@article{ruan_xu_lee_2022, title={Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach}, volume={14}, ISSN={["2071-1050"]}, url={https://doi.org/10.3390/su14127475}, DOI={10.3390/su14127475}, abstractNote={With the rise of the sharing economy, luxury fashion rental (LFR) services have seen significant growth by providing sustainable consumption options to newcomers in the luxury fashion market. Several studies have analysed consumer motivations for luxury and collaborative consumption; however, limited research has examined consumer behaviour towards LFR, focusing on the collaborative consumption perspective but overlooking the influence of the characteristics and values of luxury fashion products. Therefore, this study seeks to identify consumer motivations for LFR from both the luxury consumption and collaborative consumption perspectives. Specifically, this study aims to: (1) identify motivations for LFR by reviewing the relevant literature; (2) propose a classification of LFR motivations (intrinsic versus extrinsic) by following self-determination theory; and (3) statistically evaluate and confirm said classification. To this end, data were collected from 359 U.S. consumers via an online survey. Subsequently, a second-order confirmatory factor analysis was conducted to confirm the validity of the second-order hierarchical structure. The findings show that intrinsic LFR motivations include hedonic benefits, uniqueness, and sustainability, while extrinsic motivations include economic benefits, social norms, smart shopping, and ego defence. To conclude this paper, theoretical and practical implications are discussed and recommendations for future studies are presented.}, number={12}, journal={SUSTAINABILITY}, publisher={MDPI AG}, author={Ruan, Yanwen and Xu, Yingjiao and Lee, Hanna}, year={2022}, month={Jun} }
 @article{lee_xu_2022, title={Influence of motivational orientations on consumers' adoption of virtual fitting rooms (VFRs): moderating effects of fashion leadership and technology visibility}, volume={15}, ISSN={["1754-3274"]}, url={https://doi.org/10.1080/17543266.2022.2048423}, DOI={10.1080/17543266.2022.2048423}, abstractNote={ABSTRACT Virtual fitting rooms (VFRs) provide consumers with a fitting experience comparable to in-store fitting. However, despite the great potential of VFRs, their adoption is still in the preliminary stage. The purpose of this study was to investigate the relationship between consumers’ motivational orientations, perceptions, and their adoption intentions toward VFRs. Additionally, the moderating effects of fashion leadership and technology visibility were examined. Data were collected from 324 Korean consumers and analysed using structural equation modelling as well as multi-group comparisons. The results reveal that respective motivational orientations exerted significant influence on consumers’ perceived functional and experiential values toward VFRs, which, in turn, had a positive influence on their adoption intention. Results also suggest that fashion leadership and technology visibility moderated the importance of rendering functional and experiential features of VFRs in increasing consumer adoption of VFRs.}, number={3}, journal={INTERNATIONAL JOURNAL OF FASHION DESIGN TECHNOLOGY AND EDUCATION}, author={Lee, Hanna and Xu, Yingjiao}, year={2022}, month={Sep}, pages={297–307} }
 @article{lee_xu_porterfield_2022, title={Virtual Fitting Rooms for Online Apparel Shopping: An Exploration of Consumer Perceptions}, volume={2}, ISSN={["1552-3934"]}, DOI={10.1111/fcsr.12428}, abstractNote={This study used a qualitative approach to unveil consumer perceptions and adoption intention toward virtual fitting rooms for their online apparel shopping. Two focus group interview sessions were conducted with a total of 21 students at a southeast university in the U.S. (12 females and 9 males; age range 23 to 31 years). The qualitative data were analyzed according to the desirability–feasibility framework, and five central categories emerged: utilitarian benefits, experiential benefits, social benefits, technical concerns, and personal concerns. Additionally, several subcategories emerged belonging to one of the two key dimensions, either perceived desirability or feasibility.}, journal={FAMILY & CONSUMER SCIENCES RESEARCH JOURNAL}, author={Lee, Hanna and Xu, Yingjiao and Porterfield, Anne}, year={2022}, month={Feb} }
 @article{lee_xu_porterfield_2021, title={Antecedents and moderators of consumer adoption toward AR-enhanced virtual try-on technology: A stimulus-organism-response approach}, volume={11}, ISSN={["1470-6431"]}, url={https://doi.org/10.1111/ijcs.12760}, DOI={10.1111/ijcs.12760}, abstractNote={Abstract}, journal={INTERNATIONAL JOURNAL OF CONSUMER STUDIES}, publisher={Wiley}, author={Lee, Hanna and Xu, Yingjiao and Porterfield, Anne}, year={2021}, month={Nov} }
 @article{lee_hwang_2021, title={Consumers' acceptance and diffusion of word-of-mouth in social brand community: the moderating effect of self-monitoring}, volume={25}, url={https://doi.org/10.1108/JFMM-02-2019-0030}, DOI={10.1108/JFMM-02-2019-0030}, abstractNote={PurposeThe purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of self-monitoring.}, number={1}, journal={Journal of Fashion Marketing and Management: An International Journal}, publisher={Emerald}, author={Lee, Hanna and Hwang, Sun-Jin}, year={2021}, month={Feb}, pages={1–23} }
 @article{lee_xu_porterfield_2021, title={Consumers' adoption of AR-based virtual fitting rooms: from the perspective of theory of interactive media effects}, volume={25}, url={https://doi.org/10.1108/JFMM-05-2019-0092}, DOI={10.1108/JFMM-05-2019-0092}, abstractNote={PurposeThe purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.}, number={1}, journal={Journal of Fashion Marketing and Management: An International Journal}, publisher={Emerald}, author={Lee, Hanna and Xu, Yingjiao and Porterfield, Anne}, year={2021}, month={Feb}, pages={45–62} }
 @article{lee_leonas_2021, title={Millennials' Intention to Use Self-Checkout Technology in Different Fashion Retail Formats: Perceived Benefits and Risks}, volume={39}, ISSN={["1940-2473"]}, url={https://doi.org/10.1177/0887302X20926577}, DOI={10.1177/0887302X20926577}, abstractNote={ With an increase in automation, fashion retailers started to offer a self-checkout option in their stores to meet diverse consumers’ demand. Self-checkout technology has great potential to enhance the shopping experience of millennials, who increasingly dominate the market with increasing buying power, placing convenience as their top priority in the shopping process. However, despite the potential, it is unclear what drives and inhibits millennials to use self-checkout in the fashion retail context. Therefore, the aim of this study is to examine millennials’ intention to use self-checkout in the fashion retail environment with regard to their perceptions of benefits and risks. Data were collected from 352 millennials through an online survey. Perceived benefits and risks identified in this study are the key antecedents of the intention to use self-checkout in the fashion retail stores. Also, individuals who have a low need for human interaction are more likely to use self-checkout. }, number={4}, journal={CLOTHING AND TEXTILES RESEARCH JOURNAL}, publisher={SAGE Publications}, author={Lee, Hanna and Leonas, Karen K.}, year={2021}, month={Oct}, pages={264–280} }
 @article{lee_xu_2020, title={Classification of virtual fitting room technologies in the fashion industry: from the perspective of consumer experience}, volume={9}, url={https://doi.org/10.1080/17543266.2019.1657505}, DOI={10.1080/17543266.2019.1657505}, abstractNote={ABSTRACT Virtual fitting rooms (VFR) bring great opportunities to the fashion industry by enabling consumers to virtually try on products. However, while VFRs have technically been available for a while, they are less utilised because of consumers’ potential concerns of accuracy of the simulation. Moreover, a variety of VFR technologies exist in the marketplace with each using different solutions and with different capabilities, making it harder for retailers to decide on which one to adopt. Therefore, the purpose of this study is to conduct a classification of available VFR technologies from the perspective of consumer experience, particularly cognitive vs. affective experiences. Data for this study were obtained from multiple sources, including academic journals, trade magazines, company websites, and other internet sources. Seven distinctive types of VFRs available in the marketplace were identified, each providing different consumer experiences and satisfaction via their different levels of realism in the simulation process.}, journal={International Journal of Fashion Design, Technology and Education}, publisher={Informa UK Limited}, author={Lee, Hanna and Xu, Yingjiao}, year={2020}, month={Jan}, pages={1–10} }
 @article{lee_xu_li_2020, title={Technology visibility and consumer adoption of virtual fitting rooms (VFRs): a cross-cultural comparison of Chinese and Korean consumers}, volume={24}, url={https://doi.org/10.1108/JFMM-01-2019-0016}, DOI={10.1108/JFMM-01-2019-0016}, abstractNote={PurposeThe purpose of this study is to determine the influence of technology visibility and subsequent perceptions of VFRs on consumers' intention to adopt VFRs in the online shopping context. A cross-cultural comparison was conducted to examine the different relationships among technology visibility, consumer perceptions and adoption intentions between the Chinese and Korean consumers.}, number={2}, journal={Journal of Fashion Marketing and Management: An International Journal}, publisher={Emerald}, author={Lee, Hanna and Xu, Yingjiao and Li, Ailin}, year={2020}, month={Jun}, pages={175–194} }
 @article{lee_rothenberg_xu_2020, title={Young luxury fashion consumers' preferences in multi-channel environment}, volume={48}, ISSN={["1758-6690"]}, url={https://doi.org/10.1108/IJRDM-11-2018-0253}, DOI={10.1108/IJRDM-11-2018-0253}, abstractNote={PurposeThe purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.}, number={3}, journal={INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT}, publisher={Emerald}, author={Lee, Hanna and Rothenberg, Lori and Xu, Yingjiao}, year={2020}, month={Feb}, pages={244–261} }
 @article{lee_hwang_2019, title={The Effects of Cultural Self-Construal and Self-Disclosure on Attachment and Relationship Satisfaction in SNS}, volume={37}, ISSN={["1940-2473"]}, url={https://doi.org/10.1177/0887302X18820467}, DOI={10.1177/0887302X18820467}, abstractNote={ The purpose of the research was to determine the effects of cultural self-construal of users in social networking sites (SNS) on the way they perceive self-disclosing activities, attach to brand community, and satisfy with brand relationship. With the growth of social media, it has brought diverse users from different countries in a single platform enabling people from divergent cultures to communicate and be influenced by each other shaping unique self-construal. Hence, we used newly developed cultural self-construal as an antecedent of self-disclosure. Data were collected from 460 female adults. The results showed that the perceptions of self-disclosure are the key antecedents of relationship advancement, which are differently influenced by cultural self-construal. The way users perceive self-disclosing activities positively influenced brand community attachment, and subsequently brand relationship satisfaction. The results provided valuable insights for practitioners by presenting the importance of using brand community in SNS as a long-term branding channel. }, number={2}, journal={CLOTHING AND TEXTILES RESEARCH JOURNAL}, publisher={SAGE Publications}, author={Lee, Hanna and Hwang, Sun-Jin}, year={2019}, month={Apr}, pages={119–135} }
 @article{lee_leonas_2018, title={Customer experiences, the key to survive in an omni channel environment: Use of virtual technology}, url={https://ojs.cnr.ncsu.edu/index.php/JTATM/article/view/13353}, journal={Journal of Textile and Apparel, Technology and Management}, author={Lee, H. and Leonas, K.K.}, year={2018}, month={Feb} }