Hongyan Jiang

China University of Mining and Technology

Papers

Total Citations

H-Index

About

Dr. Hongyan Jiang is a leading scholar in consumer behavior and service technology, whose work critically examines how consumers respond to emerging product categories—particularly humanoid service robots and culturally mixed offerings. Her research bridges marketing, psychology, and technology adoption, with a focus on understanding consumer reactions to functionally and culturally hybrid products. In her highly cited 2021 study, "Humanoid service robots versus human employees: how consumers react to functionally and culturally mixed products," Dr. Jiang tackles a pressing managerial and theoretical debate: whether mixed products elicit positive or negative consumer responses. By resolving this controversy, she provides actionable insights for businesses navigating the integration of humanoid robots into service environments. With 13 citations and growing influence, her work has become foundational for scholars studying consumer acceptance of AI-driven services and cultural hybridity. Dr. Jiang’s contributions are particularly valuable for researchers and practitioners seeking to design products that balance innovation with consumer comfort, making her a pivotal voice in the evolving landscape of human-robot interaction and cross-cultural marketing.