Research

Neuromarketing Empirical Approaches: Investigate Moderating Effects of Technological Liminoid Effect and Mediating Mechanism of Proteus Effect and Online Disinhibition in Metaverse

2021 (Ongoing Ph.d. Research Project)

• This project outcome will be published in the form of 3 papers, the first paper was accepted by 2024 EMAC Annual Conference and 2024 AMA Summer Academic Conference as oral presentation (Two top-tier conferences in Marketing).
• Identified the study agenda and designed two set experiments (including 6 experiment groups in each set) by the critical literature review.
• Built customised pupil lab eye-tracker mounts by using 3D modelling software.
• Developed Unity 3D AR programme as experimental material.
• Analyzed eye tracking data by machine learning approach.

Influencers versus Collective Atmospherics Impact on Buying Intentions in Livestreaming E-Commerce: An Integrated Examination of Bandwagon and Halo Effects

2021 (Ongoing)

• Wrote a research paper under review at Internaltional Journal of Electronic Commerce (Top E-commerce Journal, AJG 3, IF 5.0, Q1).
• Designed an experiment containing 17 groups and collected data from 1387 subjects.
• Applied Data mining and analysis techniques to obtain satisfactory experimental results.

The Impact of Nature of Products on People’s Online Shopping Behavior in Aspect of Mental Accounting

2020

• Awarded a dissertation distinction for this research project.
• Developed in-depth knowledge of literature searching and critical thinking.
• Designed experiments and questionnaires and created a virtual website for gathering data.
• Performed data cleaning and statistical analysis on data sets using Excel and SPSS.
• Discovered “trigger point” to developmental accounting theory by the analytical mind.