I am a Ph.D. candidate at the School of Management, University of Science and Technology of China (USTC), Hefei, China. If you are seeking any form of academic cooperation, please feel free to email me at xujiahong@mail.ustc.edu.cn.
I have published 10+ papers with total 
My current research interests involve:
- metaverse and extended reality (AR/VR/MR)
- digital commerce and platform economy
- gamification information systems
- sustainable business model
📝 Publications and Works
Journal Articles
- [5] Xu, J.H., Liu, H.F., and Zhou, J.M.* (2024). “How Does Augmented Reality Enhance Brand Equity? The Mediating Role of the Vividness Experience,” Internet Research. [DOI]
- [4] Xu, J.H., Du, H.S.,* Shen, K.N., and Zhang, D.P.* (2022). “How Gamification Drives Consumer Citizenship Behaviour: The Role of Perceived Gamification Affordances,” International Journal of Information Management (64). [DOI]
- rewarded as Top 1% Highly Cited Paper in the ESI of Web of Science
- [3] Du, H.S., Xu, J.H.*, Tang, H., and Jiang, R.X. (2022). “Repurchase Intention in Online Knowledge Service: The Brand Awareness Perspective,” Journal of Computer Information Systems (62:1), pp. 174-185. [DOI]
- [2] Du, H.S., Xu, J.H.*, Li, Z.Y., Liu, Y., and Chu, S.K.W. (2021). “Bibliometric Mapping on Sustainable Development at the Base-of-the-Pyramid,” Journal of Cleaner Production (281). [DOI]
- [1] Du, H.S., Zhan, B.Q.*, Xu, J.H., and Yang, X.G. (2019). “The Influencing Mechanism of Multi-Factors on Green Investments: A Hybrid Analysis,” Journal of Cleaner Production (239). [DOI]
Conference Proceedings
- [7] Xu, J.H., Liu, H.F., Choi, B.C.F., Zhou, J.M., and Boh, W.F. (2024) “Seeing Is Believing or Is It Not? Expectancy Formulation and (Dis-)Confirmation with Virtual Reality Tours in Fanwork Merchandise Manufacturing”. In Proceedings of the 23rd Annual Pre-ICIS Workshop on HCI Research in MIS (SIGHCI 2024). [Link]
- [6] Xu, J.H., Wang, W., and Liu, H.F. (2024) “When Virtual Reality Supports Customer Acquisition: A Configurational Approach from the Perspective of Customer-Technology-Environment”. In Proceedings of the 23rd Annual Pre-ICIS Workshop on HCI Research in MIS (SIGHCI 2024). [Link]
- [5] Xu, J.H., Zhou, J.M., Liu, H.F., and Huang, Q. (2023) “How Online Extended Reality (XR) Promotes Consumer Offline Engagement”. In Proceedings of the 44th International Conference on Information Systems (ICIS). [Link]
- rewarded as the Best Paper Nominees for ICIS 2023 (in “Digital and Mobile Commerce” Track) [Awards]
- [4] Xu, J.H., and Zhou, J.M. (2023) “Bridging Consumers’ Self-Brand Distance Through Virtual-Reality: Perspective from Presence Experiences”. In Proceedings of the 44th International Conference on Information Systems (ICIS). [Link]
- [3] Lv, J.Y., Xu, J.H., and Du, H.S. (2021) “How Gamification Affordances Drive Micro Public Welfare,” In Proceedings of the 25th Pacific Asia Conference on Information Systems (PACIS). [Link]
- [2] Xu, J.H., Du, H.S., and Shen, K.N. (2020) “From players to citizens: Gamification in the e-commerce context,” In Proceedings of the 24th Pacific Asia Conference on Information Systems (PACIS). [Link]
- [1] Zhan, B., Du, H.S. and Xu, J. (2019). “A Bibliometric Analysis of Social Media Research in Finance,” In Proceedings of Association for Information Science and Technology (ASIST) Asia-Pacific Regional Conference. [Link]
Chinese Journal Articles
- [3] Du, H.S., Xu, J.H.*, Zhang, D.P., and Yang, X.G. (2022). “How Gamification Drives E-commerce Users’ Green Consumption Behaviors: A Netnography Study of Ant-Forest,” Nankai Business Review (25:2), pp. 191-204. [DOI] [News]
- rewarded as Annual Top 10 Case Studies in China (Ministry of Education, CDGDC) [Award]
- rewarded as Top 1% Highly Cited Paper and Top 0.1% Downloaded Paper (downloaded by 15,000+) in CNKI
- [2] Du, H.S., Xu, J.H.*, Luo, Z., Li, D., and Yu, X. (2018). “Analysis of Sustainable Business Model at the Base of Pyramid: Multi-case Study based on Northeastern Guangdong,” Management Review (30:9), pp. 292-304. [DOI]
- rewarded as Outstanding Paper Award (Runners Up) by Systems Engineering Society of Guangdong, China
- [1] Xu, J.H.*, Dong, Z. and Huang, M. (2015). “Application and Relative Advantage of Airship Transportation in Emergency Logistics Operations,” Logistics Technology (34:10), pp. 11-14. [DOI]
- rewarded as Theoretical Innovation Award (Second Runner Up) by Logistics and Supply Chain Society of Guangdong, China
🎓 Education
- Ph.D in Management Sciences, University of Science and Technology of China, 2025
- M.S. in Management Sciences, Guangdong University of Technology, 2021
- B.S. in Management Sciences, Guangdong University of Technology, 2018
🏛️ Visiting and Exchange
- Ph.D Visiting in Nanyang Technological University, 2024
- Postgraduate Visiting in The University of Hong Kong, 2018
- Undergraduate Visiting in University of California (UC Berkeley), 2017
🏅 Honors and Awards
- 2024 Best Reviewer Award, 23rd Annual Pre-ICIS Workshop on HCI Research in MIS, AIS SIG on Human-Computer Interaction (SIGHCI)
- 2023 Best Paper Nominee, 44th International Conference on Information Systems (ICIS 2023), Association for Information Systems (AIS)
- 2023 Annual Top 10 Case Studies in China, CDGDC, Ministry of Education, China
- 2021 Outstanding Postgraduate, Education Department of Guangdong Province, China
- 2018 Outstanding Paper Award (Runners Up), Systems Engineering Society of Guangdong, China
- 2015 Outstanding Practice Team Award, All-China Students’ Federation, China
- 2015 Theoretical Innovation Award (Second Runner Up), Logistics and Supply Chain Society of Guangdong, China
📖 Academic Services
- Peer Reviewer for Journals
- Information Systems Journal
- Internet Research
- Information Technology and People
- International Journal of Information Management
- Technological Forecasting and Social Change
- Industrial Management and Data Systems
- International Journal of Human-Computer Interaction
- Sustainability Accounting Management and Policy Journal
- Journal of Cleaner Production
- Journal of Systems and Information Technology
- Journal of Information and Knowledge Management
- Peer Reviewer for Conferences
- Academy of Management Annual Meeting (AOM)
- International Conference on Information Systems (ICIS)
- Pacific Asia Conference on Information Systems (PACIS)
- Americas Conference on Information Systems (AMCIS)
- Hawaii International Conference on System Sciences (HICSS)
- Wuhan International Conference on E-Business (WICEB)
- Chinese Association for Information Systems (CNAIS)