Profile

Xiaoyan LIU is an Associate Professor of Marketing, Doctoral supervisor, and Head of Department of Enterprise Mangagement at RIEM, Southwestern University of Finance and Economics. She received her PhD in Marketing from Nanyang Technological University, Singapore in 2016, with a primary research focus on Consumer psychology and Decision-making, Green marketing, Tourism marketing and Behavioral finance. Her research has been published in domestic and international journals such as Tourism Management, Journal of Travel Research, International Journal of Market Research, Economic Modelling, Marketing Letters, Emerging Market Review and Tourism Tribune. She has led one National Natural Science Foundation of China (NSFC) Youth Fund project and four projects funded by the Fundamental Research Funds for Central Universities as well as participated as a key member in one NSFC General Program project and one project of Ministry of Education Humanities and Social Sciences Fund. She serves as a mentor for the SWUFE Study Abroad Program for undergraduate students at Southwestern University of Finance and Economics. She has been engaged in undergraduate and graduate teaching, offering courses such as Marketing, Marketing Management and Consumer Behavior.

Research achievements (partly)

Journal publications

1. Xiaoyan Liu, Piaoran Ren, Xingyang Lv, Shaobo Li* (2024). Service Experience and Customers’ eWOM Behavior on Social Media Platforms: The Role of Platform Symmetry. International Journal of Hospitality and Management, Accepted.

2.SoHyun Bae, Xiaoyan Liu*, Piaoran Ren (2024). The Interactive Effect of Message Framing and Power Distance Belief on Tourists’ Attitudes Toward Slum Tours. Journal of Travel Research, https://doi.org/10.1177/00472875231221148.

3.Xiaoyan Liu, Rui Zhao, Mengmeng Guo* (2023). CEO turnover, political connections, and firm performance: evidence from China. Emerging Market Review, 55, Article 100965.

4.Biqian Zhang, Lei Zhao, Xiaoyan Liu, Yinwei Bu, Yingwei Ren* (2022). The influence of employee emotion fluctuation on service performance: an experience sampling data analysis. Frontiers in Psychology: Organizational Psychology, 13, Article 648142.

5.Lü Xingyang, Yang Yufan, Xu Shuangyu, Liu Xiaoyan* (2021). Compensating for Intelligence with Emotion: A Study on the Remedial Effect of Artificial Intelligence Empathic Response in Hotel Services. Tourism Tribune, 36(8): 86-100.

6.SoHyun Bae, Xiaoyan Liu*, Sharon Ng (2021). We are more tolerant than I: self-construal and consumer responses toward deceptive advertising. Marketing Letters, 33: 277–291. (共同一作)

7.Wu, Ji*, Huimin Li, Dazhi Zheng, Xiaoyan Liu (2021). Economic uncertainty or financial uncertainty? An empirical analysis of bank risk-taking in Asian emerging markets. Finance Research Letters, 39, Article 101542.

8. Mengmeng Guo, Yicheng Kuai, Xiaoyan Liu* (2020). Stock market response to environmental policies: evidence from heavily polluting firms in China. Economic Modeling, 86, 306-316. (共同一作)

9. Lü Xingyang*, Xu Haijun, Tan Huimin, Liu Xiaoyan (2020). Sound Marketing Power: A Study on the Influence of Destination Songs on Tourist Attitudes and Behaviors. Tourism Tribune, 35(05):124-138.

10. Huimin Tan, Xingyang Lv, Xiaoyan Liu, and Dogan Gursoy* (2018). Evaluation nudge: effect of evaluation mode of online customer reviews on consumers’ preferences. Tourism Management, 65, 29-40. (ESI 高被引论文)

11. Lü Xingyang*, Liu Xiaoyan, Tan Huimin (2018). A Study on the Influence of Rewards on Customer Word-of-Mouth and the Search for Alternative Means: Taking the Review Cashback Activity of Catering Enterprises as an Example. Tourism Tribune, 10 (33):75-86.

12. Chiu-Yue Chiu, Xiaoyan Liu (2013). The Search for the psychology of meaning: a review of The Psychology of Meaning. PsycCRITIQUES, 40, Article 1.

13. Malhotra, Naresh K., Soumya Mukhopadhyay, Xiaoyan Liu, and Satyabhusan Dash (2012). One, few or many? An integrated framework for identifying the items in measurement scales. International Journal of Market Research, 6, 27-54.

Textbook chapters

1. Liu Xiaoyan. Chapter 4: Inter-firm Buying Behavior. Principles of Marketing. Edited by Liu Xiaohong, Beijing: Chemical Industry Press.

2. Liu Xiaoyan. Chapter 10: Artificial Intelligence and Consumer Behavior. Consumer Behavior and Psychological Insights. Tsinghua University Press. (In Progress)

Research projects (topics) led or participated in:

1. National Natural Science Foundation of China (NSFC) Youth Project, 72302191, The Impact of Artificial Intelligence Services on Consumers' Green Behavior: Mechanisms and Countermeasures, 2024.01—2026.12, 300,000 RMB, Ongoing, Principal Investigator.

2. Southwestern University of Finance and Economics "Guanghua Young Teachers' Growth Program", Research on the Impact of New Retail Driven by Artificial Intelligence on Consumer Purchasing Decisions and Social Behavior, 2022.01—2024.12, 30,000 RMB, Principal Investigator.

3. Ministry of Education Humanities and Social Sciences Research Project, 2022-N56, Research on the Current China-Africa Trade Settlement System and the Security of my country's Assets in Africa, 2022, 30,000 RMB. Participant.

4. Ministry of Education Humanities and Social Sciences Research Planning Fund Project, 21YJA790013, Public Policy on Food and Healthy Food Consumption: An Empirical Study Based on Sugary Beverage Consumption, 2022.01-2024.12, 100,000 RMB, Participant.

5. National Natural Science Foundation of China (NSFC) General Program, 71873109, The Impact of Air Pollution on Behavioral Decision-Making—Based on Research on Investment and Consumption, 2019.01-2022.12, 470,000 RMB, Completed, Principal Investigator.

6. National Social Science Fund of China (NSFC) Youth Project, 17CTY014, Evaluation of Competitive Potential and Path Selection Research of Ski Tourism Industry in Southwest China, 2018.01-2020.12. 200,000 RMB, Completed, Participant.

7. Fundamental Research Funds for the Central Universities, JBK2107164, A Study on Social Platform Selection of Consumer Word-of-Mouth Communication in Service Scenarios—Based on a Mediating Model of Self-Improvement and Emotional Management Motivation, 2021, 10,000 RMB, Completed, Principal Investigator.

8. Fundamental Research Funds for the Central Universities, JBK2001068, A Study on the Influence Mechanism of Consumer Experience on Prosocial Behavior in the Environment of Artificial Intelligence, 2020, 40,000 RMB, Completed, Principal Investigator.

9. Fundamental Research Funds for the Central Universities, JBK1801044, Up or Down: A Study on the Influence of Culture on Brand Vertical Extension Strategy, 2018, 40,000 RMB, Completed, Principal Investigator.

10. Fundamental Research Funds for the Central Universities, 17LRC032811, Compensation or Apology: The Influence of Implicit Personality Theory on Service Recovery Satisfaction, 2017, 30,000 RMB, Completed, Principal Investigator.

Awards and honors

1. Second Prize, 19th Sichuan Provincial Social Science Outstanding Achievement Award, 2021

2. Southwestern University of Finance and Economics Scientific Research Achievement Award, 2018

3. First Prize, Teaching Case Study on Ideological and Political Education in Undergraduate Courses, Southwestern University of Finance and Economics, 2022

4. First Prize, Teaching Case Study on Ideological and Political Education in Postgraduate Courses, Southwestern University of Finance and Economics, 2022

5. Third Prize, 6th Teaching Competition on Ideological and Political Education in Courses, Southwestern University of Finance and Economics, 2023

6. Excellent Test Questions Course for Non-Standardized Examinations, Southwestern University of Finance and Economics, 2019, 2021, 2022, 2023

7. Outstanding Doctoral Teaching Assistant, Nanyang Technological University, 2014

8. Best Conference Paper, IIM International Conference, 2012

9. Outstanding Graduate of Beijing, 2007

Anonymous reviewer for jounals

1.Journal of Service Research

2.Economic Modeling

3.Emerging Market Review

4.Industrial Management & Data Systems

5.Frontiers in Psychology