Rate My Professor Yongfu He

Dr. Yongfu He is a Senior Lecturer in the Department of Marketing, Monash Business School, within the Faculty of Business and Economics at Monash University, where he also holds the position of Program Director for the Bachelor of Commerce. He obtained his PhD from the University of Alberta in 2008. His academic research utilizes quantitative methods to explore key areas such as consumer behaviour in online auctions, consumer learning processes, pricing and promotional strategies, decision-making in online retailing environments, the influence of online reviews, and the integration of social media in marketing practices.

Yongfu He has produced nine peer-reviewed research outputs. His highly cited works include 'See how much we’ve sold already! Effects of displaying sales and stock level information on consumers’ online product choices' published in the Journal of Retailing in 2018 with Harmen Oppewal (92 citations), 'Empirical testing of the reference-price effect of buy-now prices in internet auctions' in the Journal of Retailing in 2009 with Peter T.L. Popkowski Leszczyc and Chen Qiu (88 citations), 'The role of explanations and metadiscourse in management responses to anger-reviews versus anxiety-reviews: the mediation of sense-making' in the International Journal of Hospitality Management in 2020 with Chunyu Li and Geng Cui (29 citations), 'The impact of jump bidding in online auctions' in Marketing Letters in 2013 with Peter T.L. Popkowski Leszczyc (16 citations), 'How manufacturer brand erosion shapes consumer assortment perceptions' in Asia Pacific Journal of Marketing and Logistics in 2020 with Chunyu Li, Ling Peng, and Di Yuan (11 citations), and the recent 'No worries, eBay: displaying sales level information does not increase consumer price sensitivity' in the European Journal of Marketing in 2023 with Harmen Oppewal, Yuho Chung, and Ling Peng (3 citations). Additionally, in 2012, he was awarded a research grant from the Faculty of Business and Economics for the project 'Aggressive and cautious bidding strategies and their effects in online auctions,' conducted with Dr. P. Popkowski Leszczyc. Through these contributions, Yongfu He's research has advanced knowledge in online marketing and consumer behavior, influencing both academic discourse and practical applications in digital retailing.