Research Interest

I model and explain how humans and AI agents behave and make decisions — from individual choices to market-level dynamics. I draw interdisciplinary methodologies and insights from machine learning, economics, and psychology.

My recent work focuses on: (i) developing causally grounded and generative-AI-based models of human behavior in various market contexts, and using them to (ii) improve the design of agentic AI systems that enhance human well-being, especially in social and emotional domains.

Publication

"Welfare Implications of Democratization in Content Creation: Generative AI and Beyond." Tianxin Zou, Zijun (June) Shi, Yue Wu, Journal of Marketing Research, 0(0).
“The Effect of Voice AI on Digital Commerce.” Chenshuo Sun, Zijun (June) Shi, Xiao Liu, Anindya Ghose (2025), Information Systems Research, 36(2):1147-1166.
“Hype News Diffusion and Risk of Misinformation: The Oz Effect in Healthcare,” Zijun (June) Shi, Xiao Liu, Kannan Srinivasan (2022). Journal of Marketing Research, 59(2), 327-352.
- Winner, Paul E. Green Award, 2023
- Winner, AMA MR-SIG Don Lehmann Award, 2023
“How Do Fast Fashion Copycats Affect the Popularity of Premium Brands? Evidence from Social Media.” Zijun (June) Shi, Xiao Liu, Dokyun Lee, Kannan Srinivasan (2023). Journal of Marketing Research, 60(6), 1027-1051.
“Design of Platform Reputation System: Optimal Information Disclosure,” Zijun (June) Shi, Kannan Srinivasan, Kaifu Zhang (2022). Marketing Science, 42(3), 500-520.
“Freemium as an Optimal Strategy for Market Dominant Firms,” Zijun (June) Shi, Kaifu Zhang, Kannan Srinivasan (2019). Marketing Science, 38(1), 150-169.
“Can Market Power Be Controlled by Regulation of Core Prices Alone?: An Empirical Analysis of Airport Demand and Car Rental Price,” Achim Ingo Czerny, Zijun (June) Shi, Anming Zhang (2016). Transportation Research Part A, Vol. 91 (September), 260-272.

Selected Working Papers

"Bonding with AI: Investigating the Love Relationships between Humans and AI Companions" (with Hang Xu, Mengze Shi).
“Towards Intelligent Shopping Assistant: How Can LLM-based Chatbots Transform Online Shopping Process?” (with Xinyi Sun, Song Lin).
"On the Role and Design of Resale Royalties" (with Wenxiao Yang, Song Lin).
“Gender-Neutral Marketing: Evidence from a Leading E-Commerce Platform” (with Jiaqi Chen, Tong Guo, Shuo Zhang).
"Mergers and Product Repositioning: Theory and Empirical Evidence" (with Xin Wang, Yushu Zeng, Soo-Haeng Cho).