Dr. Wooyang Kim’s Recent Study Accepted for Presentation at AI-related Academic Conference
Dr. Wooyang Kim, Professor of Marketing at Paseka School of Business, along with coauthors from Temple University, has had his research paper accepted for presentation at the 40th Anniversary Conference of the Korean American University Professors Association (KAUPA), to be held in San Antonio, TX, from January 22 to 24, 2026. The conference, themed “Korean Studies in the Artificial Intelligence Era: Multidisciplinary Research by Korean Scholars Transforming the World,” will be hosted by the University of Texas at San Antonio.
The study, titled “Diffusion and Adoption of Generative Artificial Intelligence: A Theory-Driven Empirical Study in Korea,” examines the social diffusion and adoption of Generative AI through a multi-level, theory-driven approach. It employs a quadripartite framework that integrates perspectives from the disciplines of sociology, marketing, and information systems to explain how Generative AI innovation evolves and influences South Korea’s current sociotechnical structure.
Dr. Kim has also been selected as a research grant recipient from KAUPA for this study. His ongoing research project aims to develop a unified theoretical framework and conduct theory testing through a comparative analysis across socioculturally and sociotechnically distinct national contexts (e.g., China, South Korea, and the United States). This project aligns with MSUM’s strategic goals and AACSB standards by advancing high-quality scholarship with meaningful societal impact.