余树彬 - 北京大学深圳研究生院

个人简介

余树彬博士职位：助教授最高学历：根特大学传播科学博士教育背景：传播科学博士，根特大学，2017年统计学硕士，荷语天主教鲁汶大学，2018年国际商业经济学硕士，荷语天主教鲁汶大学，2016年文化研究硕士，荷语天主教鲁汶大学，2014年广告学/英语，文学学士，广东外语外贸大学，2013年工作经历：助理教授，北京大学汇丰商学院 (2019 年 8 月 – 现在) 博后研究员，北京大学汇丰商学院 (2017 年 9 月 – 2019 年 7 月) 获奖情况：国际： 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）最佳论文奖第二名国家：中国博士后科学基金一等奖、国家留学生奖学金图书章节： Yu, S., Xiong, J* (2019). How Chatbot Service Agents Can Alleviate the Negative Effect of Unsolved Request on Consumers’ Trust Toward Companies (Extended abstract). NA-Advances in Consumer Research, Vol 47, Association for Consumer Research. Talukdar. N, Yu. S.*. (2019) A serial mediation effect of immersive VR on purchase intention through perceived novelty and satisfaction and the moderating role of psychological distance (Extended abstract). AP-Advances in Consumer Research, Vol 12, pp. 15-16, Association for Consumer Research. Liu, S., Wang, Y., Yu, S*. (2017) The effect of different internet slang styles on brand personality and ad persuasion. Advances in Transdisciplinary Engineering, Vol.5, pp.197–204 (EI, CPCI). 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. Yu, S*., Hudders, L., Cauberghe, V. (2016) Tracking the luxury consumer online: an experimental study on the effectiveness of site and search retargeting for luxury brands in China and the Netherlands (Extended abstract). Developments in Marketing Science, pp. 1541, Springer Cham.

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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 (SSCI). 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 (SSCI). 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 (SSCI). Hu. Y., Yu. S*. (2019) How data journalism is changing the news production process (in Chinese). Editorial Friends(编辑之友) (CSSCI).