Gender:Female
E-Mail:
Business Address:经济管理学院A119
Contact Information:18796288464
Administrative Position:企业管理系党支部副书记
刘荣
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Degree:Doctoral Degree in Management
Education Level:With Certificate of Graduation for Doctorate Study
School/Department:经济管理学院
Main positions:讲师
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PostalAddress:
Telephone:
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一、个人简介：
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，担任第一届华人学者营销协会理事、中国系统工程学会理事。
欢迎有意进行论文写作、参加大创项目、能源经济大赛、三创赛、创青春、挑战杯、市场调研大赛等科研项目及学术竞赛的本科生联系并加入课题组。可为本科生提供：①学术论文阅读及写作指导；②科研项目选题及申报书撰写指导；③保研指导；④可推荐参加国内学术会议；⑤高水平学术论文投稿费、发表版面费；⑥报销书籍、打印复印、调研差旅。
二、科研项目：
[1] 主持国家自然科学基金青年项目，在研；
[2] 主持江苏省哲学社会科学基金青年项目，在研；
[3] 主持高校基本科研业务费专项青年科技基金项目，结题；
[4] 主持中国矿业大学“启航计划”项目，结题；
[5] 参与国家社会科学基金重大项目、国家自然科学基金面上项目等多项，结题&在研。
三、发表论文：
[1] 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, SSCI一区, ABS 2)
[2] Sustainable Family Development: How Changes in Family Life Cycle Influence Household Low-carbon Use Behavior through Changing Motivations. Sustainable Production and Consumption. 2022，34, 271–284.(一作, IF: 8.9, SCI一区)
[3] 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, 2021，288, 125116. (一作, IF: 11, JCR一区)
[4] How does experience impact the adoption willingness of battery electric vehicles? The role of psychological factors. Environmental Science and Pollution Research,2020， 27, 25230–25247. (一作，IF:5.1,JCR二区)
[5] Individual cultural heterogeneity in sustainable consumption: How Chinese Confucianism values shape behavioural variations, Asian Journal of Social Psychology, 2025, 28(3).(一作, IF: 2.2, JCR三区)
[6]The matching effect of influencer style and product type on purchase: the mediating role of processing fluency. Electronic Commerce Research ，2025: 1-25.(通讯作者，IF：4.6，JCR二区)
[7] What drives low-carbon consumption behavior of Chinese college students? The regulation of situational factors. Natural Hazards, 2019，95(1-2), 173-191. (通讯作者，IF:3.1, JCR二区)
[8] Can Chinese residential low-carbon consumption behavior intention be better explained? The role of cultural values. Natural Hazards, 2019，95(1-2), 155-171.(IF:3.1, JCR二区)
[9]Research on the influence of anthropomorphic design on the consumers’ express packaging recycling willingness: the moderating effect of psychological ownership. Resources, Conservation and Recycling, 2021，105269. (IF:13.7, JCR一区)
[10] How cultural values and anticipated guilt matter in Chinese residents’ intention of low carbon consuming behavior. Journal of Cleaner Production, 2020，246, 119069. (IF: 11, JCR一区)
[11] 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.(一作)
四、招生学科专业
硕士：学硕：120202|企业管理；120204|技术经济及管理；
专硕：125100|工商管理；
欢迎保研、考研学生联系并加入课题组，可根据研究生个人兴趣进行针对性培养，因材施教，为研究生提供：①发放助研津贴、劳务费等；②推荐并资助参加国内外学术会议；③报销论文投稿费、发表版面费；④报销书籍、打印复印、调研差旅费用等。
联系方式：rongliu@cumt.edu.cn（邮箱）
办公地址：经济管理学院A119
- 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
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