Journal Articles
Wang, K., Ashraf, A., Thongpapanl, N. and Nguyen, O.. Influence of Social Augmented Reality App Usage on Customer Relationships and Continuance Intention: The Role of Shared Social Experience, Journal of Business Research, In Press.
Wang, K., Ashraf, A., Thongpapanl, N., Ferreira, C., Selcuk, C. and Green, T.. Acting on Impulse: The Role of Emotion, Gender Identity and Immersion in Driving Impulse Behavior, Electronic Commerce Research, Forthcoming.
Nadeem, W., Alimamy, S. and Ashraf, A.. Navigating through difficult times with ethical marketing: Assessing consumers’ willingness-to-pay in the sharing economy., Journal of Retailing and Consumer Services, 2023.
Eyni, A., Thongpapanl, N., Ashraf, A. and Wang, K.. The Logo ‘Visual Thickness Effect’: When and why it boosts brand personality, Journal of Consumer Behavior, Volume 22, Number 2, 2023.
Wang, X., Ashraf, A., Thongpapanl, N. and Wang, K.. Perceived Deception and Online Repurchase Intention: The Moderating Effect of Product Type and Consumer Regulatory Orientation, Journal of Consumer Behavior, Volume 21, Number 6, 2022.
Ashraf, A., Thongpapanl, N., Anwar, A., Lapa, L. and Venkatesh, V.. Perceived Values and Motivations Influencing M-Commerce Use: A Nine-country Comparative Study, International Journal of Information Management, Volume 59, 2021.
Anwar, A., Thongpapanl, N. and Ashraf, A.. Strategic Imperatives of Mobile Commerce in Developing Countries: The Influence of Consumer Innovativeness, Ubiquity, Perceived Value, Risk, and Cost on Usage, Journal of Strategic Marketing, Volume 29, Number 8, 2021.
Thongpapanl, N., Ashraf, A., Lapa, L. and Venketesh, V.. Differential Effects of Customers’ Regulatory Fit on Trust, Perceived Value, and M-commerce Use among Developing and Developed Countries, Journal of International Marketing, Volume 26, Number 3, 2018.
Ashraf, A., Thongpapanl, N., Menguc, B. and Northey, G.. The Role of M-commerce Readiness in Emerging and Developed Markets, Journal of International Marketing, Volume 25, Number 2, 2017.
Ashraf, A., Thongpapanl, N. and Spyropoulou, S.. The Connection and Disconnection between E-commerce Businesses and Their Customers: Exploring the Role of Engagement, Perceived Usefulness, and Perceived Ease-of-use, Electronic Commerce Research and Applications, Volume 20, November, 2016.
Ashraf, A. and Thongpapanl, N.. Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process, Journal of Interactive Marketing, Volume 32, 2016.
Ashraf, A., Razzaque, M. and Thongpapanl, N.. The Role of Customer Regulatory Orientation and Fit in Online Shopping across Cultural Contexts, Journal of Business Research, Volume 69, Number 12, 2016.
Ashraf, A., Thongpapanl, N. and Auh, S.. The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption, Journal of International Marketing, Volume 22, Number 3, 2014.
Thongpapanl, N. and Ashraf, A.. Enhancing Online Performance through Website Content and Personalization, Journal of Computer Information Systems, Volume 52, Number 1, 2011.
Conference Proceedings and Presentations
Lapa, L., Ashraf, A. and Thongpapanl, N.. The Role of Trust Beliefs in Shaping M-commerce Usage Intention: The "Good" vs. the Efficient and Ethical M-retailer - American Marketing Association (AMA) Global Marketing SIG Special Conference, Santorini, Greece, 2018.
Ashraf, A., Thongpapanl, N. and Menguc, B.. Cross-national Difference in M-commerce Shoppers' Behaviors: The Role of M-commerce Readiness and Culture in Emerging and Developed Markets - American Marketing Association (AMA) Winter Marketing Educators' Conference, Orlando, Florida, 2017.
Ashraf, A. and Thongpapanl, N.. Cross-National Difference in M-commerce Shoppers' Behaviors: The Role of M-commerce Readiness and Culture in Emerging and Developed Markets - American Marketing Association (AMA) Global Marketing SIG Special Conference, Havana, Cuba, 2017.
Ashraf, A., Thongpapanl, N. and Menguc, B.. Know Thy M-commerce Customer, Know Thyself: Understanding Customer's Shopping Motivation and Underlying Regulatory Orientation - American Marketing Association (AMA) Winter Marketing Educators' Conference, Orlando, Florida, 2017.
Thongpapanl, N., Ashraf, A. and Lapa, L.. The Potential Benefits of Offering a Suitable Mobile Commerce Experience to Your Customers - Academy of Marketing Science (AMS) Conference, Coronado, California, 2017.
Ashraf, A., Thongpapanl, N. and Anwar, A.. The Role of Consumer Innovativeness in mobile Commerce Usage: a comparison of two Emerging Economies - Academy of Marketing Science (AMS) Conference, Coronado, California, 2017.
Ashraf, A. and Thongpapanl, N.. Cross-National Difference in M-commerce Shoppers' Behaviours: The Role of M-commerce Readiness and Culture in Emerging and Developed Markets - American Marketing Association (AMA) Winter Marketing Educators' Conference, Las Vegas, Nevada, 2016.
Ashraf, A. and Thongpapanl, N.. What does Regulatory Fit have to Do with the Online Customer’s Decision-making Process - Academy of Marketing Science WMC, Paris, France, 2016.
Ashraf, A., Razzaque, M. and Thongpapanl, N.. The Influence of Online Customers’ Regulatory Fit on Their Attitude and Purchase Intention - Academy of Marketing Science, Annual Conference, Denver, Colorado, 2015.
Ashraf, A. and Thongpapanl, N.. The role of regulatory focus and regulatory fit in the online shopping context - Management and Innovation Technology International Conference (MiTiCON), Pattaya, Thailand, 2014.
Ashraf, A. and Thongpapanl, N.. Adoption of E-Commerce: A Technology Acceptance Perspective - International Conference on Innovations in Engineering and Technology (ICIET), Bangkok, Thailand, 2013.
Ashraf, A., Akbar, A. and Razzaque, M.. Adoption of Online Shopping in South Asia: A Technology Acceptance Perspective - Academy of Marketing Science WMC, Melbourne, Australia, 2013.
Ashraf, A., Thongpapanl, N. and Razzaque, M.. Adoption of Online Shopping: A Technology Acceptance Perspective - Academy of Marketing Science, Annual Conference, Las Vegas, California, 2013.
Thongpapanl, N. and Ashraf, A.. Is More Information Content Always Good?: Investigating the Impact of Website Interface Features on E-Retailer's Sales Performance - Academy of Marketing Science Annual Conference, New Orleans, Louisiana, 2012.
Other Publications and Presentations
Thongpapanl, N. and Ashraf, A.. Revealing the Differential Effects of Customers' Regulatory Fit on Trust, Perceived Value, and M-commerce Use among Developing and Developed Countries, Hellenic American University, 2018.
Thongpapanl, N. and Ashraf, A.. Adopting M-commerce in Developing Countries: The Influences of Consumer Innovativeness on Perceived Risk, Cost, Ubiquity, Value, and Usage, Royal Bank International Research Seminar, 2017.