Research at FAST

Institute of Textiles & Clothing Institute of Textiles & Clothing 138 Qualification MS (SNU) PhD (SNU) Postdoc (Cornell) ORCID ID 0000-0001-5906-7937 Dr BAEK Eunsoo Assistant Professor Research Overview The research of Dr Baek focuses on understanding consumer behaviors in a fast-changing retail environment. Her research interest centers on exploring how consumers consciously or unconsciously perceive and interpret messages delivered via diverse means including store design, product display, AR/VR and respond to them. Her recent projects are aimed to investigate the interplay between consumers and technology-driven retail factors and provide insights into managing and enhancing shopping experience in the digital retail era. Representative Publications • Baek, E. , Choo, H.J.*, Wei, X., & Yoon, S.Y. ( 2020 ). Understanding the virtual tours of retail stores: How can store brand experience promote visit intentions? I n t e r na t i ona l J ou r na l o f Re t a i l & D i s t r i bu t i on Management. In Press • Song, H.K., Baek, E. *, & Choo, H.J. ( 2019 ). Try-on experience with augmented reality comforts your decision: focusing on the roles of immersion and psychological ownership. Information Technology & People • Baek, E. , Lee, H. K.*, & Choo, H.J. ( 2019 ). Cross-border online shopping experiences of Chinese shoppers. Asia Pacific Journal of Marketing and Logistics • 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 & Textiles, 5(1), 16 • Baek, E. , Choo, H. J.*, & Lee, S. H. ( 2018 ). Using warmth as the visual design of a store: intimacy, relational needs, and approach intentions. Journal of Business Research. 88, 91-101 • 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), 210-216 • 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 Representative Grants • RGC Grant, Early Career Scheme, PI. 2020 - 2022 • TRSM Advancement Grant, Co-PI. 2020-2021 • Social Sciences Humanities Council of Canada, Co-I. 2019 - 2020 Awards and Achievements • Emerald Literati Award [Highly Commended], International Journal of Retail & Distribution Management, 2019 • Best Paper Award [Honorable mention], Journal of Global Fashion Marketing, 2017 • Best Paper Award [Oral session], The Society of Fashion & Textile Industry, 2014 Editorial Board • Fashion and Textile, Springer • Fashion & Textile Research Journal • International Journal of Costume and Fashion • Journal of Korean Society of Clothing and Textiles