معرفی
Sheng Dongfang serves as an Associate Professor and master's supervisor at Shandong University's School of Management, recognized as a Young Scholar of the Future Program. He holds leadership roles including Director of the Information Systems Engineering Committee (Chinese Society for Systems Engineering) and Director of the Shandong Provincial Library Association, while acting as a correspondence reviewer for the National Natural Science Foundation of China.
His research centers on AI-generated content, information sharing dynamics, human-intelligence interaction frameworks, and online public opinion analysis. Recent work employs meta-analytic structural equation modeling to dissect service robot anthropomorphism in tourism contexts and user trust mechanisms in chatbot adoption, revealing critical mediation pathways through perceived competence/warmth and cultural moderators.
Funded by the National Social Science Foundation of China (Grant 23BTQ086), his projects include National Natural Science Foundation Youth Projects and Ministry of Education Humanities Fund initiatives. With over ten SCI/SSCI/CSSCI publications, he actively mentors undergraduates through Shandong University's talent cultivation system, resulting in high-impact co-authored papers in Current Issues in Tourism (JCR Q1) and Journal of Electronic Commerce Research.
