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Erin Cho

Executive Dean

The Hong Kong Polytechnic University

China

Research Interests

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Articles (11)

Year:

2026

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2026

Year:

2025

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2025

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2025

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2025

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2024

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2024

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2024

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2023

Year:

2023

Collaborators (2)

Chung-Wha Ki

Associate Professor

The Hong Kong Polytechnic University

HONG KONG

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Songmee Kim

Assistant Professor

Yeungnam University

SOUTH KOREA

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Erin Cho

Research Interests

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Articles (11)

How AI involvement affects curiosity and content engagement in AI-generated advertisements

Trust-building factors of service quality and the impact of trust on commitment and referral intentions for B2B IT service vendors

When virtual influencers cause service failures: The impact of human likeness and beauty types on social psychological distance and consumer intentions

Virtual influencer in Fantasyland or everyday life? A serial mediation model of influencer type, source credibility, fanship, and brand attachment

The social assumption in service redefined by AI-mediated zero-social-touch services

Consumption of digital virtual fashion goods in metaverse

Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research

Neural processing of prototypicality and simplicity of product design in forming design preferences

Wise consumer choices in online secondhand luxury (OSHL) shopping: An integrated model of motivations, attitudes, and purchase intentions for OSHL as wise, conspicuous, and sustainable consumption

Effects of Self-congruence, Self-enhancement, and Delight on Tourists’ Patronage Intentions, and Moderating Roles of Personality Propensities

The Relative Effects of Trust and Distrust on Information Acceptance from Mobile Word-of-Mouth and the Moderating Role of Event Significance and the Aggregate Preference

Collaborators (2)

Chung-Wha Ki

Songmee Kim

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