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。
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）