Name: Chang Yaping

Professor in School of Management

Phone: 86-27-87558160


Academic Areas: Department of Marketing

Research Interest

Internat Marketing, Consumer Behavior,Integration Comunication,Marketing Strategy


Doctor--Marketing--Huazhong University of Science and Technology--2003

Master--Management--Wuhan University--1992

Bachelor--Textile Engineering--Wuhan Textile University--1984

Oversea Study and Visit

Visiting Scholar,Emory University,USA,-

Academic Memberships

Honours and Awards

Honours and Awards

[1] Zhu Dong Hong, *Chang, Ya Ping. Negative Publicity Effect of the Business Founder's Unethical Behavior on Corporate Image: Evidence from China. Journal of Business Ethics, 2013, 117(1):111-121 (SSCI, Corresponding author)

[2] Zhu, Dong Hong, *Chang, Ya Ping, Luo, Jian Jun, Li, Xin. Understanding the adoption of location-based recommendation agents among active users of social networking sites, Information Processing and Management,2014,50(5):675-682 (SSCI, Corresponding author)

[3] Chang, Ya Ping, Xuebing Dong and Wei Sun.Influence of characteristics of the Internet of Thing on consumer purchase intention. Social Behavior and Personality, 2014,42(2):321-330(SSCI)

[4] Zhu, Dong Hong, *Chang, Ya Ping. Investigating consumer attitude and intention toward free trials of technology-based services. Computers in Human Behavior, 2014, 30(1): 328–334(SSCI, Corresponding author)

[5] Zhu, Dong Hong, *Chang, Ya Ping. Understanding motivations for continuance intention of online communities in China: A comparison of active users of social networking sites and virtual communities. Information Development, 2014, 30(2): 172-180(SSCI, Corresponding author)

[6] Chang, Ya Ping, *Zhu, Dong Hong, The role of perceived social capital and flow experience in building users' continuance intention to social networking sites in China, Computers in Human Behavior, 2012, 28(3), 995-1001 (SSCI)

[7] Chang, Ya Ping, *Zhu, Dong Hong, Understanding social networking sites adoption in china: a comparison of pre-adoption and post-adoption. Computers in Human Behavior, 2011, 27(5), 1840-1848(SSCI)

[8] Chang, Ya Ping, *Zhu, Dong Hong, Wang, Simon Hao, The influence of online game service quality on loyalty: an empirical study of MMORPGs, Social Behavior and Personality, 2011, 39(10), 1297-1302(SSCI)

[9] *Chang, Ya Ping, Yan, Jun, Luo, Jin, Zhang, Jin Long, Online in-game advertising effect: examining the influence of match between games and advertising, Journal of Interactive Advertising, 11(1), 63-73, 2010(ABI、EBSCO)

[10] Chang Ya-Ping, Yan Jun. Benz Car Destroyed in China---A Case of Cross-Cultural Marketing,Journal of Euromarketing,2002,Vol. 12,No. 2,71-86.(ABI、EBSCO)