Gender:Female
E-Mail:
Business Address:经济管理学院A119
Contact Information:18796288464
刘荣
Click:
Degree:Doctoral Degree in Management
School/Department:经济管理学院
Main positions:讲师
ZipCode:
PostalAddress:
Telephone:
Email:
刘荣，中国矿业大学经济管理学院讲师，中国矿业大学和埃因霍温理工大学（荷兰）联合培养博士，硕士生导师，主要研究方向为：AI推荐与消费者行为、电商直播营销、绿色消费心理与行为等。主持国家自然科学基金项目1项，江苏省社会科学基金项目1项，中国矿业大学中央高校科研业务基金项目1项。参与国家社科基金重大项目等国家级项目多项。在《Electronic Commerce Research and Applications》《Journal of Cleaner Production》、《Sustainable Production and Consumption》、《Electronic Commerce Research》、《Resources, Conservation & Recycling》、《Natural Hazards》等SSCI/SCI刊物上发表论文10余篇，担任《Natural Hazards》、《Journal of Cleaner Production》、《International Journal of Environmental Research and Public Health》、《Sustainability》等SCI期刊审稿人。
代表性成果：
Liu, Rong; Ding, Zhihua; Duan, Zhaoping; Deng, Xueling; Individual cultural heterogeneity in sustainable consumption: How Chinese Confucianism values shape behavioural variations, Asian Journal of Social Psychology, 2025, 28(3)
Wang, Dianwen, Jianwei Jin, and Rong Liu. "The matching effect of influencer style and product type on purchase: the mediating role of processing fluency." Electronic Commerce Research (2025): 1-25.
LIU, Rong; LI, Lulong; DING, Zhihua. Mentor or partner: Matching effect of para-social interaction and product type on purchase intention in live-streaming commerce. Electronic Commerce Research and Applications, 2024, 65: 101410. (一作, IF: 5.9, JCR一区)
Liu, R., Ham, J., Ding, Z. et al. (2022). Sustainable Family Development: How Changes in Family Life Cycle Influence Household Low-carbon Use Behavior through Changing Motivations. Sustainable Production and Consumption. 34, 271–284.(一作, IF: 8.9, JCR一区)
Liu, R., Ding, Z., Wang, Y. et al. (2021). The relationship between symbolic meanings and adoption intention of electric vehicles in China: The moderating effects of consumer self-identity and face consciousness. Journal of Cleaner Production, 288, 125116. (一作, IF: 11, JCR一区)
Liu, R., Ding, Z., Jiang, X. et al. (2020). How does experience impact the adoption willingness of battery electric vehicles? The role of psychological factors. Environmental Science and Pollution Research, 27, 25230–25247. (一作，IF:5.1,JCR二区)
Liu, Y., Liu, R*., & Jiang, X. (2019). What drives low-carbon consumption behavior of Chinese college students? The regulation of situational factors. Natural Hazards, 95(1-2), 173-191. (通讯兼二作，IF:3.1, JCR二区)
Jiang, X., Ding, Z., & Liu, R. (2019). Can Chinese residential low-carbon consumption behavior intention be better explained? The role of cultural values. Natural Hazards, 95(1-2), 155-171.(三作，IF:3.1, JCR二区)
Ding, Z., Sun, J., Wang, Y., Jiang, X., Liu, R., Sun, W., ... & Liu, M. (2020). Research on the influence of anthropomorphic design on the consumers’ express packaging recycling willingness: the moderating effect of psychological ownership. Resources, Conservation and Recycling, 105269. (五作，IF:13.7, JCR一区)
Jiang, X., Ding, Z., Li, X., Sun, J., Jiang, Y., Liu, R., ... & Sun, W. (2020). How cultural values and anticipated guilt matter in Chinese residents’ intention of low carbon consuming behavior. Journal of Cleaner Production, 246, 119069. (六作, IF: 11, JCR一区)
刘荣,丁志华,李璐龙.我国家庭绿色购买行为的多元消费动机研究——家庭生命周期和社会地位的双重调节效应[J].煤炭经济研究,2025,45(12):15-24.DOI:10.13202/j.cnki.cer.2025.12.002.
- 2022.7 -- 2023.8埃因霍温理工大学 , 人机交互 , CSC博士联合培养
- 2017.9 -- 2023.6中国矿业大学 , Management Science and Engineering , Doctoral Degree in Management , With Certificate of Graduation for Doctorate Study
硕博连读 - 2013.8 -- 2017.6中国矿业大学 , 市场营销 , Bachelor's degree , 大学本科
- 2022.12 -- Now中国矿业大学 , 高等学校教师
- 2025.7 -- Now华人学者营销协会（CSMA）第一届理事
No content
Address:No1,Daxue Road,Xuzhou,Jiangsu,221116,P.R.China Email: master@cumt.edu.cn
All Rights Reserved by China University of Mining and Technology