Yafang Li

Papers

Total Citations

272

H-Index

About

Yafang Li is a leading researcher at the intersection of artificial intelligence, consumer behavior, and service delivery, with a primary focus on trust formation in human–AI interactions. Her most cited work, “Developing a formative scale to measure consumers’ trust toward interaction with artificially intelligent (AI) social robots in service delivery” (2021, 272 citations), provides a foundational measurement tool for understanding how consumers develop trust in AI-powered social robots—a critical contribution as service industries increasingly adopt autonomous agents. This scale has become a widely referenced instrument in human–robot interaction and service marketing research, enabling scholars to empirically assess trust dimensions such as reliability, competence, and benevolence in AI contexts. Beyond this landmark paper, Li’s research explores the psychological and behavioral mechanisms that shape user acceptance of emerging technologies, bridging gaps between technology adoption theory and real-world service applications. Her work has significant implications for designing more trustworthy and user-centric AI systems, influencing both academic discourse and practical deployment strategies in sectors like hospitality, healthcare, and retail. With her rigorous methodological approach and timely focus on AI ethics and user experience, Yafang Li continues to shape how researchers and practitioners understand the delicate dynamics of trust in an increasingly automated world.