Representative Research Papers

[1] 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)

[2] 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)

[3] 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)

[4] 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.

[5] 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)

[6] 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)

[7] 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)

[8] 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)

[9] 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)

[10] 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)

[11] 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)

[12] 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)

[13] 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)

[14] 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)

Teaching (2014-2018)

Undergraduate:

Pricing, 64 Teaching Hours

Marketing, 224 Teaching Hours

Graduate:

Marketing Management, 8 Teaching Hours