SEOUL NATIONAL UNIVERSITY
검색창 닫기

Profile

  • Name: Rha, Jong-Youn
  • E-mail: jrha@snu.ac.kr
  • Dept.: Consumer Science
  • Lab: Consumer Information & Retailing Lab
  • Research Areas: Multichannel consumer behavior, Consumer adoption of technology and user experience, ICT user related issues including consumer privacy 

Education

  • Harvard University, John F. Kennedy School of Goverment, Executive Program, 2003
  • Ph.D., Consumer Science, The Ohio State University, 2002
  • M. A., Consumer Sciences and Child Studies, Consumer Science, Seoul National University, 1998
  • B. A., Consumer Sciences and Child Studies, Consumer Science, Seoul National University, 1996 

Recent Publications

  • Kim, H. J., & Rha, J. Y. (2018). Predicting the Drivers of the Intention to Use Mobile Learning in South Korea. International Journal of Interactive Mobile Technologies, 12(1).
  • Park, S., Lee, J. M., Rha, J. Y., Cho, E., Koo, H. G., Cho, Y., & Seo, J. I. (2018). A Study on Consumer Preference and Willingness to Pay for UWV Panoramic Video. Journal of Digital Convergence, 16(1), 135-146.
  • Lee, B., & Rha, J. Y. (2018). Classification of Online Tracking Technology and Implications in User Perspective. Journal of Digital Convergence, 16(9), 159-172.
  • Lee, J. M., Lee, B., & Rha, J. Y. (2019). Determinants of Mobile Payment Usage and the Moderating Effect of Gender: Extending the UTAUT Model with Privacy Risk. " International Journal of Electronic Commerce Studies", 10(1), 43-64.
  • Kim J, H., Park, S. N., & Rha, J. Y. (2018). A Comparative Study on Consumer Privacy Protection Regulations related to Online Tracking in EU, US and Korea. Consumer Policy and Education Review, 14(2), 75-103.
  • Lee, J. M., Rha, J. Y., Kin, J. H., Park, S. N., Lee, B. H., & Joe, E. S. (2018). Consumer Perception and Response to Online Tracking and Policy Implications for Privacy Protection . Journal of Consumer Studies, 29(2), 171-198.
  • Lee, H., Choe, H., Kim, R., & Rha, J. Y. (2018). A Study on Retirement Adaptation of Korean Retirees . Financial Planning Review, 11(2).
  • Kim, H. J., & Rha, J. Y. (2018). Consumers’ Adoption and Resistance of Branchless Bank: Non-users Perspect. Journal of Comsumer Studies, 29(4), 97-107.
  • Lee, J. M., Park, S. N., &. Rha, J. Y. (2018). The Effects of Perceived Usefulness and Perceived Enjoyment on Smartwatch Adoption and the Moderating Role of Consumer Inertia . Journal of Consumption Culture, 21(2), 43-65.
  • Cho, E., Lee, J. M., Rha, J. Y., Park, S., Koo, H. G., Cho, Y., & Seo, J. I. (2018). Subjective Video Quality Evaluation and User Satisfaction according to Screen Size and Content Type: Comparison of UHD and UWV. Journal of Digital Convergence, 16(12), 283-292.
  • Lee, J. M., & Rha, J. Y. (2017). Ambivalence toward personalized technology and intention to use location-based mobile commerce: the moderating role of gender. " International Journal of Electronic Commerce Studies", 8(2), 197-218.
  • Park, S., Cho, E., Rha, J. Y., Lee, Y., & Kim, S. (2017). An Analysis of ICT-Retail Convergence (IRC) and Consumer Value Creation. Journal of Digital Convergence, 15(7), 147-157.
  • Kim, H., & Rha, J. (2017). Impacts of the O2O Mobile Order and Pay Services Continued Use Intention: Usage Frequency Moderating Effect. Journal of Consumption Culture, 20(3), 199-226.
  • Chung, T., Han, J., Choi, D., Kwon, T. T., Rha, J. Y., & Kim, H. (2017). Privacy Leakage in Event-based Social Networks: A Meetup Case Study. Proceedings of the ACM on Human-Computer Interaction, 1(CSCW), 35.
  • Lee, J. M., Kim, H. J., & Rha, J. Y. (2017). Shopping for Society? Consumers’ Value Conflicts in Socially Responsible Consumption Affected by Retail Regulation. Sustainability, 9(11), 1968.
  • Lee, J. M., Rha, J. Y., Koo, H. G., Cho, Y. J., & Seo, J. I. (2017). Consumer Responses to UWV Panoramic Video and Policy Suggestions. Consumer Policy and Education Review, 13(2), 79-102.
  • Kim, H. J., Lee, J. M., & Rha, J. Y. (2017). Understanding the role of user resistance on mobile learning usage among university students. Computers & Education, 113, 108-118.
  • Cho, E., Lee, J. M., & Rha, J. Y. (2017). Effect of Country Image on Product Evaluation and Purchase Intention of Korean Products: Evidence from Vietnam, Indonesia, and Malaysia. Family and Environment Research, 55(2), 153-166.
  • Kim, H. J., & Rha, J. Y. (2017). Parents, peer, and teachers relations as predictor of adolescent adult media addiction and depression. Family and Environment Research, 55(12), 567-580.
  • Kim, S., Rha, J. Y., & Yoon, J. (2017). Registered Patents related to Food Delivery Service based on ICT: A Consumer Perspective. The Korean Journal of Food And Nutrition, 30(6), 1199-1209.
  • Kim, H. J., & Rha, J. Y. (2017). An Exploratory Study on Consumer Privacy Paradox Experience: Grounded Theory Approach. Family and Environment Research, 55(2), 205-219.
  • Kim, H. J., & Rha, J. Y. (2017). Consumer Resistance to Smartwatches: Gender and Age Differences. The Journal of the Korea Contents Association, 17(12), 447-460.
  • Kim, H. J., & Rha, J. Y. (2017). Consumer Resistance to Smartwatches: Two Types of Innovation Resistance. The Journal of the Korea Contents Association, 17(12), 447-460.
  • Lee, J. M., Jo, E. B., Li, H. Y., & Rha, J. Y. (2017). A Study on University Students' Use and Assesment with Digital Devices and Services for Realizing Smart Campus. Journal of Digital Convergence, 15(7), 27-39.
  • Lee, J. M., Park, S. N., Rha, J. Y., (2017). Consumers’ Resistance and Intention to Adopt Smartwatch: Focusing on Benefit-Cost Perception, Journal of Consumer Studies, 28(2), 111-132.
  • Lee, J. M., & Rha, J. Y. (2016). Personalization–privacy paradox and consumer conflict with the use of location-based mobile commerce. Computers in Human Behavior, 63, 453-462.
  • Lee, B. H., Brady, J. T., & Rha, J. Y. (2016). Consumer's ICT usage in family context. Consumption Culture, 19(1), 1-25.
  • Lee, J. M., & Rha, J. Y. (2016). Effects of Ambivalence and Internal Conflict about Using Personal Information on Consumers’ Mobile Shopping Satisfaction: The Moderating Role of Trust . Journal of Consumer Studies, 27(3), 147-170.
  • Kim, H. J., & Rha, J. Y. (2016). The study of moderated mediating model on SEM: Focusing on expectancy disconfirmation, satisfaction and continuous usage intention of LBS application. Journal of Digital Convergence, 14(6), 119-132.
  • Kim, S. Y., Rha, J. Y., Choe, H. C., & Choe, H. C. (2016). A Study on the Consumption Expenditure of Young Single-person Households through Comparison with Multi-person Households . Journal of Consumption Culture, 9(2), 89-110.
  • Li, H. Y., Brady, J. T, Rha, J. Y, Lee, B. H. (2016), Differences in Information and Communications Technology (ICT) Use Among Chinese Families, Journal of ARAHE, 23(3), 88-98.
  • Kim, H. J., & Rha, J. Y. (2016). Application of the stimulus-organism-response model on consumer's continued intention to use mobile payment services: Multiple mediation model. Journal of Korean Home Management Association, 34(4), 139-156.
  • Brady, J. T., Lee, B., & Rha, J. Y. (2016). A Study of Cross-Country Comparison of ICT Usage in Family Context. Journal of Digital Convergence, 14(8), 277-291.
  • Han, S., Rha, J. Y., Lee, D. I., Hong, J. W., Ko, M. J., & Park, J. (2016). A Study on Online Shopping Behaviors of Southeast Asian Countries: Consumers in Malaysia, Indonesia, and Vietnam. Journal of Channel and Retailing, 21(3), 179-197.
  • Rha, J. Y., Lee, J. M., Li, H. Y., & Jo, E. B. (2016). From a literature review to a conceptual framework, issues and challenges for Smart Campus. Journal of Digital Convergence, 14(4), 19-31.
  • Lee, J.M., & Rha, J. Y., (2016). Effects of Informed Consent on Young Consumers’ Willingness to Provide Personal Information and Intention to Use Location - based Mobile Commerce, Consumer Policy and Education Review, 12(4), 1-24.
  • Kim, H. J., & Rha, J. Y., (2016). Impacts of the Expectancy Disconfirmation on the Mobile Fashion Product Shopping Consumer Response: Gender Moderating Effect, Journal of Consumption Culture, 19(4), 1-27.
  • Kim, Y. J., Rha, J. Y., & Lee, Y. (2015). ICT Development and Customer Participation in Fashion Industry. Fashion & Textile Research Journal, 17(6), 907-918.
  • Brady, J. T., Lee, B. H., & Rha, J. Y. (2015). Home Economics Education: Original Article; An Exploration of Families Use of Information and Communications Technology: The Case of Korea and the United States. International Journal of Human Ecology, 16(2), 79-88.
  • Koo, H. G., & Rha, J. Y. (2015). Which Factors Could Affect Financial Consumer Problems Experience?-Convergence Approach of both Technical Information and Subjective Competency. Journal of digital Convergence, 13(5), 31-39.
  • Lee, J. M., & Rha, J. Y. (2015). Consumer reactions to the regulation of" Big Box" retailers: Findings using Q-Methodology. Journal of Consumer Studies, 26(3), 83-111.
  • Lee, H. O., Kim, R. A., & & Rha, J. Y. (2015). Mobile App Privacy Checklist for Consumer. Journal of Digital Convergence, 13(6), 1-22.
  • Koo, M., Kim, R., Kim, S. Y., Rha, J. Y., Yeo, J. & Choe, H. (2015). Measuring and Mapping Consumption Values. Journal of Consumer Studies, 26(6), 235-266.
  • Kim, R., Rha, J. Y., Kim, S. Y., Koo, M., Yoon, J., Choi, J. & Choi, H. (2015). Time-series Consumer Surveys: What has been done and what should be done. Consumer Policy and Education Review, 11(2), 1-32.
  • Koo, H. K., & Rha, J. Y. (2015). A Study to Explore Female Consumer’s Cosmetics Using Context by Observation and In-depth Interview Approaches. Journal of Consumption Culture, 18(3), 147-179.
  • Lee, J. M., & Rha, J. Y. (2015). How Consumers Perceive Online Behavioral Advertising: Consumer Typology and Determining Factors. Journal of digital Convergence, 13(9), 105-114.
  • Choi, J. W., Jeon, Y. S., & Na, J. Y. (2015). A Study on the Expanded Consumer Roles in IT Environment. Consum. Policy Educ. Rev, 11, 55-78.
  • Lee, J. M., & Rha, J. Y. (2015). Exploring consumer responses to the cross-border e-commerce using text mining. Journal of Consumer Studies, 26(5), 93-124.
  • Rha, J. Y., & Bae, S. Y. (2015). A Study on the Consumer Policy Planning for unification in Korea. Journal of Consumer Policy and Education Review, 11(4), 123-138.
  • Lee, J. M., & Rha, J. Y. (2015). Consumers' Conflict in Cross Border E-Commerce: Applying Grounded Theory. Consumption Culture Study, 18(4), 193-219.
  • Choo, H. J., Rha, J. Y., Baek, E., & Kim, H. J. (2015). Human Ecology Research (2000-2013) on Sustainable Consumption of Natural Resources. Family and Environment Research, 53(1), 93-106.
  • Kim, H. J., & Rha, J. Y. (2015). Is smartphone smart for everybody? A study of smartphone user typology. Journal of digital Convergence, 13(1), 37-47.
  • Choi, A. Y., & Rha, J. Y. (2015). Consumer Typology and the Determinant of Utility, Disutility on Smartphone User. Journal of Consumer Studies, 26(3), 163-186. 

Recent Grants

  • “Analysis of Fashion images & styles for Fad detection” / 2019 / Principal Investigator / Private Institution
  • “IT and Retail Convergence for Sustainable Consumer Choice in a Global Context: Policy and Business Implications” / 2019 / co-Investigator / Korean Ministry of Education
  • “Do Consumers Have Trust in P2P Platform Market?: Exploratory Study on Consumers' Perception” / 2019 / Principal Investigator / Seoul National University
  • “Improving Children's Online Privacy: Empirical Findings & Policy Suggestions” / 2019 / Principal Investigator / Korea Internet & Security Agency
  • “IT and Retail Convergence for Sustainable Consumer Choice in a Global Context: Policy and Business Implications” / 2018 / co-Investigator / Korean Ministry of Education
  • “Identifying future development directions for Korean industry” / 2017 / co-Investigator / Seoul National University
  • “30 years of consumer voice in big data” / 2017 / Principal Investigator / Korea Consumer Agency
  • “Consumer Protection in the Era of Online Tracking: Suggestions for Improving Legislative Framework” / 2017 / Principal Investigator / Korea Internet & Security Agency
  • “IT and Retail Convergence for Sustainable Consumer Choice in a Global Context: Policy and Business Implications” / 2017 / co-Investigator / Korean Ministry of Education
  • “Collaborative Research towards Enhancing Consumer Safety” / 2017 / co-Investigator / Seoul National University Research Institute of Human Ecology
  • “IT and Retail Convergence for Sustainable Consumer Choice in a Global Context: Policy and Business Implications” / 2016 / co-Investigator / Korean Ministry of Education
  • “Subjective Viewing Quality Evaluation and Policy Suggestions According to WFOV Video Viewing Angle” / 2016 / Principal Investigator / Electronics and Telecommunications Research Institute
  • “Impact of population / match changes on theme park consumers” / 2015 / Principal Investigator / CHEIL INDUSTRIES INC.
  • “A Study on the Reality of North Korean Society's Living Culture and Life Industry Service Needs Since 2000” / 2015 / co-Investigator / Seoul National University College of Humen Ecology
  • “Basic research on viewing quality / acceptance according to the change of WFOV video horizontal / vertical viewing angle and viewing distance” / 2015 / co-Investigator / Electronics and Telecommunications Research Institute
  • “Identifying Service / Device Needs for User Perspective Smart Education” / 2015 / Principal Investigator / Samsung Electronics Co., Ltd. 

수정요청

현재 페이지에 대한 의견이나 수정요청을 관리자에게 보내실 수 있습니다.
아래의 빈 칸에 내용을 간단히 작성해주세요.

닫기