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.
研究领域
营销传播
近期论文
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).