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  • Choi, Jeonghye
    Associate Professor
  • Division   Marketing
    Ph.D. University of Pennsylvania
  • Lab   Business Hall #537
  • Contact   02-2123-6575
  • Email   jeonghye@yonsei.ac.kr


Ph.D., Wharton School, University of Pennsylvania


Associate Professor, Yonsei University (2015.09-present)
Assistant Professor, Yonsei University (2010.09-2015.08)
연세대학교 경영대학 연구업적교수 (2014-2019)
Visiting Professor of Industrial and Systems Engineering, KAIST (2016.09–2017.08)


Digital Marketing, MarTech, AdTech, Omnichannel Retailing, Digital Retailing, Mobile Applications, Retail Innovation, O2O, O4O, Social Network, Word-of-Mouth Marketing, User-Generated Content, Text-mining, Image Processing, Big Data, Log Data Analytics.

Industries: Retailing, FMCG, Gaming, Cosmetics, Apparel, Luxury, Pharmaceutical/Medical, Credit Card, Startup, etc.


Published Papers (in English)                                                                                                                                

Jo, Wooyong, Sarang Sunder, Jeonghye Choi, and Minakshi Trivedi (2019), “Protecting Consumers from Themselves: Assessing Consequences of Usage Restriction Laws on Online Game Usage and Spending,” forthcoming, Marketing Science.

Yoon, Yeohong, Alex Jiyoung Kim, Jeeyeon Kim, and Jeonghye Choi (2019), “The Effects of eWOM Characteristics on Consumer Ratings: Evidence from TripAdvisor.com,” International Journal of Advertising, 38 (5), 684-704.

Kang, Moon Young, Yonglim Choi, and Jeonghye Choi (2019), “The Effect of Celebrity Endorsement on Sustainable Firm Value: Evidence from the Korean Telecommunication Industry,” International Journal of Advertising, 38 (4), 563-576.

Kim, Jeeyeon, Mingyung Kim, Jeonghye Choi, and Minakshi Trivedi (2019), “Offline Social Interactions and Online Shopping Demand: Does the Degree of Social Interactions Matter?”, Journal of Business Research, 99 (June), 373-381.

Kim, Sang Jin, Kyung Hoon Kim, and Jeonghye Choi (2019), “Design Innovation and Purchase Behavior for Augmented Products,” Journal of Business Research, 99 (June), 354-362.

Toker-Yildiz, Kamer, Minakshi Trivedi, Jeonghye Choi, and Sue Ryung Chang (2017), “Social Interactions and Monetary Incentives in Driving Consumer Repeat Behavior,” Journal of Marketing Research, 54 (3), 364-380. 

Kim, Mingyung, Jeeyeon Kim, Jeonghye Choi, and Minakshi Trivedi (2017), “Mobile Shopping through Applications: Understanding Application Possession and Mobile Purchase,” Journal of Interactive Marketing, 39 (August), 55-68.

Son, Jungmin, Jikyung (Jeanne) Kim, Jeonghye Choi, and Mingyung Kim (2017), “Linking Online Niche Sales to Offline Brand Conditions,” Journal of Business Research, 70 (January), 74-84.

Choi, Jeonghye, David R. Bell, and Leonard M. Lodish (2012), “Traditional and IS-Enabled Customer Acquisition on the Internet,” Management Science, 58 (4), 754-769.

Bell, David R., Jeonghye Choi, and Leonard M. Lodish (2012), “What Matters Most in Internet Retailing,” Sloan Management Review, 54 (1), 27-33.

Choi, Jeonghye and David R. Bell (2011), “Preference Minorities and the Internet,” Journal of Marketing Research, 48 (4), 670-682.  

Choi, Jeonghye, Sam Hui, and David R. Bell (2010), “Spatiotemporal Analysis of Imitation Behavior across New Buyers at an Online Grocery Retailer,” Journal of Marketing Research, 47 (1), 75-89.

Published Papers (in Korean)                                                                                                                              

장연 (Jiang Yan), 김상화, 조우용, 최정혜 (2018), “ 럭셔리 브랜드의 판매 성과와 제품, 고객, 구색의 영향: 매장 유형의 조절 효과를 중심으로,” 유통연구, 41권 4호, 55-73.

김상화, 김지연, 최정혜, 정예림 (2016), " B2B 기업의 마케팅 활동과 고객의 시장 환경이 매출 성과에 미치는 영향," 한국경영과학회지.

윤여홍, 조우용, 최정혜, 정예림 (2016), " 온라인 게임 규제와 청소년의 시선: 규제 대상자들의 반발심과 또래문화를 중심으로," 한국콘텐츠학회논문지.

김지연, 최정혜, 정예림 (2016), "매장 내•외부 환경과 지역 시장 환경이 매장 성과에 미치는 영향," 유통연구, 21권3호, 27-53.

김지연, 조우용, 최정혜, 정예림 (2016), "온라인상의 기업 및 소비자 텍스트 분석과 이를 활용한 온라인 매출 증진 전략," 한국경영과학회지, 41권2호, 81-100.

조우용, 최정혜 (2016), "게임 머니와 개시 머니 소비에 관한 실증 연구: 경험, 성취, 지역적 격차를 중심으로," 한국콘텐츠학회논문지, 16권2호, 295-309.

손정민, 김민경, 최정혜 (2015), "소비자의 지역 이주가 온라인 브랜드 선호변화차이에 미치는 영향," 경영학연구, 44권6호, 1609-1628.

김지연, 김민경, 최정혜 (2015), "오프라인과 온라인 채널상의 기존제품과 신제품의 판매 성과: 경험재에 대한 시계열 분석을 중심으로," 지식경영연구, 16권4호, 109-132.

손정민, 김민경, 최정혜 (2015), "오프라인 환경 변화가 틈새 제품의 온라인 수요에 미치는 영향," 마케팅연구, 30권4호, 45-67.

최정혜, 정예림, 김민경, 조우용 (2015), "모바일 VOD 콘텐츠 구매 요인에 관한 실증 연구," 지식경영연구, 16권3호, 1-21.

손정민, 조우용, 최정혜 (2014), "온라인 게임의 고객 유형별 이탈 요인: 신규 고객과 기존 고객을 중심으로," 한국경영과학회지, 39권4호, 115-136.

최정혜, 손정민, 박경민, 박선주, 정승화 (2013), "이용자 생산 콘텐츠 플랫폼 사이트 내에서 생산자 참여가 소비자 선택과 몰입에 미치는 차별적 영향," 경영학연구, 42권2호, 529-551.

Manuscripts Under Review                                                                                                               

Kim, Jikyung (Jeanne), Sanghwa Kim, and Jeonghye Choi (2019), “Purchase Now and Consume Later: Do Online and Offline Environments Drive Online Social Interactions and Sales?” under 2nd round, Journal of Business Research.

Jiang Yan, Jeeyeon Kim, Moon Young Kang, and Jeonghye Choi (2019), “Clicks to Bricks: The Impact of Product Introduction in Offline Stores for Digital Retailers,” under 2nd round, Journal of Business Research.

Kim, Jikyung (Jeanne), Hyea Ssin Song, Jeonghye Choi, Junghan Hong, and Yongsup Kim (2019), “Exploratory Study of the Use of Digital and Social Media in the Shopping Journey for Electronic Goods: Evidence from Korea and China,” invited to revise, Journal of Business Research.

Jo, Wooyong, Jikyung (Jeanne) Kim, and Jeonghye Choi (2019), “Who Are the Multichannel Shoppers and How Can Retailers Use Them?” under 1st round, Asia Pacific Journal of Marketing and Logistics.

Kim, Jikyung (Jeanne), Yeohong Yoon, Jeonghye Choi, and Dilip Soman, “Do Text Reminders About Credit Card Spending Help Reduce Spending? A Quasi-Experimental Evaluation,” under 1st round, Journal of Marketing.


유통연구 우수논문상, 유통학회, 2019.
논문: 장연 (Jiang Yan), 김상화, 조우용, 최정혜 (2018), “ 럭셔리 브랜드의 판매 성과와 제품, 고객, 구색의 영향: 매장 유형의 조절 효과를 중심으로,” 유통연구, 41권 4호, 55-73.

2015 MSI (Marketing Science Institute) Young Scholar, 2015.

SPC 신진경영학자상, 경영학회, 2014.

Scholarly Achievement Award (Social Sciences), 128th Anniversary of Yonsei's founding, 2013.

Winner of the 2013 Robert D. Buzzell MSI Best Paper Award, 2013.
Article: Iyengar, Raghuram, Christophe Van den Bulte, and Jeonghye Choi (2012), “Distinguishing among Mechanisms of Social Contagion in New Product Adoption,” Marketing Science Institute Working Paper, 11-119. http://www.msi.org/news/index.cfm?id=361 http://www.msi.org/1304-bestpaper.cfm

Chohun Research Award (초헌학술상), 2011.

Winner of the 2010 AMA TechSIG Best Article of the Year Competition, 2011.
Article: Choi, Jeonghye, Sam Hui, and David R. Bell (2010), “Spatiotemporal Analysis of Imitation Behavior across New Buyers at an Online Grocery Retailer,” Journal of Marketing Research, 47 (1), 75-89.

Runner-up of the Fisher IMS & AMA SERVSIG Dissertation Proposal Competition, 2010.

Best Empirical Paper at UTD-Frontiers of Research in Marketing Conference, 2009
Article: Choi, Jeonghye and David R. Bell (2011), “Preference Minorities and the Internet,” Journal of Maketing Research, 48 (4), 670-682.

Winner of the Best Retail Proposal Award, the SMA Doctoral Dissertation Competition, 2009.

Winner of the AMA TechSIG Most Promising Dissertation Proposal Competition, 2009.


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