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Jieun Lee
College of Business & Economics, Chung-Ang University, 84 Heukseok-ro, Seoul 06974, Korea

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Short Biography

Jieun Lee is a full professor of marketing in College of Business and Economics at Chung-Ang University, Seoul, South Korea. She received her Ph. D. in consumer sciences from Purdue University. She was a visiting scholar at UCLA. Her research interests include consumers’ e-WOM behavior on social networking sites, social media marketing, and consumer-brand relationship. Dr. Lee has published in Cyberpsychology, Behavior, and Social Networking; International Journal of Information Management; Sustainability; and other journals.

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Journal article
Published: 08 May 2021 in Journal of Theoretical and Applied Electronic Commerce Research
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Online reviews help consumers make informed product choices by serving as a valuable source of information for a buying decision. However, consumer’s situational constraints such as time pressure or purchase uncertainty negatively impact the way in which buyers evaluate and use online reviews, reducing their effectiveness. This study examines the influence of situational constraints, namely perceived time pressure and purchase uncertainty, on consumers’ evaluation and use of online reviews for information search. This empirical study used an online survey to collect data from 560 Amazon Mechanical Turk users. Findings indicate that both perceived time pressure and perceived purchase uncertainty are positively associated with heuristic processing of online reviews but negatively associated with systematic processing of online reviews. Moreover, while both heuristic and systematic information processing increased buyers’ self-confidence in their purchase decisions, systematic processing led to greater buyer self-confidence than did heuristic processing. This study concludes with a discussion of practical and academic implications, as well as future research directions.

ACS Style

Jieun Lee; Ilyoo Hong. The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective. Journal of Theoretical and Applied Electronic Commerce Research 2021, 16, 1517 -1536.

AMA Style

Jieun Lee, Ilyoo Hong. The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16 (5):1517-1536.

Chicago/Turabian Style

Jieun Lee; Ilyoo Hong. 2021. "The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 5: 1517-1536.

Journal article
Published: 14 April 2021 in Sustainability
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This study examines the role of participation effort, focusing on the effect of anthropomorphic messengers’ facial expression on consumers’ perception in the context of corporate social responsibility (CSR). CSR activities requiring consumer participation can elicit their positive responses. Although companies’ interests in participatory CSR are increasing, academic interests in this area are still insufficient. Existing studies have not provided clear results on the effective level of participation effort and its effect on consumers’ perception of CSR activities. In this context, we conducted a study that investigated the effect of participation effort, focusing on the facial expression of an anthropomorphic messenger. The study shows that participation effort has a positive relationship with the intention to participate in CSR because consumers perceive messengers with a sad facial expression as victims. However, they perceive messengers with a happy facial expression as marketing agents. Hence, participation effort decreases participation intention. Finally, we discuss the meaning of the study and propose suggestions for future research.

ACS Style

Yunjeong Ahn; Jieun Lee. The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort. Sustainability 2021, 13, 4365 .

AMA Style

Yunjeong Ahn, Jieun Lee. The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort. Sustainability. 2021; 13 (8):4365.

Chicago/Turabian Style

Yunjeong Ahn; Jieun Lee. 2021. "The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort." Sustainability 13, no. 8: 4365.

Journal article
Published: 20 December 2019 in Sustainability
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Consumer participation typically reduces consumer skepticism and leads to a positive response to corporate social responsibility (CSR) activities. Although many companies are encouraging consumers to participate in CSR activities, there is still insufficient research on the effectiveness of this strategy. That is, prior studies do not provide guidelines on the effectiveness of requiring consumers to participate in CSR activities. We examine the impact of the required participation effort on CSR participation intention, focusing on the differences in consumers’ perception of a warm glow feeling and costs according to their construal level. For this study, 107 participants were recruited using Amazon Mechanical Turk. We tested hypotheses using a 2 (CSR participation effort) × 2 (construal level) between-subject analysis of variance (ANOVA), planned contrast analysis, and mediation analysis. The results indicate that for consumers with high construal levels who perceive participation efforts as warm glow, participation efforts have a positive impact on CSR participation intention. However, for those with low construal levels who perceive participation efforts as costs, high required efforts have a negative impact on their participation intention. Finally, we discuss the implications of these results, discuss the limitations, and suggest future research directions.

ACS Style

Yunjeong Ahn; Jieun Lee. The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs. Sustainability 2019, 12, 83 .

AMA Style

Yunjeong Ahn, Jieun Lee. The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs. Sustainability. 2019; 12 (1):83.

Chicago/Turabian Style

Yunjeong Ahn; Jieun Lee. 2019. "The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs." Sustainability 12, no. 1: 83.

Articles
Published: 19 September 2019 in International Journal of Electronic Commerce
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Consumers’ trust in the source of an online review message is largely determined by the consumers’ trustworthiness beliefs about the source that can potentially influence their willingness to engage in a transaction. While extant research examined consumer trust in a message source (i.e., a reviewer), little attention has been paid to the role of trust transfer within the review platform in forming source trustworthiness perceptions in the electronic word-of-mouth (e-WOM) context; source trustworthiness refers to the extent to which the composer of a review message deserves trust. It is the primary aim of this research to understand how trust transfer between related targets affects a consumer’s assessment of online reviews. We empirically examined consumers’ e-WOM adoption mechanism from the trust transfer perspective. We constructed a conceptual model based on the elaboration likelihood model and the trust transfer theory, and we tested the model using data collected from an online survey conducted on TripAdvisor.com. The findings revealed that trust is transferred from the review site to the community of reviewers, and then to a specific reviewer, but not directly from the review site to a specific reviewer. It was also found that consumer trust in a specific reviewer and review helpfulness both contribute to review adoption. This study offers some implications from these findings.

ACS Style

Jieun Lee; Ilyoo B. Hong. Consumer’s Electronic Word-of-Mouth Adoption: The Trust Transfer Perspective. International Journal of Electronic Commerce 2019, 23, 595 -627.

AMA Style

Jieun Lee, Ilyoo B. Hong. Consumer’s Electronic Word-of-Mouth Adoption: The Trust Transfer Perspective. International Journal of Electronic Commerce. 2019; 23 (4):595-627.

Chicago/Turabian Style

Jieun Lee; Ilyoo B. Hong. 2019. "Consumer’s Electronic Word-of-Mouth Adoption: The Trust Transfer Perspective." International Journal of Electronic Commerce 23, no. 4: 595-627.

Journal article
Published: 16 February 2019 in Sustainability
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As concerns around today’s environmental problems increase, there is a growing need for consumers to accelerate their sustainable behaviors relating to product disposal such as product reuse and product life extension. The purpose of this study was to investigate consumers’ value perceptions and their intentions to purchase upcycled products. This study identified the total perceived utility of upcycled products as six values that influence different levels of product attitude, which, in turn, affect purchase intention. In addition, the study examined the moderating role of purchase experience in the relationship between perceived value and product attitude. Survey data from 413 people in the United States were used to test our hypotheses. We found that three values (i.e., green, emotional, aesthetic) had a significantly positive effect on both product attitude and purchase intention. The moderating effect of purchase experience was found only on the paths between green and functional values and product attitude. The findings offer implications for academics, practitioners, and policymakers in designing strategies that encourage people to purchase upcycled products. We conclude that organizations should design strategies that maximize the emotional and aesthetic values of upcycled products using varied and engaging content, such as storytelling, based on each product’s background.

ACS Style

Somi Yu; Jieun Lee. The Effects of Consumers’ Perceived Values on Intention to Purchase Upcycled Products. Sustainability 2019, 11, 1034 .

AMA Style

Somi Yu, Jieun Lee. The Effects of Consumers’ Perceived Values on Intention to Purchase Upcycled Products. Sustainability. 2019; 11 (4):1034.

Chicago/Turabian Style

Somi Yu; Jieun Lee. 2019. "The Effects of Consumers’ Perceived Values on Intention to Purchase Upcycled Products." Sustainability 11, no. 4: 1034.

Journal article
Published: 20 August 2018 in Sustainability
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With growing interest in corporate social responsibility (CSR), companies are utilizing it as a public relation (PR) tool for corporate image change. Previous research suggests that the fit between a company and CSR activity is a key determinant of CSR success. They show that, the higher the CSR fit, the more positive the consumers’ evaluations are. However, although many companies undertake various CSR activities, there is no research examining the effect of consistency among various CSR activities. In addition, there is a lack of explanation for cases where consumers positively evaluate low CSR fit. In this study, we examine CSR fit, consistency among various CSR activities (CSR consistency), and the degree of consumer support for CSR activities (CSR support). Our multiple regressions show that higher the CSR support, the more positive is the consumer’s evaluation of the company. In addition, when CSR support is high, the effect of CSR fit and CSR consistency on company evaluations is insignificant. However, when consumer support for CSR activities is low, company evaluations are positive only when both CSR fit and CSR consistency are high. In addition, the influence of three variables on company evaluation is mediated by CSR motives. Finally, we discuss the implications of this study.

ACS Style

Dongho Yoo; Jieun Lee. The Effects of Corporate Social Responsibility (CSR) Fit and CSR Consistency on Company Evaluation: The Role of CSR Support. Sustainability 2018, 10, 2956 .

AMA Style

Dongho Yoo, Jieun Lee. The Effects of Corporate Social Responsibility (CSR) Fit and CSR Consistency on Company Evaluation: The Role of CSR Support. Sustainability. 2018; 10 (8):2956.

Chicago/Turabian Style

Dongho Yoo; Jieun Lee. 2018. "The Effects of Corporate Social Responsibility (CSR) Fit and CSR Consistency on Company Evaluation: The Role of CSR Support." Sustainability 10, no. 8: 2956.

Article
Published: 13 March 2018 in Sustainability
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The purpose of this study is to investigate the antecedents related to why tourists engage in ecotourism and the consequences of ecotourism behavior. This study examined the concept of self-construal as a social aspect of self that influences different levels of ecological beliefs, which, in turn, affect ecotourism behavior. To address the unsatisfactory predictive power of the belief/attitude-behavior model, this study included the willingness to pay (WTP) for ecotourism between the ecological belief and ecotourism behavior relationships. Finally, this study examined the impact of ecotourism on tourists’ satisfaction with life as a result of ecotourism behavior. A structural equation model was constructed to test the proposed model. We found significant impacts of self-construals in explaining ecological beliefs. Significant relationships were found between ecological belief and WTP for ecotourism services which influenced ecotourism behavior, and between ecological belief and ecotourism behavior which affected satisfaction with life. The moderating effect of gender was only found on the path between WTP and ecotourism behavior. The findings of this study offer some implications for industry and policymakers to develop effective ecotourism programs.

ACS Style

Kumju Hwang; Jieun Lee. Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life. Sustainability 2018, 10, 789 .

AMA Style

Kumju Hwang, Jieun Lee. Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life. Sustainability. 2018; 10 (3):789.

Chicago/Turabian Style

Kumju Hwang; Jieun Lee. 2018. "Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life." Sustainability 10, no. 3: 789.

Journal article
Published: 01 June 2016 in International Journal of Information Management
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As social network services become more pervasive, social media advertising emerges as an attractive vehicle for augmenting advertising effectiveness. To leverage this new means of marketing, one must understand what engages SNS users in a favorable online behavior (i.e., overtly indicating personal interest in, or support for, the exposed message by clicking the Like or Share button in Facebook), thereby resulting in an effective advertising campaign. This research conceptualizes SNS ad effectiveness as a concept encompassing emotional appeal, informativeness and creativity that all have a potential to contribute to a positive online behavior. It empirically investigates the antecedents of positive user behavior for a SNS ad based on the theory of reasoned action, the social influence theory, and a persuasion theory. It proposes and tests a conceptual model of the formation of online user’s behavioral responses with regards to SNS advertising. The results of our empirical tests of the model reveal that informativeness and advertising creativity were key drivers of favorable behavioral responses to an SNS ad and that intention to engage in favorable user responses was positively associated with purchase intention. Based on these findings, the paper suggests further research directions and offers implications for harnessing the full potential of the new SNS advertising platform.

ACS Style

Jieun Lee; Ilyoo B. Hong. Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management 2016, 36, 360 -373.

AMA Style

Jieun Lee, Ilyoo B. Hong. Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management. 2016; 36 (3):360-373.

Chicago/Turabian Style

Jieun Lee; Ilyoo B. Hong. 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity." International Journal of Information Management 36, no. 3: 360-373.

Comparative study
Published: 01 December 2012 in Cyberpsychology, Behavior, and Social Networking
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This study explores motivations for playing games on social network sites as well as attitudinal and behavioral outcomes of those motivations. A total of 324 college students in the United States participated in an online survey. Found were the six motivations for playing social network games (SNG): social interaction, self-presentation, fantasy/role playing, passing time/escapism, entertainment, and challenge/competition. Further, the findings demonstrated that different types of motivations influenced attitudes toward playing SNG and intentions to engage in different social network gaming activities differentially.

ACS Style

Jieun Lee; Mira Lee; In Hyok Choi. Social Network Games Uncovered: Motivations and Their Attitudinal and Behavioral Outcomes. Cyberpsychology, Behavior, and Social Networking 2012, 15, 643 -648.

AMA Style

Jieun Lee, Mira Lee, In Hyok Choi. Social Network Games Uncovered: Motivations and Their Attitudinal and Behavioral Outcomes. Cyberpsychology, Behavior, and Social Networking. 2012; 15 (12):643-648.

Chicago/Turabian Style

Jieun Lee; Mira Lee; In Hyok Choi. 2012. "Social Network Games Uncovered: Motivations and Their Attitudinal and Behavioral Outcomes." Cyberpsychology, Behavior, and Social Networking 15, no. 12: 643-648.