651 62832

GOH Khim Yong

Associate Professor
Head, Department Of Information Systems and Analytics
Vice Dean, Communications (2019-2021)
Vice Dean, Corporate Relations (2016-2019)
Deputy Head, Department of Information Systems and Analytics (2015-2016)
Assistant Dean, Corporate Relations (2014-2015)

  • Ph.D. (Business Administration, Marketing: Economics & Quantitative Methods, The University of Chicago, 2005)
  • M.Sc. (Computer & Information Sciences, National University of Singapore, 1998)
  • B.Sc. (Computer & Information Sciences, First-Class Honours, National University of Singapore, 1997)

Dr. Goh Khim Yong is an Associate Professor of Information Systems and Head of the Department of Information Systems and Analytics at the National University of Singapore (NUS). He received his Ph.D. degree (2005) in Business Administration (Marketing: Economics and Quantitative Methods) from the University of Chicago, Booth School of Business. He holds a B.Sc. (First-Class Honours) degree (1997) in Computer and Information Sciences and a M.Sc. degree (1998) in Information Systems from the National University of Singapore. Dr. Goh’s research and teaching interests include 1) digital media marketing and advertising, 2) social and mobile media and platforms, 3) digital platform ecosystems and user/firm behaviors, and 4) applied econometric and data analytic methods. In his research and consulting activities, Dr. Goh has worked on business analytics and customer data analytics projects with various businesses and organizations from Singapore, United States, China, Japan, Korea and Australia, spanning industry vertical sectors such as e-commerce, interactive digital media, social media, news print media, retailing, advertising, government, food and beverage, healthcare and pharmaceutical sectors. Examples of the organizations Dr. Goh has collaborated with include Alibaba, Lazada,, Johnson and Johnson, Fox Fashion, Wing Tai Retail Pte Ltd, NUS Multi-purpose Cooperative Society Ltd, Sheng Siong Supermarket, Waraku Restaurants, Kriston Food & Beverage Pte Ltd, Pastamania, Creative Eateries, Privé Group, Ministry of Food (MOF), NUS Society (NUSS), Donut Factory,, PepperConn, Fractalist,, Triibe, Mr. Eyewear, Hodaka Motoworld, Cash Slide, Sephora, Singapore Press Holdings Ltd, National University Health System (NUHS), Khoo Teck Puat Hospital, Infocomm Media Development Authority, and Workforce Development Agency. Dr. Goh’s research work has been published in top-ranked international academic journals such as Management Science, Journal of Marketing Research, MISQ Quarterly, Information Systems Research, IEEE Transactions on Engineering Management, Journal of the Association for Information Systems, Information and Management, International Journal of Production Research, Journal of Interactive Marketing, and Journal of Electronic Commerce Research. He has also presented papers at the International Conference on Information Systems (ICIS), Annual Workshop on Information Technology and Systems (WITS), Workshop on Information Systems and Economics (WISE), INFORMS Conference on Information Systems and Technology (CIST), INFORMS Marketing Science Conference, Hawaii International Conference on System Sciences (HICSS), and Statistical Challenges in Electronic Commerce Research (SCECR). He has also served on the editorial board of Information Systems Research as an associate editor, and in the program committees of the International Conference on Information Systems and the Pacific Asia Conference on Information Systems as an associate editor, track co-chair and program co-chair. His opinions and comments on various research findings and industry developments have also been cited in various popular news publications or channels such as the Straits Times, Channel NewsAsia, 联合早报, TODAY, MediaCorp TV Channel 8, Marketing Interactive, ZDNet Asia, Capital Ideas and Investor’s Business Daily. In his teaching engagements, Dr. Goh has instructed various students from undergraduate, post-graduate and industry executive programmes in the NUS School of Computing, NUS Business School, NUS Strategic Technology Management Institute, NUS Business Analytics Centre and the University of Chicago, Booth School of Business (Executive MBA programme). He was previously involved in spearheading the development and launch of new NUS bachelor and master degree programmes in Business Analytics.


  • Marketing and Advertising in Digital Media Environments

  • Consumer and Firm Behaviors in Social-Mobile Media and Digital Platforms

  • Competitive Product, Pricing and Promotional Strategies in IT-mediated Markets

  • Economics of Media and Platforms

  • Econometric and Causal Impact Evaluation Methods


Economics of AI Pricing on E-Commerce Platforms

The use of artificial intelligence (AI) pricing agents has become prevalent, with many digital platforms including e-commerce platforms (ECPs), introducing AI pricing agents to provide sellers with AI-generated price recommendations. This project aims to apply relevant theoretical perspectives to examine factors that influence AI recommendation adoption, and the impact of such adoption on ECPs.

Social-Mobile and E-Commerce Live Streaming Videos and Socio-Economic Impacts

Live streaming is booming across social media and e-commerce platforms. However, the dynamics of broadcaster-audience interactions and their impact on engagement and purchasing are largely unexplored. This project seeks to address this gap by examining the elements in live streaming that stimulate social presence and emotional arousal, and influence viewer engagement and consumer purchases.




  • Li, D., Goh, K.Y., and Heng, C.S., “Strategic Content Generation and Monetization in Financial Social Media”, Information Systems Research, 2024, forthcoming.
  • Han, Y., Goh, K.Y., Kim, S.H., and Phan, T.Q., “The Effect of Ad Image’s Sentiment Scores and Mobile Device Attributes on Mobile Ad Response Behavior”, IEEE Transactions on Engineering Management, 71, 2024, pp. 1314-1329.
  • Sarker, S., Whitley, E.A., Goh, K.Y., Hong, Y., Mähring, M., Sanyal, P., Su, N., Xu, H., Xu, J.D., Zhang, J., and Zhao, H., “Some Thoughts on Reviewing for Information Systems Research and Other Leading Information Systems Journals”, Information Systems Research, 34(4), 2023, pp. 1321-1338.
  • Zhang, Y., Goh, K.Y., and Wang, Q., “Unraveling the Effect of Competing Product Reviews on Consumer Choice and the Moderating Role of Consumer‐Reviewer Peer Types”, IEEE Transactions on Engineering Management, 70(10), 2023, pp. 3315-3329.
  • Yang, Y., Goh, K.Y., Teo, H.H., and Tan, S.S.L., “Compete with Me? The Impact of Online Gamified Competition on Exercise Behavior”, Journal of the Association for Information Systems, 24(3), 2023, pp. 912-935.
  • Oh, H., Goh, K.Y., and Phan, T.Q., “Are You What You Tweet? The Impact of Sentiment on Digital News Consumption and Social Media Sharing”, Information Systems Research, 34(1), 2023, pp. 111-136.
  • Li, M., Han, Y., Goh, K.Y., and Cavusoglu, H., “Mobile App Portfolio Management and Developers’ Performance: An Empirical Study of the Apple App Store”, Information and Management, 59(8), 2022, 103716.
  • Lin, Z., Goh, K.Y., and Heng, C.S., “The Demand Effects of Product Recommendation Networks: An Empirical Analysis of Network Diversity and Stability”, MIS Quarterly, 41(2), 2017, pp. 397-426.
  • Chen, Y., Bharadwaj, A., and Goh, K.Y., “An Empirical Analysis of Intellectual Property Rights Sharing in Software Development Outsourcing”, MIS Quarterly, 41(1), 2017, pp. 131-161.
  • Wu, J., Li, H., Lin, Z., and Goh, K.Y., “How Big Data and Analytics Reshape the Wearable Device Market - The Context of E-Health”, International Journal of Production Research, 55(17), 2017, pp. 5168-5182.
  • Wu, J., Goh, K.Y., Li, H., Luo, C., and Zheng, H., “The Effects of Communication Patterns on the Success of Open Source Software Projects: An Empirical Analysis from Social Network Perspectives”, Journal of Global Information Management, 24(4), 2016, pp. 22-44.
  • Goh, K.Y., Tan, C.H., and Teo, H.H., “Stated Choice Analysis of Conditional Purchase and Information Cue Effects in Online Group Purchase”, Journal of the Association for Information Systems, 16(9), 2015, pp. 738-765.
  • Goh, K.Y., Chu, J., and Wu, J., “Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response”, Journal of Interactive Marketing, 30, 2015, pp. 34-45.
  • Goh, K.Y., Hui, K.L., and Png, I.P.L., “Privacy and Marketing Externalities: Evidence from Do Not Call”, Management Science, 61(12), 2015, pp. 2982-3000.
  • Chen, J., Chen, J., Goh, K.Y., Xu, Y., and Tan, B.C.Y., “When Do Sellers Bifurcate from Electronic Multisided Platforms? The Effects of Customer Demand, Competitive Intensity, and Service Differentiation”, Information and Management, 51(8), 2014, pp. 972-983.
  • Goh, K.Y. and Ping, W., “Engaging Consumers with Advergames: An Experimental Evaluation of Interactivity, Fit and Expectancy”, Journal of the Association for Information Systems, 15(7), 2014, pp. 388-421.
  • Tan, C.H., Goh, K.Y., Teo, H.H., and Yang, X., “Response to Buyout Options in Internet Auctions”, IEEE Transactions on Engineering Management, 61(2), 2014, pp. 285-297.
  • Goh, K.Y., Heng, C.S., and Lin, Z., “Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content”, Information Systems Research, 24(1), 2013, pp. 88-107.
  • Goh, K.Y., Hui, K.L., and Png, I.P.L., “Newspaper Reports and Consumer Choice: Evidence from the Do Not Call Registry”, Management Science, 57(9), 2011, pp. 1640-1654.
  • Tan, C.H., Goh, K.Y., and Teo, H.H., “Effects of Comparison Shopping Websites on Market Performance: Does Market Structure Matter?”, Journal of Electronic Commerce Research, Special Issue on Comparison-Shopping and Related Recommender Intelligent Agents, 11(3), 2010, pp. 193-219.
  • Manchanda, P., Dubé, J.P., Goh, K.Y., and Chintagunta, P.K., “The Effect of Banner Advertising on Internet Purchasing”, Journal of Marketing Research, 43(1), 2006, pp. 98-108.
  • Chintagunta, P.K., Dubé, J.P., and Goh, K.Y., “Beyond the Endogeneity Bias: The Effect of Unmeasured Brand Characteristics on Household-Level Brand Choice Models”, Management Science, 51(5), 2005, pp. 832-849.2005, May, pp. 832-849.


  • International Conference on Information Systems, Best Paper Award (Short Paper) nominee (2023)

  • International Conference on Information Systems, Best Overall Conference Paper Award (2022)

  • International Conference on Information Systems, Best Paper in Track (Digital and Mobile Commerce) Award (2022)

  • Association for Information Systems (AIS), Distinguished Member (2021)

  • China Information Economics Society, 2017 Young Scholar Innovation Award (2017)

  • China Information Economics Society, 2011-2015 Young Scholar Innovation Award (2016)

  • Pacific-Asia Conference on Information Systems, Best Paper Award (Completed Research) nominee (2016)

  • National University of Singapore, Faculty Teaching Excellence Award (2013-2014)

  • International Conference on Information Systems, Best Research-in-Progress Paper Award Runner-Up (2014)

  • Singapore-MIT Alliance for Research and Technology (SMART), Innovation Centre Explorer Grant Award (2012)

  • International Conference on Information Systems, Best Conference Paper Award nominee (2011)

  • International Conference on Information Systems, Best Conference Theme Paper Award nominee (2003)

  • University of Chicago, Graduate School of Business, Dean’s Commendation Award for Teaching Excellence and Exceptional Service to Executive MBA program (2003)

  • INFORMS Society for Marketing Science Doctoral Consortium Fellow (2003)

  • Yeck Scholar, John D. Yeck Center for Advanced Studies in Direct and Interactive Marketing, Direct Marketing Educational Foundation (2003)

  • INFORMS College of Marketing Doctoral Consortium Fellow (2002)

  • 32nd Annual Albert Haring Symposium Delegate, Indiana University (2002)

  • University of Chicago, Graduate School of Business, Ph.D. Fellowship (2000-2005)

  • University of Chicago, Joseph A. Pickler Ph.D. Fellowship (2000-2001)

  • National University of Singapore, Overseas Graduate Scholarship (2000-2005)

  • Public Service Commission, Local Merit Scholarship (1993-1997)


Econometrics for IS Research


In the News

10 January 2023
10 January 2023 ­– Associate Professor Goh Khim Yong and Ph.D. student Guo Yutong who are both from the Department ...


26 July 2023
If you like to dabble in exercise — whether as a weekend warrior, Ironman contender, or somewhere in between — ...