Zihao Wu, born on June 13, 1997, is an emerging scholar in consumer behavior and tourism management, currently pursuing a Ph.D. at Jinan University. He holds a Master’s degree in Consumer Behavior from the same university and a Bachelor’s degree in E-commerce from South China Normal University. His academic contributions focus on the psychological and behavioral mechanisms underlying consumer decisions, especially within tourism and hospitality contexts. Notable publications include work in Foreign Economics & Management and the International Journal of Hospitality Management. His research investigates phenomena such as subjective busyness, compromise effect, and food purchase intention under indulgence and self-discipline conflict. With a foundation in both theoretical and empirical approaches, Wu’s work offers practical implications for marketers, policymakers, and businesses. He continues to expand his scholarly contributions with a focus on organizational behavior, algorithm responsibility, and consumer health-oriented decision-making in the age of digital and AI-enhanced environments.
Profile
Scopus
🎓 Education
Zihao Wu began his academic journey at South China Normal University, earning a Bachelor’s degree in E-commerce from 2016 to 2020. During this time, he built a strong foundation in digital commerce and marketing principles, fostering his interest in consumer behavior. He then pursued a Master’s degree in Consumer Behavior at Jinan University from September 2020 to June 2023, where he deepened his understanding of psychological and decision-making models, particularly in the context of subjective busyness and compromise effects. Wu conducted experimental research that contributed to the literature on consumer confidence and choice preferences, publishing in a CSSCI journal with a high impact factor. Currently, he is enrolled in the Ph.D. program in Tourism Management at Jinan University, starting in September 2024. His doctoral studies expand into organizational behavior and consumer decision-making in tourism and hospitality, reflecting a multidimensional academic path shaped by interdisciplinary perspectives and empirical rigor.
đź’Ľ Experience
Zihao Wu’s academic experience is rooted in rigorous research and collaborative scholarship. As a Master’s student, he co-authored a CSSCI-indexed paper examining how subjective busyness influences the compromise effect in consumer decision-making. His six experimental studies showcased his aptitude for designing complex behavioral research and analyzing psychological constructs such as self-worth and construal level. Wu has also contributed to advancing knowledge in hospitality marketing, with a forthcoming publication exploring contagion effects in vice-virtue food bundles. His academic journey is enriched by active collaboration with supervisors and fellow researchers across multiple projects. As a current Ph.D. student in Tourism Management, he is delving into the intersections of consumer psychology, healthy catering choices, and AI-driven organizational behavior. While still early in his academic career, Wu’s growing publication record, deep methodological expertise, and interdisciplinary focus establish him as a promising scholar contributing valuable insights to the fields of consumer behavior, tourism studies, and marketing science.
🏆 Awards and Honors
While specific awards and honors have not been explicitly listed, Zihao Wu’s academic accomplishments reflect recognition through scholarly impact and publication quality. His co-authored paper in Foreign Economics & Management, a prestigious CSSCI journal with an impact factor of 8.403, signifies both academic excellence and peer-reviewed validation of his research capabilities. Furthermore, his second paper, accepted in the International Journal of Hospitality Management—a leading journal in the hospitality field—demonstrates his ability to contribute to top-tier international research. These achievements underline his rising academic stature and intellectual contributions. The inclusion of multiple co-authors, including notable supervisors and researchers, suggests collaborative recognition and mentorship endorsement. His acceptance into the Ph.D. program at Jinan University also reflects institutional acknowledgment of his research potential. As he progresses in his doctoral journey, his growing scholarly output positions him for future academic awards, fellowships, and potential distinctions in tourism, consumer psychology, and marketing.
🔬 Research Focus
Zihao Wu’s research centers on consumer behavior in tourism and hospitality, complemented by interests in organizational behavior. His work explores how subjective psychological factors—like perceived busyness and indulgence—affect consumer decision-making processes. A key theme is the “compromise effect,” where consumers prefer moderate options; Wu investigates how subjective busyness disrupts this tendency by enhancing confidence and perceived self-worth. In hospitality, he examines how vice-virtue food bundles impact health-conscious consumption, with a focus on contagion potential and perceived entitativity. These insights reveal how symbolic associations between healthy and indulgent items shape purchase intentions. Wu also delves into corporate responsibility concerning AI use in organizations, aligning with emerging trends in algorithmic ethics and socialization. His interdisciplinary methodology blends experimental design, psychology, and behavioral economics to produce findings with practical implications for tourism management, consumer health strategies, and digital policy. His research offers valuable perspectives for scholars and practitioners navigating evolving consumer dynamics.
 Conclusion
Zihao Wu is a promising and intellectually driven young researcher whose academic record and research direction make him a strong candidate for the Young Scientist Award. His published contributions in high-impact journals, focus on contemporary behavioral questions, and commitment to interdisciplinary innovation show a mature understanding of academic inquiry. With strategic efforts toward independent research leadership and practical expansion of his methodologies, Zihao is well-positioned to emerge as a leading scholar in consumer and organizational behavior within the hospitality and tourism fields.
Publication
Title: Size effect‑based improved antioxidant activity of selenium nanoparticles regulating Anti‑PI3K‑mTOR and Ras‑MEK pathways for treating spinal cord injury to avoid hormone shock‑induced immunosuppression
Journal: Journal of Nanobiotechnology
Published: 16 January 2025
Authors: Peixin Liu; Xiaodong Liu; Zihao Wu; Kui Shen; Zhaofeng Li; Xiaowei Li; Qifeng Wu; Leung Chan; Zhong Zhang; Yutong Wu; Liwen Liu; Tianfeng Chen; Yi Qin