Xu Jiahong

Xu Jiahong

USTC, Ph.D. degree in Management Science

Jiahong Xu is a Lecturer (or Assistant Professor) at the Department of Tourism Management/Department of E-Commerce, Hainan University. He received his Ph.D. degree in management science and engineering from the University of Science and Technology of China (USTC), Hefei, China. He have published nearly 20 papers with , as well as about 200+ citations and 20,000+ downloads in CNKI. His works have appeared in refereed journals and conferences, e.g., Internet Research, International Journal of Information Management, Nankai Business Review, Management Review, and academic conferences of International Conference on Information Systems (ICIS), Pacific Asia Conference on Information Systems (PACIS), and among others.

My current research focus on Human-AI Interaction @Metaverse (haɪ~Meta), major interests including: digital commerce and platform operation, metaverse (AR/VR) e-commerce and cultural tourism marketing, gamification and sustainable business model

If you are seeking any form of academic cooperation, please feel free to email me 📫 xujh@hainanu.edu.cn

🎉 News

  • 🔥2026.3：Two conference papers accepted by CTO Division at AOM 2026
  • 2026.1：Invited to serve as Publication Co-chair at CSWIM 2026
  • 2025.9：One conference paper accepted by CNAIS 2025

🎓 Education and Work Experiences

  • 2025-now, Hainan University, Lecturer
  • 2021-2025, University of Science and Technology of China, Ph.D
    • 2024, Nanyang Technological University, Visiting Ph.D
  • 2014-2021, Guangdong University of Technology, B.S./M.S.
    • 2018, University of Hong Kong, Visiting
    • 2017, University of California (UC Berkeley), Visiting

📝 Publications and Works

Journal Articles

  • [5] Xu, J.H., Liu, H.F., and Zhou, J.M.* (2026). “How Does Augmented Reality Enhance Brand Equity? The Mediating Role of the Vividness Experience,” Internet Research, 36(1): 132-153. [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] Top 1% Highly-Cited Paper
  • [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): 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 Papers and Proceedings

  • 🔥[11] Gao, L.F., Liu, H.F., Liu, H.Y., Xu, J.H. (2026) “How Virtual Reality Affects Cultural Souvenirs Purchase: A Narrative Perspective,” CTO Division Paper Accepted at 86th Annual Meeting of the Academy of Management (AOM 2026).
  • 🔥[10] Tu, J.G., Liu, H.F., Xu, J.H., Yao, X.Y. (2026) “Why Virtual Reality Projects Fail: Disclosure Paradox in Experiential Technology Crowdfunding,” CTO Division Paper Accepted at 86th Annual Meeting of the Academy of Management (AOM 2026).
  • [9] Gao, L.F., Xu, J.H., Liu, H.F., and Liu, H.Y. (2025) “How Promoting Cultural Non-fungible Tokens (NFTs) Marketing: The Roles of Virtual Reality Narrative”. accepted as oral presentation paper at CNAIS 2025.
  • [8] Ma, M., Tan, R., Feng, J.; Huang, Q., and Xu, J. (2025) “When is AI Superior to Human? Unveiling the Effects of “Word-of-Machine” on Debt Collection Utilizing Different Types of Privacy”. In Proceedings of 46th International Conference on Information Systems (ICIS). [Link]
  • [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 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 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] [Best Paper Nominees]
  • [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

  • [2] 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): 191-204. [DOI]
    • 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
  • [1] 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): 292-304. [DOI]

🎓 Teaching Experiences

  • Lecturer, Overview of E-commerce, Undergraduate course, Hainan University–Arizona State University International College (HAIC)
  • Teaching Assistant, Lectures on Frontier Theory & Practice of Management Science, PhD/Master course, USTC
  • Teaching Assistant, Using Secondary Data in Operations Management Research, PhD/Master course, USTC

🏅 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
  • 2018 Outstanding Paper Award (Runners Up), Systems Engineering Society of Guangdong, China
  • 2015 Theoretical Innovation Award (Second Runner Up), Logistics and Supply Chain Society of Guangdong, China

📖 Academic Services

  • Journal Reviewer
    • Information Systems Journal (ISJ), Information Technology and People (ITP), Internet Research (IntR)
    • IEEE Transactions on Engineering Management (IEEE TEM), Technological Forecasting and Social Change (TFSC)
    • International Journal of Information Management (IJIM), International Journal of Human-Computer Interaction (IJHCI)
    • Humanities & Social Sciences Communications (Springer Nature HSSC)
    • among others SSCI/SCI/AHCI/FMS-listed/ABS-listed/ABDC-listed journals
  • Conference Committee Member
    • 19th China Summer Workshop on Information Management (CSWIM 2026) Publication Co-Chairs
  • Conference Reviewer
    • Academy of Management Annual Meeting (AOM)
    • International Conference on Information Systems (ICIS)
    • Pacific Asia Conference on Information Systems (PACIS)
    • Hawaii International Conference on System Sciences (HICSS)
    • among others