Emi Moriuchi Headshot

Emi Moriuchi

Associate Professor

Department of MIS, Marketing, and Analytics
Saunders College of Business

585-475-4355
Office Location

Emi Moriuchi

Associate Professor

Department of MIS, Marketing, and Analytics
Saunders College of Business

Education

BA, Manchester Metropolitan University (United Kingdom); MA, Hawaii Pacific University; Ph.D., University of Manchester (United Kingdom)

585-475-4355

Select Scholarship

Invited Article/Publication
Moriuchi, E., & Moriyoshi, N. (2024). A cross‐cultural study on online reviews and decision making: An eye‐tracking approach. Journal of Consumer Behaviour: An International Research Review. 23. 156-170.
Moriuchi, E., & Murdy, S. (2024). The Role of Robots in the Service Industry: Factors Affecting Human-Robot Interactions. International Journal of Hospitality Management,. 118. .
Chung, C., Jeong, L., & Moriuchi, E. (2023). What Motivates American and Filipino Students to Take Online Classes?. Journal of Educators Online. . .
Moriuchi, E., & Moriyoshi, N. (2023). A cross‐cultural study on online reviews and decision making: An eye‐tracking approach. Journal of Consumer Behavior. . .
Moriuchi, E., (2023). Encouraging Respect?: Understanding consumers' perspective on the two-way evaluation system in a sharing economy. Journal of Business Research. . .
Bui, Q., & Moriuchi, E. (2023). Effectiveness of Health Communication Technology on Compliance Disposition of Covid-19 Guidelines. Communications of the Association for Information Systems (AIS). 52. 39.
Moriuchi, E., Berbery, C., & Easton, C. (2023). Looking through the lenses of a patient: An Empirical Study on the factors affecting patient's intention to use avatar-based therapy. Journal of Technology in Behavioral Science. . .
Moriuchi, E., (2023). Bridging Social Marketing and Technology in the Disability Field: An Empirical Study on Social Inclusion. Journal of Social Marketing. . .
Moriuchi, E., (2023). "Alexa, lock my front door": An empirical study on factors affecting consumer's satisfaction with VCA‐controlled security devices. Psychology and Marketing. 40. 169-189.
Moriuchi, E., Agrusa, J., & Lema, J. (2023). Strategies for health and wellness tourism. International Journal of Tourism Research. . .
Moriuchi, E., & Takahashi, I. (2023). An Empirical Study on Repeat Consumer's Shopping Satisfaction on C2C eCommerce in Japan: The Role of Value, Trust and Engagement. Asian Pacific Journal of Marketing and Logistics. . .
Moriuchi, E., & Murdy, S. (2022). Increasing donation intentions toward endangered species: An empirical study on the mediating role of psychological and technological elements of VR. Psychology and Marketing. . .
Ackerman, D., Moriuchi, E., & Gross, B. (2022). Prada at Princeton: College Choice as Luxury Consumption for the Extended Self. Journal of Marketing for Higher Education. . .
Moriuchi, E., (2022). Leveraging the Science to Understand Factors Influencing the Use of AI-powered Avatar in Health Care Services. Journal of Technology in Behavioral Science. . .
Moriuchi, E., & Takahashi, I. (2022). Perceived Value, Trust and Engagement in an Online Consumer-to-consumer Secondary Marketplace. Journal of Business Research. . .
Bui, Q., & Moriuchi, E. (2021). Economic and Social Factors Predicting Readmission for Mental Health and Drug Abuse Patients. Sustainability. . .
Moriuchi, E., (2021). An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re‐use behavior. Psychology and Marketing. 38. 21-42.
Moriuchi, E., (2021). An empirical study of consumers' intention to use biometric facial recognition as a payment method.. Psychology and Marketing. . .
Moriuchi, E., (2021). The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review. 38. 514-538.
Moriuchi, E., (2021). English Accent Variations in YouTube Voice-Over Ads and the Role of Perceptions on Attitude and Purchasing Intentions. Journal of Interactive Advertising. . .
Moriuchi, E., (2021). Do you see what I see?: An Cross-Cultural Eye-tracking Approach toward Product Reviews. Journal of Marketing Theory and Practice. . 1-20.
Moriuchi, E., (2020). Social Credit Effect in a Sharing Economy: A Theory of Mind and Prisoner's Dilemma Game Theory Perspective on the Two-way Review and Rating System. Psychology and Marketing. 37. 641-662.
Moriuchi, E., Landers, V., Colton, D., & Hair, N. (2020). Engagement with chatbots versus augmented reality interactive technology in e-commerce. Journal of Strategic Marketing. . .
Osanami Törngren, S., Moriuchi, E., & Nyström, M. (2020). Comparing preferences towards multiracial advertising in Sweden and the US - Exploration through eye-tracking. Genealogy. 4. 109.
Thal, K., & Moriuchi, E. (2020). Fun and functional: Can a gamified travel app win over users?. International Journal of Business & Applied Sciences (IJBAS). 9. 1-9.
Moriuchi, E., & Basil, M. (2019). The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon. Sustainability. 11. 1820.
Moriuchi, E., & Takahashi, I. (2019). Integrated Consumer Shopping Decision Model: A Japanese Online Supermarket Context. Journal of Marketing Channels. 25. .
Moriuchi, E., (2019). Okay, Google!: An Empirical Study On Voice Assistants On Consumer Engagement And Loyalty. Psychology and Marketing. . 1-13.
Moriuchi, E., (2018). Is That Really An Honest Online Review? The Effectiveness of Disclaimers in Online Reviews. Journal of Marketing Theory and Practice. 26. .
Chung, C., Moriuchi, E., Limbu, Y., & Ganesan, P. (2018). Attitudes toward Star Ratings: Generational Differences among Indian Consumers. Journal of Global Marketing. . 1-14.
Moriuchi, E., & Chung, C. (2018). Young Americans' ethnic identity toward disaster advertising: The effects of disaster location and message types. International Journal of Nonprofit and Voluntary Sector Marketing. 23. .
Moriuchi, E., & Takahashi, I. (2018). An Empirical Investigation of the Factors Motivating Japanese Repeat Consumers to Review Their Shopping Experiences. Journal of Business Research. 82. 381-390.
Moriuchi, E., & Jackson, P. (2017). Role of brand names and product types on bicultural consumers' purchase intentions. Journal of Consumer Marketing. 34. 53-65.
Moriuchi, E., & Takahashi, I. (2016). Satisfaction, Trust and Loyalty of Repeat Online Consumer within the Japanese Online Supermarket Trade. Australian Marketing Journal. 24. 146-156.
Martin, M., & Moriuchi, E. (2015). The importance of university traditions and rituals in building alumni brand communities and loyalty.. Academy of Marketing Studies. . .
Full Length Book
(2021). Cross-Cultural Social Media Marketing: Bridging across Cultures. Moriuchi, E.,
(2019). Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, 2nd Ed.. Moriuchi, E.,
(2017). Handbook of Japanese Management. Moriuchi, E.,
(2017). Handbook of Japanese Management. Moriuchi, E.,
(2016). Social Media Marketing: Strategies in Utilizing Consumer-Generated Content. Moriuchi, E.,
Book Chapter
(2021). . Cross-Cultural Social Media Marketing: Bridging across Cultures. Moriuchi, E.,
(2019). . Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, 2nd Ed.. Moriuchi, E.,
(2017). Marketing Research. Handbook of Japanese Management. Moriuchi, E.,
(2017). Japanese Consumer Behavior. Handbook of Japanese Management. Moriuchi, E.,
(2016). . Social Media Marketing: Strategies in Utilizing Consumer-Generated Content. 126. Moriuchi, E.,
Published Conference Proceedings
Moriuchi, E., (2020). Perceived Attractiveness, Expertise, And Entertainment Experience Of Accents In Youtube Video Advertisements. Global Marketing Conferece.
Chung, C., & Moriuchi, E. (2020). Donation Behavior Between In-Group and Out-Group Perceptions: A Three-Selves Approach. Global Marketing Conferece.
Moriuchi, E., & Gonzales-Fuentes, M. (2020). Bias with Last Names? An Empirical Study on Reviewers' trustworthiness and Consumers' Purchasing Intention. Society for Marketing Advances.
Moriuchi, E., & Moriyoshi, N. (2020). An Empirical Study of Japanese And American Consumers' attribution Of Responsibility On Their Decision-Making Process: An Eye-Tracking Approach. Global Marketing Conferece.
Moriuchi, E., (2019). Myth or Reality : A Mixed Method Approach toward Americans' and Swedes' Belief and Attitude toward Racial Diversity in Ads. Workshop in Racial and Ethnic Diversity in Ads.
Moriuchi, E., & Gonzalez-Fuentes, M. (2019). Does Reviewer's Perceived Ethnicity make an Online Review more "Helpful"?: An Empirical Study on Online Reviews. Society for Marketing Advances.
Moriuchi, E., & Takahashi, I. (2019). Perceived value, Trust and engagement of Japanese online consumers in an e-commerce secondary marketplace. Royal Bank International Research Seminar.
Ackerman, D., & Moriuchi, E. (2019). Louis Vuitton at Yale: College Choice and the Extended Self.. Marketing Educator's Association.
Moriuchi, E., & Takahashi, I. (2018). The interactional effect of atmospherics, emotional and loyalty factors on online shopping intentions. Global Marketing Conferece.
Moriuchi, E., & Ackerman, D. (2018). Diversity in Marketing Pedagogy. Marketing Educator's Association.
Moriuchi, E., & Gonzales-Fuentes, M. (2018). The Association between Ethnic Congruency in the Consumer-Reviewer dyad in Online Reviews. Society for Marketing Advances.
Chung, C., Zeno, K., & Moriuchi, E. (2018). Factors that Affect Student E-book Adoption: An Experimental Study based on the Technology Acceptance Model (TAM) and Diffusion of Innovation Theory.. Marketing Educator's Association.
Martin, M., Moriuchi, E., Martin, M., & Goebel, T. (2017). Empathy in Marketing Students: Are We Missing the Boat in Marketing Education. Marketing Management Association.
Moriuchi, E., (2017). Flipped Classroom and the Millennial Students. Society for Marketing Advances.
Moriuchi, E., & Carlson, G. (2017). Say What?: The Role of Accent in Online Ads and its Impact on Consumers' Reactions toward Advertisements and Purchasing Intentions. Society for Marketing Advances.
Martin, M., Moriuchi, E., Martin, M., & Goebel, T. (2017). Empathy in Marketing Students. Marketing Educator Association.
Chung, C., Moriuchi, E., Limbu, Y., & Ganesan, P. (2017). Attitudes toward Star Ratings: Generational Differences among Indian Consumers. Society of Marketing Advances. Society for Marketing Advances.
Moriuchi, E., (2016). The factors that affect donation advertising effectiveness: An experimental research for felt ethnicity and in-group and out-group perspectives for young Americans. Advances in Consumer Research.
Moriuchi, E., & Chung, C. (2016). Do Millennials Care about "made in the U.S.A"?: An Experimental Research on Country-of-Origin Effect and Antecedents on Product Consciousness. Society for Marketing Advances.
Chung, C., & Moriuchi, E. (2016). An Empirical Study on Consumers' Attitude toward Star Ratings. Business and Applied Sciences Academy of North America.
Moriuchi, E., Martin, M., Martin, M., & Goebel, T. (2016). Increasing Students' Engagement, Flow, and Learning in Marketing Classes. Marketing Educator's Association.
Moriuchi, E., Chung, C., & Lee, C. (2016). Are you ready to be digitalized?: Students' Perception towards e-textbook Adoption. Marketing Educator Association.
Moriuchi, E., & Martin, M. (2016). Are you ready for Flipped Classroom. Marketing Educator Association.
Moriuchi, E., (2015). Which do I Prefer? A Theoretical Framework for Japanese Biculturals' Advertising Response Towards Hedonic and Utilitarian Products in Japan. Academy of Marketing Science World Marketing Congress.
Chung, C., & Moriuchi, E. (2015). Do people respond differently to donation ads when disaster location and message type are different?: An experimental research from an American and Japanese perspectives. Society for Marketing Advances.
Moriuchi, E., & Takahashi, I. (2015). An Empirical Investigation the Factors Motivating Japanese Repeat Online Consumers to Review Their Shopping Experience Online. Royal Bank International Research Seminar.
Moriuchi, E., & Chung, C. (2015). Understanding Young American's Donation Behavior towards Domestic and International disasters. Business and Applied Sciences Academy of North America.
Moriuchi, E., & Chung, C. (2015). The factors that affect donation advertising effectiveness: An experimental research for felt ethnicity and in-group and out-group perspectives for young American. 2009 Association for Consumer Research Asis-Pacific Conference.
Chung, C., & Moriuchi, E. (2015). The Effectiveness of Donation Advertising: An Experimental Study For Felt Ethnicity and Messages On In-Groups And Out-Groups. Academy of Marketing Science - Annual Conference.
Chung, C., Moriuchi, E., & Ackerman, D. (2015). Incorporating Google Online Challenge in E-Marketing Classes. Marketing Educator Association.
Moriuchi, E., Martin, M., & Smith, R. (2015). "The Importance of University Traditions and Rituals in Building Alumni Brand communities and Loyalty. Allied Academies Spring International Conference.
Moriuchi, E., Martin, M., & Smith, R. (2015). Increasing Students' Engagement, Flow, and Learning in Marketing Classes: Conceptual Foundations and Research Issues. Marketing Educator Association.
Moriuchi, E., Diamantopolous, A., & Jackson, P. (2012). Bicultural Consumption Behavior: An Experimental Study on Shin Japanese-Americans' Perceptions and Buying Intentions towards Hedonic and Utilitarian Products. AMA.
Moriuchi, E., & Cui, C. (2011). The Lived Experiences of Bicultural Consumers in Hawaii. Academy of Marketing Science World Marketing Congress.
Moriuchi, E., (2010). Biculturalism Among Japanese Immigrants and Japanese-Americans in Hawaii: A Cross-Cultural Analysis on Cultural Frame Switching and Decision Making of Biculturals. EMAC Doctoral Colloquium.
Moriuchi, E., & Cui, C. (2010). Biculturalism Among Japanese Immigrants and Japanese-Americans in Hawaii. Academy of Marketing Conference, Aston, United Kingdom.
Moriuchi, E., (2010). Biculturalism Among Japanese Immigrants and Japanese-Americans in Hawaii: A Cross-Cultural Approach. Academy of Marketing- Doctoral Colloquim.