Web Access Research Portal

Researcher: Bai, X (Dr Marcus Bai)

Fields of Research

Marketing communications
Consumer-oriented product or service development

Research Objectives


Career Best Publications

Research Publications

A unified perspective on the factors influencing consumer acceptance of internet of things technology; Asia Pacific Journal of Marketing and Logistics
An empirical study on continuance intention of mobile social networking services: Integrating the IS success model, network externalities and flow theory; Asia Pacific Journal of Marketing and Logistics
Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China; Journal of Retailing and Consumer Services
Understanding consumers' continuance intention towards mobile purchase: A theoretical framework and empirical study - A case of China; Computers in Human Behavior
Understanding Sustained Participation in Virtual Travel Communities from the Perspectives of Is Success Model and Flow Theory; Journal of Hospitality and Tourism Research

Research Projects

Research Candidate Supervision