Eun-soo Baek

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. Design/methodology/approach This research theoretically and empirically analyzes how each property of AR experiences affects consequential psychological s

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 The virtual tour stimuli were created using 360-degree photos of real stores. Participants explored the store virtually and then completed an online su

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/methodology/approach Two experimental conditions were utilized. Geographic cues depicted a famous shopping district in the retailer’s country (South Korea) or t

Abstract 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 consumers' perceptions/behaviors and the moderating role of consumers' processing styles. Results ( N = 181) showed that a visually warm (vs

Increasing global demand for inclusivity has resulted in a critical need to understand how consumers respond to inclusive marketing. Centering on skin color, which is an interminable inclusivity issue, this research examines how consumers in East Asian markets (e.g., China and South Korea) evaluate and respond to inclusive (vs. non-inclusive) beauty products in advertisements across three empirical studies. The different ethnic environments of consumers in Studies 1 A and 1B and consumers’ indiv

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. This study investigates the effect of an apparel store's VM on consumers' response with the S-O-R model. Theme-centric and product-centric VM strategie

This study investigates how users’ escapism motives and perceptions of technology influence their intentions to continue using metaverse platforms. To this end, a framework based on the technology acceptance model (TAM) is used to explore how the perceptions of two benefits—enjoyment and usefulness—as antecedents of continuance intention, are influenced by an individual’s escape motivations (self-suppression and self-expansion) and technological characteristics. A total of 248 responses, collect

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' consumption, interdependent people displayed greater purchase intention, whereas independent people exhibited nonsignificant changes in purchasing behavio

Abstract 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 effect of a woman’s body attractiveness with the consideration of participants’ gender and the dependence of participants’ self-worth on their ap

Abstract In the realm of retailing, various methods of product presentation exert a significant influence on consumers' perceptions and behaviors. In the context of fashion retailing, one crucial aspect of presentation revolves around outfit coordination (OC), which can be displayed in either an assembled or unassembled manner. Assembled OC entails displaying fashion items collectively on a body, while unassembled OC involves presenting them individually on a flat background. Drawing from the li