Shubin (Lance) Yu is assistant professor in digital communication. His research fields include marketing communications and consumer-technology interaction. He is particularly interested in how digital technology influences the way people communicate. His work is published in peer-reviewed journals such as Journal of Consumer Psychology, JMIR, Journal of Business Research and among others.
He obtained his Ph.D. in Communication Science from Ghent University in 2017. He also hold three master's degrees (Statistics, Business Economics, Cultural Studies) from KU Leuven. Before joining BI Norwegian Business School, he worked as an assistant professor at Peking University HSBC Business School. Now he is also a visiting associate professor at the Shenzhen and UK campus of Peking University HSBC Business School.
Publikasjoner
Yu, Shubin & Zhao, Luming (2022)
Designing Emotions for Health Care Chatbots: Text-Based or Icon-Based Approach
Journal of Medical Internet Research, 24(12) Doi: 10.2196/39573
Yu, Shubin; Xiong, Ji (Jill) & Shen, Hao (2022)
The rise of chatbots: The effect of using chatbot agents on consumers' responses to request rejection
This research investigates consumers’ perceptions and evaluations of robot service agents compared with human service agents when service requests are rejected. Six studies were conducted. The results show that when consumers receive a rejection of their service request, they evaluate the service less negatively if the service is handled by a chatbot agent versus a human agent. The reason is that consumers have lower expectations that robots will be able to provide flexible services to them. Consequently, their dissatisfaction with the request rejection is lower when the service is handled by robots. However, the aforementioned effect is not observed (1) when consumers have not experienced the service yet, (2) when their service request has been accepted, or (3) when the service agent conveys emotions to apologize for request rejection.
Xiao, Yi & Yu, Shubin (2022)
Using Humor to Promote Social Distancing on Tiktok During the COVID-19 Pandemic
This study is to verify whether and how a “China-made” label can influence online consumers' product evaluation as adding labels to highlight products' attributes has become an acquainted measure online by e-tailers/firms to attract online consumers' attentions. For this purpose, we conduct a 2 (label of “China-made” vs. no label) x 3 (patriotism priming vs. nationalism priming vs. no priming) between-subject factorial design to verify hypotheses. The results reveal that when consumers' nationalism is primed, the label significantly enhances the product evaluation by increasing the perceived social value of the product. Priming consumers’ patriotism, on the other hand, does not play a moderating role for this effect. A follow-up study confirms such effects for both low involvement and high involvement products. Therefore, e-tailers/firms that own China-made brands/products are advised to signal the “Chinese identity” of their products to online consumers under the current circumstance when nationalism and domestic brands are rising in China. The results also indicate that although products produced in a developing country are marked with a negative country of origin effect, marketers can turn it into a strength in marketing in certain conditions.
Yu, Shubin & Li, Changxu (2021)
Mask Colors and Trustworthiness
Advances in Consumer Research, 49, s. 340- 341.
Yu, Shubin & Hudders, Liselot (2021)
Measurement invariance of the modified brand luxury index scale across gender, age and countries
Purpose Many instruments have been developed to measure the perceived luxuriousness of brands, but one of the most frequently used scales is the “brand luxury index” (BLI) from Vigneron and Johnson (2004) that distinguishes between high- and low-luxury brands. Despite its popularity and widespread use in academic research, the scale's psychometric properties and equivalence across cultures have been questioned. Recently, modified versions of the scale have been developed to strengthen the quality of the measurement. However, the performance and the measurement invariance of the modified version have not yet been investigated. The current paper aims to test the model fit of the modified BLI scale and the measurement invariance across gender, age and country groups using nine datasets from a total of three different countries. Design/methodology/approach This paper conducts a multi-group CFA to examine the measurement invariance of the BLI scale. Nine datasets were used in this study. The data were collected across three countries, the United States (5 datasets), China (2 datasets) and India (2 datasets) from 2016 to 2018. Findings The results of this analysis suggest that the modified BLI scale has an acceptable model fit and can be interpreted equivalently across gender and age groups. Metric invariance was found among the US, China and India. However, scalar measurement invariance was established only across two countries: the US and India. A follow-up analysis shows that partial scalar invariance can be established across the US, China and India when removing constraints on the parameters of three items: exclusive, precious and sophisticated. Originality/value This study is the first study to test the model fit of the modified BLI scale. The findings of this paper contribute to both the academia and industry. The authors recommend scholars and marketers to use a modified 19-item BLI scale to measure the perceived luxuriousness of brands in future research. First, the modified BLI scale tested in the current study offers very good performance with model fit values of a quality that has rarely been seen in prior research. The original scale of Vigneron and Johnson (2004) has been criticized for its poor model fit (Christodoulides et al., 2009). The modified scale of Doss and Robinson (2013) also has problems with the fit value. Second, the modified 19-item scale also shows adequate measurement invariance across different gender, age and countries. For scholars and marketers, the establishment of the metric invariance of the modified 19-item BLI scale implies that the scale can be used across gender, age and countries (the US, China and India) if the purpose of the study is to understand the relationship between some variables and perceived luxuriousness of a brand.
Talukdar, Nabanita & Yu, Shubin (2021)
Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction
Tracking the luxury consumer online: an experimental study on the effectiveness of site and search retargeting for luxury brands in China and the Netherlands
[Academic lecture]. 2016 AMS World Marketing Congress.