Jewon Lyu

College of Family and Consumer Sciences

Textiles, Merchandising and Interiors

Assistant Professor

309 Dawson Hall
305 Sanford Dr.
Athens, GA 30602

Curriculum Vitae


Degree Field of Study Institution Graduation
Ph.D. Retail, Hospitality, and Tourism Management -Retailing The University of Tennessee, Knoxville 2012
M.A. International Business The University of Florida, Gainesville 2008
B.S. Business Administration- International Trade Chung-Ang University, South Korea 2007


Consumer responses and behaviors in the context of: 

  • Retail innovation and Human-Computer Interactions (HCI)
  • Customer experience management in the omnichannel retailing environment 
  • Business analytics in relation to e/m/social-commerce
  • International retailing 
  • VR, AR, XR 


Merchandising and Fashion Business-related classes: Fashion Marketing, Seminar in Fashion Merchandising, Case studies, Retail Promotion and Advertising, Multi-channel Retailing, Customer Relationship Management

  • Research Methods in Textiles, Merchandising, and Interiors (TXMI 8050)
  • Advanced Topics in Retailing (TXMI 8240)
  • Retail Planning and Buying (TXMI 3240)  
  • Fundamentals of Fashion Merchandising (TXMI 3210)
  • Case Studies in Retail Industry (TXMI 5260E) to prepare a Fashion Scholarship Fund or Business Proposal! 

Prior Professional Positions

Organization Title Years of Service
Kent State University/The Fashion School Assistant Professor 2.5
Tennessee Tech University Instructor/Lecturer 2.5

Editorial Appointments

Position Name of Journal Year(s)
Guest Editor International Journal of Retail & Distribution Management 2021-Present
Conference Paper Reviewer International Textile and Apparel Association, American Marketing Science, American Marketing Association, etc. Present
Reviewer Clothing and Textile Research Journal Present
Reviewer Fashion & Textiles 2019- Present
Reviewer Family and Consumer Science Research Journal 2017- Present
Reviewer Journal of Service Marketing 2014-2017
Reviewer Computers in Human Behavior 2014-2017
Reviewer International Journal of Advertising 2021- Present


Organization Title Year(s) Service Type
American Collegiate Retailing Association Conference Organization Board 2021- Present Committee Chair
International Textile and Apparel Association Member 2015- Present Member of Curriculum Committee

Current Classes

TXMI 3240: Retail Planning and Buying

TXMI 5240: Retailing Apparel and Textiles

Current Research

Consumer behaviors/psychology in advanced communication channels (e.g., social media) and in various environments (e.g., self-service kiosk); corporate philantrophy in relation to marketing messages

Journal Articles

Selected Referred Journal Publications 

Lyu, J., Hahn, K. and Lee, H.J. (Accepted). Consumer innovativeness perceived security risk and performance expectancy as determinants of attitude and intention to purchase 3d printed fashion products. International Journal of Retail and Distribution Management

Lyu, J. and Vick, J.K. (2022). The effects of media use motivation on consumer retail channel choice: a psychological sense of community approach. Journal of Electronic Commerce Research, 23(3), 190-206. 

Hogans, K. and Lyu, J. (2022). Double consciousness of Black Millennial consumers: Their experiences in retail space. Clothing and Textile Research Journal. 1-16.

Copeland, L., Lyu, J., and Han, J.H (2021). Does Familiarity Matter? Examining Model Familiarity in Instagram Advertisements, Journal of Internet Commerce, 1-25. DOI: 10.1080/15332861.2021.2011600

Lim, H.J., Childs, M., Cuevas, L., and Lyu, J. (2021). Between You and Me: The Effects of Content Ephemerality and the Role of Social Value Orientation in Luxury Brands’ Social Media Communication. Journal of Global Fashion Marketing, 12(2), 120-132, DOI: 10.1080/20932685.2021.1881579

Cuevas, L., Lyu, J., and Lim, H.J. (2021). Flow matters: Antecedents and outcomes of flow experience in social search on Instagram. Journal of Research in Interactive Marketing, 15(1), 49-67, DOI 10.1108/JRIM-03-2019-0041

Lyu, J., and Kim, J. (2020). Antecedents of Social Media-Induced Retail Commerce Activities: Impact of Brand-consumer Relationships and Psychological Sense of Community. Journal of Interactive Advertising, 20(2), 119-132, DOI: 10.1080/15252019.2020.1769513

Hur, S., Lim, H.J., and Lyu, J. (2020). “I” or “She/he”? The Effects of Visual Perspective on Consumers’ Evaluation of Brands’ Social Media Marketing: From Imagery Fluency Perspective, Journal of Global Fashion Marketing, 11(1), 1-17, DOI:

Lee, H.J., and Lyu, J. (2019). Exploring factors that motivate older consumers’ self-service technologies (SSTs) adoption, The International Review of Retail, Distribution and Consumer Research, 29(2), 218-239.

Lyu, J., and Lim, H.J (2018). The role of a sense of community in brand online social networking, International Journal of Web-Based Communities, 14(2), 149-171.

Lyu, J., Hahn, K., and Sadachar, A. (2018). Understanding Millennial Consumer’s Adoption of 3D printed Fashion Products by Exploring Personal Values and Innovativeness, Fashion and Textiles, 5 (11), 2-24.

Lee, H.J., and Lyu, J. (2016).Personal values as determinants of intentions to use self-service technology in retailing, Computers in Human Behavior, 60,322-332.

Jones, R., Lyu, J., Kim, YK, Runyan, R., Fairhurst, A., and Jolly, L. (2014). Cross-Cultural Consensus: Development of the Universal Leadership Model, International Journal of Retail & Distribution Management, 42 (4), 140-166.

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