Dr. Ki's Research Interests

At the core, Dr. Ki’s research interests lie in consumer psychology and behavior and linking it to diverse consumption contexts aimed at identifying the core values and emotions of consumers that encourage or discourage their choice decisions.

Dr. Ki's research interests include, but are not limited to:

Luxury Fashion

The mechanism behind sustainable luxury consumption compared to conspicuous luxury consumption
The interplay between pleasure and guilt in luxury consumption
Wise consumer choices in online secondhand luxury shopping

Related Publications

Luxury Fashion

Wise consumer choices in online secondhand luxury (OSHL) shopping: An integrated model of motivations, attitudes, and purchase intentions for OSHL as wise, conspicuous, and sustainable consumption

Pleasure and guilt: How do they interplay in luxury consumption?

Sustainable versus conspicuous luxury fashion purchase: Applying self‐determination theory

Sustainable luxury fashion consumption and the moderating role of guilt

Digital Technology Mediated Fashion Retail & Marketing

Social media influencer marketing

Gaming e-commerce

Livestream shopping

Related Publications

Digital Technology Mediated Fashion Retail and Marketing

Bridging the trust gap in influencer marketing: Ways to sustain consumers’ trust and assuage their distrust in the social media influencer landscape.

Can consumers’ gamified, personalized, and engaging experiences with VR fashion apps increase in-app purchase intention by fulfilling needs?

Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs.

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic.

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Circular Fashion

A systematic literature review exploring the path to achieving true circularity in the fashion industry
Consumer's and corporate's moral responsibility for creating a circular fashion

Development and validation of the FashionReady4CE scales to evaluate change readiness for a circular economy in Chinese fashion organizations

Related Publications

Circular Fashion

Assessing Chinese fashion organizations’ change readiness for the circular economy (FashionReady4CE): Development and validation of FashionReady4CE scales

Consumer versus corporate moral responsibilities for creating a circular fashion: Virtue or accountability?

Toward a circular economy: Understanding consumers’ moral stance on corporations’ and individuals’ responsibilities in creating a circular fashion economy.

How fashion can achieve sustainable development through a circular economy and stakeholder engagement: A systematic literature review

Artificial Intelligence & Human-Computer Interaction

Intelligent personal assistant (IPA)

Virtual human / virtual influencer

Avatars, digital fashion, and NFTs in metaverse

Related Publications

AI and human-computer interaction

Can an intelligent personal assistant (IPA) be your friend? Para-friendship development mechanism between IPAs and their users.

Clothes made of pixels and bits: An AI-driven topic modelling analysis of fashion NFTs compared to digital fashion.

Metaverse and fashion consumers: Exploring the meanings consumers attach to the metaverse, avatars, and digital fashion.

Are virtual fashion influencers (VFIs) cool and eerie? Effects of VFIs’ form- and behavioral-realism on consumer ambivalence.