lOverview
Ø Education
2006-2009 Studied in Business School of Renmin University for Doctor’s Degree.
2004-2006 Studied in Business School of Renmin University for Master’s Degree.
2000-2004 Studied in Business School of Renmin University for Bachelor’s Degree.
Ø Working Experiences
2009-present Teaching in Business School of Beijing Technology and Business University
lResearch Interests
Consumer Behavior, Retailing Management, Marketing Research
lCourses
Marketing Management, Consumer Behavior, Statistical Method Used in Business and Economic Research
lPublications
Selected Academic Articles
1. Wang Yong, Li Yang, Zhou Qingjie, Chen Shuo, et al., “How air pollution affects consumers' local brand choices: explanation from attribution and compensation tendency”, Asia Pacific Journal of Marketing and Logistics, 2023.
2. Wang Yong, Gu Xue, Cui Zheng, Li Yang, “Influence of Communication Channel and Information Form on Consumers’ Purchase Behaviour”, Technical Gazette, 2022.
3. Sun Yan, Li Yang, Wang Yong, Li Fang Min, “Understanding the Emotion Coping Strategies during Public Emergencies – From the Perspective of Psychological Distance”, Frontiers in Psychology, 2021.
4. Li Yang, Yang Dan, Wang Yong*, “Motivating Recycling Behavior: Which Incentives Work, and Why?”, Psychology & Marketing, 2021
5. Wang Yong, Chen Shuo, Yan Dandan, Li Yang, “What Type of Consumption Induces or Alleviates Consumer Psychological Distress? Evidence from the COVID-19 Pandemic in China”, Frontiers in Psychology, 2021.
6. Wang H. Holly, Hao Na, Zhou Qingjie, Michael E. Wetzstein, Wang Yong, “Is fresh food shopping sticky to retail channels and online platforms? Evidence and implications in the digital era”, Agribusiness, 2019.
7. Li Yang, Liang Yuxuan, Wang Yong, “Study in the Two-Path Mechanism of Community Commercial Retail Layout on Residents’ Senses of Gain and Wellbeing”, Chinese Journal of Management, 2022. (in Chinese)
8.Wang Yong, Fang Xiong, Xie Bojie, “Empirical Research on the Impact of Social Density on Consumer Purchase Intention”, Journal of Commercial Economics，2021. (in Chinese)
9. Wang Yong, Tian Junling, Li Wenjing. “The Impact of Social Infection on Consumers' Switching between Online and Offline Purchasing Channels”, Journal of Commercial Economics，2019. (in Chinese)
10. Wang Yong, Qi Haifeng. “Analysis of the relationship between online retail and traditional retail in urban development”, Journal of Commercial Economics，2018. (in Chinese)。
11. Wang Yong，Li Wenjing.“Research on the Relationship between Consumer Perception and Response on Retailer’s Corporate Social Responsibility ”, Journal of Harbin University of Commerce，2016.(in Chinese)
12. Wang Yong，Li Wenjing. “The impact of consumers' offline purchases on online purchases in omni-channel marketing”, Commercial Research, 2016. (in Chinese)
Ø Books
1. Reshaping the Business Model of Physical Retail in the Internet Environment，Economic and Management Publishing House，2022.
2. The Market Competition and Innovation Strategy of China's Book Publishing Industry，Economic Science Press, Aug. 2011.
●Services & Awards
Ø Projects
1. Project leader of National Social Science Foundation: “Research on reshaping the physical retail business model based on customer value in the internet environment”.
2. Project leader of Beijing Social Science Foundation: “Research on the Adaptability of Beijing's Urban Development and Retail formats”.
3. Project leader of and Beijing Natural Science Foundation: “Research on Business Model Innovation of Capital Physical Retail Enterprises”.
Ø Services
1. Director of China Marketing Association of University
2. Marketing consultant of World Bank: Cooperative Management Capability Improvement Project in Guizhou Province.
3. Marketing consultant of Beijing Vanessa Co. and Zero & Boomng Co.