![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# YANG Xingming

 

 

 
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- YANG Xingming
 
  

 

    ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/41408-yang-xingming.jpg?itok=0OCe2fG7)YANG Xingming

 Assistant Professor

  

 <xingming.yang@neoma-bs.fr> 

 

 

 

 - About
 - Academic publications
 
  

 

    [Marketing](https://neoma-bs.com/departements/marketing) 

    Doctor of Philosophy in Marketing (PhD) 

 

Xingming Yang is an Assistant Professor of Marketing Management at NEOMA Business School. Xingming specializes in behavioral studies and works with other research methods such as qualitative interviews. Xingming's research focuses on consumer behavior in the digital environment, as well as human-robot interaction in retail. She is also interested in price research and sustainable consumption.

 

 ###  Areas of research 



- Digital retailing
- Human-robot interaction
- Sustainable consumption
- Consumer behavior
 
  

 

##   Recent academic contributions  

 YANG, X., "Service robot vs. salesperson how consumers perceive product information from the frontline interaction" in *EMAC conference*, 2023, Odense, Denmark 

 YANG, X., M. GARNIER, "The dilemma of playing it interactive: a cool but intrusive trend" in *International Marketing Trends Conference*, 2022, Rome, Italy 

 YANG, X., M. GARNIER, "Interactive Technology in the Physical Retail Experience: An Integrated Model and Directions for Future Research" in *Recent Advances in Retailing and Consumer Service*, 2022, Baverno, Italy 

 

 

 

##   Publications  

 YANG, X., M. GARNIER, "Rethinking the impact of interactive technologies on the retailing experience. Synthesis, conceptual approach, and research agenda.", *Recherche et Applications en Marketing*, September 2022, vol. 37, no. 3, pp. 13-58  DOI : [ 10.1177/20515707221102684 ](https://dx.doi.org/10.1177/20515707221102684)

  

 

 

 

 

##   Conferences  

 YANG, X., "Service robot vs. salesperson how consumers perceive product information from the frontline interaction" in *EMAC conference*, 2023, Odense, Denmark 

 

 

 

##   Conference contributions  

 YANG, X., M. GARNIER, "The dilemma of playing it interactive: a cool but intrusive trend" in *International Marketing Trends Conference*, 2022, Rome, Italy 

 YANG, X., M. GARNIER, "Interactive Technology in the Physical Retail Experience: An Integrated Model and Directions for Future Research" in *Recent Advances in Retailing and Consumer Service*, 2022, Baverno, Italy 

 GARNIER, M., X. YANG, "Comprendre l'utilisation forcée des technologies en magasin" in *Colloque Etienne Thil*, 2021, Lille, France