Jeong‐Ju Yoo

Papers

Total Citations

108

H-Index

About

Jeong-Ju Yoo is a leading scholar in consumer behavior and technology adoption, with a primary focus on how consumption values and consumer innovativeness shape the acceptance of convergence products. Her most-cited work, “The consumption values and consumer innovativeness on convergence products” (2012, 108 citations), investigates the purchase intentions for convergence home robots, drawing on data from 506 South Korean participants. This study reveals how functional, social, and emotional values interact with consumer innovativeness to drive adoption, offering critical insights for marketers and product developers in the tech industry. Yoo’s research bridges the gap between traditional consumer theory and emerging technology markets, highlighting the pivotal role of individual differences in innovation diffusion. Her contributions have been widely recognized, with this paper serving as a foundational reference for studies on smart home devices and convergent technologies. Yoo’s work continues to influence both academic discourse and practical strategies for launching novel products, making her a key voice in understanding the psychological drivers behind technology acceptance.