Currently Teaching

·       RMG400 - Buying Process I

·       RMG452 - Visual Merchandising & Space Planning

·       RMG905 - Design, Commerce & Culture

·       RMG913 - Retail Private Label

Background

Dr. Yu is an Associate Professor in Ted Rogers School of Retail Management at Ryerson University. For the past six years, she’s also served as a Visiting Scholar at a number of universities in the Greater China region. Prior to joining Ryerson, faculty positions at universities in both the United States and China have provided Dr. Yu with global understandings of the fashion, retailing and tourism industries. She currently teaches Buying Process I (RMG 400), Visual Merchandising and Store Planning (RMG 452), Experiential Learning: Asia Pacific Study (RMG 917), and Retail Private Label (RMG 913). In addition, she teaches MBA Advanced International Marketing (MB8107) and supervises the MBA integrative research project.

With backgrounds in design and retailing, Dr. Hong Yu specializes in researching consumer behaviour and marketing strategies in the context of experiential economy. Her consumer research focuses on shopping experiences and behaviours of diverse segments, such as tourists, fashion shoppers, low vision shoppers, and elderly shoppers. She investigated consumer experiences at tourism retail stores, shopping malls, and e-commerce websites with an emphasis on how retail atmospherics affect shoppers’ perceived benefits, values, and their responses. As for marketing research, Dr. Yu takes a holistic approach by integrating product innovation, retail environment and service designs as integral components of marketing strategies. Dr. Yu has completed 13 funded research projects since 2001. She has published 43 academic papers in peer reviewed international journals and conferences and her work won “Best Research Paper Award” in Europe. She has been a reviewer for Clothing and Textiles Research Journal, Journal of Fashion Marketing and Management, American Collegiate Retail Association (ACRA), and Consumer Research Association (ACR).

Academic Credentials

Dr. Yu is a graduate of Iowa State University of Science and Technology with a PhD in consumer behavior and market research. She also holds an MEng from the Beijing Institute of Fashion Technology, P.R. China. 

Research

Recent Refereed Journal Publications:

·       Yu, H. (2011). Profiling Chinese fashion shoppers in Beijing: Mall Activities, shopping outcome, and demographics. Journal of Global Fashion Marketing,2(1),11-19.

·       Michon, R., Yu, H., Smith, D., & Chebat, J.-C. (2008). The influence of mall environment on female fashion shoppers’ values and behaviour. Journal of Fashion Marketing and Management, 12(4), 456-468.

·       Michon, R., Yu, H., Smith, D., & Chebat, J.-C. (2007). The shopping experience of female fashion leaders. International Journal of Retail and Distribution Management, 35(6), 488-501.

·       Bo, H. & Yu, H. (2007). Segmentation by craft selection criteria and shopping involvement. Tourism Management, 28(4), 1079-1092.

·       Muske, G., Yu, H., & Khoo, C. (2006). Internet standards: How one state's small business web sites compare to expectations. Journal of Extension, 44(2), available online: http://www.joe.org/joe/2006april/rb1.shtml. 

·       Yu, H. & Littrell, M. (2005). Tourists’ shopping orientations for handcrafts: What are key influences? Journal of Travel and Tourism Marketing, 18(4), 1-19.

·       Yu, H. & Jin, B. (2005). Enhancing International Dimensions in Apparel and Merchandising Curricula in the U.S.: A Practitioner’s Perspective. Journal of Fashion Marketing and Management, 9(2), 232-243.

Recent Refereed Conference Papers:

Yu, H., Zhao, P., & Xia, J. (2012). Design Strategies in Transitional Economy: The Case of Chinese Underwear Enterprise Aimer Group, Ltd. Paper accepted for presentation at the 2012 International Textile and Apparel Association annual conference, November 14-17, 2012.

Rahman, O. & Yu, H. (2012). Consumer Perceptions and Gender Factors: Preferences and Behaviours towards Collaborative Branding and Information Sources. Paper accepted for presentation at the 2012 Global Marketing Conference at Seoul, Seoul, Republic of Korea, July 19-22, 2012.

Chebat, J.-C., Michon, R., Yu, H., & Smith, D. (2012). Fashion Orientation, Shopping Mall Environment, and Patronage Intentions: A Study of Female Fashion Shoppers. Paper accepted for presentation at the 2012 Global Marketing Conference at Seol, Seol, Republic of Korea, July 19-22, 2012.

Cheng, C.Y. & Yu, H. (2012). Apparel Product Attributes and Shopping Experience for Elderly Consumers: A Regional Comparison of Taiwan and Mainland China. Paper presented at the BIFT/ITAA 2012 Symposium, Beijing, P. R. China, March 27-29, 2012.

Yu, H. & Tao, H. (2012). Modelling Chinese Fashion Leaders' Response to the Mall Retail Environment. Paper presented at the BIFT/ITAA 2012 Symposium, Beijing, P. R. China, March 27-29, 2012.

Yu, H. & Tullio-Pow, S. (2011). Inclusive Retail Servicescapes and Shopping Experiences for the Visually Impaired: An Ethnographic Study. Paper presented at the Design4Health 2011 conference, Sheffield, United Kingdom, July 13-15, 2011.

Ni, Y. & Yu, H. (2011). Transitioning from Contract Manufacturing to Luxury Branding:A Premium Fashion Enterprise in China. Paper presented at the International Foundation of Fashion Technology Institutes 2011 conference, Paris, France, April 13-15, 2011.

Yu, H. & Tullio-Pow, S. (2011). Inclusive Retailer: Visually Impaired Shoppers’ Perceptions and Preferences. Paper presented at the Include 2011 conference, London, United Kingdom, April 18-20, 2011.

Tullio-Pow, S. & Yu, H. (2010). Universal Design: Apparel Concerns Related to Low Vision. Paper presented at the International Textile and Apparel Association 2010 Conference, Montreal, QC, Canada, October 27-30, 2010.

Yu, H. (2010). Profiling Chinese Fashion Shoppers at a Mall in Beijing. Paper presented at the 2010 Global Marketing Conference at Tokyo, Tokyo, Japan, September 9-11, 2010.

Yu, H. & Tullio-Pow, S. (2010). Retail Design and the Visually Impaired: A Needs Assessment. Paper presented at the 2010 Design Research Society (DRS) international conference Design & Complexity, Montreal, QC, Canada, July 7-9, 2010.

Michon R. & Yu, H. (2008).  Do Men Shop More Like Their Sisters Than Their Fathers? Fashion Orientation Scale Invariance across Genders. Paper presented at the 10th Annual Retail Seminar, Society for Marketing Advances, St. Petersburg, FL, USA.

Yu, H., Michon, R., Smith, D., & Chebat, J.-C. (2008). Fashion Orientation, Shopping Mall Environment, and Purchase Intention: A Study of Female Shoppers. Paper presented at the International Textile and Apparel Association 2008 Conference, Schaumburg, Illinois, USA.

Yu, H., & Murray, B. (2008). CAD/CAM Adoption among Canadian Apparel Manufacturers. Paper presented at the International Textile and Apparel Association 2008 Conference, Schaumburg, Illinois, USA.

Jin, B, Yu, H. & Kang, J. (2008). Traditional Values and Contemporary Business Practices in China: Implications for Multinational Companies. Paper presented at the International Marketing Forum: Reform in China over Three Decades, Beijing, China.

Michon, R., Smith, D., Yu, H., & Chebat, J.-C. (2008). Fashion Shoppers’ Response to the Mall Retail Environment. Paper presented at the 2008 Academy of Marketing Science Annual Conference, Vancouver, BC, Canada.

Michon, R., Smith, D., Yu, H., & Chebat, J.-C. (2007). The Well-Dressed Female Shopper Goes to the Mall: Fashion Orientation and The Mall Shopping Experience. Paper presented at the La Londe Conference in Marketing Communications and Consumer Behavior, IAE Aix-en-Provence, France.

Yu, H., Muske, G., Kim, J., & Fiore, A.M. (2006). The Effects of Small Business Website Designs and Functions on Consumer Online Shopping Behavior. Paper presented at the International Textiles and Apparel Association 2006 conference, San Antonio, TX, USA.

Jin, B., Yu, H., Muske, G., Farr, C., Branson, D., Kang, J. H., & Li, Y (2006). Innovative

Instructions for Enhancing College Students' Understanding in Doing Business with China. Paper presented at the Hawaii International Conference on Social Sciences, Hawaii, USA.

Michon, R., Smith, D., Yu, H., & Chebat, J.-C. (2006). The Fashionable Eye: How Female Fashion Shoppers Perceive the Shopping Mall. Paper presented at the 2006 Triennial AMS/ACRA Retailing Conference, Orlando, Fl, USA.

Michon, R., Yu, H., Smith, D., & Chebat, J.-C. (2006). The Shopping Experience of Female Fashion Leaders. Paper presented at The European Association of Education and Research in Commercial Distribution 2006 Conference, Brunel University, UK.

Michon, R., Yu, H., Smith, D., & Chebat, J.-C. (2006). One-Size-Fits-All: The Influence of the Mall Environment on Female Fashion Shoppers’ Values and Behaviour. Paper presented at The Administrative Sciences Association of Canada 2006 Conference, Banff, AL, Canada.

Michon, R., Yu, H., Smith, D., & Chebat, J.-C. (2006). Mall Environment, Shopping Value, and Approach Behavior: A Study of Female Fashion Shoppers. Paper presented at the American Collegiate Retail Association Spring 2006 Conference, Benttonville, AR, USA.

Yu, H. & Muske, G. (2005). Visual Merchandising Strategies of Handcraft Products: A Framework of Small Rural Retailer Approach. Paper presented at the International Textiles and Apparel Association 2005 conference, Alexandria, VA, USA.

Yu, H., Muske, G., & Yoh, E. (2005). The Changing Look of Female Apparel E-Commerce Consumers. Paper presented at the American Collegiate Retail Association Winter 2005 Conference, New York, NY, USA.

Contact Information

E-mail: hongyu@ryerson.ca