Yi-Chun “Chad” Ho examines the impact of technology on markets, and his research is frequently cited. An associate professor of Information Systems and Technology Management, he is the first GW Business faculty member to receive the Dean’s Emerging Scholar Award, Dean’s Teaching Excellence Award and—most recently—the Faculty Research Award. In a recent Q&A, he discusses the lure of information systems, his research, and the divergent ways students look at technology.
Q. What drew you to Information Systems as a research focus?
A. I’ve been fascinated by computers and technology ever since high school—even the simple act of typing on a keyboard or hearing the hum of a hard drive could capture my attention. That early curiosity led me to pursue Information Systems [IS] for my undergraduate, master’s, and doctoral degrees. What drew me to IS, in particular, was its focus on how technology shapes both economic outcomes and human behavior. Over time, that fascination grew into a deeper desire to understand the broader impact of technology in real-world markets—how it transforms industries and alters how people interact and make decisions.
Q. Are you a technophile?
A. Absolutely! Being a professor in the Information Systems discipline is a privilege—we get to explore the latest technologies not just as users, but as researchers. I’m genuinely excited about how new tech enters our lives and reshapes them, from how we shop and work to how we connect with others. It's a field that constantly evolves, and that makes the research both intellectually stimulating and personally rewarding.
Q. You have done much-cited work on social media and crowdfunding. What are the big takeaways?
A. My work in these areas centers on understanding the unique features of digital platforms and how they influence individuals’ or firms’ behavior. Broadly speaking, I try to identify what makes a given digital phenomenon distinct. I study how these unique features affect outcomes that matter to businesses, be it sales, engagement, or funding success. And I provide actionable guidance to help platform designers, entrepreneurs, and managers make better decisions. One key takeaway from the research is that people—whether as users, donors, or consumers—always play a central role. Technology changes the environment, but outcomes are still determined by how individuals perceive, think, and react. That’s why understanding human psychology and behavior is so crucial in these areas.
Q. Have your findings surprised you?
A. One of the most surprising findings came from my very first research paper, which studied online cash-back shopping. I began the project as a PhD student who, like many students, had limited disposable income and loved saving money. At the time, I thought cash-back programs were a great deal. But when I mentioned them to my advisor, he showed no interest. That contrast sparked a question in my mind: Were these programs just about saving money, or was there something deeper going on?
As it turns out, cash-back shopping isn’t always as appealing as it seems. In fact, it can lead to what I call the “cash-back paradox”—a market outcome where consumers, believing they’re getting a better deal, may actually end up paying more. Even after accounting for the cash-back, the final price can be higher than the standard list price they would have seen in a market without such programs. Ironically, chasing online discounts might leave you worse off than simply paying full price.
Q. It can’t be easy to work in a field that is so fast-changing.
A. It’s both a blessing and a challenge to be professors in my field. The fast pace means there’s always something new to learn, but it also creates pressure to stay ahead of the curve. Technologies evolve so quickly that yesterday’s research question might feel outdated tomorrow. That said, I’m fortunate to be part of a research community that embraces this dynamism. We’re constantly learning from one another, exchanging ideas, and pushing each other to explore new frontiers. That kind of open, collaborative environment makes it easier—and more exciting—to keep up with the pace of change.
Q. What are you currently working on?
A. Lately, I’ve been very interested in the creator economy—especially how emerging commerce models like influencer marketing and live streaming commerce are transforming business-consumer relationships. Isn’t it fascinating that consumers are persuaded to buy products not when influencers are directly pitching them, but when they’re doing something seemingly unrelated—like performing, joking, or telling personal stories?
Q. What stands out for you in terms of how your students view technology?
A. I’ve noticed an interesting pattern: How students think about technology often depends on the program they’re in. Undergraduate students typically see technology as a tool, an enabler, or even the foundation for a business idea they’re passionate about. Graduate students, on the other hand, tend to view technology more pragmatically—as a set of skills they want to acquire, often with career advancement or job placement in mind. Doctoral students usually approach technology as a utility or instrument that supports their research goals. Each group brings a distinct mindset, shaped by where they are in their academic and professional journeys.
Q. Is there anything your students or colleagues would be surprised to know about you?
A. People often assume I’m an extrovert perhaps because of my image as a professor, but I’m actually super introverted. I recharge through quiet, solitary time—whether that’s reading, thinking, or diving into research. I genuinely enjoy connecting with students and colleagues, but I also value space to self-reflect and unwind.