Firstly, in the introduction section, three respondents suggested that fashion
product brands and/or price ranges should be specified, as their answers would
vary depending on these criteria. Therefore, the high street brands were
described in the introduction, as follows: ‘Fashion products in this context
include apparel, shoes, bags, and accessories which are high street brands
such as H&M, Zara, Uniqlo and general Thai SMEs brands’.
Secondly, five respondents pointed out that they did not understand the terms
‘utilitarian values’ and ‘hedonic values’. Therefore, the term ‘utilitarian values’
was changed to ‘benefits that derive from shopping’ and the term ‘hedonic
values’ was replaced by ‘the enjoyment of shopping’.