Jinsoo Hwang
Papers
20
Total Citations
1,034
H-Index
14
About
Jinsoo Hwang is a prominent hospitality and tourism researcher whose work sits at the cutting edge of service robotics, consumer behavior, and brand management. He has established himself as a leading voice in understanding how robotic technology is reshaping the restaurant and hospitality industries, with a particular focus on comparing human and robot service providers across dimensions such as brand experience, brand loyalty, brand authenticity, and consumer satisfaction. His most cited work, "Human baristas and robot baristas" (2021, 233 citations), exemplifies his ability to bridge technological innovation with nuanced branding theory. Hwang has made substantial contributions by applying frameworks such as the Technology Acceptance Model, Theory of Planned Behavior, and consumer innovativeness theory to emerging robotic service contexts, providing both academic and practical guidance for industry stakeholders navigating the Fourth Industrial Revolution. His research, predominantly grounded in South Korean consumer samples, has generated considerable global scholarly impact, collectively amassing over 800 citations across his top ten works alone. Students and practitioners seeking to understand the evolving dynamics between technology, consumer psychology, and hospitality branding will find Hwang's body of work essential reading.
Research Focus
Key Achievements
Top Papers
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- 3Application of consumer innovativeness to the context of robotic restaurants113 citations · 2020
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