Dr. Jinzhe Yan (also known as Geumchul Um) is an Associate Professor at Gachon University. He received a Ph.D. in Business Administraion from Sungkyunkwan University, Soth Korea. Dr. Yan's research focuses on consumer behavior, digital marketing, marketing analytics, artificial intelligence applications in marketing, and sustainable business development. His scholarly work has been published in leading international journals, with notable contributions to understanding technology-enabled consumer decision-making, marketing strategy, and data-driven business innovation. Among his academic achievements, he is particularly proud of research exploring AI-driven marketing, consumer engagement, and sustainable value creation. He actively serves the academic community as a reviewer and collaborator in interdisciplinary research on data science, marketing and consumer dicision making.