@article{kim_jin_shin_2022, title={Virtual reality as a promotion tool for small independent stores}, volume={64}, ISSN={["1873-1384"]}, DOI={10.1016/j.jretconser.2021.102822}, abstractNote={Based on flow theory, we examined whether, compared to conventional online stores, 360-degree based virtual reality (VR) videos of a small independent store can enhance customers' store experience and their responses to the store through heightened flow state. Two types of stimuli creating different experiences were used for the experiments. The first stimulus type was a 360-degree VR video experience where respondents experienced the store of a small fashion retailer. The second was a website experience exploring the website of the same store. Results indicate that customers' VR experience (i.e., exploring the physical store in a VR setting), compared to website experience (i.e., exploring the same store's online store), enhanced their flow state, which, in turn, increased interest and visit intention toward the store. The findings suggest that 360-degree VR videos can be an effective customer acquisition tool for small retailers with limited resources because the software and hardware required to operate 360-degree VR videos are inexpensive and less complicated for small companies.}, journal={JOURNAL OF RETAILING AND CONSUMER SERVICES}, author={Kim, Gwia and Jin, Byoungho and Shin, Daeun Chloe}, year={2022}, month={Jan} }
 @article{jin_kim_2021, title={Assessing Malaysia and Indonesia as emerging retail markets: an institution-based view}, volume={11}, ISSN={["1758-6690"]}, url={https://doi.org/10.1108/IJRDM-05-2020-0187}, DOI={10.1108/IJRDM-05-2020-0187}, abstractNote={PurposeDespite the significant potential of Malaysia and Indonesia as emerging Southeast Asian retail markets, their nuanced differences in relation to global retailers have not been fully analyzed. Drawing the institutional theory, this study analyzed the institutional environments of Malaysian and Indonesian markets contrasting their similarities and differences in formal (i.e. explicit, regulatory) and informal (i.e. tacit normative and cultural-cognitive) institutions.Design/methodology/approachThe analysis of this exploratory is based on a large number of publicly available sources, including research papers, government documents and reports. The paper triangulated the validity of the data with multiple sources, including scholars, business professionals and government officers at the chamber of commerce in the countries.FindingsAlthough the two countries adjacently located in Southeast Asia share Islam as a major religion and the Bahasa language, there are significant differences in their formal institutions related to the retail environment, such as openness to foreign investment and retail infrastructure. Based on the analyses, this study provided recommendations for global retail companies targeting or planning to enter the Malaysian and Indonesian markets.Originality/valueThis paper was an original application of institutional theory to Malaysia and Indonesia and analyzed the two emerging economies where institutions vary and are less visible to many multinational companies.}, journal={INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT}, publisher={Emerald}, author={Jin, Byoungho Ellie and Kim, Gwia}, year={2021}, month={Nov} }
 @article{jin_kim_moore_rothenberg_2021, title={Consumer store experience through virtual reality: its effect on emotional states and perceived store attractiveness}, volume={8}, ISSN={["2198-0802"]}, DOI={10.1186/s40691-021-00256-7}, abstractNote={Abstract Based on the stimuli-organism-response model, this study aims to examine whether consumers’ store experience through virtual reality (VR), compared to website experience, can attract them enough to perceive the online store as appealing. Two types of stimuli were developed for the experiments: consumers’ VR store experience (106 data) (i.e., having respondents experience 360-degree-based VR store videos recorded at a fashion retailer) and store website experience (107 data) (i.e., having respondents experience the same store’s website). The results revealed that relative to an ordinary store website, consumers’ VR store experience evoked positive emotions and increased perceived store attractiveness. This study also discovered that store familiarity does not moderate the relationship between the two store experience types and evoked emotions, implying that VR technology is effective regardless of consumers’ familiarity with a store. Text analytics were also utilized, providing additional insights about their VR store experiences. This study suggests an effective method for online retailers to emulate an attractive store environment and entice consumers through VR, regardless of the retailers’ fame. Specifically, it demonstrates the effectiveness of VR over website in enhancing store attractiveness, an under-studied area.}, number={1}, journal={FASHION AND TEXTILES}, author={Jin, Byoungho and Kim, Gwia and Moore, Marguerite and Rothenberg, Lori}, year={2021}, month={May} }
 @article{kim_shin_kim_2021, title={Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands}, volume={8}, ISSN={["2198-0802"]}, DOI={10.1186/s40691-020-00224-7}, abstractNote={Abstract In the fashion and retail industry, a group of startups, referred to as Direct-to-Consumer (DTC) brands, are proliferating. DTC brands are defined as e-commerce brands that sell directly to consumers, without retailer ‘middlemen’ like department stores. They typically begin as a purely online business, fully leveraging digital channels for marketing and selling. Given the limited research on the topic, this paper aims to identify determinants of consumers’ attitudes and re-purchase intentions toward DTC brands. The initial qualitative phase of in-depth interviews with frequent DTC shoppers, resulted in the identification of eight determinants. The subsequent quantitative analysis with 210 US DTC shoppers confirmed that co - creation , cost - effectiveness , website attractiveness , brand uniqueness , social media engagement , and innovativeness of DTC brands significantly influence consumers’ attitudes while cost - effectiveness (indirectly), brand uniqueness , social media engagement , and brand innovativeness affect consumers re-purchase intentions. The findings offer insights for aspiring entrepreneurs and incumbent retailers on strengthening their value propositions.}, number={1}, journal={FASHION AND TEXTILES}, author={Kim, Naeun Lauren and Shin, Daeun Chloe and Kim, Gwia}, year={2021}, month={Jan} }