RESEARCH PROGRAM

Dr. Baek’s research focuses on understanding consumers in retail settings based on consumer behavior discipline. Her research has examined the effect of diverse retail factors on shoppers in on/offline environments. Her recent projects are aimed at investigating the interplay between consumers and technology-driven retail factors and provide insights into managing and enhancing the consumer experience in the digital retail era.

RESEARCH GRANT

National Research Foundation of Korea (한국연구재단). “비서구권 소비자의 관점에서 조명한 포용적 마케팅에 대한 소비자 반응 이해 (Exploring consumer responses to inclusive marketing through the lens of non-western consumers)” KRW 20,000K, Oct. 2024 – Sep. 2025, PI. (Collaborator: Ga-Eun(Grace) Oh @Lingnan University, HK)
Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art (Int.).” KRW 5,000K, April 2024 – March 2025, PI.
Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art.” KRW 4,000K, Dec. 2023 – Nov. 2024, PI.
Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art (Int.).” KRW 15,000K, April 2023 – March 2024, PI.
Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art.” KRW 3,000K, Dec. 2022 – Nov. 2023, PI.
National Research Foundation of Korea (한국연구재단). “Objective Interactivity of Virtual Product Experience in Digital Retailing (디지털 리테일 환경 내 가상 제품경험의 객체 상호작용성 연구).” KRW 75,000K, 2022-2025, PI.
Hanyang University (한양대학교). “Gain and losses of immersive consumer experiences: Effectiveness of VR as a communication tool (몰입형 소비자 경험의 득과 실: 커뮤니케이션 도구로서의 가상 현실 효과성 연구).” KRW 20,000K, 2022-2023, PI.
Undergraduate Research Innovation Scholarship (URIS). “Tactics of online product displays.” HK$ 50,000, 2021. Supervisor (equivalent to PI)
National Research Foundation (NRF) Korea. “K-Lifestyle Co-Creation of Young Vietnamese Consumers.” KRW 240,000K, 2020-2023, Co-I.
TRSM Advancement Grant, “The Enigma of Tech Engagement on Luxury Retailing.” CAD15,000, 2020-2021, Co-I.
Research Grant Council (RGC), Early Career Scheme (ECS), “Feeling Secure Inside These Walls: The Effect of Ceiling Height on Retail Consumers.” HK$ 642,460, 2020~2022, PI.
Social Sciences and Humanities Research Council (SSHRC), “Examining Environmental Elements on Variety Seeking Behavior in Retail Settings.” CAD7,000, 2019-2020, Co-I.
University Grants Committee (UGC), Start-up Fund for New Recruits, “Virtual Reality as a Communication Tool.” HK$ 495,311, 2018-2021, PI.

RESEARCH PUBLICATIONS

Hur, H. J. & Baek, E.* (2024). “Understanding Metaverse Consumers Through Escapism Motives: Focusing on Roblox and Zepeto” International Journal of Human-Computer Interaction [SSCI] (2023 IF = 3.4, Q1 in Ergonomics).
Qu, Y., & Baek, E.* (2024). “Assembled or unassembled? Different types of outfit coordination presentations in online fashion retailing,” Fashion and Textiles [SSCI] (2023 IF = 2.3, O1 in Materials Science, Textiles).
Baek, E., Park, E., & Oh, G.*, (2023). Understanding the relationship between the material self, belief in brand essence and luxury fashion rental,” Journal of Fashion Marketing and Management [SSCI] (2022 IF = 3.5, O3 in Business).
Qu, Y., & Baek, E.* (2023). “Let virtual creatures stay virtual: tactics to increase trust in virtual influencers,” Journal of Research in Interactive Marketing [SSCI] (2022 IF = 8.2, Q1 in Business).
Baek, E., Huang, Z., & Lee, S.* (2023) “Visual complexity = hedonic? Effects of visually complex packages on consumer perceptions and evaluations of products,” Journal of Retailing and Consumer Services, 74, 103435. [SSCI] (2022 IF = 10.4, Q1 in Business).
Baek, E., & Park, S.* (2022). Planned or Unplanned? Understanding the Shopping Behaviors and Experiences of Tourists. Journal of Vacation Marketing. [2022 IF = 5.1, Q2 in Hospitality, Leisure, Sport & Tourism]
Choo, H. J., Jang, J.*, Baek, E., Lee, H. K., & Kim, H. (2022). A Study on the Multidimensional Consumption Value of Vietnamese MZ Generation. Journal of Korean Society of Clothing and Textiles, 46(5), 848-867. [KCI] Best paper award at the Korean Society of Clothing and Textiles 2023, Spring.
Baek, E., Lee, H., & Oh, G.*, (2022). Understanding East Asian Consumers’ Responses to Inclusive Product Assortments. International Journal of Advertising [2022 IF = 6.7, Q1, Top 10% in Communication].
Baek, E, Haines, S., Fares, O., Huang, Z., Hong, Y., & Lee. S. M.* (2022). Defining digital fashion: Reshaping the field via a systematic review. Computers in Human Behavior, 137, 107407. [2021 IF = 8.957, Q1, Top 5% in Psychology, Experimental]
Baek, E.*, Huang, Z., & Lee, S. M. (2021). More Than What Meets the Eye: Understanding the Effects of Poly-Contextual Cues in Online Fashion Retailing. Journal of Retailing and Consumer Services, 60, 102504. [2020 IF = 7.135, Q1 in Business]
Baek, E., & Oh, G.* (2021). Diverse values of fashion rental service and contamination concern of consumers. Journal of Business Research. 123, 165-175. [2020 IF = 7.550, Q1 in Business]
Baek, E., Choo, H. J.*, Wei, X., & Yoon, S.Y. (2020). Understanding the virtual tours of retail stores: How can store brand experience promote visit intentions? International Journal of Retail & Distribution Management, 48(7), 649-666. [2019 IF = 2.321, Q2 in Business]
Song, H.K., Baek, E.*, & Choo, H. J. (2019). Try-on Experience with Augmented Reality Comforts Your Decision: Focusing on the Roles of Immersion and Psychological Ownership. Information Technology & People, 33(4), 1214-1234. [2019 IF = 2.495, Q2 in Information Science & Library Science]
Baek, E., Lee, H. K.*, & Choo, H. J. (2019). Cross-border online shopping experiences of Chinese shoppers. Asia Pacific Journal of Marketing and Logistics, 32(2), 366-385. [2019 IF = 2.511, Q2 in Business]
Jang, J. Y., Baek, E., Yoon, S-Y., & Choo, H. J.* (2018). Store Design: Visual Complexity and Consumer Responses. International Journal of Design. 12(2), 105-118. [2018 IF = 1.576, Q2 in Engineering, Multidisciplinary]
Baek, E., & Choo, H. J.* (2018). Everybody Loves Beauty? The Moderated Effect of Body Attractiveness among Young Koreans. Fashion & Textiles, 5(1), 16.
Baek, E., Choo, H. J.*, & Lee, S. M. (2018). Using Warmth as the Visual Design of a Store: Intimacy, Relational Needs, and Approach Intentions. Journal of Business Research. 88, 91-101. [2018 IF = 4.028, Q1 in Business]
Jang, J. Y., Baek, E.*, & Choo, H. J. (2018). Managing the Visual Environment of a Fashion Store: Effects of Visual Complexity and Order on Sensation-Seeking Consumers. International Journal of Retail & Distribution Management, 46(2), 210-216. Winner of the 2019 Emerald Literati Award [Highly Commended]. [2018 IF = 2.231, Q2 in Business]
Baek, E., Choo, H. J.*, Oh, H., & Yoon, S. Y. (2018). How consumers “see” a visually warm store: Differences between affective and cognitive processors. Journal of Consumer Behaviour, 17(2), 149-160. [SSCI]
Kim, D., Baek, E., & Choo, H. J.* (2017). A Study on Exposures to Selfie and Fashion Products in Social Network Service (SNS). Journal of Korean Society of Clothing Industry, 19(6), 701-711. [KCI]
Jung, H., Baek, E., & Choo, H. J.* (2017). Effects of Human Crowding and the Physical Attractiveness of Others on Customers in Stores. Journal of Global Fashion Marketing, 8(1), 69-82. [SCOPUS, KCI]
Oh, H., Janiszewski, C.*, Baek, E., Choo, H. J. & Yoon, S-Y. (2016). The Effect of Processing Modes and Lighting Types on Shoppers’ Engagement in a Store. Advances in Consumer Research, 44, 570-571.
Baek, E., & Choo, H. J.* (2015). The Effect of Peers’ Consumption on Hedonic Purchase Decisions. Social Behavior and Personality, 43(7), 1085-1100. [SSCI]
Choo, H. J., Rha, J-Y., Baek, E.*, & Kim, H. J. (2015). Human Ecology Research (2000-2013) on Sustainable Consumption of Natural Resources. Family and Environment Research, 53(1), 93-106. [KCI]
Baek, E., Choo, H. J.*, Yoon, S-Y., Jung, H., Kim, G., Shin, H., Kim, H., & Kim, H. (2015). An Exploratory Study on Visual Merchandising of an Apparel Store Utilizing 3D Technology. Journal of Global Fashion Marketing, 6(1), 33-46. [SCOPUS, KCI]
Choo, H. J.*, Lee, H. K., Baek, E., & Kwon, H. (2013). Research on Price Comparison of Fashion Brands in Global Market. Fashion Information and Technology, 10, 66-78. *Selected Media Coverage (June 29, 2015): Arirang News, “Why are foreign goods more expensive in Korea,” Available at https://www.youtube.com/watch?v=vDIAnSMveE4
Moon, H., Choo, H. J.*, Park, H. S., & Baek, E. (2013). The Roles of Benefit and Risk Perception in Ethical Fashion Consumption. Journal of Korean Society of Clothing and Textiles, 37(2), 159-173. [KCI]
Chu, W.*, Baek, E., & Ko, K. (2012). Jeju Air: Branding of a K-Pop Airline. Asia Marketing Journal, 14(4), 189-207.