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Assistant Professor Dr. Eugene Aw Cheng Xi
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Assistant Professor Dr Eugene Aw Cheng Xi

Head of Research and Postgraduate Studies

Academic Qualifications

PhD in Marketing
MSc in Business Economics (Marketing)
Bachelor of Business Administration (Hons) Marketing

Areas of Interest
Consumer Behavior
Influencer Marketing
Brand Management
Advertising
Biography

Eugene Aw Cheng Xi is an Assistant Professor in Marketing and Head of Research & Postgraduate Studies at the UCSI Graduate Business School, UCSI University, Malaysia. He received his Doctor of Philosophy (Marketing) degree, Master of Science in Business Economics (Marketing), and Bachelor’s degree in Business Administration (Hons) from Universiti Putra Malaysia (Malaysia).

His current research work focuses on consumer behavior, influencer marketing, branding, and technology marketing. His research has been published in reputable Web of Science (WOS) indexed and Australian Business Deans Council (ABDC) ranked-A journals such as Journal of Advertising, Journal of Business Research, Technological Forecasting and Social Change, Computers in Human Behavior, Internet Research, Information Technology & People, Journal of Retailing and Consumer Services, Marketing Intelligence & Planning, Journal of Hospitality Marketing & Management, International Journal of Contemporary Hospitality Management, Tourism Management Perspectives, among others.

Eugene’s research excellence has been proven with the receipt of awards from different bodies. He has received the Young Researcher Award 2021 and Rising Researcher Award 2021 (Art and Social Science category) from UCSI University, Malaysia at the school level and university level, respectively. With his extensive publication in well-regarded journals, Eugene was conferred the Dean's Research Excellence Award 2021 by UCSI Graduate Business School, UCSI University, Malaysia. In addition, his research titled “Hey, stop giving a tip to human waiters! Exploring factors that influence consumers’ willingness to pay more for robotic restaurants” has been recognized for the Best Paper Award at the 3rd International Tourism and Retail Service Management Conference (TRMC2021). In 2022, he won three Best Paper Awards with his research presented at the International Conference on Information Systems and Intelligent Applications (ICISIA 2022), 2nd International Conference on Emerging Technologies and Intelligent Systems (ICETIS2022), and International Conference on Responsible Tourism and Hospitality (ICRTH2022). On top of that, he has received over RM50,000 funding from the university to support his research.

Apart from research, Eugene has shown his outstanding ability in terms of teaching. He has taught several business-related subjects such as Marketing Management, Ethics & Corporate Social Responsibility, International Business & Management, and Research Methods for Business and Management at the postgraduate level. His commitment to teaching and knowledge transfer has been bestowed the award of Certificate of Achievement for Academic Evaluation (above 3.5 out of 4.00), consecutively for the years 2021 and 2022. In terms of research supervision, Eugene has successfully graduated more than 20 MBA students, and some of them have managed to get their thesis published in well-reputed journals such as the Journal of Retailing & Consumer Services

Eugene’s research skill does not end with his personal research publication but extends to benefit the academic community. He has been actively serving as an active reviewer for many international journals such as the European Journal of Marketing, Psychology and Marketing, Journal of Business Research; Service Industries Journal, Internet Research, Information Technology & People, Industrial Management & Data Systems, and others. His meticulous review works have earned him the Emerald Literati Awards for Excellence: Outstanding Reviewer Award 2020, conferred by the Asia Pacific Journal of Marketing and Logistics. In 2022, he won another Emerald Literati Awards for Excellence: Outstanding Reviewer Award 2022, conferred by Industrial Management & Data Systems. Currently, Eugene serves as the editorial board member for Industrial Management & Data Systems, Journal of Computer & Information Systems, Journal of Workplace Behavioral Health, and The Bottom Line.

Apart from teaching and research activities, Eugene takes the initiative to involve himself in various internal and external engagement activities. He has been invited as a panel/session chair for conferences/PhD work completion seminars/postgraduate colloquiums within and outside UCSI university. With the motives to groom many others who share a research interest and contribute to the research community, Eugene engaged himself as the committee member and speaker for the Journal Review Competition 2021 on “How to Conduct a Peer Review?”, jointly organized by UCSI Graduate Business School and Emerald Publishing. He was invited as the speaker for a pre-conference seminar (SIBEST2022) organized jointly by SEGI University and Emerald Publishing to deliver a talk on “How to Publish Successfully: Author’s & Reviewer’s Perspectives”. Eugene was invited as an industry panel for an elevator pitch in 2022 by Universiti Teknologi Malaysia. He has been appointed as a member of the Institutional Ethics Committee by UCSI University to ensure all research conducted by researchers in the university adheres to the precepts of good ethical conduct.

(Last updated: 5th September 2022)

Teaching Experience

  • Marketing Management                              (Postgraduate)
  • Ethics & Corporate Social Responsibiliy     (Postgraduate)
  • International Business & Management       (Postgraduate)
  • Research Methods for Business and Management (Postgraduate)
  • Overarching Understanding & Formulating a Winning Strategy (Bridging Course for MBA programme)

Publications

 

2022

  • Chong, H. X., Hashim, A. H., Osman, S., Lau, J. L., & Aw, E. C.-X. (2022). The future of e-commerce? Understanding livestreaming commerce continuance usage. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-01-2022-0007 (Publisher: Emerald; ISSN: 0959-0552; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.743; ABDC-A)
  • Hoh, P. Y., Loo, S. J., Tan, G. W. H., Lee, V. H., Aw, E. C. X., Cham, T. H., & Ooi, K. B. (2022). Understanding valences in mobile grocery shopping: do consumers’ characteristics matter?. Journal of Computer Information Systems. https://doi.org/10.1080/08874417.2022.2103855 (Publisher: Taylor & Francis; ISSN: 2380-2057; Clarivate Analytics; Science Citation Index Expanded (SCIE); JCR - 2022, IF = 3.317; ABDC-A)
  • Li, F., Aw, E. C. X., Tan, G. W. H., Cham, T. H., & Ooi, K. B. (2022). The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach. Journal of Retailing and Consumer Services68, 103039. (Publisher: Elsevier; ISSN: 0969-6989; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.972; ABDC-A)
  • Aw, E. C. X., Tan, G. W. H., Cham, T. H., Raman, R., & Ooi, K. B. (2022). Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants. Technological Forecasting and Social Change, 180, 121711. (Publisher: Elsevier; ISSN: 0040-1625; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.884; ABDC-A)
  • Aw, E. C. X., & Labrecque, L. (2022). Celebrities as brand shields: The role of parasocial relationships in dampening negative consequences from brand transgressions. Journal of Advertising. https://doi.org/10.1080/00913367.2022.2066034 (Publisher: Taylor & Francis; ISSN: 1557-7805; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 6.528; ABDC-A)
  • Chuah, S. H. W., Jitanugoon, S., Puntha, P., & Aw, E. C. X. (2022). You don’t have to tip the human waiters anymore but…Unveiling factors that influence consumers’ willingness to pay for robotic restaurants. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-08-2021-1023 (Publisher: Emerald; ISSN: 0959-6119; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 9.321; ABDC-A)
  • Lo, P. S., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., & Aw. E. C. X., & Metri, B. (2022). Why do consumers buy impulsively in livestreaming commerce?  A deep learning-based dual-stage sem-ann analysis. Journal of Business Research, 147, 325-337. (Publisher: Elsevier; ISSN: 0148-2963; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.969; ABDC-A)
  • Cheung, M. L., Leung, W. K., Aw, E. C. X., & Koay, K. Y. (2022). “I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs). Journal of Retailing and Consumer Services, 66, 102940. (Publisher: Elsevier; ISSN: 0969-6989; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.972; ABDC-A)
  • Chuah, S. H. W., Rasoolimanesh, S. M., Aw, E. C. X., & Tseng, M. L. (2022). Lord, please save me from my sins! Can CSR mitigate the negative impacts of sharing economy on consumer trust and corporate reputation?. Tourism Management Perspectives41, 100938. (Publisher: Elsevier; ISSN: 2211-9736; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 7.608; ABDC-A)
  • Aw, E. C. X., Tan, G. W. H., Chuah, S. H. W., Ooi, K. B., & Hajli, N. (2022). Be My Friend! Fostering Parasocial Relationships with Social Media Influencers: Findings from PLS-SEM and fsQCA. Information Technology & People. https://doi.org/10.1108/ITP-07-2021-0548 (Publisher: Emerald; ISSN: 0959-3845; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.481; ABDC-A)
  • Chuah, S. H. W., Sujanto, R. Y., Sulistiawan, J., & Aw, E. C. X. (2022). What is holding customers back? Assessing the moderating roles of personal and social norms on CSR’S routes to Airbnb repurchase intention in the COVID-19 era. Journal of Hospitality and Tourism Management50, 67-82. (Publisher: Elsevier; ISSN: 0261-5177; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 7.629; ABDC-A)

 

2021

  • Chuah, S. H. W., Aw, E. C. X., & Cheng, C. F. (2021). A silver lining in the COVID-19 cloud: Examining customers' value perceptions, willingness to use and pay more for robotic restaurants. Journal of Hospitality Marketing & Management, 31(1), 49-76.  (Publisher: Taylor & Francis, ISSN: 1936-8631; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 9.821; ABDC-A)
  • Chuah, S. H. W., Aw, E. C. X., & Yee, D. (2021). Unveiling the complexity of consumers’ intention to use service robots: An fsQCA approach. Computers in Human Behavior, 123, 106870. (Publisher: Elsevier; ISSN: 0747-5632; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 8.957; ABDC-A)
  • Aw, E. C. X., & Chuah, S. H. W. (2021). “Stop the unattainable Ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157. (Publisher: Elsevier; ISSN: 0148-2963; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.969; ABDC-A)
  • Aw, E. C. X., Basha, N. K., Ng, S. I., & Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services58, 102328. (Publisher: Elsevier; Clarivate Analytics; ISSN: 0969-6989; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.972; ABDC-A)
  • Aw, E. C. X., Chuah, S. H. W., Sabri, M. F., & Basha, N. K. (2021). Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention. Journal of Retailing and Consumer Services58, 102288. (Publisher: Elsevier; ISSN: 0969-6989; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.972; ABDC-A)
  • Chuah, S. H. W., Aw, E. C. X., & Tseng, M. L. (2021). The missing link in the promotion of customer engagement: the roles of brand fan page attractiveness and agility. Internet Research, 31(2), 587-612 (Publisher: Emerald; ISSN: 1066-2243; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 6.353; ABDC-A)

 

2020

  • Aw. E. C. X., & Labrecque, L. (2020). Celebrity endorsement in social media contexts: Understanding the role of parasocial interactions and the need to belong, Journal of Consumer Marketing, 37(7), 895-908. (Publisher: Emerald; ISSN: 0736-3761; Clarivate Analytics; Emerging Sources Citation Index (ESCI); ABDC-A)
  • Aw. E. C. X. (2020). Understanding consumers’ paths to webrooming: A complexity approach. Journal of Retailing & Consumer Services, 53, 101991. (Publisher: Elsevier; ISSN: 0969-6989; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.972; ABDC-A)

 

2019

  • Aw, E. C. X. (2019), Understanding the webrooming phenomenon: Shopping motivation, channel-related benefits and costs. International Journal of Retail & Distribution Management, 47(10), 1074-1092. (Publisher: Emerald; ISSN: 0959-0552; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.743; ABDC-A)
  • Aw, E. C. X., Basha, N. K., Ng, S. I., & Sambasivan, M, (2019). To grab or not to grab? The role of trust and perceived value in on-demand ridesharing services. Asia Pacific Journal of Marketing & Logistics, 31(5), 1442-1465. (Publisher: Emerald; ISSN: 1355-5855; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.643; ABDC-A)
  • Aw, E. C. X., & Chong, H. X. (2019). Understanding non-private label consumers’ switching intention in emerging market. Marketing Intelligence & Planning, 37(6), 689-705. (Publisher: Emerald; ISSN: 0263-4503; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.338; ABDC-A)
  • Aw, E. C. X., Flynn, L. R., & Chong, H.X. (2019). Antecedents and consequences of self-congruity: Replication and extension. Journal of Consumer Marketing, 36(1), 102-112. (Publisher: Emerald; ISSN: 0736-3761; Clarivate Analytics; Emerging Sources Citation Index (ESCI); ABDC-A)

 

 

International Refereed Journal Publications (Scopus)

  1. Aw, E. C. X., Basha, N. K., & Ng, S. I. (2018). The impact of service personal values on continuance intention towards on-demand ridesharing services. International Journal of Economics and Management12(2), 473-483. (Publisher: UPM; Scopus)

Awards and Honours

  • Best Paper Award for (Title: Is it safe to travel ? COVID-19 and medical tourism intentions for Malaysia) by the International Conference on Responsible Tourism and Hospitality (ICRTH2022).
  • Best Paper Award for (Title: How Does User-Generated Content Affect Users’ Obsessive Use of Lifestyle-Sharing Mobile Social Networking Site?) at the 2nd International Conference on Emerging Technologies and Intelligent Systems (ICETIS 2022).
  • Best Paper Award for (Title: Social Media Co-creation Activities among Elderly Consumers: An Innovation Resistance Perspective) by the International Conference on Information Systems and Intelligent Applications (ICISIA 2022).
  • Certificate of Achievement (2022) for Academic Evaluation above 3.5 out of 4.00, awarded by UCSI Graduate Business School, UCSI University, Malaysia
  • Certificate of Achievement (2021) for Academic Evaluation above 3.5 out of 4.00, awarded by UCSI Graduate Business School, UCSI University, Malaysia
  • Young Researcher Award 2021 by UCSI Graduate Business School, UCSI University, Malaysia
  • Dean's Research Excellence Award 2021 by UCSI Graduate Business School, UCSI University, Malaysia
  • Rising Researcher Award 2021 (Art and Social Sciences) by UCSI University, Malaysia
  • Best Paper Award for (Title: Hey, stop giving a tip to human waiters! Exploring factors that influence consumers’ willingness to pay more for robotic restaurants) by 3rd International Tourism and Retail Service Management Conference (TRMC 2021)
  • Emerald Literati Awards for Excellence: Outstanding Reviewer Award 2020 by Asia Pacific Journal of Marketing and Logistics

Research Project

UCSI University Research Excellence & Innovation Grant

Project title: Life or Death? Will Elderly Consumers Switch to Near Field Communication Mobile Payment during COVID-19 Pandemic?
Position: Co-researcher
Researchers: Garry Tan Wei Han, Ooi Keng Boon,  Eugene Aw Cheng Xi, Lee Voon Hsien, Loh Xiu Ming
Durations: November 2021- October 2023   
Amount: RM17430.00
Status: On-going

                   

UCSI University Research Excellence & Innovation Grant

Project title: Understanding value co-creation in social commerce: A content, interaction, and social integrative lens
Position: Principal investigator
Researchers: Eugene Aw Cheng Xi, Garry Tan Wei Han, Ooi Keng Boon, Patrick Chau, Cham Tat Huei
Durations: June 2022- May 2023
Amount: RM21565.00
Status: On-going

 

UCSI University Research Excellence & Innovation Grant

Project title: Decision Making in Implementing Blockchain Technology for Improvement of the Educational Process: A Causal Modelling Using DEMATEL Technique
Position: Co-principal investigator
Researchers: Chaw Lee Yen, Eugene Aw Cheng Xi, Mehrbakhsh Nilashi, Hafiz Muhammad Ali, Mcxin Tee, Mostafa Al Emran
Durations: June 2022- May 2024
Amount: RM12584.60           
Status: On-going

 

UCSI University Research Excellence & Innovation Grant

Project title: Understanding repurchase intention in chat commerce with the cognitive affective-conative framework
Position: Co-principal investigator
Researchers: Garry Tan Wei Han, Eugene Aw Cheng Xi, Ooi Keng Boon, Lee Voon Hsien, Hew Jun Jie, Loh Xiu Ming, Tan Boon In
Durations: June 2022- May 2023
Amount: RM5000.00 
Status: On-going

Research Supervision

Master’s (as main and co-supervisor) – 26 completed; 4 in progress
Doctorate (as main and co-supervisor) – 20 PhD and 7 DBA in progress

Membership & Professional Activities

Editorial Board Member for

  • Industrial Management & Data Systems (Publisher: Emerald; SSCI; JCR 2022 IF: 4.803; ABDC-A)       
  • Journal of Computer & Information System (Publisher: Taylor & Francis; SSCI; JCR 2022 IF: 3.317; ABDC-A)       
  • Journal of Workplace Behavioral Health (Publisher: Taylor & Francis; ESCI; Scopus)
  • The Bottom Line (Publisher: Emerald; ESCI; Scopus)    

 

Ad-Hoc Reviewer for

  • Asia Pacific Journal of Marketing & Logistics (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.643; ABDC-A)
  • European Journal of Marketing (Publisher: Emerald; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 5.181; ABDC-A)
  • Industrial Management & Data System (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.803; ABDC-A)
  • Information Technology & People (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.481; ABDC-A)
  • International Journal of Bank Marketing (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 5.083; ABDC-A)
  • International Journal of Contemporary Hospitality Management (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 9.321; ABDC-A)
  • International Journal of Retail & Distribution Management (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.743; ABDC-A)
  • Internet Research (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 6.353; ABDC-A)
  • Journal of Business Research (Publisher: Elsevier, Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.969; ABDC-A)
  • Journal of Consumer Behaviour (Publisher: Wiley, Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 3.199; ABDC-A)
  • Journal of Marketing Management (Publisher: Taylor & Francis; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.707; ABDC-A)
  • Journal of Retailing & Consumer Services (Publisher: Elsevier, Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.972; ABDC-A)
  • Psychology & Marketing (Publisher: Wiley, Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 5.507; ABDC-A)

 

International Affiliate of American Psychological Association (2022)
Panel for Sunway University PhD (Business) Work Completion Seminar 2022
Industry Panel for Elevator Pitch 2022, Universiti Teknologi Malaysi