Dr Cloris Luo Xi

Dr Cloris Luo Xi

  • Senior Lecturer
Department of Marketing Strategy & Innovation
  • ºìÐÓÊÓƵ Business School
SDGs Focus

Biography

Dr. Cloris Xi Luo is a senior lecturer at the Department of Marketing Strategy & Innovation, ºìÐÓÊÓƵ Business School, ºìÐÓÊÓƵ University in Malaysia. Her research interests focused on e-commerce, influencer marketing, technology innovation and consumer behavior. Before Joining ºìÐÓÊÓƵ University, Dr. Cloris has worked at Academy for Global Development, Beijing Normal University, where she conducted research in the areas of social policy and environmental sustainability. Her academic achievements include publications in reputable journals such as Science, Journal of Travel Research, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Computer Information Systems, International Journal of Consumer Studies, Journal of Fashion Marketing and Management, among others. 

Academic & Professional Qualifications

  • PhD in Marketing, Universiti Putra Malaysia, Malaysia (2023)
  • Master of Science, King’s College London, UK (2020)
  • Bachelor (Hons) in Marketing, Hong Kong Baptist University, HK (2018)

Research Interests

  • E-Commerce
  • Influencer Marketing
  • Technology Innovation
  • Consumer behaviour

Teaching Areas

  • Marketing

Courses Taught

  • Principle of Marketing
  • Marketing Analytics

Notable Publications

  1. Luo, X., Chang, Y.S., Cheah, J.H., Lim W.M., & Lim, X.J. Antecedents and Consequences of Digital Human Avatar-Destination Fit: The Case of Cultural Heritage Tourism. Journal of Travel Research. 00472875251349232.
  2. Luo, X., Lim, W. M., Suh, A., Idris, I., Soon, P. S., Ma, L., & Cheah, J. H. (2026). Digital human avatars as virtual influencers shape climate engagement and pro-environmental commitment. Journal of Business Research, 208, 116049.  
  3. Luo, X., Lim, X.J., Cheah, J.H., & Dwivedi, Y.K. (2025). Inducing Shoppers’ Impulsive Buying Tendency in Live-Streaming: Integrating Signalling Theory with Social Exchange Theory. Internet Research, 35(1), 318-348
  4. Luo, X., Chang, J. Y. S., Cheah, J. H., Lim, W. M., & Lim, X. J. (2026). Health anxiety and information-seeking in the digital age: a two-wave study of cyberchondria. Internet Research, 1-26.  
  5. Luo, X., Cheah, J. H., Hollebeek, L. D., & Lim, X. J. (2024). Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness. Journal of Retailing and Consumer Services, 77, 103644.
  6. Luo, X., Lim, W. M., Cheah, J. H., Lim, X. J., & Dwivedi, Y. K. (2023). Live Streaming Commerce: A Review and Research Agenda. Journal of Computer Information Systems, 65 (3), 376-399.  
  7. Luo, X., Cheah, J.H., & Lim, X.J. (2025). Unboxing Gender Differences Towards Impulsive Buying Tendency in Live-Streaming Shopping. International Journal of Consumer Studies, 49 (3), e70055
  8. Luo, X., Lim, X. J., Cheah, J. H., Lin, Q., & Yingxia, L. (2025). Can you try that on for me? How interactive live-streaming try-ons drive customer purchase in online fashion. Journal of Fashion Marketing and Management, 29(8), 1389-1412.
  9. Wang, S., Lim, X. J., Luo, X., & Cheah, J. H. (2024). To hesitate or not to hesitate: Can popularity cues minimize the hesitation to checkout in e-commerce?. Journal of Retailing and Consumer Services, 78, 103730.
  10. Gao, Z., Cheah, J. H., Lim, X. J., & Luo, X. (2024). Enhancing academic performance of business students using generative AI: An interactive-constructive-active-passive (ICAP) self-determination perspective. The International Journal of Management Education, 22(2), 100958. 

Achievements & Accolades

  1. Best Paper Awards for the 2024 International Conference on Partial Least Squares Structural Equation Modelling (PLS-SEM)
  2. Dean’s Award for Research Excellence 2024
  3. Dean’s Commendation for Service 2024
  4. Dean’s Award for Research Excellence 2025
  5. Dean’s Commendation for Service 2025