Yanbin Tu, Ph.D.
University Professor of Marketing (Marketing)
tu@rmu.edu 412-397-6373 Massey Hall 227

Educational Background

• Ph.D., Business Administration, University of Connecticut, 2006

Publications

• Selected Publications
• Zhang, X., Tu, Y., & Zhong, K. (2023). Are eBay’s Feedback Ratings Consistent with the Sentiments Embedded in Textual Comments? An Empirical Study. Journal of Theoretical and Applied Electronic Commerce Research, 18(4), 2257-2272
• Ke, D., Zhang, H., Yu, N., & Tu, Y. (2021).  Who Will Stay with the Brand after Posting Non-5/5 Rating of Purchase? - An Empirical Study of Online Consumer Repurchase Behavior. Information Systems and e-Business Management, 19 (2), 405-437
• Chen, C., Tu, Y., & Tung, Y. (2020).  A Study of Opinion Leaders in Green Consumption in Taiwan Using the Theory of Reasoned Action (TRA).  International Journal of Sustainable Economies Management, 9 (3), 33-50
• Tu, Y., Tung, Y. A., & Goes, P.  (2017). Online Auction Segmentation and Effective Selling Strategy: Trust and Information Asymmetry Perspectives. Journal of Electronic Commerce Research, 18(3), 189-211
• Emekter, R., Tu, Y., Jirasakuldech, B., & Lu, M. (2015).  Evaluating Credit Risk and Loan Performance in Online Peer-To-Peer (P2P) Lending. Applied Economics, 47(1), 54-70
• Tu, Y., Tung, Y. A., & Goes, P.  (2013). Seller Heterogeneity in Electronic Marketplaces: A Study of New and Experienced Sellers in eBay. Decision Support Systems, 56, 247–258
• Goes, P., Tu, Y., & Tung, Y. (2009).  Online Auctions Hidden Metrics: Understanding Unsuccessful Auction Transactions.  Communications of the ACM, 52(4), 147-149  
• Tu, Y. (2008).  An Application of Web-Based Data Mining: Selling Strategies for Online Auctions.  Online Information Review, 32 (2) 147-162
• Tu, Y. & Lu, M. (2006).  An Experimental and Analytical Study of Online Digital Music Sampling Strategies.  International Journal of Electronic Commerce (IJEC), 10 (3), 39-71