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Electronic Commerce


Huang Lijuan


Highest degree: PhD

College with the highest degree:Xidian University

The first-level disciplines:Management Science and Engineering


Position:Dean of E-commerce Department

Office phone:


Main research directions

E-commerce; Internet user behavior; Mobile marketing


2008-2020,Linear Algebra

2017-2020,Management communication

2006-2012,Operational Research

2012-2020,E-commerce Law


1999.9-2003.7,Xidian University,School of Economics and Management,Information management and Information Systems,Bachelor of Management

2003.9-2006.3,Xidian University,School of Economics and Management,Management Sciences and Engineering,Master of Management

2012.9-2019.6,Xidian University,School of Economics and Management,Management Sciences and Engineering,Doctor of Management

Work Experience

2006.03-present,Xidian University,Teacher


2018,Shaan xi prize for outstanding achievement in Philosophy and social science, the third prize

2020,Shaan xi prize for progress in Science and technology, the third prize.

Paper Publishing

HUANG LIJUAN, JIALIN, SONG JIAHE, Antecedents of User Stickiness and Loyalty and Their Effects on Users’ Group-buying Repurchase Intention, 21st Americas Conference on Information Systems(AMCIS), Puerto Rico, 2015, August (EI:20161602257387)

Huang, L. J., Mou, J., Koong K. and Du, Y. P.. An Investigation of Perceived Value Dimensions: Implications for Mobile Marketing Research, International Journal of Mobile Communications. 2019, 17(6): 641-681. IF=1.742. (SSCI:000488977900001)

Li, C. X., Huang, L. J., Li, L. Z., Qi, Z. Q. (2018). Bibliometric analysis of social commerce research. In Proceedings of The 18th International Conference on Electronic Business. ICEB, Guilin, GNU, December 2-6: pp123-133. (EI:20190906545466)

Huang, L. J., Mou, J.,See-To, E. W. K., Kim, J. (2019). Consumer Perceived Value Preferences for Mobile Marketing in China: A Mixed Method Approach. Journal of Retailing and Consumer Services. 48: 70-86. IF=3.585. (SSCI:000460925300008)

Huang, L. J. (2018). Research on the construction of tourism micro-blog marketing evaluation system under the background of big data age. CHIMICA OGGI-CHEMISTRY TODAY, 36(6):1477-1479. (SCI: WOS 000456610100456)

Jia, L., Huang, L. J., Yan, Z. J. et al. (2019) The Importance of Policy to Effective IM Use and Improved Performance, Information Technology & People, 33(1): 180-197. IF: 1.263. (SSCI:000506929600001)  


Research on Customer Perceive Value in the context of Mobile Marketing—from the perspectives of consumers and enterprises(16YJC630038),Humanities and Social Sciences Program of the Ministry of Education,2016.9-2020.10,host(1/6)

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