I. Personal Profile
Yang Shuiqing is a Professor and Doctoral Supervisor. He received his Ph.D. in Management Science and Engineering from Huazhong University of Science and Technology in 2012, completed his postdoctoral research at the School of Management, Zhejiang University, and was a visiting scholar at the University of Hong Kong and the University of Texas–Pan American. He has been named a China Highly Cited Scholar (2020–2025), listed on Stanford University's World's Top 2% Scientists by Scientific Impact (2020–2025), and included in the Career-Long Scientific Impact ranking of the World's Top 2% Scientists. He has been selected for two provincial-level talent programs.
His research interests include consumer behavior and decision-making in emerging technology environments, artificial intelligence and management, business intelligence and data mining, data elements and management innovation, and digital transformation and platform governance. As first author or corresponding author, he has published over 70 papers in leading domestic and international management journals, including Science Research Management, Chinese Journal of Management, Journal of Industrial Engineering and Engineering Management, Journal of Marketing Research, Information & Management, and Decision Support Systems (including UTD24 journals), and has published two monographs. He has received multiple awards, including the Zhejiang Provincial Award for Outstanding Achievements in Philosophy and Social Sciences and the Emerald Best Paper Award.
He has presided over two General Programs of the National Natural Science Foundation of China (NSFC) and has led numerous provincial and ministerial projects, including the China Postdoctoral Science Foundation First-Class Grant, the China Postdoctoral Science Foundation Special Grant, the MOE Humanities and Social Sciences Research Fund, the Zhejiang Provincial Philosophy and Social Sciences Key Project, and the Zhejiang Provincial Natural Science Foundation.
He serves as the Executive Deputy Director of the Platform Economy Innovation and Development Professional Committee of the Chinese Society of Technology Economics, and as a Standing Director of the Computer Simulation Branch of the Chinese "Dual Method" Research Association. He also serves as an ad hoc reviewer for Divisions 1 and 2 of the Department of Management Sciences, National Natural Science Foundation of China, a thesis review expert of the Ministry of Education. He also serves as a guest editor for several SSCI journals and as a program committee member for major academic conferences such as CNAIS and ICDEMC.
He actively explores and practices new models for cultivating digital and intelligent management talents with a distinctive finance-and-economics orientation, consistently organizes and participates in weekly research seminars for graduate and undergraduate student teams, and guides students in academic competitions, where they have won multiple national and provincial/ministerial awards.
He has supervised several master's students who have gone on to pursue doctoral degrees at 985 universities, including Nanjing University, East China Normal University, and Southeast University.
Email: yangshuiqing@zufe.edu.cn； 3973419@qq.com
Address: School of Management, Zhejiang University of Finance and Economics, 18 Xueyuan Street, Xiasha Higher Education Park, Hangzhou 310018, China
Admission Information:
[1] School of Management / Doctoral Students: Business Administration
[2] School of Management / Master's Students: Management Science and Engineering
[3] School of Management / Master's Students: Business Administration
II. Courses Taught
Undergraduate courses: Digital Marketing, Foundations of Entrepreneurship, Scientific Frontier and Research Methods, Data Analysis Models and Tools.
Graduate courses: Management Information Systems (undergraduate/graduate), E-commerce (international students, undergraduate/graduate), Social Commerce Behavior Analysis (graduate).
III. Selected Publications (Recent Five Years)
[1] Corresponding author. Divergent versus Relevant Ads? How Creative Ads Affect Purchase Intention for New Products [J]. Journal of Marketing Research, 2024 (2): 271-289. (UTD24)
[2] First author. Does personality matter? Understanding the impacts of real-self and avatar personality traits on metaverse satisfaction [J]. Internet Research, 2024 (ahead-of-print).
[3] Corresponding author. Examining the diminishing marginal impact of online reviews on consumers' information acquisition and purchase decisions [J]. Electronic Commerce Research, 2024.
[4] Corresponding author. Understanding anthropomorphic voice-AI chatbot continuance from a human-AI interaction perspective [J]. Behaviour & Information Technology, 2024: 1-21.
[5] Corresponding author. Exploring active and passive interactions in social networking services: a psychological needs perspective [J]. Information Technology & People, 2024 (5): 1918-1949.
[6] First author. Understanding Voice Shopping Value Co-Creation: A SEM-fsQCA Method [J]. Journal of Computer Information Systems, 2024: 1-19.
[7] First author. Warmth or competence? Understanding voice shopping intentions from Human-AI interaction perspective [J]. Electronic Commerce Research, 2024: 1-30.
[8] Corresponding author. Understanding social media users' engagement intention toward emergency information: the role of experience and information usefulness in a reciprocity framework [J]. Information Technology & People, 2023 (4): 1459-1483.
[9] Corresponding author. How does topic consistency affect online review helpfulness? The role of review emotional intensity [J]. Electronic Commerce Research, 2023 (4): 2943-2978.
[10] Corresponding author. What drives consumers' purchase intention of online paid knowledge? A stimulus-organism-response perspective [J]. Electronic Commerce Research and Applications, 2022. 52: 101126.
[11] Corresponding author. Understanding mobile learning continuance from an online_cum_offline learning perspective: A SEM-neural network method [J]. International Journal of Mobile Communications, 2022. 20(1): 105-127.
[12] First author. Editorial: Social commerce in the new era [J]. Frontiers in Psychology, 2022. 13. (Editor-in-Chief editorial)
[13] Corresponding author. Does self-management of learning matter? Exploring mobile learning continuance from a valence framework perspective [J]. International Journal of Mobile Communications, 2022. DOI: 10.1504/IJMC.2023.10045296 [https://www.sci-hub.vg/10.1504/IJMC.2023.10045296](https://www.sci-hub.vg/10.1504/IJMC.2023.10045296)
[14] First author. Do topic consistency and linguistic style similarity affect online review helpfulness? An Elaboration Likelihood Model Perspective [J]. Information Processing and Management, 2021. 58(3): 102521.
[15] Corresponding author. The role of perceived integration in WeChat usages for seeking information and sharing comments: A social capital perspective [J]. Information & Management, 2021. 58(1): 103280.
[16] Corresponding author. Does the review deserve more helpfulness when its title resembles the content? Locating helpful reviews by text mining [J]. Information Processing & Management, 2020. 57(2): 102179.
[17] Corresponding author. Effects of interactivity on continuance intention of government microblogging services: An implication on mobile social media [J]. International Journal of Mobile Communications, 2020. 18(2): 420-442.
[18] First author. Understanding online review helpfulness in omnichannel retailing [J]. Industrial Management & Data Systems, 2019. 119(8): 1565-1580.
[19] Corresponding author. Mobile social media use intention in emergencies among Gen Y in China: An integrative framework of gratifications, task-technology fit, and media dependency [J]. Telematics and Informatics, 42 (2019): 101244.
[20] First author. Why do college students continue to use mobile learning? Learning involvement and self-determination theory [J]. British Journal of Educational Technology (2019), vol. 52, No. 2, pp. 626-637.
IV. Major Funded Projects (as PI)
[1] NSFC General Program: "The Impact of Human-Machine Compatibility and Collaboration Patterns on Human-Machine Team Performance in the Internet of Intelligence: The Double-Edged Sword Effects of Substitution and Augmentation" (72371223), Ongoing, 2024.01–2027.12.
[2] NSFC General Program: "The Impact of O2O Channel Integration and Interaction Patterns on Customer Loyalty in the Mobile Internet Environment: A Customer Experience Perspective" (71472163), Completed, 2015.01–2018.12.
[3] MOE Humanities and Social Sciences Research Project: "Research on Mobile Commerce User Adoption Behavior and Its Intervention Mechanisms from a Collaborative Perspective" (13YJC63020), Completed, 2013.01–2015.12.
[4] Zhejiang Provincial Philosophy and Social Sciences Planning Key Project: "The Mechanism of MI-O2O Channel Integration on Customer Loyalty: An Empirical Study Based on Zhejiang Enterprises" (16NDJC019Z), Completed, 2016.01–2018.12.
[5] Zhejiang Provincial Natural Science Foundation: "Perceived Interactivity and Customer Satisfaction in the New Retail Model: The Driving Mechanism of Offline Digital Cues" (LY21G010040), 2021.01–2023.12.
[6] Zhejiang Provincial Natural Science Foundation: "The Impact of Omnichannel Integration on Customer Experience: The Moderating Effect of Social Interaction Patterns" (LY18G020014), Completed, 2018.01–2020.12.
[7] Zhejiang Provincial Natural Science Foundation: "Research on Mobile Commerce User Adoption and Continuous Use Behavior from a Cross-Channel Perspective" (LY14G010007), Completed, 2015.01–2017.12.
[8] MOE Industry-University Cooperative Education Project: "Neuromarketing Course Faculty Training Based on Eye-Tracking and EEG Technologies" (201901024019), Completed, 2019.09–2020.12.
[9] China Postdoctoral Science Foundation First-Class Grant: "The Impact of MI-O2O Channel Integration on Customer Loyalty: A Customer Experience Perspective", Completed, 2015.01–2016.12.
[10] China Postdoctoral Science Foundation Special Grant: "Channel Integration and Customer Experience: The Moderating Effect of Channel Interaction Patterns", Completed, 2016.01–2017.12.
V. Selected Books
[1] Yang, S. (2015). *Consumer Channel Extension and Selection Behavior*. Beijing: Posts & Telecom Press.
[2] Yang, S., & Lu, Y. (2021). *Perceived Channel Integration and Consumer Behavior*. Beijing: China Social Sciences Press.
VI. Major Awards
[1] Yang, S., Consumer Channel Extension and Selection Behavior*, People's Government of Zhejiang Province, the 19th Zhejiang Provincial Award for Outstanding Achievements in Philosophy and Social Sciences, Third Prize, 2017.
[2] Yang, S.; Liu, Y.*; Wei, J., "Social Capital on Mobile SNS Addiction: A Perspective from Online and Offline Channel Integrations", Emerald Publisher's Best Paper of the Year Award, 2017.
