余树彬 博士
职位：
助教授
最高学历：
根特大学传播科学博士
研究领域：
营销传播


办公电话：
0755-2603-5185
办公室：
汇丰大楼631
Email：
shubin.yu@phbs.pku.edu.cn

简介
科研
教学
CV教育背景：
传播科学博士，根特大学，2017年
统计学硕士，荷语天主教鲁汶大学，2018年
国际商业经济学硕士，荷语天主教鲁汶大学，2016年
文化研究硕士，荷语天主教鲁汶大学，2014年
广告学/英语，文学学士，广东外语外贸大学，2013年
工作经历：
助理教授，北京大学汇丰商学院 (2019 年 8 月 – 现在)
博后研究员，北京大学汇丰商学院 (2017 年 9 月 – 2019 年 7 月)
获奖情况：
国际： 2019 Elyette Roux 奢侈品牌管理最佳博士论文奖（威尼斯）、2017 The Mystique of Luxury Brands Conference（首尔）最佳论文奖、2016 LVMH-SMU Luxury Research Conference（新加坡）最佳论文奖 第二名
国家：中国博士后科学基金一等奖、国家留学生奖学金
发表论文：
Yu, S*., Hudders, L., Cauberghe, V. (2018) Are fashion consumers like schooling fish? The effectiveness of popularity cues used in e-commerce.Journal of BusinessResearch, Vol.85, pp.105-116 (SSCI).
Yu, S*., Hudders, L., Cauberghe, V. (2018) Selling luxury products online: The effect of a quality label on risk perception, purchase intention and attitude toward the brand.Journal of Electronic Commerce Research, Vol.19, Issue: 1, pp.16-35 (SSCI).
Yu, S*., Hudders, L., Cauberghe, V. (2017) Targeting the luxury consumer: a vice or virtue? a cross-cultural comparison of the effectiveness of behaviorally targeted ads.Journal of Fashion Marketing and Management, Vol.21, Issue: 2, pp.187-205 (SSCI).
Hu. Y.,Yu. S*.(2019) How data journalism is changing the news production process (in Chinese).Editorial Friends(编辑之友)(CSSCI).

图书章节：
Yu, S., Xiong, J* (2019). How Chatbot Service Agents Can Alleviate the Negative Effect of Unsolved Request on Consumers’ Trust Toward Companies (Extended abstract).NA-Advances in Consumer Research,Vol 47, Association for Consumer Research.
Talukdar. N,Yu. S.*. (2019) A serial mediation effect of immersive VR on purchase intention through perceived novelty and satisfaction and the moderating role of psychological distance (Extended abstract).AP-Advances in Consumer Research,Vol 12, pp. 15-16, Association for Consumer Research.
Liu, S., Wang, Y.,Yu, S*. (2017) The effect of different internet slang styles on brand personality and ad persuasion.Advances in Transdisciplinary Engineering, Vol.5, pp.197–204 (EI, CPCI).
Yu, S*., Hudders, L., Cauberghe, V. (2017) Luxury brands in the digital era: a cross-cultural comparison of the effectiveness and underlying mechanisms of personalized advertising.The Essence of Luxury: An Asian Market Perspective,pp. 126-147, Singapore Management University.
Yu, S*.,Hudders, L., Cauberghe, V. (2016) Tracking the luxury consumer online: an experimental study on the effectiveness of site and search retargeting for luxury brands in China and the Netherlands (Extended abstract).Developments in MarketingScience, pp. 1541, Springer Cham.