Ewha Womans University · Business, Management and Accounting
Professor Minjung Park's research lab specializes in consumer behavior, digital retail, and emerging technologies, with a focus on how psychological, social, and technological factors influence consumer decision-making. The lab investigates topics such as brand perception, sustainable consumption, mass customization, fake news detection, fashion trend analysis, and virtual commerce in the metaverse. Using mixed-methods and advanced analytics—including machine learning, text mining, and social network analysis—the lab explores consumer motivations and behaviors in digital and virtual environments. The research integrates behavioral theory with real-world applications in fashion, e-commerce, and social media.
Figures are computed from collected data and may differ slightly.
Purpose The objective of the paper is to examine the effect of brand name and promotion on consumers' perceived value, store image, and purchase intention. Design/methodology/approach An experiment with a 2×2 (well known versus unknown brand name, promotion versus no promotion) between‐subjects factorial design was conducted and completed by 392 college students. Findings Brand name had a positive effect on consumers' perceived store image and promotion positively influenced consumers' perceived
The objective of this study was to explore impacts and benefits of mass customized products on emotional product attachment, favorable attitudes toward a mass customization program, and the ongoing effect on loyalty intentions. This study further investigated how benefits, attachment, attitudes, and loyalty intentions differed as a function of involvement and fashion innovativeness. 290 female online shoppers in South Korea participated in an online survey. Results of this study revealed that pe
Abstract Drawing on behavioral reasoning theory, this study investigated drivers of young consumers’ apparel donation behavior. By examining the impact of values (i.e., benevolence and power) and reasons (i.e., other‐oriented reasons and self‐oriented reasons) on attitudes, this study highlights the different motivations individuals have for donating clothing. As predicted, benevolence was positively related to other‐oriented reasons for donations and power was positively related to self‐oriente
As fake news spreads rapidly in social media, attempts to develop detection technology to automatically identify fake news are actively being developed, recently. However, most of them focus only on the linguistic and compositional characteristics of fake news (e.g., source or authors indication, length of a message, frequency of negative words). Compared to them, this study proposes a fake news detection model based on machine learning that reflects the characteristics of users, news content, a
Abstract This study aims to identify fashion trends with design features and provide a consumer-driven fashion design application in digital dynamics, by using text mining and semantic network analysis. We examined the current role and approach of fashion forecasting and developed a trend analysis process using consumer text data. This study focuses on analyzing blog posts regarding fashion collections. Specifically, we chose the jacket as our fashion item to produce practical results for our tr
The metaverse has fundamentally transformed remote interactions and retail commerce, providing virtual collaborative workplaces and vibrant digital shopping experiences. This study examines the consumption decisions of digital communities, emphasizing the relationship between metaverse users' social identity and their intention to purchase virtual products, mediated by site attachment and user engagement, and moderated by public self-consciousness. Confirmatory factor analysis and Models 6 and 5
Following the increasing popularity of mass customization in the online retailing environment, we investigated the effects of self-congruity and functional congruity on consumer responses. Female online shoppers ( N = 303) in South Korea participated in an online survey. The results showed that the match between ideal self-concept and the customized product was a strong determinant of emotional product attachment. Functional congruity influenced emotional product attachment and perceived quality
The growth of digital media usage has accelerated the development of big data technology. According to the agenda-setting theory, news media inform the public regarding major agendas and business cycles. This study investigated 168,786 news documents from 2016 to 2020 related the South Korea fashion business using Python. A total of 19 topics were extracted through latent Dirichlet allocation and then transformed into structured data using a time series approach to analyze significant changes in
This study examined if greater experiential values are provided when shopping via an AR mobile app compared to shopping via a general mobile website without AR. The mediating role of experiential values between the two shopping methods and customer loyalty as well as the moderating effect of task complexity between the two shopping methods and experiential values were further investigated. An exciting eyewear retailer’s mobile site and mobile app embedded with AR features were used. A total of 3
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