Education
Ph.D: University of Minnesota Minneapolis, MN, 2026 (Fashion Retailing and Consumer Studies)
Research and Practice Interests
My research has primarily focused on consumer behavior in virtual environments such as the metaverse, with particular emphasis on how the relationship between users and their avatars influences consumer behavior not only within virtual worlds but also in real-world consumption contexts.
Publications
Peer Reviewed Publications
Park, J., & Lee, Y. (2021. ) Luxury haul video creators’ nonverbal communication and viewer intention to subscribe on YouTube.Social Behavior and Personality, , 49 (6 ) ,1-15 More Information
Kim, N., Kim, T. H., & Park, J. (2023. ) Can data save small businesses? Benefits and challenges of data analytics adoption among small-sized retailers.Applied Marketing Analytics, , 9 (3 ) ,236-248 More Information
Park, J., & Kim, N. (2024. ) Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world.Journal of Global Fashion Marketing, , 15 (1 ) ,23-38 More Information
Park, J., & Kim, H-Y. (2024. ) Psychological Ownership of Avatars in the Metaverse: Its Key Antecedents and Outcomes.Journal of Consumer Behaviour, , 24 (1 ) ,332-346 More Information
Park, J., & Kim, H-Y. (2025. ) Avatars as Coping Mechanisms for Body Image Inadequacy: A Snapshot of Generation Z Consumers in the Metaverse.Clothing and Textiles Research Journal, , 0 (0 ) , More Information
Lee, G., Park, J., Kim, H-Y., & Manoj, D. (2026. ) Why Are Consumers Ambivalent About AI-Generated Images? The Moderating Role of Commercial Versus Noncommercial Content Type. .Journal of Consumer Behaviour, , 1-20 More Information