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Yu, Yixiu Ashley
FACULTY
Biography
Dr. Yixiu "Ashley" Yu is an Associate Professor of Business Information Systems at Central Michigan University. Her research explores the psychological and experiential dimensions of human–AI interaction, with a focus on user satisfaction, dissatisfaction, and ambivalence.
More about Yixiu Ashley Yu
Publications & Presentations
Yu, Y. & Davis, F. (2025) An Approach-Avoidance Model of User Satisfaction and Dissatisfaction. Journal of Computer Information Systems. 1-18.
Yu, Y., Davis, F., Walden, E., & Turel, O. (2025). Unpacking Conflicting Evaluations and Ambivalence in Online Hotel Booking: The Moderating Role of Perceived Enjoyment in User Retention. Journal of Retailing and Consumer Services. 85, 104266.
Yu, Y., Fu, Q., Zhang, D., & Gu, Q. (2024). Understanding User Experience with Smart Home Products. Journal of Computer Information Systems. 1-23.
Yu, Y. & Davis, F. (2024). User Satisfaction and Dissatisfaction: Bipolar versus Unipolar Conceptualizations. Journal of Computer Information Systems, 64 (4), 486-500.
Education
Ph.D. Texas Tech University
M.S. Tongji University (China)
B.S. Southwest Jiaotong University (China)
Research Interests
User satisfaction/dissatisfaction, ambivalence, AI user experience, behavioral information security and privacy
Membership in Professional Organizations
AIS, INFORMS, DSI