Hoon Seok Choi, PhD

Associate Professor

     ▪ Ph.D., University of Texas at San Antonio

     ▪ M.A. University of Leeds

Dr. Hoon Seok Choi is an Associate Professor of Computer Information Systems in the Walker College of Business at Appalachian State University.  He received his Ph.D. in Information Technology from the University of Texas at San Antonio, an M.A. from University of Leeds in England. Prior to pursuing a career in academia, he worked for six years in the corporate sector, as an e-business consultant, brand manager, and UX researcher.

His research interests include online consumer reviews, data analytics, mobile apps, online gaming, social media, cybersecurity, and human-computer interaction. He presented his research in the major IS conferences such as ICIS, HICSS, AMCIS, and CONISAR, as well as IS journals such as the Journal of Management Information Systems (JMIS), Decision Support Systems (DSS), Information Systems Frontiers (ISF), the Journal of Computer Information Systems (JCIS), the Journal of Electronic Commerce Research (JECR).

 

Selected Journal Publications

▪ Choi, H. S., Carpenter, D., and Ko, M. S. “Risk Taking Behaviors Using Public Wi-Fi™”, Information Systems Frontiers (2021)

▪ Choi, H.S., Hung, S.Y., Peng, C.Y. and Chen, C., “Different Perspectives on BDA Usage by Management Levels”, Journal of Computer Information Systems (2021)

▪ Choi, H. S., and Leon, S., “An empirical investigation of online review helpfulness: A big data perspective”, Decision Support Systems (2020)

▪ Leon, S., and Choi, H. S., “Satisfaction and word-of-mouth moderated by choice: a service industry perspective”, Journal of Consumer Marketing (2020)

▪ Choi, H.S. and Chen, C. “Empirical Research on the Effects of Pricing and Bundling Strategies on the Sales Revenue of Games as a Service”, Journal of Electronic Commerce Research (2019)

▪ Choi, H. S., Ko, M. S., Medlin, D., and Chen, C., The effect of intrinsic and extrinsic quality cues of digital video games on sales: An empirical investigation. Decision Support Systems (2018)

▪ Choi, H. S., Medlin, D., and Hunsinger, S., “The Effects of Discount Pricing Strategy on Sales of Software-as-a-Service (SaaS): Online Video Game Market Context”, Journal of Information Systems Applied Research (2017)

▪ Liu, C. Z., Au, Y. A., & Choi, H. S. "Effects of Freemium Strategy in the Mobile App Market: An Empirical Study of Google Play", Journal of Management Information Systems (2014)

 

Selected Conference Proceedings

▪ Xiong, J., Choi, H.S., Chen, C., and Tang, Y. “Enhancing Loyalty to Mobile Payment Services: An Empirical Study”, Proceedings of the IACIS 2020 Conference, October 2020, Nashville, TN

▪ Chen, C., Choi, H.S., Xiong, J., and Tang, Y. “Improve the Loyalty of Mobile Payment Users in China by Increasing the Degree of Fit between Skill, Technology and Task”, Proceedings of the Conference on Information Systems Applied Research, November 2018, Norfolk, VA (Distinguished Paper Award)

▪ Chen, C., Choi, H.S., and Charoen, D., J. “An Interdisciplinary Approach to Examining the Adoption of Drone Delivery Services”, Proceedings of the Conference on Information Systems Applied Research, November 2018, Norfolk, VA (Best Paper Award)

 ▪ Choi, H.S., Xiong, J., and Medlin B. D. “Driving Distractions and Multi-tasking: An Investigative Study”, Proceedings of the Conference on Information Systems Applied Research, November 2018, Norfolk, VA

▪ Choi, H. S., Pricing Strategies of Mobile Apps and Their Effects on Piracy: An Empirical Study. Proceedings of Hawaii International Conference on System Sciences (HICSS), January 2015, Kauai, HI (Best Paper Award)

▪ Choi, H. S. and Clark, Jan. G. "Minimizing Conformity in Focus Group for Software Development" Proceedings of the 19th Americas Conference on Information Systems (AMCIS), August 2013, Chicago, IL

▪ Liu, C. Z., Au, Y. A., and Choi, H. S. "An Empirical Study of the Freemium Strategy for Mobile Apps: Evidence from the Google Play Market," Proceedings of International Conference on Information Systems (ICIS), December 2012, Orlando, FL

Title: Associate Professor
Department: Department of Computer Information Systems

Email address: Email me

Phone: (828) 262-7444

Fax: (828) 262-6190

Office address
2113 Peacock Hall