Seung Hwan (Mark) Lee

Seung Hwan (Mark) Lee is a Professor and Associate Dean of Engagement & Inclusion at Ted Rogers School of Management at Toronto Metropolitan University. He earned his Ph.D. in Business Administration from the Ivey School of Business at Western University. He completed his MBA at the University of Windsor and Bachelor's degree in Arts & Science at McMaster University. Dr. Lee’s primary research interests are in the consumer behavior discipline, specifically focusing on the structural dynamics of social networks and its impact on retail consumers. Professor Lee also contributes to the topic of branding, marketing education, and sensory marketing. He has published in top tier journals which include Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics, and Journal of Business Research.

Publications

Consumers' Drivers of Generative Pre-Trained Transformer (GPT) Conversational Bot Adoption
Omar H. Fares, Queenie Zhu, Seung Hwan (Mark) Lee, Joseph Aversa. © 2024. 32 pages.
This chapter examines the relationship between society and artificial intelligence (AI), emphasizing the factors driving consumer adoption of AI conversational bots. The authors...