Dr Ou Wang

Ou Wang

Senior Lecturer in Agribusiness


Agriculture; Consumer Behaviour; E-commerce; Marine; Market Research; Marketing; Sustainability

Food marketing; Value chain analysis; Agribusiness; Agricultural economics; Applied economics

Qualifications: PhD UGent

Contact Details

Room: MSB.2.19
Phone: +64 7 838 4134

Papers Taught

About Ou

Ou is a senior lecturer in the Agribusiness Unit, based at the School of Accounting, Finance and Economics of The University of Waikato. He completed a Ph.D. in food marketing and consumer behaviour. Previously, he managed research and consultancy projects about value chain and/or consumer analysis for seafood, e-commerce food marketing, traditional food, European food and European beer. He worked and had good academic collaborations in Europe, China and North America. His consumer and value chain studies are published in international reputed journals. He is also a reviewer for several reputed academic journals. Currently, he is working on funded research projects related to influences of technology on food industry. His teaching focuses on food consumer behaviour, agri-food systems, and agribusiness case analysis.

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Research Interests

Consumer behaviour

Value chain analysis

Food marketing

Recent Publications

  • Wang, O., Somogyi, S., & Charlebois, S. (2020). Food choice in the e-commerce era: A comparison between business-to-consumer (B2C), online-to-offline (O2O) and new retail. British Food Journal, 122(4), 1215-1237. doi:10.1108/bfj-09-2019-0682

  • Wang, O., Somogyi, S., & Ablett, R. (2020). Chinese consumers’ willingness to pay for quality attributes and online purchase of lobsters imported from Canada, U.S. and Australia. In AARES 2020. Perth, Australia.

  • Wang, O. (2020). Consumer adoption of online-to-offline food delivery services: A conceptual model. In Advances in Digital Marketing and eCommerce: First International Conference, 2020 (pp. 95-105). Springer. doi:10.1007/978-3-030-47595-6_13

  • Wang, O., & Somogyi, S. (2020). Motives for luxury seafood consumption in first-tier cities in China. Food Quality and Preference, 79, 9 pages. doi:10.1016/j.foodqual.2019.103780

Find more research publications by Ou Wang