Education
B.S.(Majored in Textile Engineering), Wuhan Textile University, Sept 1980-Jul 1984
M.S.(Majored in Enterprise Management), Wuhan University, Sept 1989-Jul 1992
Ph.D.(Majored in Marketing), Huazhong University of Science and Technology
Overseas Visiting and Training
Visiting Scholar, Louisiana State University, USA, Aug 2011-Jan 2012
Visiting Scholar, Emory University, USA, Feb. 2012-Jul 2012
Courses Taught
Business Model Design and Innovation (undergraduate), Marketing Management (MBA), Business Opportunities from New Technologies(EMBA)
Work Experience
Jul 1984-Nov 2005, Wuhan Textile University, Lecturer, Associate Professor, Professor, Dean of the School of Economics and Management
Dec 2005-now, Huazhong University of Science and Technology, Professor
Consulting (Training) Activities
As an independent consultant, I have completed consulting services for 53 firms and local governments. My consultancy for firms covers the areas: corporate strategy design, mentoring start-ups, omnichannel transformation design for retailing industry, digital transformation for traditional manufactures, business data mining and analysis, market research, measurement and improvement of corporate culture, risk management and operational improvement. My consultancy for governments covers the areas: industrial development planning, sustainable development planning, industrial clusters planning in development zone, and comprehensively economic and social planning.
Research Interests
1. Omnichannel marketing: focuses on omnichannel transformation of the retail industry, omnichannel strategies, and seamless omnichannel customer experience
2. Artificial intelligence marketing: focuses on algorithmic aversion, algorithmic ethics, human-AI collaboration, customer interaction horror and scenario horror in AI scenarios, algorithmic fantasy, and the application of generated AI in marketing communication.
Research projects (as PI)
3. Theoretical and Practical Research on Smart Marketing and Governance, Major Project of National Natural Science Foundation of China (No.72232003), Jan 2023 to Dec 2027
4. Theoretical and practical research on omnichannel marketing, National Natural Science Foundation of China International Cooperation Major Project (NO.71720107004), Jan 2018 to Dec 2022
5. Research on the Mechanism of the Impact of Online Multi-media Collaboration on Purchase Intention, National Natural Science Foundation General Project (NO.71372132), Jan 2014 to Dec 2017
6. Research on the Mechanism of Interaction Behavior on Consumer Decision Making in SNS Environment, National Natural Science Foundation General Project (NO.71072032), Jan 2011 to Dec 2013
7. Research on the Impact Mechanism of Knowledge Sharing in Virtual Communities on Consumer Purchasing Decisions, National Natural Science Foundation General Project (NO.70872037), Jan 2009 to Dec 2011
Awards and Honors(in Public service)
1. Second Prize of Hubei Province Science and Technology Progress Award: Research on the Impact and Countermeasures of China’s entering WTO on Hubei Province's Textile Industry, ranked No.1
2. Second Prize of the Science and Technology Progress Award of the Inner Mongolia Autonomous Region: Research on Sustainable Development of County Economy in Resource Enriched Regions, ranked No.1
Awards and Honors(in Research)
1. Emerald outstanding paper award：Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers
2. CMIC the best paper award：Showing to Friends or Strangers? The relationship Orientation Influences the Effect of Social Exclusion on Conspicuous Consumption
Awards and Honors(in Teaching)
1. First Prize in Teacher’s Teaching Competition, by Huazhong University of Science and Technology
2. Title of the Master of Teaching, by Huazhong University of Science and Technology
3. Second Prize for Teaching Achievements in Higher Education Institutions in Hubei Province: Research on Modern Information Technology Theory and Application in Economics and Management Majors in Higher Education Institutions
4. Second Prize for Teaching Achievements in Higher Education Institutions in Hubei Province: An Attempt by the Teaching and Research Office to Fully Responsible for Student Service
5. Challenge Cup National Award (Silver Award): Pioneer of New Generation Intelligent Detection: Research on Distributed Photoacoustic Imager
6. Hubei Province Excellent Bachelor's Thesis Guidance Award: Analysis and Countermeasures for the Shortage of Migrant Workers in China
7. Hubei Province Excellent Bachelor's Thesis Guidance Award: Research on the Impact of Brands on Customer Loyalty
8. Hubei Province Excellent Master's Thesis Guidance Award: A Study on the Factors Influencing Consumer Initial Online Shopping Behavior
9. Hubei Province First Class Undergraduate Course (Experimental): Virtual Supermarket Design and Operation Experiment Based on Physiological Measurement and Shopping Effect Feedback
Selected Publications(SSCI)
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.(corresponding author，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. (corresponding author, 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. (corresponding author,, 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. (corresponding author,, 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. (corresponding author,, 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. (corresponding author,, 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. (corresponding author, 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.( corresponding author, 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.( corresponding author,)
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.( corresponding author,, SSCI, IF 2.931, Q1, Emerald 2017 Highly Commended Award Paper)
27. Zhu, Dong Hong; *Chang, Ya Ping; Luo, Jian Jun. Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics and Informatics, 2016, 33(1): 8-16. (corresponding author,, SSCI, IF 3.398, Q1)
28. Zhu, Dong Hong; *Chang, Ya Ping; Chang, An. Effects of free gifts with purchase on online purchase satisfaction: The moderating role of uncertainty, Internet Research. 2015, 25(5), 1-18. (corresponding author,, SSCI, IF 3.017, Q1)
29. Zhu, Dong Hong; *Chang, Ya Ping. Effects of interactions and product information on initial purchase intention in product placement in social games: the moderating role of product familiarity. Journal of Electronic commerce Research, 2015, 16(1): 22-33. (corresponding author,, SSCI, If 1.255, Q3)
30. *Chang, Ya Ping; Gao, Yin; Zhu, Dong Hong. The impact of product regret on repurchase intention, Social Behavior and Personality, 2015, 43(8), 1347-1360. (SSCI, IF 0.366, Q4)
31. Zhu, Dong Hong; *Chang, Ya Ping; Luo, Jian Jun; Li, Xin. Understanding the adoption of location-based recommendation agents among active users of social networking sites, Information Processing & Management, 2014, 50(5): 675-682. (corresponding author, SSCI, IF 1.265, Q2)
32. *Chang, Ya Ping; Xuebing Dong; Wei Sun. Influence of characteristics of the Internet of Thing on consumer purchase intention. Social Behavior and Personality, 2014, 42(2): 321-330. (SSCI, IF 0.366, Q4)
33. Zhu, Dong Hong, *Chang, Ya Ping. Investigating consumer attitude and intention toward free trials of technology-based services. Computers in Human Behavior, 2014, 30(1): 328–334.( corresponding author, SSCI, IF 2.694, Q1)
34. Zhu, Dong Hong, *Chang, Ya Ping. Understanding motivations for continuance intention of online communities in China: A comparison of active users of social networking sites and virtual communities. Information Development, 2014, 30(2): 172-180. (corresponding author, SSCI, IF 0.491, Q3)
35. Zhu, Dong Hong; *Chang, Ya Ping. Negative Publicity Effect of the Business Founder's Unethical Behavior on Corporate Image: Evidence from China. Journal of Business Ethics, 2013, 117(1): 111-121. (corresponding author, SSCI, IF 1.552, Q1, FT50期刊)
36. *Chang, Ya Ping, Zhu, Dong Hong. The role of perceived social capital and flow experience in building users' continuance intention to social networking sites in China, Computers in Human Behavior, 2012, 28(3): 995-1001. (SSCI, IF 2.067, Q1)
37. *Chang, Ya Ping; Zhu, Dong Hong. Understanding social networking sites adoption in China: a comparison of pre-adoption and post-adoption. Computers in Human Behavior, 2011, 27(5), 1840-1848. (SSCI, IF 2.293, Q1)
38. *Chang, Ya-Ping, Zhu, Dong-Hong, Wang, Ho Simon. The influence of service quality on gamer loyalty in massively multiplayer online role-playing games, Social Behavior and Personality, 2011, 39(10):1297-1302. (SSCI, IF 0.307, Q4)
Chapters and Books
1. Chang Yaping, Yan Jun. Code of Ethics, China Economic Publishing House, 2005
2. Chang Yaping, Apparel Marketing, Hubei Arts Publishing House, 2006
3. Chang Yaping, Research on Anti-Dumping Cases: Analysis of China's Top Ten Anti-dumping Cases from 2000 to 2005, China Economic Publishing House, 2007
4. Chang Yaping, Management Models of Apparel manufacturer,, China Textile Publishing House, 2007
5. Chang Yaping, Human Resource Management, Publishing House of Wuhan University of Technology, 2012
Main Academic Positions
1. President of Hubei Marketing Association of Higher Education,2019-2025
2. Area Editor in Chief of the Journal of Marketing Science,2017-2025
