Yi Cui

Dr. Yi Cui

Communication University of China
orcid

Research Focus & Metrics

Academic Career Length

25Years (2002-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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18 January 2018 in Electronic Commerce Research
Verified
Journal Article
Closed access
PDF file
YCYi Cui
Yi Cui
JMJian Mou
Jian Mou
YLYanping Liu
Yanping Liu

1 January 2020 in Electronic Commerce Research and Applications
Verified
Journal Article
Closed access
YCYi Cui
Yi Cui
JMJian Mou
Jian Mou
JCJason Cohen
Jason Cohen
YLYanping Liu
Yanping Liu
KKKerry Kurcz
Kerry Kurcz


1 January 2020 in Journal of Global Information Management
Verified
Journal Article
Closed access
PDF file
JMJian Mou
Jian Mou
YCYi Cui
Yi Cui
KKKerry Kurcz
Kerry Kurcz
Cross-border e-commerce (CBEC) has become an imperative mode for global trade. Research on cross-border e-commerce historically focuses mainly on the customer's behavior intention to purchase on a CBEC platform. However, B-buyers are more important compared with C-buyers for CBEC platforms. This is because B-buyers can contribute more gross merchandise volume (GMV) in a CBEC platform, and thus more margin for the firm. The authors apply trust transfer theory, perceived risk, and alternative website quality to study repurchase intention, focusing on B-buyers. The results show that perceived risk, trust in provider, and trust in the website affect repurchase intention significantly, where trust in website is found to be the most important factor. In addition, the authors found that the dimensions of perceived risk in CBEC context can be classified as the following: customer duties risk, confiscation risk, delivery risk, financial risk, and privacy risk. The contributions of the study are addressed lastly.

1 January 2022 in Journal of Global Information Management
Verified
Journal Article
Open access
PDF file
YCYi Cui
Yi Cui
YLYanping Liu
Yanping Liu
MGMeng Gu
Meng Gu
Live streaming has become popular among various e-commerce models. As an efficient way of marketing, live streaming can stimulate consumers' impulse purchasing behavior by creating a compelling experience, flow experience. Even though research on flow experience has been applied to understand consumer behavior in e-commerce, few studies have been conducted in live streaming e-commerce, let alone the influencing factors. Drawing on the stimulus-organism-response (S-O-R) model, this paper examines the impact of cognitive stimuli and perceptive stimuli on the urge to buy impulsively via flow experience. The results indicate that information content, website design, time pressure, and personalized recommendation positively relate to flow experience and the urge to buy impulsively. They also find the direct effect of time pressure and personalized recommendation on the urge to buy impulsively. The theoretical contributions and the practical implications for e-commerce live streaming are presented.

5 January 2006
Verified
Conference Paper
Closed access
ZYZhenyu Yang
Zhenyu Yang
Klara NahrstedtKlara Nahrstedt
Klara Nahrstedt
YCYi Cui
Yi Cui
BYBin Yu
Bin Yu
LJLiang Jin
Liang Jin
RBR. Bajscy
R. Bajscy
Tele-immersive 3D multi-camera room environments are starting to emerge and with them new challenging research questions. One important question is how to organize the large amount of visual data, being captured, processed, transmitted and displayed, and their corresponding resources, over current COTS computing and networking infrastructures so that "everybody" would be able to install and use tele-immersive environments for conferencing and other activities. In this paper, we propose a novel cross-layer control and streaming framework over general purpose delivery infrastructure, called TEEVE (tele-immersive environments for everybody). TEEVE aims for effective and adaptive coordination, synchronization, and soft QoS-enabled delivery of tele-immersive visual streams to remote room(s). The TEEVE experiments between two tele-immersive rooms residing in different institutions more than 2000 miles apart show that we can sustain communication of up to 12 3D video streams with 4/spl sim/5 3D frames per second for each stream, yielding 4/spl sim/5 tele-immersive video rate.