Dr Yong Wooi Keong

Dr Yong Wooi Keong

  • Senior Lecturer
Department of Liberal Arts and Sciences
  • School of American Education (in partnership with Arizona State University)
SDGs Focus

Biography

Dr Yong Wooi Keong is a Senior Lecturer at 红杏视频 University with a Ph.D. from Universiti Teknologi Malaysia, an MSc in Banking from Universiti Utara Malaysia, and a BA (Hons) in Business and Marketing Management from Oxford Brookes University, UK. His funded research focuses on financial literacy, fraud prevention, and retirement planning among gig economy workers, in collaboration with UTM, Universiti Tunku Abdul Rahman, and Universiti Tenaga Nasional. He also maintains active international research partnerships with Ala-Too International University (Kyrgyzstan) and North American University (USA), reflecting his commitment to impactful, cross-border scholarship.

Academic & Professional Qualifications

  • PhD, Universiti Teknologi Malaysia (2021)
  • MSc. Banking, Universiti Utara Malaysia (2008)
  • B.A. Business & Marketing Management (Hons), Oxford-Brookes University (2001)

Research Interests

  • Financial Literacy
  • Financial Fraud Prevention
  • Retirement Planning

Teaching Areas

  • Business
  • Marketing
  • Human Resource Management
  • Business Finance
  • Organizational Behavior

Notable Publications

  1. Yong, W. K., Wong, S. H., Maria, M., & Akmoldoev, K. (2024). Consumer culture in Kyrgyzstan: Analysing gender moderation effects to understand e-wallet adoption.
  2. Yong, W. K., Wong, S. H., Maria, M., & Zhamgyrchiev, N. (2023). Unveiling gender dynamics: Examining gender moderation effects on the relationship of subjective norms, attitude, and intention towards e-wallet adoption in Tajikistan.
  3. Yong, W. K., Md Husin, M., & Zhamgyrchiev, N. (2023). COVID-19 and e-wallet usage intention in Kyrgyzstan. Asian Journal of Humanities & Social Studies, 11(1),
  4. Yong, W. K., Md Husin, M., Liew, K. J., Mohd Said, O., Syed Ahmad, F., Sockanathan, S., Ismail, N., & Rosly, M. R. (2021). Identifying the key beliefs of private university students towards joining the Malaysian Armed Forces. International Journal of Business Continuity and Risk Management, 11(2-3), 142.
  5. Yong, W. K., Md Husin, M., & Kamarudin, S. (2021). Understanding research paradigms: A scientific guide. Journal of Contemporary Issues in Business and Government, 27(2), 5857.  

Achievements & Accolades

  1. Best paper Award 鈥淢ultidisciplinary and Practice鈥, Sustainable Business for Society Conference 2025.  鈥淚nterview First, Survey Later: A Critical Reflection on Cross-Country Differences Impacting Sustainable Financial Literacy Within the SDG Framework鈥
  2. 红杏视频 ECR Grant 2024-2025 鈥淧reventing Financial Fraud through Education 鈥 Empowering Potential Victims to Fight Back鈥
  3. UNITEN BOLD 2024-2025 Grant 鈥 鈥淓xploring Factors Influencing Gig Economy Workers鈥 Intention To Participate In Retirement Planning Schemes In Malaysia鈥
  4. Memorandum of Understanding with Ala-Too International University of the Kyrgyz Republic, 2024-2029