Research

Our research spans platform design, causal inference, explainable AI, and innovation and technology management, united by a commitment to rigorous causal identification and real-world impact.

Platform Design & Consumer Behavior

How digital platform architectures — comment systems, ad formats, payment methods, and recommendation engines — shape consumer decisions and market outcomes.

Under review

Comment Sections and News Consumption: Evidence of Complementarity from Platform Self-Regulation

Park, H.M., Yoo, J.*, Kim, M.
Information Systems Research (UTD24, FT50)
Video
Revise & Resubmit

Interactive Blind Lead-In Ads and Purchase Conversion: The Roles of Completion and Creative Design Features

Yoon, S., Yoo, J.*, Kim, M., Kim, W., Lee, M.S.
Journal of Interactive Marketing (SSCI)
Revision invited

Helping Hands to Bear the Burden of Choice: Recommendations from Similar, but Not Close, Others Reduce Choice Difficulty

Yoo, J., Kim, W.*, Ackerman, J.
Journal of Marketing (UTD24, FT50)
Revise & Resubmit

Why Do Direct-to-Physician Promotions by Pharmaceutical Firms Increase Over Time? Evidence from 464 Drugs

Nam, S., Kim, M., Yoo, J.*
Journal of Business Research (SSCI)
Video
Working Paper

Navigating the New Retail Landscape: Mobile Scan-and-Go and the Impact of Mobile Payment Adoption

Yoo, J., Chen, Y., Kim, M., Kim, W.
Best Paper Award, KMA Doctoral Dissertation Competition
SSRN
Working Paper

Exploring Apps with Mixed Ratings: Examining How Users Find Regulatory Fit in Making Purchase Decision

Duron, E.A., Ray, S., Yoo, J.
2024 DIGIT Workshop at ICIS
Link
Published

Compromise Effect and Consideration Set Size in Consumer Decision-Making

Yoo, J., Park, H., Kim, W.*
Applied Economics Letters, 25(8), 513–517
Link Video
Thesis

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

Tedjasukmana, N., Yoo, J.*
M.S. Thesis, iMBA, NTHU
Link
Thesis

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

Nestant, M., Yoo, J.*
M.S. Thesis, iMBA, NTHU
Link
Thesis

Influence of Message Framing on Consumer Adoption of AI Services: Evidence from the Financial Sector

Lin, S.-Y., Yoo, J.*
M.S. Thesis, Institute of Service Science, NTHU
Link
Thesis

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

Gonzalez de Leon, D.V., Yoo, J.*
M.S. Thesis, iMBA, NTHU
Link

Causal Inference Methods

Developing and applying experimental and quasi-experimental methodologies — difference-in-differences, regression discontinuity, instrumental variables, and machine-learning-assisted causal identification.

Work in Progress

Improving Causal Identification with Explainable AI-Assisted Confounder Discovery

Yoo, J.
Work in Progress

Can AI Dream Up a Control Group? Generating Synthetic Respondents to Reconstruct Untreated Potential Outcomes

Yoo, J.
Thesis

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

Liu, Y., Yoo, J.*
M.S. Thesis, Institute of Service Science, NTHU
Link

Counterfactual Reasoning & Explainable AI

Bridging causal inference and explainable AI through counterfactual reasoning — developing robust explanation methods and theoretical frameworks that connect the two fields.

Working Paper

Structure-Aware Robust Counterfactual Explanations via Conditional Gaussian Network Classifiers

Liao, Z.-Y., Yoo, J., Yang, H.-T., Chen, P.-A.
arXiv
Working Paper

From What Ifs to Insights: Counterfactuals in Causal Inference vs. Explainable AI

Shmueli, G., Martens, D., Yoo, J., Greene, T.
arXiv

Innovation & Technology Management

Examining how firms leverage strategic alliances, intellectual property, and emerging technologies to drive innovation and manage competitive dynamics.

Published

The Effect of Alliance Activity on Patent Litigation: In the Case of Printed Electronics

Kang, M., Yoo, J., Kim*, W., Kim, N.
Journal of Korea Technology Innovation Society, 21(1), 265–299
Link Video
Thesis

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

Lin, P.-J., Yoo, J.*
M.S. Thesis, Institute of Service Science, NTHU
Link
Thesis

Examining the Impact of Paid Family and Medical Leave Policy on Firm Innovation: Evidence from Quasi-Experiments

Hsiao, Y.-C., Yoo, J.*
M.S. Thesis, Institute of Service Science, NTHU
Link