title: Associate Professor
E-mail: liyouapril@foxmail.com
Research Interests: Consumer behavior, AI marketing,
Digital marketing
Representative Research Projects:
Hosted Research Projects
[1] Youth Project of the National Natural Science Foundation of China, "Study on the Formation Mechanism and Coping Strategies of Consumers' Algorithm Aversion to Artificial Intelligence Products" (No. 72102082), Implementation Period: January 2022 - December 2023
[2] China Postdoctoral Science Foundation General Program, "Study on Omni-channel Integration Strategies Based on BOPS (Buy Online, Pick up in Store) Shopping" (No. 2020M672364), Implementation Period: 2021 – 2022
[3] the Fundamental Research Funds for the Central Universities, “Study on the Influence Mechanism of Human-AI Collaboration Strategy on Service Satisfaction” (No. 104972025RSCbs0041), Implementation Period: 2024 – 2025
Participated Research Projects
[1] Major Project of the National Natural Science Foundation of China, "Study on the Theory and Practice of Intelligent Marketing and Governance" (No. 72232003), Implementation Period: January 2023 - December 2027
[2] International Cooperation Major Project of the National Natural Science Foundation of China, "Study on the Theory and Practice of Omni-channel Marketing" (No. 71720107004), Implementation Period: January 2018 - December 2022
[3] General Program of the National Natural Science Foundation of China, "Study on the Impact Mechanism of the Originality of Social Information Flow Advertising on Customers' Brand Engagement" (No. 71972078), Implementation Period: January 2020 - December 2023
Representative Papers
[1] Chang Yaping, Li You*, Yan Jun, & Kumar, V. (2019). Getting more likes: The impact of narrative person and brand image on customer–brand interactions. Journal of the Academy of Marketing Science, 47(6), 1027-1045. (FT50, ABS 4*, JCR Q1)
[2] Li You, Li Yi*, Chen Qian & Chang Yaping (2024). Humans as Teammates: The Signal of Human-AI Teaming Enhances Consumer Acceptance of Chatbots. International Journal of Information Management, 76, 102771. (ABS 2*, JCR Q1, Impact Factor: 20.1, ESI Highly cited Paper)
[3] Liang Zhehao, Li You*, & Chen Tao. (2025). When AI fails, who gets the blame? Citizens’ attribution patterns in AI-induced public service failures. Journal of Chinese Governance, 1–30. (ABS 2*, JCR Q1)
[4] Li Yi, Chang Yaping, Li You* (2025), "Robots allow for indulgence: how service robots impact consumers’ unhealthy food choices". International Journal of Contemporary Hospitality Management, 37(10) ,3265–3283. (ABS 3*, JCR Q1)
[5] Chai Shaowei, Chang Yaping, & Li You*. (2025). Image-Left, Text-Right: The Horizontal Sequence Effect of Images and Text on Consumer Responses to in-Feed News. Psychology & Marketing. (ABS 3*, JCR Q1)
[6] Li You, Chang Yaping*, Li Zhen, & Geng Lixiao. (2024). The Value of Psychological Ownership: How Buy-Online-and-Pick-up-in-Store Enhances Consumer Loyalty. European Journal of Marketing, 58(1). (ABS 3*, JCR Q3)
[7] Li You, Liang Zhehao*, Wang Yawei, & Chang Yaping. (2023). The Negative Effect of Service Robots’ Affective Human-likeness on Consumer Satisfaction in Frontline Service Encounters. International Journal of Hospitality Management, 115, 103603. (ABS 3*, JCR Q1)
[8] Li You, Geng Lixiao*, Chang Yaping, & Ni Peng. (2023). Research online and purchase offline: The disruptive impact of consumers’ online information on offline sales interaction. Psychology & Marketing, 40(12), 2642-2652. (ABS 3*, JCR Q1)
[9] Li You, Liang Zhehao*, & Chang Yaping (2022). A review and prospect of research on users' algorithm aversion to artificial intelligence products. Chinese Journal of Management.
[10] Li You, Chang Yaping*, & Liang Zhehao. (2022). Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings. Journal of Business Research, 150, 89-101. (ABS 3*, JCR Q1)
