Research output per year
Research output per year
Personal profile
Research interests
Dr. Baek’s research focuses on understanding consumers in retail settings based on consumer behavior discipline. Her research has examined the effect of diverse retail factors on shoppers in on/offline environments. Her recent projects are aimed to investigate the interplay between consumers and technology-driven retail factors and provide insights into managing and enhancing the consumer experience in the digital retail era.
Research Grant
- Undergraduate Research Innovation Scholarship (URIS). “Tactics of online product displays.” HK$ 50,000, 2021. Supervisor
- National Research Foundation (NRF) Korea. “K-Lifestyle Co-Creation of Young Vietnamese Consumers.” KRW 240,000K (= HK$ 1,550,000), 2020-2023, Co-I.
- TRSM Advancement Grant, “The Enigma of Tech Engagement on Luxury Retailing.” CAD15,000 (=HK$ 85,900), 2020-2021, Co-I.
- RGC Grant, Early Career Scheme (ECS), “Feeling Secure Inside these Walls: The Effect of Ceiling Height on Retail Consumers.” HK$ 642,460, 2020~2022, PI.
- SSHRC, “Examining Environmental Elements on Variety Seeking Behavior in Retail Settings”, CAD7,000 (=HK$ 40,000), 2019-2020, Co-I.
- UGC Grant, Start-up Fund for New Recruits,”Virtual Reality as a Communication Tool.” HK$ 495,311, 2018-2021, PI.
Teaching
Dr. Baek has taught courses such as fashion marketing and research methods in various universities in South Korea and Cornell University in the US. In PolyU, she has been teaching Fashion Visual Merchandising (ITC3047) and Fashion Retail Promotion (ITC4062).
Education/Academic qualification
Master of Science in Business Administration, Seoul National University
Doctor of Philosophy in Textiles, Merchandising and Fashion Design, Seoul National University
Bachelor of Science, Yonsei University
Research output
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Diverse values of fashion rental service and contamination concern of consumers
Baek, E. & Oh, G. E. G., Feb 2021, In: Journal of Business Research. 123, p. 165-175 11 p.Research output: Journal article publication › Journal article › Academic research › peer-review
5 Citations (Scopus) -
More than what meets the eye: Understanding the effects of poly-contextual cues in online fashion retailing
Baek, E., Huang, Z. & Lee, S. H. M., May 2021, In: Journal of Retailing and Consumer Services. 60, 102504, 102504.Research output: Journal article publication › Journal article › Academic research › peer-review
Open Access -
Better With Diverse Contexts? the Effects of Contextual Diversity of Background on Consumption Imagery
Baek, E. & Huang, Z., Oct 2020, Advances in Consumer Research. Association for Consumer Research, Vol. 48. p. 1196-1196Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review
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Glimpse Into the Future Experience: When Is Virtual Reality Sampling Beneficial?
Baek, E., Oct 2020, Advances in Consumer Research. Association for Consumer Research, Vol. 48. p. 1032-1037Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review
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Try-on experience with augmented reality comforts your decision: Focusing on the roles of immersion and psychological ownership
Song, H. K., Baek, E. & Choo, H. J., 22 Jul 2020, (Accepted/In press) In: Information Technology and People.Research output: Journal article publication › Journal article › Academic research › peer-review
6 Citations (Scopus)
Prizes
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2019 Highly Commended Award
Baek, Eunsoo (Recipient), 2019
Prize: Honorary award › Honorary award (research)
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Emerald Literati 2019 Highly Commended Award
Baek, Eunsoo (Recipient), Oct 2019
Prize: Honorary award › Honorary award (research)
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Fashion and Textiles (Journal)
Eunsoo Baek (Editorial board member)
1 Jan 2020 → 31 Dec 2021Activity: Publication peer-review and editorial work › Editorial work for journals
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Korea Distribution Association (KODIA) (External organisation)
Eunsoo Baek (Executive member)
1 Jan 2020Activity: Office holder / membership of professional bodies › Office holder / member of board
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Journal of the Korean Society of Clothing and Textiles (Journal)
Eunsoo Baek (Editorial board member)
1 Jan 2020 → 31 Dec 2022Activity: Publication peer-review and editorial work › Editorial work for journals
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International Journal of Costume and Fashion (Journal)
Eunsoo Baek (Editorial board member)
1 May 2019 → 30 Apr 2022Activity: Publication peer-review and editorial work › Editorial work for journals
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Fashion & Textile Research Journal (Journal)
Eunsoo Baek (Editorial board member)
1 Jan 2019 → 31 Dec 2021Activity: Publication peer-review and editorial work › Editorial work for journals