教授 博士，博士生导师，湖南大学工商管理学院院长
教育部新世纪优秀人才支持计划人选，主要从事营销战略与消费者行为研究，在国内外重要学术期刊上发表论文70多篇，其中，被SSCI,SCI收录10多篇，出版专著1部，主编国家规划教材两部；主持包括国家自然科学基金在内的国家、省部级课题10项；获得国家教学成果一等奖1项，国家教学成果二等奖1项，省级教学成果一等奖4项；兼任中国高等院校市场学研究会常务理事，学术委员，湖南省市场营销学会副会长，湖南省系统工程与管理学会副理事长等职。




基本信息
教育部新世纪优秀人才支持计划人选，主要从事营销战略与消费者行为研究，在国内外重要学术期刊上发表论文70多篇，其中，被SSCI,SCI收录10多篇，出版专著1部，主编国家规划教材两部；主持包括国家自然科学基金在内的国家、省部级课题10项；获得国家教学成果一等奖1项，国家教学成果二等奖1项，省级教学成果一等奖4项；兼任中国高等院校市场学研究会常务理事，学术委员，湖南省市场营销学会副会长，湖南省系统工程与管理学会副理事长等职。
研究领域
营销战略与消费者行为
讲授课程
高级管理研究方法（博士），管理研究方法（硕士），营销管理（MBA),市场营销学（本科），营销研究方法（本科）
研究成果
近年代表性研究成果
(一）英文论文
1.Zhi Yang, Zhihui Huang, Feng Wang, Chujian Feng ,The double-edged sword of networking: Complementary and substitutive effects of networking capability in China，Industrial Marketing Management，2018,68（1）：145-155（SSCI）
Abstract:The competitive dynamics generated by the increasingly connected socioeconomic environment have broughtsocial networking to the forefront. Establishing networks with other firms provides information and resources that reduce uncertainty in highly changeable industries. Previous studies have generally examined customer and technology capabilities but failed to elucidate the role of networking capability. It is therefore important to understand the characteristics of networking capability. Our empirical study, using a sample of 106 Chinese firms, reveals that networking capability can increase performance growth while raising the variability of firm performance. Further, we examine the capability of portfolio strategies to understand the joint effects of networking capability combined with customer- and technology-related capabilities. The results show that networking and technology-related capabilities increase performance growth, while networking capability strengthens the negative effects of technology-related capability on performance variability. In contrast, networking capability attenuates the positive effect of customer-related capability on performance growth, andnetworking and customer-related capabilities increase performance variability. The findings indicate that networking capability benefits the firm but at the cost of performance variability, while from a configuration perspective, it complements technology-related capability but substitutes for customer-related capability. Thus, networking capability functions as a double-edged sword.
2.ManChen，ZhiYang，WenyuDou，FengWang,Flying or dying? Organizational change, customer participation, and innovation ambidexterity in emerging economies,AsiaPacific Journal of Management,2018,35(1): 97–119(SSCI)
Abstract: In emerging economies, organizational change is both a difficult challenge and a common phenomenon for high-tech firms. Change can enhance adaptability and leverage knowledge based on dynamic capability perspective, but it can also increase coordination costs and—according to the organizational inertia perspective—prompt conflict. Existing findings about the effect of organizational change on firm performance are inconsistent. Accordingly, this survey study of 213 firms in the Chinese high-tech industry investigates the curvilinear and differential effects of technical and administrative organizational change, as moderated by customer participation and innovation ambidexterity. The results reveal that the effects of technical and administrative change are both U-shaped. At a low level of change, increasing technical or administrative change hinders firm performance, but as the levels increase beyond a critical point, the effect of change becomes positive. Although customer participation strengthens the effect of technical change on firm performance, both customer participation and innovation ambidexterity attenuate the effect of administrative change on firm performance.
3.Tu, Yangjun;Yang, Zhi*,Self-Control as Mediator and Moderator of the Relationship Between Social Support and Subjective Well-Being Among the Chinese Elderly, Social Indicators Research,2016, 2: 813-828 (SSCI)
Abstract:Although numerous studies have demonstrated that social support affects a range of life experiences, only a few have examined the moderators and mediators such as self-esteem. According to self-control theory, self-control represents one's ability to override or change one's inner responses, and to interrupt undesired behavioral tendencies and refrain from acting on them. A high level of self-control may help individuals to mediate or moderate negative affect and thus weaken any adverse effects, contributing to their subjective well-being (SWB) in the long run. The current study explored how this interaction may affect the subjective well-being of the Chinese elderly, for whom self-control and social support are especially important life management issues. The study examined whether self-control mediates and moderates the relationship between social support and SWB among the elderly Chinese population. The data were collected from 335 elderly Chinese people (162 females and 173 males) from ten cities in central China, who completed the Chinese Social Support Scale, Trait Self-control Scale, Life Satisfaction Scale and Positive and Negative Affect Scale. The results showed that self-control, social support and SWB were strongly and significantly related. Hierarchical regression analysis showed that self-control partially mediated the influence of social support on SWB. Moreover, self-control moderated the relationship between social support and positive affect, but not life satisfaction and negative affect. These findings imply that self-control is a critical indicator of SWB and can serve as a basis for differentiating between intervention strategies that promote SWB among the elderly by helping them manage positive and negative affect. Future studies should further examine the internal mechanisms by which self-control influences SWB.


4. Tu, Yangjun; Yang, Zhi*;Ma, Chaoqun,The Taste of Plate: How the Spiciness of Food is Affected by the Color of the Plate Used to Serve It,Journal of Sensory studies,2016,31 (1) : 50-60 (SCI)
Abstract:By focusing on a solid spicy food product and the trigeminal perception of spiciness, the present work aimed to test the effect of plate color on spiciness. Three experiments investigated the influence of color (red, yellow, green or white) on spiciness expectations (Experiment 1), the influence of color (red or white) on actual perceived spiciness (Experiment 2) and the mediation effect of spiciness expectations on the influence of color (red or white) on actual perceived spiciness (Experiment 3). Results showed that plate color exerted a significant influence on people's spiciness expectations and sense of actual perceived spiciness. In particular, the spicy bean curd presented on a red plate was perceived as significantly spicier than when presented on a green or white plate, while the spicy bean curd presented on a white plate was perceived as significantly less spicy than when presented on a red or yellow plate. Spiciness expectations significantly mediated the influence of color on actual perceived spiciness; participants expected, and consequently actually perceived, the same food product's spiciness as more intense when served on a red plate rather than on a white plate.
5.Fang, Eric ，Lee, Jongkuk，Yang, Zhi* ，The Timing of Codevelopment Alliances in New Product Development Processes: Returns for Upstream and Downstream Partners，Journal of Marketing，2015，79 （1）: 64-82 (SSCI)
Abstract:Upstream biotech firms (i.e., upstream partners) and downstream pharmaceutical firms (i.e., downstream partners) often form alliances to cope with performance uncertainty and to exploit product specificity in new product development. Although the performance implications of such alliances have been investigated, research has not offered insight into how the timing of such codevelopment alliances influences partner returns. The authors develop and test predictions that timing changes the costs and benefits accruing to upstream and downstream partners and that the effect of timing is influenced by a set of alliance, firm, and market conditions. An event study of 276 codevelopment agreements between biotech and pharmaceutical firms during 1998-2010 reveals that alliance governance structure, partner technological capability, and the competitiveness of market environments change the abnormal returns achieved by partners entering these relationships in important ways.
6.Tu, Yangjun，Chen, Yaguang, Guo, Yi; Yang, Zhi* ，Interpersonal Trust and Self-Perception of Heterosexual Charm Moderate Potential For Betraying One’s Romentic Partner,Social Behavior and Personality ,2015,43(6): 909-920 (SSCI)
Abstract:We examined whether or not interpersonal trust and self-perception of one's heterosexual charm moderated the potential to betray one's romantic partner. To enable free expression, we asked college students (N = 271) to imagine the possibility of a relationship breakup occurring between couples described in 4 vignettes. The results showed that the men believed that couples were more likely to break up when the woman in the partnership experienced a dramatic change for the worse in her physical appearance, but the women thought that couples were more likely to break up when the man in the partnership experienced a dramatic worsening of his economic status. Interpersonal trust and self-perception of heterosexual charm more strongly affected the perception of the male participants that a couple would break up when there was a change for the worse in the physical appearance of the woman partner, and these 2 factors also strongly affected the perception of the female participants that a couple would break up when there was a dramatic worsening of the economic status of the man in the partnership.
7．Tu, Yangjun,Yang, Zhi*，Ma, Chaoqun,Touching tastes: The haptic perception transfer of liquid food packaging materials ，Food Quality and Preference ，2015，39 124-130(SCI)
Abstract:Based on the theory of crossmodal correspondence, which addresses transfer effects from one sense to another, and research that has explored the impact of touch on taste, the present study examined how the packaging materials of traditional Chinese cold tea drinks generated touch-taste associations. Blindfolded participants used a set of tasting attribute items to evaluate the taste of a liquid food product that differed only by the materials used to contain it, although they were led to believe that the products could differ. The results of Experiment 1 suggest that consumers' haptic perception of packing materials significantly impacted their sense of the product's SWEET dimension, but not the product's SOUR or BITTER dimensions. Consumers rated a liquid food product's sense of cold and ice (sub-dimensions of SWEET) higher when it was presented in a glass container rather than in paper or organic plastic containers. However, with the cups' weight controlled, the results of Experiment 2 revealed that consumers' haptic perception of packing materials only significantly impacted their sense of ice, but not their sense of cold. Consumers rated a liquid food product's sense of ice higher when it was presented in a glass container rather than in an organic plastic container. The preliminary findings of both experiments indicate a crossmodal correspondence between the touch of food packaging materials and the taste of the food contained within them. Sensation transference provides the most likely explanation for the results. Affective ventriloquism effects provide another, but less likely, explanation. The study's implications for choosing between packaging materials for liquid food products are discussed
8.Yao, Zheng，Yang, Zhi*;Fisher, Gregory J;Ma, Chaoqun;Fang, Eric ，Knowledge complementarity, knowledge absorption effectiveness, and new product performance: The exploration of international joint ventures in China，International Business Review, 2013， 22 （1）： 216-227(SSCI)
Abstract:Firms use international joint ventures (IJVs) to access and learn from partners' knowledge and thus enhance their new product performance, especially when the partners have complementary knowledge bases. Most of the existing literature assumes that knowledge complementarity can directly lead to enhanced new product performance, while ignoring the mediating role of knowledge absorption effectiveness and moderating effects of organizational structure and organizational culture to integrate and manage knowledge complementarity. Using dyadic data from 119 IJVs in China, this article suggests that knowledge complementarity influences IJV new product performance through the full mediation of knowledge absorption effectiveness. Also, the results suggest that an IJV's departmentalization of organizational structure significantly hurts the effect of knowledge complementarity on knowledge absorption effectiveness, while a strong learning culture of the IJV can significantly enhance such effects.
9.Chunyan Xie，Richard P. Bagozzi，Zhi Yang，Emerging Materialism in China: Qualitative and Quantitative Insights，Journal of International Consumer Marketing,，2013，25（1）：127–151
Abstract:We qualitatively model cognitive schemas of Chinese materialists and nonmaterialists and quantitatively examine their related decision-making processes. A total of 322 Chinese respondents participated in the study. The qualitative findings suggest that social influence and social motives play key roles in differentiating materialistic from nonmaterialistic lifestyles for modern Chinese. The quantitative results show that anticipated positive emotions and perceived behavioral control are significant predictors of desire and intentions to pursue materialistic and nonmaterialistic lifestyles,but subjective norms only influence decisions for materialists, and attitudes only affect decisions for nonmaterialists. The impact of cognitive schemas on decision making and on the determinants of decisions in the model of goal-directed behavior is also tested.
10.Ma, Chaoqun; Yang, Zhi*;Yao, Zheng; Fisher, Greg; Fang, Eric ,The effect of strategic alliance resource accumulation and process characteristics on new product success: Exploration of international high-tech strategic alliances in China,Industrial Marketing Management,2012, 41( 3 ):469-480(SSCI)
Abstract:This paper examines two research questions: (1) how do strategic alliance resources influence new product outcomes, and (2) how do these effects differ under different NPD process characteristics. By integrating resource-based view and coordination literature, the authors argue that both marketing and technology resources demonstrate independent and interactive effects on new product innovativeness, speed to market, and market performance. Further, the individual effects of marketing and technology resources are moderated by the process characteristics of partner interdependence, while the interactive effect between marketing and technology resources is moderated by the development process characteristic of task interdependence. Using primary dyadic data collected from 142 international high-tech strategic alliances in China, we test and find general support for these arguments. The results provide significant theoretical implications for a variety of research streams, as well as managerial implications for strategic alliances with Chinese firms.
（二）中文论文
11.姚铮，马超群，杨智，新产品开发网络资源与技术资源匹配关系:基于中国制造业企业的实证研究，中国管理科学，2016,24（4）：148-158
摘要：新技术革命背景下新产品开发所需资源的广度和深度与日俱增,不同资源的匹配组合对于新产品开发成功具有直接决定性作用。本文结合资源基础理论与社会网络理论,深入研究了新产品开发中不同程度网络-技术资源组合对新产品开发市场绩效与风险的作用机理,并探究了产品多元化对网络-技术资源组合与新产品开发市场绩效、风险之间关系的调节效应。基于143家中国制造业企业实地调研数据,运用结构方程模型与分层回归分析方法进行实证,结果发现:网络资源广度-技术资源深度组合以及网络资源深度-技术资源广度组合对新产品开发市场绩效有正向影响,对新产品开发风险有负向作用;网络资源广度-技术资源广度组合以及网络资源深度-技术资源深度组合对新产品开发市场绩效有负向影响,对新产品开发风险有正向作用;产品多元化正向调节网络资源广度-技术资源深度组合与新产品开发风险之间的关系,以及网络资源广度-技术资源广度组合与新产品开发市场绩效、风险之间的关系。本文的研究为企业提高新产品开发资源配置效率、降低开发风险提供了决策支持与理论依据。
12.姚铮，马超群，杨智，方二，制造业企业开放式创新中关键资源对新产品开发风险与市场绩效的影响机理研究，中国软科学，2013，6:111-118
摘要：深入研究企业开放式创新中营销与技术两类关键资源及其交互效应对新产品开发风险与市场绩效的影响机理。运用115家制造业开放式创新企业的实地调研数据,实证检验了相关研究假设,结果发现:营销资源对新产品开发风险没有明显影响,但对新产品市场绩效有正向边际递减的影响;技术资源对新产品开发风险有负向边际递减的影响,而对新产品市场绩效有正向边际递减的影响;营销资源与技术资源的交互效应对新产品开发风险存在负向边际递减的影响,但对新产品市场绩效没有显著影响。这一研究结论对于完善企业开放式创新资源管理理论、促进新产品开发实践具有重要的意义。
近年主持的代表性课题
1.国家自然科学基金面上项目（**）：大众参与创客运动的驱动机制及引导政策研究：MOA理论的视角，2016-2019
2.国家“十三五”科技规划前期研究重大招标课题（2014DP20028）：“十三五”技术创新的市场导向机制研究，2014-2015
3.湖南省软科学重大招标项目（2012ZK1003）：加速湖南省科技成果转化与产业化的现状与推广对策研究，2013-2015
4.湖南省软科学重点项目（2015ZK30980：深化“区校合作”体制机制改革,加速推进我省科技成果转化的对策研究,2016-2017