RESEARCH PROGRAM

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 at investigating 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

  • Hanyang University (ํ•œ์–‘๋Œ€ํ•™๊ต). “Funding for Humanity, Social Science, and Art (Int.).” KRW 5,000K, April 2024 โ€“ March 2023, PI.
  • Hanyang University (ํ•œ์–‘๋Œ€ํ•™๊ต). “Funding for Humanity, Social Science, and Art.” KRW 4,000K, Dec 2023 โ€“ Nov 2024, PI.
  • Hanyang University (ํ•œ์–‘๋Œ€ํ•™๊ต). “Funding for Humanity, Social Science, and Art (Int.).” KRW 15,000K, April 2023 โ€“ March 2024, PI.
  • Hanyang University (ํ•œ์–‘๋Œ€ํ•™๊ต). “Funding for Humanity, Social Science, and Art.” KRW 3,000K, Dec 2022 โ€“ Nov 2023, PI.
  • National Research Foundation of Korea (ํ•œ๊ตญ์—ฐ๊ตฌ์žฌ๋‹จ). “Objective Interactivity of Virtual Product Experience in Digital Retailing (๋””์ง€ํ„ธ ๋ฆฌํ…Œ์ผ ํ™˜๊ฒฝ ๋‚ด ๊ฐ€์ƒ ์ œํ’ˆ๊ฒฝํ—˜์˜ ๊ฐ์ฒด ์ƒํ˜ธ์ž‘์šฉ์„ฑ ์—ฐ๊ตฌ).” KRW 75,000K, 2022-2025, PI.
  • Hanyang University (ํ•œ์–‘๋Œ€ํ•™๊ต). “Gain and losses of immersive consumer experiences: Effectiveness of VR as a communication tool (๋ชฐ์ž…ํ˜• ์†Œ๋น„์ž ๊ฒฝํ—˜์˜ ๋“๊ณผ ์‹ค: ์ปค๋ฎค๋‹ˆ์ผ€์ด์…˜ ๋„๊ตฌ๋กœ์„œ์˜ ๊ฐ€์ƒ ํ˜„์‹ค ํšจ๊ณผ์„ฑ ์—ฐ๊ตฌ).” KRW 20,000K, 2022-2023, PI. 
  • โ€‹Undergraduate Research Innovation Scholarship (URIS). “Tactics of online product displays.” HK$ 50,000, 2021. Supervisor (equivalent to PI)
  • National Research Foundation (NRF) Korea. “K-Lifestyle Co-Creation of Young Vietnamese Consumers.” KRW 240,000K, 2020-2023, Co-I. 
  • TRSM Advancement Grant, “The Enigma of Tech Engagement on Luxury Retailing.” CAD15,000, 2020-2021, Co-I. 
  • Research Grant Council (RGC), Early Career Scheme (ECS), โ€œFeeling Secure Inside These Walls: The Effect of Ceiling Height on Retail Consumers.” HK$ 642,460, 2020~2022, PI. 
  • Social Sciences and Humanities Research Council (SSHRC), โ€œExamining Environmental Elements on Variety Seeking Behavior in Retail Settings.โ€ CAD7,000, 2019-2020, Co-I.
  • University Grants Committee (UGC), Start-up Fund for New Recruits, “Virtual Reality as a Communication Tool.” HK$ 495,311, 2018-2021, PI.

 

RESEARCH PUBLICATIONS