Han-fen Hu, Ph.D. is an associate professor of MIS in the Department of Management, Entrepreneurship, and Technology, University of Nevada, Las Vegas. Hu received her Ph.D. at the David Eccles School of Business, University of Utah. Her research interests include electronic commerce, online consumer behavior, and organizational technology strategy. She has papers published in MIS Quarterly; Journal of Management Information Systems; Information and Management; Journal of Business Research; Psychology and Marketing; Journal of the American Society for Information Science and Technology; Communications of the Association of Information Systems; Journal of Global Information Management; Electronic Commerce Research and Application, and other IS and Marketing Journals.