武瑞娟｜天津理工大学｜学者主页

2026

Display advertising or social media post? The impact of endorsement execution form on the effectiveness of virtual influencers' advertising endorsements

Yan Li, Xiaofang Xiang, Ruijuan Wu

Journal Of Retailing And Consumer Services，Vol. 90

DOI

2026

Formal or informal? Which language do merchants use to reply to negative online reviews?

Ruijuan Wu, Liting Huang

Journal Of Retailing And Consumer Services，Vol. 89

DOI

2026

The effect of perceived augmentation on pleasurable experiences and consumers' adoption intention – an empirical study based on virtual makeup

Ruijuan Wu, Yan Li

Asia Pacific Journal of Marketing and Logistics

DOI

2025

[Review] Long shot vs. close-up shot: Effects of shot types of images in online reviews on perceived helpfulness: An empirical study based on tourist attractions

Ruijuan Wu, Xinyao Cui, Ru Sun

Journal Of Hospitality And Tourism Management，Vol. 65

DOI

2025

The Effect of E-Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios

Sha Xiong, Ruijuan Wu, Yan Li

Journal Of Consumer Behaviour

DOI

2025

Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers' Intention to Stay

Ruijuan Wu, Huizhen Jin

Journal Of Theoretical And Applied Electronic Commerce Research，Vol. 20, No. 2

DOI

2025

Effects of virtual makeups' perceived augmentation on consumers' perceived value

Ruijuan Wu, Sha Xiong, Chenghu Zhang

Asia Pacific Journal Of Marketing And Logistics，Vol. 370, No. 20

DOI

2025

在线消费者评论中图片特性对图片有用性影响效应研究

武瑞娟，张志帅

《信息系统学报》

2025

转型有“道”，中小企业如何跨越数字鸿沟？——一个有调节的中介效应模型

王丽平，张赟昊，武瑞娟

《管理评论》，Vol. 37, No. 2

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2025

虚拟试衣间体验价值对消费者使用态度影响研究

武瑞娟，陈帅

《信息系统学报》

2025

AI技术背景下虚拟影响者营销效应及其作用机制

李研，陈维，武瑞娟

《心理科学进展》，Vol. 33, No. 8

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2025

How Body Esteem Influences Virtual Model Selection and Intention to Use Virtual Fitting Rooms

Ruijuan Wu, Huizhen Jin

Behavioral Sciences

DOI

2025

Marketing effect of virtual influencers and its mechanisms in the context of AI technology

Yan Li, Wei Chen, Ruijuan Wu

Advances in Psychological Science

DOI

2024

Awe or excitement? The interaction effects of image emotion and scenic spot type on the perception of helpfulness

Ruijuan Wu, Yun Han, Shuai Chen

Journal Of Hospitality And Tourism Management，Vol. 58

DOI

2024

口碑“种草”到实际消费的影响路径与关键因素——基于建构型扎根理论的质性研究

李研，武瑞娟，刘建新

《管理评论》，Vol. 36, No. 5

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2024

Mitigating the influence of preference-oriented negative electronic word-of-mouth: Investigating the role of consumers’ cognition regarding preference heterogeneity

Yan Li, Ruijuan Wu, Shanshan Wang

Electronic Commerce Research and Applications

DOI

2023

The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios

Ruijuan Wu, Jingjing Liu, Shuai Chen, Xing Tong

Journal Of Research In Interactive Marketing，Vol. 170, No. 50

DOI

2023

Continuance intention to use self-delivery boxes: An empirical study in Tianjin, China

Ruijuan Wu, Peiyu Li

Journal Of Retailing And Consumer Services，Vol. 70

DOI

2023

口碑的“陷阱”：口碑对消费者决策的偏差性影响

李研，武瑞娟

《当代经济管理》，Vol. 45, No. 2

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2023

幽默负面评论、商家回复与消费者对商家的态度

武瑞娟，刘京京，张志帅

《营销科学学报》

2023

评论者专长对酒店评论有用性影响研究——一项基于携程网酒店负面评论的研究

武瑞娟，李佩毓，韩云

《旅游科学》，Vol. 37, No. 1

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2023

The Impact of Targeted Online Advertising's Pushing Time on Consumers' Browsing Intention

Yan Li, Ruijuan Wu, Jianxin Liu, Shanshan Wang

Journal of Global Information Management

DOI

2022

[Review] The influence of emoji meaning multipleness on perceived online review helpfulness: The mediating role of processing fluency

Ruijuan Wu, Jiuqi Chen, Cheng Lu Wang, Liying Zhou

Journal Of Business Research，Vol. 141

DOI

2022

线上消费者负面评论中贴图数量对评论有用性影响效应研究——一项基于负面评论的研究

武瑞娟，李佩毓，李研

《管理评论》，Vol. 34, No. 12

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2022

网店主页温暖性对消费者接近行为影响效应研究——一项基于服装网店的研究

武瑞娟，胡艺潇，李东进

《管理工程学报》，Vol. 36, No. 2

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2022

The effect of pictures in online consumer reviews on product evaluation: a study based on positive reviews of attractiveness-relevant products

Ruijuan Wu, Yixiao Hu, Peiyu Li

Journal of Contemporary Marketing Science

DOI

2022

Navigating in online stores: The effect of the primary navigation on consumers’ response—A study based on the apparel e-retailer

Ruijuan Wu, Yan Li, Yixiao Hu

Electronic Commerce Research and Applications

DOI

2021

The effect of human model image backgrounds on consumer responses: empirical evidence from a Chinese apparel e-retailer

Ruijuan Wu, Yan Li

Asia Pacific Journal Of Marketing And Logistics，Vol. 330, No. 80

DOI

2021

Why is a picture 'worth a thousand words'? Pictures as information in perceived helpfulness of online reviews

Ruijuan Wu, Heng-Hui Wu, Cheng Lu Wang

International Journal Of Consumer Studies，Vol. 45, No. 3

DOI

2021

图片呈现对消费者关注及接近行为影响效应研究

武瑞娟，欧晓倩，李东进

《管理评论》，Vol. 33, No. 12

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2021

The effect of the angry emoji position on consumers’ perception of the sender’s anger

Ruijuan Wu, Jiu-Qi Chen, Yan Li

Acta Psychologica Sinica

DOI

2020

The effects of online store informativeness and entertainment on consumers' approach behaviors Empirical evidence from China

Ruijuan Wu, Guiduo Wang, Li Yan

Asia Pacific Journal Of Marketing And Logistics，Vol. 320, No. 60

DOI

2020

The influence of subjective characteristics of social network sites on consumers' word-of-mouth sharing

Yan Li, Ruijuan Wu, Dongjin Li

Online Information Review

DOI

2020

Is a smiling model better? A study based on apparel e-retailers

Ruijuan Wu, Xiaoqian Ou, Yan Li

Journal of Contemporary Marketing Science

DOI

2019

Can scarcity of products promote or restrain consumers' word-of-mouth in social networks? The moderating roles of products' social visibility and consumers' self-construal

Yan Li, Ruijuan Wu, Dongjin Li, Hejun Fan

Computers In Human Behavior，Vol. 95

DOI

2019

网店实用性与网店享乐性对消费者网店态度影响效应研究

武瑞娟，王承璐

《管理工程学报》，Vol. 33, No. 1

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2019

线上消费者评论中贴图对产品评价影响效应研究——基于对与吸引力相关产品正面评论的研究

武瑞娟，胡艺潇，李佩毓

《营销科学学报》

2018

微笑的模特更好吗?——一项基于服装电子零售商的研究

武瑞娟，欧晓倩，李研

《营销科学学报》

2017

The asymmetric impact of other-blame regret versus self-blame regret on negative word of mouth Empirical evidence from China

Ruijuan Wu, Cheng Lu Wang

European Journal Of Marketing，Vol. 510, No. 1112

DOI

2016

西方模特更受欢迎吗?——模特类型和模特表情与消费者对模特的态度关系研究

武瑞娟，王承璐

《营销科学学报》

2015

积极消费行为研究

武瑞娟

2014

基于ACSI模型的网络购物满意度影响因素实证研究

仲伟伫，席菱聆，武瑞娟

《软科学》，Vol. 28, No. 2

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2014

国家形象对产品质量感知影响效应研究——中国消费者地区性差异检验

杜立婷，武瑞娟

《工程管理科技前沿》

2014

网店临场感对消费者网店使用态度影响效应研究

武瑞娟

《天津工业大学学报》

2014

选择结果效价、心理模拟和后悔

武瑞娟，李东进

《营销科学学报》

2014

网店专业性对消费者情感和行为影响效应研究———一项基于大学生群体的实证研究

武瑞娟，王承璐

《管理评论》，Vol. 26, No. 1

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2013

产品设计领域的消费者审美体验

李东进，李研，武瑞娟

《心理科学进展》，Vol. 21, No. 2

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2013

网店友好性对消费者愉快和唤起情感的效应研究

武瑞娟，武瑞娟王承璐

《当代财经》，No. 11

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2013

Consumer Aesthetic Experience in Product Design

Dongjin Li, Yan Li, Ruijuan Wu

Advances in Psychological Science

DOI

2012

网络购物中产品价格信息对折中效应的影响

武瑞娟，李东进李研武瑞娟

《当代财经》，No. 11

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2012

沉没成本、节俭消费观和控制动机对积极消费行为影响效应研究

武瑞娟，王承璐，杜立婷

《南开管理评论》，No. 5

2012

山寨产品/真品相似性评价与山寨产品购买意愿

李东进，武瑞娟，李研，朴世桓

《管理学报（湖北）》，Vol. 9, No. 9

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2012

A Study of the Influence of Product Price Information on Compromise Effects in Online Shopping

Ruijuan Wu

Contemporary Finance and Economics

2010

地区形象对消费者购买意向影响研究——以天津和上海为例

李东进，武瑞娟，魏善斌

《管理评论》，Vol. 22, No. 7

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2009

消费愿景对行为态度的影响研究

武瑞娟，李东进

《商业经济与管理》，No. 7

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2009

中国消费者购买意向模型——对Fishbein合理行为模型的修正

李东进，吴波，武瑞娟

《管理世界》，No. 1

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2009

积极消费行为——概念与量表开发

武瑞娟，李东进

《管理科学》，No. 5

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2006

企业品牌共同体的创建策略

李东进，武瑞娟

《经济管理》，No. 5

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2006

品牌共同体:企业与消费者沟通的新方式

武瑞娟

《山西经济管理干部学院学报》

精选作品

期刊论文

Display advertising or social media post? The impact of endorsement execution form on the effectiveness of virtual influencers' advertising endorsements

Formal or informal? Which language do merchants use to reply to negative online reviews?

The effect of perceived augmentation on pleasurable experiences and consumers' adoption intention – an empirical study based on virtual makeup

[Review] Long shot vs. close-up shot: Effects of shot types of images in online reviews on perceived helpfulness: An empirical study based on tourist attractions

The Effect of E-Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios

Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers' Intention to Stay

Effects of virtual makeups' perceived augmentation on consumers' perceived value

在线消费者评论中图片特性对图片有用性影响效应研究

转型有“道”，中小企业如何跨越数字鸿沟？——一个有调节的中介效应模型

虚拟试衣间体验价值对消费者使用态度影响研究

AI技术背景下虚拟影响者营销效应及其作用机制

How Body Esteem Influences Virtual Model Selection and Intention to Use Virtual Fitting Rooms

Marketing effect of virtual influencers and its mechanisms in the context of AI technology

Awe or excitement? The interaction effects of image emotion and scenic spot type on the perception of helpfulness

口碑“种草”到实际消费的影响路径与关键因素——基于建构型扎根理论的质性研究

Mitigating the influence of preference-oriented negative electronic word-of-mouth: Investigating the role of consumers’ cognition regarding preference heterogeneity

The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios

Continuance intention to use self-delivery boxes: An empirical study in Tianjin, China

口碑的“陷阱”：口碑对消费者决策的偏差性影响

幽默负面评论、商家回复与消费者对商家的态度

评论者专长对酒店评论有用性影响研究——一项基于携程网酒店负面评论的研究

The Impact of Targeted Online Advertising's Pushing Time on Consumers' Browsing Intention

[Review] The influence of emoji meaning multipleness on perceived online review helpfulness: The mediating role of processing fluency

线上消费者负面评论中贴图数量对评论有用性影响效应研究——一项基于负面评论的研究

网店主页温暖性对消费者接近行为影响效应研究——一项基于服装网店的研究

The effect of pictures in online consumer reviews on product evaluation: a study based on positive reviews of attractiveness-relevant products

Navigating in online stores: The effect of the primary navigation on consumers’ response—A study based on the apparel e-retailer

The effect of human model image backgrounds on consumer responses: empirical evidence from a Chinese apparel e-retailer

Why is a picture 'worth a thousand words'? Pictures as information in perceived helpfulness of online reviews

图片呈现对消费者关注及接近行为影响效应研究

The effect of the angry emoji position on consumers’ perception of the sender’s anger

The effects of online store informativeness and entertainment on consumers' approach behaviors Empirical evidence from China

The influence of subjective characteristics of social network sites on consumers' word-of-mouth sharing

Is a smiling model better? A study based on apparel e-retailers

Can scarcity of products promote or restrain consumers' word-of-mouth in social networks? The moderating roles of products' social visibility and consumers' self-construal

网店实用性与网店享乐性对消费者网店态度影响效应研究

线上消费者评论中贴图对产品评价影响效应研究——基于对与吸引力相关产品正面评论的研究

微笑的模特更好吗?——一项基于服装电子零售商的研究

The asymmetric impact of other-blame regret versus self-blame regret on negative word of mouth Empirical evidence from China

西方模特更受欢迎吗?——模特类型和模特表情与消费者对模特的态度关系研究

积极消费行为研究

基于ACSI模型的网络购物满意度影响因素实证研究

国家形象对产品质量感知影响效应研究——中国消费者地区性差异检验

网店临场感对消费者网店使用态度影响效应研究

选择结果效价、心理模拟和后悔

网店专业性对消费者情感和行为影响效应研究———一项基于大学生群体的实证研究

产品设计领域的消费者审美体验

网店友好性对消费者愉快和唤起情感的效应研究

Consumer Aesthetic Experience in Product Design

网络购物中产品价格信息对折中效应的影响

沉没成本、节俭消费观和控制动机对积极消费行为影响效应研究

山寨产品/真品相似性评价与山寨产品购买意愿

A Study of the Influence of Product Price Information on Compromise Effects in Online Shopping

地区形象对消费者购买意向影响研究——以天津和上海为例

消费愿景对行为态度的影响研究

中国消费者购买意向模型——对Fishbein合理行为模型的修正

积极消费行为——概念与量表开发

企业品牌共同体的创建策略

品牌共同体:企业与消费者沟通的新方式

书籍章节

It’s Fun to Play: Emoji Usage in Interactive Marketing Communication

What Makes a Fan a Fan?

A Hero Who Never Dies

研究方向