유병준

Electronic Commerce, Digital Economy,
IT Strategy 교수


교수 소개

Byungjoon Yoo is Professor at the College of Business Administration at Seoul National University. Before he joined Seoul National University, he worked at Korea University and Hong Kong University of Science and Technology. His research interests are in online marketplaces and management strategies of digital goods such as software products, online music songs and online games. He has published on these topics in journals such as Management Science, the Journal of Management Information Systems, Decision Support Systems and the International Journal of Electronic Commerce. He has consulting experiences with many online music and online game companies, Korea Stock Exchange, Korea Internet Security Agency, Korea Creative Contents Agency. By measuring the impacts of information systems and their use for online businesses, he analyzes and suggests how to use information systems strategically to acquire and maintain competitive advantages in those areas.

경력사항

학술활동

[국외 학술지 논문]
[1] Robert Kauffman, Dongwon Lee, Jung Lee and Byungjoon Yoo, “A Hybrid Firm’s Pricing Strategy in Electronic Commerce Under Channel Migration,” International Journal of Electronic Commerce, Vol. 14, Fall 2009, pp. 11-54 (SSCI Indexed Journal)
[2] Seungwoo Kwon, Byungjoon Yoo(교신저자), Jinbae Kim, Wei Shang, and Gunwoong Lee, “Reservation Pricing Reporting Mechanisms for Online Negotiations,” Decision Support Systems, Vol. 46, No. 4, March 2009, pp. 755-762 (SCIE Indexed Journal)
[3] Wendy Hui, Byungjoon Yoo, and Kar Yan Tam, “The Optimal Number of Versions and Bundles for Information Goods: Why Does Goldilocks Pricing Work for Information Goods?” Journal of Management Information Systems, Winter 2007-2008, pp. 167-191 (SSCI Indexed Journal)
[4] Wendy Hui, Byungjoon Yoo, and Kar Yan Tam, “Economics of Shareware: How Do Uncertainty and Piracy Affect Shareware Quality and Brand Premium?” Decision Support Systems, Vol. 44, No. 3, February 2008 (SCIE Indexed Journal)
[5] Kevin Ho, Byungjoon Yoo, Seunghee Yu, and Kar Yan Tam, “The Effect of Culture and Product Categories on the Level of Use of Buy-It-Now (BIN) Auctions by Sellers,” Journal of Global Information Management, October-December 2007 (SSCI Indexed Journal)
[6] Byungjoon Yoo, Vidyanand Choudhary and Tridas Mukhopadhyay, “Electronic B2B Marketplaces with Different Ownership Structures,” Management Science, Vol. 53, No. 6, June 2007 (SSCI Indexed Journal)
[7] Byungtae Lee, and Byungjoon Yoo, “What Prevents Electronic Lemon Markets? An Economic Analysis of B2B Electronic Auction markets,” Journal of Organizational Computing and Electronic Commerce, August, 2007 (SCI Indexed Journal)
[8] Byungjoon Yoo, Vidyanand Choudhary and Tridas Mukhopadhyay, “A Model of Neutral B2B Intermediaries,” Journal of Management Information Systems, Vol. 19, No. 3, pp. 43-68, Winter 2002-2003. (SSCI Indexed Journal)

[국내 학술지 논문]
[1] 채수완, 유병준, 권성우, “인터넷 포탈의 성공전략 분석: 인수합병 사례를 중심으로,” Information Systems Review, 2007년 8월. (학진 등재지)
[2] 이민수, 최영찬, 유병준, “의사결정나무법을 이용한 귀납적 학습방법에 의한 정보시스템 수용자 세분화,” 경영정보학연구, 2007년 4월. (학진 등재지)
[3] 샹웨이, 권성우, 유병준, 리이준, “유보가격 보고 메커니즘을 이용한 협상거래지원시스템 효율 증대 방안 연구 ,” Information Systems Review, 2007년 3월. (학진 등재지)
[4] 채수완, 유병준, “M&A 및 전략적 제휴를 통한 UCC 기반 서비스 확보 전략 분석: 망외부성 이론 관점에서의 성공 및 실패 사례 분석,” Entrue Journal of Information Technology, 2007년 1월. (학진 등재후보지)
[5] 유병준, “망외부성 관점에서 본 기업간 전자상거래 시장 사례 분석,” Entrue Journal of Information Technology, 2006년 7월. (학진 등재후보지)

[학술대회 발표논문]
[1] Wendy Hui, Byungjoon Yoo, and Kar Yan Tam, “Economics of Shareware: How Uncertainty and Piracy Affect Shareware Quality and Brand Premium,” Proceedings of the 27th International Conference on Information Systems (ICIS), Milwaukee, Wisconsin, December 2006
[2] Miri Chung, Junghoon Moon, Byungjoon Yoo, and Youngchan Choe, “Paradox of Information Quality: Do Consumers Pay More for Premium Product Information on E-commerce Sites?” Proceedings of the 12th Americas Conference on Information Systems (AMCIS), Acapulco, Mexico, August 2006. (Best Paper Award)
[3] Kevin Ho, Seunghee Yu, Byungjoon Yoo, and Kar Yan Tam, “A study on the effect of product types and culture on the level of use of BIN auctions by sellers”, Proceedings of the 10th Pacific Asia Conference on Information Systems (PACIS), Kuala Lumpur, Malaysia, July 2006.
[4] Byungjoon Yoo, Kevin Ho, and Tam, Kar Yan, “The impact of information in electronic auctions: An analysis of Buy-It-Now auction”, Proceedings of the 39th Hawaii International Conference on System Sciences (HICSS), Kauai, Hawaii, U.S.A., January 2006.
[5] Byungjoon Yoo, Vidyanand Choudhary and Tridas Mukhopadhyay, “Neutral vs. Biased Marketplaces: A Comparison of Electronic B2B Marketplaces with Different Ownership Structures,” Proceedings of the 22nd International Conference on Information Systems (ICIS), New Orleans, Louisiana, December 2001. (Best Paper Award in Completed Research Track)
[6] Byungjoon Yoo, Vidyanand Choudhary and Tridas Mukhopadhyay, “Pricing Strategies of Electronic B2B Marketplaces with Two-Sided Network Externalities,” Proceedings of 35th Hawaii International Conference on System Sciences (HICSS), Big Island, Hawaii, U.S.A., January 2002.