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余树彬，男，北京大学深圳研究生院教授。
人物简历
教育背景
统计学硕士，鲁汶大学，2018年
国际商业经济学硕士，鲁汶大学，2016年
文化研究硕士，鲁汶大学，2014年
广告学/英语，文学学士，广东外语外贸大学，2013年
研究方向
获奖情况
2021西安市区级第四盾山、2019 Elyette Roux 奢侈品牌管理最佳博士论文奖（威尼斯）、2017 The Mystique of Luxury Brands Conference（首尔）最佳论文奖、2016 LVMH-SMU Luxury Research Conference（新加坡）最佳论文奖 第二名
科研成果
Talukdar. N., Yu, S*. (2021) Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty, user satisfaction, and purchase intention. Journal of Strategic Marketing.
Ashafaq, M., Yu, S*., Liu, Y., Luo, K. (2021) The usage intensity of instant messaging for work and employees’ anxiety. International Journal of Mobile Communications.
Ye, W., Li, Q*., Yu, S. (2021) Persuasive Effects of Message Framing and Narrative Format on Promoting COVID-19 Vaccination: A Study on Chinese College Students. International Journal of Environmental Research and Public Health. 2021; 18(18):9485.
Yu, S. & Hu, Y*. (2020) When luxury brands meet China: the effect of localized celebrity endorsements in social media marketing. Journal of Retailing and Consumer Services, Vol.54, 102010.
Talukdar, N. & Yu, S*. (2020) Do materialists care about sustainable luxury? Marketing Intelligence and Planning, Vol.38, issue: 4, 465–478.
Ashafaq, M., Yun. J.*, & Yu, S. (2020) My Smart Speaker is Cool! The Effects of Perceived Coolness on Current Users’ Attitude toward Smart Speakers and Continuance Intention. International Journal of Human-Computer Interaction.
Ashfaq, M., Yun, J. Yu, S.* & Loureiro, S., (2020) I, Chatbot: Modelling the Determinants of Users’ Satisfaction and Continuance Intention of AI-Powered Service Agents. Telematics and informatics.
Yu, S*., Hudders, L., & Cauberghe, V. (2018) Are fashion consumers like schooling fish? The effectiveness of popularity cues used in e-commerce. Journal of Business Research, Vol.85, pp.105-116.
Yu, S*., Hudders, L. & Cauberghe, V. (2018) Selling luxury products online: The effect of a quality label on risk perception, purchase intention and attitude toward the brand. Journal of Electronic Commerce Research, Vol.19, Issue: 1, pp.16-35.
Yu, S*., Hudders, L. & Cauberghe, V. (2017) Targeting the luxury consumer: a vice or virtue? a cross-cultural comparison of the effectiveness of behaviorally targeted ads. Journal of Fashion Marketing and Management, Vol.21, Issue: 2, pp.187-205.
Yu, S*., Hudders, L. & Cauberghe, V. (2017) Luxury brands in the digital era: a cross-cultural comparison of the effectiveness and underlying mechanisms of personalized advertising. The Essence of Luxury: An Asian Market Perspective, pp. 126-147, Singapore Management University.[1]