中文版 / English Version
姓名：阮丽华
职称：教授
学历：管理学博士
导师资格：硕士生导师
Email：lhruan@gmail.com
所在系部：市场营销系/电子商务系
所在博士学位点：无
所在学术型硕士学位点：工商管理-企业管理
所在专业型硕士学位点：工商管理硕士（MBA）
主讲课程：管理信息系统、电子商务
研究领域：网络广告及电子商务、消费者行为

个人简介

本人华中科技大学管理学院博士毕业，硕士导师。近年来一直在从事电子商务相关领域的教学和科研工作，重点研究网络广告和消费者行为,2005年获得华中科技大学管理学博士学位，出版专著2本,其中《网络广告及其影响研究》由中国社会科学出版社出版，并在《管理评论》、《经济管理》等核心期刊上公开发表学术论文30余篇，主持国家及省部级项目4项，参与了多项其它相关研究。
主要研究成果

[1]阮丽华.专著.低信任环境下网络广告信号传递有效性研究.长江出版社,2015.12
[2]阮丽华.专著.网络广告及其影响研究,中国社会科学出版社,2008.9.
[3]阮丽华,彭昊.网络团购和传统渠道的冲突与互补,内蒙古财经大学学报2013.11(1):53-56.
[4]阮丽华,黄梦婷.社交媒体依赖与隐私担忧对信息流广告回避影响的研究，广告研究，2018.06
[5]阮丽华,张金隆.网络广告的质量信号评价,管理评论,2005.11:31-34.
[6]阮丽华,张金隆.Study of the Government Regulation for Medicines Advertising. The 6th Wuhan International Conference on E-Business. 2007.5.
[7]阮丽华,张金隆,田鼎.An Empirical Study of Online Advertising Market Regulation, The 8th Wuhan International Conference on E-Business. 2009.5
[8]阮丽华,田鼎.A Research of Trust Based on E-Commerc, Electronic Commerce and Security, 2008.8
[9]阮丽华,田鼎.顾客虚假忠诚影响因素研究,武汉大学学报,2009.10.
[10]阮丽华,张金隆.“信任危机”与信息不对称——企业造假行为分析,理论月刊,2004.8
[11]阮丽华,张金隆.网络广告的品牌效果研究，武汉大学学报, 2007.4（1）
[12]阮丽华,王东梅.利用E-mail促进关系营销，经济全球背景下的服务营销,中国财政经济出版社,2005,11.
[13]阮丽华,李婧.消费者移动支付感知风险影响因素研究,现代商贸工业,2014.10
[14]阮丽华.我国农业现代物流发展中的问题及建议,宏观经济管理, 2010.05
[15]阮丽华,黄梦婷.网络情境中服务补救对重复购买意愿影响研究,湖北文理学院学报,2017.08
[16]阮丽华,王东梅.利用E-mail促进关系营销，经济全球背景下的服务营销,中国财政经济出版社,2005,11.


主要研究项目


[1]国家社科基金一般项目：购后失调的网络广告因素及其社会福利效应影响研究，资助经费20万元，负责人。
[2]教育部规划基金项目：低信任环境下的网络广告信号传递有效性研究，2013.01-2015.12，资助经费9万元。负责人，已完成。
[3]湖北省社科基金项目：07086，基于公共利益的网络广告市场规制研究, 1万元。2007-2009,负责人，已完成。
[4]湖北省教育厅项目：2011jyty047，湖北信息化水平对湖北区域经济影响及提升路径研究，0.4万元。2010-2012，负责人，已完成。


Main Information

Name:Lihua Ruan
Professional Title: Professor
Degree: PHD，2005 graduated from Huazhong University of Science & Technology.
Supervisor Qualification：MA/MBA supervisor
Email: lhruan@gmail.com
Department：Department of Marketing School of Business
Discipline：Management science
Courses： Indroduction to E- Commerce, Management Information System
Area of Interest：Electronic Commerce, web advertising effectiveness and regulation, web consumer behaviour

RESEARCH MONOGRAPHS:
[1]Ruan Lihua, A Study Of The Effectiveness of Signal Transportation Through Online Advertising In a Low-trust Environment. Changjiang Press, December. 2015
ISBN 978-7-5492-3990-0
[2]Ruan Lihua, The Impacts of Web Advertising, China Social Science Press, Sept. 2008 ISBN 987-7-5004-7184-4

Publications:
English Papers
[1]Ruan Lihua, A Research of Trust Based on E-Commerce，International Conference of Electronic Commerce and Security Proceedings, August, 2008 (EI, ISTP)
[2]Ruan Lihua, The Study of Competition and Collusion Strategies in Online Markets,
The Fifth International Conference on E-Business Proceedings, May, 2006 (EI, ISTP)
[3]Ruan Lihua, Jinlong Zhang. Study of the Government Regulation for Medicines Advertising. The 6th Wuhan International Conference on E-Business. 2007.5.
[4]Ruan Lihua, Jinlong Zhang, Ding Tian. An Empirical Study of Online Advertising Market Regulation, The 8th Wuhan International Conference on E-Business. 2009.5
[5]Ruan Lihua, Ding Tian. A Research of Trust Based on E-Commerc, Electronic Commerce and Security, 2008.8
[6]Ruan Lihua, Li Jing. China’s C2C E-commerce Taxation Issues and Countermeasures, Advances in Education Research 2013 2nd International Conference on Social Science and Education,2013.12(CPCI)

Chinese Journal Papers
[1]Ruan Lihua, Research on Advertsing Avoidance of news Feed Ads Based on Social Media Dependency and Privacy Concern. Journal of Advertising Study, 2018.03
[2]阮丽华,黄梦婷.网络情境中服务补救对重复购买意愿影响研究,湖北文理学院学报,2017.08
[3]阮丽华,彭昊.网络团购和传统渠道的冲突与互补,内蒙古财经大学学报2013.11(1):53-56.
[4] Ruan Lihua, Jinlong Zhang. The Evaluation System of the Quality Signal of Web Advertising, Management Review, 2005.11:31-34.
[5]阮丽华,田鼎.顾客虚假忠诚影响因素研究,武汉大学学报,2009.10.
[6]阮丽华,张金隆.“信任危机”与信息不对称——企业造假行为分析,理论月刊,2004.8
[7]阮丽华,王东梅.利用E-mail促进关系营销，经济全球背景下的服务营销,中国财政经济出版社,2005,11.
[8]阮丽华,李婧.消费者移动支付感知风险影响因素研究,现代商贸工业,2014.10
[9]阮丽华.我国农业现代物流发展中的问题及建议,宏观经济管理, 2010.05
[10]Ruan Lihua, Jinlong Zhang, Amazon.cn and Dang Dang Cooperation in Competition, China Industrial Logistics and Purchase, 2005.02
[11]Ruan Lihua, Jinlong Zhang, The Efficacy of Web Advertising for Product Branding, Wuhan University Journal, April. 2007.1

Research Project:
Research Title: Cognitive Dissonance after Purchase of Web Advertising and Welfare Effects Study
Program Code: 16BGL194 2016
Fund: open competition
Sponsor: National social Science Foundation of China
Project Status: Principal researcher

Research Title: A study of the effectiveness of signal transportation through online advertising in a low-trust environment
Program Code: 12YJA860012 2012
Fund: open competition
Sponsor: Foundation of Ministry of Education of China
Project Status: Principal researcher

Research Title: A Comparision Study of the Effect of Online Advertising Between China and Brazil
Program Code: 044168 2013
Fund: open competition
Sponsor: Brazil research centre
Project Status: Principal researcher

Research Title: The Impacts of Informationizational Progress on Hubei Regional
Economic Development and Promotion
Program Code:** 2010
Fund: open competition
Sponsor: Hubei Provincial Education Department
Project Status: Principal researcher

Research Title: China Advertising Development and Market Regulatory Strategies
Program Code: 083457 2008
Fund: open competition
Sponsor: State Industrial and Business Administration
Project Status: Participant researcher
Achieve the third place of Hubei Scientific Progress Awards

Research Title: The Research on Web Advertising Paradigm
Program Code: 070653 2007
Fund: open competition
Sponsor: Hubei Provincial Education Department
Project Status: Principal researcher

Research Title: The Research on Public Interests based Web Advertising Regulations
Program Code: 07086 2007
Fund: open competition
Sponsor: Hubei Provincial Social Science Funds
Project Status: Principal researcher

RECENT CONFERENCE PRESENTATIONS:
Ruan Lihua, Peng Hao,“Conflict and Complement of Online Group-buying and Traditional channels”, Hubei Marketing Academy annual Conference. Nov 2011, Wuhan, P.R.China.
3rd Class Award of Excellent Article

ACADEMICVISITING:
August 2012 to February 2013: MacquarieUniversity,FacultyofBusinessandEconomics,Sydney,Australia

PERSONAL INFORMATION:
Citizenships: P.R.China