651 63796

OH Lih Bin

Associate Professor (Educator Track)
Deputy Head, Department Of Information Systems and Analytics

  • Ph.D. (Information Systems, National University of Singapore)
  • M.Sc. (Information Systems, National University of Singapore)
  • B.Sc. (Computer & Information Sciences, Honours I, National University of Singapore)

Dr Lih-Bin Oh is an Associate Professor and Deputy Head (Teaching and Degree Programmes) in the Department of Information Systems and Analytics, NUS School of Computing. Between 2008 and 2014, Dr Oh was Assistant/Associate Professor of Information Management at the School of Management, Xi'an Jiaotong University (XJTU) in Xi’an, China. He also served as the school’s Academic Director of International Affairs and Programs from 2011-2013. He has held visiting appointments at the MIT Sloan School of Management and the Michigan State University Broad College of Business. Prior to pursuing an academic career, Dr Oh worked as a senior officer (infocomm sciences) in the Science and Engineering Research Council of the Agency for Science, Technology and Research (A*STAR). He also had adjunct lecturing experience in the off-campus programs of Monash University Gippsland School of Information Technology. He has taught courses in IT and service innovation, information systems leadership, e-commerce, and information ethics at the undergraduate, graduate, and MBA/EMBA levels. Dr Oh obtained his Ph.D. and M.Sc. in Information Systems and B.Sc. (First Class Honors) in Computer and Information Sciences from NUS.


  • Development of Innovation & Leadership Capability in Learners

  • Experiential Learning in Computing Education

  • Service System Innovation

  • Information Ethics


Enhancing Adult Learning Using A Mobile Micro-Learning Platform With Integrated Nudging Interventions: A Design-Based Research Approach

Adult learning research often overlooks the diversity of learners and conflates perception with reality. This project tackles this by: 1) creating distinct adult learner archetypes, 2) developing a mobile micro-learning platform (informed by cognitive load and nudging theories) tailored to these archetypes, and 3) investigating its impact on learning outcomes.




  • /Omnichannel Retailing
  • Oh, L.B., Teo, H.H., and Sambamurthy, V. "The Effects of Retail Channel Integration through the use of Information Technologies on Firm Performance,"Journal of Operations Management 30:5, July 2012, pp. 368-381.
  • Oh, L.B. and Teo, H.H. "Consumer Value Co-creation in a Hybrid Commerce Service Delivery System,"International Journal of Electronic Commerce 14:3, Spring 2010, pp. 35-62.
  • Gu, R., Oh, L.B., and Wang, K. "Differential Impact of Web and Mobile Interactivity on E-Retailers' Performance,"Journal of Organizational Computing and Electronic Commerce 23:4, November 2013, pp. 325-349.
  • /Social Media User Behavior
  • Gu, R., Jiang, Z., Oh, L.B., and Wang, K. "Exploring the Impact of Optimum Stimulation Level on Individual Perceptions of IT Innovations: A Trait Hierarchical Model Perspective, "The Data Base for Advances in Information Systems 49:1, February 2018, pp. 67-92.
  • Gu, R., Oh, L.B., and Wang, K. "Multi-Homing on SNSs: The Role of Optimum Stimulation Level and Perceived Complementarity in Need Gratification,"Information & Management 53:6, September 2016, pp. 752-766.
  • Gu, R., Oh, L.B., and Wang, K. "Developing User Loyalty for Social Networking Sites: A Relational Perspective,"Journal of Electronic Commerce Research 17:1, February 2016, pp. 1-21.
  • Cao, H.H., Jiang, J.H.,Oh, al. "A Maslow's Hierarchy of Needs Analysis of Social Networking Services Continuance,"Journal of Service Management 24:2, April 2013, pp. 170-190.
  • Li, Y., Oh, L.B., and Wang, K. "Why Users Share Marketer-generated Content in Social Broadcasting Websites: A Cognitive-Affective Involvement Perspective,"Journal of Organizational Computing and Electronic Commerce 27:4,October 2017, pp. 342-373.
  • /Ethical Issues in IT
  • Oh, L.B. and Teo, H.H."To Blow or Not to Blow: An Experimental Study on the Intention to Whistleblow on Software Piracy,"Journal of Organizational Computing and ElectronicCommerce 20:4, October 2010, pp. 347-369.
  • Oh, L.B. and Chen, J. "Determinants of Employees’ Intention to Exert Pressure on Firms to Engage in Web Accessibility,"Behaviour & Information Technology 34:2, February 2015, pp. 108-118.
  • Wang, J., Keil, M., Oh, L.B., and Shen, Y. "Impacts of Organizational Commitment, Interpersonal Closeness, and Confucian Ethics on Willingness to Report Bad News in Software Projects,"Journal of Systems and Software 125, March 2017, pp. 220-233.


  • Best Paper Award nominee, Wuhan International Conference on E-Business (WHICEB), 2013

  • Best Paper Award, International Conference on Information Resources Management (Conf-IRM), 2009

  • Distinguished Track Paper Award, Decision Sciences Institute Annual Meeting (DSI), 2008

  • Best Paper Award nominee, European Conference on Information Systems (ECIS), 2007

  • Best Theme Paper Award Second Runner-up, International Conference on Information Systems (ICIS), 2003

  • Halbrecht Associates Book Prize, NUS Commencement Award, 1998


Information Systems Leadership and Communication
Digital Innovation