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Publications

Digital Asset Aw, E., Anjomshoae, A., Blome, C., et al. (2025). Future research directions of generative AI in marketing and logistics.
Virtual Human Bae, M., Wang, J., Xue, H., Chong, S., Kwon, O., & Ki, C.(2024). Does ChatGPT help or hinder education?Exploring its benefits, challenges, student guilt, and the need for educator training
Metaverse Retail Shen,M, Aw, E., Tan, G, Ki, C. (2025), Psychological ownership and parasocial relationships: pathways to loyalty in livestream commerce
Virtual Human Wu, Z., Aw, E.*, Tan, G., & Ki, C.(2026) The Voice of commerce : A systematic review and integrative framework for digital voice assistants
Virtual Human Xue, H., Wang, J., Chong, S., Choi, W., Ki, C.*, & Wong, C.W.Y (2026). Fun by design: Visual form, realism, and the hedonic appeal of AI-powered virtual assistants
Virtual Human Xue, H., Wang, J., Chong, S., Choi, W., Ki, C.*, & Wong, C.W.Y. (2025). The influence of virtual assistants’ (VAs’) form on consumer fun perception and VA service engagement in online retail...
Digital Asset Ki, C.*, Lee, H., Lam, M., Aw, E., & Wong, C.W.Y. (2025). How is NFT fashion distinct from digital fashion? Insights from mixed-methods research combining social listening and consumer surveys
Virtual Human Choi, W., Ki, C.*, Lee, H., Chong, S., Wang, J., & Xue, H. (2025). Can AI (vs. Human) retail assistants effectively reduce consumer discomfort and purchase abandonment? An experimental approach...
Virtual Human Choi, W., Lee, Y., Lee, H., & Ki, C. (2025). The effects of retail service assistant type and relational silence on consumers’ perceived autonomy and purchase abandonment
Virtual Human Choi, W.*, Ki, C., & Lee, H. (2024). Can AI-robot assistants reduce feelings of being judged and intruded upon, preventing store departure?
Digital Asset Ki, C., Chong, S., Aw, E., Lam, M.*, & Wong, C.W.Y. (2025). Metaverse consumer behavior: Investigating factors driving consumer participation in the transitory metaverse, avatar personalization, and..
Virtual Human Xue, H., Wang, J., Chong, S., Twijsel, S., Bae, M., Ki, C.*, & Wong, C.W.Y. (2024). Generative AI bestows more realistic forms upon virtual assistants: Examining the impact of virtual avatar...
Virtual Human Kim, I., Ki, C.*, Lee, H., & Kim, Y. (2024). Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing...
Digital Asset Chenn, A., Lee, H., Chong, S., Jang, J., & Ki, C.* (2023). Clothes made of pixels and bits: An AI-driven topic modelling analysis of fashion NFTs compared to digital fashion
Digital Asset Ki, C., Youn, S.*, & Ha, S. (2023). Metaverse and fashion consumers: Exploring the meanings consumers attach to the metaverse, avatars, and digital fashion
Virtual Human Kim, I., Ki, C.*, & Kim, Y. (2022). Are virtual fashion influencers (VFIs) cool and eerie? Effects of VFIs’ form- and behavioral-realism on consumer ambivalence
Metaverse Retail Ki, C., Ni, Y.*, & Lee, Y. (2022). A study on the psychology and behavior of Chinese consumers using gaming commerce: Based on the basic psychological need theory
Metaverse Retail Ki, C.*, Ni, Y., & Lee, Y. (2021, November 5). 중국 소비자의 게이밍 커머스 이용 동기에 관한 질적연구: Taobao Life를 중심으로
Metaverse Retail Lau, O., & Ki, C.* (2021). Can consumers’ gamified, personalized, and engaging experiences with VR fashion apps increase in-app purchase intention by fulfilling needs?
Virtual Human Ki, C.*, Cho, E., & Lee, J. (2020). Can an intelligent personal assistant (IPA) be your friend? Para-friendship development mechanism between IPAs and their users