Zhao Haichuan
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Prof. Haichuan Zhao is an Associate Professor of Marketing, School of Management, at Shandong University. His research interests include trust repair, online review, online shopping cart, brnad community, social media marketing. His publication has appeared in  journals such as Journal of  Interactive Marketing,Computers in Human Behavior, Economic Modelling, Asian Business and Management, Information Development, among others.


Ph.D. Marketing, City University of Hong Kong, Kowloon, Hong Kong, 2016

Ph.D. Management Science and Engineering, College of Business, University of Science and Technology of China, Anhui, 2016




Ji Wu#*, Haichuan Zhao#* (equal contribution ,co-corresponding author), Haipeng Chen#,“Coupons or free shipping? Effects of price promotion strategies on online review ratings”Information Systems Research,  (UTD24, FT50, Accepted)

Haichuan Zhao#* (equal contribution ,co-corresponding author), Xuehua Wang#*, Lan Jiang,“To purchase or to remove? Online shopping cart warning pop-up messages can polarize liking and purchase intention”, Journal of Business Research, (SSCI, Q1, Accepted)

Haichuan Zhao#* (corresponding author), Lan Jiang, Chenting Su,  To defend or not to defend? How responses to negative customer review affect prospective customers' distrust and purchase intention”, Journal of Interactive Marketing,  2020 (SSCI, Q1)

Di Cai , Jia Liu, Haichuan Zhao* (corresponding author),Mingyu Li, “Could social media help in newcomers’ socialization? The moderating effect of newcomers’ utilitarian motivation”, Computers in Human Behavior, 2020 (SSCI, Q1)

Haichuan Zhao#, Cheng Xian, Xingyuan Wang, Chunqing  Qin. "Do Brand Micro-blogs Entities’ Interactivity Enhance Customer’s Brand Resonance? Evidence from China." Asian Business & Management,  2019.  (SSCI)

赵海川#,秦春青,Xiaolei Su, "潜水还是交互?印象管理视角下的品牌微博顾客参与类型影响因素研究珞珈管理评论,2019.09 (CSSCI)

Haichuan Zhao#. "Information quality or entities’ interactivity? Understanding the determinants of social network-based brand community participation."  Future Internet,  2019. (EI)

Cheng Xian, Haichuan Zhao*(corresponding author). "Modeling, analysis and mitigation of contagion in financial systems".  Economic Modelling,  2019.  (SSCI)

Haichuan Zhao#, Chenting Su, Zhongsheng Hua,“ Investigating Follower’ s Continual Intention to Follow a Brand Micro-blog: Perceived Value and Social Identification”, Information Development, 2016. (SSCI)

Haichuan Zhao#, Chenting Su,Zhongsheng Hua“ To Participate or not to Participate in a Brand Micro-blog : Facilitators and Inhibitors of Brand Micro-blog Participation Intention” , Information Development, 2016. (SSCI)

Conference Papers

Haichuan Zhao, Lan Jiang, Chenting Su, and Zhongsheng Hua(2015) ,"Apology Or Denial? How Stability Attribution Affects Consumer Distrust Towards the Firm", in NA -Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research.

Haichuan Zhao, Lan Jiang, Chenting Su, Zhongsheng Hua, “The effects of social accounts on negative reviews in e-commerce: A stability attribution perspective”, AMA2015 Summer Marketing Educators’ Conference

Haichuan Zhao, Lan Jiang, Chenting Su, “ Remove the shadow of distrust in ecommerce: Apology or denial?” , 中国国际市场营销年会( CMIC), 2015 ISTP (CPCI)

Haichuan Zhao, Lan Jiang, Chenting Su, Zhongsheng Hua, “Mitigating customer distrust in e-commerce: A stability attribution perspective”, AMA 2015 Winter MarketingEducators’ Conference

Haichuan Zhao, Lan Jiang, Chenting Su, “Remove signs of distrust after a negative review emerge in E-commerce”, 中国国际市场营销年会( CMIC), 2014 ISTP (CPCI)

Xian Cheng, Stephen Shaoyi Liao, Haichuan Zhao, Xinbo Sun, Zhongsheng Hua, Yujing Xu, “A Study of Financial Contagion in Interbank System” Hawaii International Conference on System Sciences, HICSS-49: January 5-8, 2016

Haichuan Zhao, Xian Cheng, Chunqing Qin“Brand Community Engagement: a Comparison Between SEM and Fuzzy-set Qualitative Comparative Analysis”8th  Annual American Business Research Conference, 2016,    获得最佳会议论文奖

    Research Grants

    国家自然科学基金项目:在线购物车刺激策略对消费者购买行为和口碑的影响机制研究 (主持)

    教育部人文社科项目 :电商企业如何消除负面口碑引起的消费者不信任:基于稳定归因和可控性归因视角  (主持)

  • Education Background
  • Work Experience
2011-9 | 2016-10
  • 香港城市大学
  • 市场营销
  • Doctoral Degree in Philosophy

2010-9 | 2016-6
  • 中国科学技术大学
  • 管理科学与工程
  • Doctoral Degree in Management

2006-9 | 2010-6
  • 山东科技大学
  • 工商管理
  • Bachelor's Degree in Management

  • Social Affiliations
  • Research Focus
Personal information

Associate Professor
Supervisor of Doctorate Candidates

Gender : Male

Alma Mater : City University of Hong Kong

Education Level : Postgraduate (Doctoral)

Degree : Doctoral Degree in Philosophy

Status : Employed

School/Department : Marketing Department, School of Management

Date of Employment : 2016-07-16


Email : 201699000054@sdu.edu.cn

Honors and Titles:

山东大学第二届人文社科青年成果奖  2022-12-20

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