曾经在《高等教育研究》、《高教探索》、《高等工程教育研究》、《科研管理》等CSSCI刊物上发表10篇“教育教学研究”论文。获得过“华中科技大学教师教学竞赛一等奖”、“第十二届“挑战杯”中国大学生创业计划竞赛国家奖（银奖）”、“湖北省高等学校教学成果二等奖”（二次），“湖北省优秀学士学位论文指导奖”（二次）、“湖北省优秀硕士学位论文指导奖”，“湖北省一流本科课程”。 “湖北省博士团“三下乡”志愿服务荣誉奖”、校“防汛先进个人”、校“优秀共产党员”等光荣称号。 教育背景 武汉纺织大学获得工学学士学位；武汉大学获得经济学硕士学位；华中科技大学获得管理学博士学位。 海外访问/进修 美国埃默里大学访问教授；美国路易斯安那州立大学访问教授等

营销管理、战略管理

[1] Li You, * Chang Yaping, Liang Zhehao. Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings[J]. Journal of Business Research, 2022, 150: 89-101.（通讯作者，SSCI，IF 10.969，Q1） [2] Chang Yaping, Geng Lixiao. Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention. International Journal of Retail & Distribution Management, 2022, 50(12): 1535-1551. （SSCI，IF 4.743，Q2） [3] Geng Lixiao, Chang Yaping. The effects of utilitarian value on omnichannel continuance intention: the moderating role of product involvement[J]. Baltic Journal of Management, 2022, 17(4): 484-500. （SSCI，IF 2.753，Q4） [4] Chang Ya Ping, Jingwen Li. Seamless experience in the context of omnichannel shopping: scale development and empirical validation[J]. Journal of Retailing and Consumer Services, 2022, 64: 102800.（SSCI，IF 10.972，Q1） [5] Yan Jun, Ali Ihtesham, Ali Rizwan, Chang Yaping. The Power of Affection: Exploring the Key Drivers of Customer Loyalty in Virtual Reality-Enabled Services[J]. Frontiers in Psychology, 2022, 13: 850896. （SSCI，IF 4.232，Q1） [6] Liang Shichang, Chu Yuxuan, Zhang Min, Chang Yaping, Yan Yanling, He Lingling, Wei Tie. The influence of promotion mode of green products on sharing intention[J]. Journal of Cleaner Production, 2022, 364: 132633. （SSCI，IF 11.072，Q1） [7] Liang Shichang, Dong Xuebing, Yan Yanling, Chang Yaping. The influence of the inconsistent color presentation of the original price and sale price on purchase likelihood[J]. Frontiers in Psychology, 2021, 12: 603754. （SSCI，IF 4.232，Q1） [8] Liang Shichang, Chu Yuxuan, Wang Yunshan, Zhang Ziqi, Wu Yunjie, Chang Yaping. “Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion[J]. Frontiers in psychology, 2021, 12: 783483. （SSCI，IF 4.232，Q1） [9] Zhu Donghong, *Chang Yaping. Robot with humanoid hands cooks food better? International Journal of Contemporary Hospitality Management, 2020, 32(3), 1367-1383. (SSCI, IF 5.667, Q1) [10] Zhu Donghong, Deng Zhongzhun, *Chang Yaping. Understanding the influence of submission devices on online consumer reviews: A comparison between smartphones and PCs. Journal of Retailing and Consumer Services, 2020, 54: 102028. (通讯作者, SSCI, IF 4.219, Q2) [11] *Chang Yaping, Li You, Yan Jun, V. Kumar. Getting more likes: the impact of narrative person and brand image on customer–brand interactions. Journal of the Academy of Marketing Science, 2019, 47(6): 1027-1045. (FT50, SSCI, IF 7.959, Q1) [12] Wang Yawei, *Chang Yaping. What you are confident of determines your choices in context: Confidence in yourself versus in your ability. Journal of Behavioral Decision Making, 2019, 32(4): 375-387. (通讯作者, SSCI, IF 1.715, Q3) [13] Liang Shichang, *Chang Yaping, Dong Xuebing, Wang Jinshan. Perceived uniqueness: Locus of control, social exclusion, and choice. Social Behavior and Personality, 2019, 47(11): 1-7. (SSCI, IF 0.676, Q4) [14] Zhu Dong Hong, Zhang Zhi Jie, *Chang Ya Ping, Liang Shichang. Good discounts earn good reviews in return? Effects of price promotion on online restaurant reviews. International Journal of Hospitality Management, 2019, 77: 178-186. (SSCI, IF 6.701, Q1) [15] Dong Xuebing, *Chang Yaping, Liang Shichang, Fan Xiaojun. How online media synergy influences consumers’ purchase intention: A perspective from broadcast and interactive media. Internet Research, 2018, 28(4): 946-964. (通讯作者, SSCI, IF 4.109, Q1) [16] Liang Shichang, He Yun, *Chang Yaping, Dong Xuebing, Zhu Donghong. Showing to friends or strangers? Relationship orientation influences the effect of social exclusion on conspicuous consumption. Journal of Consumer Behavior, 2018, 17(4): 355-365. (通讯作者, SSCI, IF 1.580, Q3) [17] Zhu Dong Hong, Wang Ya Wei, *Chang Ya Ping. The influence of online cross recommendation on consumers’ instant cross-buying intention: the moderating role of decision-making difficulty. Internet Research, 2018, 28(3): 604-622. (SSCI, IF 4.109, Q1) [18] Wang Yawei, *Chang Yaping. How specific and general self-confidence affect assortment decisions. Social Behavior and Personality, 2018, 46(10): 1687-1696. (通讯作者, SSCI, IF 0.535, Q4) [19] Zhu Dong Hong, Ye Zhen Qi, *Chang Ya Ping. Understanding the textual content of online customer reviews in B2C websites: A cross-cultural comparison between the US and China. Computers in Human Behavior, 2017, 76: 483-493. (SSCI, IF 3.536, Q1) [20] Liang, Shichang; *Chang, Ya Ping; Wang, Jinshan. Social exclusion and conspicuous consumption: The moderating effect of power state. Social Behavior and Personality, 2017, 45(2): 321-329. (通讯作者, SSCI, IF 0.458, Q4) [21] Dong, Xue Bing; *Chang, Ya Ping; Wang, Ya Wei; Yan, Jun. Understanding usage of Internet of Things (IOT) systems in China: cognitive experience and affect experience as moderator. Information Technology & People, 2017, 30(1): 117-138. (SSCI, IF 1.639, Q2) [22] Dong, Xue Bing; *Chang, Ya Ping. Effects of the characteristics of online multimedia synergy on consumers' message acceptance and message response. Online Information Review, 2017, 41(5): 710-727. (SSCI, IF 1.675, Q2) [23] Liang, Shichang; *Chang, Ya Ping; Social exclusion and choice: The moderating effect of power state. Journal of Consumer Behaviour, 2016, 15(5): 449-458.(通讯作者, SSCI, IF 1.481, Q3) [24] Zhu, Dong Hong; Sun, Hui; *Chang, Ya Ping. 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, 2016, 31: 287-293.(通讯作者) [25] *Chang, Ya Ping; Dong, Xue Bing. Research on the impact of consumer interaction behavior on purchase intention in an SNS environment: evidence from China. Information Development, 2016, 32(3): 496-508. (SSCI, IF 1.691, Q3) [26] Wu, Jin Feng; *Chang, Ya Ping. Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers, Internet Research, 2016, 26(5): 1228-1248.(通讯作者, SSCI, IF 2.931, Q1, Emerald 2017 Highly Commended Award Paper)