Liao Yichen Associate Professor Department of Marketing and Tourism Management Email: lyc@whu.edu.cn Phone : +86-27-68753153 PhD, Management, Wuhan University, China MSc,Economics, South-central University For Nationalities, China (1994-1997) B.A., Law, South-central University For Nationalities, China (1988-1992) Curriculum Vitae

TEACHING AND RESEARCH AREAS

Ÿ Teaching courses :Online marketing(undergraduate,54),E-business (undergraduate & graduate,36),E-business and new media marketing(undergraduate,32) ,New technology marketing(graduate,36)

Ÿ Research Areas :Online marketingcommunication

ACADEMIC EXPERIENCE

Ÿ Associate Professor ofDepartment ofMarketing and Tourism Management,Wuhan University,2006 – present

Ÿ Lecturer ofDepartment ofMarketing,2000 –2005

Ÿ Visiting Scholar of Alfred University, USA, 2011-2012

MANAGERAL AND PRACTICAL EXPERIENCE

Ÿ CEO,Wuhan Chenpeng Information & Technology Ltd.,2015-

Ÿ Secretary toCEO,Shenzhen Jinshan Ltd., 1997-2000

Ÿ Founder of the web site cctc.net.cn, 2006-

SELECTED PUBLICATIONS

Journal Papers (International)

Ÿ YC.,LIAO,QL.,ZHAI,J.ZHU,“Does online video-sharing advertising have diffusion gene?”.Int. J.Networking and VirtualOrganizations, Vol. 14,2014, Nos. 1/2

Ÿ YC.,LIAO,CN.,DENG,“Why people participate actively in virtual communities”.Int. J. Chinese Culture and Management, Vol. 3, No. 3,2013

Journal Papers (Domestic)

Ÿ YC.,LIAO,WJ.,DU,MJ.,ZHANG,“Does the placement of inserted advertisement really matter?”Chinese Journal of Management,Vol.4, 2017, pp.561-567

Ÿ YC.,LIAO,SY.,YAN,“The Effect of Coping Strategies on Consumers' Forgiveness under Product Failure”,Social Sciences in Heilongjiang,Vol.4, 2017, pp.68-72

Ÿ YC.,LIAO,QL.,ZHAI,SY.,YAN,“Content or Format, Which is important?A Study on Sharing and Diffusing the Online Video-sharing Advertising”Journal of China University of Geosciences (Social Sciences Edition),Vol.2, 2015, pp.113-121

Ÿ YC.,LIAO,“Information Content Presentation and Trust of C2C Online Store”,Economic Management Journal,Vol.2, 2012, pp.159-165

Ÿ YC.,LIAO,CM.,WANG,“Dilemma of Marketing Communication under Network Many-to-many Information Communication Model”,Electronic Business Journal.,Vol.1,2011, pp.159-165

Conference Papers (International)

Ÿ YC.,LIAO,Y.,LIU,“The Influence of Information Presentation and Online Trust in the C2C Web Store Context”, 2010 International Conference on Management and Service Science.

Textbooks

Ÿ YC.,LIAO,MH.,LIU,Y.,ZHU（2016）Online Marketing.Higher Education Press.

Ÿ YC.,LIAO,LI,HY.,Wilfred,HUANG（2012）Teaching Cases of Marketing.Higher Education Press.

Monography

Ÿ YC.,LIAO（2010），The Experiential Consumption’sPurchaseDecision-making Process and Its Influence Factors，Wuhan University Press.

RESEARCHGRANTS

Government-fundedgrants

Ÿ YC., LIAO. 2010-1012. The relationship betweenInformation Presentation and Online Trustof C2C Web Stores. ItSupported by Ministry of Education of China.

MEMBERSHIPS, CERTIFICATIONS

Ÿ Member of the Marketing Association of China.

Ÿ Member of the Marketing Association of Hubei Province in China.