工商管理系

University of Abertay Dundee大学信息技术专业硕士（2005-2006年）

西安交通大学管理科学与工程专业博士（2009-2014年）

清华大学经济与管理学院访问学者（2019-2020年）

主讲课程：

商务数据分析、消费者行为、品牌管理

在研课题：（横纵项）

[1]陕西省自然科学基金面上项目：面向未成年人的短视频影响者营销策略、后果及干预策略研究，2021JM-380，在研。

[2]陕西省社会科学基金面上项目：儿童保护视域下短视频嵌入式广告的披露效应研究，2021R037，在研。

[3]国家自然科学基金青年项目：意见领袖及其人际影响机制对新产品扩散的作用机理，71502070，已结题。

学术/社会兼职：

[1]陕西省运筹学学会常务理事

[2]《Frontiers in Artificial Intelligence》期刊责任编辑

研究方向：

智能营销与消费者行为：人工智能技术在营销领域的创新应用如何影响消费者的购买决策过程。具体研究议题包括：（1）客服机器人的特质（如幽默、emoji应用、回复方式）对消费者态度与行为的影响；（2）虚拟主播的特质（如语言策略、动作模式）对消费者态度与行为的影响；（3）数字明星的特质（如形象仿真度）对品牌代言效果的影响。

科研成果：

[1]Hai-Hua Hu, Ma F. Human-like bots are not humans: The weakness of sensory language for virtual streamers in livestream commerce[J]. Journal of Retailing and Consumer Services, 2023, 75: 103541.

[2]Yan X,Hai-Hua Hu. New Product Demand Forecasting and Production Capacity Adjustment Strategies: Within-Product and Cross-Product Word-of-Mouth[J]. Computers & Industrial Engineering, 2023: 109394.

[3]Lu-Yao Wang,Hai-Hua Hu, Le Wang, Jian-Qun Qin. Privacy assurances and social sharing in social commerce: The mediating role of threat-coping appraisals. Journal of Retailing and Consumer Services, 2022, 67: 103028.

[4]Qingjun Li,Hai-Hua Hu. Nash equilibrium of collective action on social network with indirect connections and social control. The Singapore Economic Review, 2021: 1-16.

[5]Hai-hua HU, Xin-mu Zhang. Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference. Frontiers in Psychology, 2021, 12: 644412. doi: 10.3389/fpsyg.2021.644412

[6]Yanjun Qian, Jun Lin, Dehong Li,Hai-hua Hu. Block-insertion-based algorithms for the linear ordering problem. Computers & Operations Research, 2020, 115: 104861.

[7]Fang Cui,Hai-hua Hu, Ying Xie. An intelligent optimization method of E-commerce product marketing[J]. Neural Computing and Applications, 2021, 33(9): 4097-4110.

[8]Zhang Q ,Hai-hua Hu, Wang C . Negative Mood and Employee Voice: The Moderating Role of Leadership[J]. Social Behavior and Personality: an international journal, 2020, 48(1): 1-10.

[9]Qingjun Li,Hai-hua Hu, Wei Yang. Homophily and behavior diffusion. Social Behavior and Personality: an international journal, 2020, 48(3): 1-10.

[10]Hai-hua Hu, Dandan Zhang, Chengjun Wang. Impact of Social Media Influencers' Endorsement on Application Adoption: A Trust Transfer Perspective. Social Behavior and Personality: an international journal, 2019, 47(11): 1-12.

[11]Le Wang, Zao Sun, Xiaoyong Dai, Yixin Zhang,Hai-hua Hu. Retaining users after privacy invasions: The roles of institutional privacy assurances and threat-coping appraisal in mitigating privacy concerns. Information Technology & People, 2019, 32(6): 1679-1703.

[12]Le Wang,,Hai-hua Hu, Jie Yan, Maggie Qiuzhu Mei. Privacy calculus or heuristic cues? The dual process of privacy decision making on Chinese social media. Journal of Enterprise Information Management, 2019, 33(2): 353-380.

[13]Hai-hua Hu, Le Wang, Lining Jiang, Wei Yang. Strong ties versus weak ties in word-of-mouth marketing. BRQ Business Research Quarterly, 2019, 22(4): 245-256.

[14]Fang Cui,Hai-hua Hu, Wen-tian Cui, Ying Xie. Seeding strategies for new product launch: The role of negative word-of-mouth. Plos One, 2018, 13(11): e0206736.

[15]Hai-hua Hu, Jun Lin, Yanjun Qian, Jian Sun. Strategies for new product diffusion: Whom and how to target? Journal of Business Research, 2018, 83(1): 111–119.

[16]Hai-hua Hu, Jun Lin, Wen-tian Cui. Cultural Differences and Collective Action: A Social Network Perspective. Complexity, 2015, 20(4): 68-77.

[17]Hai-hua Hu, Jun Lin, Wen-tian Cui. Intervention Strategies and the Diffusion of Collective Behavior. JASSS-the Journal of Artificial Societies and Social Simulation, 2015, 18(3): 16.

[18]Hai-hua Hu, Jun Lin, Wen-tian Cui. Local Opinion Heterogeneity and Individual Participation in Collective Behavior: a Reconsideration. JASSS-the Journal of Artificial Societies and Social Simulation, 2015, 18(2): 6.

[19]Hai-hua Hu, Wen-tian Cui, Jun Lin, Yan-jun Qian. ICTs, Social Connectivity, and Collective Action: A Cultural-Political Perspective. JASSS-the Journal of Artificial Societies and Social Simulation, 2014, 17(2): 7.

荣誉称号：

陕西省普通高校青年杰出人才（2017年）

西安建筑科技大学雁塔青年学者（2019年）