Jingcun CAO
Dr. Jingcun CAO
Assistant Professor

3917 1121

KK 718

Academic & Professional Qualification

  • Ph.D., Indiana University
  • M.A., Indiana University
  • B.S., Xiamen University


Jingcun Cao joined the University of Hong Kong in 2020. His research mainly focuses on substantively important and managerially relevant problems in mobile app ecosystem, including users’ mobile apps usage behavior, mobile app monetization strategies, in-app targeted promotion, and mobile app stores’ regulation policy.

Research Interest

  • Digital Marketing
  • Content Monetization
  • Policy Intervention
  • Entertainment Market
  • Mobile App Market

Selected Publications

Working Paper:

“From Free to Paid: Monetization of a Non-Advertising-Based App” with Pradeep Chintagunta, and Shibo Li

“Driving towards Purchase: Investigating the Impact of Product Scarcity on Consumers’ Search Behavior” with Pradeep Chintagunta, and Shibo Li