Jennifer Huh

Assistant Professor

Texas Tech University

United States

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Dr. Jennifer Huh is an Assistant Professor at Texas Tech University in the United States. Her research areas include consumer behavior, the impact of technology on shopping experiences, and the dynamics of brand loyalty, particularly in relation to AI-powered voice assistants. Recent articles authored by Dr. Huh explore topics such as smart shopping through voice AI, green consumer signaling among Gen Z and Millennials, and the motivational factors influencing omnichannel behaviors.

Articles (5)

Year:

2025

Year:

2024

Year:

2023

Year:

2022

Year:

2022

Collaborators (2)

Hye-Young Kim

University of Minnesota

UNITED STATES

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Naeun Kim

Assistant Professor

University of Minnesota

UNITED STATES

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Jennifer Huh

Research Interests

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Articles (5)

“Function or emotion?”: understanding smart shopping via voice AI based on the LVSEM approach

Green as the new status symbol: Examining green signaling effects among Gen Z and Millennial consumers

“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty

Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy

Showrooming versus webrooming: Examining motivational differences in omnichannel exploratory behaviors

Collaborators (2)

Hye-Young Kim

Naeun Kim

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