Yoo-Kyoung Seock

College of Family and Consumer Sciences

Textiles, Merchandising and Interiors

Professor & Graduate Coordinator

In my scholarly pursuits, I lead the E.Y.E. Lab, dedicated to enhancing human well-being through research, education, and community engagement. Established following the COVID-19 pandemic, the lab focuses on technology innovation.

303 Dawson Hall
305 Sanford Dr.
Athens, GA 30602

yseock@uga.edu

Education

Degree Field of Study Institution Graduation
Ph.D. Business and Economics in Clothing and Textiles Virginia Polytechnic Institute and State University, Blacksburg, VA, USA
M.S. Fashion Marketing in Clothing and Textiles Yonsei University, Seoul, South Korea
B.S. Clothing and Textiles Yonsei University, Seoul, South Korea

Research

My research program centers around the following key themes:

  • Emotional, Cognitive, and Behavioral Dynamics in Psychology: Investigating how emotions, thoughts, and behaviors influence decision-making and actions across various contexts, including daily life, education and shopping.
  • Technological Innovations and Human-Technology Interaction: Examining the impact of emerging technologies on human interactions and experiences, including the use of AR, VR, and other digital innovations.
  • Sustainability, Ethical Consumerism, and CSR: Analyzing how sustainable practices and corporate social responsibility influence choices and drive ethical behavior.

My work investigates the psychological dynamics of human behavior across various integrated environments, including online, offline, mobile, social media, and emerging platforms like the metaverse. I also study human-technology interaction in various settings. A further focus is on sustainability and ethical practices, aiming to provide insights for sustainable development and a better future, ultimately enhancing human well-being.

**The E.Y.E. (Enhance Your Experience, Empower Your Education) Lab is a research and education laboratory under my leadership. Established following the COVID-19 pandemic, the E.Y.E. Lab reflects my dedication to innovation in education, research, and community outreach. The lab focuses on the use and innovation of technology. Inaugural Member of E.Y.E. Lab: Jeongah Shin, Ph.D. Student (2020-2024).

Teaching

In the classroom, I facilitate co-learning and multidirectional capacity building in a collaborative environment. I emphasize teamwork, collaboration, problem-solving, and real-world exercises. Project-based learning and portfolio development are integral parts of my instructional approach. I teach undergraduate courses on Fashion Trend Analysis and Forecasting, Fashion Product and Brand Management, and UX/UI Design Applications in Fashion Branding. Students create professional portfolios with the projects they have completed in class.

**The E.Y.E. Lab offers educational programs and activities to enhance students' learning experiences: AR/VR-based immersive learning, application of eye-tracking technology to business analysis, UX/UI design and research, etc. In collaboration with Jeongah Shin, Ph.D. student (2020-2024), we developed an eye-tracking mobile app to support curriculum in User Experience (UX) and User Interface (UI) Design, Fashion Product and Brand Management, and workplace literacy classes.

Editorial Appointments

Position Name of Journal Year(s)
Editorial Board Journal of Retailing and Consumer Services current
Editorial Board Journal of Interactive Advertising current
Reviewer JRCS, CTRJ, IJCS, JFMM, JIA current

Service

Organization Title Year(s) Service Type
University of Georgia Graduate Council current University
University of Georgia Graduate Policy & Planning Committee - Graduate Council current University
University of Georgia Award for Excellence in Teaching Committee current University
University of Georgia 2023-25 FACS Faculty Leadership Fellow current College

Outreach

Workplace Literacy and Entrepreneurship Training for Youth: This project aims at promoting workplace literacy and entrepreneurship among youth in the community. Through this project, the E.Y.E Lab team strives to fulfill the mission of the College of Family and Consumer Sciences (FACS): "At UGA's College of Family and Consumer Sciences our mission is to advance the well-being of diverse individuals and families over their life span and strengthen communities through the generation and dissemination of knowledge, development of professionals, and provision of research-based programs" (FACS Mission Statement).

Media Spotlight

Journal Articles

Selected from 2010-present

Seock, Y., Shin, J., & Yoon, Y. (2024). Embracing environmental sustainability consciousness as a catalyst for slow fashion adoption. Sustainable Development, 1–11. https://doi.org/10.1002/sd.2889

Kong, D., Seock, Y., Marschner, S., & Park, H. T. (2023). Leveraging 4D Golf Apparel Wear Simulation in Online Shopping: A Promising Approach to Minimizing the Carbon Footprint. Sustainability, 15(14), 11444. http://dx.doi.org/10.3390/su151411444

Manley, A., Seock, Y., & Shin, J. (2023). Exploring the perceptions and motivations of Gen Z and Millennials towards sustainable clothing. Family and Consumer Sciences Research Journal, 51, 313–327. https://doi.org/10.1111/fcsr.12475

Shin, J., & Seock, Y. (2022). The new face of mimicry consumption: Understanding the mediating role of social media. International Journal of Fashion Design, Technology and Education. https://doi.org/10.1080/17543266.2022.2083695

Hogans, K., & Seock, Y. (2022). Body image of male college athletes: The role of uniforms and socio-cultural ideals on the perceptions of body image. International Journal of Fashion Design, Technology and Education. https://doi.org/10.1080/17543266.2022.2056641

Tuner, A., & Seock, Y. (2021). Customer-based pop-up store equity and consumer shopping behavior. International Journal of Fashion Design, Technology and Education. https://doi.org/10.1080/17543266.2021.2013959

Chu, S., & Seock, Y. (2020). The Power of Social Media in Fashion Advertising. Journal of Interactive Advertising, 20(2), pp. 93–94. DOI: 10.1080/15252019.2020.1802955

McClure, C. S., & Seock, Y. (2020). Understanding the effect of brand pages of social media on consumer purchase intention: The role of involvement. Journal of Retailing and Consumer Services, 53(March). https://doi.org/10.1016/j.jretconser.2019.101975

Kim, S., & Seock, Y. (2019). The roles of values, environment self-identity, and social norm on personal norms and pro-environmental product purchasing behavior: The mediating role of personal norms. Journal of Retailing and Consumer Services, 51 (November), 83-90.

Zeng, C. F., & Seock, Y. (2019). Chinese consumers’ perceptions toward social media platforms for shopping. International Journal of Fashion Design, Technology & Education, 12(2), 199–207.

Eom, H. J., Seock, Y., & Hunt-Hurst, P. (2019). Purchase intention toward luxury brands among young adult consumers from social comparison perspective. Journal of Marketing Management and Consumer Behavior, 2(4), 1-16. 

Jung, N. Y., & Seock, Y. (2018). The role of communication channel in delivering service recovery in online shopping environment. International Journal of Electronic Marketing and Retailing, 9(1), 59-76.

McClure, C. S., & Seock, Y. (2018). Does fair trade matter to consumers when purchasing cultural products? International Journal of Fashion Design, Technology and Education, 11(2), 139-147.

Jung, N. Y., & Seock, Y. (2017). Effect of service recovery on consumers’ perceived justice, satisfaction and word-of-mouth intentions on online shopping websites. Journal of Retailing and Consumer Services, 37(July), 23-30. 

Martinez, B., & Seock, Y. (2017). Crowdsourcing the design process: The influence of consumer characteristics on participation and behavioral intentions. Journal of Marketing Management and Consumer Behavior, 2(1), 59-74. 

Jung, N. Y., & Seock, Y. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(1), 1-15.

Hong, H., Seock, Y., & Kim, S. (2015). The impacts of consumer perceptions of product reviews posted on online stores on perceptions of online shopping and online purchase intention. Journal of Consumer Studies, 26(4), 1-30.

Seock, Y., Park, J., & Nam, Y. (2014). Influence of socio-economic factors on Chinese female consumers’ information search behavior in apparel shopping. International Journal of Fashion Design, Technology and Education, 7(2), 96-104.

Seock, Y., & Lee, Y. (2013). Understanding the importance of visual merchandising on store image and shopper behaviors in home furnishings retail setting. European Journal of Business and Management, 5(4), 174-187.

Seock, Y., & Merritt, L. R. (2013).  Influence of BMI, perceived media pressure, and peer criticism/teasing on adolescent girls’ body satisfaction/dissatisfaction and clothing-related behaviors. Clothing and Textiles Research Journal, 31(4), 244-258.

Seock, Y., Giraudo, A., & Gautreaux, L. (2013). Case study of U.S. cotton textile industry. Journal of Business Case Studies, 9(3), 243-248.

Seock, Y., & McBride, J. (2012). The impact of consumer knowledge/familiarity with private label brands (PLBs) and store image on perceptions and preferences toward PLBs and patronage intentions: Case of midscale department store PLBs. Journal of the Korean Society of Clothing and Textiles (English Edition), 36(6), 616-630.

Seock, Y., & Lin, C. (2011). Cultural influence on loyalty tendency and evaluation of retail store attributes: An analysis Taiwanese and American consumers. International Journal of Retail and Distribution Management, 39(2), 94-113.

Seock, Y., & Hathcote, J. M. (2010). A cross-cultural comparison of Hispanic-American vs. White-American adolescents’ use of reference agents for shopping. Family and Consumer Sciences Research Journal, 39(1), 45-56.

Chen-Yu, J. H., Hong, K., & Seock, Y. (2010). Adolescents’ clothing motives and store selection criteria: A comparison between South Korea and the United States. Journal of Fashion Marketing and Management, 14(1), 127-144.

Bailey, L. R., & Seock, Y. (2010). The relationships of fashion leadership, fashion magazine content and loyalty tendency. Journal of Fashion Marketing and Management, 14(1), 39-57.

Publications

Selected from 2010-present

Marsh, S., & Seock, Y. (2023). Customer experience in luxury retail: What matters?  2023 Proceedings of the Recent Advances in Retailing and Services Science.

Collier, J. M., & Seock, Y. (2023). Fashion private label brands: How to shape positive attitudes and purchase intentions. 2023 Proceedings of the Recent Advances in Retailing and Services Science.

Seock, Y., & Ryan, K. (2022). Understanding consumer psychographics behind slow fashion behaviors. 2022 Proceedings of the Recent Advances in Retailing and Services Science.

Shin, J., & Seock, Y. (2022). The role of Instagram activities in mimicry consumption. 2022 Proceedings of the Recent Advances in Retailing and Services Science.

Shin, J., & Seock, Y. (2022). Bringing Technology into the Classroom: Wear Your Magic Box. 2022 Proceedings of International Textile and Apparel Association.

Jiang, Z., Seock, Y., & Lyu, J. (2021). Does Augmented Reality (AR) really engage consumers? Exploring AR-driven consumer engagement. 2021 Proceedings of International Textile and Apparel Association.

Shin, J., Lyu, J., & Seock, Y. (2021).  Tell me your TMI (Technology, Merchandise, and Information) in Virtual Reality (VR). 2021 Proceedings of International Textile and Apparel Association.

Fordham, S., & Seock, Y. (2021). How is big data used in omnichannel retailing? 2021 Proceedings of American Marketing Association (AMA)/American Collegiate Retailing Association (ACRA).

Shin, J., & Seock, Y. (2021). Does social media really make you more connected? The effect of residential status and generation on Instagram activities. 2021 Proceedings of American Marketing Association (AMA)/American Collegiate Retailing Association (ACRA).

Manley, A., & Seock, Y. (2021). Perceptions and motives for sustainable clothing purchases in Millennials and Gen Z. 2021 Proceedings of American Marketing Association (AMA)/American Collegiate Retailing Association (ACRA).

Seock, Y. & Shin, J. (2020). Impact of sustainability consciousness on slow fashion behavior. 2020 International Textile and Apparel Association. 

Shin, J. & Seock, Y. (2020). The new face of mimicry consumption behavior. 2020 Proceedings of International Textile and Apparel Association.

Ishani, F.N. U., & Seock, Y. (2020). Sponsored posts from Instagram influencers and purchase intentions: The mediating role of the perceived value of sponsored posts. 2020 Proceedings of International Textile and Apparel Association.

Hunt-Hurst, P., McInnis, A. & Seock, Y. (2020). Developing a Fashion and Sustainability Class for Freshmen. 2020 Proceedings of International Home Economics Federation

Shin, J., & Seock, Y. (2020). Mediation effect of Instagram activities between belongingness and mimicry consumption. 2020 Proceedings of International Conference on Clothing and Textiles.

Turner, A., & Seock, Y. (2020). Customer-based pop-up store equity: A quantitative study on the new emerging retail trend of pop-up stores. 2020 Proceedings of American Collegiate Retailing Association.

Ryan, K., Shin, J., & Seock, Y. (2020). Gen Z and millennials: Do they care about sustainability in fashion practices? 2020 Proceedings of American Collegiate Retailing Association.

Shin, J., & Seock, Y. (2020). Does Instagram matter to consumers’ psychological well-being and consumption behavior? 2020 Proceedings of American Collegiate Retailing Association.

Weigle, E., & Seock, Y. (2019). A dress-based approach to categorizing types of fashion influencers on Instagram. 2019 Proceedings of the International Textile and Apparel Association.

Seock, Y., & Zeng, C. F. (2019). Age and gender differences in Chinese consumers’ perceptions on social media and eWOM: A study of WeChat. 2019 Proceedings of Global Fashion Management Conference.

Seock, Y., & Merritt, L. (2019). Ethnic Differences in Use of Media, Perceived Media Pressure and Body Perception. 2019 Proceedings of ITAA/Regent’s University Joint Conference on Sustainability in Fashion.

Weigle, E., Ishani, F.N.U., Shin, J., & Seock, Y. (2019). Generation Z and fashion innovativeness on Instagram. 2019 Proceedings of American Collegiate Retailing Association.

McClure, C. & Seock, Y. (2018). Small business and social media: How using social media impacts customer-based store equity, store preference, and purchase intention. 2018 Proceedings of the International Textile and Apparel Association. 

McClure, C., & Seock, Y. (2018). A Qualitative Investigation of Social Media Use from a Small Business Retail Perspective. 2018 Recent Advances in Retailing and Services Science Proceedings.

Kim. S. H., & Seock, Y. (2017). The roles of values, environment self-identity, and social norms on personal norms and eco-friendly apparel purchasing behavior. 2017 Proceedings of the International Textile and Apparel Association.

Jung, N. Y., & Seock, Y. (2017). The Effects of Customer Age on Service Recovery Evaluation Process in Retail. 2017 Proceedings of the International Textile and Apparel Association. 

Jung, N. Y., & Seock, Y. (2016). Cognitive and affective antecedents to satisfaction with service recovery as moderated by service failure perception. 2016 Proceedings of the American Collegiate Retailing Association.

Martinez, B., & Seock, Y. (2016).  Crowdsourcing the design process: The influence of consumer characteristics on participation and behavioral intentions. 2016 Proceedings of the American Collegiate Retailing Association. 

Jung, N. Y., & Seock, Y. (2016). Comparative study of service recovery activities: Apology and compensation. 2016 Proceedings of the American Collegiate Retailing Association. 

Eom, H. J. & Seock, Y. (2016). Purchase intention toward luxury fashion brands from the social comparison perspective. 2016 Proceedings of Academy of Marketing Sciences. 

Eom, H. J. & Seock, Y. (2016). Purchase intention toward luxury fashion brands: An empirical analysis with White and U.S.-Asian consumers. 2016 Proceedings of the American Collegiate Retailing Association.

Jung, N. Y., & Seock, Y. (2015). The Impact of service recovery communication channel on perceived quality of service recovery and consumer behavior. 2015 Proceedings of the International Textile and Apparel Association.

Eom, H. J. & Seock, Y. (2015). Factors influencing purchase intention toward luxury fashion brands. 2015 Proceedings of the International Textile and Apparel Association.

McClure, C. S., & Seock, Y. (2015). Social media marketing: What matters to brand? 2015 Proceedings of the American Marketing Association Retail SIG and the American Collegiate Retailing Association. 

Jung, N. Y., & Seock, Y. (2015). The effect of service recovery on consumers’ perceived justice, satisfaction and word-of-mouth intentions on online shopping websites. 2015 Proceedings of the American Marketing Association Retail SIG and the American Collegiate Retailing Association.

Jung, N. Y., & Seock, Y. (2014). The impact of corporate reputation on brand attitude and purchase intention. 2014 Proceedings of the International Textile and Apparel Association.

Hong, H., Seock, Y., Kim, G., & Kim, E. (2012). Perceived inferiority of review quality: Increasing perceived risk of online shopping and decreasing online purchase intention. 2012 Proceedings of the International Textile and Apparel Association.

Park, J., Seock, Y., & Nam, Y. (2012). Information sources and evaluative criteria used for purchasing apparel products by social class: Analysis of Chinese female consumers. 2012 Proceedings of the Recent Advances in Retailing and Services Science.

Park, J., Seock, Y., & Park, E. (2012). Impacts of marketing communication means, consumer knowledge and purchase experience on consumer-brand relationship. 2012 Proceedings of the Recent Advances in Retailing and Services Science.

Park, J., Seock, Y., & Nam, Y. (2012).  Differences in information search behavior by socio-economic status: An analysis of Chinese female consumers. 2012 Proceedings of BIFT-ITAA Joint Symposium in China.

Hong, H., & Seock, Y. (2011). Motives for reading online consumer product reviews and online shopping. 2011 Proceedings of the International Textile and Apparel Association.

Inabnett, C. S., & Seock, Y. (2011). The effects of fair trade involvement in cultural products on consumers’ affective response and purchase intention. 2011 Proceedings of the Recent Advances in Retailing and Services Science.

Shin, S., & Seock, Y. (2011). Application of Brand Concept Maps to the Fashion Industry. 2011 Proceedings of the Recent Advances in Retailing and Services Science.

Seock, Y., & McBride, J. (2011). Influence of department store image on private label brand preference among consumers with different level of knowledge and familiarity. 2011 Proceedings of Academy of Marketing Sciences. 

Hong, H., & Seock, Y. (2011). Qualitative study on motives for reading online consumer product reviews. 2011 Proceedings of the Korean Society of Clothing and Textiles.

Seock, Y., & Lin, C. (2010). Impact of Cultural Differences on Loyalty Tendency: An Analysis of Taiwanese and American Consumers. 2010 Proceedings of the International Textile and Apparel Association.

Kim, S., & Seock, Y. (2010). Predictors of Consumption of Natural Beauty Products. 2010 Proceedings of the International Textile and Apparel Association.

Park, N., Park, J., & Seock, Y. (2010). Impacts of Apparel Manufacturer-Contractor Business Relationships on Relationship Commitment and Firm Performance. 2010 Proceedings of the International Textile and Apparel Association.

McBride, J., & Seock, Y. (2010). The effects of store image and the knowledge and familiarity of private label brands (PLBs) on consumers’ perceptions of PLBs and patronage behavior. 2010 Proceedings of the Recent Advances in Retailing and Services Science.

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