Dr. Brian Chi Bo WONG

Senior Lecturer

E-mail:  cbwong@hksyu.edu
Telephone:    +(852) 2804 8534
Office: RHB 415
Academic Qualifications
  • PhD in Business and Management, University of South Australia, Australia
  • MSc in Business Information Technology, Manchester Metropolitan University, UK
  • MA in Marketing Management, Manchester Metropolitan University, UK
  • MBA, Cardiff University, UK
  • BSc (Hons) in Information Engineering, University of Manchester, UK
  • Diploma in Marketing, The Chartered Institute of Marketing, UK
Courses Taught
  • BUS 304 Marketing Strategy & Sustainability
  • BUS 340 Internet and Social Media Marketing
  • BUS 472 Capstone Project II
  • BUS 485 e-CRM
Selected Publications

​​​​Journal Articles: 
 
  1. Ng, M., Law, M., Wong, C. B., & Liang, M. (2025). Drivers of non-fungible token (NFT) investment intention: The roles of innovativeness, knowledge, subjective norms, and perceived value. Journal of Electronic Business & Digital Economics (Forthcoming).
  2. Wong, K. L. K., Wong, C. B., Wong, W. Y., & Wong, M. S. (2020). Moderators affecting the relationship between student satisfaction and student retention in the self-financed tertiary education sector: A conceptual research model. Journal of e-Learning and Higher Education, 2020, 1-10. 
  3. Wong, C. B., Wong, K. L. K., Ng, H. C., & Chou, C. P. (2018). Rewarding and punitive switching barriers in a continuous purchasing setting: Impact of relationship age. Journal of Electronic Banking Systems, 2018, 1-10. 
  4. Wong, C. B., Wong, K. L. K., Wong, M. H., & Chan, E. W. C. (2016). Use of switching barriers to retain customers: Online retail stock traders in Hong Kong. GSTF Business Review, 4(4), 93-98. 
  5. Wong, C. B., Wong, K. L. K., Ng, H. C., & Wong, M. H. (2013). Mainland Chinese tourists’ expectations, perceived performance of, and satisfaction towards shopping malls in Hong Kong. GSTF Business Review, 2(3), 134-139. 
  6. Wong, C. B., & Wong, K. L. K. (2013). Perceived usefulness of the Internet for adopters and non-adopters: An empirical analysis of retired senior citizens in Hong Kong. GSTF Journal on Computing, 2(4), 55-60. 
  7. Wong, C. B., & Wong, K. L. K. (2012). The moderating effect of switching barriers: Online stock and derivatives trading. GSTF Business Review, 2(2), 245-251.
  8. Wong, C. B. (2012). Facebook usage by small and medium-sized enterprises: The role of domain-specific innovativeness. Global Journal of Computer Science and Technology, 12(4), 52-59.
  9. Wong, C. B., Ng, H. C., Wong, K. L. K., & Wong, M. H. (2012). The relationship between shopping mall attributes, customer satisfaction, and positive word-of-mouth: China visitors in Hong Kong. Global Journal of Management and Business, 12(3), 49-62.
  10. Wong, C. B. (2011). The influence of satisfaction and relationship commitment on student loyalty in self-financed tertiary education institutions. World Journal of Management, 3(1), 1-14.
  11. Wong, C. B. (2011). The effect of satisfaction and switching costs on customer retention: Retail Internet banking services. Global Economy and Finance Journal, 4(1), 1-18.
  12. Wong, C. B. (2011). Perceptions of customer satisfaction, switching costs, and customer retention: An empirical study of basic and advanced Internet banking users in Hong Kong. Global Journal of Management and Business, 11(2), 57-66.
  13. Wong, C. B., & Mula, J. M. (2009). The moderating effect of switching costs on the customer satisfaction-retention link: Retail Internet banking service in Hong Kong. IBIMA Business Review, 2, 20-28.

Conferences Papers:
 
  1. Wong, C. B., Law, M., & Wu, W. C. B. (2023). Determinants of customer loyalty: A green marketing perspective. In 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022) (pp. 447-462). Atlantis Press.
  2. Wong, C. B., Wong, K. L. K., Wong, W. Y., & Ng, H. C. (2018). The moderating effect of relationship termination costs in the link between relationship commitment and intention to stay: An empirical study of self-financed tertiary education institutions in Hong Kong. In 32nd IBIMA Conference: Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional Expansion to Global Growth (pp. 6530-6543). IBIMA Publishing
  3. Wong, C. B., Wong, K. L. K., Wong, M. H., & Wong, M. K. (2017). Switching barriers that help retain online retail banking users: A study of basic and advanced users. In 29th IBIMA Conference: Education Excellence and Innovation Management through Vision 2020 (pp. 2956-2969). IBIMA Publishing. 
  4. Wong, C. B., & Mula, J. M. (2009). The moderating effect of switching costs on the customer satisfaction-retention link: Retail internet banking service in Hong Kong. In 11th IBIMA Conference: Innovation and Knowledge Management in Twin Track Economies (pp. 1773-1781). IBIMA Publishing.

Book Chapters:
 
  1. Wong, C. B., & Liang, Y. (2024). Unravelling purchaser retention: Exploring the influence of direct and moderating factors for single and multiple NFT platform purchasers. In A. Olanrewaju & S. Bruno (Eds.), Advancements in architectural, engineering, and construction research and practice (pp. 167–181). Springer.
  2. 王 志 寶 、 梁 詩 明 (2009) ，金 融 海 嘯 下 預 期 就 業 安 穩 信 心 及 預 期 經 濟 前 景 對 香 港 市 民 消 費 意 欲 的 影 響，於 司 徒 永 富 、陶 濤 ，金 融 海 嘯 對 中 港 兩 地 的 影 響 (頁 205-220) ，香 港 : 匯 智 出 版。
 
Research Interests
  • Strategic impacts of information systems and technology
  • Factors affecting technological adoption
  • Factors affecting customer satisfaction and loyalty
  • E-Commerce