Xiaofang CAI
Research Assistant Professor
International Cooperation Program Director

Joined the SUSTech Business School in 2019. Her research interests include user behaviors in social media, open innovation, e-commerce, and knowledge contribution. She is the International Cooperation Program Director of College of Business.

Educational Background:

2013-2019 The University of Hong Kong School of Economics and Business Administration

2011-2013 Department of Information Management, Peking University

2008-2011 Guangdong University of Foreign Studies, School of Advanced Translation

2007-2011 Guangdong University of Foreign Studies, School of Information Science and Technology


Social Network User Behavior
Open Innovation Community
Knowledge Contribution

Journal Papers:

1.Akarhade Prasanna,  Tim Summers,  Xiao Fang Cai, Happy Cow Ice Cream: Data-Driven Sales Forecasting.(2019). Harvard Business Review.

2.Mi Zhou, Xiaofang Cai, Qian Liu, Weiguo Fan, Examining continuance use on social network and micro-blogging sites: Different roles of self-image and peer influence, International Journal of Information Management. 47 (2019) 215–232. (SCI/SSCI, 2017: 2-year Impact Factor = 4.516, 5-year Impact Factor = 4.810)

International Conference:

Invited speaker on the topic of “Teaching Time Series and Visualization Techniques: The Experience of Happy Cow Ice Cream Case” in the Conference on Case-based teaching under the Current Changing Higher Education, The Chinese University of Hong Kong, December 2018


Reviewer for journals:

  • Journal of the Association for Information Systems

  • Internet Research

  • Electronic Commerce Research and Applications

  • Information & Management

  • Information Technology & People (IT&People)

  • International Journal of Information Management

Reviewer for conferences:

  • International Conference for Information Systems (ICIS)

  • Organizational Communication and Information Systems (OCIS), Annual Meeting of Academy of Management

  • China Summer Workshop on Information Systems (CSWIM)

  • Cross Strait Conference of Information Management Development and Strategy (CSIM)

  • Hawaii International Conference on System Sciences (HICSS)

  • The Pacific Asia Conference on Information Systems (PACIS)

Associate editor for mini track: Human behavior and IS in PACIS 2019

Program committee member: CSWIM 2019