师资队伍

教授简介

王琤

王琤WANG Cheng

市场营销学副教授
iMBA项目学术主任

王琤博士现任浙江大学国际联合商学院副教授,曾在纽卡斯尔大学、杜伦大学、西交利物浦大学担任教职。主要研究领域是服务营销与管理,具体研究兴趣聚焦在消费者对创新服务技术的接受与采纳。研究成果发表在Journal of the Academy of Marketing Science、 Journal of Service Research等国际学术期刊上。

教育背景

· 2012.7,澳大利亚新南威尔士大学,哲学博士(市场营销专业)
· 2007.1,澳大利亚新南威尔士大学,哲学硕士(市场营销专业)
· 2004.7,复旦大学,管理学学士(市场营销专业)

工作经历

· 2021.9 至今,浙江大学,副教授
· 2015.8-2021.8,西交利物浦大学,助理教授
· 2013.10-2015.8,英国杜伦大学,讲师
· 2012.10-2013.10,英国纽卡斯尔大学,讲师

研究方向

· 服务营销与管理
· 服务技术创新与采纳

论文发表

学术期刊

· Markus Blut, Cheng Wang, Nancy V. Wünderlich, and Christian Brock (2021), “Understanding Anthropomorphism in Service Provision: A Meta-Analysis of Physical Robots, Chatbots, and Other AI”, Journal of the Academy of Marketing Science,49 (4), 632-658.
· Markus Blut and Cheng Wang(2020), “Technology Readiness: A Meta-Analysis of Conceptualizations of the Construct and Its Impact on Technology Usage”, Journal of the Academy of Marketing Science, 48 (4), 649-669.
· Cheng Wang(2017), “Consumer Acceptance of Self-Service Technologies: An Ability-Willingness Model”, International Journal of Market Research, 59 (6), 787-802.

· Cheng Wang,Jennifer Harris, and Paul Patterson (2017), “Modeling the Habit of Self-Service Technology Usage”, Australian Journal of Management, 42 (3), 462-481.
· Markus Blut, Cheng Wang, and Klaus Schoefer (2016), “Factors Influencing the Acceptance of Self-Service Technologies: A Meta-Analysis”, Journal of Service Research, 19 (4), 396-416.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2013), “The Roles of Habit, Self-Efficacy, and Satisfaction in Driving Continued Use of Self-Service Technology: A Longitudinal Study”, Journal of Service Research, 16 (3), 400-414.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2012), “Customer Choice of Self-Service Technology: The Roles of Situational Influences and Past Experience”, Journal of Service Management, 23 (1), 54-78.

学术会议

· Wenting Zhang and Cheng Wang(2020), “Customer Forgiveness Following Service Failure and Recovery”, the 49th European Marketing Academy Conference, Budapest, Hungary.
· Bojing Cao and Cheng Wang(2018), “The Elderly’s Acceptance of Healthcare Self-Service Technologies”, the 2018 ANZMAC Conference, Adelaide, Australia.
· Qingwei Du and Cheng Wang(2017), “Impact of Content Features on Social Media Engagement”, the 2017 ANZMAC Conference, Melbourne, Australia.
· Cheng Wang(2016), “Consumer Acceptance of Self-Service Technologies: An Ability-Willingness Model”, the 2016 ANZMAC Conference, Christchurch, New Zealand.
· Qunchao Li and Cheng Wang(2015), “Product Placement Efficacy in Television Drama: The Roles of Presentation Modes and Brand Familiarity”, the 2015 ANZMAC Conference, Sydney, Australia.
· Youyou Jingand Cheng Wang (2015), “The Effectiveness of Different Types of Spokesperson in Hedonic vs. Utilitarian Service Advertising”, the 14th International Research Symposium on Service Excellence in Management, Shanghai, China.
· Cheng Wang(2014), “Customer Recovery from Self-Service Failure: An Attribution-Emotion Model”, the 23rd Frontiers in Service Conference, Miami, USA.
· Cheng Wangand Qin Zhang (2014), “Controllable Antecedents to Boosting Word-of-Mouth on Social Media: Empirical Evidence from Twitter”, the 43rd European Marketing Academy Conference, Valencia, Spain.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2013), “Modeling Habit Formation in a Self-Service Technology (SST) Usage Context”, the 22nd Frontiers in Service Conference, Taipei, Taiwan.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2009), “Situational Influences in the Choice of Self-Service in a Multi-Channel Retail Context”, the 2009 ANZMAC Conference, Melbourne, Australia.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2007), “An Integrated Model of Intentions to Adopt Self-Service Technologies (SSTs): The Moderating Effects of Personality Traits”, the 2007 ANZMAC Conference, Dunedin, New Zealand.
· Jennifer Harris and Cheng Wang(2006), “A Contingency Model of the Satisfaction Formation Process: Empirical Evidence from China’s Mobile Phone Services”, the 2006 ANZMAC Conference, Brisbane, Australia.

科研基金

· 国家自然科学基金面上项目,项目参与者,项目名称:新能源汽车的采纳与扩散研究:基于电动化、共享化和智能网联化的融合视角,项目经费:48万元,起止年月:2020-2023
· 国家自然科学基金青年项目,项目参与者,项目名称:基于共享旅游视角的顾客契合机制研究,项目经费:18.1万元,起止年月:2019-2021
· 西交利物浦大学科研基金,项目主持人,项目名称:The Impact of Servicescape on Work Effectiveness: A Longitudinal Study,项目经费:7.95万元,起止年月:2018-2021
· 西交利物浦大学西浦国际商学院科研基金,项目主持人,项目名称:Customer Recovery from Self-Service Failure: A Cognitive-Affective Model,项目经费:2.8万元,起止年月:2016-2017

授课情况

· 营销学基础
· 营销管理
· 国际营销
· 中国营销专题

获奖情况

· 2019.12,西交利物浦大学西浦国际商学院优秀科研奖
· 2017.10,西交利物浦大学西浦国际商学院院长奖(科研)
· 2017.6,Journal of Service Research最佳论文奖
· 2009.2,Fisher IMS & AMA SERVSIG Dissertation Proposal  Competition荣誉提名奖

学术期刊

· Markus Blut, Cheng Wang, Nancy V. Wünderlich, and Christian Brock (2021), “Understanding Anthropomorphism in Service Provision: A Meta-Analysis of Physical Robots, Chatbots, and Other AI”, Journal of the Academy of Marketing Science,49 (4), 632-658.
· Markus Blut and Cheng Wang(2020), “Technology Readiness: A Meta-Analysis of Conceptualizations of the Construct and Its Impact on Technology Usage”, Journal of the Academy of Marketing Science, 48 (4), 649-669.
· Cheng Wang(2017), “Consumer Acceptance of Self-Service Technologies: An Ability-Willingness Model”, International Journal of Market Research, 59 (6), 787-802.

· Cheng Wang,Jennifer Harris, and Paul Patterson (2017), “Modeling the Habit of Self-Service Technology Usage”, Australian Journal of Management, 42 (3), 462-481.
· Markus Blut, Cheng Wang, and Klaus Schoefer (2016), “Factors Influencing the Acceptance of Self-Service Technologies: A Meta-Analysis”, Journal of Service Research, 19 (4), 396-416.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2013), “The Roles of Habit, Self-Efficacy, and Satisfaction in Driving Continued Use of Self-Service Technology: A Longitudinal Study”, Journal of Service Research, 16 (3), 400-414.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2012), “Customer Choice of Self-Service Technology: The Roles of Situational Influences and Past Experience”, Journal of Service Management, 23 (1), 54-78.

学术会议

· Wenting Zhang and Cheng Wang(2020), “Customer Forgiveness Following Service Failure and Recovery”, the 49th European Marketing Academy Conference, Budapest, Hungary.
· Bojing Cao and Cheng Wang(2018), “The Elderly’s Acceptance of Healthcare Self-Service Technologies”, the 2018 ANZMAC Conference, Adelaide, Australia.
· Qingwei Du and Cheng Wang(2017), “Impact of Content Features on Social Media Engagement”, the 2017 ANZMAC Conference, Melbourne, Australia.
· Cheng Wang(2016), “Consumer Acceptance of Self-Service Technologies: An Ability-Willingness Model”, the 2016 ANZMAC Conference, Christchurch, New Zealand.
· Qunchao Li and Cheng Wang(2015), “Product Placement Efficacy in Television Drama: The Roles of Presentation Modes and Brand Familiarity”, the 2015 ANZMAC Conference, Sydney, Australia.
· Youyou Jingand Cheng Wang (2015), “The Effectiveness of Different Types of Spokesperson in Hedonic vs. Utilitarian Service Advertising”, the 14th International Research Symposium on Service Excellence in Management, Shanghai, China.
· Cheng Wang(2014), “Customer Recovery from Self-Service Failure: An Attribution-Emotion Model”, the 23rd Frontiers in Service Conference, Miami, USA.
· Cheng Wangand Qin Zhang (2014), “Controllable Antecedents to Boosting Word-of-Mouth on Social Media: Empirical Evidence from Twitter”, the 43rd European Marketing Academy Conference, Valencia, Spain.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2013), “Modeling Habit Formation in a Self-Service Technology (SST) Usage Context”, the 22nd Frontiers in Service Conference, Taipei, Taiwan.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2009), “Situational Influences in the Choice of Self-Service in a Multi-Channel Retail Context”, the 2009 ANZMAC Conference, Melbourne, Australia.
· Cheng Wang,Jennifer Harris, and Paul Patterson (2007), “An Integrated Model of Intentions to Adopt Self-Service Technologies (SSTs): The Moderating Effects of Personality Traits”, the 2007 ANZMAC Conference, Dunedin, New Zealand.
· Jennifer Harris and Cheng Wang(2006), “A Contingency Model of the Satisfaction Formation Process: Empirical Evidence from China’s Mobile Phone Services”, the 2006 ANZMAC Conference, Brisbane, Australia.

· 国家自然科学基金面上项目,项目参与者,项目名称:新能源汽车的采纳与扩散研究:基于电动化、共享化和智能网联化的融合视角,项目经费:48万元,起止年月:2020-2023
· 国家自然科学基金青年项目,项目参与者,项目名称:基于共享旅游视角的顾客契合机制研究,项目经费:18.1万元,起止年月:2019-2021
· 西交利物浦大学科研基金,项目主持人,项目名称:The Impact of Servicescape on Work Effectiveness: A Longitudinal Study,项目经费:7.95万元,起止年月:2018-2021
· 西交利物浦大学西浦国际商学院科研基金,项目主持人,项目名称:Customer Recovery from Self-Service Failure: A Cognitive-Affective Model,项目经费:2.8万元,起止年月:2016-2017