姓名：焦勇兵，性别：男
学科专业：旅游管理
学历及学位：博士研究生，博士
职称：教授
职务：/
联系方式：Email: robynjoy@qq.com
学习经历：
广东外语外贸大学文学学士（1995.06）
中山大学和汕头大学联合培养经济学硕士（1999.06）
南开大学管理学博士（2008.06）
工作经历：
深圳企业中高层管理岗位（1999.07-2005.09），宁波工程学院讲师、副教授和教授（2008.06-2020.12），美国代顿大学访问学者（2012.10-2013.09），加拿大麦吉尔大学访问教授（2015.01-2016.01），台州学院教授（2021.01至今）
社会主要兼职：
国家社会科学基金项目同行评议专家，国际经济发展研究中心(IEDRC) 高级会员，中国管理研究国际学会(IACMR)会员，Journal of Business Research、International Marketing Review、Journal of Retailing and Consumer Services、Computers in Human Behavior、Internet Research、Current Psychology、International Journal of Tourism Research等多家SSCI、SCI和AHCI收录期刊的编辑或审稿人，多家国际国内学术会议的分会场主持人、宣传主席、程序委员会共同主席、特邀发言人、TPC成员或审稿人
研究方向：
数字旅游营销、目的地营销、地方营销、城市营销、国际旅游营销、旅游品牌管理、旅游消费者行为
主要科研项目：
1.2018年7月-2022年6月，主持国家社会科学基金项目“社会化媒体品牌社区中品牌权益的形成机制研究（项目批准号：18BGL114）”；
2.2013年6月-2018年5月，主持教育部人文社科规划基金项目“社会化媒体中品牌社区的消费者行为前置因素及其对品牌权益的影响（项目批准号：13YJA630038）”；
3.2016年1月-2019年12月，主持浙江省自然科学基金项目“社会化媒体中的顾客参与、价值共创与企业绩效—心理契约和感知匹配的调节作用（项目批准号：LY16G020015）”；
4.2017年1月-2018年12月，主持浙江省教育科学规划（重点）研究课题“社会化媒体中的高校教学价值共创——基于宁波高校样本的实证研究（项目批准号：2017SB035）”。
近期代表性论文及成果：
1.Yongbing Jiao, Emine Sarigöllü, Liguo Lou, and Myung-soo Jo (2024), How Streamers Enhance Consumer Engagement and Brand Equity in Live Commerce [J]. Journal of Global Information Management, 32(1), 1-29. http://doi.org/10.4018/JGIM.352039. SSCI收录期刊.
2.Qian Li, Jianbin Tan, and Yongbing Jiao (2024), Research on the formation mechanism of brand identification in cross-border e-commerce platforms — Based on the perspective of perceived brand globalness/localness [J]. Heliyon. 10, e25155. DOI: 10.1016/j.heliyon.2024.e25155. 通讯作者，SCI收录期刊.
3.Yongbing Jiao, Emine Sarigöllü, Liguo Lou, and Baotao Huang (2023), How Streamers Foster Consumer Stickiness in Live Streaming Sales [J]. Journal of Theoretical and Applied Electronic Commerce Research. 18(3), 1196-1216. DOI: 10.3390/jtaer18030061. SSCI收录期刊.
4.Lou L, Jiao Y, Jo M-S and Koh J (2022), How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power [J]. Frontiers in Psychology. 13: 948634. doi: 10.3389/fpsyg.2022.948634. 通讯作者和共同第一作者，SSCI收录期刊.
5.焦勇兵, 杨健, 娄立国. 心理契约在社会化媒体价值共创中的双刃剑角色 [J], 统计学报, 2022年，第3卷，第1期, 63-77页.
6.Liguo Lou, Yongbing Jiao, Joon Koh (2021), Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective [J]. Sustainability, 13, 6117, https://doi.org/10.3390/su13116117. SSCI收录期刊.
7.焦勇兵, 娄立国, 杨健. 社会化媒体中顾客参与、价值共创和企业绩效的关系研究——感知匹配的调节作用 [J]. 中国流通经济, 2020年第34卷第6期，27-40页，doi：10.14089/j.cnki.cn11-3664/f.2020.06.003。CSSCI来源期刊.
8.焦勇兵, 高静. 社会化媒体中高校教学价值共创的影响因素研究 [J]. 教学研究, 2019年第2期，第42卷，91-95页。核心期刊.
9.Yongbing Jiao, Myriam Ertz, Myung-Soo Jo, Emine Sarigollu (2018), Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers [J]. International Marketing Review, Vol. 35 Issue: 1, 18-41, https://doi.org/10.1108/IMR-07-2016-0132. SSCI收录期刊.
10.焦勇兵, 高静. 社会化媒体品牌社区中品牌权益的影响因素研究 [J]. 当代经济管理, 2018年第40卷第9期, 46-52页, DOI: 10.13253/j.cnki.ddjjgl.2018.09.007。 CSSCI扩展版来源期刊。人大复印资料——市场营销（理论版）2018年索引.
11.焦勇兵, 高静. 社会化媒体品牌社区中关系强度和群体认同的前置因素研究 [J]. 企业经济, 2018年第7期, 26-35页, DOI: 10.13529/j.cnki.enterprise.economy.2018.07.04。CSSCI扩展版来源期刊。人大复印资料——市场营销（理论版）2018年索引.
12.焦勇兵, 高静. 社会化媒体中的高校教学价值共创与教学效果—基于宁波高校样本的研究 [J]. 当代教育论坛, 2018年第1 期，总第283 期，112-120页, DOI:10.13694/j.cnki.ddjylt.2018.01.014。核心期刊。人大复印资料——高等教育2018年索引.
13.焦勇兵, 高静. 社会化媒体中消费者的自我建构、顾客价值与沉浸体验 [J]. 财经论丛, 2017年5月, 第5期, 总第220 期，89-101页, DOI:10.13762/j.cnki.cjlc.2017.05.008。CSSCI来源期刊。人大复印资料——市场营销（理论版）2017年索引.
14.焦勇兵，高静，杨健. 社会化媒体中自我建构对顾客价值和自我概念的影响 [J]. 社会科学家, 2017年4月, 第4期, 总第240期，77-83页。CSSCI来源期刊。人大复印资料——市场营销（理论版）2017年索引.
15.Yongbing Jiao, Myung-Soo Jo and Emine Sarigollu (2017), Social Value and Content Value in Social Media: Two Paths to Psychological Well-being [J]. Journal of Organizational Computing and Electronic Commerce, Vol. 27, No. 1, 3-24, DOI: 10.1080/10919392.2016.1264762. Lead Article（领衔文章），SSCI和SCI双收录期刊.
16.高静,焦勇兵.社会化媒体信息源对旅游者行为意图的影响：感知有用性与可信度的中介作用 [J]. 旅游论坛, 2016年3月，第9卷，第3期，17-26页, doi: 10.15962/j. cnki. Tourismforum. 201603030。人大复印资料——旅游管理2016年索引.
17.Yongbing Jiao, Jing Gao and Jian Yang (2015), Social Value and Content Value in Social Media: Two Ways to Flow [J]. Journal of Advanced Management Science, Volume 3, No. 4, 299-306, doi: 10.12720/joams.3.4.299-306. Google Scholar 收录.
18.高静,焦勇兵.基于多案例扎根分析的旅游者－目的地品牌关系研究 [J]. 旅游科学. 2014年10月，第28卷，第5期，54-78页。CSSCI来源期刊。人大复印资料——旅游管理2015年索引.
19.高静,焦勇兵. 旅游目的地品牌差异化定位研究——基于品牌个性视角[J]. 旅游学刊, 2014年3月，第29卷，第3期，49-57页, Doi: 10. 3969 /j． issn． 1002 － 5006. 2014. 03. 006。CSSCI来源期刊。人大复印资料——旅游管理2014年和市场营销（理论版）2014年索引.
20.焦勇兵,高静,杨健.顾客采纳社会化媒体的影响因素——一个理论模型及其实证研究[J]. 山西财经大学学报，2013年7月，第35 卷，第7期，43-55页。CSSCI来源期刊。人大复印资料——市场营销（理论版）2013年索引.
个人荣誉及获奖：
2022年10月荣获中国发明协会创业创新二等奖
2018年7月荣获常州大学最佳成果奖
2018年6月荣获宁波工程学院教学成果奖三等奖
2018年3月荣获宁波工程学院经济与管理学院2017年度教学名师奖
2016年11月荣获COMPUTERS IN HUMAN BEHAVIOR的Elsevier杰出贡献审稿人奖
2016年9月荣获COMPUTERS IN HUMAN BEHAVIOR的Elsevier审稿人奖
2014年9月荣获宁波工程学院经济与管理学院2013-2014年“前程远大奖教金”
《感知愉悦性、信任和感知风险在顾客采纳社会化媒体中的角色研究》荣获中国管理现代化研究会2012年10月在天津举办的第七届中国管理学年会优秀论文奖
《顾客采纳社会化媒体的影响因素研究》荣获中国高校市场学研究会2010年10月举办的第三届中国民营企业营销高峰论坛论文一等奖
Yongbing Jiao
Professor | Tourism Management
Position Professor, Taizhou University
Email robynjoy@qq.com
Research Interests
Digital tourism marketing; Destination and place marketing; City and international tourism marketing; Tourism brand management; Tourism consumer behaviour.
Education
• 2008 PhD in Management, Nankai University.
• 1999 Master’s Degree in Economics, jointly supervised by Sun Yat-sen University and Shantou University.
• 1995 Bachelor’s Degree in Arts, Guangdong University of Foreign Studies.
Academic and Professional Appointments
• Jan 2021–present Professor, Taizhou University.
• Jun 2008–Dec 2020 Lecturer, Associate Professor and Professor, Ningbo University of Technology.
• Jan 2015–Jan 2016 Visiting Professor, McGill University, Canada.
• Oct 2012–Sep 2013 Visiting Scholar, University of Dayton, USA.
• Jul 1999–Sep 2005 Middle and senior management positions in Shenzhen-based enterprises.
Professional Service
• Peer Reviewer, National Social Science Fund of China; Senior Member, International Economics Development Research Center (IEDRC); Member, International Association for Chinese Management Research (IACMR).
• Editorial and peer-review service for international journals including Journal of Business Research, International Marketing Review, Journal of Retailing and Consumer Services, Computers in Human Behavior, Internet Research, Current Psychology, and International Journal of Tourism Research.
• Session chair, publicity chair, programme co-chair, invited speaker, programme committee member and reviewer for academic conferences.
Research Projects
1. Principal Investigator National Social Science Fund project (18BGL114): Formation of brand equity in social-media brand communities (2018–2022).
2. Principal Investigator Ministry of Education Humanities and Social Sciences Planning Fund (13YJA630038): Consumer antecedents in social-media brand communities and their effects on brand equity (2013–2018).
3. Principal Investigator Zhejiang Provincial Natural Science Foundation project (LY16G020015): Customer engagement, value co-creation and firm performance in social media (2016–2019).
4. Principal Investigator Zhejiang Educational Science Planning key project (2017SB035): Value co-creation in university teaching through social media (2017–2018).
Selected Publications and Research Outputs
1. Jiao, Y., Sarigöllü, E., Lou, L., & Jo, M.-S. (2024). How streamers enhance consumer engagement and brand equity in live commerce. Journal of Global Information Management, 32(1), 1–29. https://doi.org/10.4018/JGIM.352039
2. Li, Q., Tan, J., & Jiao, Y. (2024). Research on the formation mechanism of brand identification in cross-border e-commerce platforms: Based on the perspective of perceived brand globalness/localness. Heliyon, 10, e25155. https://doi.org/10.1016/j.heliyon.2024.e25155
3. Jiao, Y., Sarigöllü, E., Lou, L., & Huang, B. (2023). How streamers foster consumer stickiness in live streaming sales. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1196–1216. https://doi.org/10.3390/jtaer18030061
4. Lou, L., Jiao, Y., Jo, M.-S., & Koh, J. (2022). How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power. Frontiers in Psychology, 13, 948634. https://doi.org/10.3389/fpsyg.2022.948634
5. Jiao, Y., Yang, J., & Lou, L. (2022). The double-edged role of psychological contracts in value co-creation through social media. Journal of Statistics, 3(1), 63–77.
6. Lou, L., Jiao, Y., & Koh, J. (2021). Determinants of fan engagement in social media-based brand communities: A brand relationship quality perspective. Sustainability, 13, 6117. https://doi.org/10.3390/su13116117
7. Jiao, Y., Lou, L., & Yang, J. (2020). Customer engagement, value co-creation and firm performance on social media: The moderating role of perceived fit. China Business and Market, 34(6), 27–40.
8. Jiao, Y., & Gao, J. (2019). Factors influencing value co-creation and educational outcomes in university teaching through social media. Teaching Research, 42(2), 91–95.
9. Jiao, Y., Ertz, M., Jo, M.-S., & Sarigöllü, E. (2018). Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers. International Marketing Review, 35(1), 18–41. https://doi.org/10.1108/IMR-07-2016-0132
10. Jiao, Y., & Gao, J. (2018). Determinants of brand equity in social-media brand communities. Contemporary Economic Management, 40(9), 46–52.
11. Jiao, Y., & Gao, J. (2018). Antecedents of tie strength and group identification in social-media brand communities. Enterprise Economy, (7), 26–35.
12. Jiao, Y., & Gao, J. (2018). Social-media-based value co-creation and teaching effectiveness: Evidence from Ningbo universities. Forum on Contemporary Education, (1), 112–120.
13. Jiao, Y., & Gao, J. (2017). Consumer self-construal, customer value and flow experience in social media. Collected Essays on Finance and Economics, (5), 89–101.
14. Jiao, Y., Gao, J., & Yang, J. (2017). The effects of self-construal on customer value and self-concept in social media. Social Scientist, (4), 77–83.
15. Jiao, Y., Jo, M.-S., & Sarigöllü, E. (2017). Social value and content value in social media: Two paths to psychological well-being. Journal of Organizational Computing and Electronic Commerce, 27(1), 3–24.
16. Gao, J., & Jiao, Y. (2016). Social media information sources and tourists’ behavioural intentions: Mediating roles of perceived usefulness and credibility. Tourism Forum, 9(3), 17–26.
17. Jiao, Y., Gao, J., & Yang, J. (2015). Social value and content value in social media: Two ways to flow. Journal of Advanced Management Science, 3(4), 299–306.
18. Gao, J., & Jiao, Y. (2014). Tourist–destination brand relationships: A multi-case grounded theory study. Tourism Science, 28(5), 54–78.
19. Gao, J., & Jiao, Y. (2014). Differentiated positioning of tourism destination brands from a brand personality perspective. Tourism Tribune, 29(3), 49–57.
20. Jiao, Y., Gao, J., & Yang, J. (2013). Determinants of social media adoption by customers: A theoretical model and empirical evidence. Journal of Shanxi University of Finance and Economics, 35(7), 43–55.
Awards and Distinctions
• Second Prize, Entrepreneurship and Innovation Award, China Association of Inventions (2022).
• Best Research Achievement Award, Changzhou University (2018).
• Third Prize, Teaching Achievement Award, Ningbo University of Technology (2018).
• Excellence in Teaching Award, School of Economics and Management, Ningbo University of Technology (2018).
• Elsevier Outstanding Reviewer and Reviewer Awards, Computers in Human Behavior (2016).
• Teaching Award, School of Economics and Management, Ningbo University of Technology (2014).
• Outstanding Paper Award, Seventh China Management Annual Conference (2012).
• First Prize for a Conference Paper, Third China Private Enterprise Marketing Summit (2010).
