Digital Retailing (AR/VR, AI, Influencer Marketing), Fashion and Consumer Psychology, Sustainable Consumer Behavior, Fashion Brand Marketing Strategy, Corporate Social Responsibility & Cause Related Marketing, Tourism Marketing
Education
Ph.D. Retailing and Fashion Marketing, University of Tennessee, Knoxville, USA
M.S. Fashion Merchandising, Florida State University, Tallahassee, USA
B.A. Fashion Design, Sungkyunkwan University, Seoul, Republic of Korea
Experience
2023 - Current. Associate Professor. Fashion Design. Sungkyunkwan University
2017 - 2022. Assistant Professor. Consumer and Design Sciences, Auburn University, Alabama, USA
2019-Current. Editorial Board Member. Journal of Global Fashion Marketing
2024-Current. Editorial Board Member. Clothing Textile and Apparel Association
2025. 편집위원. 한국의류학회
Journal Articles
(2026)
Z세대 소비자의 진보적 정치 성향이
패션 브랜드 구매의도에 미치는 영향
- 지각된 환경적 브랜드 액티비즘과 브랜드 태도의 이중 매개효과.
복식.
76,
4
(2026)
Talk to me like a human: How AI chatbot message tone, recommendation type, and personalization drive consumers' continuance intention.
JOURNAL OF CONSUMER BEHAVIOUR.
1,
1
(2026)
패션 산업에서 가상 옥외광고가 실재감과 제품 가치에 미치는 영향 -정보처리 성향의 조절효과
Impact of Faux Out-Of-Home (FOOH) Advertising on Perceived Realism and Product Value in Fashion Industry -Moderating Role of Cognitive Processing Style.
한국의류학회지.
50,
20
(2026)
Personalized fit or digital distraction? Examining assessment orientation and self-presence in 3D self-avatar virtual try-on.
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION.
1,
1
(2025)
Impact of virtual influencers in fashion CSR advertising: Mediating role of brand coolness and mimetic desire.
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS.
1,
1
(2025)
Integrative analysis of antecedents and consequences of TikTok impulse buying behavior: the moderating role of trust propensity and self-congruence.
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS.
38,
2
(2025)
The impacts of the dual path of awe on volunteer tourism.
JOURNAL OF HOSPITALITY AND TOURISM MANAGEMENT.
63,
1
(2025)
Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception.
JOURNAL OF RESEARCH IN INTERACTIVE MARKETING.
19,
3
(2025)
Wonder Works Wonders: The Interactive Effects of Awe and Message Appeals on Donation Intentions Toward Heritage Sites Through Self Sizes.
JOURNAL OF TRAVEL RESEARCH.
65,
4
(2025)
The Baby Animal Effect in Wildlife Conservation Advertising.
JOURNAL OF ADVERTISING RESEARCH.
65,
4
(2025)
Deciphering the digital evolution: strategic insights into the Korean fashion industry through advanced analytical perspectives.
FASHION AND TEXTILES.
12,
1
(2025)
인플루언서 콜라보레이션 제품의 특성이 브랜드 애착, 제품 태도, 구매의도에 미치는 영향: 인플루언서 상호작용성과 공동구매 경험의 조절효과.
패션 비즈니스.
29,
1
(2024)
자아 개념 특성이 과시적 소비와 위조 명품 패션 상품의 구매의도에 미치는 영향 - 사회적 비교 성향의 조절효과를 중심으로 -.
복식.
74,
6
(2024)
Factors Influence TikTok Users’ Impulse Buying Behavior : The Mediating Roles of Parasocial Relationships and Loyalty.
소비문화연구.
27,
2
(2024)
인공지능 챗봇 관계유형과 패션상품 추천유형이 챗봇 지속 사용의도에 미치는 영향 - 지각된 유용성과 즐거움, 사용자 저항감을 중심으로 -.
한국디자인포럼.
29,
2
(2023)
How Resource Scarcity by Covid-19 Influences Social Isolation and Hoarding Behavior Through Negative Mental States: The Moderating Role of Temporal Orientation.
소비문화연구.
26,
4
(2023)
How augmented reality can improve e-commerce website quality through interactivity and vividness: the moderating role of need for touch.
JOURNAL OF FASHION MARKETING AND MANAGEMENT.
27,
5
(2023)
Do Augmented and Virtual Reality Technologies Increase Consumers' Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals.
CLOTHING AND TEXTILES RESEARCH JOURNAL.
41,
2
(2023)
Awe and guilt: Desirability and feasibility appeals in social media green campaigns.
JOURNAL OF CONSUMER BEHAVIOUR.
22,
2
(2023)
Influencing factors toward e-shoppers' adoption of green last-mile delivery.
INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT.
51,
2
