Sungkyunkwan University · Engineering
Professor Kun Chang Lee's research lab specializes in behavioral and strategic decision-making in digital and online environments, with a focus on consumer trust, satisfaction, and cognitive processing in mobile and online banking, e-commerce, and marketing. The lab integrates advanced analytical methods such as structural equation modeling, eye-tracking, fuzzy cognitive mapping (FCM), and partial least squares structural equation modeling (PLS-SEM) to explore complex relationships between technology quality, user perception, and behavioral outcomes. Key research directions include the impact of system and interface quality on user trust, gender differences in online visual attention, and the application of FCM for strategic simulation and knowledge-based decision support in dynamic environments. The lab also investigates emotional and rational appeals in sustainable marketing, emphasizing consumer heterogeneity and its implications for trust and word-of-mouth.
Figures are computed from collected data and may differ slightly.
As mobile technology has developed, mobile banking has become accepted as part of daily life. Although many studies have been conducted to assess users’ satisfaction with mobile applications, none has focused on the ways in which the three quality factors associated with mobile banking – system quality, information quality and interface design quality – affect consumers’ trust and satisfaction. Our proposed research model, based on DeLone and McLean’s model, assesses how these three external qua
Research has provided little evidence that trust in an offline bank can encourage adoption of the bank's online business. Yet, more and more brick-and-mortar banks and other businesses are investing in online Web sites that supposedly ldquoleveragerdquo positive consumer impressions of their offline business. The main purpose of this study is to test empirically whether or not trust in an offline bank transfers (i.e., influences) perceptions about that company's online bank. In order to do so, w
Growth in online marketing has been unprecedented, and mainstream shopping is shifting from traditional stores to online shopping channels. However, many aspects of online consumer behavior remain unaddressed. In particular, the effects of gender differences in visual attention on shopping attitudes are a great challenge in online retailers’ attempts to understand consumers’ cognitive processing and strategies. This study was designed to investigate the effects of gender on visual attention to o
The objective of this paper is to apply fuzzy cognitive map (FCM)-related techniques to (1) extract causal knowledge from a specific problem-domain, (2) construct a hierarchical knowledge base, and (3) perform a bi-directional inference. The causal knowledge base built by FCM can be described as a matrix form, guaranteeing mathematically compact operation compared with a production (if–then) knowledge base. Based on the causal knowledge base, we can break down a given decision problem into a mul
It is very difficult for strategic planning managers to fully understand complex chains of influence process of the changing environment on the per formance of implemented strategy. To resolve this kind of problem, this paper presents a mechanism of integrating fuzzy cognitive map knowledge with a strategic planning simulation, where a fuzzy cognitive map (FCM) helps decision makers under stand the complex dynamics between a certain strategic goal and related environmental factors. We use a diff
Open papers in the app to read, cite, and organize with AI.
