And also the current president of the Association for Information Systems. I was born and educated in Taiwan before entering the doctoral program at the Wharton School of the University of Pennsylvania, which gave me very exciting learning experience. And then I had the opportunity to teach at the university of Illinois and also Purdue University before returning to my hometown in Taiwan. During my career in Taiwan, I also had opportunity to teach in two different universities in Hong Kong and also travel around the world. I met with many differnt people and learned a lot about the diversity of the culture. The reason I enjoy being an academic worker is because I think it's very important to have creativity. I like creative ideas. I like writing. I like to interact with student with diverse backgrounds. I think this was one of the best careers in the world for me, to get my career and also to learn a lot from other people.

My research issues are quite broad that cover a few areas. In my earlier career. I spent a lot of time on conducting research in Artificial Intelligence. I try to study how Artificial Intelligence technology can be applied to business decision making! We call this Business Support System or Intelligent Decision Support system ? Later on, when the internet was opened for commercial purposes, people started buying and selling products online. Amazon was created at that time, and it looked very promising that the internet will change the world. So I started research investigating how people reacted to purchase online and why are people would like to purchase online and what kind of product will be better sold or be more appropriate for selling online and things like that. But more recently, I spend most time working on project, we call the neural information systems. By neural information system, we mean we apply neural science technology to investigate decision behavior, informing system in particular or in business activities in general. So, neural science is a new area. We apply very different kind of neuroscience instruments, such as a functional MRI or brain wave detection or eye tracking devices. We apply those devices to collect the data and to infer what is inside human brains when they make decisions. Instead of relying on traditional questionnaire or interview to obtain data from human decision making, we try to observe directly how human brain react to different stimulants. So we have a few projects related to that, for example, one of my recent projects related to how neuroscience or brain scanning technology can be applied to see whether the personalized recommendations or showing avatar on the screen would change the consumer's reaction with the e-commerce site. So we actually found that the personalized recommendation is more effective than showing avatar online, even though they enhanced the closeness between the e- commerce website and the consumer. So that means the consumer feel more intimate or closer to the website if website provides a personalized recommendation. But only the personalized recommendation can enhance or raise the intention to purchase on that particular website. So that's a very interesting area. So I think intelligence systems or smart commerce and the new information systems would be two major areas with great potential and that what we are doing right now.

One is future trend, whether we see a lot of potential in that particular research area, another one would be my own capability or whether I have colleagues or friends would be able to form a team to conduct research. For example, when I was a junior faculty member, I chose Artificial Intelligence to be my major research areas. One of the reason was because my supervisor who advised me that this would be a highly potential area for the future, so I also agreed and also the area was very interesting to me. So when we choose areas, I also usually advice my student on three considerations. One is whether you are interested in it and the second one is whether your adviser is interested in it or whether you have colleagues who are very interested in conducting research in that area. And the third is whether the area has potential in the future. You know, you don't want to spend your time to choose an area which have it only a short time impact. So, like Artificial Intelligence is the area that has a great impact in the long run, and even now it's a very important area and e-commerce, of course, It also has a great impact on the business in general and also for Information System in particular. In my recent choice of neuroscience or neuro information system is also the same because we have been using the interviews and also the questionnaires to conduct our research, which is quite a traditional. They have great imitations in terms of the collecting objective data. So on your site, those instrument provide a good opportunity that we will be able to collect more data or directly collecting data from our brand or our body reaction to various different environment or different impact. So I think that's very interesting and also has a great potential in the future, in the long run. So that's how I choose my decision on my research areas.