Hoon Cha

Hoon Cha is a Professor of Information Systems & Operations Management at Salisbury University since 2007. He earned his PhD and MS in Management Information Systems from the University of Arizona (2007 and 2003, respectively) and a BS in Material Sciences and Engineering from Seoul National University in 1998. Prior to academia, he worked at Samsung as an IT consultant, gaining experience in information systems development and management.

His research focuses on technology adoption challenges, such as crowdfunding dynamics, virtual reality acceptance, chatbot applications in e-commerce, and privacy calculus in smart device usage. He also explores organizational learning in IT outsourcing contexts and enduring product involvement's impact on consumer behavior. His work bridges technical systems with business operations, emphasizing real-world applications of information systems.

Dr. Cha's articles consistently analyze user decisions in digital environments, revealing trends around personalized services, privacy trade-offs, and cross-cultural comparisons. His grants and sponsored research projects likely relate to these themes, though specific details are not provided here. He remains active in service activities and community relations, contributing to academic outreach.

Contact: hscha@salisbury.edu