Faculty
Dr. Shaobo (Kevin) Li is a Tenured Associate Professor at the College of Business, Southern University of Science and Technology. He earned his PhD in Marketing from Nanyang Technological University, Singapore, in 2019. He has been selected for the National Youth Talent Program and was recognized as Overseas High-Caliber Personnel in Shenzhen city. He received the 2018 China Scholarship Council’s Excellent Self-Funded Student Scholarship.
His research focuses on the digital economy and social welfare, utilizing experimental methods, empirical models, and neuroscience. He serves as an Associate Editor for the Journal of Business Research and has published in leading UTD-24 journals such as the Journal of Consumer Research and Information Systems Research. He has led nearly 10 research projects funded by the National Natural Science Foundation of China and others, and has participated in major technological initiatives, such as the Ministry of Science and Technology's 2030 Key Technology Innovation Program. He is the winner of the AMS Doctoral Dissertation Proposal Competition Award (2019), the Best Paper Award at the Annual Conference of China Marketing Science (2020, 2024), the Outstanding Paper Award at the China Marketing International Conference (2023), and the Best Paper Award at the Chinese Marketing Association of Universities Academic Annual Conference (2023).
He teaches Financial Marketing at the undergraduate level and Frontiers of Management and Research Methods at the Ph.D. level. He is the winner of the Premier Award in the SUSTech Teaching Competition and has also received the SUSTech Teaching Achievement Award, SUSTech Teaching Excellence Award, and the Excellent Graduate Teacher Award from Nanyang Business School.
Education:
Ph.D. in Business Administration, Nanyang Technological University (2019)
Master of Business Administration, University of Virginia (2014)
Master of Finance, West Virginia University (2012)
Bachelor of Business Administration, Lanzhou University (2011)
Honors and Awards:
Research Awards:
Academy of Marketing Science Best Doctoral Dissertation Proposal Award (2019)
Best Paper Award, China Marketing Science Academic Annual Conference (JMS) (2020; 2024)
Second Prize for Excellent Paper, China Marketing International Conference (CMIC) (2023)
Best Paper Award, China Higher Education Marketing Association Annual Academic Conference (CMAU) (2023)
First Prize for Excellent Paper, China Higher Education Marketing Association Annual Academic Conference (CMAU) (2024)
Best Paper Award, Asia-Pacific Marketing International Conference (APMA) (2024)
Teaching Awards:
Best Graduate Teaching Award, Nanyang Business School (First Place; 2017)
Premier Prize, SUSTech Young Teacher Teaching Competition (2021)
Teaching Achievement Award, Southern University of Science and Technology (2022)
Annual Outstanding Teaching Award, Southern University of Science and Technology (2023)
Teaching Achievement Award, Chinese Marketing Association of Universities Academic Annual Conference (CMAU) (2023)
Comprehensive Awards:
Excellent Overseas Student Scholarship, China Scholarship Council (2018)
Jun-zheng Scholar (2010)
Publications:
Li, Shaobo (Kevin)#, Le Wang#, Jianxiong Huang*, Zhijie Lin, and Ram Gopal (2024), “Sizzle or Fizzle? Supply and Consumption Dynamics of Home-Cooked Food on Sharing Platforms,” Production and Operations Management (UTD 24; FT 50)
Li, Shaobo (Kevin)#*, Nuoya Chen#*, Elaine Chan, and Yang Guo (2024), “Loss Framing Increases Entity Theorists’ Vaccine Uptake,” International Journal of Research in Marketing (Official Journal of the European Marketing Academy)
Tang, Chuang#, Shaobo (Kevin) Li#*, Yi Ding#, Ram Gopal, and Guanglei Zhang* (2024), “Racial Discrimination and Anti-Discrimination: The COVID-19 Pandemic’s Impact on Chinese Restaurants in North America,” Information Systems Research (UTD 24; FT 50)
Liu, Xiaoyan, Piaoran Ren, Xingyang Lv, and Shaobo (Kevin) Li*, (2024), Service Experience and Customers’ eWOM Behavior on Social Media Platforms: The Role of Platform Symmetry,” International Journal of Hospitality Management, (119), 103735
Wu, Ruomeng, Donald R. Gaffney#, Frank Kardes#, Shaobo (Kevin) Li#*, and Meng Liu# (2024), “As Good as New: Embarrassment and Consumers’ Preference for Used versus New Products,” Journal of International Consumer Marketing
Zhang, Kuangjie*, Shaobo (Kevin) Li*, and Sharon Ng (2022), “Sizes are Gendered: The Effect of Semantic Size on Brand Stereotyping,” Journal of Consumer Research, 49 (2), 252–267 (UTD 24; FT 50)
Zeng, Fue, He, Qiong*, Shaobo (Kevin) Li*, and Aowei Luo (2022), “Residential Mobility Boosts New Product Adoption,” Psychology & Marketing, 1–14
陳諾亞, 黎俊顯, 李少波*, 范秀成 (2022). 孤獨感與消費者決策研究：述評與展望[J]. 外國經濟與管理, 44 (11), 29–48
Li, Shaobo (Kevin)#*, Zhe Zhang#, Yue Liu#, and Sharon Ng (2021), “The Closer I am, The Safer I Feel: The “Distance Proximity Effect” of COVID-19 Pandemic on Individuals’ Risk Assessment and Irrational Consumption,” Psychology & Marketing, 38 (11), 2006–2018
Meng, Lu, Tongmao Li, Xin Huang, and Shaobo (Kevin) Li* (2021), “Lift the Veil of Rumors: the Impact of the Characteristics of Information Source on the Effectiveness of Rumors Spreading,” Internet Research, 32(1), 90–119
Chen, Nuoya, Jinfeng Jiao, Xiucheng Fan*, and Shaobo (Kevin) Li (2021), “The Shape of Loneliness: The Relationship between Loneliness and Preference for Angular versus Circular Logo and Product Shapes,” Journal of Business Research, 136, 612–629
Li, Shaobo (Kevin), Michail D. Kokkoris, and Krishna Savani* (2020), “Does Everyone Have the Potential to Achieve Their Ideal Body Weight? Lay Theories About Body Weight and Support for Price Discrimination Policies,” Organizational Behavior and Human Decision Processes, 157, 129– 148 (FT 50)
Zhu, Liang, Lingxue Zhan, and Shaobo (Kevin) Li* (2020), “Is Sustainable Development Reasonable for Tourism Destinations? An Empirical Study of the Relationship Between Environmental Competitiveness and Tourism Growth,” Sustainable Development, 29 (1), 66–73
Chen, Xingyu, Yitong Wang, Da Tao*, Ling Jiang, and Shaobo (Kevin) Li (2020), “Antecedents of Smartphone Multitasking: Roles of Demographics, Personalities and Motivations,” Internet Research, 31 (4), 1405–1443.
Research Projects:
National Natural Science Foundation of China (NSFC), General Program, Project No. 72102099, “The 'Double-Edged Sword' Effect of the Sharing Economy on Consumer Well-Being and Its Mechanism”, Jan 2025 – Dec 2028, ￥400,000 (≈ $56,000), Principal Investigator
National High-Level Youth Talent Scientific Research Supporting Fund, “Belt and Road Strategy and the Internationalization of National Brands”, 2025 – 2027, ￥600,000 (≈ $84,000), Principal Investigator
Ministry of Science and Technology, Major 2030 Special Project, “****”, ￥120 million (≈ $16.8 million), Co-Investigator
Shenzhen High-Level Talent Scientific Research Startup Fund, “Research on the Impact Mechanism of Volatility on Investment Behavior”, 2022 – 2025, ￥2 million (≈ $280,000), Principal Investigator
National Natural Science Foundation of China (NSFC), Youth Program, Project No. 72102099, “Brand Management in Turbulent Times: The 'Double-Edged Sword' Effect of Volatility on Brand Management, Its Impact Mechanism, and Corporate Response Strategies”, Jan 2022 – Dec 2024, ￥300,000 (≈ $42,000), Principal Investigator
National Natural Science Foundation of China (NSFC), General Program, Project No. 72073057, “Theory and Experimental Research on Team Collaboration Incentives Based on Social Preferences and Bounded Rationality”, Jan 2021 – Dec 2024, ￥480,000 (≈ $67,200), Co-Investigator
Guangdong Provincial Ordinary Universities Characteristic Innovation Program (Humanities and Social Sciences), Project No. 2021WTSCX078, “Online Word-of-Mouth Communication and Service Recovery Research”, Jan 2021 – Dec 2023, ￥50,000 (≈ $7,000), Principal Investigator
Shenzhen Philosophy and Social Sciences Planning Project, SZ2021D021, “Brand Management in the New Situation: A Perspective Based on Variability”, Sept 2021 – Aug 2022, ￥50,000 (≈ $7,000), Principal Investigator
Guangdong Provincial Natural Science Foundation, General Program, Project No. 2020A151501530, “The Impact Mechanism of Variability on Economic and Moral Decision-Making”, Oct 2019 – Sept 2022, ￥100,000 (≈ $14,000), Principal Investigator
Guangdong Provincial Ordinary Universities Youth Innovation Talent Program, Youth Program, Project No. 2019WQNCX106, “How to Stimulate Consumer Green Purchase Behavior—From the Perspective of Realism and Idealism”, Jan 2020 – Dec 2022, ￥40,000 (≈ $5,600), Principal Investigator
Southern University of Science and Technology Research Startup Fund, 2019 – 2022, ￥1 million (≈ $140,000), Principal Investigator