冯文婷｜海南大学｜学者主页

2026

The sooner the better? Timing effects on managerial responses to negative online reviews

Morgan X. Yang, Kevin J. Zeng, Irina Y. Yu, Wenting Feng

Information & Management

DOI

2026

How the frequency of hotels’ donations to sustainability initiatives affects tourists’ brand attitudes: The mediating role of goal focus

Dihui Chang, Wenting Feng, Nan Zhang, Ze-Lin Tong

Journal of Sustainable Tourism

DOI

2026

The power to be true: how does a sense of power discourage travel photo editing on social media?

Wenting Feng, Meiling Wang, F. Li

Journal of Travel & Tourism Marketing

DOI

2026

The livestream commerce puzzle: exploring the ineffectiveness of online reviews in reducing return intentions

Lin Ying Wang, Jiawen Wu, Wenting Feng, Yiran Li, Qihua Liu

Information & Management

DOI

2026

When animated avatars outperform: Leveraging avatar endorsers to enhance consumer adoption of AI-designed products

Wenting Feng, Meiling Wang, Kevin Zeng, Ziwei Zhang, Xianfeng Zhang

International Journal of Information Management

DOI

2025

Why AI Needs to Speak with Data: The Impact Mechanism of Digitalized Descriptions by Virtual eWOM Senders on eWOM Effectiveness

Wenting Feng, Ling Yang, Tianju Han, Jingya Xu

Journal Of Theoretical And Applied Electronic Commerce Research，Vol. 20, No. 4

DOI

2025

How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge

Ru Xu, Wenting Feng, Irina. Y. Yu, Dihui Chang

Journal Of Research In Interactive Marketing

DOI

2025

The spillover effect of malicious envy on green hotel consumption

Wenting Feng, Dihui Chang, Li Yan

Journal Of Sustainable Tourism

DOI

2025

Integrating high and low-status signals in product design: Effects on luxury brand preference

Yuelong Zeng, Jingwen Liu, Wenting Feng

Journal Of Business Research，Vol. 198

DOI

2025

Effects of COVID-19 pandemic areas on green hotel consumption: exploring the congruence effect between location and timing

Jingdan Feng, Zelin Tong, Wenting Feng

Journal Of Sustainable Tourism，Vol. 330, No. 8

DOI

2025

Is the combination superior to the single recommendations? comparing the effects of ai, influencer, and their combination on consumers' purchase intentions

Lin Wang, Wenting Feng, Li Wang, Qihua Liu

Journal Of Electronic Commerce Research，Vol. 26, No. 3

2025

Standing out or fading away: the impact of luxury brand story types on brand equity

Wenting Feng, Jingwen Liu, Tingting Shi, Zibo Qin, Jingya Xu

Journal Of Research In Interactive Marketing

DOI

2025

The influence of repeated two-syllable communication strategy on AI customer service interaction

Wenting Feng, Shuyun Xue, Tao Wang

Journal Of Research In Interactive Marketing，Vol. 190, No. 50

DOI

2025

Social Media Envy and Its Influence on Tourists' Variety-seeking Behavior in Destination Choices

Wenting Feng, Feiyan Zeng, Fangxuan Li, Jingdan Feng

Journal Of Travel Research

DOI

2025

Impact of Electronic Word-of-Mouth Dispersion on Tourists' Purchase Intentions for Local Food Restaurants

Hongjie Sun, Meng Qiu, Wenting Feng

Journal Of Hospitality & Tourism Research

DOI

2025

荒诞风格产品设计对奢侈品品牌偏好的影响

冯文婷，曾悦龙，浦格菲，王子康

《外国经济与管理》，Vol. 47, No. 12

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2025

拟人的品牌更环保？拟人化沟通对促进绿色消费倾向的影响

冯文婷，薛舒允，汪涛

《心理学报》，Vol. 57, No. 4

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2025

亲密悖论：为何对亲近关系的人分享更不真实的旅游体验

孙洪杰，徐可欣，冯文婷

《海南大学学报(人文社会科学版)》，Vol. 43, No. 2

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2025

奢侈品品牌身份构建研究述评与未来议程：基于物质成分和情感成分视角

冯文婷，王承璐

《宝石和宝石学杂志(中英文)》

DOI

2025

奢侈品广告中身体叙事对消费者购买意愿的影响——以珠宝行业为例

李硕秋，冯文婷，卢艺源

《宝石和宝石学杂志(中英文)》

DOI

2025

“珠宝·奢侈品·时尚消费研究”专栏序言

王承璐，冯文婷

《宝石和宝石学杂志(中英文)》

2025

自我一致性前置影响因素元分析

王子康，冯文婷，杨凌，田雨含，秦子博

《宝石和宝石学杂志(中英文)》

DOI

2025

奢侈品品牌数字藏品消费者购买意愿的影响因素研究

浦格菲，黄雨麒，冯文婷

《宝石和宝石学杂志(中英文)》

2025

Anthropomorphic brands are more eco-friendly? The impact of anthropomorphic communication on green consumption tendency

Wenting Feng, Shuyun Xue, Tao Wang

Acta Psychologica Sinica

DOI

2024

The Influence Mechanism of Narrative Strategies Used by Virtual Influencers on Consumer Product Preferences

Yuelong Zeng, Gefei Pu, Jingwen Liu, Wenting Feng

Journal Of Theoretical And Applied Electronic Commerce Research，Vol. 19, No. 4

DOI

2024

I Love It Versus I Recommend It: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness

Junyun Liao, Siying He, Wenting Feng, Raffaele Filieri

Journal Of Travel Research，Vol. 630, No. 40

DOI

2024

Innocence versus Coolness: the influence of brand personality on consumers' preferences

Wenting Feng, Yuanping Xu, Lijia Wang

Journal Of Product And Brand Management，Vol. 330, No. 10

DOI

2024

独树一帜还是随波逐流?消费者类型和奢侈品环保信息交互效应对购买意愿的影响

冯文婷，李洁，沈先运，刘陈陵

《珞珈管理评论》

2024

珠宝奢侈品品牌与KOLs联名款对消费者偏好的影响

石婷婷，曾悦龙，冯文婷，曲镜儒

《宝石和宝石学杂志(中英文)》

2023

From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases

Wenting Feng, Morgan X. Yang, Irina Y. Yu

Journal Of Business Research，Vol. 165

DOI

2023

Is tourism live streaming a double-edged sword? The paradoxical impact of online flow experience on travel intentions

Qihua Liu, Liyang Xu, Wenting Feng, Jingyi Zhou, Yiran Li

Journal Of Travel & Tourism Marketing，Vol. 40, No. 8

DOI

2023

Love the new and loathe the old: The influence of alphabetic order in a brand series on consumers' preferences

Wenting Feng, LiJia Wang, Tao Wang

Current Psychology，Vol. 420, No. 14

DOI

2023

The impact of social media influencers' bragging language styles on consumers' attitudes toward luxury brands: The dual mediation of envy and trustworthiness

Wenting Feng, Dihui Chang, Hongjie Sun

Frontiers In Psychology，Vol. 13

DOI

2022

The influence of androgynous streamers on consumers' product preferences

Feng Wenting, Xue Shuyun, Yang Ying, Huang Hai

Frontiers In Psychology，Vol. 13

DOI

2022

Green advertising is more environmentally friendly? The influence of advertising color on consumers' preferences for green products

Feng Wenting, Zeng Yuelong, Shen Xianyun, Liu Chenling

Frontiers In Psychology，Vol. 13

DOI

2022

Self-focused or other-focused: The influence of acknowledgment type on subsequent donation desires

Feng Wenting, Shen Xianyun, Yin Zuowei

Frontiers In Psychology，Vol. 13

DOI

2022

How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice

Zelin Tong, Fang Ma, Haowen Xiao, Perry Haan, Wenting Feng

International Marketing Review，Vol. 390, No. 4

DOI

2022

Emotional or rational? The congruence effect of message appeals and country stereotype on tourists' international travel intentions

Wenting Feng, Yizhuo Liu, Dongmei Li

Annals Of Tourism Research，Vol. 95

DOI

2022

The Influence of Social Exclusion Types on Individuals' Willingness to Word-of-Mouth Recommendation

Feng Wenting, Wang Lijia, Gao Cuixin

Frontiers In Psychology，Vol. 13

DOI

2022

The Influence of Social Crowding on Consumers' Preference for Green Products

Feng Wenting, Wang Lijia, Gao Cuixin

Frontiers In Psychology，Vol. 13

DOI

2022

好口碑就有好印象吗?社交媒体中奢侈品牌口碑社会属性的负面效应

冯文婷，易梦洁，孙洪杰

《外国经济与管理》，Vol. 44, No. 1

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2022

拟人化沟通对企业国际化的影响机制研究——基于印象形成连续模型理论

冯文婷，沈先运，汪涛，崔楠

《南开管理评论》，Vol. 25, No. 2

2022

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

冯文婷，徐瑗苹，黄海，汪涛

《心理学报》，Vol. 54, No. 3

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2022

Kawai vs. Whimsical: The influence of cuteness types of luxury brands on consumers' preferences

Wenting Feng, Yuanping Xu, Haiming Huang, Tao Wang

Acta Psychologica Sinica

DOI

2021

How being envied shapes tourists' relationships with luxury brands: A dual-mediation model

Wenting Feng, Irina Y. Yu, Morgan X. Yang, Mengjie Yi

Tourism Management，Vol. 86

DOI

2021

The Interaction of Facial Expression and Donor-Recipient Eye Contact in Donation Intentions: Based on the Intensity of Emotion

Zelin Tong, Mengjie Yi, Wenting Feng, Yinghao Yu, Diyi Liu, Jixuan Zhang

Frontiers In Psychology，Vol. 12

DOI

2021

Beneficiaries or Charity: The Influence of the Source of Acknowledgments

Wenting Feng, Yuanping Xu, Tao Wang

Frontiers In Psychology，Vol. 12

DOI

2021

Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background

Zhimin Zhou, Yi Ding, Wenting Feng, Nianman Ke

Journal Of Business Research，Vol. 130

DOI

2021

When positive reviews on social networking sites backfire: The role of social comparison and malicious envy

Wenting Feng, Morgan X. Yang, Irina Y. Yu, Rungting Tu

Journal Of Hospitality Marketing & Management，Vol. 300, No. 10

DOI

2021

个体如何以消费行为应对自我威胁?基于导向-路径整合模型的分析

孙洪杰，刘菲菲，冯文婷，崔丙群

《心理科学进展》，Vol. 29, No. 5

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2021

How do individuals cope self-threats with consuming behaviors? Analysis based on the orientation-path integration model

Hong-Jie Sun, Fei Liu, Wenting Feng, Bingqun Cui

Advances in Psychological Science

DOI

2020

The influence of anthropomorphic communication in social media on the country-of-origin effect

Wenting Feng, Tao Wang, Wenlong Mu

International Journal Of Advertising，Vol. 390, No. 80

DOI

2020

Can gamification increases consumers' engagement in fitness apps? The moderating role of commensurability of the game elements

Wenting Feng, Rungting Tu, Peishan Hsieh

Journal Of Retailing And Consumer Services，Vol. 57

DOI

2020

企业家慈善高曝光度对消费者企业评价的负面影响及扭转机制:中庸文化视角

童泽林，冯竞丹，冯文婷，谢毅，付景涛，傅国华

《南开管理评论》，Vol. 23, No. 4

2020

叠音品牌名称对消费者知觉和态度的影响

魏华，汪涛，毛磊，冯文婷，熊莎莎

《心理科学进展》，Vol. 28, No. 7

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2020

The effect of repeated two-syllable brand name on consumers’ perception and attitude

Hua Wei, Tao Wang, Lei Mao, Wenting Feng, Shasha Xiong

Advances in Psychological Science

DOI

2020

Do consumers support the cross-border charitable activities as the same?

Ze-Lin Tong, Ting-Ting Li, Wenting Feng, Yuanyuan Zhou, Ling Zhou

DOI

2019

Walking for fun or for likes? The impacts of different gamification orientations of fitness apps on consumers' physical activities

Rungting Tu, Peishan Hsieh, Wenting Feng

Sport Management Review，Vol. 220, No. 50

DOI

2019

社会化媒体口碑发布者对品牌刻板印象的影响

冯文婷，彭泗清，涂荣庭，周志民

《华东经济管理》，Vol. 33, No. 5

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2019

企业慈善事件促销对消费者后续购买意愿的影响

冯文婷，汪涛，秦军，魏华

《管理评论》，No. 1

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2019

Influence of number magnitude in luxury brand names on consumer preference

Wenting Feng, Tao Wang, Guo Rui

Social Behavior and Personality: An international journal

DOI

2019

The impacts of evaluation duration and product types on review extremity

Hua-Wei Zhu, Rung-Ting Tu, Wenting Feng, Jiao-Jiao Xu

Online information review (Print)

DOI

2018

文字品牌标识正斜对消费者知觉和态度的影响

魏华，汪涛，冯文婷，丁倩

《管理评论》，Vol. 30, No. 2

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2018

消费者的高科技产品采用行为——技术接受和创新抗拒的双重影响

冯文婷，涂荣庭，周志民

《技术经济》

2018

品牌刻板印象对规避参照群体负面效应的调节作用——基于“好”品牌遇上“坏”群体的视角

冯文婷，彭泗清，涂荣庭

《企业经济》，Vol. 37, No. 7

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2018

Read into the lines: the positive effects of queues

Rungting Tu, Wenting Feng, Cheryl Lin, Pikuei Tu

Journal Of Service Theory And Practice，Vol. 280, No. 5

DOI

2018

Understanding forced adoption of self-service technology: the impacts of users’ psychological reactance

Wenting Feng, Rung-Ting Tu, Tim Lu, Zhi-Min Zhou

Behavior and Information Technology

DOI

2017

数字的力量：品牌中数字大小对消费者态度的影响

冯文婷，汪涛

《心理学报》，Vol. 49, No. 12

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2017

The Role of Consumer Readiness in New Product Adoption and Old Product Disposition Processes

Xiangming Wei, Wenting Feng, Rung-Ting Tu

2017

Can Relationship be Bought by Money? - The Effect of Monetary Value Ambiguity on Consumer Loyalty

Xiangming Wei, Rung-Ting Tu, Wenting Feng, Jiaming Ou

2016

叠音品牌名称对消费者知觉和偏好的影响

魏华，汪涛，周宗奎，冯文婷，丁倩

《心理学报》，Vol. 48, No. 11

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2016

孤独让我爱上你：产品陈列对孤独个体产品偏好的影响

冯文婷，汪涛，魏华，周南

《心理学报》，No. 4

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2016

Loneliness makes me fall in love with you: The influence of product display on lonely individual’s product preference

Tao Wang, Wenting Feng, Hua Wei, Nan Zhou

DOI

2016

When Lonely People Encounter Anthropomorphic Products

Wenting Feng

DOI

2016

孤独当あなた:製品は孤独な個体の製品嗜好への影響を陳列する美しくしてもらう【JST・京大機械翻訳】

Wenting Feng, Tao Wang, Hua Wei, Nan Zhou

2014

电子商务消费奖励计划偏好跨文化差异分析

冯文婷，贾宜正

《商业研究》，No. 4

下载原文 DOI

2010

Paper submitted to the 10 International Marketing Trends Conference Bilateral Effects of Pro-China Ads of Multinational Brands: A Win-win or a Trade-off Situation?

Wenting Feng, Si-Qing Peng, Guanghua

精选作品

期刊论文

The sooner the better? Timing effects on managerial responses to negative online reviews

How the frequency of hotels’ donations to sustainability initiatives affects tourists’ brand attitudes: The mediating role of goal focus

The power to be true: how does a sense of power discourage travel photo editing on social media?

The livestream commerce puzzle: exploring the ineffectiveness of online reviews in reducing return intentions

When animated avatars outperform: Leveraging avatar endorsers to enhance consumer adoption of AI-designed products

Why AI Needs to Speak with Data: The Impact Mechanism of Digitalized Descriptions by Virtual eWOM Senders on eWOM Effectiveness

How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge

The spillover effect of malicious envy on green hotel consumption

Integrating high and low-status signals in product design: Effects on luxury brand preference

Effects of COVID-19 pandemic areas on green hotel consumption: exploring the congruence effect between location and timing

Is the combination superior to the single recommendations? comparing the effects of ai, influencer, and their combination on consumers' purchase intentions

Standing out or fading away: the impact of luxury brand story types on brand equity

The influence of repeated two-syllable communication strategy on AI customer service interaction

Social Media Envy and Its Influence on Tourists' Variety-seeking Behavior in Destination Choices

Impact of Electronic Word-of-Mouth Dispersion on Tourists' Purchase Intentions for Local Food Restaurants

荒诞风格产品设计对奢侈品品牌偏好的影响

拟人的品牌更环保？拟人化沟通对促进绿色消费倾向的影响

亲密悖论：为何对亲近关系的人分享更不真实的旅游体验

奢侈品品牌身份构建研究述评与未来议程：基于物质成分和情感成分视角

奢侈品广告中身体叙事对消费者购买意愿的影响——以珠宝行业为例

“珠宝·奢侈品·时尚消费研究”专栏序言

自我一致性前置影响因素元分析

奢侈品品牌数字藏品消费者购买意愿的影响因素研究

Anthropomorphic brands are more eco-friendly? The impact of anthropomorphic communication on green consumption tendency

The Influence Mechanism of Narrative Strategies Used by Virtual Influencers on Consumer Product Preferences

I Love It Versus I Recommend It: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness

Innocence versus Coolness: the influence of brand personality on consumers' preferences

独树一帜还是随波逐流?消费者类型和奢侈品环保信息交互效应对购买意愿的影响

珠宝奢侈品品牌与KOLs联名款对消费者偏好的影响

From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases

Is tourism live streaming a double-edged sword? The paradoxical impact of online flow experience on travel intentions

Love the new and loathe the old: The influence of alphabetic order in a brand series on consumers' preferences

The impact of social media influencers' bragging language styles on consumers' attitudes toward luxury brands: The dual mediation of envy and trustworthiness

The influence of androgynous streamers on consumers' product preferences

Green advertising is more environmentally friendly? The influence of advertising color on consumers' preferences for green products

Self-focused or other-focused: The influence of acknowledgment type on subsequent donation desires

How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice

Emotional or rational? The congruence effect of message appeals and country stereotype on tourists' international travel intentions

The Influence of Social Exclusion Types on Individuals' Willingness to Word-of-Mouth Recommendation

The Influence of Social Crowding on Consumers' Preference for Green Products

好口碑就有好印象吗?社交媒体中奢侈品牌口碑社会属性的负面效应

拟人化沟通对企业国际化的影响机制研究——基于印象形成连续模型理论

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

Kawai vs. Whimsical: The influence of cuteness types of luxury brands on consumers' preferences

How being envied shapes tourists' relationships with luxury brands: A dual-mediation model

The Interaction of Facial Expression and Donor-Recipient Eye Contact in Donation Intentions: Based on the Intensity of Emotion

Beneficiaries or Charity: The Influence of the Source of Acknowledgments

Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background

When positive reviews on social networking sites backfire: The role of social comparison and malicious envy

个体如何以消费行为应对自我威胁?基于导向-路径整合模型的分析

How do individuals cope self-threats with consuming behaviors? Analysis based on the orientation-path integration model

The influence of anthropomorphic communication in social media on the country-of-origin effect

Can gamification increases consumers' engagement in fitness apps? The moderating role of commensurability of the game elements

企业家慈善高曝光度对消费者企业评价的负面影响及扭转机制:中庸文化视角

叠音品牌名称对消费者知觉和态度的影响

The effect of repeated two-syllable brand name on consumers’ perception and attitude

Do consumers support the cross-border charitable activities as the same?

Walking for fun or for likes? The impacts of different gamification orientations of fitness apps on consumers' physical activities

社会化媒体口碑发布者对品牌刻板印象的影响

企业慈善事件促销对消费者后续购买意愿的影响

Influence of number magnitude in luxury brand names on consumer preference

The impacts of evaluation duration and product types on review extremity

文字品牌标识正斜对消费者知觉和态度的影响

消费者的高科技产品采用行为——技术接受和创新抗拒的双重影响

品牌刻板印象对规避参照群体负面效应的调节作用——基于“好”品牌遇上“坏”群体的视角

Read into the lines: the positive effects of queues

Understanding forced adoption of self-service technology: the impacts of users’ psychological reactance

数字的力量：品牌中数字大小对消费者态度的影响

The Role of Consumer Readiness in New Product Adoption and Old Product Disposition Processes

Can Relationship be Bought by Money? - The Effect of Monetary Value Ambiguity on Consumer Loyalty

叠音品牌名称对消费者知觉和偏好的影响

孤独让我爱上你：产品陈列对孤独个体产品偏好的影响

Loneliness makes me fall in love with you: The influence of product display on lonely individual’s product preference

When Lonely People Encounter Anthropomorphic Products

孤独当あなた:製品は孤独な個体の製品嗜好への影響を陳列する美しくしてもらう【JST・京大機械翻訳】

电子商务消费奖励计划偏好跨文化差异分析

Paper submitted to the 10 International Marketing Trends Conference Bilateral Effects of Pro-China Ads of Multinational Brands: A Win-win or a Trade-off Situation?

研究方向