Eunsoo Baek

Eunsoo Baek
Hanyang University · Department of Clothing and Textiles

About

20
Publications
13,285
Reads
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210
Citations
Additional affiliations
August 2018 - present
The Hong Kong Polytechnic University
Position
  • Professor (Assistant)
September 2016 - July 2018
Cornell University
Position
  • PostDoc Position
September 2012 - August 2016
Seoul National University
Position
  • PhD

Publications

Publications (20)
Article
The field of digital fashion is rapidly evolving, yet what constitutes digital fashion, and how it should be defined has not been firmly established. This study aims to conceptualize and define digital fashion and its components (themes). Applying an inductive approach, we initially identified 10 keywords linked to digital fashion via a Twitter ana...
Article
While previous studies have examined the presence (vs. absence) of contextual cues or the product-context fit, the effect of multiple cues (poly-cue) remained underexplored. In response, this study investigated the effects of poly- (vs. mono-) cues on the valuation of a product and the underlying mechanism behind these effects. Findings suggest tha...
Article
Fashion rental service, as a form of collaborative consumption, has gained increasing attention in the fashion industry. However, due to the COVID-19 pandemic, fashion rental businesses need to strategically respond to consumers with heightened contamination concerns. This research aims to understand how diverse consumption values of fashion rental...
Article
Full-text available
Purpose As consumers spend more time shopping online, traditional retailers are facing a decline in on-site shoppers. To help the industry in the omnichannel era, we propose that a virtual tour of a store could affect brand equity and promote store visit intentions, based on a well-established brand experience account. Design/methodology/approach...
Article
Full-text available
Purpose The purpose of this paper is to understand how augmented reality (AR) try-on experiences facilitate consumers’ shopping decision. Focusing on the immersion and psychological ownership, the study investigated how the properties of AR experiences (environmental embedding (EE) and simulated physical control (SPC)) affect decision comfort. Des...
Article
Full-text available
Purpose The purpose of this paper is to investigate how geographic cues embedded in a website affect Chinese consumers’ cross-border shopping experiences. The study simultaneously explores the effect of telepresence on shoppers’ perceptions of product authenticity and their trust in retailers, key drivers of behavioral intentions. Design/methodolo...
Article
Full-text available
As in-store experience becomes increasingly important, retailers strive to create unique and memorable environments. A trend toward the goal is to emphasize decorative elements increasing store complexity, however, how such elevated store complexity would contribute to consumer response is yet to be explored. This study investigates the effect of v...
Article
Full-text available
Physical attractiveness affects people’s lives in numerous ways. This study examined the effect of a woman’s body attractiveness on favorability perception based on the ‘beauty-is-good’ stereotype in the context of South Korea. Body attractiveness was operationalized using tallness in Study 1 and slimness in Study 2. The two studies tested the effe...
Article
Full-text available
Store atmosphere can influence shoppers' perceptions and behaviors. This research contributes to the literature by showing that a visually warm store atmosphere can induce psychological warmth perception among in-store consumers. An empirical study was conducted to investigate the effect of warmth through a visually warm or cold store atmosphere on...
Research
Full-text available
This research aimed to understand selfie behavior in social networking sites (SNSs). The research was conducted on the basis of the functional theories of attitude, verified self-presentation attitude, and self-expression attitude that affect selfie behaviors (i.e., taking selfies, posting selfies, and taking selfies for fashion product exposure)....
Article
Full-text available
Purpose – The purpose of this paper is to investigate the effect of a fashion store’s visual complexity on consumers’ behaviour. Considering environmental order and individuals’ sensation-seeking tendencies, the authors examine the effect of visually complex fashion stores on consumers in a more conclusive way to address the inconsistent effect fou...
Article
Full-text available
This study examines how the physical attractiveness of other customers affects consumer emotions and behaviors in the context of human crowding in a fashion store. We propose that consumers’ store avoidance behaviors due to human crowding are affected by the physical attractiveness of other customers, and explain the mechanism as pleasure based on...
Article
Full-text available
We investigated how peer consumption of goods influences consumers' decision making. Focusing on hedonic products with emotional, experiential, but functional benefits, we conducted an empirical study with 200 Korean women aged in their 20s. Utilizing self-construal as the moderator, results indicated that when participants viewed their peers' cons...
Article
Full-text available
The purpose of this study is to understand what we have learnt thus far on the sustainable consumption of natural resources by household in Korea. We propose a two-wing model designating households as the main agent of sustainable living where both the production of human resources and the consumption of natural resources take place. In the current...
Article
Full-text available
To provide a competitive edge against the rapid growth of online stores, offline stores' physical environments have become more important in attracting consumers. Visual design and display of items and décor for better communication with consumers is known as visual merchandising (VM), which enhances shoppers' in-store exploration and experience. T...
Article
Full-text available
This research investigates the mechanism of ethical fashion consumption by examining the effects of benefit and risk perception on ethical fashion consumption attitudes and behavioral intention. To test the hypotheses, 300 female consumers between the ages of 20 and 49 were invited as study participants. The reliability and the validity of multi-it...

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