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Publications

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