PUBLICATIONS

Journal Articles

1. Rong L A, Zda B, Ywa B, Mou, Yup, et al. The relationship between symbolic meanings and adoption intention of electric vehicles in China: The moderating effects of consumer self-identity and face consciousness[J]. Journal of Cleaner Production, 2021.

2. Zhang H, Mou YP, Wang T, et al. The Influence of Advertising Appeals on Consumers’ Willingness to Participate in Sustainable Tourism Consumption[J] Complexity. 2020.

3. Wang DW, Mou YP, et, al. How to elevate the quantity and quality of contributors for crowdsourcing tasks: the double-edged role of task reward [J] Asia Pacific Journal of Marketing and Logistics published online. 2022.  

4. Mou YP. “Lose at sunrise and gain at sunset”- A study on the relationship between brand rejection and third-party customer brand evaluation [J] Nankai Business Review. 2021.

5. Mou YP. A case study on the sustainable growth path of Chinese Intangible cultural heritage brands [J] Chinese Journal of Management. 2020.

Projects

1. Coal price fluctuation mechanism and transmission effect research to real economy of our country. Supported by the National Natural Science Foundation of China (Grant No.20BGL091), 170,000 (2020-2023), presided over.

2. Policy system construction research of green low-carbon consumption. Supported by Sub-project of National Social Science Foundation of China (Grant No. 22ZD&137), 100,000 (2022-2027), presided over.

3. Under the context of big data, research on System Mutual Trust Mechanism and Governance Strategy of platform Enterprises. Supported by Social Science Foundation of Department of Education of Jiangsu. (Grant No. 2020SJA1004)，10.000 (2020-2023). Presided.