Dr. Wooyang Kim’s Recent Study Accepted for Presentation at an International Marketing Conference

Dr. Wooyang Kim’s Recent Study Accepted for Presentation at an International Marketing Conference

Dr. Wooyang Kim from the Paseka School of Business (PSB), together with a coauthor from Savannah State University, has had a research paper accepted for presentation at the 2026 Association of Marketing Theory and Practice (AMTP) Conference. The AMTP is a premier international marketing conference that will be held in Myrtle Beach, SC, from March 29 to April 1, 2026.

The accepted study, titled “Consumer’s Acceptance of In-store Retail AI-Powered Technology: Use of Digital Tools and New Product Trial,” examines how AI-engaged new product introductions and promotional tools shape in-store grocery shoppers’ behavioral patterns and intentions. This project was conducted in cooperation with Winn-Dixie, a Florida-headquartered major supermarket chain that has operated for more than 100 years across Alabama, Florida, Georgia, Louisiana, and Mississippi. While disruptive AI has significantly shaped consumer behavior in online contexts, its use within in-store retail environments remains understudied.

This study extends Dr. Kim’s previously published work in the Journal of Applied Marketing Theory, titled “Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli,” which identified the substantial role of digital promotional stimuli during in-store shopping. His ongoing scholarly efforts on contemporary business issues remain closely aligned with MSUM’s strategic priorities and AACSB standards, and his research continues to inform the courses he teaches while advancing the visibility of the MSUM brand in academic and professional communities.