周立影，贵州财经大学工商管理学院副教授、博士生导师；中国科学技术大学管理科学与工程博士、香港城市大学信息系统博士。现为贵安新区区管专家、贵州省哲学社会科学“青年学术先锋”、国家科技专家库入库专家。研究聚焦沉浸式与智能化情境下的消费者行为与营销创新，已在 Information & Management、Journal of Business Research、Industrial Marketing Management、European Journal of Marketing 等期刊发表多篇论文。

Liying Zhou is an Associate Professor and Master’s Supervisor at the School of Business Administration, Guizhou University of Finance and Economics. He holds a Ph.D. in Management Science and Engineering from the University of Science and Technology of China and a Ph.D. in Information Systems from City University of Hong Kong. He serves as a Gui’an New Area District-level Expert, a “Young Academic Pioneer” of Guizhou Philosophy & Social Sciences, and a member of China’s National Science and Technology Expert Database. His research examines consumer behavior and marketing innovation in immersive and AI-mediated contexts, with publications in Information & Management, Journal of Business Research, Industrial Marketing Management, and European Journal of Marketing.

研究方向 | Research Interests

1) XR 营销 | XR Marketing

围绕 VR/AR/XR 的“在场感—具身性—互动性”三要素，探索跨感官线索（视觉-触觉-听觉）如何经由具身认知与空间化信息加工，重构消费者注意、记忆、心理所有权与满意度；关注从单品到多品类的AR呈现、虚实融合导购、情境化推荐与交互密度的最优区间，并将方法扩展至旅游、零售展陈与教学训练等多场景评估。

Focusing on the triad of presence–embodiment–interactivity in VR/AR/XR, this stream investigates how cross-modal cues (visual–haptic–auditory) reshape attention, memory, psychological ownership, and satisfaction via embodied cognition and spatial information processing. It emphasizes multi-product AR displays, phygital guidance, contextual recommendation, and optimal interaction density, with extensions to tourism, retail merchandising, and training/e-learning evaluations.

2) 人工智能营销 | AI Marketing

关注生成式AI、智能代理与算法推荐在传播、服务与共创中的研究：比较AI代言人与人类影响者在失误与道歉场景中的归因差异，分析AI情感表达对说服、公平感与责任边界的影响；进一步探讨人机协同下的价值共创、伦理风险与组织绩效。

This line treats AI as a social, affective actor: it examines how anthropomorphism, emotion expression, and trust shape persuasion, fairness perceptions, and responsibility boundaries across AI endorsers vs. human influencers—especially under failure and apology contexts—extending to value co-creation, ethical risks, and organizational outcomes in human-AI collaboration.

主持科研项目| Funded Projects

1. 国家自然科学基金青年项目：中国在线零售市场的市场进入时序效应研究（2020/01–2022/12，18 万，结题优秀），主持。

2. 国家自然科学基金地区项目：从点击到沉浸：多维 AR 交互功能对消费者购买决策的影响（2024/01–2027/12，在研），主持。

3. 贵州省基础研究计划（自然科学）面上项目：增强现实在旅游目的地偏好形成中的应用：基于神经生物学的实证研究（2025/01–2027/12，在研），主持。

4. 贵州省研究生教育教学改革项目：生成式AI背景下社会科学研究方法课程的创新与改革（2025/01–2026/12，在研），主持。

代表性论文| Selected Publications

1. Journal of Business Research

l Zhao, T., Ran, Y., Wu, B., Wang, V. L., Zhou, L. (corresp.), & Wang, C. L. (2024). Virtual versus human: Unraveling consumer reactions to service failures through influencer types, 178, 114657.

l Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influencers’ perceived influencing power?, 158, 113589.

l Zhao, T., Lu, Y., Wang, V. L., Wu, B., Chen, Z., Song, W., & Zhou, L. (corresp.) (2023). Shared but unhappy? 169, 114306.

l Wu, R., Chen, J., Wang, C. L., & Zhou, L. (corresp.) (2022). Emoji meaning multipleness & review helpfulness, 141, 299–307.

l Zhou, L., Mao, H., Zhao, T., Wang, V. L., Wang, X., & Zuo, P. (2022). How B2B platform improves buyers’ performance, 143, 72–80.

2. Journal of Cross-Cultural Psychology

l Zhao, T., Lu, Y., Song, W., Yao, Y., & Zhou, L. (corresp.) (2024). Mask On, Barriers Off, 55(4), 409–428.

3. European Journal of Marketing

l Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2022). Understanding the role of influencers on live streaming platforms: when tipping makes the difference, 56(10), 2677–2697.

4. Information & Management

l Zhou, L., Wang, W., Xu, J. D., Liu, T., & Gu, J. (2018). Perceived information transparency in B2C e-commerce, 55(7), 912–927.

5. Industrial Marketing Management

l Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (corresp.) (2022). Doing bad by doing good? 106.

l Zhou, L., Niu, Y., Wang, V. L., & Tang, K. (2021). Guanxi orientation and order of entry for China’s electronic business ventures, 93, 370–381.

招生提示 | Prospective Students

欢迎对实验研究（含VR/AR装置与实验）、大数据分析（Python/R）与产品原型评测有兴趣的同学联系，鼓励跨学科背景（营销、信息系统、心理学、旅游管理、人机交互等）。

I welcome students interested in experimental design (including VR/AR setups), data analysis (Python/R), and prototype evaluation, from diverse backgrounds (marketing, IS, psychology, tourism management, HCI, etc.).

联系方式｜Contact
Email: zhouly@mail.gufe.edu.cn
Office: 崇德楼421