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Personal profile

Personal profile

Dr Eunkyung (Erika) Lee obtained her PhD from KAIST, Seoul, Korea (2018). Her main research focus is on consumer judgment and decision making. Her current research interests include the topics of the impact of socioeconomic factors on consumer decision, online word-of-mouth, and consumer perception and adoption of AI. Prior to joining XJTLU, she has worked as Assistant Professor of Marketing at I-Shou University.

Research interests

Consumer judgment and decision making

Consumer perception and adoption of AI

Online word-of-mouth

Impact of socioeconomic factors on consumer decision


Assistant Professor, XJTLU, 2020~

Assistant Professor, I-Shou University, 2020


IOM102 Consumer Behaviour

IOM108TC Fundamentals of Marketing

IOM303 International Marketing

SMO105 Managing Across Borders

BUS303 Final Year Project

BUS457 International Business and Global Affairs Dissertation

IOM421 Dissertation/Capstone Consultancy Project

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification


Person Types

  • Staff


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Collaborations and top research areas from the last five years

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