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
Email: jaewon.yoo@iss.nthu.edu.tw
Homepage: j1yoo.github.io
Phone: +886-03-5162543
NTHU Scholars · ORCID

Academic Appointments

National Tsing Hua University
Assistant ProfessorAugust 2021 – present
Institute of Service Science, College of Technology Management.
  • Director, CADI Lab
    Causal Analysis for Digital Interventions Lab.
New York University (NYU) Shanghai
Visiting Postdoctoral FellowMarch 2020 – October 2020
Center of Business Education and Research (advised by Dr. Yuxin Chen)

Education

Korea Advanced Institute of Science and Technology (KAIST)
Ph.D. in Business and Technology ManagementSeptember 2013 – February 2020
  • 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)
M.Eng. in Management ScienceSeptember 2011 – August 2013
  • 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
B.A. in EconomicsAugust 2006 – December 2010
  • Minor in Japanese
  • Honorable mention (2008-2009), Dean's list (2009)

Research

* Corresponding author.

Manuscripts in Revision

current

  1. 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. Unconditionally accepted (forthcoming), Journal of Interactive Marketing (SSCI/NSTC Mgmt. II Top Journal List).
    • Presented: Darden-Cambridge Judge-HKU FBE Entrepreneurship and Innovation Research Conference; NYU-Temple Conference on Digital, Mobile Marketing, and Social Media Analytics (by invitation only).
    • Grant: Principal investigator, National Science and Technology Council, Taiwan (NSTC) (2022–2024).
  2. Why does pharmaceutical detailing increase over time? Indication expansion versus inter-firm competition. Sungjoon Nam, Minki Kim, Jaewon Yoo*. Revise & Resubmit (3rd round, minor revision), Journal of Business Research (SSCI/NSTC Mgmt. II Top Journal List).
  3. 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).

Manuscripts Under Review

current

  1. [Title and authors withheld; under blind review].
  2. [Title and authors withheld; under blind review].

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.
    • Student thesis award: 2025 Best Master's Thesis Award (Honorable Award), Algorithms and Computation Theory Society of Taiwan (Zhan-Yi Liao; co-advised with Po-An Chen).
    • Presented: CMCT (2026, by Zhan-Yi Liao); TSWIM (2026, by Po-An Chen).
    • Links: Working paper (arXiv)
  2. From What Ifs to Insights: Counterfactuals in Causal Inference vs. Explainable AI. Galit Shmueli, David Martens, Jaewon Yoo, Travis Greene.
    • Links: Working paper (arXiv)
  3. Exploring Apps with Mixed Ratings: Examining How Users Find Regulatory Fit in Making Purchase Decision. Edgar A. Duron, Soumya Ray, Jaewon Yoo.
    • Presented: ISR Paper Development Workshop at PACIS (2024); TSWIM (2024); DIGIT Workshop at ICIS (2024); MIS Quarterly Author Workshop (2026); all by Edgar A. Duron.
    • Links: Conference record (AIS eLibrary)
  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.
    • Award: Winner for the Best Paper Award in KMA Doctoral Dissertation Competition at The 1st Joint Conference on Distribution, Marketing, Advertising, and Consumer Behavior (DMAC).
    • Presented: The 11th Yale-MIT China India Consumer Insights Conference (Accepted as a recipient of the doctoral student support from Yale School of Management); 2022 Information Systems Research (ISR) Author Development Workshop; The 3rd CEIBS Marketing Symposium.
    • Grant: Principal investigator, National Science and Technology Council, Taiwan (NSTC) (2023–2025).
    • Links: Working paper (SSRN)

Work in Progress

Projects in development; authorship to be determined.

current

  1. Improving Causal Identification with Explainable AI-Assisted Confounder Discovery.
  2. Can AI Dream Up a Control Group? Generating Synthetic Respondents to Reconstruct Untreated Potential Outcomes.

Publications

2018

  1. Compromise Effect and Consideration Set Size in Consumer Decision-Making. Jaewon Yoo, Hyunsik Park, Wonjoon Kim*. Applied Economics Letters, 25(8), 513–517 (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, 21(1), 265–299 (2018).
    • Links: Journal article (DBpia)

Academic Service

Ad hoc journal reviewer
MIS Quarterly (MISQ; UTD24/FT50); Research Policy (RP; FT50); Journal of Business Research (JBR; SSCI/NSTC Mgmt. II Top Journal List); Journal of Electronic Commerce Research (JECR); Asia Pacific Journal of Information Systems (APJIS).
Conference reviewer
International Conference on Information Systems (ICIS); Pacific Asia Conference on Information Systems (PACIS); Conference on Information Systems and Technology (CIST); American Marketing Association (AMA) Winter and Summer Academic Conferences; Academy of Management (AOM) Annual Meeting.
Conference organization
Organizing Co-Chair, Taiwan Summer Workshop on Information Management (TSWIM)
2026
Links: Workshop website (TSWIM 2026)
Editorial board
Editorial Board Member, Asia Marketing Journal (AMJ)
October 2023–present
Links: Board roster (AMJ)
University service
Committee member, International Master of Business Administration Program (iMBA)
March 2022 – present
Committee member, International Bachelor of Business Administration Program (iBBA)
March 2022 – 2026

Honors, Awards and Fellowships

High Quality Research Award2025, 2026
College of Technology Management, National Tsing Hua University
Emerging Scholar Research Award2025
College of Technology Management, National Tsing Hua University
Note: Awarded to up to two faculty members annually within the College of Technology Management.
Links: Award announcement (CTM)
Outstanding Research Awards, Stages 1, 2 and 32020
CSES Social Value Research Competition, Korea
Best Paper Award, Doctoral Dissertation Competition2019
Korean Marketing Association (KMA)
Note: First Joint Conference on Distribution, Marketing, Advertising, and Consumer Behavior (DMAC)
Outstanding Research Award, Global Ph.D. Fellowship2015
National Research Foundation of Korea (NRF)
Global Ph.D. Fellowship2014–2017
National Research Foundation of Korea (NRF)
Note: Awarded through nationwide competition among Ph.D. students in South Korea.
Media mention (in Korean): Asia Economy
Ph.D. Full Scholarship2013–2019
Korea Advanced Institute of Science and Technology (KAIST)
Master's Degree Full Scholarship2011–2013
Korea Advanced Institute of Science and Technology (KAIST)

Research Grants

National Science and Technology Council, Taiwan (NSTC)2026–2028
Principal investigator
Platform Governance and Content Moderation: Interventions and Their Consequences.
National Science and Technology Council, Taiwan (NSTC)2023–2025
Principal investigator
Mobile Scan-and-Go and the Future of Offline Retail: How Reduced Transaction Costs Affect Consumer Behavior.
National Science and Technology Council, Taiwan (NSTC)2022–2024
Principal investigator
Curiosity Evocation and Resolution in Ads: Empirical Investigation in Large-Scale Randomized Controlled Trials.
National Tsing Hua University2022
Recipient
NTHU Start-up Research Fund.
National Research Foundation of Korea (NRF)2014–2017
Principal investigator
Size, Entropy, and Density: The Impact of Social Influence on Assortments and Choices.
Funding program: Global Ph.D. Fellowship

Academic Talks and Conferences

The Cost of Progress: How Ad Creative Features Drive User-Ad Interaction in Blind Lead-In Advertising2026
Taiwan Summer Workshop on Information Management (TSWIM 2026), College of Technology Management, National Tsing Hua University (NTHU), Hsinchu, Taiwan, July 01, 2026.
Links: Presentation slides (PDF); Event (website)
Structure-Aware Robust Counterfactual Explanations via Conditional Gaussian Network Classifiers2026
Taiwan Summer Workshop on Information Management (TSWIM 2026), College of Technology Management, National Tsing Hua University (NTHU), Hsinchu, Taiwan, July 01, 2026.
Note: Presented by Prof. Po-An Chen.
Exploring the Stars: Regulatory Fit from App Store Exploration2024
DIGIT workshop (Special Interest Group on Adoption and Diffusion of Information Technology), 2024 International Conference on Information Systems (ICIS), Bangkok, Thailand, December 14, 2024.
Note: Presented by Edgar A. Duron.
A Quick Peek at Causal Data Science2024
Invited talk, iMBA Research Methods Seminar, National Tsing Hua University (NTHU), Hsinchu, Taiwan, November 26, 2024.
Review of Causal Inference Methods2024
Invited talk, College of Commerce, National Chengchi University (NCCU), Taipei, Taiwan, November 15, 2024.
Empirical Causal Studies in IS2024
Invited talk, Institute of Information Management, National Yangming-Chiaotung University (NYCU), Hsinchu, Taiwan, October 16, 2024.
Empirical Causal Studies in IS2024
Invited talk, 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 Efficacy2024
2024 AMA Winter Academic Conference, St. Pete Beach, Florida, February 23, 2024.
Empirical Causal Studies in IS2023
Invited talk, College of Technology Management, National Tsing Hua University (NTHU), Hsinchu, Taiwan, November 29, 2023.
Media Self-Regulation and Online Flaming on News Consumption Behavior2023
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 Behavior2022
PACIS 2022 Information Systems Research (ISR) Author Development Workshop at National Taiwan University, Taipei, Taiwan, July 04, 2022.
Note: held virtually due to COVID-19.
Mobile Payment and In-Store Mobile Purchase Behavior2021
Brownbag seminar, College of Technology Management, National Tsing Hua University (NTHU), Hsinchu, Taiwan, October 28, 2021.
Interdisciplinary Research in Marketing & Innovation2021
Scholarly speech, Institute of Service Science, National Tsing Hua University (NTHU), Hsinchu, Taiwan, October 13, 2021.
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World2021
The 2021 Korean Association for Information Society--Korea Media Management Association Conference, Seoul, Republic of Korea, July 03, 2021.
Note: Presented by Prof. Minki Kim.
Mobile Payment and In-Store Mobile Purchase Behavior2020
Invited talk, Institute of Service Science, National Tsing Hua University, Hsinchu, Taiwan, December 24, 2020.
Note: held virtually due to COVID-19.
Mobile Payment and In-Store Mobile Purchase Behavior2020
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 Behavior2020
42nd Annual INFORMS Marketing Science Conference at Duke University, Durham, NC, June 11, 2020.
Note: held virtually due to COVID-19.
Mobile Payment and In-Store Mobile Purchase Behavior2020
The 2020 Korea’s Allied Economic Associations Annual Meeting at Korea U., Seoul, Republic of Korea, February 13, 2020.
Note: Presented by Prof. Minki Kim.
Studies on the Impacts of Innovation and Emerging Technologies on Marketing2019
The 1st Joint Conference on Distribution, Marketing, Advertising, and Consumer Behavior (DMAC), Seoul, Republic of Korea, December 20, 2019.
Note: KMA doctoral dissertation competition best paper award.
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World2019
Research Seminar at UNIST School of Business Administration, Ulsan, Republic of Korea, November 20, 2019.
Note: Presented by Prof. Minki Kim.
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior2019
2019 KSMS International Conference, Seoul, Republic of Korea, November 16, 2019.
Mobile Payments Revolution: The Impact of Mobile Payments on Customer Mobile Purchase Behavior2019
The 11th Yale China India Consumer Insights Conference at MIT, Boston, MA, September 20, 2019.
Note: 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 Behavior2019
Invited talk, Erasmus School of Economics, Erasmus University Rotterdam, Rotterdam, Netherlands, September 12, 2019.
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World2019
The 2019 Korean Marketing Association--Korean MIS Association Conference, Jungseon, Republic of Korea, August 21, 2019.
Note: Presented by Prof. Minki Kim.
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior2019
The 3rd CEIBS Marketing Symposium at CEIBS, Shanghai, China, April 26, 2019.
Note: Presented by Prof. Yuxin Chen.
Mobile Payments Revolution: The Impact of Third-Party Mobile Payments on Customer Mobile Purchase Behavior2019
Invited talk, 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 Behavior2019
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 Trials2018
40th Annual ISMS Marketing Science Conference at Temple U., Philadelphia, PA, June 13, 2018.
Note: Presented by Prof. Minki Kim.
Overcoming the Challenges of Mobile Marketing: Mobile Content Marketing in a Distracted World2018
Darden-Cambridge Judge-HKU FBE Entrepreneurship and Innovation Research Conference at HKU, Hong Kong, China, May 09, 2018.
Note: Presented by Prof. Minki Kim.
Digital Ads Apathy? Content Marketing in a Mobile and Distracted World2017
NYU-Temple 2017 Conference on Digital, Mobile Marketing, and Social Media Analytics at NYU, New York, NY, December 08, 2017.
Note: Exclusive by invitation only.
Digital Ads Apathy? Content Marketing in a Mobile and Distracted World2017
The 2017 Conference of Korea Association for Telecommunications Policies in Seoul, Republic of Korea, November 17, 2017.
Note: Presented by Prof. Seokjoon Yoon.
Digital Ads Apathy? Content Marketing in a Mobile and Distracted World2017
The 2017 Fall Conference of the Korean Marketing Association in Daejeon, Republic of Korea, November 03, 2017.
Note: Presented by Prof. Minki Kim.
Helping Hands to Bear the Burden of Choice: Recommendations from Similar, but Not Close, Others Reduce Choice Difficulty2013
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 InferenceSpring 2022 – present
ISS5096 · A graduate seminar on experimental and quasi-experimental designs for causal inference.
Links: Course materials (website)
Programming for Business Analytics (Undergraduate)Fall 2021 – present
ISS4066 · An undergraduate introduction to data analysis with R for business: wrangling and visualizing data, evaluating causal claims, linear regression, and quantifying uncertainty.
Links: Course materials (website)
Programming for Business Analytics (Graduate)Fall 2021 – present
ISS5066 · A graduate course on empirical analysis with R: from data wrangling and visualization to causal reasoning, regression, and uncertainty quantification, culminating in a research-grade project that prepares students for Experiments and Causal Inference.
Links: Course materials (website)

Course websites provide syllabi and teaching materials, including lecture slides, code, and written notes.

Research Supervision and Mentoring

Master's students are listed by enrollment period.

Anh (Mint) Tran2026–present

Institute of Service Science, National Tsing Hua University (NTHU)

Note: PhD student

Ting-Wen (Keri) Liu2025–present

Institute of Service Science, National Tsing Hua University (NTHU)

Hsin-Yu (Joanna) Hsiao2025–present

Institute of Service Science, National Tsing Hua University (NTHU)

Young Shin2025–26

College of Electrical Engineering and Computer Science, National Tsing Hua University (NTHU)

Note: Undergraduate research assistant

John Loui Santiago2024–26

iMBA, National Tsing Hua University (NTHU)

Thesis: State Economic Freedom and Firm Size as Moderators of Paid Family Leave’s Effect on Firm Risk-Taking

Links: Thesis record (repository)
Mave Kimara Alexander2024–26

iMBA, National Tsing Hua University (NTHU)

Thesis: The Effects of Short-Term Rental Platforms on the Housing Market: Evidence from Saint Lucia Using a Bartik Shift-Share Instrumental Variable Approach

Links: Thesis record (repository)
Zhan-Yi Liao2023–25

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); 2025 Best Master's Thesis Award (Honorable Award), Algorithms and Computation Theory Society of Taiwan (presented at CMCT 2026).

Links: Thesis record (repository)
Pei-Jou (Pearl) Lin2023–25

Institute of Service Science, National Tsing Hua University (NTHU)

Thesis: Effects of Paid Family Leave Policy on Firm Risk-Taking: A Quasi-Experimental Approach

Links: Thesis record (repository)
Natasha Carissa Tedjasukmana2023–25

iMBA, National Tsing Hua University (NTHU)

Thesis: Unintended Consequences of Sales Ban: Empirical Analysis of the Book Retailing Industry

Links: Thesis record (repository)
Medjine Nestant2023–25

iMBA, National Tsing Hua University (NTHU)

Thesis: When Algorithms Go Silent: Effects of Trending Topic Suspension on Political Information Consumption

Links: Thesis record (repository)
Sin-Yu (Celine) Lin2022–24

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

Links: Thesis record (repository)
Yu-Chen (Amy) Hsiao2022–24

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

Links: Thesis record (repository)
Daniel Vinicio Gonzalez de Leon2021–23

iMBA, National Tsing Hua University (NTHU)

Thesis: Evaluating Risk-Reducing Incentives to Influence Consumers' Purchase Decision of Private-Label Products

Links: Thesis record (repository)
Yichun (Jean) Liu2021–23

Institute of Service Science, National Tsing Hua University (NTHU)

Thesis: Does CSR Visibility Lead to Superior Financial Performance? Evidence from a Regression Discontinuity Design

Links: Thesis record (repository)