Hong Li

Office: Xuri Building 610

Email: lihong007@dhu.edu.cn

research interests: consumer behavior


PhD Hong Li is the teacher of Glorious Sun School of Business and Management, Donghua University. She received her doctoral degree from Donghua University in 2011. Her research interests include consumer behavior and brand management. She has published more than 30 academic journal papers, 4 books.


  • 2011  Corporation Management, Management School, Donghua University, Ph.D.

  • 2002  Applied Psychology, Department of Psychology, Zhejiang University, M.A.

  • 1993  Psychology Department, Hunan Normal University, B.S.

Work Experience

  • Since 2002.4    the Glorious Sun School of Business and Management, Donghua University, Associate Professor.

Honors and Awards

  • 2015  second-class reward in Teaching Competition

  • 2012  Consumer Behavior won Shanghai excellent courses


Journal Papers

  • Li, H, & Li, W. (2017). A review and outlook of social media fatigue. Information Science.

  • Li, H., & Yang, S. (2016). Brand intention dynamic framework: New development of brand relationship research. Enterprise Economy, (5): 47-52.

  • Li, H., & Su, S. (2016). Explicit measurement and analysis of brand stereotype of domestic infant milk powder. Knowledge Economy, (5): 70-70.

  • Li, H., & Wang, Y. (2016). Consumer’s confusion about domestic infant milk powder brands, Market Weekly.

  • Li, H., & Zhou, L. (2013). Quantitative distribution and presentation of online reviews of e-commerce websites in China. E-commerce, (1):19-20.

  • Li, H., & Zhang, C. (2013). Content analysis of negative comments based on e-commerce websites in China. E-commerce, (7): 12-13.

  • Shen, L., Li, H., & Du, Q. (2012). International fashion marketing training model based on network platform. Textile and Clothing Education, 27(3): 217-219.

Chapters, Academic Books, and Textbooks

  • Li, H. (2014). Negative Effects of Negative Online Reviews: Mechanism, Recovery and Management, Enterprise Management Press.

  • Li, H., Shen, L., & Zhang, Y. (2012). Evaluation of Fashion brand value in China Market (3): New Pattern of Channel, Tsinghua University Press.

  • Shen, L., Du, Q., Li, H. Yu, J., & Yu, K. (2010). Evaluation of Fashion Brand Value in China market (1): Continental Plate Panorama, Tsinghua University press.

  • Li, H. (2004). Securities Service Marketing, Shanghai University of Finance and Economics Press.

Teaching and Research Projects

  • 2016.01-2019.12  The construction, measurement and formation mechanism of social media burnout, Pre-research project of Donghua University,

  • 2016.1-2018.12  The research of the reversal of consumers’ country of origin stereotypes of domestic infant powder based on regulatory fit theory, Humanities and Social Science Foundation of Ministry of Education.

  • 2012.1-2015.12  Negative effects of negative online reviews, Fundamental Research Funds for the Central Universities,

  • 2011-2014  Study on the life style of new generation migrant workers, National Social Science Foundation of China.

  • 2011.1-2014.12  Research on the arousal of nostalgia consumption and its function mechanism, Humanities and Social Science Foundation of Ministry of Education.

  • 2011.1-2014.12  Network consumption survey on Chinese, National Social Science Foundation of China.

  • 2010.1-2013.12  IWOM information presentation impact on consumers' disposable purchase behavior, Youth Development Foundation of Management School. .

  • 2009.1-2012.12  Shanghai fashion lifestyle and fashion brand building, Fundamental Research Funds for the Central Universities.

  • 2009.1-2012.12  Research on value evaluation of clothing brand in China market, Department of science and technology, Ministry of education.

  • 2006  The strategy of Shanghai well-may company, Shanghai Well-may Compant.

  • 2005.1-2008.12  The influence of webpage background on consumer online shopping decision, Donghua University youth fund project.

  • 2005.1-2008.12  Function and case study of "enterprise university" in science and technology innovation system, Shanghai science and Technology Committee.

  • 2002.1-2005.12  Comparative study on quality of group decision making between CM and FTF, National Natural Science Foundation of China.  


  • Consumer Behavior, Organization Behavior, Network Marketing