Text by NCKU News Center
Photos provided by Prof. Jian-Ren Hou

 

Prof. Jian-Ren Hou
 

Associate Professor Jian-Ren Hou of NCKU’s Department of Industrial and Information Management and Institute of Information Management has long focused his research on digital society, seeking solutions to the challenges of an increasingly complex digital world. In recent years, Prof. Hou has explored topics including crowdfunding, robo-advisors, social media, and online misinformation, using interdisciplinary approaches to examine how digital technologies shape society and human behavior and to translate his research findings into practical strategies. His sustained research achievements and academic potential earned him the 2026 Ta-You Wu Memorial Award, one of the most prestigious academic research honors for young scholars in Taiwan.
 

Prof. Hou’s research expertise spans online user behavior, e-commerce, artificial intelligence applications, and data science. Drawing on interdisciplinary perspectives from technology and psychology, he examines how users interact and make decisions on digital platforms and social media, with a focus on applying his research to advance social good, promote financial inclusion, and rebuild trust online.
 

“I hope my research can address real-world problems,” said Prof. Hou. He was among the first to combine computer vision analysis with psychological perspectives to examine how featured images on crowdfunding platforms evoke empathy and meaningfully shape public sentiment and willingness to donate. In the field of fintech, he has explored the service characteristics of robo-advisors, customers’ attitudes toward risk, and their confidence in managing personal finances. His findings provide businesses with a framework for precise market segmentation, helping them tailor services to different customer groups while lowering barriers to market participation and promoting more inclusive wealth creation. In addressing misinformation on social media, Prof. Hou has empirically demonstrated the effectiveness of community notes and emojis in curbing its spread, providing platforms with practical strategies for information governance.
 

While interdisciplinary research offers new perspectives, it also presents significant challenges. Prof. Hou noted that one of the most demanding aspects of the research process is integrating methodologies from different disciplines. In their crowdfunding research, for example, the team sought to understand how visual design on crowdfunding platforms influences public sentiment. To do so, they incorporated deep learning-based computer vision techniques into their research and then worked to integrate the algorithms with statistical models.

Prof. Hou (seated, right) poses with his students.
 

However, connecting algorithms with the subtleties of human empathy proved highly challenging. After countless experiments and model refinements, the team was finally able to identify how images evoke emotional responses and, in turn, influence crowdfunding outcomes. Prof. Hou said that successfully bridging different scientific disciplines and developing a new methodology gave him and his team a deeper appreciation of the value of interdisciplinary research. “Being able to integrate methodologies from different fields to answer questions that were previously difficult to address made the entire research process deeply rewarding.”
 

Reflecting on his academic career, Prof. Hou expressed his gratitude to several people who have played important roles along the way. Above all, he is most grateful to his parents. Despite having limited formal education and working demanding jobs in the cleaning industry, they devoted themselves wholeheartedly to raising their children, giving him unconditional love and encouragement that became an important source of strength that has kept him moving forward.
 

Prof. Ying-Feng Kuo of National University of Kaohsiung, his master’s thesis advisor, was another key figure who changed the course of his life. “I originally planned to enter the workforce immediately after graduation, but Prof. Kuo saw my potential and encouraged me to pursue a Ph.D. abroad and embark on an academic career. That completely changed the trajectory of my life.”
 

Prof. Hou also expressed special gratitude to his wife for her selfless support throughout the years. Whenever he feels overwhelmed by the demands of research, his daughter’s innocent and endearing remarks always help him set aside the stress, if only for a moment. Together, they are his greatest source of comfort and the driving force that keeps him moving forward.
 

Drawing on his years of experience in academic research and teaching, Prof. Hou encourages students not to base their career decisions solely on job titles or salary. “That often leads to an unhappy career. Rather than focusing on salary or job titles, think about the kind of lifestyle you truly want, because this is something you will be doing for the rest of your life.”
 

He also urges young people to start thinking about their career paths early and gradually develop a clear sense of direction. Having a goal while still in college can help students understand where to focus their efforts. At the same time, they should learn to strike a balance between their studies and leisure, which can help them move forward more steadily and sustainably throughout their lives.
 

Over the past year, Prof. Hou has developed a passion for running. As someone accustomed to research and data analysis, he brings something of that same analytical mindset to running as well, tracking data such as his pace and heart rate zones to assess his physical condition. Focusing on his pace in the moment while continually challenging himself through science-based training has become an important way for him to recharge and maintain both physical and mental well-being amid the demands of academic life.
 

Receiving the Ta-You Wu Memorial Award is not only a recognition of Prof. Hou’s past research achievements, but also an encouragement to continue moving forward. He will continue to address the complex challenges of the digital age through interdisciplinary research and work toward creating a healthier, more inclusive, and more trustworthy digital environment.