Projects per year
Personal profile
Personal profile
Dr. Nakaya Kakuda (韦中杰）is an assistant professor of marketing at International Business School Suzhou (IBSS) of Xian Jiaotong-Liverpool University (XJTLU). His current research interests include consumer novelty perception, online word-of-mouth, and the impact of consumer traits on decision making.https://scholar.google.com/citations?hl=enuser=A3ZSBO4AAAAJ
Research interests
Innovaiton Adoption
Information Processing
Cosnuemr Psychology
Consumer Behavior
Experience
Assistant Professor of IOM -XJTLU- 2022 to Present
Awards and honours
PhD Teaching Award, Department of Marketing- City Univeristy of Hong Kong- 2022
Education/Academic qualification
BA, University of British Columbia - 2009
MBA, Simon Fraser University - 2015
PhD, City University of Hong Kong - 2022
Research areas
- Marketing
- Consumer psychology
- Consumer behavior
- AI interaction
- Pro-enviromental Behavior
- Sensory marketing
- Personality Traits
- Creativity
- Innovation Adoption and Diffusion
- Information processing
Person Types
- Staff
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 9 Industry, Innovation, and Infrastructure -
SDG 12 Responsible Consumption and Production
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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Research on the Impact of Generative AI on Investment Decision-Making Mechanisms and Risk Governance
Si, S. (PI), Kakuda, N. (Team member) & Zheng, J. (Team member)
30/01/26 → 30/08/27
Project: Collaborative Research Project
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Detecting AI-Generated Data in Student Research: A Statistical and Machine Learning Approach.
Si, S. (PI), Kakuda, N. (CoPI) & So, T. K. L. (Team member)
1/03/25 → 1/03/27
Project: Internal Research Project
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Unveiling the Spice of Innovation Exploring Gustatory Sensations and Product Evaluation and Pro-environmental Behaviors
Kakuda, N. (PI)
1/01/25 → 31/12/27
Project: Internal Research Project
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Packaging Design and Localization of New Zealand Products Exported to the Chinese Market.
Si, S. (PI), Kakuda, N. (CoPI), Li, Y. (Team member), Kahiya, E. (Team member) & Young, E. (Team member)
1/11/24 → 1/11/26
Project: Internal Research Project
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IBSSDF-0824-71: AI Interaction, Novelty Perception, and AI Design: Unraveling their Collective Impact on Sustainable Consumer Behavior
Kakuda, N. (PI)
29/08/24 → 1/09/27
Project: Internal Research Project
Research output
- 4 Article
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Too Smart for Comfort? How Neural Inference Depth Shapes Consumer Adoption of Brain-Computer Interfaces
Zhao, N., Hazrul Nik Hashim, N. M., Liu, Z., Kakuda, N. & Si, S., 1 Jan 2027, In: Journal of Retailing and Consumer Services. 94Research output: Contribution to journal › Article › peer-review
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Charging the Soul: Tailoring Five Experiential Marketing Dimensions to Harness the Electric Vehicle's Appeal Across Different Psychological Traits
Zhao, N., Hazrul Nik Hashim, N. M., Kakuda, N. & Si, S., Sept 2025, In: Technology in Society. 82, September 2025, 102902.Research output: Contribution to journal › Article › peer-review
4 Citations (Scopus) -
Crafting Global Green Consumption: The Role of Personality Traits and Experiential Marketing in the Beverage Industry
Zhao, N., Hashim, N. M. H. N., Kakuda, N. & Si, S., 12 May 2025, In: Journal of Global Information Management. 33, 1Research output: Contribution to journal › Article › peer-review
Open Access3 Citations (Scopus) -
To be or not to be equal: the impact of pride on brands associated with dissociative out-groups
Lu, Y., Wang, Z., Yang, D. & Kakuda, N., 6 Jan 2022, In: Journal of Product and Brand Management. 31, 1, p. 127-148 22 p.Research output: Contribution to journal › Article › peer-review
13 Citations (Scopus)
Activities
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Multiagent Debate and Consumer Persuasion in AI-Generated Marketing Content
Lin, Z. (Supervisor) & Kakuda, N. (Co-supervisor)
31 Aug 2026Activity: Supervision › Completed SURF Project
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Consumers' Acceptance and Use of Agentic AI in Food-delivery Ordering
Kakuda, N. (Supervisor) & Si, S. (Co-supervisor)
31 Aug 2026Activity: Supervision › Completed SURF Project
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When AI Speaks for Us
Kakuda, N. (Supervisor), Si, S. (Co-supervisor) & Lin, Z. (Co-supervisor)
31 Aug 2026Activity: Supervision › Completed SURF Project
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Consumer Preferences for AI-Assisted Traditional Chinese Medicine Wellness Services: A Discrete Choice Experiment in China
Si, S. (Supervisor) & Kakuda, N. (Co-supervisor)
31 Aug 2026Activity: Supervision › Completed SURF Project
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From Uniforms to 'Racer Suits': Analyzing the Role of Branding in Reducing Occupational Stigma and Enhancing Rider Performance
Si, S. (Supervisor) & Kakuda, N. (Co-supervisor)
31 Aug 2026Activity: Supervision › Completed SURF Project