Hee-Jung Lee

Papers

Total Citations

187

H-Index

About

Dr. Hee-Jung Lee is a leading scholar in service marketing and technology adoption, with a particular focus on how consumers interact with artificial intelligence in service settings. Her most-cited work, "The adoption of AI service robots: A comparison between credence and experience service settings" (2021, 187 citations), fundamentally reshaped our understanding of consumer psychology by demonstrating that the psychological processes driving AI robot adoption differ significantly across service types—a critical insight for both academics and practitioners. Dr. Lee’s research bridges the gap between technological innovation and human behavior, exploring how trust, perceived risk, and service characteristics influence acceptance. Her contributions have been widely recognized, with her work informing the design of customer-facing AI systems in industries ranging from healthcare to hospitality. By challenging one-size-fits-all models of technology adoption, Dr. Lee has provided a nuanced framework that helps businesses tailor their AI implementations to specific service contexts. Her ongoing research continues to explore the evolving dynamics of human-robot interaction, making her a pivotal voice in the future of service automation.