Yoo-Kyoung Seock, Ph.D.

College of Family and Consumer Sciences

Textiles, Merchandising and Interiors

Associate Professor

Address:
303 Dawson Hall
305 Sanford Dr.
Athens, GA 30602

E-Mail:

workOffice Phone: 706-542-4892

Current Classes

Undergraduate:

Fashion Product and Brand Management

Trend Analysis and Forecasting

Graduate:

Advanced Topics in Consumer Bahavior in Merchandising

Contemporary Topics in Textiles, Merchandising and Interiors

Quantitative Research Method in Merchandising

Education

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

Research

Consumer psychographics and behaviors in multichannel, multimedia retailing environments including brick-and-mortar, online, social media and mobile; Cultural analysis of consumer behaviors; Sustainability issues in retailing and consumer behaviors

Teaching

My teaching philosophy is to promote co-learning and multi-directional capacity building through a collaborative learning environment. My goal is to provide well-rounded classroom experiences beyond the textbook and traditional learning, including real-world exercises and interpersonal skills such as communication, collaboration, problem-solving, and team building. 

Outreach

Entrepreneurship and workplace literacy project for high school students.

Journal Articles

Selected Journal Articles (Recent 10 yrs)

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.

Seock, Y. (2009). Influence of retail store environmental cues on consumer patronage behavior across different retail store formats: An empirical analysis of U.S. Hispanic Consumers. Journal of Retailing and Consumer Services, 16(5), 329-339.

Kim, S., & Seock, Y. (2009). Impacts of health and environmental consciousness on young female consumers' attitude toward and purchase of natural beauty products. International Journal of Consumer Studies, 33(6), 627-638. 

Lee, Y., Kim, S., Seock, Y. & Cho, Y. (2009). Tourists’ attitudes towards textiles and apparel related cultural products: A cross-cultural marketing study. Tourism Management, 30(5), 724-732.

Seock, Y., & Bailey, L. R. (2009). Fashion promotions in the Hispanic market: Hispanic consumers' use of information sources in apparel shopping. International Journal of Retail & Distribution Management, 37(2), 161-181.

Editorial Appointments

Position Name of Journal Year(s)
Editorial Board Journal of Interactive Advertising
Reviewer Journal of Retailing and Consumer Services, Clothing and Textile Research Journal, International Journal of Consumer Studies, International

Service

Organization Title Year(s) Service Type
International Textile and Apparel Association Graduate Education Committee Current
International Textile and Apparel Association Culture and Industry Learning Tour Committee Current

Publications

Selected Refereed Proceedings (Recent 10 yrs)

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.

Seock, Y. (2009). Fashion promotions in the Hispanic market: Hispanic consumers' use of media in apparel shopping. 2009 Proceedings of the International Textile and Apparel Association.

Seock, Y., & Hathcote, J. M. (2009). A cross-cultural comparison of Hispanic-American vs. White-American adolescents’ use of reference agents for shopping. 2009 Proceedings of the International Textile and Apparel Association.