photo
Name Chou, Hsuan-Yi
Title Associate Professor
Research Interests Advertising Effectiveness, Consumer Behavior, Marketing Research, Political Communication, Electronic Commerce
Office 管 4082
Phone 4966
Email hsuanyi@mail.nsysu.edu.tw


Education 2010, Ph.D., Graduate Institute of Business Administration, National Taiwan University
2005, Master, Graduate Institute of Management, Fu Jen Catholic University
2003, Bachelor, Department of Computer Science, National Chengchi University
Experience 2015-08-01 ~ , Institute of Marketing Communication, National Sun Yat-sen University, Associate Professor
2011-08-01 ~ 2015-07-31, Institute of Marketing Communication, National Sun Yat-sen University, Assistant Professor
Administrative Positions
Academic Services
Category Year Title
Journal Article 2019 Liu, H.-H. and Chou, H.-Y. (2019). The effects of promotional package frames and price strategies on inaction inertiaPsychology & Marketing, 36(3), 214-228. (SSCI)
Journal Article 2019 Wang, S. S. and Chou, H.-Y. (2019). Effects of game-product congruity on in-app interstitial advertising and the moderation of media context factorsPsychology & Marketing, 36(3), 229-246. (SSCI)
Journal Article 2019 周軒逸、邱育佳 (2019). 吃硬不吃軟:食品口感文字描述對熱量預估之影響管理學報, 36(1), 53-82. (TSSCI)
Journal Article 2019 周軒逸、江彥廷 (2019). 負面競選廣告設計之效果:議題/形象訴求、醜化對手之照片或漫畫與色調運用傳播與社會學刊, (), accepted. (TSSCI)
Journal Article 2019 Chou, H.-Y. (2019). Labeling candidates as underdogs in political communications: The moderation of candidate-related factorsElectoral Studies, 59(), 120-135. (SSCI)
Journal Article 2019 Chou, H.-Y. (2019). Effects of Pronoun Use in Campaign Advertisements on Young Taiwanese VotersChinese Journal of Communication, (), accepted. (SSCI)
Journal Article 2019 Chou, H.-Y. (2019). Units of time do matter: How countdown time units affect consumers' intentions to participate in group-buying offersElectronic Commerce Research and Applications, 35(), 100839. (SSCI)
Journal Article 2019 周軒逸、楊彩甄 (2019). 手機遊戲內影音廣告類型與廣告內容之影響:觀看廣告前後之兩階段效果模型臺大管理論叢, (), accepted. (TSSCI)
Journal Article 2018 周軒逸、李瑞清、吳秀玲 (2018). 贏在關鍵時刻─競選廣告訴求內容與發佈時點分析臺灣民主季刊, 15(4), 1-56. (TSSCI)
Journal Article 2018 周軒逸、許雅婷 (2018). 恐怖電影推廣策略之預告呈現元素與保護框架對觀眾情緒與觀影意願之影響商略學報, 10(4), 263-284. (其他期刊)
Journal Article 2018 周軒逸、許婷媛 (2018). 哀兵與優勢者品牌傳記的相對效果:以品牌概念形象、產品知覺身體風險為干擾企業管理學報, 119(), 1-39. (其他期刊)
Journal Article 2018 陳怡如、周軒逸 (2018). 信以為真的神奇作用:以錯誤記憶為戲劇節目置入手法的機制效果臺大管理論叢, 28(3), 107-144. (TSSCI)
Journal Article 2018 周軒逸、蘇璿 (2018). 奢侈代表我的心!男性的伴侶守衛動機對奢侈品購買之影響管理學報, 35(1), 27-56. (TSSCI)
Journal Article 2018 Chou, H.-Y. and Yeh, M.-H. (2018). Minor Language Variations in Campaign Advertisement: The Effects of Pronoun Use and Message Orientation on Voter ResponsesElectoral Studies, 57(), 58-71. (SSCI)
Journal Article 2018 劉信賢、周軒逸 (2018). Currency Face Values and Upgrade Intentions管理評論, 37(1), 1-14. (TSSCI)
Journal Article 2018 秦時雋、周軒逸 (2018). 產品置入顯著度與幽默情境之效果:以Instagram為例電子商務學報, (), accepted. (TSSCI)
Journal Article 2018 Liu, H.-H. and Chou, H.-Y. (2018). Promotional formats and inaction inertiaJournal of Economic Psychology, 66(), 22-32. (SSCI)
Journal Article 2018 Liu, H.-H. and Chou, H.-Y. (2018). The impact of different product formats on inaction inertiaThe Journal of Social Psychology, (), accepted. (SSCI)
Journal Article 2017 周軒逸、李瑞清、吳秀玲 (2017). 政治宣傳與抗拒說服─名人政治背書的廣告效果研究臺灣民主季刊, 14(3), 177-189. (TSSCI)
Journal Article 2017 Liu, H.-H. & Chou, H.-Y. (2017). The Selection of Freebies and the Preference for Freebie Promotions-A Perspective on Item CharacteristicsJournal of Behavioral Decision Making, 30(2), 420-434. (SSCI)
Journal Article 2017 Chou, H.-Y. & Wang, T.-Y. (2017). Hypermarket private-label products, brand strategies and spokesperson persuasionEuropean Journal of Marketing, 51(4), 795-820. (SSCI)
Journal Article 2017 Chou, H.-Y. and Singhal, D. (2017). Nostalgia Advertising and Young Indian Consumers: The Power of Old SongsAsia Pacific Management Review, 22(3), 136-145. (TSSCI)
Journal Article 2017 林正士、周軒逸 (2017). 服務品質與服務補救期望對旅運涉入之影響:以金廈小三通為例品質學報, 24(1), 60-79. (其他期刊)
Journal Article 2016 Chou, H.-Y. and Wang, S. S. (2016). The effects of happiness types and happiness congruity on game app advertising and environmentsElectronic Commerce Research and Applications, 20(), 1-14. (SSCI)
Journal Article 2016 周軒逸、吳秀玲、周繼祥 (2016). 哀兵訴求簡訊在競選中之廣告效果東吳政治學報, 34(3), 1-63. (TSSCI)
Journal Article 2016 周軒逸、練乃華 (2016). 品牌、代言人熟悉度於前導廣告效果之探討管理評論, 35(4), 1-29. (TSSCI)
Journal Article 2016 Chou, H.-Y. (2016). Thought Confidence: Consumer Emotions and the Confidence Premise HypothesisManagement Studies, 4(5), 219-226. (其他期刊)
Journal Article 2016 Liu, H.-H. and Chou, H.-Y. (2016). Do longer or shorter budget temporal frames matter? Numerosity effects, mental budgets, and purchase intentionsJournal of Marketing Theory & Practice, 24(4), 422-441. (其他期刊)
Journal Article 2016 周軒逸、任容 (2016). 外來語更有吸引力?日語符碼轉換廣告之效果行銷評論, 13(3), 313-344. (其他期刊)
Journal Article 2015 Liu, H.-H. and Chou, H.-Y. (2015). The effects of promotional frames of sales packages on perceived price increases and repurchase intentionsInternational Journal of Research in Marketing, 32(1), 23-33. (SSCI)
Journal Article 2015 Lin, C.-S. and Chou, H.-Y. (2015). Dimensions and Effects of Consumers' Travel-Transportation Involvement: The Case of the Mini Three LinksAsia Pacific Journal of Tourism Research, 20(1), 51-75. (SSCI)
Journal Article 2015 Chou, H.-Y. (2015). Celebrity Political Endorsement Effects: A Perspective on the Social Distance of Political PartiesInternational Journal of Communication, 9(), 523-546. (SSCI)
Journal Article 2014 Liu, H.-H. and Chou, H.-Y. (2014). Relationship Types and the Sunk Cost EffectAsia Pacific Management Review, 19(3), 239-251. (TSSCI)
Journal Article 2014 林正士、周軒逸 (2014). 總統大選電視辯論對於首投族之政治傳播效果:以2012年台灣總統選舉為例選舉研究, 21(1), 47-87. (TSSCI)
Journal Article 2014 劉信賢、周軒逸 (2014). 可比較性對知覺漲價與再購意願的影響管理學報, 31(1), 41-62. (TSSCI)
Journal Article 2014 Chou, H.-Y. and Lien, N.-H. (2014). Effects of SMS teaser ads on product curiosityInternational Journal of Mobile Communications, 12(4), 328-345. (SSCI)
Journal Article 2014 Chou, H.-Y. (2014). Effects of endorser types in political endorsement advertisingInternational Journal of Advertising, 33(2), 391-414. (SSCI)
Journal Article 2014 Chou, H.-Y. and Lien, N.-H. (2014). Old Songs Never Die: Advertising Effects of Evoking Nostalgia with Popular SongsJournal of Current Issues & Research in Advertising, 35(1), 29-49. (其他期刊)
Journal Article 2013 Chou, H. -Y. and Lien, N. -H. (2013). The effects of appeal types and candidates' poll rankings in negative political advertisingAsian Journal of Communication, 23(5), 489-518. (SSCI)
Journal Article 2012 Chou, H.-Y. and Lien, N.-H. (2012). The Effects of Incentive Types and Appeal Regulatory Framing in Travel AdvertisingService Industries Journal, 32(6), 883-897. (SSCI)
Journal Article 2012 周軒逸、練乃華 (2012). 當簡訊遇上前導:品牌熟悉度、互動性、個人化、誘因之好奇效果臺大管理論叢, 23(1), 239-268. (TSSCI)
Journal Article 2012 林正士、練乃華、周軒逸 (2012). 產品來源國聯想與廣告內容不一致之廣告效果管理與系統, 19(3), 409-431. (TSSCI)
Journal Article 2012 周軒逸、周繼祥 (2012). 手機政治簡訊的廣告效果探索性研究─臺灣北部五所大學生的試驗政治科學論叢, 54(), 71-120. (TSSCI)
Journal Article 2012 Lien, N.-H., Chou, H.-Y., and Chang, C.-H. (2012). Advertising Effectiveness and the Match-up Hypothesis: Examining Spokesperson Sex,Attractiveness Type, and Product ImageJournal of Current Issues & Research in Advertising, 33(2), 282-300. (其他期刊)
Journal Article 2011 Chou, H.-Y., Lien, N.-H., and Liang, K.-Y. (2011). The Antecedents and Belief-Polarized Effects of Thought ConfidenceThe Journal of Psychology: Interdisciplinary and Applied,, 145(5), 481-506. (SSCI)
Journal Article 2011 周軒逸、陳怡伶、練乃華 (2011). 部落格迴響一致性對讀者態度之影響管理評論, 30(1), 41-57. (TSSCI)
Journal Article 2011 林正士、練乃華、周軒逸 (2011). 另類廣告不一致:品牌來源國與品牌消費文化定位之觀點廣告學研究, 0(36), 99-135. (其他期刊)
Journal Article 2011 Chou, H.-Y.* and Lien, N.-H. (2011). What Does a Negative Political Ad Really Say? The Effects of Different Content DimensionsJournal of Marketing Communications, 17(4), 281-295. (其他期刊)
Journal Article 2010 Chou, H.-Y. and Lien, N.-H. (2010). How do Candidate Poll Ranking and Election Status Affect the Effects of Negative Political AdvertisingInternational Journal of Advertising, 29(5), 815-834. (SSCI)
Journal Article 2010 周軒逸、陳怡伶、練乃華 (2010). 你今天blog 了嗎:部落格電影口碑之信任效果研究電子商務學報, 12(4), 661-692. (TSSCI)
Journal Article 2010 周軒逸、練乃華 (2010). 又愛又怕的夢幻市場-同性戀廣告效果之研究中山管理評論, 18(3), 769-803. (TSSCI)
Journal Article 2010 周軒逸、練乃華 (2010). 旅遊廣告圖文比例的廣告效果研究:時間和空間距離之干擾戶外遊憩研究, 23(1), 27-52. (TSSCI)
Journal Article 2010 周軒逸、練乃華 (2010). 時間距離對負面競選廣告效果之影響臺灣民主季刊, 7(2), 33-76. (TSSCI)
Journal Article 2010 Chou, H.-Y. and Lien, N.-H. (2010). Advertising Effects of Songs’ Nostalgia and Lyrics’ RelevanceAsia Pacific Journal of Marketing and Logistics, 22(3), 314-329. (其他期刊)
Journal Article 2008 練乃華、周軒逸 (2008). 現任者聲譽對負面競選廣告效果之影響政治科學論叢, 38(), 113-154. (TSSCI)
Conference Paper 2019 Hsuan-Yi Chou and Hsiao-Ti Chang (2019). Post values on Facebook brand fan pages and consumers’ relationship investment. 2019 International Symposium on Business and Management, Japan.
Conference Paper 2019 Hsuan-Yi Chou, Xing-Yu (Marcos) Chu, and Yi-Wen Tzau (2019). Color-diversity appeal effects on consumer emotion and attitudinal responses. 2019 Society for Consumer Psychology Conference, United States.
Conference Paper 2018 Hsuan-Yi Chou (2018). Subtle but critical: Effects of pronoun use and visual cue variations in campaign advertising. 2018 – Vth International Conference on Business, Economic, Law, Language & Psychology, Singapore.
Conference Paper 2018 周軒逸、陳怡勳、唐俊華 (2018). 保險商品廣告傳單視覺複雜度對好奇與溝通效果之影響. 台灣行銷研究學會年會, Taiwan.
Conference Paper 2018 周軒逸、鄭閎睿、許雅婷 (2018). 比較對象與訊息框架對比較式廣告效果之影響. 台灣行銷研究學會年會, Taiwan.
Conference Paper 2018 周軒逸、李祐瑋、許雅婷 (2018). 專家型代言人之代言風格與多重來源代言之廣告效果. 台灣行銷研究學會年會, Taiwan.
Conference Paper 2018 Hsuan-Yi Chou, Xing-Yu (Marcos) Chu, and Chieh-Wen Cheng (2018). Male spokesperson: Antecedents and consequences of social comparison. Advances in Consumer Research, United States.
Conference Paper 2018 Chou, Hsuan-Yi and Hsu, Ya-Ting (2018). Effects of horror film trailers on consumer emotions and intention to watch the films. 2018 TISSS (The International Symposium on Business and Social Sciences), South Korea.
Conference Paper 2018 Hsuan-Yi Chou and Yi-Wen Tzau (2018). Color tricks in advertising: The effects of color-diversity appeal of products in ads. 2018 International Symposium on Business and Management , Japan.
Conference Paper 2017 Hsuan-Yi Chou, Xing-Yu Chu, and Ching Chin (2017). Take it humorously: Effects of humorous rebuttals to negative attacks. Advances in Consumer Research, United States.
Conference Paper 2017 馬向恩、林子筠、廖冠聿、朱顗如、陳俊宇、周軒逸 (2017). 有「色」眼光:從顏色線索與CEO性別看公司危機事件之聲明對於消費者態度的影響. 第13屆全國商學暨觀光餐旅研討會, Taiwan.
Conference Paper 2017 Hsuan-Yi Chou and Tzu-Chun Chen (2017). The healing effect of cute elements in product design. 2017 International Symposium on Economics and Social Science – Summer Session (ISESS-Summer 2017), Japan.
Conference Paper 2017 Hsuan-Yi Chou and Yen-Ting Chiang (2017). Black-and-white or colorful? Moderation of advertising color tone and voter party preference on effectiveness of negative campaign advertising. The 5th International Conference on Business and Social Science, Japan.
Conference Paper 2016 趙翊雯、周軒逸 (2016). 廣告「色」計—色彩多樣性對於消費者廣告訊息處理之影響. 第八屆台灣商管與資訊研討會, Taiwan.
Conference Paper 2016 秦時雋、周軒逸 (2016). 手機遊戲「異業結合」之產品置入效果:主場媒體之觀點. 第八屆台灣商管與資訊研討會, Taiwan.
Conference Paper 2016 江郁涵、周軒逸 (2016). 巧立「名」「色」─顏色命名方式對產品態度和購買意圖之影響. 第八屆台灣商管與資訊研討會, Taiwan.
Conference Paper 2016 鄭傑文、周軒逸 (2016). 男性美2.0─肯尼時代來臨:男性代言人的社會比較效果. 第八屆台灣商管與資訊研討會, Taiwan.
Conference Paper 2016 陳姿君、周軒逸 (2016). 療癒系可愛麻吉─可愛元素的療癒效果對產品態度和購買意願之影響. 第八屆台灣商管與資訊研討會, Taiwan.
Conference Paper 2016 Hsuan-Yi Chou (2016). Voters’ processing mindsets and construing modes of campaign advertising. Advances in Consumer Research, Germany.
Conference Paper 2016 Hsuan-Yi Chou (2016). Being an underdog or a frontrunner: The effects of candidate labels on voters’ responses. Advances in Consumer Research, Germany.
Conference Paper 2016 Hsuan-Yi Chou and Jui Su (2016). Men’s mate guarding: Effects of activating men’s mate-guarding motive on the purchase intentions towards luxury goods. International Conference on Management and Social Science, Japan.
Conference Paper 2016 Hsuan-Yi Chou and Min-Hung Yeh (2016). Non-Negligible Minor Changes: Effects of Different Pronoun Use and Content-Word Use in Campaign Advertising. the 4th International Conference on Social Science and Management (ICSSAM 2016), Japan.
Conference Paper 2016 Hsuan-Yi Chou and Wei Qian (2016). Celebrity (Benedict Cumberbatch) or Drama Character (Sherlock Holmes)? Effects of Playing Drama Characters in Product Advertisements. Celebrity (Benedict Cumberbatch) or Drama Character (Sherlock Holmes)? Effects of Playing Drama Characters in Product Advertisements, South Korea.
Conference Paper 2015 周軒逸、邱育佳 (2015). 食品口感描述對熱量預估與購買意願之影響:文獻回顧與命題發展. 2015第十屆中華商管科技學會學術研討會, Taiwan.
Conference Paper 2015 Chou, H.-Y. (2015). Thought confidence: Consumer emotions and the confidence premise hypothesis. 3rd Asia-Pacific Social Science Conference, Japan.
Conference Paper 2015 Chou, H.-Y., Liu, H.-H., and Chen, S.-H. (2015). Consumer responses towards limited-time vs. limited-quantity scarcity messages in price promotions. 2015 Association for Consumer Research (ACR) conference, United States.
Conference Paper 2015 Chou, H.-Y., and Chen, S.-S. (2015). Her Beauty Results in Your Sorrow: The Effects of Envy toward Attractive Spokespersons in Advertising. 2015 Association for Consumer Research (ACR) conference, United States.
Conference Paper 2015 Wang, S. S. and Chou H.-Y. (2015). Feeling happy or being immersed? Advertising effects of game-product congruity in different game app environments. 2015 AEJMC (Association for Education in Journalism and Mass Communication) Annual Conference, United States.
Conference Paper 2015 Liu, H.-H. and Chou, H.-Y. (2015). The impact of different product formats on the inaction inertia. 2015 International Conference on Business and Information, Macau.
Conference Paper 2015 Chou, H.-Y. (2015). Temporal and Social Distances in Campaign Advertising and Voter Responses to Appealing Content. Asian Conference on the Social Science, Japan.
Conference Paper 2014 Chou, H.-Y. and Chen, Chien-Yu Damien (2014). Countdown with Days or Hours? Effects of Countdown Unites in Fixed-Price Group Buying Websites. Fifth Asian Conference on Business and Public Policy, Japan.
Conference Paper 2014 Liu, H.-H. and Chou, H.-Y. (2014). Does the Longer or Shorter Budget Frame Matter? Numerosity Effect, Mental Budget, and Repurchase Intention. 2014 International Conference on Business and Information, Japan.
Conference Paper 2014 Liu, H.-W. and Chou, H.-Y. (2014). The Key Influence of Mental Imagery on Consumer Purchasing Decisions: The Antecedents and Effects of Mental Simulation. fifth Asian Conference on the Social Sciences 2014, Japan.
Conference Paper 2014 Chou, H.-Y (2014). Labeling Candidates as Underdogs in Political Communications: The Moderation of Candidate-Related Factors. Global Academic Conference in Tokyo, Japan.
Conference Paper 2014 Liu, H.-H. and Chou, H.-Y (2014). Currency Face Values and Upgrade Intentions. the International Conference on Global Entrepreneurship and Innovation in Management (GEIM), Taiwan.
Conference Paper 2013 Hsuan-Yi Chou (2013). Advertising Effectiveness of Celebrity Types for Political Endorsement and Appeal Framing of Administration Performance. 2013 International Symposium on Business and Social Sciences, Japan.
Conference Paper 2013 Hsuan-Yi Chou (2013). Celebrity Second-Hand Commodites in Online Auctions: The Effects of Celebrity Attractiveness, Contagion, Auction Motivations, and Commodity Types on Consumer Responses. 2nd International Symposium on Business and Social Sciences (ISBSS), Japan.
Conference Paper 2013 周軒逸 (2013). 選舉中落水狗訴求之廣告效果. 2013年臺灣政治學會年會暨「東方政治學?─臺灣經驗、中國崛起及國際流變」國際學術研討會, Taiwan.
Conference Paper 2013 Liu, H.-H and Chou, H.-Y. (2013). Comparability on Promotion Reductions and Price Increases. BAI 2013 International Conference on Business and Information, Indonesia.
Conference Paper 2012 Hsuan-Yi Chou (2012). Celebrity Worship or Benefit Consideration? The Motivations of Consumers` Bidding for Celebrity`s Second-Hand Products on Online Auctions. Advertising and Consumer Psychology Academic Conference, .
Conference Paper 2012 Cheng-Shih Lin, Hsuan-Yi Chou, Po-Hsun Hsiao (2012). A Study of Factors of Travel Involvement: The Case of the Kinmen-Xiamen Mini-Three Links. International Conference on Business And Information, .
Conference Paper 2012 Hsuan-Yi Chou (2012). Celebrity Worship? The Effects of Celebrity Political Endorsement on Young Voters` Advertising Responses. Global Marketing Conference, .
Conference Paper 2012 周軒逸 (2012). 名人政治背書之廣告效果:政黨社會距離之觀點. 台大商學研究所成立四十週年校友學術論文研討會, .
Conference Paper 2011 Chou, H.-Y., Lien, N.-H., and Lin, C.-S. (2011). The Effects of Song Choice in Advertising. 16th International Conference on Corporate and Marketing Communications, .
Conference Paper 2011 Chou, H.-Y. and Lin, C.-S. (2011). Consumers’ Responses to Spokespersons in Homosexual Advertisements. 16th International Conference on Corporate and Marketing Communications, .
Conference Paper 2010 Chou, H.-Y. and Lien, N.-H. (2010). Analyzing Sexual Appeal in Ads: From the Viewpoint of Consumers’ Feminist Orientation. 2010 Society for Consumer Psychology Conference, .
Conference Paper 2009 Chou, H.-Y. and Lien, N.-H. (2009). The Moderating Effects of Candidate Characteristics on Negative Political Advertisement. American Academy of Advertising 2009 Asian-Pacific Conference, .
Conference Paper 2008 Chou, H.-Y. and Lien, N.-H. (2008). Antecedents and Attitudinal Effects of Thought Confidence. 2008 Society for Consumer Psychology Conference, .
Conference Paper 2007 Chou, H.-Y. and Lien, N.-H. (2007). Old Songs Never Die: The effects of Nostalgic Songs in Television Ads. 2007 International Conference on Business and Information, .
Book and Chapter 2018

(2018). 電子商務:數位時代商機2/e. 前程文化

Book and Chapter 2018

(2018). 網紅業配文效果之探討:網紅─產品配適度、心理模擬和模仿之多元觀點. 周軒逸、廖冠聿 智慧電子商務研究I () . 前程文化

Book and Chapter 2017

(2017). 產品置入「Instagram」社群媒體效果之探討. 周軒逸、秦時雋 電子商務與網路社會新境界2018 (152-169) . 前程文化

Book and Chapter 2017

(2017). Effects of game characteristics and player emotional experiences on in-app ad responses. Chou, H.-Y. and Wang, S. S. The Evolution and Social Impact of Video Game Economics (121-138) . Lexington Books

Book and Chapter 2016

(2016). 臺灣團購網的成功因素分析. 周軒逸 電子商務與網路社會新境界2017 (84-101) . 前程文化

Book and Chapter 2015

(2015). APP廣告效果之探討:廣告產品、促銷類型及置入情境之觀點. 周軒逸、蘇伊瑜 電子商務與網路社會新境界2016 (146-163) . 前程文化

Book and Chapter 2014

(2014). 名人網拍二手物的吸引力─傳染定律之觀點. 周軒逸 電子商務與網路社會新境界2014 (42-67) . 前程文化

Book and Chapter 2013

(2013). 網拍中的名人二手商品與消費者反應. 周軒逸 電子商務新境界2013 (10-29) . 前程文化

Year Title
2018

Do smiles facilitate success in elections? The impact of candidate smile intensity in campaign advertising on voter responses and the matching effects between it and various ad factors. Ministry of Science and Technology, Taiwan (107-2628-H-110-001-SS3)

2016

The Development of Taiwanese Online Group-Buying and Critical Success Factors: Exploring the Antecedents of Product Attitudes, Purchases, and Social Media Word-of-Mouth Behaviors among Group- Buying Consumers. Ministry of Science and Technology, Taiwan (105-2420-H-110-003-MY3)

2016

How to rebut negative attacks? Moderating effects of candidate characteristics. Ministry of Science and Technology, Taiwan (105-2410-H-110-036-SS2)

2015

A Small Change May Lead to a Greater Difference: The Power of Minor Variations in Campaign Advertising. Ministry of Science and Technology, Taiwan (104-2410-H-110-027-SSS)

2013

Persuasion of and Resistance toward Campaign Advertising: The Perspectives on Construal-Level Theory and Resisting Persuasion. Ministry of Science and Technology, Taiwan (102-2410-H-110-020-SS2)

2012

Being the underdog in an election: Effects of SMSes painting a candidate as an underdog. Ministry of Science and Technology, Taiwan (NSC101-2410-H-110-035-)

2011

The Advertising Effectiveness of Celebrity Political Endorsement: A Perspective on the Social Distance of Political Parties. Ministry of Science and Technology, Taiwan (NSC100-2410-H-110-069)

Year Name Degree Title
2018 蘇勇達 Master 產品置入於網紅影音內容的廣告效果研究
2018 陳俊宇 Master 運動廣告中不同類型代言人、心理模擬與色調適配之研究
2018 雷勝雲 Master 選戰「笑」應: 笑容類型與真實性對競選看板廣告效果之影響
2018 詹婕 Master 遇見「幸福」:代言人廣告中的幸福感類型之效果
2017 Chien-en Chang Master The Effects of Price Unit and Price Ending of Insurance Products.
2017 楊彩甄 Master I want to play a game:觀看前後,手機遊戲內影音廣告類型與廣告內容之影響
2017 李祐瑋 Master 白袍加身,代言加分?醫師代言人廣告效果之探討
2017 俞昱安 Master 用可愛,做公益!可愛類型與公益訴求之廣告效果探討
2017 桂宛華 Master 送禮與促銷框架之研究
2016 江彥廷 Master 非「黑」即「彩」?廣告色調呈現與選民政黨偏好對負面競選廣告效果之干擾
2016 黃邦庭 Master 巨星復活:從時間與消費者群我觀點初探已故名人代言效果
2016 陳姿君 Master 療癒系可愛麻吉─可愛元素的療癒感效果
2016 Shih-Chun Chin Master Stealth Humor: The Impact of Product Placement Prominence and Humor Context on Placement Effect
2016 Yu-han Chiang Master Strategically Name the Colors: The Influence of Color-Naming on Consumers’ Attitude and Responses
2016 趙翊雯 Master 廣告「色」計—產品色彩多樣性訴求之影響機制與效果
2016 Yi-hsun Chen Master The impact of the visual complexity on curiosity and communication effectiveness: Evidence from the leaflets of health insurance
2016 許雅婷 Master 「嚇」不掩「愉」:恐怖電影預告呈現元素對情緒與觀影意願之影響
2015 蔡文婕 Master 被數字欺騙了?便利商店集點活動廣告訊息呈現對廣告效果之影響
2015 秦晴 Master 以柔方能克剛?幽默反駁對化解負面競選廣告效果之探討
2015 錢蔚 Master 你究竟在扮演誰?探討延用戲劇元素之廣告效果
2015 張凱婷 Master 送禮送到心坎裡:電視購物贈品促銷深度、贈品與主產品配適度對購買意願之影響
2015 林家榮 Master 以關係投資模型探討軍辦暑期戰鬥營之全民國防教育效果─以兩棲勇士挑戰營為例
2015 邱育佳 Master 食品口感描述對熱量預估之影響
2015 蘇璿 Master 奢侈代表我的心!男性的伴侶守衛動機對奢侈品購買之影響
2015 張筱笛 Master 有你真好:企業品牌粉絲專頁之關係投資研究
2015 鄭傑文 Master 男性美2.0─肯尼時代來臨:男性代言人的社會比較效果
2015 黃盈慈 Master 掌握青澀的關鍵票─時間焦點對於競選廣告設計與背書人選擇之影響
2014 陳建宇 Master 時間,就是力量:新型票劵式團購之時間取向影響機制
2014 Yu-Ting Chiang Master With Women’s Hands:Effects of Mental Simulation and Social Comparison Mechanisms in Print Advertising
2014 葉閔宏 Master 神不知鬼不覺的收買你:競選廣告細微語言變化對選民反應之影響
2014 許雅柔 Master 想像,讓你付諸行動:感性訴求廣告中不同心理模擬之效果研究
2014 鄭閎睿 Master 知己知「比」—比較對象與訊息框架對比較式廣告效果之影響
2014 劉馨文 Master 牽動購買決策的關鍵想像:探索心理模擬之前因與效果
2014 Yi-Yu Su Master The New Weapon for Marketing Communication:Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types
2013 Ting-yuan Hsu Master The white feather finally wins or the strong become stronger?The comparative effects of the underdog and top-dog brand biographies
2013 Tuan-yu Wang Master Private Brand Could be Different : The Effects of Resisting and Accepting Persuasion of Retail Private Brand Strategy
2013 Shu-shan Chen Master The Sorrow for Her Look:The Effects of Envy towards Attractive Spokespersons in Advertising
2012 Jung Jen Master Is a foreign language more attractive? The effects of Japanese code-switching advertising
2012 Jin-Sian Yu Master Using Zaltman Metaphor Elicitation Technique To Explore the Consensus of the Consumer Stand-Alone Game Mode
2012 Shao-Hua Chen Master The Comparative Effects of Limited-Time and Limited-Quantity Scarcity Messages – Product Type and Consumer Regulatory Focus as Moderators
2012 Yi-ju Chen Master The Magic of Believing: False Memory Effect of Product Placement in Idol Dramas
2011 Li-wei Wang Master The Perfect and Happy ending of Fairy Tale? A study on the relationship between Taiwan idol dramas and love concepts of female audiences
Year Title Awarding Organization
2019 2019年「第九屆聯電經營管理論文獎」佳作獎 管科會
2019 107年度碩士論文獎 (指導教授) 財團法人宋作楠先生紀念教育基金會
2018 107年度學術研究績優教師獎 國立中山大學
2018 2018TSC崇越論文大賞「優良論文」獎 (指導教授) 崇越論文大賞
2018 2018富邦人壽管理碩士論文獎EMBA「佳作論文」獎 (指導教授) 富邦人壽管理碩士論文獎
2017 2017TSC崇越論文大賞「優良論文」獎 (指導教授) 崇越論文大賞
2017 教學優良課程獎勵-傳播管理研究方法、行銷專題講座(一) 國立中山大學
2017 教學優良課程獎勵- 競選策略與政治行銷 國立中山大學
2017 2017富邦人壽管理碩士論文獎「佳作論文」獎 (指導教授) 富邦人壽管理碩士論文獎
2017 2017富邦人壽管理碩士論文獎「最佳實務應用」獎(指導教授) 富邦人壽管理碩士論文獎
2016 其他
2016 教學優良課程獎勵- 消費者行為、傳播管理研究方法、消費者心理與行為學 國立中山大學
2016 2016TOPCO崇越論文大賞「最優論文獎」 (指導教授) 崇越論文大賞
2016 2016富邦人壽管理論文獎「優勝論文獎」 (指導教授) 富邦人壽管理論文獎
2015 其他
2015 佳作論文獎 2015第十屆中華商管科技學會學術研討會
2015 104年管理學報論文獎‧實用價值類 管理學報
2015 TOP Faculty Paper Competition Award 2015 AEJMC (Association for Education in Journalism and Mass Communication) Annual Conference
2015 2015年度台灣政治學會年度政治學碩士論文獎 (指導教授) 台灣政治學會
2015 2015TOPCO崇越論文大賞「優等論文獎」 (指導教授) 崇越論文大賞
2015 財團法人宋作楠先生紀念教育基金會103年度碩士論文獎(指導教授) 財團法人宋作楠先生紀念教育基金會
2015 財團法人宋作楠先生紀念教育基金會104年度碩士論文獎(指導教授) 財團法人宋作楠先生紀念教育基金會
2014 2014TOPCO崇越論文大賞「優等論文獎」 (指導教授) 崇越論文大賞
2014 2014TOPCO崇越論文大賞「優良論文獎」 (指導教授) 崇越論文大賞
2013 財團法人宋作楠先生紀念教育基金會102年度碩士論文獎(指導教授) 財團法人宋作楠先生紀念教育基金會
2013 財團法人宋作楠先生紀念教育基金會102年度碩士論文獎佳作獎(指導教授) 財團法人宋作楠先生紀念教育基金會
Period Activity Description Role