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Professor profile
YI Cheng
Tsinghua University
· Business
Engineering
Department of Management Science
About
Regular biography
YI Cheng is an Associate Professor in the Department of Management Science and Engineering at Tsinghua University's School of Economics and Management. His research focuses on electronic commerce, human-computer interaction, consumer behavior, and digital learning. He has published in leading journals such as MIS Quarterly, Management Science, and Information Systems Research. YI holds a Doctor of Philosophy in Information Systems from the National University of Singapore and has been affiliated with Tsinghua University since 2017. His work explores topics including digital resilience, avatar design in the metaverse, and the impact of user-generated content on product promotion.