• Source: Scopus
  • Calculated based on no. of publications stored in Pure and citations from Scopus

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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.


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