市场营销

1. 参与国家自然科学基金面上项目：如何促进绿色消费？外部线索在绿色消费行为全过程中的影响效应及作用条件研究：动态演进的视角

2. 参与国家自然科学基金面上项目：基于碳标签的中国居民消费碳减排政策体系研究

3. 参与北京市自然科学基金项目：越拥挤越‘绿色’？——基于北京市现代服务业的消费者绿色购买意愿研究

1. Li You, Wu Shuilong, Yuan Yongna, & Wang Ya. How past identity shapes consumer attitudes toward upcycled product advertisements: The mediating role of outcome efficacy. Journal of Business Research, 2024, 185(12): 1-13. (SSCI, Q1, ABS 3星, IF: 10.5)

2. Wang Ya, Wu Shuilong, Li You, Sheng Shibin, & Yuan Yongna. Redefining Excellence: Exploring the Influence of Social Comparison on Green Product Evaluation. Psychology & Marketing, 2025, 42(03): 684-701. (SSCI, Q1, ABS 3星, IF: 8.9)

3. Li You, Wu Shuilong, Yuan Yongna, & Hu Zekun. How temporal perspective affects the effectiveness of upcycled vs. recycled product advertisements. Journal of Retailing and Consumer Services, 2024, 78(05): 1-12. (SSCI, Q1, ABS 2星, IF: 11)

4. Wu Shuilong, Hu Zekun, Li You*, & Yuan Yongna. How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge. Technology in Society, 2024, 77(06): 1-9. (SSCI, Q1, ABS 2星, IF: 10.1)

5. Li You, Li Xiaolin, & Cai Jiali. How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 1-9. (SSCI, Q1, ABS 2星, IF: 11, 高被引)

6. Li You, Cai Jiali, Wang Yu, & Chen Shili. How attachment affects platform revisit and repurchase intentions: A perspective from attachment theory. Current Psychology, 2025, 44(08): 1-12. (SSCI, Q2, ABS 1星, IF: 2.5)

7. 史毅然，吴水龙，赵嘉隽，李游. “佛系”出圈：佛系包装信息如何影响消费者产品态度评估[J]. 营销科学学报，2025. (已录用）