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Author

Rubing Bai

ORCID: 0000-0002-6805-4385
Observed ORCIDs: 0000-0002-6805-4385, 0009-0006-4953-3790
OpenAlex ID: A5009710337
How Does Green Product Knowledge Effectively Promote Green Purchase Intention?
2019 · Hong Wang, Baolong Ma, et al. · Sustainability · 236
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The spillover effect of greenwashing behaviours: an experimental approach
2019 · Hong Wang, Baolong Ma, et al. · Marketing Intelligence & Planning · 115
What influences students’ food waste behaviour in campus canteens?
2022 · Hong Wang, Baolong Ma, et al. · British Food Journal · 61
The unexpected effect of frugality on green purchase intention
2020 · Hong Wang, Baolong Ma, et al. · Journal of Retailing and Consumer Services · 61
How does perceived severity of COVID-19 influence purchase intention of organic food?
2021 · Hong Wang, Baolong Ma, et al. · British Food Journal · 42
Exploring purchase intentions of new energy vehicles: Do “mianzi” and green peer influence matter?
2022 · Haibo Zhao, Rubing Bai, et al. · Frontiers in Psychology · 26
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Do you respond sincerely? How sellers’ responses to online reviews affect customer relationship and repurchase intention
2020 · Xiaofei Li, Baolong Ma, et al. · Frontiers of Business Research in China · 14
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Why does frugality influence the recycling intention of waste materials?
2023 · Hong Wang, Rubing Bai, et al. · Frontiers in Psychology · 13
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Do products branded with handwritten scripts suffer more amid product-harm crises?
2022 · Rubing Bai, Baolong Ma, et al. · Journal of Product & Brand Management · 9
Motivation to participate in secondary science communication
2022 · Zhichen Hu, Baolong Ma, et al. · Frontiers in Psychology · 8
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The influence of displaying the last stage before consumption on purchase intention: the mediating role of mental simulation
2025 · Rubing Bai, Baolong Ma, et al. · Current Psychology · 3
Imagine it, trust it: How anatomical depiction influences consumer intention to purchase organic food
2025 · Rubing Bai, Baolong Ma, et al. · Food Quality and Preference · 2
Empowerment or erosion? The impacts of NFT promotion strategy on brand attitude and physical product purchase intention
2025 · Zhichen Hu, Shaomu Wei, et al. · Asia Pacific Journal of Marketing and Logistics · 2
Good intent, bad result: When encouraging leaving reviews weakens potential consumers’ booking intention
2026 · Zhichen Hu, Shaomu Wei, et al. · International Journal of Hospitality Management · 1
The impact of perceived crowding on customers’ desire for revenge in service failure situations and its underlying mechanisms
2026 · Shuangshuang Song, Baolong Ma, et al. · Journal of Services Marketing · 1
When showing the inside hurts: the negative effect of anatomical depiction on consumers' brand attitude during product-harm crises
2026 · Zhichen Hu, Shaomu Wei, et al. · Asia Pacific Journal of Marketing and Logistics
The impact of unrealistic-style NFTs on consumers' intention to purchase and hold
2026 · Zhichen Hu, Baolong Ma, et al. · Technological Forecasting and Social Change
Trading NFTs Better: How Transaction History Influences Consumers' Value Perception of NFTs
2026 · Zhichen Hu, Baolong Ma, et al. · Journal of Consumer Behaviour
When transactional NFTs crash: consumer responses to brand crises caused by NFT price drops
2026 · Rubing Bai, Baolong Ma, et al. · Marketing Intelligence & Planning
Complementary or Replicative NFTs ? The Impact of NFT Types on Chinese Consumer's NFT Participation Intention
2026 · Rubing Bai, Baolong Ma, et al. · Journal of Consumer Behaviour
The Impact of Nft Promotion Strategy on Attitudes Towards Physical Products
2025 · Rubing Bai, Shaomu Wei, et al. · SSRN Electronic Journal
Optimal termination strategies considering phase redundancy
2024 · Jie Li, Rubing Bai, et al. · Proceedings of the Institution of Mechanical Engineers Part O Journal of Risk and Reliability
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Works count: 22
Citation count: 594
H-index: 9
I10-index: 8
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