 2000 to $63.3B USD in 2010 and accounting for 5.2% of the country’s total employment and 20% of the country’s GDP (Eurornonitor 2010). Thailand's retail sector is seeing the level of transformative growth in the past two decades that took 50 to 80 year...

This study examined the impact that aspects of self-concept (i.e., generalized self-efficacy, public self-consciousness, state hope, self-esteem) have on clothing selection motivation and life satisfaction among disabled consumers. A total of 318 questionnaires were completed by participants, the majority of whom had either a mobility impairment or...

The purpose of this study was to empirically develop a comprehensive model of undergraduate students' entrepreneurial career intention that combines both cognitive and behavioral decision-making processes. Data were collected via a questionnaire completed by textile and apparel undergraduates at four American universities (n = 345). Based on the li...

Owing to the theoretical and managerial importance of materialism, several attempts have been made to cross-culturally examine Richins and Dawon's Materialistic Values Scale (MVS). However, the foreign applicability of the scale remains inconclusive. The current research responded to calls related to the use of reverse-worded items and the developm...

Purpose The purpose of this paper is to contribute to the understanding of hypermarket retailers' marketing efforts by exploring consumers' attitudes toward marketing practices (CATMPs) of three retailers (Tesco‐Lotus, Big C, and Carrefour) in Thailand. Design/methodology/approach A non‐probability convenience sampling procedure was employed. The...

Textile and apparel industry professionals must be capable of dealing with cultural differences and diverse perspectives on a multinational scale. To address the challenges involved in educating students for the global industry workforce, a 3-year collaborative project was conducted through partnerships between faculty at three U.S. universities an...

Purpose The purpose of this paper is twofold. First, this study aims to understand whether and how sales employee clothing style would influence consumers' perceptions of store image through their expectations of service quality. Second, this study hopes to uncover how fashion orientation would influence the aforementioned relationship. Design/met...

The US is a multicultural society due to its growing number of ethnic minorities. These ethnic populations have made intracultural studies more difficult because of the different senses of identity and degrees of acculturation the varied groups possess. The current study examined the impact of perceived ethnicity (Asian vs. Asian American) and accu...

Purpose Recent liberalization of the world's textile and apparel trade policies and the consequent changes in trade patterns posited threats to smaller textile‐ and apparel‐exporting nations, including Thailand. Thus it is important to understand how the new trade environment affects the competitiveness of Thailand's apparel industry. This study se...

Purpose This study seeks to develop and test a model of consumers' adoption of highly technological fashion products (HTFPs) through modifying the technology acceptance model (TAM). Design/methodology/approach Using a convenience sampling method, students between 18 to 26 years old were chosen as the sample population from a mid‐size southern univ...

Purpose The purpose of this paper is to investigate the effect of apparel care label information presentation formats (i.e. symbols only, text only, and the combination) and the individual trait of need for cognition on consumers' confidence in and risk perceptions about the post‐purchase activity of care of apparel items. Design/methodology/appro...

Purpose In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers' price perception scales cross‐culturally with samples drawn from four Eastern Asian countries, i.e. China, South Korea, Taiwan, and Thailand, using multigroup confir...

The United States is a multicultural country with increasingly high numbers of bankruptcies, credit problems, and low savings and investment rates. In particular, the Hispanic population is one group of ethnic minority consumers whose financial practices may become critical with regard to these increasing financial problemsdue to certain characteri...

In response to calls regarding the applicability of marketing scales in other cultures, the current study re-examined the psychometric properties and measurement equivalence of the consumer vanity scale. The sample consisted of 723 undergraduate participants from China, South Korea and Thailand. Results revealed that the 21-item, four-factor (physi...

The direct impact of value orientations on price perceptions has not received extensive investigation in previous research. We examined the impact of materialism, individualism and collectivism on American and Korean consumers’ perceptions of the positive and negative roles of price. We also examined the influence of price perceptions on consumers’...

This research explored the identity re-creation process as it occurs via the consumption of Internet dating services. Informants were interviewed about how they use their posted dating profiles to explore aspects of their own identities and about the perceived impact that online and offline feedback to these profiles have upon their identities. Inf...

This paper was presented at the 15th International Conference of the International Trade and Finance Association in Istanbul, Turkey, May 20, 2005.

As the role of young consumers in the consumption of technology-oriented products grows, so does the need to fully understand their contemplation, use and adoption of those products. Existing innovativeness scales have tended to measure consumers' desire to be first to buy new products. Bias related to this adoptive-oriented conceptualisation overl...

This study was designed to identify variables related to Internet information search and shopping intentions for apparel products among computer users residing in major metropolitan cities across the nation. Stepwise multiple regression analysis, multivariate analysis of covariance (MANCOVA), and analysis of covariance (ANCOVA) were employed to ana...