Professor Juna An of Dong-A University Department of Fashion Design Selected for NRF Humanities and Social Sciences Young Researcher Support Program

"Convergence of Digital Technology and Consumer Psychology
Suggesting Directions for Designing Human-Centered Shopping Experiences"

Dong-A University (President Lee Haewoo) announced that Professor Juna An from the Department of Fashion Design has been selected as a final recipient of the National Research Foundation of Korea's "2025 Humanities and Social Sciences Young Researcher Support Program."

Professor Juna An, Department of Fashion Design, Dong-A University. Provided by Dong-A University

With this selection, Professor Juna An will conduct a research project titled "A Study on the Retail Therapy Effect and Shopping Well-being of VR Window Shopping," and will receive a total research grant of 50 million KRW over the next two years.

The project selected for Professor Juna An aims to systematically investigate the impact of virtual reality (VR)-based window shopping environments on consumers' psychological well-being and consumption behavior. The research intends to comprehensively analyze, from both academic and practical perspectives, the potential of "digital retail therapy" that could contribute not only to technological innovation but also to emotional recovery and the enhancement of positive emotions.

Professor Juna An stated, "This research focuses on exploring how VR, in a consumer environment shifting from technology-centered to emotion-centered, can go beyond simple visual stimulation to actually contribute to consumers' psychological stability and satisfaction. I hope to suggest directions for designing a more human-centered shopping experience through the convergence of digital technology and consumer psychology."

Professor An also added, "I hope this research can make a practical contribution to improving the quality of life for consumers in digital environments."