Apiradee Wongkitrungrueng

The role of live streaming in building consumer trust and engagement with social commerce sellers

Apiradee Wongkitrungrueng, N. Assarut, 2020, Journal of Business Research.

Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

Apiradee Wongkitrungrueng, N. Assarut, N. Dehouche, 2020 .

The Cake Looks Yummy on the Shelf up There: The Interactive Effect of Retail Shelf Position and Consumers’ Personal Sense of Power on Indulgent Choice

Sankar Sen, Apiradee Wongkitrungrueng, A. Valenzuela, 2018, Journal of Retailing.

The Path of ‘No’ Resistance to Temptation: Lessons Learned from Active Buddhist Consumers in Thailand

Apiradee Wongkitrungrueng, Panitharn Juntongjin, 2022, Religions.

Customer deference to service providers in ordinary service encounters

Sankar Sen, Apiradee Wongkitrungrueng, Krittinee Nuttavuthisit, 2019, Journal of Service Theory and Practice.

Is Salesperson Attractiveness a Boon or a Bane? The Moderating Role of Perceived Labor Cost‐To‐Price Ratio in Retail Bargaining

Sankar Sen, Apiradee Wongkitrungrueng, Krittinee Nuttavuthisit, 2020 .

When art meets mall: impact on shopper responses

Apiradee Wongkitrungrueng, N. Assarut, Ana Vukadin, 2018 .

Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences

L. Suprawan, Apiradee Wongkitrungrueng, 2023, Int. J. Hum. Comput. Interact..