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.

Area(s) of Expertise

Brand Management and Marketing
Consumer Behavior

Publications

• Classification of AI Recommendation Systems in Fashion Retail: From the Perspective of Consumer Decision-Making , (2025)
• Environmental consequences of interacting effects of changes in stratospheric ozone, ultraviolet radiation, and climate: UNEP Environmental Effects Assessment Panel, Update 2024 (vol 24, pg 357, 2025) , PHOTOCHEMICAL & PHOTOBIOLOGICAL SCIENCES (2025)
• Measuring Consumer Perceptions of AI Fashion Customization: Scale Development and Effects on Purchase Intention , (2025)
• Pushed by Publicity, Guided by Influencers, and Driven by Consciousness: How Young Consumers Transition to Sustainable Fashion , (2025)
• Value-Based Segmentation of Young Luxury Consumers in Fashion Non-Fungible Tokens (NFTs): Personal and Luxury Value Perspectives , Journal of Internet Commerce (2025)
• Visual Cues, Brand Essence and Purchase Intention of Virtual Luxury NFTs: A Moderated Moderated Mediation (MMD) Model , (2025)
• Young Consumers' Motivations for Virtual Luxury NFT Wearables: Moderating Effects of Gender and Income , (2025)
• 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)
• The role of regulatory focus in consumers' adoption of virtual fitting rooms (VFRs) , JOURNAL OF FASHION MARKETING AND MANAGEMENT (2024)

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