Associate Professor & Chair
Department of Marketing

Chuanyi Tang

757-683-4400

2138 CONSTANT HALL
NORFOLK, 23529

Dr. Tang’s research interests include consumer well-being, services marketing, and consumer online communication. His research has appeared in the Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Business Research, Journal of Public Policy & Marketing, Journal of Consumer Affairs, Marketing Letters, and others. He is currently serving as an Associate Editor for the Journal of Consumer Affairs. He is a member of the Editorial Review Board of the Journal of Service Research and the Journal of Advertising Research.

Ph.D. in Retailing; Minor: Social Psychology, The University of Arizona, (2010)

M.A. in Management, Renmin University of China, (2004)

B.S. in Engineering; Minor: Management, Donghua University, (1997)

Contracts, Grants and Sponsored Research

Zhang, Q., Wouk, K., Bartholmae , M. and Tang, C. "Understanding the Breastfeeding Decision among Hispanic WIC Participants" $40,000. Â鶹´«Ă˝. 2023 - 2023
Zhang, Q., Wouk, K., Tang, C., Park, K. and Zhang, J. "Developing a Theoretical Framework to Understand the Perception of WIC Breastfeeding Recommendation" $50,500. Â鶹´«Ă˝. 2022 - 2022
Zhang, Q., Tang, C., Park, K. and Zhang, J. "Fostering Nutrition Security through Research on WIC using Program Administrative Data: WIC Participation Dynamics in Rural and Urban Areas" $150,000. September 2021 - August 2022
Tang, C. "Crossing the Chasm: The adoption of online benefit redemption among the participants of federal nutrition assistance programs" $2,500. July 2021 - July 2022
Zhang, Q., Tang, C., Park, K. and Zhang, J. "Online Ordering and Curbside Pick-up for WIC Participants during the COVID-19 Pandemic" $50,000. 2020 - 2021
Zhang, Q., Tang, C., Park, K. and Zhang, J. "Understanding WIC Participants’ App Usage and Benefit Redemption Behaviors" $75,000. 2019 -
Tang, C. "Toward a value co-creation framework in the Business-to-Business context: exploring customer interactions and experiences with Port of Virginia" $9,960. January 2017 - December 2017
Tang, C., Guo, L. and Liu-Thompkins, Y. "Port of Virginia Customer Satisfaction Research" $9,250. Other. October 2016 - December 2017
Zhang, Q., Tang, C. and Shen, Y. "Using a Smartphone App to Improve WIC Redemptions " $50,000. January 2017 - December 2017
Tang, C. "Uncovering the Enemy within: A Naturalistic Observation Approach to Studying the Frontline Employees’ Deviant Behavior " $6,000. Â鶹´«Ă˝. 2016 - 2017
Zhang, Q., Welch, M., Tang, C. and Shen, Y. "Just-in-Time Incentives (JITI) to Promote Fruit and Vegetable Redemption among WIC Participants" $49,996. Other. January 1, 2016 - June 30, 2017
Zhang, Q., Welch, M. and Tang, C. "Redesign Brand Choice Architecture in the WIC Program: Nudging WIC Participants for Lower-Priced Brands" $5,000. Private. 2015 - 2015
Tang, C., Liu-Thompkins, Y. and Guo, L. "Predicting Significant Life Events through Financial Activities. Private. 2014 -

Expertise

Marketing
Services marketing, Consumer well-being, Consumer online communication, Retailing
Business

Research Interests

Services Marketing, Consumer Well-Being, and Consumer Online Communication

Articles

Tang, C., Guo, L. and Gruen, T. (2024). A Goal-Driven Framework for Compliance-Dependent Services: Pathways to Customer Satisfaction and Well-Being. Journal of Business Research.
Zhang, Q., Zhang, J., Park, K. and Tang, C. (2023). Evaluation of WIC online ordering during the COVID-19 pandemic: Evidence from an Oklahoma grocery store chain. Nutrients 15 (3) , pp. 478.
Tang, C., Zhang, J., Zhang, Q., Fisher, E. and Park, K. (2023). Understanding the Chasm in the Diffusion of Online Food Benefit Ordering: A Service Ecosystem Approach. Journal of Service Research.
Xu, H., Tang, C. and Guo, L. (2023). Exploring Service Employees’ Value Co-Creation Behavior: Dimensions, Antecedents and Consequences. Journal of Services Marketing 37 (5) , pp. 650-670.
Fisher, E., Wouk, K., Patel, P., Tang, C. and Zhang, Q. (2023). Forming the Perception of WIC Infant Feeding Recommendations: A Qualitative Study. Nutrients 15 (3) , pp. 527.
Zhang, J., Zhang, Q., Tang, C. and Park, K. (2022). The Role of Generic Price Look-Up Code in WIC Benefit Redemptions. Journal of Public Policy & Marketing 41 (3) , pp. 237-253.
Zhang, Q., Zhang, J., Park, K. and Tang, C. (2022). The Online Ordering Behaviors among Participants in the Oklahoma Women, Infants, and Children Program: A Cross-Sectional Analysis. International Journal of Environmental Research and Public Health 19 (3).
Zhang, Q., Zhang, J., Tang, C., Park, K., McLaughlin, P. and Stacy , B. (2022). Women, Infants, and Children Cash Value Benefit Redemption Choices in the Electronic Benefit Transfer Era. American Journal of Health Promotion 36 (2) , pp. 310-313.
Zhang, Q., Zhang, J., Park, K. and Tang, C. (2021). App Usage Associated with Full Redemption of WIC Food Benefits: A Propensity Score Approach. Journal of Nutrition Education and Behavior 53 (9) , pp. 779-786.
Tian, X., he, W., Tang, C., Li, L. X., Xu, H. and Selover, D. D. (2020). A new approach of social media analytics to predict service quality: evidence from the airline industry. Journal of Enterprise Information Management 33 (1) , pp. 1-22.
Zhang, Q., Zhang, J., Park, K. and Tang, C. (2020). Association Between Usage of an App to Redeem Prescribed Food Benefits and Redemption Behaviors Among the Special Supplemental Nutrition Program for Women, Infants, and Children Participants: Cross-Sectional Study. JMIR mHealth and uHealth 8 (10) , pp. e20720.
Serido, J., Tang, C., Ahn, S. and Shim, S. (2020). Financial Behavior During the Transition to Adulthood and Self-Sufficiency: A Goal-Framing Explanation. Emerging Adulthood 8 (6) , pp. 521-529.
Zhang, J., Tang, C., Guo, L. and Xu, H. (2018). A longitudinal investigation of customer cooperation: the role of appraisal toward cooperation behaviors. Psychology & Marketing 35 , pp. 957-967.
Guo, H., Xu, H., Tang, C., Liu-Thompkins, Y., Guo, Z. and Dong, B. (2018). Differential Effects of Three Types of Marketing Capabilities on Firm Performance: The Key Role of Adaptive Capability in Environmental Turbulence. Journal of Business Research 93 , pp. 78-89.
Zhang, Q., Tang, C., McLaughlin, P. and Diggs, L. (2017). Individual and Store Characteristics Associated with Brand Choices in Select Food Category Redemptions among WIC Participants in Virginia. International Journal of Environmental Research and Public Health 4 (14) , pp. 364-374.
Guo, L., Gruen, T. W.. and Tang, C. (2017). Seeing Relationships through the Lens of Psychological Contracts. Journal of the Academy of Marketing Science 45 (3) , pp. 357-376.
Tang, C., Guo, L. and Gopinath, M. (2016). A Social Cognitive Model of Consumer Well-Being: A Longitudinal Exploration of the Role of the Service Organization. Journal of Service Research 19 (3) , pp. 307-321.
Tang, C., Mitthias, M., Eastlick, M., Card, N. and He, W. (2016). Exploring the Relationships between Electronic Word-of-mouth and Firms’ Financial Performance: Findings from the Banking Industry. International Journal of Information Management 36 (6) , pp. 1124-1132.
Guo, L., Lotz, S., Tang, C. and Gruen, T. W.. (2016). The Role of Perceived Control in Customers’ Justice Perceptions of Service Recovery: A Dual Process Model. Journal of Service Research 19 (1) , pp. 39-56.
Shim, S., Serido, J., Tang, C. and Card, N. (2015). Socialization Processes and Pathways to Healthy Financial Development for Emerging Young Adults. Journal of Applied Developmental Psychology 38 , pp. 29-38.
Tang, C. and Guo, L. (2015). Digging for Gold with a Simple Tool: Validating Text Mining Method in Studying Electronic Word-of-Mouth (EWOM) Communication. Marketing Letters 26 (1) , pp. 67-80.
He, W., Shen, J. and Tang, C. (2014). A bilingual approach for conducting Chinese and English social media Sentiment Analysis. Computer Networks 75 , pp. 491-503.
Serido, J., Shim, S., Xiao, J. Jian., Tang, C. and Card, N. (2014). Financial adaptation among college students: Helping students cope with financial strain. The Journal of College Student Development 55 (3) , pp. 310-316.
Tang, C., Liu, Y., Oh, H. and Weitz, B. A.. (2014). Socialization tactics of new retail employees: A pathway to organizational commitment. Journal of Retailing 90 (1) , pp. 62-73.
Serido, J., Shim, S. and Tang, C. (2013). A developmental model of financial capability: A framework for promoting a successful transition to adulthood. International Journal of Behavioral Development 37 (4) , pp. 287-297.
Shim, S., Serido , J. and Tang, C. (2013). After the financial crash: What individual factors differentiate young adults’ trust in banks and financial institutions?. Journal of Retailing and Consumer Services 20 (1) , pp. 26-33.
Shim, S., Serido, J., Bosch, L. and Tang, C. (2013). Identity Styles among Young Adults: A Longitudinal Study of Socialization Factors and Consequences on Financial Capabilities. Journal of Consumer Affairs 47 (1) , pp. 128-152.
Guo, L., Arnould, E. J. ., Gruen, T. W.. and Tang, C. (2013). Socializing to Coproduce: Pathways to Consumers’ Financial Well-being. Journal of Service Research 16 (4) , pp. 549-563.
Shim, S., Serido, J. and Tang, C. (2012). The Ant and The Grasshopper Revisited: The Present Psychological Benefits of Saving for Tomorrow. Journal of Economic Psychology 33 (1) , pp. 155-165.
Xiao, J., Tang, C., Shim, S. and Serido, J. (2011). Understanding Risky Credit Behaviors of College Students: Roles of Financial Knowledge, Parental Socioeconomic Status, and Planned Behavior Factors. Journal of Public Policy & Marketing 31 (2) , pp. 239-245.
Serido, J., Shim, S., Mishra, A. and Tang, C. (2010). Financial Parenting, Financial Coping Behaviors, and Well-Being of Emerging Adults. Family Relations: Interdisciplinary Journal of Applied Family Studies 50 (4) , pp. 453–464.
Xiao, J., Tang, C. and Shim, S. (2009). Acting for Happiness: Financial Behavior and Life Satisfaction of College Students. Social Indicators Research 92 (1).
Guo, L., Xiao, J. and Tang, C. (2009). Understanding the Psychological Process Underlying Customer Satisfaction and Retention in a Relational Service. Journal of Business Research 62 (11).

Presentations

Xu, H. and Tang, C. ( 2023). Customer Participation in the Value Co-creation Process: the Self-concordance Approach 2023 AMA Winter Conference .
Xu, H., Tang, C. and Guo, L. ( 2023). Exploring Service Employees’ Value Co-Creation Behavior: Dimensions, Antecedents and Consequences 2023 AMA Winter Conference .
Zhang, Q., Zhang, J., Park, K. and Tang, C. ( 2022). WIC online ordering during the COVID-19 pandemic: Evidence from an Oklahoma grocery store chain 2022 AMS Annual Conference .
Tang, C., Zhang, Q., Zhang, J., Fisher, E. and Park, K. (February , 2022). Crossing the Diffusion Chasm: The Adoption of Online Grocery Ordering among the Participants of the Special Nutrition Assistance Program for Women, Infants, and Children (WIC) program 2022 AMA Winter Conference .
Zhang, J., Zhang, Q., Tang, C. and Park, K. (February , 2022). The Impact of Online Ordering on Low-Income Consumers’ Food Benefits Redemption 2022 Winter AMA Conference .
Zal, S., Tang, C., Guo, L. and Zhang, J. (November , 2021). Host-Customer Interaction and Customer Satisfaction with Peer-to-Peer Accommodation: A Case from Airbnb The 2021 AMS Conference .
Zhang, J., Tang, C. and Zhang, Q. ( 2020). The Impact of Medicaid and SNAP Program Participation on WIC Participants' Redemption Behavior Pattern The 2020 Academy of Marketing Science Conference .
Zhang, J., Tang, C. and Zhang, H. ( 2018). An Empirical Examination of WIC Participants’ Time Pressure Redemption Behavior 2018 AMA Summer Marketing Educators’ Conference Boston.
Guo, L., Arndt, A. and Tang, C. (July , 2018). The Influence of Frontline Service Employees’ Perception of Customer Injustice on Their Perceived Psychological Contract Violation Oral Presentation 2018 Global Marketing Conference Tokyo.
Stuhler, K. and Tang, C. (June , 2018). From Information to Action: A Qualitative Study of Water Security Issues Poster 2018 AMA Marketing and Public Policy Conference Columbus.
Stuhler, K., Tang, C. and Zhang, Q. (November , 2017). How is Customer Experience Co-Created? A Qualitative Exploration of the Customer Redemption Experience in the WIC program 2017 Society for Marketing Advances (SMA) Academic Conference Louisville.
Stuhler, K., Tang, C. and Gopinath, M. (October , 2017). Psychological drivers of customer compliance: Self-identity threats and discrete emotions 2017 ACR Conference (Poster section) .
Zhang, J., Xu, H., Tang, C. and Guo, L. (February , 2017). A Longitudinal Investigation of Customer Compliance: The Role of Appraisal toward Compliance Behaviors 2017 AMA Winter Marketing Educators’ Conference .
Zhang, J., Tang, C. and Zhang, H. (February , 2017). Exploring WIC Participants’ Fruits and Vegetables Redemption Behavior: An Empirical Examination of Virginia’s Electronic Benefit Transfer (EBT) Transaction Data 2017 AMA Winter Marketing Educators’ Conference Orlando.
Khoshghadam, L. and Tang, C. (February , 2017). The Relationship between Advertising Appeals and the Effectiveness of the International Luxury Services Advertising: Exploring the Moderating Effects of Cultural Differences 2017 AMA Winter Marketing Educators’ Conference (Poster) Orlando.
Zhang, Q. and Tang, C. (June , 2016). Understanding WIC Fruits and Vegetables Redemption in Virginia Oral Presentation Optimizing Implementation Workshop National Academy of Science, Engineering, and Medicine.
Guo, H., Xu, H., Tang, C. and Guo, Z. ( 2015). Differential Effects of Three Types of Marketing Capabilities on Firm Performance: The Key Role of Adaptive Capability in Environmental Turbulence Paper 2015 AMA Summer Marketing Educators’ Conference Chicago.
Tang, C., Guo, L. and Gruen, T. W.. ( 2015). Pathways to Customer Satisfaction and Well-Being under Environmental Constraints: A Goal-driven Framework of Customer Compliance Paper The 14th International Research Symposium on Service Excellence in Management Shanghai.
Tang, C., Liu-Thompkins, Y. and Guo, L. (March , 2015). Predicting Significant Life Events through Financial Activities,” presented at Research Symposium at Warton Consumer Analytic Initiative Oral Presentation Research Symposium at Wharton Consumer Analytic Initiative Philadelphia.
Serido, J., Ahn, S., Tang, C., Shim, S. and Minas, N. ( 2014). Do College Students’ Financial Behaviors Portend Progress toward Adult Self-Sufficiency?” Paper 2014 American Council for Consumer Interests Conference Milwaukee, Wisconsin.
Tang, C., Guo, L. and Gopinath, M. (August , 2013). A Social Cognitive Model of Consumer Well-Being: A Longitudinal Exploration of the Role of the Service Organization Paper 2013 AMA Summer Marketing Educators’ Conference Boston, Massachusetts.
Joyce, S., Shim, S. and Tang, C. ( 2012). A Framework for Promoting Financial Capability among Young Adult Consumers Oral Presentation 2012 American Council of Consumer Interests Conference Memphis, Tennessee.
Guo, L., Chen, C. and Tang, C. (August , 2012). Forging Relationships to Coproduce: A Consumer Commitment Model in an Extended Service Encounter Paper 2012 AMA Summer Marketing Educators’ Conference Chicago, Illinois.
Guo, L., Arnould, E. and Tang, C. (August , 2011). Socializing to Coproduce: Pathways to Consumers’ Financial Well-being Paper 2011 AMA Summer Marketing Educators’ Conference San Francisco, California.
Guo, L., Eastlick, M. and Tang, C. (August , 2011). When Consumers’ Role Matters: Examining Consumers’ Appraisal and Adaptation after an Online Service Failure Paper 2011 AMA Summer Marketing Educators’ Conference San Francisco, California.
Soyeon, S., Serido, J. and Tang, C. ( 2010). After the Financial Crisis: What Individual Factors Differentiate Young Adults’ Trust in Banks and Financial Institutions? Poster 2010 American Council on Consumer Interests Conference Atlanta, Georgia.
Chen, C., Guo, L. and Tang, C. (August , 2010). An Empirical Test of the Role of Consumer Perceived Value of E-Retailer in both Pure-Play and Multi-Channel E-Retailing Contexts 2010 AMA Summer Marketing Educators’ Conference New Orleans, Louisiana.
Chen, C., Tang, C. and O'Brien, M. (August , 2010). An Empirical Test of the Drivers of Consumer Trust in an E-Retailer and its Outcomes Directed toward Customer Retention Paper 2010 AMA Winter Marketing Educators’ Conference New Orleans, Louisiana.
Serido, J., Shim, S. and Tanner, J. ( 2009). Family Environment, Financial Coping Behaviors and the Financial and General Well-Being of Emerging Adults Demonstration 4th Conference on Emerging Adulthood Atlanta, Georgia.
Tang, C. and Lotz, S. (August , 2009). Effects of Firms’ Pre-complaint Handling Actions on Consumers’ Complaint Responses Utilizing a Goal-driven Model Paper 2009 AMA Winter Marketing Educators’ Conference Tampa, Florida.
Tang, C. and Guo, L. (August , 2009). Sabotage to Regulate Emotions: A Motivation Model of Frontline Employee’s Sabotage Behavior Paper 2009 AMA Winter Marketing Educators’ Conference Tampa, Florida.
Tang, C. and Arnould, E. (August , 2008). Toward an Enriched Organizational Ecology Framework of Foreign Market Entry: the Explanation for Retailers’ International Expansion 2008 AMA Winter Marketing Educators’ Conference Austin, Texas.
Tang, C. and Xiao, J. ( 2007). Factorial and Discriminant Analyses of the Factors that Predict Customer Retention in the DMP Poster 2007 American Council on Consumer Interests Conference St. Louis, Missouri.
Jingjian, X., Shim, S. and Tang, C. ( 2007). Financial Behavior, Financial Satisfaction, and Life Satisfaction 2007 Conference of the International Society for Quality-of-life Studies San Diego, CA.
Tang, C. ( 2007). Mode Choice of Retailers’ International Entry: An Institutional Isomorphism Perspective Poster 2007 Global Retailing Conference Tucson, Arizona.
Tang, C. and Eastlick, M. ( 2007). Goal Setting and Goal Striving: the Self-regulation Model of Goal Attainment on Consumer Debt Behavio Oral Presentation Take Charge America Institute Research Council Meeting Tucson, Arizona.
Tang, C. ( 2006). Similar or Different: Foreign Market Entry of Global and Multinational Retailers Poster 2006 Global Retailing Conference Tucson, Arizona.
  • 2024: Best Reviewer fo 2023, International Journal of Consumer Studies
  • 2021: Outstanding Doctoral Mentoring Award, Strome College of Business
  • 2021: University Doctoral Mentoring Award, Â鶹´«Ă˝ Graduate School
  • 2020: M. Wayne Delozier Best Overall Conference Paper Award, 2020 Academy of Marketing Science Conference
  • 2019: Outstanding Ann Scott Daugherty Tenure Faculty Research Award, Strome College of Business
  • 2018: Certificate of Excellence in Undergraduate Research, Â鶹´«Ă˝ Provost and Honors School
  • 2018: Shining Star Award, Â鶹´«Ă˝ Division of Student Affairs
  • 2017: 2017 Â鶹´«Ă˝ Asian Caucus Research Award, Â鶹´«Ă˝ Asian Caucus
  • 2017: E. V. Williams Research Fellow (2017-2020), Strome College of Business
  • 2017: 2017 Undergraduate Research Mentorship Grant Winner, Â鶹´«Ă˝ Program of Undergraduate Research and Scholarship
  • 2016: 2016 Faculty Summer Research Fellowship, Â鶹´«Ă˝
  • 2015: Best in track paper in the 2015 AMA Summer Educators’ Conference, American Marketing Association
  • 2015: WIC Conceptual White Papers- Behavioral Economic Research Opportunities Winner , Duke-UNC USDA Center for Behavioral Economics and Healthy Food Choice Research
  • 2014: Wharton Customer Analytics Initiative Predicting Life Changes Research Opportunity Winner , University of Pennsylvania Wharton Customer Analytics Initiative

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