Dr. Monica LAW
Head of Department, and Associate Professor

E-mail:  cclaw@hksyu.edu
Telephone:    +(852) 2804 8502
Office: RHB 403
Academic Qualifications
  • Ph.D., Marketing Management, Hong Kong Polytechnic University
  • M.Sc., Applied Psychology, City University of Hong Kong
  • M.Sc., Management, Hong Kong Polytechnic University
  • Certificate in International Business Negotiation, Hamline University
Courses Taught
  • Capstone Project I (Internship)
  • Capstone Project II (Research Report)
  • Internship
Selected Publications
  1. Law, M., Ho, K. H., & Cui, X. (2025). Exploring Hong Kong public attitudes and concerns about traditional Chinese medical treatments: a study on discussion forum responses. International Journal of Pharmaceutical and Healthcare Marketing. Vol. ahead-of-print No. ahead-of-print.
  2. 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. Vol. ahead-of-print No. ahead-of-print.
  3. Law, M., & Ng, M. (2025). Assessing the influence of consumer engagement on purchase intention in live streaming commerce. In M. Law (Ed.), E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 10-23). Dr. Francis Cheung Business Analytics Research Centre, Hong Kong Shue Yan University.
  4. Law, M., Choy, P. K. K. & Liu, X. (2025). What drives diners to share restaurant reviews on OpenRice. In M. Law (Ed.), E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 236-263). Dr. Francis Cheung Business Analytics Research Centre, Hong Kong Shue Yan University.
  5. Ng, M., & Law, M. (2025). Cultivating viewers’ habit of watching live streams: Insights from consumer value theory and flow theory. In M. Law (Ed.), E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 24-59). Dr. Francis Cheung Business Analytics Research Centre, Hong Kong Shue Yan University.
  6. Law, M., Ng, M., & Lai, Y. K. S. (2024). Switch or continue to use? An empirical investigation into mobile payment applications. Journal of Global Scholars of Marketing Science, 34(2), 163-185.
  7. Ho, K. H., Law, M., Hou, Y., & Chan, T. T. (2024). Spillover analysis on NFTs, NFT-affiliated tokens and NFT submarkets. Finance Research Letters, 60, 104598.
  8. Ng, M., Law, M., Lam, L., & Cui, C. (2023). A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong. Electronic Commerce Research, 23(3), 1565-1590.
  9. Law, M. (2020). Continuance intention to use Facebook: Understanding the roles of attitude and habit. Young Consumers, 21(3), 319-333.
  10. Ng, M., Law, M., & Zhang, S. (2018). Predicting purchase intention of electric vehicles in Hong Kong. Australasian Marketing Journal, 26(3), 272-280.
  11. Law, M., Kwok, R.C.W., & Ng, M. (2016). An extended online purchase intention model for middle-aged online users. Electronic Commerce Research and Applications, 20, 132-146.
  12. Law, M., & Ng, M. (2016). Age and gender differences: Understanding mature online users with the online purchase intention model. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 26(3), 248-269.
  13. Ng, M., & Law, M. (2015). Encouraging green purchase behaviours of Hong Kong consumers. Asian Journal of Business Research, 5(2), 1-17.
  14. Cheung, M., & Law, M. (2008). Relationships of organizational justice and identification: The mediating effects of perceived organizational support in a Hong Kong setting. Asia Pacific Business Review, 14(2), 213-231.
  15. Law, M. (2008). Customer referral management: An implication of social network. The Service Industries Journal, 28(5), 669-683.
Research Interests
  • Consumer Behaviour
  • Customer Relationship Management
  • Digital Marketing
  • Organizational Behaviour
  • Service Marketing