معرفی
Dr. Lili Zheng is a Professor and Researcher in Marketing at Excelia, La Rochelle, France, specializing in consumer behavior in the digital age, technology adoption, and digital business transformation. Her work bridges academic research and practical applications in digital marketing and e-commerce.
Her educational credentials include:
- Habilitation à diriger des recherches (HDR), Sciences de Gestion, Université Paris Nanterre (2022)
- PhD in Management Sciences, Marketing, Université de Grenoble (2013)
- Master of Science in Marketing, Université de Rennes 1 (2010)
Professor Zheng's research centers on consumer psychology in digital environments, examining how emotions, cultural factors, and risk perception influence online decision-making, satisfaction, and loyalty. Her methodologies integrate cross-cultural comparative studies with advanced survey techniques, yielding insights applicable to global e-commerce strategies and technology design. Recent work explores AI-driven gamification in cultural institutions and mobile application engagement dynamics.
Her publication trajectory (2014-2025) reveals evolving focus from foundational cross-cultural risk perception studies to contemporary investigations of AI in museums and mobile app psychology, consistently emphasizing emotional drivers in digital consumer behavior across diverse contexts including banking, tourism, and recycling.
She has received significant recognition including:
- Eiffel France Excellence Scholarship
- China Excellence Scholarship
- Mobility grant from Auvergne-Rhône-Alpes Region
Professor Zheng actively supervises doctoral research on blue tourism and mobile payment adoption while coordinating international projects with institutions like UQAM. She serves on scientific committees for conferences including IBIMA and co-organizes the International AI Research Day, demonstrating leadership in knowledge dissemination. Her editorial contributions to journals like Journal of Business Research and conference proceedings further establish her influence in marketing sciences.
As a member of AIM, FNEGE, AFM, and AFREN, she actively shapes research discourse through peer review and collaborative initiatives focused on digital transformation in business contexts.
