Yi Cai

Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes

HE Ai-zhong, Yi Cai, Ling Cai et al. · Journal of Research in Interactive Marketing · 2021 · 89 citations

Digital Marketing, Consumer Interaction, Consumer Research +23

Online shopping among Chinese consumers: an exploratory investigation of demographics and value orientation

Lingfei Wu, Yi Cai, Dehuan Liu · International Journal of Consumer Studies · 2011 · 42 citations

Customer Satisfaction, Digital Marketing, Consumer Study +24

Does participation in e-commerce affect fruit farmers’ awareness of green production: evidence from China

Cuicui Wang, Qingmeng Tong, Chunping Xia et al. · Journal of Environmental Planning and Management · 2022 · 27 citations

Inconsistencies in US consumers' attitudes toward and use of electronic banking: An empirical investigation

Yi Cai, Yali Yang, Brenda J. Cude · Journal of Financial Services Marketing · 2008 · 19 citations

Electronic Banking, Customer Satisfaction, Fintech +13

Impact of family income in early life on the financial independence of young adults: Evidence from a matched panel data

Cui Xu, Jing Jian Xiao, Jingtao Yi et al. · International Journal of Consumer Studies · 2019 · 16 citations · Full text

Educational Attainment, Matched Panel Data, Family Formation +17