| The Application of the Technology Acceptance Model Under Different Cultural Contexts: The Case of Online Shopping Adoption AR Ashraf, NT Thongpapanl, S Auh Journal of International Marketing 22 (3), 68-93, 2014 | 483 | 2014 |
| Enhancing online performance through website content and personalization NT Thongpapanl, AR Ashraf Journal of Computer Information Systems 52 (1), 3, 2011 | 164 | 2011 |
| The Role of M-commerce Readiness in Emerging and Developed Markets AR Ashraf, N Thongpapanl, B Menguc, G Northy Journal of International Marketing, 2017 | 131 | 2017 |
| The Connection and Disconnection between E-commerce Businesses and Their Customers: Exploring the Role of Engagement, Perceived Usefulness, and Perceived Ease-of-use AR Ashraf, N Thongpapanl, S Spyropoulou Electronic Commerce Research and Applications, 2016 | 110 | 2016 |
| Strategic imperatives of mobile commerce in developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on usage A Anwar, N Thongpapanl, AR Ashraf Journal of Strategic Marketing, 1-21, 2020 | 106 | 2020 |
| Differential Effects of Customers' Regulatory Fit on Trust, Perceived Value, and Mcommerce Use among Developing and Developed Countries N Thongpapanl, AR Ashraf, L Lapa, V Venkatesh Journal of International Marketing, 2018 | 76 | 2018 |
| Perceived values and motivations influencing m-commerce use: A nine-country comparative study AR Ashraf, N Thongpapanl, A Anwar, L Lapa, V Venkatesh International Journal of lnformation Management 59 (4), 2021 | 75 | 2021 |
| Connecting with and converting shoppers into customers: Investigating the role of regulatory fit in the online customer's decision-making process AR Ashraf, N Thongpapanl Journal of Interactive Marketing 32 (1), 13-25, 2015 | 55 | 2015 |
| AI-powered marketing: What, where, and how? V Kumar, AR Ashraf, W Nadeem International Journal of Information Management, 2024 | 54 | 2024 |
| The Role of Customer Regulatory Orientation and Fit in Online Shopping across Cultural Contexts AR Ashraf, M Razzaque, NT Thongpapanl Journal of Business Research 69 (12), 6040-6047, 2016 | 53 | 2016 |
| Thongpapanl Tek AR Ashraf N., Anwar, A., Lapa, L., & Venkatesh 2021, 0 | 35 | |
| Narongsak (Tek) Thongpapanl, and Seigyoung Auh (2014),“The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption,” AR Ashraf Journal of International Marketing 22 (3), 68-93, 2014 | 30 | 2014 |
| Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy W Nadeem, S Alimamy, AR Ashraf Journal of Retailing and Consumer Services 70, 103150, 2023 | 23 | 2023 |
| Influence of social augmented reality app usage on customer relationships and continuance intention: The role of shared social experience KY Wang, AR Ashraf, NT Thongpapanl, O Nguyen Journal of Business Research 166, 114092, 2023 | 19 | 2023 |
| Perceived deception and online repurchase intention: The moderating effect of product type and consumer regulatory orientation X Wang, AR Ashraf, N Thongpapanl, KY Wang Journal of Consumer Behaviour, 2022 | 10 | 2022 |
| The logo ‘visual thickness effect’: When and why it boosts brand personality A Eyni, N Thongpapanl, AR Ashraf, KY Wang Journal of Consumer Behaviour, 2023 | 6 | 2023 |
| The role of consumer innovativeness in mobile commerce usage: A comparison of two emerging countries: An abstract AR Ashraf, N Thongpapanl, A Anwar Back to the Future: Using Marketing Basics to Provide Customer Value …, 2018 | 3 | 2018 |
| The Potential Benefits of Offering Suitable Mobile Commerce Experience to Your Customers: An Abstract N Thongpapanl, AR Ashraf, L Lapa Back to the Future: Using Marketing Basics to Provide Customer Value …, 2018 | 3 | 2018 |
| Acting on impulse: the role of emotion, gender identity and immersion in driving impulse behavior KY Wang, A Ashraf, N Thongpapanl, C Ferreira, C Selcuk, T Green Electronic Commerce Research, 1-41, 2024 | 1 | 2024 |
| Telling (mis)fitting new product stories: The role of consumer orientations, product innovativeness, and message framing on new product evaluations AR Ashraf, N Thongpapanl, M Hultman, A Anwar Journal of Product Innovation Management, 2024 | | 2024 |
Narongsak (Tek) ThongpapanlGoodman School of Business, Brock UniversityVerified email at brocku.ca
