高伟，重庆北碚人，西南大学经济管理学院副教授，硕士生导师。
先后主持了国家自然科学基金青年项目、重庆市社会科学规划项目博士项目，中央高校基本科研业务费项目。在Industrial Marketing Management、Journal of Business Research、Computers in Human Behavior、Journal of Retailing and Consumer Services、Electronic Commerce Research and Applications、Financial Innovation、Behaviour & Information Technology、Journal of Theoretical and Applied Electronic Commerce Research、International Journal of Human–Computer Interaction、《管理评论》《工业工程与管理》等期刊上发表学术论文20余篇。
【研究领域】
全渠道管理，客户体验，直播电商，虚拟数字人。
【教育背景】
2007.09—2011.06 重庆大学经济与管理学院 物流管理专业 管理学学士
2012.09—2015.06 重庆大学经济与管理学院 企业管理专业 管理学硕士
2015.09—2020.03 上海交通大学安泰经济与管理学院 工商管理专业 管理学博士
【工作经历】
2020.04—2023.06 西南大学经济管理学院讲师
2023.07— 西南大学经济管理学院副教授
【主讲课程】
本科生：《管理沟通》《客户关系管理》《管理经济学》
硕士研究生：《公司治理》
【代表性学术论文】
[1] Facial recognition payment is cool: Coolness, inspiration, and customer continuance intention to use facial recognition payment [J]. Financial Innovation. （已录用，第一作者）
[2] How does the need for uniqueness affect facial recognition payment switch intention? A status quo bias perspective[J]. International Journal of Human–Computer Interaction. （已录用，第一作者）
[3] How cool virtual streamer influences customer in live-streaming commerce? An explanation of stereotype content model[J]. Journal of Retailing and Consumer Services, 2025, 82: 104139.（第一作者）
[4] Demystifying the combined effect of consistency and seamlessness on the omnichannel customer experience: A polynomial regression analysis[J]. Journal of Theoretical and Applied Electronic Commerce Research, 2024, 19(1): 232-248.（第一作者）
[5] How do virtual streamers affect purchase intention in the live streaming context? A presence perspective[J]. Journal of Retailing and Consumer Services, 2023, 73: 103356.（第一作者）
[6] Which is more effective for platform performance: Punishments or incentives?[J]. Industrial Marketing Management, 2023, 110: 117-128.（通讯作者）
[7] Understanding the role of streamers in livestreaming commerce: A vocal–visual perspective[J]. Journal of Management Analytics, 2023, 10(2): 247-269.（第一作者）
[8] Information vulnerability in facial recognition payment: An explanation of technology threat avoidance and information boundary theory[J]. Electronic Commerce Research and Applications, 2023, 61: 101298.（第一作者）
[9] Are AI chatbots a cure-all? The relative effectiveness of chatbot ambidexterity in crafting hedonic and cognitive smart experiences [J]. Journal of Business Research, 2023, 156: 113526.（通讯作者）
[10] How does (im)balanced acceptance of robots between customers and frontline employees affect hotels’ service quality?[J]. Computers in Human Behavior, 2022, 133: 107287.（通讯作者）
[11] Omni-channel customer experience (in) consistency and service success: a study based on polynomial regression analysis[J]. Journal of Theoretical and Applied Electronic Commerce Research, 2021, 16(6): 1997-2013.（第一作者）
[12] How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics[J]. Journal of Retailing and Consumer Services, 2021, 60: 102487.（第一作者）
[13] Crafting the customer experience in omnichannel contexts: The role of channel integration[J]. Journal of Business Research, 2021, 126: 12-22. （第一作者）
[14] How does customer orientation (in) congruence affect B2B electronic commerce platform firms’ performance?[J]. Industrial Marketing Management, 2020, 87: 18-30.（通讯作者）
[15] Building presence in an online shopping website: the role of website quality[J]. Behaviour & Information Technology, 2019, 38(1): 28-41.（第一作者）
[16] The dark side of ubiquitous connectivity in smartphone-based SNS: An integrated model from information perspective[J]. Computers in Human Behavior, 2018, 84: 185-193.（第一作者）
[17] How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory[J]. Behaviour & Information Technology, 2018, 37(8): 1-14.（第一作者）
[18] How does social presence influence SNS addiction? A belongingness theory perspective[J]. Computers in Human Behavior, 2017, 77: 347-355.（第一作者）
【代表性科研项目】
[1] 国家自然科学基金青年项目：全渠道中线上线下顾客体验（不）一致研究：基于资源编排和客户旅程视角（72202185）
[2] 重庆市社会科学规划项目博士项目：全渠道情境中顾客体验的成因及影响机制研究（2020BS60）
[3] 中央高校基本科研业务费项目：全渠道环境中消费者购物体验（不）一致性的影响研究（SWU2109521）