Central Michigan University Information Systems

Yixiu Yu

Faculty

Technology Adoption and User Behaviour

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About

Yixiu Yu is an Associate Professor of Business Information Systems at Central Michigan University. She received her PhD in Business Administration from Texas Tech University. Her research interests include the unipolar perspective on user satisfaction and dissatisfaction, user ambivalence, post-adoption behavior, human–AI interaction, and extended reality. Her work has appeared in Decision Support Systems, Journal of Computer Information Systems, Journal of Retailing and Consumer Services, among others.

Associate Professor · Central Michigan University