Research Areas
Consumer Behavior, Digital Marketing, Visual Marketing, Prosocial Behavior
Education
- Tsinghua University, School of Economics and Management, Ph.D. in Marketing, September 2018 ~ June 2024
- National University of Singapore, Business School, Visiting student in Marketing, January 2022 ~ July 2023
- University of International Business and Economics, School of Information Technology & Management, Bachelor of Management, E-commerce, September 2014 ~ June 2018
Professional Experience
Assistant Professor in Marketing, Nankai Business School, July 2024 ~
Awards
Social Service
Journal Reviewer
· Journal of Behavioral Decision Making
· Information & Management
· International Journal of Consumer Studies
· International Journal of Hospitality Management
· AIS Transactions on Human-Computer Interaction
· Information Resources Management Journal
Conference Reviewer
· American Marketing Association Conference (AMA)
· Association for Consumer Research Conference (ACR)
· European Association of Consumer Research (EACR)
· The China Summer Workshop on Information Management (CSWIM)
1.Yu Gu and Rong Chen (2021), “How does money phrasing influence intention to donate: The role of construal level and fit.”Psychology & Marketing, 38(11), 1911-1927. (ABS 3; ABDC List A Journal; JCR Q1; IF: 6.7)
2.Yu Gu, Xusen Cheng, and Jia Shen (2023), “Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience.”Information & Management, 60 (5), 103810. (ABS 3; ABDC List A* Journal; JCR Q1; IF: 9.9)
3.Yu Gu and Rong Chen (2023), “Effects of payment notifications on consumer purchase decisions: The role of pain of payment.”Journal of Consumer Behaviour, 22(4), 818-832. (ABDC List A Journal; JCR Q2; IF: 4.3)
4.Xiaobing Xu, Shuaifan Zeng, Yu Gu*, and Jin Zhang (2023), “Uniform pricing effect: The influence of uniform pricing on product acquisition value judgment.”International Journal of Consumer Studies, 47(4), 1364-1376. (ABDC List A Journal; JCR Q1; IF: 9.9)
5.Xusen Cheng, Yu Gu, Ying Hua, and Xin (Robert) Luo (2021), “The paradox of word-of-mouth in social commerce: Exploring the juxtaposed impacts of source credibility and information quality on SWOM spreading.” Information & Management, 58(7), 103505. (ABS 3; ABDC List A* Journal; JCR Q1; IF: 9.9)
6.Xusen Cheng, Yu Gu, and Jia Shen (2019), “An integrated view of particularized trust in social commerce: An empirical investigation.” International Journal of Information Management, 45, 1-12. (ABDC List A* Journal; JCR Q1; IF: 21; ESI Highly Cited Paper)
7.Xusen Cheng, Yu Gu, and Jian Mou (2020), “Interpersonal relationship building in social commerce communities: Considering both swift Guanxi and relationship commitment.” Electronic Commerce Research, 20(1), 53-80. (ABDC List A Journal; IF: 3.9)
* Corresponding author
