Eunjoo Cho Source Confirmed

Affiliation confirmed via AI analysis of OpenAlex, ORCID, and web sources.

Associate Professor

University of Arkansas at Fayetteville

faculty

14 h-index 77 pubs 796 cited

Research Areas

Consumer Behavior in Brand Consumption and Identification Technology Adoption and User Behaviour Media Studies and Communication Decision-Making and Behavioral Economics Social and Intergroup Psychology Job Satisfaction and Organizational Behavior

Links

ORCID Lab Website Research Group

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OverviewAI-generated summary

Eunjoo Cho investigates consumer behavior, particularly within the fashion industry, focusing on young adult demographics such as Gen Z and millennials. Her research explores motivations behind purchasing decisions, including the influence of social phenomena like the bandwagon effect and the need for uniqueness, as well as the appeal of pre-owned luxury goods. Cho also examines the impact of corporate social responsibility (CSR) advertising and its effect on consumer perceptions and electronic word-of-mouth (eWOM) on social media platforms. Additionally, her work has delved into the cultural adaptation of immigrant couples and their shopping orientations, alongside an examination of how environmental versus labor issues affect consumer perceptions of fashion brands. She has also explored the effects of virtual social media influencers on purchase intentions for both fast fashion and luxury brands. Cho has a notable publication record with 77 total publications and an h-index of 14, accumulating 796 citations.

Metrics

  • h-index: 14
  • Publications: 77
  • Citations: 796

Selected Publications

  • Shaping Future Textile and Apparel Professionals: The Role of Cotton Sustainability in Curriculum Development (2025) DOI
  • The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention (2025) DOI
  • Development and implementation of a cross-course collaborative project on cotton sustainability: a self-determination theory perspective (2025) DOI
  • Which sources matter? Investigating the impact of diverse information sources on Gen Z consumers’ attitudes and purchase intentions toward luxury fashion brands (2025) DOI
  • Consumer Perceptions of Digital Clothing Labels and Their Influence on Brand Green Value (2025) DOI
  • Understanding Gen Z Consumers’ Attitudes and Intentions toward Showrooming Behavior  (2025) DOI
  • Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands (2024) DOI
  • Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods (2024) DOI
  • The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment (2024) DOI
  • The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment (2024) DOI
  • The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior (2023) DOI
  • “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) DOI
  • 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) DOI
  • How Do Apparel Students Perceive the Use of VR Technology in Pre-study Tour Class? (2022) DOI
  • The Influence of Country-of-Origin and Need for Uniqueness on Luxury Fashion Purchases (2022) DOI

Collaborators

Researchers in the database who share publications

Stephanie K. Hubert University of Arkansas at Fayetteville 3 shared publications Amanda Terrell University of Arkansas at Fayetteville 2 shared publications Laura P. Toloza University of Arkansas at Fayetteville 2 shared publications Murphy Aycock University of Arkansas at Fayetteville 2 shared publications Lauren Bouvier University of Arkansas at Fayetteville 2 shared publications Sarah West Hixson University of Arkansas at Fayetteville 2 shared publications Madison Huskey University of Arkansas at Fayetteville 1 shared publication athleen R. Smith University of Arkansas at Fayetteville 1 shared publication

Similar Researchers

Based on overlapping research topics

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Good match 4 shared topics
Susan Myers University of Central Arkansas
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Good match 4 shared topics