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/purchase decisions.
Dr. Ki's research interests include, but are not limited to:
How fashion industry can achieve sustainable development through a circular economy and stakeholder engagement: A systematic literature review
Towards a circular economy: Understanding consumers’ moral stance on corporations’ and individuals’ responsibilities in creating a circular fashion economy
AI voice assistant service: "Can an intelligent personal assistant (IPA) be your friend? Para-friendship development mechanism between IPAs and their users"
Influencer marketing: "The mechanism by which social media influencers persuade consumers: The role of consumers' desire to mimic"
Sustainable versus conspicuous luxury fashion purchase: Applying self‐determination theory
Pleasure and guilt: How do they interplay in luxury consumption?