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Chen Yiwen
Associate Professor
Tel:  86-10-64861897
Fax:  86-10-64872070
Mailing Address:  16 Lincui Road, Chaoyang District, Beijing 100101, China
Email:  chenyw@psych.ac.cn
Website:  
Resume:
48 years old, in 1982, was admitted to Department of Mathematics, Beijing Normal University. In 1989, graduated from the Department of Applied Mathematics and obtained Master of Science degree. In July 1989 assigned to Institute of Psychology, the Chinese Academy of Sciences. At present, has been hired as associate professor in the Division of Social and Engineering Psychology. Research fields: Advertisement & consumer psychology. His current research interest focuses on Corporation image strategy, consumer satisfaction and online shopping decision-making. Specializes in psychological statistics and research methods in psychological research, and results of its research " Fuzzy theory in psychology, method and its application" by the year 1994, gained Chinese Academy of Science and Technology Progress Second Prize. "Advertising works evaluation system developed" by the year 1994, achieved third prize of Shandong Province scientific and technological progress. More than 60 articles have been published.
Research Interests:
Advertising and Consumer Psychology
Community service:
Achievements:
Selected Publications:
Gao Jinjin ,Chen Yiwen , Qing Yingdi. (2012). The Impact of Ambient Scent on Customers in Chinese
    Service Market, Proceedings 0f 2012 the 2nd International Conference on Computer Science and
    Service System (CSSS).
Wei Guo, Jinjin Gao, Yiwen Chen, Cong Geng. (2012). The Influence of Flow Experience and Related
    Factors on Consumers’ Online Shopping Behavior Intention, Proceedings 0f 2012 the 2nd
    International Conference on Computer Science and Service System (CSSS).
QI Tingting, CHEN Yiwen, DENG Xiaoyun. (2012). Competency Model for Market Researcher,,
    Proceedings 0f 2012 the 2nd International Conference on Computer Science and Service System
    (CSSS).
Yanhong Zhou, Jinjin Gao, Yiwen Chen. (2012). Psychological Capital Moderate the Influence of Job
    Satisfaction on Performance, Proceedings 0f 2012 the 2nd International Conference on Computer
    Science and Service System (CSSS).
Ai-qun Yu, Ji-wei Ma, Yi-wen Chen. (2012). The Associations between  Professional Commitment, 
    Learning Burnout, and Grade Point Average in Independent College Students, Proceedings of the
    2012 IEEE International Conference on Industrial Engineering and Engineering Management(IEEM).
Michael Shengtao WU, Xiaodan YAN, Chan ZHOU, Yi-Wen CHEN, Juan LI,Xiangqin SHEN, Zhuo-Hong ZHU.
    (2011). ) (2011).  General Just-world Belief and Resilience in a Collectivistic Culture,
    European Journal of Personality, 25: 431–442 。(.
Zhang, S. W., Wang, E. P., & Chen, Y. W. (2011). Relative deprivation of occupation group – An
    effective predictor of Chinese life satisfaction. Asian Journal of Social Psychology,
    14, 148-158.
Li, S., Li, J-Z., Chen, Y-W., Bai, X-W., Ren, X-P., Zheng, R., Rao, L-L., Wang, Z-J., & Liu, H.
    (2010). Can overconfidence be debiased by low-probability/high-consequence event? Risk
    Analysis. 30(4), 699-707.
Xiaoyun Deng, Yiwen Chen, Jinjin Gao, Xiang sun(2010),The effect of E-Service category on
    Consumers’ Perceived Risk,Proceedings of  2010 second IEEE Symposium on Web Society, 92-96.
Kong, Y.P., Chen, Y. W., Wu, S., and Jiao, X. (2009). Risk Perception of Individual Suppliers in
    E-Commerce Transactions, Proceedings of 2009 1st IEEE Symposium on Web Society, 194-199.
Zhou, J.S., Ma, Y.J., Tian , Y.J., Chen, Y. W., and Wang, E.P. (2009). The forecasting modeling
    of mass incidents in same regions of China: An explorative research based on SVM Methodology.
    IEEE BIFE.
Li Shuangshuang, Jiao Xuan, Chen Yi-Wen, Wang Erping. (2007). Sun Xiang, personal supply-side
    risk perception in C2C e-commerce transactions. Chinese Journal of Ergonomics, 13 (3) , 58-60.
Fang Ye, Chen Yi-wen. (2006). Study on the impact of cognitive risk factors for college students
    online shopping. Chinese Journal of Ergonomics, 2006,12 (2), :28-30.
Sun Xiang, Shuo Yang, Chen Yi-Wen, Wang Erping. (2006). The Consummers’ Sources and Their
    Influence in B2C E-Commercet. Acta Psychologica Sinica, 2006,38 (4), 607-613.
Xuan Jiao, LV Jian-Hong, Chen Yi-wen. (2004). the Factor Structure of Brand Image system, Acta
    Psychologica Sinica, ,36 (3) , 359-364.
Grants:
2012.01-2015.12.  Scientists Fund of National Natural Science Foundation of China (Grant No.: 71171188).
 E–commerce consumers purchase decision and its influencing factors.