Hoon Seok Choi

Hoon Seok Choi is an Assistant Professor in the Department of Information Technology and Decision Sciences at the University of North Texas College of Business. His research focuses on digital ecosystems, consumer behavior in online platforms, and cybersecurity risks in technology adoption. He has contributed to understanding online review dynamics, big data analytics adoption, and pricing strategies in digital markets.

Dr. Choi’s work spans multiple disciplines including information systems, marketing analytics, and behavioral economics. His research examines how trust cues influence online review helpfulness, the role of extrinsic factors in predicting review quality, and the interplay between user skills and technology adoption in mobile payment systems.

His recent publications highlight trends in digital product pricing strategies (e.g., freemium models and SaaS pricing), cybersecurity behaviors related to public Wi-Fi use, and the psychological drivers behind video gaming addiction. These studies often utilize big data methodologies and experimental approaches.

Despite his active research output, no scientific awards or grants are explicitly mentioned in the provided materials. His advising record remains undisclosed, and there is no mention of specific labs or collaborative teams associated with his work.