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Dr. Yangchun Li | Marketing | Most Reader’s Article Award

Doctorate at Zhejiang University of Technology, China

Summary:

Dr. Yangchun Li is a dedicated marketing lecturer at Zhejiang University of Technology, with a distinguished academic background and a robust portfolio of impactful research. He earned his Ph.D. (cum laude) from the University of Granada, Spain, and holds a Master’s in Management Science and Engineering from Jilin University, China, and a Bachelor’s in Industry and Business Administration from Wuhan Polytechnic University, China. His research primarily focuses on social media monetization, e-commerce return management, green communication, and consumer behavior on online platforms. Dr. Li’s work is extensively published and cited in various reputable journals, reflecting his significant contributions to the field of electronic commerce.

Professional Profile:

šŸ‘©ā€šŸŽ“Education:

Ph.D. in Economics and Business Studies (Cum Laude)

  • University of Granada, Spain, 2017-2020

Master’s in Management Science and Engineering (Project Management)

  • Jilin University, China, 2014-2016

Bachelor’s in Industry and Business Administration

  • Wuhan Polytechnic University, China, 2008-2012

šŸ¢ Professional Experience:

Lecturer, Zhejiang University of Technology (2021-Present)

Dr. Yangchun Li is a lecturer in the Department of Business Administration at Zhejiang University of Technology. Since 2021, he has been actively involved in teaching and research, with a primary focus on marketing, social media monetization, and e-commerce return management. Dr. Li has developed and delivered various courses, enriching students’ understanding of these areas. He also conducts research that addresses critical issues in the digital economy, particularly in how businesses can optimize their social media strategies and improve e-commerce processes to enhance customer satisfaction and reduce return rates. His work has contributed significantly to the academic community and practical applications in the business sector.

Authormetrics:

Publications:

  • Journal of Business Research
  • Electronic Commerce Research and Applications
  • Electronic Commerce Research
  • Journal of Retailing and Consumer Services
  • Journal of Organizational and End User Computing
  • Journal of Global Information Management

Citations: Numerous citations across various peer-reviewed journals indicating significant impact and recognition in the field

Research Interests:

  • Social media monetization
  • E-commerce return management
  • Green communication
  • Consumer behavior and trust in online platforms
  • Technological innovations in community management

Top Noted Publication:

Green Communication for More Package-Free Ecommerce Returns

  • Authors: Li, Y., MartĆ­nez-LĆ³pez, F.J., Feng, C., Chen, Y.
  • Journal: Journal of Theoretical and Applied Electronic Commerce Research
  • Year: 2022
  • Volume: 17(4)
  • Pages: 1450ā€“1472
  • Citations: 4

Effects of Purchase-Risk Notices on Reducing Online Returns

  • Authors: MartĆ­nez-LĆ³pez, F.J., Li, Y., Feng, C., Liu, H., SansĆ³-Mata, M.
  • Journal: Information and Management
  • Year: 2022
  • Volume: 59(8)
  • Article ID: 103720
  • Citations: 2

Using Instant Refunds to Improve Online Return Experiences

  • Authors: MartĆ­nez-LĆ³pez, F.J., Feng, C., Li, Y., LĆ³pez-LĆ³pez, D.
  • Journal: Journal of Retailing and Consumer Services
  • Year: 2022
  • Volume: 68
  • Article ID: 103067
  • Citations: 5

Restoring the Buyerā€“Seller Relationship through Online Return Shipping: The Role of Return Shipping Method and Return Shipping Fee

  • Authors: MartĆ­nez-LĆ³pez, F.J., Feng, C., Li, Y., SansĆ³ Mata, M.
  • Journal: Electronic Commerce Research and Applications
  • Year: 2022
  • Volume: 54
  • Article ID: 101170
  • Citations: 6

Buying through Social Platforms: Perceived Risks and Trust

  • Authors: MartĆ­nez-LĆ³pez, F.J., Li, Y., Feng, C., LĆ³pez-LĆ³pez, D.
  • Journal: Journal of Organizational and End User Computing
  • Year: 2021
  • Volume: 33(4)
  • Pages: 1ā€“27
  • Citations: 14

Package-Free Returns: A Trend in Green Ecommerce

  • Authors: Li, Y., Feng, C., Liu, H.
  • Conference: Springer Proceedings in Business and Economics
  • Year: 2021
  • Pages: 330ā€“334
  • Citations: 3

 

Yangchun Li | Marketing | Most Reader’s Article Award

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