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- Fan, F. (2024). Self-interest or ethic: Consumer segmentation for purchasing agricultural products online based on attitude in China. Journal of Infrastructure, Policy and Development, 8(7). DOI
- Yi, L., Xinyu, Z., Xia, J., Fan, F., & Bo, S. A. (2024). How service robots’ human-like appearance impacts consumer trust: a study across diverse cultures and service settings. International Journal of Contemporary Hospitality Management, 36(9) 3151-3167. DOI
- Fan, F. (2023). Brand, Quality, and CSR: Which Management Strategy Achieves High Financial Performance for Agricultural Small-Medium Enterprises? SAGE Open, 13(4). DOI
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Dr. Fan, originally from China, earned double degrees from Shenyang Normal University and Fort Hays State University in the United States before moving to Japan in 2010. He completed his master’s program at Kagoshima University in 2014 and received his Ph.D. in 2017. Subsequently, he served as a lecturer at Chongqing University of Posts and Telecommunications in China for five years. In 2022, he worked as a visiting researcher in the Life and Environment division at the University of Tsukuba. Since 2023, he has been an Assistant Professor in the Faculty of Collaborative Regional Innovation at Ehime University. His areas of specialization include business administration, marketing, and agriculture.
With the spread of online retail, new online communities have emerged in which multiple agricultural producers collaborate to sell their products. Unlike traditional distribution channels, these online communities connect producers directly with consumers, thereby increasing the added value of agricultural goods and greatly motivating producers. In recent years, some communities have also focused on promoting “ethical consumption” and helping to address social issues. Dr. Fan has been conducting research and analysis, comparing to leading examples in places like China and the United States, to see if a distinctly Japanese model of online agricultural communities can be systematically established.
