Browsing by Author "Pattana Boonchoo"
  • Item
    A cross-cultural examination of the impact of transformation expectations on impulse buying and conspicuous consumption
    ( 2017) Pattana Boonchoo ; Amonrat Thoumrungroje
    Building on expectation states theory, our study proposes a model to investigate cross-cultural differences between eastern (Thai) and western (American) consumers in terms of the relationships between transformation expectations (TEs) and the behaviors of (1) conspicuous consumption and (2) impulse buying. We operationalized TEs as a second-order construct, consisting of four first-order constructs, namely “self-,” “relationship,” “hedonic,” and “efficacy” transformations. Through a sociological lens, we postulated positive relationships between TEs and the two behavioral constructs. By applying multi-group structural equation analyses, we gained support for our hypotheses. The relationships, however, are stronger in the case of Thai consumers. We also discussed the results and provide implications for international marketers.
  • Item
    An examination of the relationships between self-perceptions, conspicuous consumption, and saving behavior
    (Assumption University Press, 2018-12) Charnsid Leelakasemsant ; Chanon Toliang ; Pattana Boonchoo
    This paper seeks to examine (1) the effects of social status and the three major components of self-esteem, performance, appearance, and social self-esteem, on conspicuous consumption and (2) the impact of conspicuous consumption on saving behavior. The relationships substantiated in this study are based mainly on the perception-behavior linkage within the social psychology domain. The data used to analyze the proposed relationships in this study were collected through an on-line survey, with a final sample size of 268 consumers. The findings show that only social status and the social dimension of self-esteem significantly affect conspicuous consumption. Surprisingly, we found no relationship between conspicuous consumption and savings. The results are discussed, along with suggestions for future research.
  • Item
    The Impact of Transformation Expectations on Conspicuous Consumption: A Cross-Cultural Comparison
    ( 2015-02) Amonrat Thoumrungroje ; Pattana Boonchoo
    Building upon the expectation states theory (EST), we propose a cross-cultural conceptual model to investigate the relationships between five underlying dimensions of transformation expectations and conspicuous consumption. We advocate that (a) consumers who believe they can transform themselves in various aspects through product consumption are more likely to engage in conspicuous consumption, and (b) the relationships between transformation expectations and conspicuous consumption vary across cultures. The delineation of relationships proposed in our framework is provided in addition to suggestions for future research and the major contributions of this paper.
  • Item
    Thai hotel classification: a cluster analysis based on entrepreneurial marketing characteristics
    (Assumption University Press, 2017) Charnsid Leelakasemsant ; Pattana Boonchoo
    This paper seeks to explore whether there is any meaningful clusters of Thai hotels based on entrepreneurial marketing variables and the demographic characteristics of hotels and their managers. Exploratory two-step cluster analysis was adopted since it can deal with both categorical and continuous data simultaneously. The analysis resulted in nine clusters, each with its own unique characteristics. The findings indicated that three major characteristics of hotel and hotel managers —hotel size, gender, and types of manager (owner vs. non-owner) — play important roles in the cluster formation process. It is suggested that future research in entrepreneurial marketing investigate the relationships between the characteristics of hotels and their managers and entrepreneurial marketing attributes in more detail in order to advance knowledge in this relatively new area of research.