2025

◾ Research Papers

• Kim, J., & Rha, J. Y. (2025). Digital consumer competency and its effect on consumer welfare: A comparison across age groups. Consumer Issue Research, (issue/volume needed), 35-62.
• Rha, J. Y., Kim, S., Lee, H. R., & Kil, J. (2025). A study on the differences in dietary habits and satisfaction across regions: Focusing on the comparison between urban and non-urban areas. Korean Journal of Community Nutrition, 30(2), 140-149.
• Kim, S., & Rha, J. Y. (2025). Stepwise technology adoption by consumers: Example of autonomous driving technology. Transportation Research Part F: Traffic Psychology and Behaviour, 109, 860–879.
• Kim, S. Y., Nam, Y., Rha, J. Y., & Lee, H. (2025). Understanding the characteristics and types of single-person households based on food purchase frequencies in Korea: A cross-sectional study using the 2023 Consumer Behavior Survey for Foods. Korean Journal of Community Nutrition, 30(1), 27-39.
• Lee, H., Kim, S.-J., & Kang, M. (2025). Comparative study on eating habits and health of single-person and multi-person households. PLoS One, 20(7), e0327763.

◾ Conference Presentations

• Kim, S., Rha, J. Y., & Kim, H. K. (2025, April). Changes in consumer social media usage behavior during and after the pandemic: A latent growth curve modeling analysis (2021–2023). Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 19, 2025)
• Cho, E. S., & Rha, J. Y. (2025). A study on AI product recommendation technology and the realization of consumer autonomy. Paper presented at the Spring Conference of the Korean Survey Research Association, Seoul, Korea (May 30, 2025) (Awarded the Korean Gallup Doctoral Thesis Award)
• Kim, S., Tanaka, S., Lee, H. R., Rha, J. Y., & Kim, C. J. (2025, June). Corporate social contributions versus brand strength: Relationship among global product affinity, consumer learning, and country travel. Paper presented at the Spring Conference of the Korean Marketing Association, Seoul, Korea (June 14, 2025)
• Rha, J. Y., Lee, J. M., Nam, Y. W., Kim, J. H., & Lee, S. L. (2025). The age of AI and digital consumer competency. Paper presented at the Summer Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea ( June 21, 2025)
• Lee, H. R., & Rha, J. Y. (2025). Consumer-local linkage project. Poster presented at the Summer Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea (June 21, 2025) (Awarded the Excellence Award for New Curriculum Development, Korean Society for Consumer Policy and Education)
• Jang, Y. J., & Rha, J. Y. (2025). Shifting consumer roles in the circular economy: An exploratory study on participation in smartphone resource circulation—Focusing on in-depth interviews with consumers and experts. Poster presented at the Summer Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea (June 21, 2025).

2024

◾ Research Papers

• Rha, J. Y., Won, H. S., Cho, E. S., Seo, B. W., Lee, Y. R., Yoon, J. H., … & Lee, J. M. (2024). Public big data analysis of cross-border e-commerce before and after COVID-19. Journal of the Korea Contents Association, 24(3), 1-13.
• Rha, J. Y., Lee, H., Kim, S., & Nam, Y. (2024). A study on the relationship between purchases of meal kits and home meal replacements. Nutrition Research and Practice, 18(3), 425-435.
• Lee, H. R., Kim, J. H., & Rha, J. Y. (2024). The effects of physical, financial, and psychological factors on life satisfaction of the elderly. HER (Human Ecology Research), 62(2), 261-278.
• Rha, J. Y., Lee, H. R., & Kim, S. H. (2024). A study on the dietary satisfaction of senior consumers according to their food life competency: Focusing on single-person households. Consumer Policy and Education Review, 20(2), 25-43.
• Lee, H. R., & Rha, J. Y. (2024). A study on the typology of financial anxiety among young and middle-aged financial consumers. Journal of Financial Consumer Research, 14(3), 5-33.

◾ Conference Presentations

• Kim, J. H., & Rha, J. Y. (2024, April). The effect of digital consumer competency on digital consumption welfare: Comparison by age group. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 20, 2024)
• Rha, J. Y., Kim, S. H., Lee, H. R., & Kil, J. H. (2024, April). A study on the differences in dietary habits and satisfaction across regions: Focusing on the comparison between urban and non-urban areas. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 20, 2024)
• Rha, J. Y., Jeon, Y. S., & Lee, H. R. (2024, May). A study on the effect of consumer studies service-learning curriculum: Focusing on service learning for senior consumers. Paper presented at the Spring Joint Conference of Home Economics Fields, Seoul, Korea (May 25, 2024)
• Jeon, Y. S., & Rha, J. Y. (2024, June). A study on consumer awareness of rights infringement and improvement measures due to dark patterns. Paper presented at the Summer Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea (June 22, 2024)
• Rha, J. Y., Lee, H., Kim, S., & Kil, J. H. (2024, June). The dietary satisfaction of senior consumers living alone: The role of information use competency and affordability of food. Paper presented at the IFHE 2024 World Congress, Galway, Ireland (June 23, 2024)
• Rha, J. Y., Lee, H. R., Kim, S., & Gil, J. H. (2024, June). A study on the dietary satisfaction of senior consumers living alone. Poster session presented at the 25th World Congress of the International Federation for Home Economics (IFHE), University of Galway, Ireland (June 23, 2024)

2023

◾ Research Papers

• Kim, S. H., & Rha, J. Y. (2023). A study on consumer acceptance of gradual technology innovation: Focusing on autonomous driving vehicles. Consumer Studies Research, 34(2), 49-75.
• Rha, J. Y., Nam, Y. W., Kim, S. H., & Lee, H. R. (2023). A study on consumer behavior regarding the use of meal kits. Journal of East Asian Society of Dietary Life, 33(2), 160-173.
• Lee, H., & Rha, J. Y. (2023). Study on the consumers’ financial anxiety. Financial Planning Review, 16(2). (Page numbers needed)
• Rha, J. Y., Jeon, Y. S., & Kim, J. H. (2023). A study on the perception of MZ generation consumers regarding home meal replacements using local food. Journal of the Korean Society of Food Culture, 38(3), 143-153.
• Jang, Y. J., & Rha, J. Y. (2023). A consideration for strengthening online personal information protection for children and adolescents. Consumer Issue Research, 54(2), 165-191.
• Kim, S. H., Rha, J. Y., & Kim, H. G. (2023). Changes in consumers’ food life style examined through lifelog data: Focusing on the comparison before and after COVID-19. Consumer Studies Research, 34(5), 117-141.

◾ Conference Presentations

• Kim, S. H., Rha, J. Y., & Kim, H. G. (2023, May). Changes in consumers’ food lifestyle examined through lifelog data: Focusing on the period of COVID-19 occurrence and maintenance. Paper presented at the Spring Conference of the Korean Service Marketing Association, Seoul, Korea (May 19, 2023)
• Lee, H. R., Kim, J. H., & Rha, J. Y. (2023, October). A study on the factors influencing life satisfaction: Focusing on psychological factors. Poster session presented at the Fall Conference of the Korean Home Economics Association, Seoul, Korea (October 14, 2023)
• Rha, J. Y., Jeon, Y. S., & Kil, J. H. (2023, October). A study on the perception of the right to be forgotten among child and adolescent consumers. Poster session presented at the Fall Conference of the Korean Home Economics Association, Seoul, Korea (October 14, 2023)
• Rha, J. Y., Nam, Y. W., Lee, Y. R., Cho, E. S., Jang, Y. J., Lee, H. K., Park, S. J., Kim, J. H., & Lee, Y. J. (2023, October). Analysis of consumer values sought and quality perception of voice recognition AI shopping assistants—Focusing on the Kano model. Poster session presented at the Korean Society of Fashion Business Conference, Seoul, Korea (October 28, 2023)
• Rha, J. Y., Lee, H. R., & Kim, S. H. (2023, November). A study on the dietary satisfaction of single-person senior households according to health-related food life behavior. Poster session presented at the College of Human Ecology Academic Festival, Seoul National University, Seoul, Korea (November 3, 2023)
• Cho, E. S., Jang, Y. J., Lee, H. K., Park, S. J., Lee, Y. J., Kim, J. H., Rha, J. Y., Nam, Y. W., & Lee, Y. R. (2023, November). Deriving development priorities for voice recognition AI service technology reflecting consumer needs. Poster session presented at the College of Human Ecology Academic Festival, Seoul National University, Seoul, Korea (November 3, 2023)
• Rha, J. Y., Lee, H. R., & Kim, S. H. (2023, November). A study on the dietary satisfaction of senior consumers according to their health-related interests and behaviors: Focusing on single-person households. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 4, 2023)

2022

◾ Research Papers

• Rha, J. Y., Chun, Y., Lee, B., Ko, J., Jang, J., & Won, H. (2022). Consumers’ attitudes and purchase behavior of HMR (home meal replacement) using locally sourced food. Journal of Food Products Marketing, 28(2), 104-117.
• Rha, J. Y., Nam, Y., Ahn, S. Y., Kim, J., Chang, Y., Jang, J., … & Choo, H. (2022). What drives the use of wearable healthcare devices? A cross-country comparison between the US and Korea. DIGITAL HEALTH, 8, 20552076221120319.
• Jang, J. S., & Rha, J. Y. (2022). The effect of perceived benefits and risks of live commerce users on the intention of continued use, mediated by emotions. Proceedings of the Spring Conference, 2022(5), 20-22.

◾ Conference Presentations

• Jang, J. S., & Rha, J. Y. (2022, April). A study on live commerce usage behavior and factors affecting continued use intention: Focusing on the S-O-R model. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 28, 2022)
• Rha, J. Y., & Nam, Y. W. (2022, September). It is difficult to cook? Meal kits are here! – Understanding the meal kit consumption trend. Presentation at the Rural Development Administration Consumer Trend Presentation Contest, Jeonju, Korea (September 2, 2022)
• Kim, S. H., & Rha, J. Y. (2022, November). A study on consumers’ stepwise technology adoption: Focusing on autonomous driving technology. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 5, 2022)
• Rha, J. Y., Kim, J. H., Jeon, Y. S., & Park, S. J. (2022, November). A study on the perception of MZ generation consumers regarding home meal replacements using local food. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 5, 2022)

2021

◾ Research Papers

• Rha, J. Y., Jeon, Y. S., Lee, B. H., Han, S. G., & Ko, J. H. (2021). A study on the consumer typologies of local agricultural products according to the characteristics of distribution channel usage. Journal of Consumer Culture, 24(1), 49-72.
• Lee, B. H. (2021). The role of trust in consumer-to-consumer transaction platforms: Focusing on second-hand transaction platforms and accommodation sharing platforms. Consumer Studies Research, 32(2), 73-100.
• Rha, J. Y., Nam, Y. W., Kim, J. H., Jang, Y. J., Jang, J. S., Eom, G. S., Moon, H. S., Jeong, M. H., Hwang, J. E., Kim, Y. J., & Park, J. Y. (2021). A study on consumer health management activity types: Focusing on protection motivation theory. Consumer Studies Research, 32(3), 123-147.
• Rha, J. Y., Lee, B., Nam, Y., & Yoon, J. (2021). COVID-19 and changes in Korean consumers’ dietary attitudes and behaviors. Nutrition Research and Practice, 15(Suppl 1), S94-S105.
• Ko, J. H., & Rha, J. Y. (2021). A study on purchase motivations and typologies of local food consumers. Consumer Studies Research, 32(6), 73-99.

◾ Conference Presentations

• Rha, J. Y., Nam, Y. W., Kim, J. H., Jang, Y. J., & Jang, J. S. (2021, April). A study on consumer health management activities applying protection motivation theory. Poster session presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 24, 2021)
• Park, S. N., & Rha, J. Y. (2021, April). An exploratory study on the practice of sustainable consumption using hyper-connected technology. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 24, 2021)
• Kim, J. H., & Rha, J. Y. (2021, April). An exploratory study on the components of digital consumer competency. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 24, 2021)
• Ko, J. H., & Rha, J. Y. (2021, May). The relationship between characteristics, time allocation, and eating-out expenditure of married households: Focusing on household production theory. Poster session presented at the Spring Joint Conference of Home Economics Fields, Seoul, Korea (May 29, 2021)
• Rha, J. Y., Nam, Y. W., Kim, J. H., Jang, Y. J., & Jang, J. S. (2021, October). A comparative study on health management activities of Korean and American consumers. Poster session presented at the Fall Conference of the Korean Home Economics Association, Seoul, Korea (October 23, 2021)
• Rha, J. Y., Jeon, Y. S., Kim, J. H., Ko, J. H., Jang, J. S., & Won, H. S. (2021, October). The effect of selection attributes of home meal replacements using local agricultural products on consumer purchase intention: Focusing on the mediating effect of consumer trust. Poster session presented at the Fall Conference of the Korean Home Economics Association, Seoul, Korea (October 23, 2021)
• Ko, J. H., Nam, Y. W., & Rha, J. Y. (2021, November). A study on the determinants of the size of household debt. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 5, 2021)
• Ko, J. H., & Rha, J. Y. (2021, November). A study on purchase motivations and typologies of local food consumers. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 5, 2021)
• Rha, J. Y., Jeon, Y. S., Kim, J. H., Ko, J. H., Jang, J. S., & Won, H. S. (2021, November). An exploratory study on the dietary styles of MZ generation consumers. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 5, 2021)
• Kim, J. H., & Rha, J. Y. (2021, November). A study on the measurement and diagnosis of digital consumer competency. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 5, 2021)

2020

◾ Research Papers

• Lee, B. H., & Rha, J. Y. (2020). The composition and formation factors of trust in consumer-to-consumer transaction platforms. Consumer Studies Research, 31(3), 1-26.
• Jeon, Y. S., & Rha, J. Y. (2020). A comparative study of the legal systems in the U.S., EU, U.K., and Korea concerning online personal information protection for child consumers. Consumer Issue Research, 51(2), 1-35.
• Rha, J. Y., Kim, J. H., & Han, S. G. (2020). A study on the online personal information protection awareness and behavior of child consumers. Consumer Studies Research, 31(4), 113-138.
• Rha, J. Y., Cho, E. S., & Lee, S. E. (2020). Online personal information protection issues specialized for child users: Focused on case studies. Journal of Digital Convergence, 18(10), 23-31.
• Nam, J. Y., & Rha, J. Y. (2020). Suggestions for the development of paid membership of shopping platforms: A benchmark study of Amazon, Alibaba, and Rakuten memberships. Journal of Digital Convergence, 18(11), 99-109.
• Jang, Y. J., & Rha, J. Y. (2020). A study on consumer anxiety regarding consumer privacy based on the use of content recommendation services and situational context—Focusing on YouTube. Consumer Policy and Education Review, 16(4), 51-76.
• Rha, J. Y., Lee, B. H., Jeon, Y. S., Han, S. G., & Ko, J. H. (2020). Factors influencing consumer choice of home meal replacements using local agricultural products: Focusing on the Alpha-Beta theory. Journal of East Asian Society of Dietary Life, 30(6), 429-442.
• Joo, S. H., Seok, G. H., & Rha, J. Y. (2020). 30 years of consumer studies research: Looking back at the past, heading toward the future. Consumer Studies Research, 31(6), 1-32.
• Jin, S. Y., & Rha, J. Y. (2020). Consumers’ intention to use technology-based self-service (TBSS) in the restaurant industry—Focusing on the push-pull-mooring theory. Consumer Policy and Education Review, 16(4), 155-176.

◾ Conference Presentations

• Rha, J. Y., Lee, B. H., Jeon, Y. S., Han, S. G., & Ko, J. H. (2020, November). Consumer awareness and consumption status of local agricultural products. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 6, 2020)
• Rha, J. Y., Jeon, Y. S., Lee, B. H., Han, S. G., & Ko, J. H. (2020, November). An exploratory study on the promotion and inhibition factors of HMR consumption. Poster session presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 6, 2020)

2019

◾ Research Papers

• 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.
• Rha, J. Y., & Park, S. N. (2019). A study on the typology of North Korean defectors based on their perception of consumer problems and consumer education plan. Consumer Issue Research, 50(1), 1-31.
• Rha, J. Y., Lee, B. H., & Park, S. N. (2019). A study on consumer types based on the intention to use eco-friendly lifestyle stores. Consumer Studies Research, 30(3), 101-124.
• Lee, H. R., & Rha, J. Y. (2019). A study on gamification research and application cases in the financial sector. Journal of Financial Consumer Research, 9(2), 5-26.
• Yoo, Y. J., Rha, J. Y., Yeo, J. S., Ko, E. K., & Kim, S. Y. (2019). Consumer anxiety about unfair financial transactions by financial product—Focusing on the influence of financial knowledge and subjective consumer competency. Financial Planning Review, 12(4), 49-72.
• Cho, E. S., & Rha, J. Y. (2019). Analysis of difference in perception toward online tracking based on consumer types: Focusing on the principal-agent theory. Consumer Studies Research, 30(6), 119-141.

◾ Conference Presentations

• Lee, B. H., Park, S. N., & Rha, J. Y. (2019, April). A study on consumer types based on the intention to use eco-friendly lifestyle stores. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 27, 2019)
• Cho, E. S., & Rha, J. Y. (2019, April). A study on the types of user perceptions towards online tracking: Based on agency theory. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 27, 2019)
• Rha, J. Y. (2019, June). The thrills and perils of being young consumers in digital space. Paper presented at an International Conference, Hanover, Germany (June 12–14, 2019)
• Rha, J. Y., Park, S. N., & Lee, B. H. (2019, June). A study on the intention to use eco-friendly food stores: Focusing on consumer types based on the attitude-behavior gap. Poster session presented at the Summer Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea (June 14, 2019)
• Lee, B. H., Park, S. N., & Rha, J. Y. (2019, June). Consumers’ intention to use according to the product composition of eco-friendly lifestyle stores. Paper presented at the Summer Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea (June 14, 2019)
• Rha, J. Y. (2019, June). Non-face-to-face financial services and consumer protection: From a consumer studies perspective. Oral presentation at the National Assembly Research Service Policy Symposium, Seoul, Korea (June 20, 2019)
• Kim, H. Y., Lee, Y., Rha, J. Y., Yoon, J., & Jung, Y. J. (2019, July). The influence of core capability of a firm and perceived CSR on purchasing behavior in a different store type. Paper presented at the 2019 Global Fashion Management Conference at Paris, Paris, France. (pp. 483-488) (July 12, 2019)
• Rha, J. Y., Lee, B., Park, S., & Chang, Y. (2019, August). An exploratory study on the consumer’s typology based on intention to use eco-friendly lifestyles stores. Poster session presented at the 20th Asian Regional Association for Home Economics Conference, Hangzhou, China (August 20, 2019)
• Rha, J. Y., Cho, E., & Jin, S. Y. (2019, August). Applying agency theory to consumers’ use of personalized web services: The role of trust and self-efficacy. Poster session presented at the 20th Asian Regional Association for Home Economics Conference, Hangzhou, China (August 20, 2019)
• Rha, J. Y. (2019, October). Consumer life in a super-aged society: An approach from the user’s perspective. Oral presentation at the 11th Seoul National University Aging and High-Aging Society Research Institute Symposium, Seoul, Korea (October 29, 2019)

2018

◾ Research Papers

• Park, S. N., Lee, J. M., Rha, J. Y., Cho, E. S., Goo, H. K., Cho, Y. J., & Seo, J. I. (2018). Consumers’ preference and willingness to pay for UWV panorama video. Journal of Digital Convergence, 16(1), 135-146.
• Lee, J. M., Rha, J. Y., Kim, J. H., Park, S. N., Lee, B. H., & Cho, E. S. (2018). Consumer perception and policy implications of online tracking. Consumer Studies Research, 29(2), 171-198.
• Lee, S. J., Lee, H. R., Choi, H. J., Kim, N. D., & Rha, J. Y. (2018). A study on the retirement adjustment types and influencing factors of retirees in Korea—Focusing on Wang’s resource-based dynamic perspective. Financial Planning Review, 11(2), 31-66.
• Kim, J. H., Park, S. N., & Rha, J. Y. (2018). A comparative study of the legal systems in the EU, US, and Korea related to consumer protection in online tracking. Consumer Policy and Education Review, 14(2), 1-29.
• Lee, J. M., Park, S. N., & Rha, J. Y. (2018). The effect of perceived usefulness and perceived enjoyment on smartwatch adoption and the moderating effect of consumer inertia. Journal of Consumer Culture, 21(2), 43-65.
• Kim, H. J., & Rha, J. Y. (2018). Factors affecting the acceptance and resistance of internet-only banks: Focusing on non-adopters. Consumer Studies Research, 29(4), 97-117.
• Goo, H. K., & Rha, J. Y. (2018). Analysis of consumer perception of financial product information—Focusing on difficulties experienced when purchasing financial products. Journal of Financial Consumer Research, 8(2), 81-107.
• Lee, B. H., & Rha, J. Y. (2018). Classification of online tracking technologies and implications from the user’s perspective. Journal of Digital Convergence, 16(9), 159-172.
• Kim, J. H., Choi, H. J., & Rha, J. Y. (2018). A study on the comparison and evaluation of household financial status according to the extended life cycle. Financial Planning Review, 11(4), 107-140.
• Cho, E. S., Lee, J. M., Rha, J. Y., Park, S. N., Goo, H. K., Cho, Y. J., & Seo, J. I. (2018). Subjective video quality evaluation and user satisfaction based on screen size and content type: Comparative analysis of UHD and UWV. Journal of Digital Convergence, 16(12), 283-292.
• Park, S. N., & Rha, J. Y. (2018). Household economic structure and consumption expenditure pattern according to objective and subjective retirement types of single-person elderly households. Consumer Policy and Education Review, 14(4), 83-103.

◾ Conference Presentations

• Rha, J. Y., User Responses to Online Tracking and Policy Implications for Privacy Protection,  2018 Marketing and Public Policy Conference, Ohio, United States (June 7-9, 2018)

2017

◾ Research Papers

• 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.
• 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), 1968-1982.
• 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). (Page numbers needed)
• Kim, H. J., & Rha, J. Y. (2017). Predicting the drivers of the intention to use mobile learning in South Korea. International Journal of Interactive Mobile Technologies, 12(1). (Page numbers needed)
• Cho, E. S., Lee, J. M., & Rha, J. Y. (2017). The effect of Korea’s national image on the evaluation and purchase intention of Korean products by Southeast Asian consumers: Focusing on Vietnam, Indonesia, and Malaysia. Family and Environment Research, 55(2), 153-166.
• Lee, J. M., Park, S. N., & Rha, J. Y. (2017). Consumer innovation resistance and intention to adopt smartwatches: Focusing on consumer types according to utility and cost perception. Consumer Studies Research, 28(2), 111-132.
• Kim, H. J., & Rha, J. Y. (2017). An exploratory study on the experience of consumer privacy paradox: A grounded theory approach. Family and Environment Research, 55(2), 205-219.
• Lee, J. M., Rha, J. Y., Goo, H. K., Cho, Y. J., & Seo, J. I. (2017). Consumer response and policy proposals for UWV panorama video. Consumer Policy and Education Review, 13(2), 79-102.
• Lee, J. M., Cho, E. B., Lee, H. O., & Rha, J. Y. (2017). A survey on university students’ utilization and usefulness of digital devices/services for the realization of smart campus. Journal of Digital Convergence, 15(7), 27-39.
• Park, S. N., Cho, E. S., Rha, J. Y., Lee, Y. R., & Kim, S. Y. (2017). A study on technology-retail integration (IRC) and value by consumer purchase stage. Journal of Digital Convergence, 15(7), 147-157.
• Kim, H. J., & Rha, J. Y. (2017). A study on the intention to continuously use O2O food pre-order and pickup services: Focusing on the moderating effect of usage frequency. Journal of Consumer Culture, 20(3), 199-226.
• Kim, H. J., & Rha, J. Y. (2017). Factors affecting smart watch consumer resistance: Comparison of group differences by gender and age among the adoption delay group. Journal of the Korea Contents Association, 17(2), 447-460.
• Kim, H. J., & Rha, J. Y. (2017). The effect of parental rearing style, peer, and teacher relationships on adolescent adult media addiction and depression. Family and Environment Research, 55(6), 567-580.
• Kim, H. J., Lee, J. M., & Rha, J. Y. (2017). Factors affecting innovation resistance among consumers delaying smart watch adoption. Consumer Policy and Education Review, 13(4), 101-123.

◾ Conference Presentations

• Lee, J. M., & Rha, J. Y. (2017, March). Factors influencing the intention to use mobile payment service: Integrating privacy risk to the UTAUT framework and moderating role of gender. Paper presented at the ACRA 2017 Annual Conference, Minneapolis, MN, United States (March 29–April 1, 2017)
• Lee, J. M., Park, S. N., & Rha, J. Y. (2017, April). The effect of perceived usefulness and perceived enjoyment on smartwatch adoption and the moderating effect of inertia. Poster session presented at the 70th Spring Conference of the Korean Home Economics Association, Seoul, Korea (April 29, 2017)
• Cho, E. S., Park, S. N., & Rha, J. Y. (2017, April). Analysis of consumer value through case studies of ICT in the distribution industry. Poster session presented at the 70th Spring Conference of the Korean Home Economics Association, Seoul, Korea (April 29, 2017)
• Park, S. N., Rha, J. Y., & Lee, S. H. (2017, April). Difficulties and service needs of North Korean defectors in the process of adapting to South Korean consumer life. Poster session presented at the 70th Spring Conference of the Korean Home Economics Association, Seoul, Korea (April 29, 2017)
• Lee, J. M., Rha, J. Y., Goo, H. K., Yoon, J. H., Seo, J. I., & Cho, Y. J. (2017, April). Consumers’ subjective response to panorama video: A qualitative analysis through focus group interviews. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea (April 29, 2017)
• Lee, J. M., Park, S. N., & Rha, J. Y. (2017, May). Consumers’ intention to adopt smartwatches: The effect of usefulness, enjoyment, and inertia. Paper presented at the Spring Conference of the Korean Society of Consumer Culture, Seoul, Korea (May 27, 2017)
• Rha, J. Y., Lee, J. M., Kim, J. H., Lee, B. H., Park, S. N., & Cho, E. S. (2017, June). A comparative study on consumer privacy protection laws related to online tracking in Korea, the US, and Europe. Poster session presented at the Spring Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea (June 9, 2017)
• Lee, B. H., Lee, J. M., & Rha, J. Y. (2017, August). An exploratory study on consumer IoT technology experience and perception. Poster session presented at the 19th Asian Regional Association for Home Economics Biennial Conference, Tokyo, Japan (August 6–10, 2017)
• Cho, E. S., Park, S. N., & Rha, J. Y. (2017, August). Framework, issues and challenges for IRC (ICT Retail Convergence) by consumer purchase process. Poster session presented at the 19th Asian Regional Association for Home Economics Biennial Conference, Tokyo, Japan (August 6–10, 2017)
• Rha, J. Y., Lee, J. M., Park, S., Cho, E. S., & Lee, B. H. (2017, October). Is a smartwatch a fashion item or an IT device?: Moderating effect of category frame in smartwatch adoption. Poster session presented at the Association for Consumer Research (ACR) Annual Conference, San Diego, CA, United States (October 6–9, 2017)
• Rha, J. Y., Lee, B. H., Lee, J. M., Kim, J. H., Park, S. N., & Cho, E. S. (2017, October). A study on the current status of online tracking technology. Poster session presented at the 70th Fall Conference of the Korean Home Economics Association, Seoul, Korea (October 2017)
• Lee, J. M., Rha, J. Y., Kim, J. H., Park, S. N., Lee, B. H., & Cho, E. S. (2017, November). Consumer perception and policy implications of online tracking. Paper presented at the Integrated Conference of Consumer Studies, Seoul, Korea (November 10, 2017)

2016

◾ Research Papers

• Lee, B. H., & Rha, J. Y. (2016). A study on the ICT consumer typology in the family context. Journal of Consumer Culture, 19, 1-25.
• Rha, J. Y., Lee, J. M., Lee, H. O., & Cho, E. B. (2016). Development of a framework through literature review on smart campus. Journal of Digital Convergence, 14(4), 19-31.
• Choi, H. C., Kim, S. Y., Rha, J. Y., & Choi, H. J. (2016). A study on the consumption expenditure patterns of single-person households in their 20s and 30s: Focusing on comparison with multi-person households. Journal of Consumer Culture, 19(2), 89-110.
• Kim, H. J., & Rha, J. Y. (2016). A study on the effect of expectation-disconfirmation on satisfaction and continuous usage intention of smartphone location-based applications: Focusing on a moderated mediation model. Journal of Digital Convergence, 14(6), 119-132.
• Lee, J. M., & Rha, J. Y. (2016). The effect of ambivalent attitude toward personal information utilization and internal conflict on consumer satisfaction with mobile shopping: Focusing on the moderating effect of trust. Consumer Studies Research, 27(3), 147-170.
• Han, S. M., Rha, J. Y., Lee, D. I., Hong, J. W., Ko, M. J., & Park, J. Y. (2016). A comparative study on the online shopping behavior in major Southeast Asian countries. Journal of Retailing, 21(3), 179-197.
• Kim, H. J., & Rha, J. Y. (2016). A study on the continuous usage intention of mobile simple payment service using the S-O-R model: Analysis of multiple mediating effects of consumer emotion. Journal of the Korean Home Management Association, 34(4), 139-156.
• Brady, J., Lee, B. H., & Rha, J. Y. (2016). A cross-country comparative study on ICT use in the family context. Journal of Digital Convergence, 14(8), 277-291.
• Li, H. Y., Brady, J., 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.
• 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.
• Kim, H. J., & Rha, J. Y. (2016). A study on the effect of expectation disconfirmation on consumer response in mobile fashion shopping: Focusing on the moderating effect of gender. Journal of Consumer Culture, 19(4), 1-27.
• Lee, J. M., & Rha, J. Y. (2016). The effect of perceived consent on consumers’ intention to provide personal information and continuous use intention of location-based mobile commerce: Focusing on consumers in their 20s and 30s. Consumer Policy and Education Review, 12(4), 1-24.

◾ Conference Presentations

• Lee, J. M., & Rha, J. Y. (2016, March). Consumers’ ambivalence and internal conflicts between personalization and privacy: The effects on mobile commerce use intention and the moderating role of gender. Paper presented at the ACRA 2016 Annual Conference, New York, NY, United States
• Cho, E. B., Lee, J. M., & Rha, J. Y. (2016). Factors influencing the intention to use mobile payment service among young Korean consumers: Integrating perceived risks to the UTAUT framework. Paper presented at the 2016 ACFEA Conference, Hong Kong
• Kim, H. J., & Rha, J. Y. (2016). Using the S-O-R model to understand m-commerce continuous usage intention: Multiple mediator analysis. Paper presented at the 2016 ACFEA Conference, Hong Kong
• Li, H. Y., & Rha, J. Y. (2016). The use of ICT in Chinese family. Paper presented at the 2016 ACFEA Conference, Hong Kong
• Kim, S. Y., Yoon, J. H., Rha, J. Y., Cho, Y. J., Seo, J. I., Koo, H. G., & Li, H. Y., & Han, C. I. (2016, July). Exploratory study on user acceptance of new technology: The case of wide field of view (WFOV) video. Paper presented at the XXIII IFHE World Congress, Daejeon, Korea
• Brady, J., Lee, B. H., Rha, J. Y., & Li, H. Y. (2016, July). Information and communication technology and families: Korea, China, and the United States. Paper presented at the XXIII IFHE World Congress, Daejeon, Korea
• Park, S. N., Cho, E. S., & Rha, J. Y. (2016, July). Study on family characteristic and consumption expenditure according to financial independence and living arrangement of adult-child. Paper presented at the XXIII IFHE World Congress, Daejeon, Korea
• Rha, J. Y. (2016, April). A study on consumer satisfaction with mobile simple payment service using the S-O-R model. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea
• Rha, J. Y., & Brady, J. (2016, October). Development of a research model on ICT use in family life. Paper presented at the Fall Conference of the Korean Home Economics Association, Seoul, Korea
• Lee, J. M., & Rha, J. Y. (2016, October). The effect of Southeast Asian consumers’ Korean national image on the evaluation and purchase intention of Korean products: Focusing on Vietnam, Indonesia, and Malaysia. Paper presented at the Fall Conference of the Korean Home Economics Association, Seoul, Korea
• Rha, J. Y. (2016, October). A study on the experience of consumer privacy paradox. Poster session presented at the 69th Fall Conference of the Korean Home Economics Association, Seoul, Korea

2015

◾ Research Papers

• Lee, J. M., & Rha, J. Y. (2015). Analysis of consumer response to online cross-border purchasing using text mining. Consumer Studies Research, 26(5), 93-124.
• Rha, J. Y., & Bae, S. Y. (2015). A consideration for establishing consumer policy in preparation for unification. Consumer Policy and Education Review, 11(4), 123-138.
• Lee, J. M., & Rha, J. Y. (2015). A grounded theory analysis of consumer conflict in cross-border e-commerce. Journal of Consumer Culture, 18, 193-219.
• Choi, J. W., Jeon, Y. S., & Rha, J. Y. (2015). A consideration on the expansion of consumer roles according to changes in the ICT environment. Consumer Policy and Education Review, 11(4), 55-78.
• Kim, Y. J., Rha, J. Y., & Lee, Y. R. (2015). ICT development and customer participation in the fashion industry. Journal of the Korean Society of Clothing and Textiles, 17(6). (Page numbers needed)
• Koo, M. J., Kim, N. D., Kim, S. Y., Rha, J. Y., Lee, J. S., & Choi, H. J. (2015). A study on the development of a scale for measuring consumer values. Consumer Studies Research, 26(6), 235-266.
• Goo, H. K., & Rha, J. Y. (2015). Understanding cosmetic context through analysis of women consumers’ makeup behavior. Journal of Consumer Culture, 18(3), 147-179.
• Kim, N. D., Rha, J. Y., Kim, S. Y., Koo, M. J., Yoon, J. Y., Choi, J. W., & Choi, H. C. (2015). A consideration on the review and future direction of time-series consumer surveys. Consumer Policy and Education Review, 11(2), 1-32.
• Lee, J. M., & Rha, J. Y. (2015). A study on consumer types according to the perception of online personalized advertising: Focusing on utility and cost. Journal of Digital Convergence, 13(9), 105-114.
• Lee, H. O., Kim, R. A., & Rha, J. Y. (2015). Consumer checklist for mobile app privacy protection. Journal of Digital Convergence, 13(6), 1-12.
• Goo, H. K., & Rha, J. Y. (2015). A convergent approach to exploring factors of financial consumer problem experience—Focusing on technological information characteristics and subjective competency. Journal of Digital Convergence, 13(5), 31-39.
• Choi, A. Y., & Rha, J. Y. (2015). Analysis of smartphone user typology and determinants of consumer utility and disutility. Consumer Studies Research, 26(3), 163-186.
• Lee, J. M., & Rha, J. Y. (2015). Consumer conflict perception types and coping strategies regarding regulation of hypermarkets and corporate super supermarkets (SSM): Application of Q-methodology. Consumer Studies Research, 26(3), 83-111.
• Choo, H. J., Rha, J. Y., Paik, E. S., & Kim, H. J. (2015). Domestic home economics research on households’ sustainable consumption of natural resources. Family and Environment Research, 53(1), 93-106.

◾ Conference Presentations

• Lee, J. M., & Rha, J. Y. (2015, November). The effect of ambivalent attitude toward personal information use and internal conflict on consumer satisfaction: Focusing on location-based mobile commerce. Paper presented at the Integrated Conference of Consumer Studies, Seoul, Korea
• Han, J. Y., Choi, D. J., Choi, A. Y., Choi, J. W., Rha, J. Y., & Kwon, T. K. (2015, November). Sharing topics in Pinterest: Understanding content creation and diffusion behaviors. Paper presented at the ACM Conference on Online Social Networks, Stanford University, CA, United States
• Rha, J. Y. (2015). Consumer problem preparedness and consumer competency in the era of unification. Oral presentation at the Korea Consumer Agency Unification Seminar, Seoul, Korea
• Brady, J., Lee, B. H., & Rha, J. Y. (2015, August). The impact of information and communications technology on family life in the United States and South Korea. Paper presented at the 18th Asian Regional Association for Home Economics Biennial Conference, Hong Kong
• Rha, J. Y., Choi, A. Y., & Han, S. M. (2015, July). Understanding consumers’ channel migration to mobile: Empirical evidence from multi-device log data. Paper presented at the 22nd European Institute of Retailing and Services Studies International Conference, Montreal, Canada
• Rha, J. Y., Choi, J. W., Lee, J. M., & Choi, A. Y. (2015, July). Product category differences in consumers’ response to online behavioral advertising. Paper presented at the 22nd European Institute of Retailing and Services Studies International Conference, Montreal, Canada
• Lee, M. Y., Ha, T. H., Han, J. Y., Rha, J. Y., & Kwon, T. K. (2015, June). Online footsteps to purchase: Exploring consumer behaviors on online shopping sites. Paper presented at the ACM Web Science 2015 Conference, Oxford, United Kingdom
• Rha, J. Y., Choi, A. Y., Lee, B. H., & Han, S. M. (2015, May). Perception and reality, their intertwined relationship: Is consumers’ use of the internet affected by their attitude towards it? Paper presented at the Association for Consumer Research Asia-Pacific Conference, Hong Kong

2014

◾ Research Papers

• Rha, J. Y. (2014). Suggestions for consumer-oriented collection and use consent of personal information. Business, Finance and Law, 66. (Page numbers needed)
• Choi, A. Y., & Rha, J. Y. (2014). What do consumers associate with smart technology? Journal of Consumer Culture, 17(4), 131-155.
• Rha, J. Y., Lee, J. M., Choi, A. Y., Yoon, J. S., & Choi, J. W. (2014). Consumers’ intention to provide personal information for online personalized advertising. Telecommunications Review, 24, 137-152. (Issue number needed)
• Kim, H. J., & Rha, J. Y. (2014). Satisfaction and technostress of university student smartphone users: Focusing on consumer typology based on smartphone usage motivation. Journal of Digital Convergence, 13(1), 37-47.
• Rha, J. Y., Kim, H. G., Kim, H. J., Lee, Y. R., & Lee, J. M. (2014). Research proposal for consumer studies in the era of creating shared value (CSV). Consumer Studies Research, 25(3), 141-162.
• Kim, H. G., Rha, J. Y., Choi, H. J., & Han, S. M. (2014). Evaluation of life insurance companies’ consumer-orientation maturity. Consumer Studies Research, 25(3), 201-220.
• Goo, H. K., & Rha, J. Y. (2014). An exploratory study on consumers’ perception of third-party provision of personal information. Journal of Digital Convergence, 12(8), 187-196.
• Goo, H. K., & Rha, J. Y. (2014). An exploratory study on consumers’ perception of personal information provision consent. Journal of Consumer Culture, 17(1), 151-184.

◾ Conference Presentations

• Rha, J. Y. (2014). 2014 consumer issues and trends in consumer organization activities. Oral presentation at the 21st Conference of the Korean Consumer Law Association, Seoul, Korea
• Lee, Y. R., Rha, J. Y., Yoon, J. H., Choo, H. J., Jeon, Y. S., Kim, R. A., & Song, H. J. (2014, April). Basic research for undergraduate major education in the distribution sector: Focusing on a convergent approach. Paper presented at the Spring Conference of the Korean Society of Consumer Studies, Seoul, Korea
• Rha, J. Y. (2014, April). Typology of university student consumers’ life patterns using real-time data collection. Oral presentation at the Spring Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea
• Rha, J. Y. (2014). Consumers’ smart device usage: A comparison of smartphone and tablet PC. Paper presented at the 2014 Asian Consumer and Family Economics Association Biennial Conference, Taiwan
• Rha, J. Y. (2014). Using real-time log data in the analysis of consumers’ time allocation patterns. Paper presented at the 2014 Asian Consumer and Family Economics Association Biennial Conference, Taiwan
• Choi, A. Y., & Rha, J. Y. (2014, November). A study on consumer utility and disutility through Twitter data analysis. Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea
• Goo, H. K., & Rha, J. Y. (2014, November). A study to derive improvement measures for consent forms to strengthen the right to self-determination of personal information. Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea
• Lee, H. O., & Rha, J. Y. (2014, November). Personal information protection certification mark and consumer trust in companies. Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea
• Rha, J. Y. (2014). Consumer policy direction in preparation for unification. Oral presentation at the Korea Consumer Agency Unification Seminar, Seoul, Korea
• Rha, J. Y. (2014). Consumer welfare and home shopping distribution structure. Oral presentation at the Korea Future Consumer Forum & Commission for Shared Growth Policy Seminar, Seoul, Korea
• Rha, J. Y. (2014). A study on ‘good’ consumers from the perspective of mutual growth. Oral presentation at the Summer Conference of the Korean Society for Consumer Policy and Education & Korea Consumer Education Support Center, Seoul, Korea

2013

◾ Research Papers

• Zhao, K., Koo, H. K., & Rha, J. Y. (2013). The usage and quality evaluation of SNS: A comparison of Korean and Chinese consumers. The Journal of Asian Regional Association for Home Economics, 12, 169-181.
• Lee, J. M., & Rha, J. Y. (2013). The effect of privacy concerns and consumer trust on consumer response to online behavioral advertising for travel products. International Journal of Tourism Sciences, 13(3), 1-29.
• Goo, H. K., & Rha, J. Y. (2013). Evaluation of consumer-centered financial product information. Consumer Studies Research, 24(2), 153-181.
• Kim, H. J., & Rha, J. Y. (2013). Consumer perception of the utility and cost of smartphone location-based applications. Family and Environment Research, 51(5), 483-495.
• Lee, H. R., & Rha, J. Y. (2013). A study on consumer types according to the utilization of fund product information search channels. Journal of Financial Consumer Research, 3(2), 107-139.
• Rha, J. Y., Goo, H. K., Kim, H. J., Lee, J. M., Lee, H. R., & Lee, H. O. (2013). Analysis of financial consumers’ information search types. Consumer Studies Research, 24(4), 99-124.

◾ Conference Presentations

• Rha, J. Y., Goo, H. K., Kim, H. J., Lee, H. R., & Lee, H. O. (2013, May). Analysis of financial consumers’ information search types. Paper presented at the Conference of the Korean Society of Consumer Studies, Seoul, Korea. (May 25-30, 2013)
• Rha, J. Y., Lee, S. G., Kwon, T. K., & Park, J. H. (2013). Intelligence technology and services based on real life data. Paper presented at the Korea Computer Comprehensive Academic Conference, Seoul, Korea
• Rha, J. Y., Yeo, J. S., Son, S. H., Kim, S. Y., & Choi, A. Y. (2013). Sustainable consumer life: From awareness to practice. Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea
• Rha, J. Y., & Goo, H. K. (2013). A study on seeking ways to realize the right to consent when providing personal information: Focusing on consumer perception. Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea
• Rha, J. Y., Kim, H. G., Choi, H. J., & Han, S. M. (2013). Sustainable consumer-oriented management: A case study of Kyobo Life Insurance. Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea

2012

◾ Research Papers

• Kim, S. Y., Yeo, J., Sohn, S. H., Rha, J. Y., Choi, S., Choi, A. Y., & Shin, S. (2012). Toward a composite measure of green consumption: An exploratory study using a Korean sample. Journal of Family and Economic Issues, 33(2), 199-214.
• Goo, H. K., & Rha, J. Y. (2012). A study on the conceptualization and scale development of consumer-firm value co-creation activities. Consumer Studies Research, 23(1), 193-227.
• Goo, H. K., & Rha, J. Y. (2012). An exploratory study to seek ways to activate consumer-firm value co-creation activities: Focusing on expert panel interviews. Journal of Consumer Culture, 15(3), 159-186.
• Goo, H. K., & Rha, J. Y. (2012). A study on effective provision methods of consumer information for financial products—Focusing on cases in the UK, US, and Canada. Journal of Financial Consumer Research, 2(2), 65-95.
• Rha, J. Y., Han, G. H., Lee, J. M., Yoon, J. S., & Lee, H. R. (2012). An exploratory study on the country of origin image of infant products. Consumer Issue Research, 42, 73-99.
• Lee, J. M., & Rha, J. Y. (2012). A study on consumers’ channel selection and channel positioning in a multi-channel environment. Consumer Issue Research, 41, 143-169.
• Choi, A. Y., & Rha, J. Y. (2012). How do consumers search for information in a multi-channel environment? Consumer typology and related factors based on preferred information sources. Consumer Studies Research, 23(2), 135-164.

◾ Conference Presentations

• Rha, J. Y. (2012). A study on the effective provision of financial consumer information. Oral presentation at the Summer Conference of the Korean Financial Consumers Association, Seoul, Korea
• Rha, J. Y., Han, G. H., Jang, M. N., Lee, H. R., Yoon, J. S., & Lee, J. M. (2012). A study on household expenditure related to children: Focusing on the analysis of Boryeong baby panel data. Paper presented at the Spring Conference of the Korean Home Management Association, Seoul, Korea
• Rha, J. Y., Goo, H. K., Lee, S. E., Yoon, J. S., & Lee, H. R. (2012). Comparison of children-related consumption behaviors by cohort. Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea
• Rha, J. Y. (2012). Financial investment products and the provision of consumer information. Oral presentation at the Korean Financial Consumers Association Policy Symposium, Seoul, Korea
• Rha, J. Y., Lee, J. M., Choi, A. Y., Yoon, J. S., & Choi, J. W. (2012). Only up to there for me! Paper presented at the Integrated Conference of Consumer-Related Fields, Seoul, Korea
• Rha, J. Y. (2012). With what heart does a mother purchase products for her children? Oral presentation at the Fall Conference of the Korean Society for Consumer Policy and Education, Seoul, Korea

2010-2011

◾ Research Papers

• Choi, A. Y., & Rha, J. Y. (2011). A study on consumers’ experience with distribution channel usage using the critical incident technique (CIT). Korean Journal of Home Economics, 20(6), 1-15.
• Rha, J. Y. (2010). A comprehensive review of consumer information research: 2000–2010. Consumer Studies Research, 21(2), 1-40.
• Rha, J. Y. (2010). A study on consumers’ use of online social networks applying the diffusion of use model. Consumer Studies Research, 21(2), 443-472.
• Rha, J. Y., Lee, K. C., Yeo, J. S., Kim, N. D., & Jeon, S. M. (2010). Consumption of luxury counterfeits in Korea: Who, what, and why do they consume? Consumer Studies Research, 21(1), 273-298.
• Sohn, S. H., Kim, K. J., Rha, J. Y., & Choi, S. N. (2010). A study on the structural system and measurement indicators of green consumption competency. Consumer Policy and Education Review, 6(3), 95-119.
• Choi, A. Y., & Rha, J. Y. (2010). Analysis of consumers’ online community participation behavior using netnography. Consumer Studies Research, 21(1), 1-31.

◾ Conference Presentations

• Goo, H. K., & Rha, J. Y. (2010). A study on consumer-firm value co-creation activities. Paper presented at the Conference of the Korean Society of Consumer Studies, Seoul, Korea (pp. 82-89)