Jack Jiang

Jack Jiang is a Professor of Information Systems and Analytics at the National University of Singapore (NUS) School of Computing. His research focuses on social commerce, particularly how user-generated content (e.g., product tags and expert reviews) influences consumer search behavior and serendipitous product discovery.

In his 2018 study published in Information Systems Research, Jiang investigated the interplay between diagnostic search mechanisms and serendipity in social commerce platforms. The research demonstrated that product tags enhance structured navigation for known needs, while expert reviews broaden exploration for latent desires. This work has implications for platform design and consumer engagement strategies.

Jiang’s research highlights the evolving dynamics of digital retail, where social cues like peer recommendations and influencer reviews reshape traditional e-commerce frameworks. His findings emphasize the importance of integrating both diagnostic and serendipitous discovery tools to optimize user experience.