Behavioral Market Modeling
Modeling consumer preferences, adoption intentions, and demand shifts in emerging technology markets.
#Consumer-DemandResearch
My research examines how emerging technology markets evolve under uncertainty by connecting three layers: technology trajectories, consumer interpretation and adoption, and market-level dynamics that can be explored through data-driven simulation and LLM-based agents. Across mobility, energy, and finance, I use behavioral market modeling, semantic and network-based analysis, and applied data intelligence to turn complex signals into decision-relevant insight.
Research Focus
LLM-Based Agent Simulation
Using persona-based LLM agents to examine decision-making under alternative market scenarios.
#Agent-SimulationTechnology Trajectory Analysis
Analyzing how technologies evolve and converge using patent, text, and network-based methods.
#Innovation-SupplyApplied Data Intelligence
Building data-driven analytical systems for mobility, energy, finance, and domain-specific decision support.
#Data-AnalyticsResearch Projects
2026 3 posts
- [Submitted] Reconstructing Consumer Reasoning via Persona-Based LLM Agents Year: 2026 Status: Submitted
This manuscript develops a theory-guided, persona-based LLM agent framework for examining heterogeneous consumer decision pathways.
- Simulating Consumer Decisions via Persona-based LLM Agents (Master's Thesis) Year: 2026 Status: Published (Master's Thesis)
My Master's Thesis on integrating human cognitive reasoning with Large Language Models to simulate and forecast emerging market dynamics.
- [Working Paper] Consumer Choice Modeling for Smart Home Demand Response Services Year: 2026 Status: Working Paper
Ongoing research: Analyzing consumer preferences and psychological thresholds for adopting smart home Demand Response (DR) services using choice experiments.
2025 7 posts
- Chatbot Design for Structuring User Input Data via LLM (Poster Award) Year: 2025 Status: Presented (Poster)
Presented in Winter Conference of the Journal of the Korean Data Analysis Society. Designing an LLM-based chatbot architecture to extract intent, strictly structure user data into JSON, and automate proactive feedback.
- Profiling the User of Real Estate Tax Tech Market (Poster Award) Year: 2025 Status: Presented (Poster)
Presented in Winter Conference of the Journal of the Korean Data Analysis Society. An empirical study profiling actual users of a real estate tax solution using RFM variables and K-Means clustering to derive targeted CRM strategies.
- [Submitted] Mapping Technological Convergence via LLM-enhanced Analytics Year: 2025 Status: Submitted
This manuscript is currently under review. It develops a semantic-enhanced main path analysis approach for examining technology convergence in smart grids.
- TRIZ & Graph RAG-based Intelligent Patent Convergence (IPC) Service (Creative Award) Year: 2025 Status: Presented (Oral)
Creative Award at the K-Data Science Consortium. Utilizing TRIZ, Neo4j, and LangChain to map technological convergence and simulate R&D ideation through a Knowledge Graph of patents.
- Unsupervised Learning-Based Electrical Anomaly Detection in EV Batteries (KCI) Year: 2025 Status: Published (KCI)
Published in the Journal of Korea Society of Industrial Information Systems. An Autoencoder-based approach to detect electrical anomalies in EV batteries, analyzing the effects of charging methods and aging.
- Impact of MaaS on First-Last Mile Shared Micromobility and Carbon Reduction (KCI) Year: 2025 Status: Published (KCI)
Published in the Journal of the Korean Society of Innovation. An empirical study analyzing how MaaS adoption drives demand for shared micromobility in first-last mile trips and its quantitative environmental benefits.
- [In Press] Predicting Consumer Travel Behavior in the MaaS Era Year: 2025 Status: In Press
This manuscript is in press. It extends the conference study on MaaS adoption and mobility demand modeling.
2024 2 posts
- Semantic Main Path Analysis for Tech Trajectories (Conference Best Paper Award) Year: 2024 Status: Presented (Oral)
Recipient of the Best Paper Award at the 2024 KOTIS Fall Conference. Following expert feedback, this pilot study has been extensively revised and submitted to an international journal.
- CATCH! NEWSFIN: Generative AI-based Financial News Service (Excellence Award) Year: 2024 Status: Award (Competition Project)
Excellence Award at the 1st Baekgyeong Hackathon. CATCH! NEWSFIN is an AI agent utilizing EEVE-Korean LLM and RAG to curate financial news and combat financial illiteracy.
2023 2 posts
- Consumer Choice Analysis for Mobility as a Service (Conference Presentation) Year: 2023 Status: Presented (Oral)
Oral presentation archive from the 2023 KSOI Fall Conference. Following the collection of diverse academic feedback, this research has been refined and submitted to a journal.
- BERT-based News Sentiment Analysis and Black-Litterman Asset Allocation (KCI) Year: 2023 Status: Published (KCI)
Published in the Korean Journal of Financial Management. Integrating unstructured cognitive data (news sentiment via BERT) into quantitative financial portfolio optimization.
2022 1 posts
- Selection and Analysis of Fire-Prone Areas to Enhance Response Capabilities (Excellence Award) Year: 2022 Status: Award (Competition Project)
Excellence Award at Pukyong National University. A data-driven analysis project to optimize urban fire response infrastructure using Sparse PCA and clustering algorithms.