About

Seung William Choi is a psychometrician with expertise in applying modern psychometric theories and techniques to develop and validate educational, psychological, and patient-reported outcomes measures. He holds the Pearson Endowed Professorship in Psychometrics at the College of Education, University of Texas at Austin. His research interests include the development, application, and dissemination of computerized adaptive testing programs, particularly in educational and psychological testing as well as patient-reported outcome measurements. Choi teaches graduate courses in psychometrics, including Psychometric Theory and Methods, Item Response Theory, Computer Based Testing, and Applied Psychometrics. His work involves creating and refining measurement tools and systems such as the NIH PROMIS Health Profiles and the NIH Toolbox for Assessment of Neurological and Behavioral Function. He has contributed to projects that develop dynamic internet-based testing systems, link different health outcome measurement instruments, and assess neural functions across diverse populations.

Research topics

• Computer Science
• Social psychology
• Psychology
• Political Science
• Business
• Marketing
• Engineering
• Advertising
• Mathematics
• Human–computer interaction
• Public relations
• Internet privacy

Selected publications

• Analysis of NAVER Shopping Pattern : Purchases on the NAVER Platform

  Gwanggohak yeon-gu/Gwang'gohag yeon'gu · 2026-04-30

  articleSenior author
  PublisherDOI

• Unpacking Virtual Influencer Persuasiveness: Effects of Social Attributes, Self-Congruence, and Attachment on Brand Attitude and Purchase Intention

  ASIA MARKETING JOURNAL · 2026-03-31

  articleOpen accessSenior author

  As virtual influencers (VIs) increasingly function as prominent intermediaries in brand–consumer interactions, there is a critical need for systematic investigation into their impact on consumer behavior. This study empirically explores how specific attributes of VIs—competence, warmth, and eeriness—shape consumer perceptions, attachment, and brand engagement. Results indicate that competence and warmth significantly enhance VI attractiveness, whereas eeriness diminishes attractiveness and weakens consumer responses. Furthermore, attractiveness emerges as a primary determinant of consumer attachment to VIs, with actual self-congruence acting as a moderator that reduces this attachment. Notably, stronger consumer attachment fosters more positive brand attitudes, which subsequently elevate purchase intention. These findings deepen theoretical understanding of the persuasive mechanisms underlying virtual influencer effectiveness and offer actionable insights for brands seeking to strategically optimize VI characteristics to maximize consumer attachment and drive brand engagement.

  PublisherOA PDFDOI

• The Use of AI in Mobile Interactive Advertising: The Impact of Interactivity and Celebrity Models’ Social Presence on Engagement and Advertising Effectiveness

  Journal of Digital Contents Society · 2025-02-28

  articleOpen accessSenior author
  PublisherDOI

• Multi-service usage patterns of online shoppers: integrated log and survey data

  International Journal of Advertising · 2025-04-26

  articleSenior authorCorresponding
  PublisherDOI

• The Impact of Virtual Show Host Attributes on Continued Intention to Use in Live Commerce

  Journal of Cybercommunication Academic Society · 2024-03-31 · 1 citations

  articleSenior author

  디지털 기술의 진보와 함께 라이브커머스는 빠른 속도로 성장하며 새로운 커머스 형태로 부상하고 있다. 또한 최근 주목받는 디지털 영역의 현상 중 하나는 버추얼 인플루언서의 등장이다. 이 연구는 버추얼 인플루언서가 쇼호스트 역할을 수행하는 현상에 주목하여 버추얼 쇼호스트의 설득 메커니즘에 대한 체계적인 분석을 목표로 하였다. 구체적으로 버추얼 쇼호스트의 특성을 주요 선행변인으로 설정하고 몰입의 매개효과를 통해 라이브커머스의 지속적인 시청 의도에 미치는 영향에 관한 연구 모델을 구축하여 실증적으로 검증하였다. 연구결과에 의하면 버추얼 쇼호스트의 의인화와 상호작용성은 라이브커머스 이용자의 콘텐츠 인식과 평가에 긍정적인 영향을 미치는 것으로 나타났다. 더불어 이용자의 콘텐츠에 대한 지각된 흥미성과 유용성은 그들의 몰입 경험을 강화하는 요인으로 드러났다. 이와 함께, 라이브커머스에서의 몰입 경험은 이용자의 긍정적인 태도 형성과 라이브커머스의 지속적인 시청의도를 이끌어내는 것으로 밝혀졌다. 이 연구 결과는 새롭게 주목받는 버추얼 쇼호스트의 영향력과 함께 콘텐츠 품질 향상의 중요성을 강조해 라이브커머스에 대한 이론적 이해와함께 유용한 전략적 방향성을 제시한다.

  PublisherDOI

• ONLINE COMMERCE REPERTOIRES AND THEIR CHARACTERISTICS: ANALYSIS OF PANEL LOG AND SURVEY DATA

  Global Fashion Management Conference · 2023-07-17

  articleSenior author
  PublisherDOI

• Effects of Metaverse User Characteristics and Motivation on Satisfaction and Continued use Intention

  Journal of Cybercommunication Academic Society · 2023 · 4 citations

  Senior authorCorresponding
  • Computer Science
  • Psychology
  • Social psychology

  디지털 전환이 가속화되면서 비대면 서비스의 궁극적인 형태를 지닌 메타버스(Metaverse)의 활용 범위가 사회 전반으로 확대되고 있다. 그러나 국내 메타버스 이용 행태와 실제 이용자의 반응에 관한 학술적 논의는 부족한 실정이다. 이에 본 연구는 메타버스에 대한 이용 양상을 확인하기 위해 이용과 충족이론(Uses and Gratification Theory)을 기반으로 메타버스의 이용동기와 이용자의 특성을 고려하여 메타버스의 만족도와 지속이용의도에 영향을 미치는 요인을 규명하였다. 구체적으로 10∼20대의 메타버스 이용자 302명을 대상으로 온라인 설문조사를 수행한 결과에 의하면 내향적이고 개방성이 강한 성향을 띤 이용자일수록 메타버스에 대한 만족도가 높은 것으로 나타났으며 메타버스에 대한 자기효능감이 높을수록 이용 만족도가 높게 나타났다. 반면에 이용자의 외로움이 클수록 만족도가 낮은 경향을 보였다. 한편 이용동기가 만족도에 미치는 영향을 분석한 결과에 의하면 재미와 대인관계 그리고 사회적 이미지의 동기요인이 메타버스에 대한 만족도에 유의미한 영향을 미치는 것으로 나타났다. 나아가 이용자의 특성과 이용동기에 따라 만족도가 지속이용의도에 미치는 영향력에 차이가 있음이 드러났다. 종합적으로 본 연구결과 이용자의 개별적 성향과 메타버스 이용동기에 따라 만족도의 정도에 차이가 나타날 수 있으며 메타버스 이용자의 지속이용의도를 향상시키기 위해 이용자 성향과 이용동기 요인을 고려한 서비스를 제공해야 할 필요성을 제안하였다. 이 연구는 오늘날 메타버스를 이용하는 이용자에 대한 특성을 파악하며 이들의 이해를 돕고 향후 메타버스 만족도를 제고할 수 있는 양질의 콘텐츠 개발을 위한 실무적 시사점을 제시하였다는 점에서 연구의 의의를 지닌다.

  PublisherDOI

• When Bad Becomes Good: The Role of Congruence and Product Type in the CSR Initiatives of Stigmatized Industries

  Sustainability · 2022 · 17 citations

  Senior authorCorresponding
  • Political Science
  • Psychology
  • Marketing

  This study examines how congruence and product type affect consumer responses in the context of the corporate social responsibility (CSR) of stigmatized industries. This study conducted two experiments with college students to assess the effects of congruence and CSR type (cause-related marketing vs. advocacy advertising) (Study 1) and effects of congruence and product type (hedonic vs. utilitarian) (Study 2) on consumers’ corporate evaluations. The results of Study 1 showed that congruence generates weaker attributions of corporate altruistic motives and greater negative perceptions of corporate credibility and attitude than incongruence. However, there was no significant effect of CSR type on consumers’ evaluations of a company. The findings of Study 2 revealed significant main effects for product type. When CSR initiatives are associated with hedonic products, consumers’ altruistic attributions, credibility, and attitudes toward the product are more negative than when linked to utilitarian products in stigmatized industries. Moreover, there was a marginally significant interaction effect of congruence and product type on attitude toward the company. This study contributes to the emerging body of CSR literature in stigmatized industries by empirically determining how congruence and hedonic product type may cause backlash effects.

  PublisherOA PDFDOI

• Privacy or Security: Does It Matter for Continued Use Intention of Travel Applications?

  Cornell Hospitality Quarterly · 2021 · 47 citations

  Senior authorCorresponding
  • Computer Science
  • Business
  • Marketing

  Mobile applications (apps) critically affect travelers’ decision-making and shape their experiences. Grounded in the expectancy value approach, this study examines the relationships among expectation confirmation (usefulness, ubiquity, ease of use, incentives, and enjoyment), privacy protection, security, satisfaction, and trust, and how these factors influence travel app users’ intention to continue using the app. Phase One of the study analyzed data from 509 survey respondents via structural equation modeling. The findings show that expectation confirmation, security, satisfaction, and trust influence travelers’ intention to continue using the travel app, whereas privacy protection exerts no significant effects. Travel app users’ level of technology proficiency moderates the effect of perceived security and satisfaction on the intention to continue use. In Phase Two, semi-structured interviews were conducted to explore the key findings from Phase One. This study contributes to the literature by examining expectation confirmation, perceived values of privacy protection, and security of travel app users in a single model to explain individuals’ satisfaction, trust, and continued use intention. The study findings also offer strategic implications for travel app developers as well as hospitality and tourism service providers and marketers on how to deliver a high-quality experience, enhance satisfaction and trust, and increase continued use intention among travel app users.

  PublisherDOI

• Effects of Advertising Strategies in Corporate YouTube Channels on Consumer Responses: Focusing on Vlogs

  The Journal of the Korea Contents Association · 2021-01-01 · 1 citations

  articleOpen accessSenior author
  PublisherDOI

Frequent coauthors

• Yongjun Sung

  Korea University

  23 shared

• Yoojung Kim

  12 shared

• Nora J. Rifon

  10 shared

• Eunice Kim

  Williams College

  8 shared

• You Jin Song

  University of Illinois Urbana-Champaign

  7 shared

• Dongyoung Sohn

  Hanyang University

  7 shared

• Jung‐Ah Lee

  University of California, Irvine

  6 shared

• Shu‐Chuan Chu

  DePaul University

  5 shared

Labs

• Educational PsychologyPI

Education

• M.A., Advertising

  Michigan State University

• Ph.D., Mass Media

  Michigan State University

Awards & honors

• Pearson Endowed Professorship in Psychometrics