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  • Zhu Donghong

    Associate Professor

  • Subordinate unit

    Department of Marketing

  • Research Interests

    Consumer behavior, with special focus on marketing issues related technology topics such as VR and Artificial Intelligence

  • Telephone

    E-mail

    Zhudonghong@hust.edu.cn

Education

Ph.D. (Majored in Management), Huazhong University of Science and Technology, Sept 2009 - Jun 2012

Courses Taught （2019-2025）

Undergraduate：Pricing, Marketing, Course Design

MBA: Marketing Management

Research Interests

Consumer behavior, with special focus on marketing issues related technology topics such as VR and Artificial Intelligence

Representative Research Projects (project leader)

1. National Natural Science Foundation of China. Breaking Identity Bias: Research on the Influence of AI Service Robots’ Organizational Identity on Consumption Decision-making. 2024.1-2027.12

2. National Natural Science Foundation of China. Research on the Influence of Virtual Reality Advertising on Purchase Decision: Function Mechanism and Synergy Effect. 2020.1-2023.12

3. National Natural Science Foundation of China. The Influence of Next Best Offer (NBO) on Consumer Decision in the SoLoMo Context. 2014.1-2016.12

4. Special Support Project of China Postdoctoral Science Foundation. The influence of product collaboration on consumers' instant cross-purchase in the case of online recommendation.2014.

Representative Research Papers

[1] Zhu, Dong Hong(*). (2025). Experiential virtual reality or informational video advertising? Assessing promotional effect on sport interest. International Journal of Sports Marketing & Sponsorship.

[2] Zhu, Dong Hong(*). (2024). Introducing immersive virtual reality in a marketing practical training course: Qualitative evaluation with undergraduates. International Journal of Management Education 22 (3), e101058.

[3] Zhu, Dong Hong; Zhang, Wen Qi(*). (2024). Do we have to know the hen that lays the eggs? How the disclosure timing of robot chef identity affects consumer perceived ethicality, Journal of Sustainable Tourism, 32 (10) , 2080-2097

[4] Li, Xin Lan; Zhu, Dong Hong(*); Chang, Ya Ping. (2024). The Negative Effect of Name: Mentions of Frontline Service Employee Name Reduce Online Review Persuasiveness. Journal of Service Research, 27 (4), 636-652

[5] Zhu, Dong Hong(*). (2022). Effects of robot restaurants' food quality, service quality and high-tech atmosphere perception on customers' behavioral intentions. Journal of Hospitality and Tourism Technology, 13(4), 699-714

[6]Chen, Zi He; Zhu, Dong Hong(*). (2022). Effect of dynamic promotion display on purchase intention: The moderating role of involvement. Journal of Business Research, 148, 252-261

[7] Zhu, Dong Hong(*); Deng, Zhong Zhun. (2021). Effect of Social Anxiety on the Adoption of Robotic Training Partner. Cyberpsychology Behavior and Social Networking, 24(5), 343-348

[8] Zhu, Dong Hong; Deng, Zhong Zhun.(*); Chang, YP(*). (2020). Understanding the influence of submission devices on online consumer reviews: A comparison between smartphones and PCs. Journal of Retailing and Consumer Services: ‏5,文献号: 102028

[9] Zhu, Dong Hong(*); Chang, Ya Ping. (2020). Robot with humanoid hands cooks food better? Effect of robotic chef anthropomorphism on food quality prediction. International Journal of Contemporary Hospitality Management. ‏32(3), 1367-1383. （ESI高被引）

[10] Zhu, Dong Hong(*); Zhang, Zhi Jie; Chang, Ya Ping; Liang, Shichang. (2019). Good discounts earn good reviews in return? Effects of price promotion on online restaurant reviews, International Journal of Hospitality Management, 77, 178-186. (SSCI)

[11] Zhu, Dong Hong; Wang, Ya Wei(*); Chang, Ya Ping. (2018). The influence of online cross-recommendation on consumers' instant cross-buying intention: The moderating role of decision-making difficulty. Internet Research, 28(3), 604-622. (SSCI)

[12] Zhu, Dong Hong; Ye, Zhen Qi(*); Chang, Ya Ping. (2017). Understanding the textual content of online customer reviews in B2C websites: A cross-cultural comparison between the US and China. Computers in Human Behavior, 76, 483-493. (SSCI)

[13] Zhu, Dong Hong(*); Sun, Hui; Chang, Ya Ping. (2017). How the content of location-based advertisings influences consumers' store patronage intention. Journal of Consumer Marketing, 34(7), 603-611.

[14] Zhu, Dong Hong; Chang, Ya Ping(*); Luo, Jian Jun. (2016). Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics and Informatics, 33(1), 8-16. (SSCI)

[15] Zhu, Dong Hong; Sun, Hui; Chang, Ya Ping(*). (2016). Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source. Journal of Retailing and Consumer Services, 31, 287-29. (SSCI)

[16] Zhu, Dong Hong; Chang, Ya Ping(*). (2015). Effects of interactions and product information on initial purchase intention in product placement in social games: the moderating role of product familiarity. Journal of Electronic Commerce Research, 16(1), 22-33. (SSCI)

[17] Zhu, Dong Hong; Chang, Ya Ping(*); Chang, An. (2015). Effects of free gifts with purchase on online purchase satisfaction. Internet Research, 25(5), 690-706. (SSCI)

[18] Zhu, Dong Hong; Chang, Ya Ping(*); Luo, Jian Jun; Li, Xin. (2014). Understanding the adoption of location-based recommendation agents among active users of social networking sites, Information Processing & Management, 50(5), 675-682. (SSCI)

[19] Zhu, Dong Hong; Chang, Ya Ping(*). (2014). Investigating consumer attitude and intention toward free trials of technology-based services. Computers in Human Behavior, 30(1), 328-334. (SSCI)

[20] Zhu, Dong Hong; Chang, Ya Ping(*). (2014). Understanding motivations for continuance intention of online communities in China: A comparison of active users of social networking sites and virtual communities. Information Development, 30(2), 172-180. (SSCI)

[21] Zhu, Dong Hong; Chang, Ya Ping(*). (2013). Negative Publicity Effect of the Business Founder's Unethical Behavior on Corporate Image: Evidence from China. Journal of Business Ethics, 30(2), 111-121. (SSCI, FT45)

[22] Chang, Ya Ping; Zhu, Dong Hong (*). (2012). The role of perceived social capital and flow experience in building users' continuance intention to social networking sites in China. Computers in Human Behavior, 28(3), 995-1001. (SSCI)

[23] Chang, Ya Ping; Zhu, Dong Hong (*). (2011). Understanding social networking sites adoption in China: A comparison of pre-adoption and post-adoption. Computers in Human Behavior, 27(5), 1840-1848. (SSCI)

Address: School of Management, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, Hubei Province, China