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Jeanie Lim, Ph.D.

Associate Professor

My primary research interest is consumer behavior and retail strategies in the Internet-mediated environment, such as e-commerce, m-commerce, and social commerce. I also enjoy examining cross-cultural differences in various aspects of consumer behavior. I have conducted research on e-store image, consumer loyalty decisions in the mobile services context, and consumer lifestyles in consumption of high-technology products. My current research project includes consumers’ brand experiences in social medial platforms and consumer culture in the postmodern era.

Selected Publications

Lim, Heejin and Jee-Sun Park (2013). The effects of national culture and cosmopolitanism on consumers’ adoption of innovation: a cross-cultural comparison, Journal of International Consumer Marketing, 25 (1), 16-28.


Park, Hyejune, Heejin Lim, and Youn-Kyung Kim (2013). Experiential value: Application to innovative consumer technology products, Journal of Customer Behaviour, 12 (1), 7-24.

Sneed, Christopher T., Rodney Runyan, Jane L. Swinney, and Heejin Lim (2011). Brand, Business Mix, and Sense of Place: Do They Matter Downtown? Journal of Place Management and Development, 4 (2), 121-134.

Lim, Heejin, and Hyun-joo Lee (2010). Development of Consumer Techno Segmentation and Its Application to International Markets, the International Journal of Consumer Studies, 34 (1), 87-95.

Lim, Heejin, Richard Widdows, and Neal H. Hooker (2009). Web Content Analysis of E-Grocery Retailers: A Longitudinal Study, International Journal of Retail and Distribution Management, 37 (10), 839-851.

Lim, Chaemi, Heejin Lim, and Jieun Lee (2009). Lifestyle Segmentation: Market Strategies to Win Customers in the Technology Market, Journal of Consumption Culture, 12 (1), 73-93.

Hyun-joo Lee, Heejin Lim, Laura D. Jolly, and Jieun Lee (2009). Consumer Lifestyles and Adoption of High Technology Products: A Case of South Korea, Journal of International Consumer Marketing, 21 (2), 153-167.

Kumar, Archana and Heejin Lim (2008). Age Differences in Mobile Service Perceptions: Comparison of Generation Y and Baby Boomers, Journal of Services Marketing, 22 (7), 568-577.

Lim, Heejin and Archana Kumar (2008). Gender and Loyalty in the Context of Mobile Services, International Journal of Mobile Communications. 6 (6), 714-728.

Lim, Heejin, Richard Widdows, and Jungkun Park (2006). M-Loyalty: Winning Strategies for Mobile Carriers, Journal of Consumer Marketing, 23, 4, 208-218.

Lim, Heejin and Alan J. Dubinsky (2005). Determinants of Consumers' Purchase Intention on the Internet: An Application of Theory of Planned Behavior, Psychology & Marketing, 22 (10), 833-855.

Contact Information

1215 W. Cumberland Ave.
245 Jessie Harris Building
Knoxville, TN 37996-1911

Phone: 865-974-6296
Fax: 865-974-5236

Contact the Department of Retail, Hospitality,
and Tourism Management

1215 W. Cumberland Ave.
110 Jessie Harris Building
Knoxville, TN 37996-1911

Fax: 865-974-5236

Hotel, Restaurant, & Tourism
Phone: 865-974-2141

Retail & Consumer Sciences
Phone: 865-974-2141