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.



  • Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art.” KRW 15,000K, April 2023 – March 2024, PI.
  • Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art.” KRW 3,000K, Dec 2022 – Nov 2023, PI.
  • National Research Foundation of Korea (한국연구재단). “Objective Interactivity of Virtual Product Experience in Digital Retailing (디지털 리테일 환경 내 가상 제품경험의 객체 상호작용성 연구).” KRW 75,000K, 2022-2025, PI.
  • Hanyang University (한양대학교). “Gain and losses of immersive consumer experiences: Effectiveness of VR as a communication tool (몰입형 소비자 경험의 득과 실: 커뮤니케이션 도구로서의 가상 현실 효과성 연구).” KRW 20,000K, 2022-2023, PI. 
  • 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), “Feeling 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), “Examining Environmental Elements on Variety Seeking Behavior in Retail Settings.” 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.