Dr. Xiaoli Tang is a lecturer and master tutor at the School of Economics and Management of Yanshan University. She has received a doctor's degree and dedicated to consumer behavior research, AI marketing and neuromarketing.

• Consumer Behavior
• Artificial Intelligence Marketing
• Internet Marketing
• New Media Marketing
• Live Streaming Marketing
• Brand Management

• Xiaoli Tang*, Yi Zhang. The scarcer, the more eager to buy? How does the scarcity of blind box products affect impulse purchase intention[J]. Journal of Retailing and Consumer Services, 2026(89), 104567, https://doi.org/10.1016/j.jretconser.2025.104567. (SSCI检索, 中科院TOP期刊，FMS高质量期刊)
• Xiaoli Tang*, Zefeng Hao, Xiaolin Li. Virtual and human streamers: the effect of interaction with product type on consumer purchase intention. Behaviour & Information Technology, 2025, 1–14. https://doi.org/10.1080/0144929X.2025.2559283. (SSCI检索, FMS高质量期刊)
• Xiaoli Tang*, Xiaolin Li, Zefeng Hao. The Effect of Visual Perspective on Consumer Viewing and Pur-chase Intention in Live Streaming[J]. Journal of Consumer Behaviour, 2025 1–16. https://doi.org/10.1002/cb.70069. (SSCI检索, FMS高质量期刊)
• Xiaoli Tang*, Zefeng Hao, Xiaolin Li. The effect of celebrity co-streamer type on consumer behaviors in live-streaming[J]. Journal of Consumer Behaviour, 2025, https://doi.org/10.1002/cb.70004. (SSCI检索, FMS高质量期刊)
• Xiaoli Tang*, Xiaolin Li, Zefeng Hao. Knowledge mapping of live-streaming marketing research based on the perspectives of "people-product-scenario": a visual analysis using VOS viewer and Cite Space. Current Psychology, 2026(45), 374. https://doi.org/10.1007/s12144-026-09057-x (SSCI检索JCR一区)
• Xiaoli Tang*, Yi Zhang, Fan Shao. The effect of blind box product scarcity on consumer impulse purchase intentions: a mediation model based on perceived control. Current Psychology, 2025(44), 18148–18163. https://doi.org/10.1007/s12144-025-08450-2 (SSCI检索JCR一区)
• Xiaoli Tang*, Zefeng Hao, Xiaolin Li. The effect of celebrity co-streamer type on consumer behavior in live-streaming: Evidence from Event-related potentials[J]. Current Psychology, 2025, https://doi.org/10.1007/s12144-025-08295-9. (SSCI检索JCR一区)
• Xiaoli Tang*, Fan Shao, Yi Zhang. The Effect of Product Scarcity Appeal on Consumers' Impulse Buying Intention [J]. Current Psychology, 2025, https://doi.org/10.1007/s12144-025-08251-7. (SSCI检索JCR一区)
• Xiaoli Tang*, Xiaolin Li, Zefeng Hao. Examining the neural mechanisms of live-streaming visual per-spectives on consumer purchasing behavior [J]. Journal of Consumer Marketing, 2025; https://doi.org/10.1108/JCM-11-2024-7342. (FMS高质量期刊)
• Xiaoli Tang*, Yi Zhang, Fan Shao. How are consumers influenced by product types and product scarcity when purchasing blind box products? A behavioral and event-related potentials study [J]. Brain Research, 2025, 1864:149821. DOI:10.1016/j.brainres.2025.149821. (SCI检索)
• Xiaoli Tang*, Fan Shao, Yi Zhang. The Influence Mechanism of Scarcity Promotion on Consumers' Fu-ture-oriented Emotions and Impulse Buying Intention[J]. Asia Pacific Journal of Marketing and Logis-tics, 2025, https://doi.org/10.1108/APJML-12-2024-1864. (SSCI)
• Xiaoli Tang*, Xiaolin Li, Zefeng Hao. The Impact of Live Background Visual Complexity on Consumer Purchase Intention: An Eye-tracking Study[J]. Asia Pacific Journal of Marketing and Logistics, 2024，36(10): 2539-2557. (SSCI)
• Xiaoli Tang*, Zefeng Hao, Xiaolin Li. The influence of streamers’ physical attractiveness on consumer response behavior: based on eye-tracking experiments[J]. Frontiers in Psychology, 2024, 14:1297369. (SSCI)
• Xiaoli Tang*, Zhijie Song. The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials[J]. Advances in Cognitive Psychology, 2021, 17(1):2-13. (SSCI)
• Xiaoli Tang*, Zhijie Song. Neurological effects of product price and evaluation on online purchases based on event-related potentials[J]. Neuroscience Letters, 2019, 704:176-180. (SCI)
• 唐晓莉,宋之杰.调节定向视角下在线评论感知有用性的眼动研究[J]. 心理科学, 2020, 43 (01): 46-52. (CSSCI、北大核心)
• 唐晓莉,宋之杰. 在线评论对异质性消费者购买决策的影响研究——基于眼动实验[J]. 情报科学, 2020, 38 (04): 83-88. (CSSCI、北大核心)
• 唐晓莉. 在线评论对消费者购买意愿的影响——基于眼动实验的分析[J]. 企业经济, 2020, (02): 92-98. (北大核心)
• 宋之杰,唐晓莉. 好评奖励影响消费者在线评论的演化博弈分析[J]. 数学的实践与认识, 2020, 50 (03): 95-104. (北大核心)
• 宋之杰,唐晓莉. 在线评论影响消费者购买意愿的实证研究[J]. 数学的实践与认识, 2020, 50 (07): 82-89. (北大核心)
• 宋之杰,唐晓莉. 基于SIS模型的共享经济消费传染机制研究[J]. 数学的实践与认识, 2020, 50 (01): 37-43. (北大核心)
• 宋之杰,唐晓莉. 基于S-O-R模型的价格和评价影响消费者网络购买意愿研究[J]. 数学的实践与认识, 2019, 49 (14): 1-9. (北大核心)
• 宋之杰,唐晓莉. 京津冀协同发展背景下河北省信息产业关联效应分析[J]. 数学的实践与认识, 2019, 49 (08): 39-46. (北大核心)
• 宋之杰,唐晓莉. 基于logistic模型的我国信息产业演化发展研究[J]. 数学的实践与认识,2019, 49(05): 151-159. (北大核心)
• 唐晓莉,宋之杰. 共享经济参与主体协同消费行为的演化博弈分析[J]. 企业经济, 2019, (01): 66-72. (北大核心)

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