Kittichai Watchravesringkan

A structural analysis of value orientations, price perception and ongoing search behaviour: a cross-cultural study of American and Korean consumers

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 ongoing search behaviour. Using a structural equation modelling technique, results indicated that these value orientations positively and negatively influenced perceptions of the positive and negative roles of price, which in turn influenced ongoing search behaviour. Implications and future research directions are delineated.

The Competitive Position of Thailand’s Apparel Industry: Challenges and Opportunities for Globalization

Purpose – Recent liberalization of the worlds 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 Thailands apparel industry. This study seeks to provide insights into how Thailands apparel industry has responded to increasingly fierce global competition by drawing on Porters theory of The Competitive Advantage of Nations.Design/methodology/approach – To assess the competitiveness of the Thai industry, the study triangulated data from various sources, including secondary statistics, media reports, and relevant industry publications. In‐depth, semi‐structured interviews were also conducted, and participants included key executives from Thailands apparel industry, government officials, and academics. The interviews were conducted at various locations in three Thai provinces: Bangkok, Nonthaburi,...

Financial Behavior of Hispanic Americans

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 characteristics this group possesses (e.g., low educational attainment). This chapter first reviews relevant research related to Hispanic consumers’ finances. Then this chapter reports findings from an original study of Hispanic college students. Using in-depth interviews, the study explores the role that consumer socialization agents play in influencing Hispanic students’ financial behaviors. The informants for this study indicated that socialization agents play an important role in the acquisition and development of financial skills throughout their lives.

Women and apparel entrepreneurship: An exploration of small business challenges and strategies in three countries

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. In-depth interviews were conducted with a total of 11 female small apparel business owners. Businesses ranged from tailoring and custom clothing shops, to small-scale design and production, as well as small apparel retail stores. Findings – Three emergent themes highlight the similarities and differences that surfaced across the participants’ narratives. Key issues within the thematic areas point to the need for these women to be creative in finding resources to start and grow their small apparel businesses, and to manage the competition that they face within this industry. Research limitations/implications – It is difficult to generalize the findings of this stu...

Building customer equity through trust in social networking sites: A perspective from Thai consumers

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 successfully established. Importantly, this research delineates the mediating role of the relationship between the perceived benefits of SNSs and brand trust, as well as emphasizes the importance of trust in generating customer equity. In addition to its theoretical contribution, this study also provides practical implications for brand managers to develop customer equity through their brand pages on SNSs. Limitations and directions for future research are discussed. Design/methodology/approach – The online surveys were administered to Thai consumers. An email invitation with an embedded link was sent by the researchers asking receivers to participate or forward th...

Effects of store attributes on retail patronage behaviors

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 relationships. An exploratory factor analysis was first performed followed by a confirmatory factor analysis and a structural equation analysis. Findings – Results revealed that sales employees and store atmosphere attributes of activewear specialty stores had a positive influence on consumer satisfaction, which in turn had a direct impact on WOM and repatronage intentions for activewear specialty stores. Therefore, in order to satisfy consumers, activewear specialty retailers need to ensure that they provide an attractive and pleasant shopping atmosphere. Furthermore, satisfied consumers are likely to spread positive WOM about the retailer and display their intention to r...

An exploration of success factors from the perspective of global apparel entrepreneurs and small business owners: implications for apparel programmes in higher education

ABSTRACT 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 entrepreneurs and small business owners in four countries: India, South Africa, Russia, and Thailand. Companies were positioned at key points along the supply chain, including design, manufacturing, as well as small retailers. Five factors were identified as critical for successful apparel-related entrepreneurs and small businesses: relationship-building, niche identification, resourcefulness, community engagement, and global awareness. Findings suggest that entrepreneurship and small-business-related education within apparel programmes should focus on developing students’ entrepreneurial competency relative to these factors. Moreover, findings suggest that students would likely benefit from entrepreneurship education designed specifically to address the global apparel industry context.

Young Consumers’ Perceptions of Sustainable Clothing: Empirical Insights from Chinese Post-90s’ College Students

The scale of environmental and social impacts from global apparel production and consumption makes sustainability increasingly important in the contemporary business environment. This study explores the Chinese young consumers’ perceptions of and attitudes toward sustainable clothing. Specifically, the study aims to answer the following two research questions: (1) How Chinese college students view and feel about sustainable clothing in terms of their perceived risks, and (2) How their sustainability knowledge, their personal values, and perceived risks impact their attitude toward and willingness to buy sustainable apparel products. The study results based on data collected from 381 Chinese post-90s’ college students demonstrate that apparel sustainability knowledge strongly and positively predicts consumer attitude and willingness to buy. The study also reveals that consumer attitude and willingness to buy are significantly predicted by personal values and consumer perceived risks toward sustainable clothing. The study provides valuable baseline information for the Chinese textile and apparel industry and global sustainable textile and apparel marketers.

Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption

Purpose Consumers’ environmental behaviours are not only the result of their positive attitudes towards environments, but also different reasons and motivations exist. Thus, the purpose of this paper is to find out important factors affecting sustainable apparel buying behaviour. Applying the theory of planned behaviour (TPB), this study further examines how knowledge about sustainable apparel, perceived money availability, and perceived accessibility to the store influence sustainable apparel consumption. Design/methodology/approach Using a purposive college student sample, 235 usable responses were collected to answer the questions. An exploratory factor analysis with principal component analysis was first performed followed by confirmatory factor analysis, and a structural equation modelling analysis. Findings Results revealed that the TPB was successfully applied in the context of sustainable apparel buying behaviour. Furthermore, it was found that consumers’ perceived money availability and perceived store accessibility are important factors that affect control beliefs and sustainable consumption. Research limitations/implications This study found the needs of educating college students for contexts of environmental apparel and textiles issues. Originality/value Even though previous literature often found the gap between the behavioural intentions and the actual behaviour, this study found the respondents of this study walk their talk. This study successfully applied the TPB to explain consumers’ sustainable apparel buying behaviour.

A model for managing service encounters for neo-luxury consumers

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/approach – The paper reviews the literature for current trends in strategies of luxury brands and characteristics of evolving global and Asian consumer markets for luxury and neo-luxury goods and draws a theoretic model with propositions. Findings – Evidence suggests that service providers can improve efforts to expand services to the newly rich and trading-up neo-luxury consumer markets by focusing on the intangible elements of the service delivery system. Particular emphasis is placed on enhancing employee treatment of neo-luxury customers during service encounters by understanding the influence of employee perceptions of consumer social class and evaluations ...