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College of Hospitality, Retail and Sport Management

Faculty and Staff

Jung-Hwan Kim, Ph.D.

Title: Associate Professor
Department: Department of Retailing
College of Hospitality, Retail and Sport Management
Phone: 803-777-0489
Fax: 803-777-4357
Office: Close-Hipp 706
Resources: Google Scholar
Jung-Hwan Kim, associate professor, Department of Retailing, College of HRSM


Ph.D., The Ohio State University
A.A.S., Fashion Institute of Technology
M.S., SookMyung Women's University
B.S., Hannam University


Jung-Hwan Kim is an associate professor in the Department of Retailing at the University of South Carolina. Kim completed her doctoral degree in 2006 at The Ohio State University. At the University of South Carolina, Kim teaches various courses in the fields of retail management and fashion merchandising/digital innovations.

Kim's research focuses on exploring digital transformation and emotional branding, investigating interactive shopping experiences, and understanding luxury consumer behavior. This encompasses the study of digital retailing, decision-making processes, shopping experiences, the impact of social media, advancements in retail technology, and perceptions of luxury brands. Her research has appeared in European Journal of Marketing, Journal of Research in Interactive Marketing, Journal of Retailing and Consumer Services, Journal of Fashion Marketing and Management, Managing Service Quality, Clothing and Textiles Research Journal, and The Service Industries Journal.

Honors / Awards

  • Patricia G. Moody Researcher and Scholar of the Year, 2024
  • Direct Selling Education Foundation (DSEF) Fellow
  • Honorable mention in research, Department of Consumer Sciences, The Ohio State University, 2006


  • Digital transformation in retail
  • Emotional branding and consumer behavior
  • Interactive shopping experiences
  • Luxury consumer behavior
  • Social media impact on retail


  • RETL 295 – Retailing Practicum
  • RETL 368 – Fashion Product Analysis
  • RETL 369 – Retail Promotion
  • RETL 388 – Fashion Forecasting
  • RETL 460 – Retail Branding Strategies
  • RETL 462 – Merchandising Management Strategies
  • RETL 695 – Retailing Literature and Thought
  • RETL 798 – Directed Study in Retailing
  • HRSM 795 – Field Project in HRSM
  • HRSM 788 – Applied Research in Hospitality, Retail and Sport Management

Selected Publications

Yoo, J., Kim, J-H., Kim, M., Park, M. (2023). Imagery evoking visual and verbal information presentations in digital commerce: The roles of augmented reality and product review. Journal of Research in Interactive Marketing.

Kim, J-H., & Kim, M. (2023). Guest editorial: Evolution and disruptions in retailing service through digital transformation. Journal of Service Management, 34(2), 173-175.

Kim, J-H., Kim, M., Park, M., & Yoo, J. (2023). Immersive interactive technologies and virtual shopping experience: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR). Telematics and Informatics, 77, 101936.

Thompson, K., & Kim, J-H. (2022). The excessive use of social-media among college students: The role of mindfulness. Open Access Journal of Addiction and Psychology, 5(5), 1-8.

Kim, J-H., Kim, M., Park, M., & Yoo, J. (2021). How interactivity and vividness influence consumer virtual reality shopping experience: The mediating role of telepresence. Journal of Research in Interactive Marketing, 15(3), 502-525.

Kim, M., Kim, J-H., Park, M., & Yoo, J. (2021). The roles of sensory perceptions and mental imagery in consumer decision-making. Journal of Retailing and Consumer Services, 61, 102517.

Nealon, M., & Kim, J-H. (2021). The short-term and long-term effects of COVID-19 on the fashion retail industry. Journal of Textile Science & Fashion Technology, 8(4), 1-6.

Kim, H., Park, M., Kim, M., Kim, J-H., & Yoo, J. (2021). The study on consumers’ decision making processes in offline shopping environments. Journal of the Korean Society of Design Culture, 27(2), 81-93.

Kim, J-H., Kim, M., Yoo, J., & Park, M. (2021). Consumer decision-making in a retail store: The role of mental imagery and gender difference. International Journal of Retail & Distribution Management, 49(3), 421-445.

Kim, J-H., & Kim, M. (2020). Conceptualization and assessment of e-service quality for luxury brands. The Service Industries Journal, 40(5-6), 436-470.

Kim, J-H., Hsu, M. M., & Yuen, C. A. (2020). Individual and social factors impacting Chinese millennials’ luxury consumption. International Journal of Costume and Fashion, 20(1), 27-43.

Kim, J-H. (2020). Luxury brands in the digital age: Perceived quality and gender difference. The International Review of Retail, Distribution and Consumer Research, 30(1), 68-85.

Book Chapters

Kim, J-H., & Kim, M. (2014). The power of consumers in the process of co-creating value. In J. Kandampully (Ed.), Customer experience management: Enhancing experience and value through service management (pp.153-164). Kendall Hunt Publishing Company.

Kim, J-H., & Lennon, S. J. (2012). Electronic retailing and service quality. In J. Kandampully (Ed.), Services management: The new paradigm in retailing (pp. 97-116). Springer Nature.

Selected Grants and Projects

Building the innovative consumer decision-making process model in an omni-channel retail context: Based on qualitative, qualitative and fMRI approaches. Humanities and Social Sciences Basic Research Support Program, National Research Foundation of Korea. $222,911.18. 2016-2019. Co-PI.

Getting Started with Teaching Online at USC. Faculty Support Grants, Center for Teaching Excellence (CTE), University of South Carolina, $750. 2015.

College of HRSM Faculty Premier Summer Research Support. College of Hospitality, Retail, and Sport Management, University of South Carolina. $8,000. 2012. PI.

College of HRSM Internal grant for Faculty Research. $9,000. 2007-2008. Co-PI.

Professional Affiliations

  • International Textile and Apparel Association (ITAA): Committee Chair for Student Best Paper Awards
  • Journal of Service Management (JOSM): Editorial Board
  • Journal of Research in Interactive Marketing (JRIM): Editorial Board
  • Clothing and Textile Research Journal (CTRJ): Editorial Board
  • Fashion and Textiles: Editorial Board
  • The Journal of the Korean Society of Clothing and Textiles (JKSCT): Editorial Board

Challenge the conventional. Create the exceptional. No Limits.