Jaewon Yoo

National Tsing Hua University (國立清華大學)
Institute of Service Science, College of Technology Management
Rm 828B, TSMC Bldg., No. 101, Sect. 2, Kuang-Fu Rd.
Hsinchu, Taiwan 30013
Assistant Professor
Email: jaewon.yoo@iss.nthu.edu.tw
Homepage: j1yoo.github.io
Phone: +886-03-5162543

Academic Appointments

National Tsing Hua University August 2021 -
Assistant Professor
Institute of Service Science, College of Technology Management.
  • Committee member, International Master of Business Administration Program (iMBA) March 2022 -
  • Committee member, International Bachelor of Business Administration Program (iBBA) March 2022 -
New York University (NYU) Shanghai March 2020 - October 2020
Visiting Postdoc Fellow
Center of Business Education and Research.
  • Advised by Dr. Yuxin Chen

Education

Korea Advanced Institute of Science and Technology (KAIST) September 2013 - February 2020
Ph.D. in Business and Technology Management
  • Dissertation: "Studies on the Impacts of Innovation and Emerging Technologies on Marketing"
  • Committee: Wonjoon Kim (Chair), Yuxin Chen (NYU), Minki Kim, Dukhee Lee, Hyejin Kim
  • Visiting scholar at NYU Center for Business Education and Research (2018)
Korea Advanced Institute of Science and Technology (KAIST) September 2011 - August 2013
M.Eng. in Management Science
  • Thesis: "Exploring the Influence of Social Recommendation on Choice Overload Phenomenon: Focusing on Cognitive Conflict and Ideal Point Availability"
  • Committee: Wonjoon Kim (Chair), Hangjung Zo, Youngyim Doh
University of Arizona August 2006 - December 2010
B.A. in Economics
  • Minor in Japanese
  • Honorable mention (2008-2009), Dean's list (2009)

Research

The corresponding author is denoted by *.

Manuscripts Under Review

current

  1. Comment Sections and News Consumption: Evidence of Complementarity from Platform Self-Regulation. Hee Mok Park, Jaewon Yoo*, Minki Kim. Under review, Information Systems Research (UTD24, FT50).
  2. Why Do Direct-to-Physician Promotions by Pharmaceutical Firms Increase Over Time? Evidence from 464 Drugs. Sungjoon Nam, Minki Kim, Jaewon Yoo*. Under 2nd Revise & Resubmit, Journal of Business Research (SSCI/NSTC Mgmt. II Top Journal List).
  3. Interactive Blind Lead-In Ads and Purchase Conversion: The Roles of Completion and Creative Design Features. Seokjoon Yoon, Jaewon Yoo*, Minki Kim, Wonjoon Kim, Min Sok Lee. Under 2nd Revise & Resubmit, Journal of Interactive Marketing (SSCI/NSTC Mgmt. II Top Journal List).
  4. Helping Hands to Bear the Burden of Choice: Recommendations from Similar, but Not Close, Others Reduce Choice Difficulty. Jaewon Yoo, Wonjoon Kim*, Joshua Ackerman. Revision invited, Journal of Marketing (UTD24, FT50).

Working Papers

current

  1. Structure-Aware Robust Counterfactual Explanations via Conditional Gaussian Network Classifiers. Zhan-Yi Liao, Jaewon Yoo, Hao-Tsung Yang, Po-An Chen.
  2. From What Ifs to Insights: Counterfactuals in Causal Inference vs. Explainable AI. Galit Shmueli, David Martens, Jaewon Yoo, Travis Greene.
  3. Exploring Apps with Mixed Ratings: Examining How Users Find Regulatory Fit in Making Purchase Decision. Edgar A. Duron, Soumya Ray, Jaewon Yoo.
  4. Navigating the New Retail Landscape: Mobile Scan-and-Go and the Impact of Mobile Payment Adoption. Jaewon Yoo, Yuxin Chen, Minki Kim, Wonjoon Kim.

Publications

2018

  1. Compromise Effect and Consideration Set Size in Consumer Decision-Making. Jaewon Yoo, Hyunsik Park, Wonjoon Kim*. Applied Economics Letters, 2018.
  2. The Effect of Alliance Activity on Patent Litigation: In the Case of Printed Electronics. Minjeong Kang, Jaewon Yoo, Wonjoon Kim*, Namil Kim. Journal of Korea Technology Innovation Society, 2018.

Academic Talks and Conferences

Exploring the Stars: Regulatory Fit from App Store Exploration 2024
DIGIT workshop (Special Interest Group on Adoption and Diffusion of Information Technology), 2024 International Conference on Information Systems (ICIS), Bangkok, Thailand, December 14, 2024.
Empirical Causal Studies in IS 2024
Institute of Information Management, National Yangming-Chiaotung University (NYCU), Hsinchu, Taiwan, October 16, 2024.
Empirical Causal Studies in IS 2024
College of Management, National Sun Yat-Sen University (NSYSU), Kaoshung, Taiwan, May 20, 2024.
Does Engagement Marketing Drive Sales Conversion? An Empirical Investigation of Marketing Strategies for Retail Operations Efficacy 2024
2024 AMA Winter Academic Conference, St. Pete Beach, Florida, February 23, 2024.
Empirical Causal Studies in IS 2023
College of Technology Management, National Tsing Hua University (NTHU), Hsinchu, Taiwan, November 29, 2023.
Media Self-Regulation and Online Flaming on News Consumption Behavior 2023
2023 National Science and Technology Council (NSTC) IS Workshop on Emerging Topics in Digital Economy Services, Hsinchu, Taiwan, July 25, 2023.
Mobile Payment and In-Store Mobile Purchase Behavior 2022
PACIS 2022 Information Systems Research (ISR) Author Development Workshop at National Taiwan University, Taipei, Taiwan, July 04, 2022.
held virtually due to COVID-19
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World 2021
The 2021 Korean Association for Information Society--Korea Media Management Association Conference, Seoul, Republic of Korea, July 03, 2021.
Presented by Prof. Minki Kim
Mobile Payment and In-Store Mobile Purchase Behavior 2020
Institute of Service Science, National Tsing Hua University, Hsinchu, Taiwan, December 24, 2020.
held virtually due to COVID-19
Mobile Payment and In-Store Mobile Purchase Behavior 2020
The KAIS-KMMA Joint Conference on the Life in the Age of Digital Dynamics at Korea U., Seoul, Republic of Korea, August 14, 2020.
Third-Party Mobile Payments and Customer Mobile Purchase Behavior 2020
42nd Annual INFORMS Marketing Science Conference at Duke University, Durham, NC, June 11, 2020.
held virtually due to COVID-19
Mobile Payment and In-Store Mobile Purchase Behavior 2020
The 2020 Korea’s Allied Economic Associations Annual Meeting at Korea U., Seoul, Republic of Korea, February 13, 2020.
Presented by Prof. Minki Kim
Studies on the Impacts of Innovation and Emerging Technologies on Marketing 2019
The 1st Joint Conference on Distribution, Marketing, Advertising, and Consumer Behavior (DMAC), Seoul, Republic of Korea, December 20, 2019.
KMA doctoral dissertation competition best paper award
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World 2019
Research Seminar at UNIST School of Business Administration, Ulsan, Republic of Korea, November 20, 2019.
Presented by Prof. Minki Kim
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior 2019
2019 KSMS International Conference, Seoul, Republic of Korea, November 16, 2019.
Mobile Payments Revolution: The Impact of Mobile Payments on Customer Mobile Purchase Behavior 2019
The 11th Yale China India Consumer Insights Conference at MIT, Boston, MA, September 20, 2019.
Recipient of the doctoral student support from Yale School of Management
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior 2019
Erasmus School of Economics, Erasmus University Rotterdam, Rotterdam, Netherlands, September 12, 2019.
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World 2019
The 2019 Korean Marketing Association--Korean MIS Association Conference, Jungseon, Republic of Korea, August 21, 2019.
Presented by Prof. Minki Kim
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior 2019
The 3rd CEIBS Marketing Symposium at CEIBS, Shanghai, China, April 26, 2019.
Presented by Prof. Yuxin Chen
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior 2019
KAIST College of Business, KAIST, Seoul, Republic of Korea, April 18, 2019.
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior 2019
The 2019 Spring Conference of the Korean Marketing Association at Korea U., Seoul, Republic of Korea, March 08, 2019.
Curiosity Evocation and Resolution in Ads: Empirical Investigation in Large-Scale Randomized Controlled Trials 2018
40th Annual ISMS Marketing Science Conference at Temple U., Philadelphia, PA, June 13, 2018.
Presented by Prof. Minki Kim
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World 2018
Darden-Cambridge Judge-HKU FBE Entrepreneurship and Innovation Research Conference at HKU, Hong Kong, China, May 09, 2018.
Presented by Prof. Minki Kim
Digital Ads Apathy? Content Marketing in a Mobile and Distracted World 2017
NYU-Temple 2017 Conference on Digital, Mobile Marketing, and Social Media Analytics at NYU, New York, NY, December 08, 2017.
Exclusive by invitation only
Digital Ads Apathy? Content Marketing in a Mobile and Distracted World 2017
The 2017 Conference of Korea Association for Telecommunications Policies in Seoul, Republic of Korea, November 17, 2017.
Presented by Prof. Seokjoon Yoon
Digital Ads Apathy? Content Marketing in a Mobile and Distracted World 2017
The 2017 Fall Conference of the Korean Marketing Association in Daejeon, Republic of Korea, November 03, 2017.
Presented by Prof. Minki Kim
Helping Hands to Bear the Burden of Choice: Recommendations from Similar, but Not Close, Others Reduce Choice Difficulty 2013
International Conference on Information, Operations Management, and Statistics in Kuala Lumpur, Malaysia, September 01, 2013.
To What Extent does Social Effect has Influence on Choice Overload? 2013
International Symposium on Education, Psychology, Society and Tourism in Seoul, Republic of Korea, June 27, 2013.

Teaching

Experiments and Causal Inference Spring 2026 -
ISS5096 · A graduate seminar on experimental and quasi-experimental designs for causal inference.
Programming for Business Analytics Fall 2021 -
ISS4066 / ISS5066 · This course introduces the basics of programming using R for business applications.

Supervision

Ting-Wen (Keri) Liu 2025-current
Institute of Service Science, National Tsing Hua University (NTHU)
John Loui Santiago 2025-current
iMBA, National Tsing Hua University (NTHU)
Mave Kimara Alexander 2025-current
iMBA, National Tsing Hua University (NTHU)
Young Shin 2025-current
College of Electrical Engineering and Computer Science, National Tsing Hua University (NTHU)
Note: Undergraduate research assistant
Zhan-Yi Liao 2023-25
Institute of Information Management, National Yang Ming Chiao Tung University (NYCU)
Thesis: Structure-Aware Robust Counterfactual Explanations via Conditional Gaussian Network Classifiers
Note: Co-advised with Po-An Chen (NYCU)
Pei-Jou (Pearl) Lin 2023-25
Institute of Service Science, National Tsing Hua University (NTHU)
Thesis: Effects of Paid Family Leave Policy on Firm Risk-Taking: A Quasi-Experimental Approach
Natasha Carissa Tedjasukmana 2023-25
iMBA, National Tsing Hua University (NTHU)
Thesis: Unintended Consequences of Sales Ban: Empirical Analysis of the Book Retailing Industry
Medjine Nestant 2023-25
iMBA, National Tsing Hua University (NTHU)
Thesis: When Algorithms Go Silent: Effects of Trending Topic Suspension on Political Information Consumption
Sin-Yu (Celine) Lin 2022-24
Institute of Service Science, National Tsing Hua University (NTHU)
Thesis: Influence of Message Framing on Consumer Adoption of AI Services: Evidence from the Financial Sector
Yu-Chen (Amy) Hsiao 2022-24
Institute of Service Science, National Tsing Hua University (NTHU)
Thesis: Examining the Impact of Paid Family and Medical Leave Policy on Firm Innovation: Evidence from Quasi-Experiments
Daniel Vinicio Gonzalez de Leon 2021-23
iMBA, National Tsing Hua University (NTHU)
Thesis: Evaluating Risk-Reducing Incentives to Influence Consumers' Purchase Decision of Private-Label Products
Yichun (Jean) Liu 2021-23
Institute of Service Science, National Tsing Hua University (NTHU)
Thesis: Does CSR Visibility Lead to Superior Financial Performance? Evidence from a Regression Discontinuity Design
Updated on April 08, 2026.
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