Biography
Dr. Chong Sin Er is an Assistant Professor in Management at Xiamen University Malaysia (XMUM), with a keen interest in marketing, social commerce, e-commerce, and digital consumer behavior. She completed her Ph.D in Marketing at Universiti Putra Malaysia (UPM) within 2.5 years. In recognition of her timely completion, she received the Certificate of Graduate-on-Time. She was honored with the Best Paper Award at the PLS-SEM International Conference 2024, an achievement she is deeply grateful for. She is a certified reviewer recognised by the Research Academy of Elsevier.
Her research work has been published in high-impact journals (SSCI Q1 journals) such as Current Issues in Tourism (ABDC A-ranked), Journal of Research in Interactive Marketing (ABDC A-ranked), and Marketing Intelligence and Planning, covering topics such as digital tourism experiences, social commerce, and technology-driven consumer behavior. Before pursuing her Ph.D., she gained hands-on industry experience in e-commerce and social commerce business development, which deepened her foundation in the digital marketplace. She is also an alumna of XMUM, where she earned a Bachelor of Management in International Business (Honours) with the award of a full Merit Scholarship and the Chinese Ambassador Scholarship. Returning to her alma mater as an academician and a budding researcher, she hopes to contribute meaningfully to both research and teaching.
Research Interest
Social commerce, e-commerce, consumer behaviors, digital technologies, international business, tourism, artificial intelligence (AI)
Educational Background
PhD (Marketing), School of Business and Economics, Universiti Putra Malaysia
Awards:
Graduate Research Fellowship Scholarship (PhD)
Certificate of Graduate-on-Time
Best Paper Award (PLS-SEM International Conference 2024)
Bachelor of Management in International Business (Honours), Xiamen University Malaysia
Awards:
- Merit Scholarship-100% tuition fee waiver (2017-2020)
Chinese Ambassador Scholarship awarded by the Ambassador Extraordinary and Plenipotentiary of the People’s Republic of China to Malaysia (2017)
Certificate of Distinction (First class honours)
Working Experience
Assistant Professor, Xiamen University Malaysia (2025-Present)
Tutor & Research Fellow, Universiti Putra Malaysia
Business Development Team Lead, OZB Group (Australia)
E-commerce Customer Experience Executive, Alpro Group Headquarters
Online Business Founder (E-commerce business)
Part-time Research Assistant and Asset Management Helper, Xiamen University Malaysia
Research Experience
Principal investigator for “Striking a Balance Between Real and Eerie: An Approach–Avoidance Perspective on Immersion and Continuance Intention Toward AI-Generated Avatars in Social Commerce”, Xiamen University Malaysia Research Fund. (2025-2028, on-going)
Representative Publications
Chong, S. E., Looi, K. H., & Shahudin, F. (2025). Beyond the prompt: Exploring technostress, flow and personality in generative AI behaviors. The Electronic Library. (ABDC B, SSCI Q2, IF: 1.7)
Chong, S. E., Ng, S. I., Kamal Basha, N., & Lim, X. J. (2025). Unlocking the Enigma of S-Commerce Discontinuation: Exploring the approach and avoidance motivations. Marketing Intelligence and Planning. (ABDC A, SSCI Q1, IF: 5.4)
Chong, S. E., Lim, X. J., Cheah, J.H. (Jacky), & Tee, K. K. (2024). From screen to scene: exploring factors influencing flow state and actual destination visitation tendencies in short travel videos. Current Issues in Tourism, 1-20. (ABDC A, SSCI Q1, IF: 6.7)
Chong, S. E., Ng, S. I., Kamal Basha, N., & Lim, X. J. (2024). Connecting the Dots: Exploring Haptic Imagery's Sequential Impact in Social Commerce Applications. International Journal of Business Science and Applied Management, 19(2), 1-21. (Scopus Q2, CiteScore: 4.0)
Chong, S. E., Ng, S. I., Kamal Basha, N., & Lim, X. J. (2024). Social commerce in the social media age: Understanding how interactive commerce enhancements navigate app continuance intention. Journal of Research in Interactive Marketing, ahead-of-print. (SSCI Q1, IF: 11.6)
Chong, S. E., Ng, S. I., Kamal Basha, N. B., & Lim, X. J. (2024). How do I deal with complex social commerce landscape? Understanding continuance intention using approach and avoidance motivations model. Aslib Journal of Information Management, ahead-of-print. (SSCI Q1, IF: 3.1)
Chong, S. E., Ng, S. I., & Kamal Basha, N. B. (2023). A Systematic Review of Studies on Flow Experience from 2010-2022. Insights and Directions for Future Research. NUST Business Review, 4(2), 1–21.
Other Academic Services/Contributions
Certified reviewer by Research Academy of Elsevier
Served as journal reviewer for high-impact journals:
1. Asia Pacific Journal of Marketing and Logistics (2024 to present)
2. Journal of Retailing and Consumer Services (2023 to present)
3. Scientific Reports (2024 to present)
4. Journal of Research in Interactive Marketing (2024 to present)
5. International Journal of Business Science & Applied Management (2025 to present)
6. Discover Sustainability (2025 to present)
7. Social Network Analysis and Mining (2025 to present)
Speaker for public research talk on “Experience sharing of overseas postgraduate application” (4th Oct 2024 at Xiamen University Malaysia)
Best paper award recipient at 2024 International Conference on PLS-SEM (3-7 Sep 2024)
Judge for Business Case Study Competition 2025 at Menara Prudential ,TRX (5-6 July 2025)
Advisor for “Southeast Asia Division Contest of China International College Students Innovation Competition 2025” (Malaysia-China Youth Innovation Competition)
Project Title: Lightseeker
Role: Marketing Advisor
Guided student team on marketing strategies and presentation; team won Second Prize (RM5,000) and received praise from judges for outstanding marketing planning.
Proofread and edited book chapters
Club advisor