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Dr. You-Kyung Lee
Dongguk University

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0 Global Business Management
0 Green Marketing
0 International Marketing
0 sustainable marketing
0 emerging country

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Journal article
Published: 30 April 2021 in Sustainability
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The role of digital technostress and self-efficacy in digital marketing research is seldom discussed and even more rarely examined among Gen Z consumers. This study investigates the relationships between four sub-dimensions of technostress (complexity, overload, invasion, and uncertainty), digital technology self-efficacy, and fintech usage intention. Data from a total of 266 Chinese Gen Z consumers were used in multiple regression analysis. The results of the study generally support that all sub-dimensions of technostress were negatively related to fintech usage intention. Related to the moderating effects of digital technology self-efficacy on the relationship between the four sub-dimensions of technostress and fintech usage intention, significant interaction effects with complexity and overload were found. Finally, the study discusses the theoretical and managerial implications of the research findings.

ACS Style

You-Kyung Lee. Impacts of Digital Technostress and Digital Technology Self-Efficacy on Fintech Usage Intention of Chinese Gen Z Consumers. Sustainability 2021, 13, 5077 .

AMA Style

You-Kyung Lee. Impacts of Digital Technostress and Digital Technology Self-Efficacy on Fintech Usage Intention of Chinese Gen Z Consumers. Sustainability. 2021; 13 (9):5077.

Chicago/Turabian Style

You-Kyung Lee. 2021. "Impacts of Digital Technostress and Digital Technology Self-Efficacy on Fintech Usage Intention of Chinese Gen Z Consumers." Sustainability 13, no. 9: 5077.

Journal article
Published: 23 June 2020 in Sustainability
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This study aims to extend the stream of country image research through an empirical test primarily focusing on the relationship between the green country image of Korea, as well as the green trust and purchase intention of Korean products considering Vietnamese Generation Z (hereafter Gen Z) consumers. Data were collected in November 2019 through an online survey, and 440 data samples were identified and used for conducting the data analysis. The sample was divided into Vietnamese consumers residing in Korea and Vietnam. Firstly, an examination of the variance revealed that Vietnamese Gen Z consumers residing in Vietnam (VZV) displayed less positive perceptions of the constructs measured compared to Vietnamese Gen Z consumers residing in Korea (VZK), including cognitive green country image (CGCoI), affective green country image (AGCoI) of Korea, and also green trust (GT) and purchase intention (PI) of Korean products. Second, results from the structural equation model of VZV showed that CGCoI had a significant impact on the PI, while AGCoI had a significant impact on GT. Conversely, for VZK, it was found that CGCoI had a significant impact on PI, and that AGCoI had a significant impact on both GT and PI. Thirdly, the results of comparing the path coefficient between VZV and VZK showed that the impact of CGCoI and AGCoI on PI were stronger for VZK, whereas the impact of AGCoI on GT was stronger for VZV. Based on these findings, the study discusses practical and theoretical implications for future green marketing practices in Vietnam.

ACS Style

You-Kyung Lee. The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers. Sustainability 2020, 12, 5098 .

AMA Style

You-Kyung Lee. The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers. Sustainability. 2020; 12 (12):5098.

Chicago/Turabian Style

You-Kyung Lee. 2020. "The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers." Sustainability 12, no. 12: 5098.

Journal article
Published: 31 December 2019 in Journal of Korea Research Association of International Commerce
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The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities from the experimental analysis the impact of cognitive country image, affective country image and cultural openness on purchase intention of Korean products in Republic of South Africa. To examine the relationships of variables, data were collected between June and July 2019 through an online and offline questionnaire, and 335 questionnaires were used for analysis. The cognitive country image, affective country image and cultural openness had a statistically significant impact on purchase intention to Korean products. However, the cultural openness had no significant interaction effect with cognitive country image and affective country image on purchase intention of Korean products. The study results could give practical implications for Korean firms which desire to diversify their export market and pioneer future markets.

ACS Style

You-Kyung Lee. Effects of Country Image of Korea on Purchase Intention and Moderating Effect of Cultural Openness: Focusing on Consumers from Republic of South Africa. Journal of Korea Research Association of International Commerce 2019, 19, 197 -219.

AMA Style

You-Kyung Lee. Effects of Country Image of Korea on Purchase Intention and Moderating Effect of Cultural Openness: Focusing on Consumers from Republic of South Africa. Journal of Korea Research Association of International Commerce. 2019; 19 (6):197-219.

Chicago/Turabian Style

You-Kyung Lee. 2019. "Effects of Country Image of Korea on Purchase Intention and Moderating Effect of Cultural Openness: Focusing on Consumers from Republic of South Africa." Journal of Korea Research Association of International Commerce 19, no. 6: 197-219.

Journal article
Published: 31 October 2019 in Journal of Korea Trade
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Purpose - The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities. From the...

ACS Style

You-Kyung Lee; Charles Arthur Robb. The Relationship of Country Image, ProductCountry Image, and Purchase Intention of Korean Products: Focusing on Differences among Ethnic Groups in South Africa. Journal of Korea Trade 2019, 23, 33 -51.

AMA Style

You-Kyung Lee, Charles Arthur Robb. The Relationship of Country Image, ProductCountry Image, and Purchase Intention of Korean Products: Focusing on Differences among Ethnic Groups in South Africa. Journal of Korea Trade. 2019; 23 (6):33-51.

Chicago/Turabian Style

You-Kyung Lee; Charles Arthur Robb. 2019. "The Relationship of Country Image, ProductCountry Image, and Purchase Intention of Korean Products: Focusing on Differences among Ethnic Groups in South Africa." Journal of Korea Trade 23, no. 6: 33-51.

Journal article
Published: 31 August 2019 in International Business Journal
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Recently, the Chinese government has proposed a new national development goal of ‘construction of ecological civilization as the environmental pollution problem has become serious in China. And these macro-level changes in China are also affecting Chinese consumers' interest in the environment and green products. Therefore, this study conducted literature reviews in various study areas, in order to find new construct to explain Chinese consumers green consumption behavior, based on the Chinese green market changes. As a result, this study found the social empathy might affect the environmental concern and green purchase intention in China. This study verified the research model with a multiple regression analysis, using data obtained from 327 consumers located in Beijing, Shanghai, and Qingdao China. The results of this study were as follows: First, social empathy had a positive impact on environmental concern and green purchase intention in China. Second, the effective response did not have a significant impact on environmental concern, but cognitive empathy and micro perspective-taking had positive impacts on environmental concern. Finally, effective response, cognitive empathy and micro perspective-taking had positive impacts on green purchase intention. This study provides academic contribution in that it empirically verifies the explanatory power of social empathy in green consumption behavior. Moreover, under the current circumstances faced by the Chinese green consumer market regarding macro and micro changes, this study is expected to provide practical implications for establishing effective green marketing strategies for companies in China.

ACS Style

You Kyung Lee; 경이 유; You-Kyung Lee. Impacts of Social Empathy on Green Consumption Behavior: Focusing on Chinese Consumers. International Business Journal 2019, 30, 1 -26.

AMA Style

You Kyung Lee, 경이 유, You-Kyung Lee. Impacts of Social Empathy on Green Consumption Behavior: Focusing on Chinese Consumers. International Business Journal. 2019; 30 (2):1-26.

Chicago/Turabian Style

You Kyung Lee; 경이 유; You-Kyung Lee. 2019. "Impacts of Social Empathy on Green Consumption Behavior: Focusing on Chinese Consumers." International Business Journal 30, no. 2: 1-26.

Journal article
Published: 15 September 2018
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ACS Style

You-Kyung Lee. Impact of University Service Quality and Familiarity on Recommendation Intention : Focusing on Chinese Foreign Students. 2018, 8, 63 -80.

AMA Style

You-Kyung Lee. Impact of University Service Quality and Familiarity on Recommendation Intention : Focusing on Chinese Foreign Students. . 2018; 8 (3):63-80.

Chicago/Turabian Style

You-Kyung Lee. 2018. "Impact of University Service Quality and Familiarity on Recommendation Intention : Focusing on Chinese Foreign Students." 8, no. 3: 63-80.

Journal article
Published: 24 October 2017 in Sustainability
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This study aims to examine the impacts of the new ecological paradigm, environmental collective efficacy, environmental knowledge, and collectivism on the green purchase intention of Korean and Chinese consumers. Although some studies have researched the relationship between cultural influences and green purchase behaviour, a study on the moderating effect of collectivism on the formation of green purchase intention is rarely found. Therefore, based on 357 consumers in Korea and 398 consumers in China, this study proposes a new model of green purchase intention and empirically tests a model using moderated regression analysis (MRA). The results show that the new ecological paradigm, environmental collective efficacy, environmental knowledge, and collectivism are direct antecedents of green purchase intention in China. In particular, collectivism positively moderates the relationship between environmental collective efficacy and green purchase intention in China. However, the results from Korean consumers show that collectivism has neither a direct impact nor moderating impact on green purchase intention. However, it was found that environmental collective efficacy and environmental knowledge have direct impacts on green purchase intention in Korea. Finally, this study discusses the theoretical and managerial implications of these findings.

ACS Style

You Kyung Lee. A Comparative Study of Green Purchase Intention between Korean and Chinese Consumers: The Moderating Role of Collectivism. Sustainability 2017, 9, 1930 .

AMA Style

You Kyung Lee. A Comparative Study of Green Purchase Intention between Korean and Chinese Consumers: The Moderating Role of Collectivism. Sustainability. 2017; 9 (10):1930.

Chicago/Turabian Style

You Kyung Lee. 2017. "A Comparative Study of Green Purchase Intention between Korean and Chinese Consumers: The Moderating Role of Collectivism." Sustainability 9, no. 10: 1930.

Journal article
Published: 30 April 2017 in Korea International Trade Research Institute
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As Chinese luxury consumption is rapidly expanding and dominant in global luxury market, it becomes very critical to understand Chinese consumers

ACS Style

You-Kyung Lee. Impacts of Chinese Consumers’ Confucian Values on Luxury Purchase Intention: Focusing on Moderating Effect of Materialism. Korea International Trade Research Institute 2017, 13, 551 -567.

AMA Style

You-Kyung Lee. Impacts of Chinese Consumers’ Confucian Values on Luxury Purchase Intention: Focusing on Moderating Effect of Materialism. Korea International Trade Research Institute. 2017; 13 (2):551-567.

Chicago/Turabian Style

You-Kyung Lee. 2017. "Impacts of Chinese Consumers’ Confucian Values on Luxury Purchase Intention: Focusing on Moderating Effect of Materialism." Korea International Trade Research Institute 13, no. 2: 551-567.

Journal article
Published: 31 March 2017 in International Area Studies Review
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본 연구는 중국 소비자들이 인식하는 명품매장의 서비스품질이 명품 구매행동에 어떠한 영향을 미치는 지를 규명하기 위해 수행되었다. 이를 위해 본 연구는 선행연구를 바탕으로 명품매장의 서비스품질을 서비스전달품질과 서비스환경품질로 구분하여 각 서비스품질 하위 요인이 명품 구매의도에 미치는 영향을 실증분석하였다. 특히 본 연구는 중국 소비자의 자아확장성이 명품매장의 서비스품질과 명품 구매의도 간의 관계에 대해 정(+)의 조절효과를 가질 것으로 예측하고 이를 실증분석하였다. 실증분석 결과를 요약하면 다음과 같다. 첫째, 중국 소비자의 명품매장에 대한 서비스전달품질과 서비스환경품질은 모두 명품 구매의 도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 중국 소비자의 명품매장에 대한 자아확장성도 명품 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 한편 서비스품질과 구매의도 간의 관계에 대한 자아확장성의 조절효과를 실증분석한 결과 서비스환경품질과 구매의도간의 관계에 대해서만 자아확장성이 조절효과를 가지는 것으로 나타났다. 본 연구결과는 중국소비자의 명품 구매행동에 대한 학문적 지식의 확장과 중국 소비자를 대상으로 효과적인 명품마케팅 전략 수립에 기여할 수 있을 것으로 기대된다.

ACS Style

You-Kyung Lee. Impacts of Service Quality Towards Luxury Stores and Extended Self on Luxury Purchase Intention : Focusing on Chinese Consumer. International Area Studies Review 2017, 21, 79 -96.

AMA Style

You-Kyung Lee. Impacts of Service Quality Towards Luxury Stores and Extended Self on Luxury Purchase Intention : Focusing on Chinese Consumer. International Area Studies Review. 2017; 21 (1):79-96.

Chicago/Turabian Style

You-Kyung Lee. 2017. "Impacts of Service Quality Towards Luxury Stores and Extended Self on Luxury Purchase Intention : Focusing on Chinese Consumer." International Area Studies Review 21, no. 1: 79-96.

Journal article
Published: 26 August 2016 in Korea International Trade Research Institute
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Country-of-origin (COO) effect has fast become a significant phenomenon in international business studies. Despite this fact, very little research...

ACS Style

You KyungLee; Charles Arthur Robb; You-Kyung Lee. Moderating Effect of Country Familiarity and Country Image on Product Purchase Intention in South Africa. Korea International Trade Research Institute 2016, 12, 237 -256.

AMA Style

You KyungLee, Charles Arthur Robb, You-Kyung Lee. Moderating Effect of Country Familiarity and Country Image on Product Purchase Intention in South Africa. Korea International Trade Research Institute. 2016; 12 (4):237-256.

Chicago/Turabian Style

You KyungLee; Charles Arthur Robb; You-Kyung Lee. 2016. "Moderating Effect of Country Familiarity and Country Image on Product Purchase Intention in South Africa." Korea International Trade Research Institute 12, no. 4: 237-256.

Journal article
Published: 01 June 2014 in The Journal of International Trade & Commerce
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ACS Style

You-Kyung Lee. The Impact of Chinese Consumers' Environmental Knowledge and Concern on Purchasing Intention to Green Products - Focusing on the Moderating Effect of Idiocentrism -. The Journal of International Trade & Commerce 2014, 10, 631 -648.

AMA Style

You-Kyung Lee. The Impact of Chinese Consumers' Environmental Knowledge and Concern on Purchasing Intention to Green Products - Focusing on the Moderating Effect of Idiocentrism -. The Journal of International Trade & Commerce. 2014; 10 (3):631-648.

Chicago/Turabian Style

You-Kyung Lee. 2014. "The Impact of Chinese Consumers' Environmental Knowledge and Concern on Purchasing Intention to Green Products - Focusing on the Moderating Effect of Idiocentrism -." The Journal of International Trade & Commerce 10, no. 3: 631-648.

Journal article
Published: 01 February 2014 in Korean Journal of Logistics
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ACS Style

You-Kyung Lee. Logistics Capabilities of Korean Manufacturing Companies and Its Operational Performance -Focused on Moderating Effects of Outsourcing Strategy-. Korean Journal of Logistics 2014, 22, 1 -16.

AMA Style

You-Kyung Lee. Logistics Capabilities of Korean Manufacturing Companies and Its Operational Performance -Focused on Moderating Effects of Outsourcing Strategy-. Korean Journal of Logistics. 2014; 22 (1):1-16.

Chicago/Turabian Style

You-Kyung Lee. 2014. "Logistics Capabilities of Korean Manufacturing Companies and Its Operational Performance -Focused on Moderating Effects of Outsourcing Strategy-." Korean Journal of Logistics 22, no. 1: 1-16.

Journal article
Published: 01 March 2013 in The Journal of International Trade & Commerce
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ACS Style

You-Kyung Lee. A Study on the Positioning of ADR using MDS - Focusing on Trading Companies in Busan and Gyeongnam -. The Journal of International Trade & Commerce 2013, 9, 363 -385.

AMA Style

You-Kyung Lee. A Study on the Positioning of ADR using MDS - Focusing on Trading Companies in Busan and Gyeongnam -. The Journal of International Trade & Commerce. 2013; 9 (1):363-385.

Chicago/Turabian Style

You-Kyung Lee. 2013. "A Study on the Positioning of ADR using MDS - Focusing on Trading Companies in Busan and Gyeongnam -." The Journal of International Trade & Commerce 9, no. 1: 363-385.

Journal article
Published: 31 December 2012 in INTERNATIONAL BUSINESS REVIEW
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With the explosive popularity of social networking sites(SNSs), SNSs are transforming the ways consumers interact with their peers, obtain product-related information, and make purchase decisions. So it is crucial to understand how electronic word of mouth(eWOM) behaviors in social networking sites(SNSs) are affected by the variations in cultural dispositions in the respective countries. This article investigates the impacts of cultural dispositions on consumers’ electronic word of mouth (eWOM) behaviors in social networking sites (SNSs) in Korea and China. Specifically, cultural dispositions such as uncertainty avoidance and extraversion are examined as potential predictors of eWOM behaviors in SNSs. The results suggest that consumers’ cultural dispositions play significant roles in affecting consumers’ eWOM behaviors in SNSs in Korea and China, although the results are contradictory between two countries. This research is expected not only to enrich theoretical knowledge about eWOM behaviors in SNSs in Korea and China, but also to broaden international marketers’ view to develop eWOM diffusion strategies in SNSs in Korea and China.

ACS Style

Youkyung Lee. The Impact of Cultural Dispositions on the Word of Mouth Behaviors in Social Network Sites - The Case of Korean and Chinese Consumers. INTERNATIONAL BUSINESS REVIEW 2012, 16, 79 -96.

AMA Style

Youkyung Lee. The Impact of Cultural Dispositions on the Word of Mouth Behaviors in Social Network Sites - The Case of Korean and Chinese Consumers. INTERNATIONAL BUSINESS REVIEW. 2012; 16 (4):79-96.

Chicago/Turabian Style

Youkyung Lee. 2012. "The Impact of Cultural Dispositions on the Word of Mouth Behaviors in Social Network Sites - The Case of Korean and Chinese Consumers." INTERNATIONAL BUSINESS REVIEW 16, no. 4: 79-96.

Journal article
Published: 01 December 2011 in The Journal of International Trade & Commerce
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ACS Style

You-Kyung Lee; Choong Lyong Ha. The Effect of Country-Product Image Fit on Trust in Product -Focusing on Korean and Chinese Consumers-. The Journal of International Trade & Commerce 2011, 7, 401 -428.

AMA Style

You-Kyung Lee, Choong Lyong Ha. The Effect of Country-Product Image Fit on Trust in Product -Focusing on Korean and Chinese Consumers-. The Journal of International Trade & Commerce. 2011; 7 (4):401-428.

Chicago/Turabian Style

You-Kyung Lee; Choong Lyong Ha. 2011. "The Effect of Country-Product Image Fit on Trust in Product -Focusing on Korean and Chinese Consumers-." The Journal of International Trade & Commerce 7, no. 4: 401-428.

Journal article
Published: 01 December 2011 in Journal of Consumption Culture
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ACS Style

You-Kyung Lee. The Influence of Consumer's Uncertainty Avoidance and Need-for-Touch on the Trust and Purchase Intention in Online Shopping. Journal of Consumption Culture 2011, 14, 77 -94.

AMA Style

You-Kyung Lee. The Influence of Consumer's Uncertainty Avoidance and Need-for-Touch on the Trust and Purchase Intention in Online Shopping. Journal of Consumption Culture. 2011; 14 (4):77-94.

Chicago/Turabian Style

You-Kyung Lee. 2011. "The Influence of Consumer's Uncertainty Avoidance and Need-for-Touch on the Trust and Purchase Intention in Online Shopping." Journal of Consumption Culture 14, no. 4: 77-94.

Journal article
Published: 01 September 2010 in The Journal of International Trade & Commerce
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ACS Style

You-Kyung Lee. The Impact of Country-Product Image Fit on the Purchase Intention -Focusing on the Moderating Effect of Animosity-. The Journal of International Trade & Commerce 2010, 6, 327 -347.

AMA Style

You-Kyung Lee. The Impact of Country-Product Image Fit on the Purchase Intention -Focusing on the Moderating Effect of Animosity-. The Journal of International Trade & Commerce. 2010; 6 (3):327-347.

Chicago/Turabian Style

You-Kyung Lee. 2010. "The Impact of Country-Product Image Fit on the Purchase Intention -Focusing on the Moderating Effect of Animosity-." The Journal of International Trade & Commerce 6, no. 3: 327-347.