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Xingyue (Luna) Zhang, Ph.D.

Assistant Professor
Phone Number
Campus Mailbox



Lehigh University
Lehigh University
Tongji University
Tongji University


Dr. Luna Zhang is the Interim Director of the MSBA program and an Assistant Professor of Business Analytics. Her research interests include Consumer Behavior, Mobile Commerce, Platform Economy, Revenue Sharing, Business Analytics, Large Scale Data Analysis, and Information Systems and Operations Management Interface. Dr. Zhang’s current project focuses on consumer search and purchase in mobile commerce and revenue sharing in the platform economy. She won the best paper award at the Conference on Information Systems & Technology (CIST) 2021.

Dr. Zhang previously taught Introduction to Information Systems, Demand and Supply Chain Planning, and Money, Banking, and Financial Markets at Lehigh University. She teaches various topics in analytics and operations management for undergraduate, master of sciences in business analytics (MSBA), and MBA programs. She has received the 2020 Student's Choice Voting: Outstanding Faculty Award at the University of Washington Tacoma. She has led the Analytics Innovation (A.I.) student club as a faculty advisor to winning the 2020 INFORMS Student Chapter Annual Award, Cum Laude.

She enjoys traveling, cycling, dancing, hiking, and podcasts.

Scholarly Interests

• Consumer Behavior
• Mobile Commerce
• Platform Economy
• Revenue Sharing
• Information Systems and Operations Management Interface


• Social Media Analytics (MSBA)
• Operations Management (MBA)
• Social Media Marketing and Analytics (Undergraduate)
• Quantitative Methods for Business (Undergraduate)

Selected Publications

Xingyue (Luna) Zhang, Ruomeng Cui, and Oliver Yao, “The Version Effect of App and Operating Systems in Mobile Commerce.” Conditional accept: Production and Operations Management.

Hemant Bhargava, Kitty Wang, and Xingyue (Luna) Zhang, “Fending off Critics of Platform Power: Doing Well by Doing Good?” Forthcoming, Management Science (Equal contributor).

Xingyue (Luna) Zhang, James Dearden, and Oliver Yao, "Online Retailer Pricing Strategy for Managing Stockouts." Forthcoming, Production and Operations Management.

Xingyue (Luna) Zhang and Haluk Demirkan, 2021. “Between Online and Offline Markets: A Structural Estimation of Consumer Demand.” Information & Management, 58:4, 103467

Xingyue (Luna) Zhang and Oliver Yao, 2020. “How Much is Too Much? The Effect of Call Intensity on Online Purchase." Production and Operations Management, 29:3, 509-525. Lead Article