金融科技、金融工程与风险管理

吴邦刚

教授

吴邦刚，教授。研究方向包括数字平台与数据分析、数字营销和在线用户行为。

数字平台与数据分析数字营销在线用户行为

教育背景

2012.09—2018.06，清华大学，管理学博士
2008.09—2012.06，武汉大学，管理学学士、理学学士（双学位）

论文发表

Chen, Yubo, Xuebin Cui, Aishen Li, Banggang Wu and Liu Yang (2026), "The Role of Digital Platforms in Data Markets: How Platform-shared Market Data through Advanced Data Analytics Empower Firm Innovation," accepted at Management Science
Liying Zhou, Limin Niu, Cheng Lu Wang, Banggang Wu, Xiaoyu Deng (2025) Bridging the Mental Gap: The Impact of Augmented Reality Multiproduct Presentation and Recommendation Strategy on Consumer Satisfaction. International Journal of Consumer Studies, 49(4), e70082.
Yukuan Xu, Banggang Wu, Juan Luis Nicolau, Rob Law, Shuting Xiang (2025). Impact of smart door locks on traveler satisfaction on accommodation-sharing platform: An empirical investigation based on generalized random forests. International Journal of Hospitality Management, 131, 104288.
Fumin Deng, Rui Chen, and Banggang Wu* (2024) The Effect of Product Selection in Live Streaming on Firm Performance: The Roles of Interaction, Scenario, and Brand-Consumer Congruence. Journal of Business-to-Business Marketing, 1-16.
Banggang Wu, Yubo Chen*, and PrasadA. Naik (2024) How Own Delivery Services Influence Customer Behavior and Sales in Online Retail? Building Trust and Improving Delivery Quality in Digital Economy. Journal of Marketing, 88(5), 131-152.
Banggang Wu, Gengxuan Guo, and Peng Luo* (2024) The effect of subscriptions on customer engagement. Journal of Business Research 178 (2024): 114638
Zhao, Taiyang, Yaxuan Ran, Banggang Wu, Valerie Lynette Wang, Liying Zhou, Cheng Lu Wang (2024) Virtual versus human: Unraveling consumer reactions to service failures through influencer types. Journal of Business Research 178 (2024): 114657.
Zhang, Yajun, Yongge Niu, Zhi Chen, Xiaoyu Deng*, Banggang Wu, & Yali Chen (2024). Money matters? Effect of reward types on customers' review behaviors. Journal of Research in Interactive Marketing, 18(3), 391-409.
Xiao Hu, Ye Jin, Yilin Li, and Banggang Wu* (2023) Learning from Credit Default: Evidence from Chinese P2P Platform. Finance Research Letters, 104634
Xiao Hu, Jiayi Wang*, Banggang Wu, & Shuting Xiang (2023). Venture capital firms' lead orientation and entry to new investment markets. Pacific-Basin Finance Journal, 102136.
Zhao, T., Lu, Y., Wang, V. L., Banggang Wu, Chen, Z., Song, W., & Zhou, L*. (2023). Shared but unhappy? Detrimental effects of using shared products on psychological ownership and consumer happiness. Journal of Business Research, 169, 114306.
Yongge Niu, Zhangdi Wei, Andy Wei Hao, and Banggang Wu* (2023) No Slogan versus with Slogan: The Different Message Strategies for New Product Digital Video Ads. Journal of Business-to-Business Marketing, 1-22.
Jin Zhang, Xinmai Li, Banggang Wu, Liying Zhou*, and Xiang Chen (2023) Order matters: Effect of use versus outreach order disclosure on the persuasiveness of sponsored posts. Journal Research in Interactive Marketing. Forthcoming.
Yajun Zhang, Zhuoyan Shao, Jin Zhang*, Banggang Wu, and Liying Zhou (2024). Understanding the Effect of Image Retouch on Influencers ’ Product Recommendation Effectiveness: The Roles of Perceived Influencer Authenticity and Post Type. Journal Research in Interactive Marketing. 18 (2), 166-181
Liying Zhou, Fei Jin, Banggang Wu, and Chenglu Wang* (2023) Do Fake Followers Mitigate Influencers’ Perceived Influencing Power on Social Media Platforms? The Mere Number Effect and Boundary Conditions. Journal of Business Research. 158: 113589.
Peng Luo, Banggang Wu, Rob Law, and Yukuan Xu*. Herding behavior in peer-to-peer trading economy: The moderating role of reviewer photo and name. Tourism Management Perspectives 45 (2023): 101050.
Xiao Hu, Jiayi Wang*, and Banggang Wu. (2022) "Venture capital firms ’ lead orientation, network position, and selection of familiar syndicate partners." The North American Journal of Economics and Finance. 62: 101757.
Liying Zhou, Fei Jin, Banggang Wu *, Xiaodong Wang, Valerie Lynette Wang, and Zhi Chen (2022) Understanding the Role of Influencers on Live Streaming Platforms: When Tipping Makes the Difference. European Journal of Marketing. 56(10), 2677-2697.
Xuebin Cui, Yacheng Sun, Yubo Chen, and Banggang Wu* (2022) The influence of mobile non-shopping app usage on offline retail store visits. Journal of Interactive Marketing, 57(3), 457-471.
吴邦刚，邓晓羽，靳菲，贾思雪（2022）打赏给朋友还是陌生人？用户生成直播中的网络结构对打赏对象的影响. 营销科学学报, 2022, 2(2): 83-101.
Sixue Jia, Banggang Wu *. (2021) One Good Turn Deserves Another: Antecedents of Online Karaoke Paid Gift-Sending from Social Exchange Perspectives. Journal of Theoretical and Applied Electronic Commerce Research; 16(7):2515-2531.
Jia, Susan Sixue, and Banggang Wu* (2021) Topic modelling and opinion mining of user- generated content on the internet using machine learning: An analysis of postpartum care centres in Shanghai. Journal of Intelligent & Fuzzy Systems 41(3): 4661-4668.
吴邦刚，杨柳，陈煜波（2020）移动渠道与 PC 渠道客户购买率与流失率差异. 系统管理学报. 2020, 29(5):924-933.
Delin Yang, Xiao Hu., Banggang Wu, and Zhenzhen Xie. (2019) Do Better-Networked Venture Capital Firms Always Enjoy Higher Investment Performance? The Contingent Role of China’s Institutional Changes, Emerging Markets Finance and Trade, 55:4, 759-780.
吴邦刚, 余琦, 陈煜波. 基于全生命周期行为的会员等级体系对顾客购买行为的影响[J]. 管理学报, 2018, 15(4): 569.
吴邦刚, 邓晓羽, 崔雪彬.货到付款还是在线支付——移动渠道与购物金额和支付方式研究[J]. 营销科学学报, 2017, 13(3): 128-143.

专业方向

数字平台与数据分析
数字营销
在线用户行为

研究专长

平台数据与企业创新
电商服务与消费者行为
直播互动与内容付费

主要获奖

2026.5 四川省哲学社会科学成果奖（二等奖、排名第一）
2026.5 四川省教学成果奖高等教育（研究生）成果（二等奖、主要参与人）
2026.3 四川省“天府青城计划”哲社文化青年人才
2025.12 四川省学术和技术带头人后备人选
2025.12 西南财经大学教学成果奖（特等奖、主要参与人）