Master Supervisor, at Yanshan University, China.
Tang Xiaoli is a passionate lecturer and researcher at Yanshan University’s School of Economics and Management in Qinhuangdao, Hebei, China. Holding a PhD in Management Science and Engineering, a Master’s in Business Administration, and a Bachelor’s in Human Resource Management, she began her academic journey by studying at Northeast Agricultural University. Her research delves into consumer behavior, internet marketing, new media marketing, and live-streaming marketing. Fluent in English and Chinese, she has published multiple papers in high-impact SSCI and SCI journals. As a reviewer for renowned international and Chinese journals and member of several editorial boards, Tang’s contributions bridge academia and practice. Her dedication to teaching and research has earned her provincial-level recognition and institutional awards. Energetic, meticulous, and forward-thinking, Tang is committed to driving innovation in marketing science and mentoring future scholars.
Professional Profile
Scopus
🎓 Education
Tang Xiaoli’s academic career includes a PhD in Management Science and Engineering earned in September 2020 from Yanshan University’s School of Economics and Management. Pursuing rigorous research training, she specialized in the intersection of consumer psychology and marketing technologies. Prior to this, she completed a Master’s in Business Administration at the same institution in January 2017, focusing on strategic and behavioral approaches to organizational management. Her academic journey began with a Bachelor’s in Human Resource Management at Northeast Agricultural University in July 2013, where she developed foundational expertise in personnel management and organizational psychology. Her diversified educational background enables her to connect human factors with data-driven marketing strategies. This integration of HR, management, and consumer behavior forms the backbone of her innovative teaching and research. Tang continues to leverage her cross-disciplinary training to explore how modern marketing channels influence psychological and cultural patterns among consumers.
💼 Experience
Since March 2021, Tang Xiaoli has served as a Lecturer at Yanshan University’s School of Economics and Management, where she develops and delivers courses on marketing, consumer behavior, and digital marketing strategies. Between September 2017 and September 2020, she pursued her doctoral studies at the same university, conducting experimental research on live-streaming and consumer responses. From September 2014 to January 2017, she worked as a postgraduate student in Business Administration, engaging in curriculum development and supporting departmental research. Her professional experiences at Yanshan University have included supervising master’s students, participating in cross-disciplinary research teams, and organizing academic seminars. She has also reviewed manuscripts for international journals and served on Chinese academic editorial boards. Her engagement extends beyond academia to include regional conferences such as the Beijing-Tianjin-Hebei Economic and Financial Innovation and Development Forum, where she earned a best paper award. Tang’s commitment ensures that her teaching is informed by cutting-edge research and practical insights.
🔬 Research Interests
Tang Xiaoli’s research focuses on four interrelated areas: consumer behavior, internet marketing, new media marketing, and live-streaming marketing. With a particular emphasis on the psychological impact of technological stimuli—such as celebrity co-streamers, background visuals, eye-tracking, and event-related potentials—her work bridges quantitative methods and behavioral theory. She investigates how factors like scarcity promotions and streamer characteristics influence emotions, trust, attention, and purchase intention. By applying sensory marketing, S-O-R (stimulus–organism–response), cognitive appraisal, and ERP techniques, she uncovers mechanisms underlying impulsive decisions in digital commerce. Her approach contributes to both theory and practice, offering guidance for improving live-streaming design and streamer selection. Tang also studies scarcity messaging, background complexity, and promotional techniques in online retail, aiming to provide firms actionable strategies for enhancing consumer engagement and conversion rates. Her multi-method research—including eye-tracking experiments and neurological measures—advances knowledge at the intersection of marketing and consumer neuroscience.
🏆 Awards and Honors
Tang Xiaoli has received multiple distinguished awards: In the 2020–2021 academic year, her doctoral research was recognized as an Excellent Doctoral Dissertation by Hebei Province. In the 2023–2024 academic year, she was honored as an Excellent Instructor at Yanshan University for outstanding teaching and mentorship. Additionally, her collaborative paper earned the Outstanding Paper Third Prize at the 6th Beijing‑Tianjin‑Hebei Economic and Financial Innovation and Development Forum (2022). These accolades reflect her excellence in research, teaching, and regional scholarly contribution. They highlight her leadership in guiding students, producing high-impact publications in top-tier journals, and contributing to local academic development. Collectively, these awards underscore her dual strengths in research innovation and educational impact.
📚 Top Noted Publications
Tang Xiaoli has authored numerous influential studies in SSCI- and SCI-indexed journals. Notably:
1. Tang, X., Hao, Z., & Li, X.
Title: The effect of celebrity co‑streamer type on consumer behaviors in live‑streaming
Journal: Journal of Consumer Behaviour
Status: Online ahead of print, published June 16, 2025
DOI/URL: [To be assigned upon print]
Summary: Examines how different types of celebrity co-streamers influence consumer behavior during live streaming.
2. Tang, X., Hao, Z., & Li, X.
Title: Effect of celebrity co‑streamer type on consumer behavior in live‑streaming: Evidence from event‑related potentials
Journal: Current Psychology
Status: Accepted May 21, 2025 (in press)
DOI/URL: [To be assigned]
Summary: Neuroscientific study using event-related potentials (ERP) to investigate consumer reactions to celebrity co-streamers.
3. Tang, X., Shao, F., & Zhang, Y.
Title: Influence mechanism of scarcity promotion on future-oriented emotions and impulse buying intention
Journal: Asia Pacific Journal of Marketing and Logistics
Status: Accepted April 27, 2025 (in press)
DOI/URL: [To be assigned]
Summary: Explores how scarcity marketing influences consumers’ future-oriented emotions and impulsive buying tendencies.
4. Tang, X., Hao, Z., & Li, X.
Title: The influence of streamers’ physical attractiveness on consumer response behavior: based on eye-tracking experiments
Journal: Frontiers in Psychology
Volume: 14
Article: 1297369
Published: January 12, 2024
DOI: 10.3389/fpsyg.2023.1297369
URL: frontiersin.org/articles/10.3389/fpsyg.2023.1297369/full
Summary: Eye-tracking study analyzing how the physical attractiveness of live streamers affects consumer behavior.
5. Tang, X., Li, X., & Hao, Z.
Title: Impact of live background visual complexity on consumer purchase intention: An eye-tracking study
Journal: Asia Pacific Journal of Marketing and Logistics
Volume: 36
Issue: 10
Pages: 2539–2557
Published: April 2024
DOI: 10.1108/APJML-01-2024-0087 (example DOI, please verify)
URL: researchgate.net
Summary: Investigates how visual complexity in live streaming backgrounds influences consumer purchase intention via eye-tracking data.
6. Tang, X., & Song, Z.
Title: Reviewer profile photo effect on purchase decision: evidence from event-related potentials
Journal: Advances in Cognitive Psychology
Volume: 17
Issue: 1
Pages: 2–13
Published: 2021
DOI: 10.5709/acp-0316-5
Summary: ERP study showing how reviewer profile photos impact consumers’ purchase decisions online.
7. Tang, X., & Song, Z.
Title: Neurological effects of product price and evaluation on online purchases based on event-related potentials
Journal: Neuroscience Letters
Volume: 704
Pages: 176–180
Published: 2019
DOI: 10.1016/j.neulet.2019.03.035
Summary: Examines how product price and evaluation influence neural responses during online shopping.
Conclusion
Tang Xiaoli demonstrates outstanding qualifications and achievements in both research quality and quantity. Her strong publication record, particularly in high-impact SSCI journals, coupled with significant academic service and awards, clearly establishes her as a leading young researcher in the field of consumer and internet marketing. The candidate’s innovative research methods and focus on contemporary marketing issues highlight a promising future trajectory.