@article{seo_jin_2024, title={Engaging in Fashion Take-Back Programs: The Role of Loyalty and Perceived Benefits from a Social Exchange Perspective}, volume={16}, ISSN={["2071-1050"]}, url={https://doi.org/10.3390/su162210031}, DOI={10.3390/su162210031}, abstractNote={Numerous fashion brands, such as Patagonia, H&M, and Levi’s, offer take-back programs, encouraging customers to return used clothing for monetary incentives so that the brands can resell, recycle, or donate them. Drawing on social exchange theory, this study suggests that consumers are more likely to participate in a loyal brand’s take-back program as they own more items from loyal brands due to repeated purchases. Loyal consumers, viewing this as part of an ongoing relationship with the brand, may participate because they perceive greater benefits than non-loyal consumers. In turn, brands benefit by keeping loyal consumers engaged through product collection and future purchases using coupons. This study examines how brand loyalty affects the perceived benefits of take-back programs, shaping participation intention. It also explores how environmental concern moderates the mediating effect of perceived benefits between brand loyalty and participation intention. Data were collected from 467 U.S. consumers via an online survey. Results revealed that the more loyal consumers were, the greater they perceived economic, environmental, and convenience benefits to be, increasing their intention to participate. Economic benefits were more effective for consumers with low levels of environmental concern, while environmental benefits were more influential for those with high levels of environmental concern.}, number={22}, journal={SUSTAINABILITY}, author={Seo, Hyesim and Jin, Byoungho Ellie}, year={2024}, month={Nov} }
 @article{ahn_jin_seo_2024, title={Why do people customize avatars in the metaverse? Curiosity and SOR model perspective}, volume={11}, ISSN={["1066-2243"]}, url={https://doi.org/10.1108/INTR-11-2023-1042}, DOI={10.1108/INTR-11-2023-1042}, abstractNote={Purpose The metaverse, a virtual space where one can build and explore with others using avatars, is drawing global interest. Then questions arise: What drives consumers to customize their avatars and purchase virtual items in the metaverse? Who customizes and purchases virtual items more than others? To find the answers, this study tested a research model that explains why consumers customize their avatars and buy virtual items in the metaverse. Design/methodology/approach Based on the stimuli-organism-response model, this study posits that metaverse characteristics (i.e. escapism, visual attractiveness, social interaction and autonomy) arouse consumers’ curiosity toward the metaverse, which in turn evokes avatar customization behavior and virtual item purchase intention. Survey data from 501 metaverse-experienced consumers in both the US and Korea are analyzed. Findings The result revealed that all four metaverse characteristics were found to stimulate consumers’ curiosity. Consumers’ curiosity enhances avatar customization behavior and purchase intention of the virtual items. Further, avatar customization behavior increases the purchase intention of virtual items. Practical implications The findings provide valuable insights into how metaverse platforms can effectively engage consumers by stimulating curiosity, especially through social interaction, and offering extensive avatar customization options and virtual items. Originality/value This study highlights how the metaverse’s open-ended experiences, user-driven customization and social interactions – unlike traditional online games – spark consumer curiosity. It emphasizes the pivotal role of curiosity in driving metaverse engagement and highlights the need to consider it as a central construct in future research. Additionally, this study provides managerial implications for virtual item purchases in the metaverse.}, journal={INTERNET RESEARCH}, author={Ahn, Suhyoung and Jin, Byoungho Ellie and Seo, Hyesim}, year={2024}, month={Nov} }
 @article{ahn_jin_seo_2024, title={Why do people interact and buy in the Metaverse? Self-Expansion perspectives and the impact of hedonic adaptation}, volume={175}, ISSN={["1873-7978"]}, DOI={10.1016/j.jbusres.2024.114557}, journal={JOURNAL OF BUSINESS RESEARCH}, author={Ahn, Suhyoung and Jin, Byoungho Ellie and Seo, Hyesim}, year={2024}, month={Mar} }