Mark Yi-Cheon Yim, Ph.D.


This study examined consumers' responses to interactive media in a restaurant setting (i.e., digital menus). Study 1 tested a conceptual model, which examined the underlying process shaping customers' evaluations of a Web-based digital menu. The results demonstrated that consumption visions and menu enjoyment mediated the effects of perceived interactivity on attitudes toward the digital menus. Study 1 also identified direct product experience as an important moderator of the relationship. Study 2 extended and replicated Study I in an offline setting by conducting a lab experiment that compared the use of digital and traditional menus in ordering foods that participants have experienced versus those they have not. In general, tablet-based digital menus generated greater enjoyment, increased intentions to adopt, and encouraged participants to order more within a shorter time. But they were preferred only for less-experienced foods. Furthermore, consumption visions were important mediators of interactivity effects in the digital menu condition, but not in the traditional paper menu condition, while menu enjoyment played a mediating role in both conditions.


Yim, M.Y. & Yoo, C.Y. (2020), "Are digital menus really better than traditional menus? The mediating role of consumption visions and menu enjoyment," Journal of Interactive Marketing, 50, 65-80.

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Augmented reality (AR)-based virtual try-on product presentations allow consumers to assess how well the displayed products match their actual bodies, unlike traditional Web-based product presentations. This study examines the important role of the consumer's perceived body image in consumer evaluation and intention to adopt AR-based virtual try-on technology. The study compares consumer responses to AR-based and traditional Web-based product presentations. The results reveal that consumers who perceive their body image as unfavorable record more favorable evaluations about AR than about traditional Web-based product presentations, while consumers who perceive their body image as favorable record no differences in their responses to the two presentations. Moreover, the positive and negative impacts of interactivity and media irritation on adoption intention are moderated by body image for AR but not for Web-based product presentations. This study not only has significant implications for researchers but also practical implications for e-tailors.


Yim, M.Y., & Park, S. (2019), “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations,” Journal of Business Research, 100, 581-589.

This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool using two products–sunglasses and watches. Study 1 explores the effectiveness of AR by comparing it to a conventional website. The results show that AR provides effective communication benefits by generating greater novelty, immersion, enjoyment, and usefulness, resulting in positive attitudes toward medium and purchase intention, compared to the web-based product presentations. Study 2 compares the paths by which consumers evaluate products through AR versus web with a focus on interactivity and vividness. It is revealed that immersion mediates the relationship between interactivity/vividness and two outcome variables–usefulness and enjoyment in the AR condition compared to the web condition where no significant paths between interactivity and immersion and between previous media experience and media novelty are found. Participants’ subjective opinions about AR are examined through opinion mining to better understand consumer responses to AR.

Yim, M.Y., Chu, S., & Sauer, P.L. (2017), "Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective," Journal of Interactive Marketing, 39, 89-103.