Projects per year
Personal profile
Person Types
- Students
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 12 Responsible Consumption and Production
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
Projects
- 1 Finished
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XIPUI Soft Science Programme 2025
Xun, J. (PI), Liang, W. (Team member), Ma, C. (Team member) & Lyu, Q. (Team member)
27/06/25 → 26/09/25
Project: Internal Research Project
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Avatar-Guided Virtual Tourism: Psychological Ownership as a Pathway to Tourism Intention
Ma, C., Xun, J. & Ye, Z., 2026, (Submitted) In: Journal of Vacation Marketing.Research output: Contribution to journal › Article › peer-review
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Avatars as Signals of Innovation: Unpacking the IS Artifact's Role in Building Consumer Trust and Adoption Intention for Metaverse Retailing
Ma, C., Xun, J. & Ye, Z., Mar 2026, (Submitted) In: Information Systems and e-Business Management.Research output: Contribution to journal › Article › peer-review
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Avatars in Digital Marketing
Xun, J., Ma, C. & Liang, W., 19 Jul 2026, The Palgrave Encyclopedia of Cyberpsychology. Palgrave Macmillan Ltd.Research output: Chapter in Book or Report/Conference proceeding › Chapter › peer-review
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Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing
Ma, C., Xun, J. & Ye, Z., 12 Apr 2026.Research output: Contribution to conference › Paper › peer-review
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The role of immersion and digital personas in building customer loyalty in metaverse retailing
Ma, C., Xun, J., Ye, Z. & Hong, Y., 13 Feb 2026, In: Journal of Research in Interactive Marketing. p. 1-23 23 p.Research output: Contribution to journal › Article › peer-review
Activities
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The Relationship Between Avatar and Customer Use Intention: Exploring the Role of Avatars and Psychological Ownership in Virtual Tourism
Ma, C. (Speaker), Xun, J. (Speaker) & Ye, Z. (Speaker)
20 Mar 2026Activity: Talk or presentation › Presentation at conference/workshop/seminar
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The First XJTLU-UoL-XJTU Postgraduate Research Joint Conference & 2025 XJTLU Postgraduate Research Symposium
Ma, C. (Participant), Xun, J. (Participant), Ye, Z. (Participant) & Hong, Y. (Participant)
19 Mar 2025Activity: Participating in or organising an event › Participating in an event e.g. a conference, workshop, …