Projects per year
Personal profile
Personal profile
Dr. Boying Li (Belle) is an Assistant Professor in Marketing at the University of Nottingham Ningbo China. Her research areas include online misinformation, consumer behavior in social media, electronic word-of-mouth, e-commerce and online pro-social behavior. She has published in journals such as Information Systems Journal (ISJ), International Journal of Operations and Production Management (IJOPM), Information and Management (I&M), Production Planning & Control (PPC) and International Journal of Production Research (IJPR). She has also served as reviewers for journals including the Journal of the Association for Information Systems (JAIS), ISJ, I&M, IJPR, etc.
Teaching
Undergraduate
- Marketing Analytics
- The Consumer Psychology of Brands
Research Interests
- Misinformation on social media (including rumor, fake news, etc.)
- Online consumer behavior
- Pro-social behaviors on social media
Person Types
- Staff
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Projects
- 1 Active
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Understanding the Dissemination of Online Health-related Fake Rumors under the Public Health Emergency: From the Perspectives of Information Features and Source Persona
1/01/21 → 31/12/23
Project: Government Funded Projects › Vertical-Zhejiang Provincial Government Funded Projects
Research output
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What influences the purchase of virtual gifts in live streaming in China? A cultural context-sensitive model
GUAN, Z., HOU, F., Li, B., Phang, C. W. & Chong, A. Y. L., 20 Sep 2021, In: Information Systems Journal.Research output: Journal Publication › Article › peer-review
4 Citations (Scopus) -
Disentangling the effects of narrative and statistical evidence on donations in charitable crowdfunding: A narrative persuasion perspective
GUAN, Z., Li, B., Chong, A. Y. L., HOU, F., Cai, Z., Lim, E. T. K. & Tan, C. W., 2020.Research output: Contribution to conference › Paper › peer-review
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Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from China
HOU, F., GUAN, Z., Li, B. & Chong, A. Y. L., 27 Apr 2020, In: Internet Research. 30, 1, p. 141-163 23 p.Research output: Journal Publication › Article › peer-review
Open AccessFile47 Citations (Scopus)2 Downloads (Pure) -
Predicting customer demand for remanufactured products: A data-mining approach
Van Nguyen, T., Zhou, L., Chong, A. Y. L., Li, B. & Pu, X., 16 Mar 2020, In: European Journal of Operational Research. 281, 3, p. 543-558 16 p.Research output: Journal Publication › Article › peer-review
45 Citations (Scopus) -
Understanding purchase intention in e-commerce live streaming: Roles of relational benefits, technological features and fan identity salience
HOU, F., Li, B., GUAN, Z., Hu, Y. & Chong, A. Y. L., 2020.Research output: Contribution to conference › Paper › peer-review