孙春华，安徽合肥人，合肥工业大学管理学院副教授。主要研究方向：消费者行为。主讲本科生及MBA课程：消费者行为学，现代企业管理，市场营销学，人力资源管理。
主持国家自然科学基金面上项目1项，科技部国家重点研发计划项目子课题1项，第一作者或者通讯作者在SCI、SSCI、国内核心期刊发表论文20余篇，第一发明人获得授权的国家发明专利6项。
团队研究方向：
（1）虚拟现实和增强现实环境下的消费者行为
（2）虚拟数字人服务场景下的消费者行为
（3）人工智能生成的错误和虚假信息对消费者行为的影响及干预措施
科研项目：
（1）主持国家自然科学基金面上项目“基于VR/AR技术的网络营销系统的价值创造机制研究”
（2）主持国家重点研发计划子课题“融合移动通信数据的YQ事件跟踪与预测技术”
（3）主持教育部人文社会科学研究项目“网络电视节目观众的交互行为和情感表达及对市场绩效的影响”
（4）主持安徽省教育厅人文社会科学研究项目“产业转移中的市场因素研究”
（5）主持企业委托课题“数据流通交易中的安全管理需求和风险识别研究”
近年科研论文：
(1) Chunhua Sun, Yuan Fang, Meng Kong; Xiayu Chen, Yezheng Liu*. Influence of augmented reality product display on consumers' product attitudes: A product uncertainty reduction perspective. Journal of Retailing and Consumer Services, 2022, 64：102828. SSCI.
(2) Chunhua Sun, Chenhui Ye, Changdan Li, Yezheng Liu*. Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing. Journal of Research in Interactive Marketing, 2024, 18(3)：430-445. SSCI.
(3) Chunhua Sun, Dongmei Wang, Yezheng Liu*. Order Matters: The Effect of “AR-First” or “AR-Later” on Consumer Decision-Making, International Journal of Human–Computer Interaction, 2025, 41(15):9822-9838. SSCI&SCI.
(4) Chunhua Sun, Hong Meng, Yezheng Liu*. To Initiate or Not: How Virtual Social Touch of Virtual Humans Affects User Perceptions in Marketing Interactions. International Journal of Human–Computer Interaction, 2025 online. SSCI&SCI.
(5) Chunhua Sun, Luqing Wang, Qingqing Yao, Yezheng Liu, Zhengping Ding. Multi-sensory in virtual reality tourism: the impact of the interaction between images and tones on virtual reality travel intention. Journal of Hospitality and Tourism Insights, 2025 online.
(6) Chunhua Sun, Hong Meng, Ziqin Gan, Yezheng Liu. Choose AR or live streaming? the influence of online product presentation on consumers’ product uncertainty. Electronic Markets, 2026 online. SSCI.
(7) Chunhua Sun, Luqing Wang, Yezheng Liu. Does Accent Matter? Investigating the Impact of Virtual Tourist Assistants’ Accents on Tourists’ Visit Intentions. Information Technology & Tourism, 2026 online. SSCI.
(8) Zhe Li, Chunhua Sun, Chunli Liu, Xiayu Chen, Meng Wang, and Yezheng Liu. Dual-mgan: an efficient approach for semi-supervised outlier detection with few identified anomalies. ACM Transactions on Knowledge Discovery from Data (TKDD), 2022,16, 1-30. SCI.
(9) Feifei He, Chunhua Sun*, Yezheng Liu. What social characteristics enhance recommender systems? The effects of network embeddedness and preference heterogeneity. Electronic Commerce Research, 2023, 23(3)：1807-1827. SSCI.
(10)Yaguang Li, Chunhua Sun, Haifeng Ling, An Lu, Yezheng Liu*. Oligopolies price game in fractional order system. Chaos, Solitons and Fractals, 2020,132:109583.
(11) Aoxue Li, Zhengping Ding, Chunhua Sun*, Yezheng Liu. Recommending AI based on Quantified Self: Investigating the mechanism of consumer acceptance of AI recommendations, Electronic Markets, 2024, 34：1-15. SSCI.
(12) Shouzheng Tao, Yezheng Liu, Chunhua Sun*. Understanding information sensitivity perceptions and its impact on information privacy concerns in e-commerce services: Insights from China. Computers & Security, 2024, 138：103646. SCI.
(13) Shouzheng Tao, Yezheng Liu, Chunhua Sun*. Examining the inconsistent effect of privacy control on privacy concerns in e-commerce services: The moderating role of privacy experience and risk propensity, Computers & Security, 2024, 140：103794. SCI.
近年授权专利：
（1）孙春华, 许银洁, 刘业政, 孙见山, 姜元春, 魏琳璘, 温琴. 一种考虑用户特征信息的主题-情感联合建模方法, 2020-02-11, 中国, ZL201711145941.4
（2）孙春华, 温琴, 田志强, 刘业政, 魏璘琳, 钱洋, 应蓉蓉. 网络视频贴片广告播放方法和系统, 2021-03-23, 中国, ZL201910610717.0
（3）孙春华, 温琴, 许银洁, 刘业政, 姜元春, 孙见山, 魏琳璘. 可降低流行度偏差的个性化长尾商品推荐方法和系统, 2022-04-01, 中国, ZL201910505581.7
（4）孙春华, 周凡, 李怡, 孙见山, 周永行, 井二康, 梁瑞成, 陶守正, 魏雪梅. 一种舆情事件中社交媒体用户角色分类方法, 2022-09-13, 中国, ZL202110400483.4
（5）孙春华, 刘鹏鹏, 刘业政, 丁正平, 姜元春, 杨勇, 陆安. 基于替代品推荐的物流拆单优化方法和系统, 2022-11-04, 中国, ZL202010568808.5
（6）孙春华, 叶晨辉, 刘业政, 丁正平. 一种面向开发人员的用户体验AR商品场景的重建系统, 2025-03-7, 中国, ZL202210237523.2
学术专著：
(1) 孙春华, 陈夏雨, 刘业政. 沉浸式交互购物环境下的消费者购买决策行为, 科学出版社, 2024.