Match tier
Confirmed
Presence
Current · Arkansas
Last published
2026
Sources
OpenAlex · ORCID
Refreshed
2026-08-15
E
Eunjoo Cho
Affiliation confirmed via AI analysis of OpenAlex, ORCID, and web sources.
Associate Professor
Also affiliated: Iowa State University (2009–2013); Myongji University (2016–2020)
Faculty Researcher
14 h-index
78 pubs
848 cited
Research Areas
Links
Biography and Research Information
OverviewAI-generated summary
Eunjoo Cho, an Associate Professor at the University of Arkansas at Fayetteville, researches consumer behavior within the fashion industry, with a particular focus on young adult demographics like Gen Z and Millennials. Her work investigates the motivations behind purchasing luxury and second-hand fashion items, including the influence of factors such as the need for uniqueness and bandwagon effects. Cho also examines the impact of corporate social responsibility (CSR) advertising on consumer engagement, specifically eWOM (electronic word-of-mouth) on social media platforms. Her research further explores how virtual social media influencers affect purchase intentions for both fast fashion and luxury brands. Additionally, she has studied the cultural adaptation of immigrant couples and their shopping orientations toward fashion products, as well as the variety-seeking behavior of female shoppers concerning frequently purchased fashion brands. Cho's scholarly contributions are reflected in her h-index of 14 and over 800 citations across her 77 publications.
Metrics
- h-index: 14
- Publications: 78
- Citations: 848
Selected Publications
-
The Effect of Greenwashing on Young Consumers' Fashion Brand Choice (2026)
-
Browse offline and buy online from the same or different fashion retailer? An application of theory of planned behaviour (2026)
-
Shaping Future Textile and Apparel Professionals: The Role of Cotton Sustainability in Curriculum Development (2025)
-
The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention (2025)
-
Development and implementation of a cross-course collaborative project on cotton sustainability: a self-determination theory perspective (2025)
-
Which sources matter? Investigating the impact of diverse information sources on Gen Z consumers’ attitudes and purchase intentions toward luxury fashion brands (2025)
-
Consumer Perceptions of Digital Clothing Labels and Their Influence on Brand Green Value (2025)
-
Understanding Gen Z Consumers’ Attitudes and Intentions toward Showrooming Behavior (2025)
-
Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands (2024)
-
Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods (2024)
-
The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment (2024)
-
The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment (2024)
-
The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior (2023)
-
“I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers (2023)
-
How Do Virtual Social Media Influencers Affect Millennial and Gen Z Female Consumers’ Purchase Intentions? A Comparison of Fast Fashion Versus Luxury Fashion Brands (2022)
Collaboration Network
Top Collaborators
Hye‐Shin Kim
University of Delaware (US)
6 shared publications
- “I’m Not Feeling Comfortable About My Favorite Brand”: An Examination of How Environmental Versus Labor Issues Influence Consumer Perceptions of Fashion Brands
- Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands
- “Are You Enough for Me?”: The Effects of Variety Seeking and Product Attachment on the Brand Investment Model
- Brand Authenticity and Self-Brand Congruence: A Conceptual Approach to Understanding Fashion Brands
- The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment
Showing 5 of 6 shared publications
Kyuree Kim
Oklahoma State University Oklahoma City (US)
6 shared publications
- “I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers
- The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention
- The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior
- Consumer Perceptions of Digital Clothing Labels and Their Influence on Brand Green Value
- Development and implementation of a cross-course collaborative project on cotton sustainability: a self-determination theory perspective
Showing 5 of 6 shared publications
Jihyun Kim-Vick
Kent State University (US)
3 shared publications
- Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect
- Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods
- Which sources matter? Investigating the impact of diverse information sources on Gen Z consumers’ attitudes and purchase intentions toward luxury fashion brands
Song‐yi Youn
University of Missouri (US)
2 shared publications
- CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers' eWOM on social media
- The Influence of Country-of-Origin and Need for Uniqueness on Luxury Fashion Purchases
Ui‐Jeen Yu
Illinois State University (US)
2 shared publications
- Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect
- Which sources matter? Investigating the impact of diverse information sources on Gen Z consumers’ attitudes and purchase intentions toward luxury fashion brands
Murphy Aycock
University of Arkansas at Fayetteville
2 shared publications
In database
- “I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers
- Understanding Online Second-Hand Luxury Fashion Shopping Motivations and Perceived Value Among Young Adult Consumers
Stephanie K. Hubert
University of Arkansas at Fayetteville
2 shared publications
In database
- How Do Apparel Students Perceive the Use of VR Technology in Pre-study Tour Class?
- The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior
Lauren Bouvier
University of Arkansas at Fayetteville
2 shared publications
In database
- How Do Virtual Social Media Influencers Affect Millennial and Gen Z Female Consumers’ Purchase Intentions? A Comparison of Fast Fashion Versus Luxury Fashion Brands
- The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention
Sarah West Hixson
Iowa State University
2 shared publications
In database
- Development and implementation of a cross-course collaborative project on cotton sustainability: a self-determination theory perspective
- Shaping Future Textile and Apparel Professionals: The Role of Cotton Sustainability in Curriculum Development
Laura P. Toloza
University of Arkansas at Fayetteville
1 shared publication
In database
- Understanding Cultural Adaptation of U.S. Hispanic Immigrant Couples and Their Shopping Orientation toward Fashion Products
Amanda Terrell
University of Arkansas at Fayetteville
1 shared publication
In database
- Understanding Cultural Adaptation of U.S. Hispanic Immigrant Couples and Their Shopping Orientation toward Fashion Products
athleen R. Smith
University of Arkansas at Fayetteville
1 shared publication
In database
- Understanding Online Second-Hand Luxury Fashion Shopping Motivations and Perceived Value Among Young Adult Consumers
Lisa Woods
University of Arkansas at Fayetteville (US)
1 shared publication
- Understanding Online Second-Hand Luxury Fashion Shopping Motivations and Perceived Value Among Young Adult Consumers
Madison Huskey
University of Arkansas at Fayetteville
1 shared publication
In database
- Exploring Small Fashion Retailers' Green Efforts in Supply Chain Management and Coping Strategies During COVID-19
Steven W. Kopp
University of Arkansas at Fayetteville
1 shared publication
In database
- The Influence of Country-of-Origin and Need for Uniqueness on Luxury Fashion Purchases
Similar Researchers
Based on overlapping research topics
athleen R. Smith
University of Arkansas at Fayetteville
Consumer Behavior in Brand Consumption and Identification
Media Studies and Communication
Technology Adoption and User Behaviour
Javad Mousavi
University of Arkansas at Fayetteville
Consumer Behavior in Brand Consumption and Identification
Media Studies and Communication
Technology Adoption and User Behaviour
Murphy Aycock
University of Arkansas at Fayetteville
Consumer Behavior in Brand Consumption and Identification
Media Studies and Communication
Technology Adoption and User Behaviour
Huu Dat Tran
University of Central Arkansas
Consumer Behavior in Brand Consumption and Identification
Media Studies and Communication
Technology Adoption and User Behaviour
Kristin Tuttle
University of Arkansas at Fayetteville
Consumer Behavior in Brand Consumption and Identification
Media Studies and Communication
Technology Adoption and User Behaviour
Avery Ferguson
University of Arkansas at Fayetteville
Consumer Behavior in Brand Consumption and Identification
Media Studies and Communication
Technology Adoption and User Behaviour