SEOUL NATIONAL UNIVERSITY
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Education

  • 1991.3. - 1996.2. B.S. Department of Textiles, Merchandising & Fashion Design, Seoul National University
  • 1996.3. - 1998.2. M.S. Department of Textiles, Merchandising & Fashion Design, Seoul National University
  • 1998.8. - 2004.5. Ph.D. Specialization in International Retailing, Dept. Human Environment Design & Management, Michigan State University 

Recent Publications

  • Choi, A. R., Jang, J. Y., & Choo, H. J. (2019). Window creativity of a fashion store: Its effects on consumer emotions and behavioral intentions. Journal of the Korean Society of Clothing and Textiles, 44(1)
  • Song, H. K., Baek, E., & Choo, H. J. (2019). Try-on experience with augmented reality comforts your decision. Information Technology & People.
  • Hur, H. J., Jang, J. Y., & Choo, H. J. (2019). The effect of VR fashion shopping channel characteristics and consumer’s involvement in channel acceptance-Focusing on the vividness, interactivity and fashion involvement-. Journal of the Korean Society of Clothing and Textiles, 43(3), 725-741.
  • Baek, E., Lee, H. K., & Choo, H. J. (2019). Cross-border online shopping experiences of Chinese shoppers. Asia Pacific Journal of Marketing and Logistics.
  • Kwon, T. A., Choo, H. J., & Kim, Y. K. (2019). Why do we feel bored with our clothing and where does it end up?. International Journal of Consumer Studies.
  • Lee, H. K., & Choo, H. J. (2019). Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation. Journal of Business Research, 104, 170-182.
  • Choo, H. J., Nam, Y., Kim, S., & Son, J. (2019). Internalization of ideal beauty among Chinese immigrat women. The Journal of Image and Cultural Contents, 0(17), 375-396.
  • Hur, H. J., & Choo, H. J. (2019). Scale development and validation of tourist shopping value. Journal of Consumer Studies, 30(2), 85-116.
  • Jang, J. Y., Hur, H. J., & Choo, H. J. (2019). How to evoke consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value. Fashion and Textiles, 6(1), 12.
  • Kim, W. B., & Choo, H. J. (2019). The effects of SNS fashion influencer authenticity on follower behavior intention ?Focused on the mediation effect of fanship-. Journal of the Korean Society of Clothing and Textiles, 43(1), 17-32.
  • Lee, H. K., Ahn, S., & Choo, H. J. (2018). The effect of creative store display on creative consumption behavior: Focusing on the mediation role of creative consumer efficacy. Journal of Consumer Studies, 29(4), 77-95.
  • 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.
  • Baek, E., & Choo, H. J. (2018). Everybody loves beauty? The moderated effect of body attractiveness among young Koreans. Fashion and Textiles, 5(1), 16.
  • Baek, E., Choo, H. J., & Lee, S. H. M. (2018). Using warmth as the visual design of a store: Intimacy, relational needs, and approach intentions. Journal of Business Research, 88, 91-101.
  • Oh, H., Lee, H. K., Kim, J. M., & Choo, H. J. (2018). Effects of art in retail environments. The International Review of Retail, Distribution and Consumer Research, 28(3), 294-319.
  • 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.
  • Cui, Y. H., & Choo, H. J. (2018). Effect of Home-Host Country Psychic Distance (HHCPD) Perception of Chinese Tourists on Tourism Shopping Motivation and Fashion Brand Attitudes in Korea. Journal of the Korean Society of Clothing and Textiles, 42(1), 104-120.
  • Kwon, K. Y., Choo, H. J., & Lee, M. A. (2018). Effects of message sidedness of fashion salespersons on consumer behavior ?Focusing on the mediating effects of salespersons’ trust and cognitive effort-. Journal of the Korean Society of Clothing and Textiles, 42(1), 88-103.
  • Ahn, S., Cha, K. W., & Choo, H. J. (2018). Revalidation of creative consumer efficacy scale: Evaluation of creative tasks and the effect of task constraints. Journal of Consumer Studies, 29(1), 1-17.
  • 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), 210-226.
  • Kim, D. S., Baek, E., & Choo, H. J. (2017). The effect of self-presentation and self-expression attitude on selfie behavior in SNS. Fashion & Textile Research Journal, 19(5), 701-711.
  • Kim, H. S., & Choo, H. J. (2017). Workplace clothing norms and aesthetic labor of fashion store’s salesperson. Journal of the Korean Society of Design Culture, 23(4), 247-259.
  • Hur, H. J., Lee, H. K., & Choo, H. J. (2017). Understanding usage intention in innovative mobile app service: Comparison between millennial and mature consumers. Computers in Human Behavior, 73, 353-361
  • 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.
  • Lee, H. K., Kwon, K. Y., Choi, A., & Choo, H. J. (2016). Fashion Omni-Channel service acceptance based on consumer’s technology readiness. Journal of the Korean Society of Clothing and Textiles, 40(6), 1045-1061.
  • Hur, H. J., & Choo, H. J. (2016). An exploratory study on daily grooming ritual: Transition from private self to public self. Fashion & Textile Research Journal, 18(6), 812-824.
  • Youn, C., Kim, S. Y., Lee, Y., Choo, H. J., Jang, S., & Jang, J. I. (2016). Measuring retailers' sustainable development. Business Strategy and the Environment., 26(3), 385-398.
  • Hur, H. J., & Choo, H. J. (2016). Comforting or rewarding myself: Choices for self-gifting. Journal of Global Fashion Marketing, 7(4), 238-251.
  • Rim, H. B., Ahn, S., Cha, K. W., Choo, H. J., & Choi, M. Y. (2016). Scale development and validation of creative consumer efficacy scale. Journal of Consumer Studies, 27(3), 171-193.
  • Lee, J. Y., Koh, A. R., & Choo, H. J. (2016). Extending CSV through creating shared cultural value: A case study of Hyundai Motor Company, Journal of Consumer Studies, 27(2), 255-279.
  • Choi, Y. H., & Choo, H. J. (2016). Effects of chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands: The moderating role of country of salesperson. Journal of Retailing and Consumer Services, 28, 99-106.
  • Yun, S. J., & Choo, H. J. (2015). A qualitative study on market orientation of new designer brand. Journal of the Korean Society of Clothing and Textiles, 39(6), 838-851.
  • Son, J. A., Kim, S. Y., Choo, H. J., & Nam, Y. J. (2015). Clothing adaptation and clothing consumption behavior according to acculturation in married Chinese immigrant women. Journal of the Korean Society of Costume, 23(6), 972-986.
  • Yun, S. J., Jung, H. I., & Choo, H. J. (2015). Consumer experiences in fitting rooms in SPA stores. Fashion and Textiles, 2(1), 2-18.
  • Shin, H. S., Hur, H. J., & Choo, H. J. (2015). Consumer responses to stockouts in online fashion stores: Indicating effects of psychological reactance and emotion. Fashion & Textile Research Journal, 17(5), 770-780.
  • Lee, J. Y., Choo, H. J., & Lee, H. J. (2015). Fashion consumers’ purchase intention on cross-border online shopping. Fashion & Textile Research Journal, 17(5), 741-753.
  • Kim, S. Y., & Choo, H. J. (2015). Culture adaptive attitudes and donning practices of traditional dress among Japanese marriage immigrant women. Journal of the Korean Society of Costume, 65(6), 63-78.
  • Lee, H. K., Kim, J., Kim, E. T., & Choo, H. J. (2015). The effects of chinese tourists' perceived experiential value on product and store satisfaction. Fashion & Textile Research Journal pISSN, 17(4), 561-573.
  • Lee, H. K., Kim, D. S., Kwon, K. Y., & Choo, H. J. (2015). Effects of planned versus unplanned purchase on Chinese tourists’ emotions and attitudes toward fashion products ?Focused on the mediating role of shopping emotion-. Journal of the Korean Society of Clothing and Textiles, 39(4), 325-639.
  • Choi, Y. H., Yoon, N., & Choo, H. J. (2015). Consumer segmentation based on clothing purchasing behavior-The case of South Korea-, China Science and Technology Review, 37, 104-111.
  • Yoo, N., & Choo, H. J. (2015). The effect of mobile image exaggeration on product attitude. Fashion & Textile Research Journal pISSN, 17(3), 392-404.
  • Jang, J. I., & Choo, H. J. (2015). Consumption of counterfeit luxury fashion products based on the theory of planned behavior. Journal of the Korean Society of Clothing and Textiles, 39(3), 433-445.
  • Baek, E., & Choo, H. J. (2015). Effects of peer consumption on hedonic purchase decisions. Social Behavior and Personality: an international journal, 43(7), 1085-1099.
  • Lee, H. K., & Choo, H. J. (2015). Daily outfit satisfaction: the effects of self and others' evaluation on satisfaction with what I wear today. International Journal of Consumer Studies, 39(3), 261-268.
  • Choo, H. J., Rha, J. Y., Baek, E., & Kim, H. J. (2015). Original article : Human ecology research(2000-2013) on sustainable consumption of natural resources. Family and Environment Research, 53(1), 93-106.
  • An, M. N., Lee, M. A., & Choo, H. J. (2015). Study on the influence of service failure recovering responses on the justice perception of indifferent customers of fashion store. Journal of Distribution Research, 20(1), 1-34.
  • Choo, H. J., & Yoon, S. Y. (2015). Visual merchandising strategies for fashion retailers. Journal of Global Fashion Marketing, 6(1), 1-3.
  • Baek, E., Choo, H. J., Yoon, S. Y., Jung, H., Kim, G., Shin, 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. 

Research project involved

  • 2013.09.01 - 2020.08.31 Incubator for Creative Talents Collaborator Minister of Education in Clothing and Fashion, Republic of Korea, Brain Korea 21 Program
  • 2015.11.01-2018.10.31 The Era of Homo Creator: User Experience Design for Open Innovation Platform through the Creative Consumption Analysis Collaborator Minister of Education, Republic of Korea, Supporting Program for Joint Research
  • 2015.01.01-2015.12.31 Research and Analysis on Overseas and Domestic Fashion market PI Korea, Evaluation Institute of Industrial Technology, R&D management
  • 2014.09.01-2017.08.31 A cross-cultural study on the Influence of Visual merchandising factors of Fashion store on the Customer experience PI Minister of Education, Republic of Korea, Global Research, Network Program
  • 2013.09.01-2015.08.31 Development of Retail Curriculum & Research Roadmap for Empowerment Academic Capacity in Human Ecology Collaborator College of Human Ecology, Seoul National University, Intramural Research project 

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