Dr. Baek’s research focuses on understanding consumers in retail settings based on consumer behavior discipline. Her research has examined the effect of diverse retail factors on shoppers in on/offline environments. Her recent projects are aimed to investigate the interplay between consumers and technology-driven retail factors and provide insights into managing and enhancing the consumer experience in the digital retail era.

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  • Undergraduate Research Innovation Scholarship (URIS). “Tactics of online product displays.” HK$ 50,000, 2021. Supervisor 
  • National Research Foundation (NRF) Korea. “K-Lifestyle Co-Creation of Young Vietnamese Consumers.” KRW 240,000K (= HK$ 1,550,000), 2020-2023, Co-I. 
  • TRSM Advancement Grant, “The Enigma of Tech Engagement on Luxury Retailing.” CAD15,000 (=HK$ 85,900), 2020-2021, Co-I. 
  • RGC Grant, Early Career Scheme (ECS), “Feeling Secure Inside these Walls: The Effect of Ceiling Height on Retail Consumers.” HK$ 642,460, 2020~2022, PI. 
  • SSHRC, “Examining Environmental Elements on Variety Seeking Behavior in Retail Settings”, CAD7,000 (=HK$ 40,000), 2019-2020, Co-I.
  • UGC Grant, Start-up Fund for New Recruits,”Virtual Reality as a Communication Tool.” HK$ 495,311, 2018-2021, PI.