Jimmy Choi


Jimmy Choi


Jimmy is a faculty member in the Wilson School of Design and Melville School of Business at KPU. His interest in human behavior ultimately led him to a career in marketing and consumer behavior research. He has an extensive educational background that includes Master of Science in Fashion Merchandising from Seoul National University in 2013 and Doctor of Philosophy in Design and Human Environment from Oregon State University in 2017. Jimmy is always searching for a new perspective and increased insight on consumer needs and behavior. Since joining the Wilson School of Design in 2017, Jimmy has dedicated himself to interacting with students, helping them to establish a strong set of foundational research skills that ensure a successful design process.

Research Interest:

Brand Community, Consumer Behavior, Subculture


Book Chapter

Yunja Nam et al. (2013). IT Fashion (Chapter of Manufacturing Automation). Kyomunsa. *Selected as an Excellent Academic Book by the Ministry of Culture, Sports and Tourism in Korea, 2014

Refereed Research Publications

Jin Woo Choi and Minjeong Kim. (2019). Sneakerhead Brand Community Netnography: An Exploratory Research. Fashion, Style & Popular Culture 6(2) 141-158. A qualitative research (netnography) exploring the online sneakerhead community members’ behavior with the theoretical perspectives of brand community, information sharing, and brand attachment.

Jin Woo Choi and Yuri Lee. (2013). eWOM Information Search Behavior of Cycle-wear. Journal of the Korean Society for Costume 63(8) 156-170. Master’s thesis (please check above).

Ho Jung Choo, Yun Ja Nam, Yuri Lee, Ha Kyung Lee, Sung Ji Lee, Sae-eun Lee, Jae-Im Jang, Jin Hee Park, Jin Woo Choi, and Do Youn Kim. (2012). Domestic Research Trends in IT Fashion. Journal of the Korean Society for Clothing Industry 14(4) 614-628. A qualitative research (content analysis) analyzing research trends and topics regarding the future of information technology (IT) in the fashion industry.​