Hanna Lee
Bio
After receiving her Ph.D. in textile technology and management at the NCSU, Hanna Lee started her academic career as an assistant professor of marketing at Susquehanna University in Pennsylvania as well as the Department of Retailing at the University of South Carolina before joining the Wilson College of Textiles.
Hanna’s research centers on understanding consumer behavior in technology-mediated markets and innovative/international retailing/marketing research informed by consumer psychology and theories. Examples of research projects include:
- Impact of innovative retail technologies (e.g., AR/VR-based retail technologies, Self-Service Technology, Blockchain technology, AI-powered retail/services, Generative AI) on consumer experiences and markets
- Pro-social/sustainable consumption
Her research has been published in leading journals such as International Journal of Consumer Studies, Journal of Fashion Marketing and Management, International Journal of Retail & Distribution Management, and many more. In addition, she was honored to receive several best paper awards from the ACRA/AMA in 2024, Family & Consumer Science Research Journal in 2022, and the International Textile and Apparel Association in 2020.
Education
Ph.D. Textile Technology Management North Carolina State University 2021
M.A. Clothing & Textiles SungKyunKwan Univeristy 2017
B.A. Clothing & Textiles SungKyunKwan Univeristy 2015
Area(s) of Expertise
Brand Management and Marketing
Consumer Behavior
Publications
- Consumer coping via fashion shopping during the COVID-19 pandemic: a Stimulus-Organism-Response (SOR) approach , INTERNATIONAL JOURNAL OF FASHION DESIGN TECHNOLOGY AND EDUCATION (2024)
- Impacts of the COVID-19 infodemic on emotions through cognitive appraisals , ONLINE INFORMATION REVIEW (2024)
- Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach , SUSTAINABILITY (2022)
- Influence of motivational orientations on consumers' adoption of virtual fitting rooms (VFRs): moderating effects of fashion leadership and technology visibility , INTERNATIONAL JOURNAL OF FASHION DESIGN TECHNOLOGY AND EDUCATION (2022)
- Virtual Fitting Rooms for Online Apparel Shopping: An Exploration of Consumer Perceptions , FAMILY & CONSUMER SCIENCES RESEARCH JOURNAL (2022)
- Antecedents and moderators of consumer adoption toward AR-enhanced virtual try-on technology: A stimulus-organism-response approach , INTERNATIONAL JOURNAL OF CONSUMER STUDIES (2021)
- Consumers' acceptance and diffusion of word-of-mouth in social brand community: the moderating effect of self-monitoring , Journal of Fashion Marketing and Management: An International Journal (2020)
- Consumers' adoption of AR-based virtual fitting rooms: from the perspective of theory of interactive media effects , Journal of Fashion Marketing and Management: An International Journal (2020)
- Millennials' Intention to Use Self-Checkout Technology in Different Fashion Retail Formats: Perceived Benefits and Risks , CLOTHING AND TEXTILES RESEARCH JOURNAL (2020)
- Technology visibility and consumer adoption of virtual fitting rooms (VFRs): a cross-cultural comparison of Chinese and Korean consumers , Journal of Fashion Marketing and Management: An International Journal (2020)