Yuhui (Jessie) Liu

Ph.D., Human Environmental Sciences, Textile and Apparel Management

University of Missouri, USA, Graduation - 2025 (Dissertation topic: "Sourcing Through Supply Chain Network on B2B E-Marketplaces: From Competitive Advantage to Market Performance: A Study in the U.S. Fashion Industry."

MBA (Master of Business Administration). Robert J. Trulaske, Sr. College of Business,

University of Missouri, USA, Graduation - 2022

MPA (Master of Public Affairs), Truman School of Government and Public Affairs

University of Missouri, USA, Graduation - 2019

Graduate Certificates

• Data Science and Analytics, Graduate School, MU - 2025
• Marketing Analytics, Robert J. Trulaske, Sr. College of Business, MU - 2022
• Digital Merchandising, Textile, and Apparel Management Department, MU - 2022
• Global Leadership, Asian Affairs of International Center, MU - 2017

Bachelor of Engineering, University of Science and Technology Beijing - 1995

Assistant Professor

School of Media & Design 

Fashion Management Program

University of the Incarnate Word, San Antonio, TX

Teaching Assistant

Department of Textile and Apparel Management

University of Missouri, Columbia, MO

Graduate Assistant

International Admission Office

University of Missouri, Columbia, MO

Research Assistant

Truman School of Government and Public Affairs

University of Missouri, Columbia, MO

Business Owner / Manager

Hangzhou Millsvan Imp. & Exp. Ltd., Zhejiang, China, 2007-2014

Merchandising Manager / Partner

J&S Enterprise Ltd., Hangzhou branch, China, 2002-2007

Peer Reviewed Journal Publications

1. Davis, L. Y., Zhao, L., Davis, D., & Liu, Y. (2024).  Identifying critical resources for successful fashion startups in the USA: An exploratory study.  Journal of Fashion Marketing and Management, ahead-of-print (ahead-of-print). https://doi.org/10.1108/JFMM-04-2023-009 [SSCI Indexed].
2. Li, Y., Dong, F., Bullock, L.F., Liu, Y., & Bloom, T. (2022). "It never goes away": Chinese immigrant women's experiences of intimate partner violence. Psychology of violence, 12(2), 74.  https://psycnet.apa.org/doiLanding?doi=10.1037%2Fvio0000400 [SCCI Indexed].

Peer Reviewed Conference Abstract / Proceedings

1. Liu, Y. & Zhao, L. "Information System Integration and Supply Chain Functions on B2B E-Marketplace: A Study of Their Joint Impact in the U.S. Fashion Industry." International Textile and Apparel Association Annual Conference 2025, St. Louis, Missouri. [Poster presentation]
2.  Liu, Y., Zhao, L. & Li, X. E-Sourcing Experience on B2B E-marketplace and Form Performance: A Causal Analysis in the US and India Fashion Industry Context, International Textile and Apparel Association Annual Conference 2025, St. Louis, Missouri. [Poster presentation]
3. Liu, Y. & Zhao, L., (2025) Understanding fashion AI evolution; a systematic literature review of AI research in the fashion industry. International Textile and Apparel Association Annual Conference, Long Beach, CA. [Oral Presentation]
4. Liu, Y. & Zhao, L., (2025) Decoding e-sourcing narrative in Reddit: A comprehensive text mining approach.  International Textile and Apparel Association Annual Conference, Long Beach, CA. [Poster presentation]
5. Downs, A.R., Liu, Y. & Zhao, L., (2025) Mining online customer reviews: What do customers mention about cotton jeans? International Textile and Apparel Association Annual Conference, Long Beach, CA. [Poster presentation]
6. Liu, Y. & Ha-Brookshire, J., (2025) Mapping success: A study on firm capabilities in Chinese cross-border e-commerce.  International Textile and Apparel Association Annual Conference, Long Beach, CA. [Poster presentation]
7. Liu,Y.J. & Zhao, L., (2024). Understanding fashion border e-commerce in China: A study of surviving selection and adapting strategies, International Textile and Apparel Association Annual Conference Proceedings 80(1).  [Oral presentation]
8.  Sun, X., Liu, Y.J. & Zhao, L., (2024). Exploring fashion digital intelligence: Analysis of knowledge domains and digital competency in fashion merchandising, International Textile and Apparel Association Annual Conference Proceedings 80(1). [Oral Presentation]
9. Liu, Y.J. & Zhao, L., (2024). Decoding fashion evolution: A systematic review of fashion research using computational approaches, International Textile and Apparel Association Annual Conference Proceedings 80(1). [Poster presentation]