Education Background
Ph.D. in Information Systems, National University of Singapore
B.Mgmt in Information Management and Information Systems, Nanjing University
Research Field
Biography
Yutong Guo earned her Ph.D. degree in Information Systems from the National University of Singapore in 2023, and her bachelor’s degree in Information Management and Information Systems from Nanjing University in 2017. Her research investigates consumer behavior and social interactions within digital environments, such as e-commerce platforms, social media, and device interfaces. She has methodological expertise in econometrics and applied machine learning for unstructured data analytics (e.g., video, text, and audio). Her current projects focus on live streaming e-commerce, content marketing strategy, and generative AI applications.
Publications
1. Peng, Xixian, Xinwei Wang, Yutong Guo, and Hock Hai Teo. "Do We Think Differently When Tapping the Screen or Clicking the Mouse? Effects of Computer Interfaces on Level of Construal." Information Systems Research (2025): https://doi.org/10.1287/isre.2023.0191
2. Guo, Yutong, Ying Zhang, Khim-Yong Goh, and Xixian Peng. " Can Social Technologies Drive Purchases in E-Commerce Live Streaming? An Empirical Study of Broadcasters' Cognitive and Affective Social Call-To-Actions." Production and Operations Management (2024): https://doi.org/10.1177/10591478241276131
3. Guo, Yutong, Chao Ban, Jiang Yang, Khim-Yong Goh, Xiao Liu, Xixian Peng, and Xiaobo Li. "Analyzing and Predicting Consumer Response to Short Videos in E-Commerce." ACM Transactions on Management Information Systems (2024): https://doi.org/10.1145/3690393
Working Papers
1. The Effects of Broadcasters’ Emotion Transitions on Viewers’ Gift-Sending Engagements in Social Mobile Live Streaming
2. Pure AI Streamers vs. Hybrid AI Streamers in Live-streaming E-Commerce: The Effects on Customer Engagement and Purchase Behaviors
3. More, Narrower, Deeper: How Do LLM-Based Social Bots Reshape Self-Disclosure on Social Media?
