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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. She earned her PhD in Business Administration from Texas Tech University. Her research examines human–AI interaction, anthropomorphism, extended reality, and the unipolar perspective on user satisfaction and dissatisfaction. Her work has been published in journals including Information & Management, Decision Support Systems, Journal of Computer Information Systems, and Journal of Retailing and Consumer Services.
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Publications & Presentations
Yu, Y., Liang, S., Jiang, H., Sundrup, R., & Chen, A. N. K. (2026). Sounds Good and Feels Better—How Anthropomorphism Influences Artificial Intelligence Voice Assistant Use. Information & Management, 63(7), 104416. http://doi.org/10.1016/j.im.2026.104416
Yu, Y. & Chen, A. N. K. (2026). Immersive Systems across Extended Reality: From Technology Categories to Mechanism-Centered Explanation. Decision Support Systems, 209, 114722. https://doi.org/10.1016/j.dss.2026.114722
Yu, Y., Turel, O., Davis, F., & Walden, E. (2026). Anthropomorphic Cues and Ambivalence in AI Voice Assistants. Journal of Computer Information Systems, 1-14. https://doi.org/10.1080/08874417.2026.2656898
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. https://doi.org/10.1016/j.jretconser.2025.104266
Yu, Y. & Davis, F. (2025). An Approach-Avoidance Model of User Satisfaction and Dissatisfaction. Journal of Computer Information Systems, 1-18. https://doi.org/10.1080/08874417.2025.2519199
Yu, Y., Fu, Q., Zhang, D., & Gu, Q. (2024). Understanding User Experience with Smart Home Products. Journal of Computer Information Systems, 1-23. https://doi.org/10.1080/08874417.2024.2408006
Yu, Y. & Davis, F. (2024). User Satisfaction and Dissatisfaction: Bipolar versus Unipolar Conceptualizations. Journal of Computer Information Systems, 64 (4), 486-500. https://doi.org/10.1080/08874417.2023.2226627
Education
Ph.D. Texas Tech University
Research Interests
User satisfaction/dissatisfaction, ambivalence, AI user experience, behavioral information security and privacy
Membership in Professional Organizations
AIS, INFORMS, DSI