11/22/2023 0 Comments Yu chen"The Effect of Option Number in Directional Comparison", Advances in Consumer Research, 36, 1018-1019.ĭigital banks: igniting platform revolution in banking. Hung, Yu-chen and Catherine Yeung (2009), "Improving the Power of Switching Intent to Predict Actual Switching Behavior - A Construal Level Theory Perspective", Advances in Consumer Research, 38. Hung, Yu-chen, Jochen Wirtz, Catherine Yeung, and Jeongwen Chiang (2011), "The Influence of Goal Publicity on Goal-Consistent Behavior," Advances in Consumer Research, 39 Hung, Yu-chen, Xiuping Li and Catherine Yeung (2012), "Should Independent Film Studios Use Super Stars?" Australian and New Zealand Marketing Academy Conference Proceedings Yue Wang, Chong Guan, Yu-chen Hungm Joicey Wei (2017), Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. "From Switching Intent to Behavior: A Construal Level Theory Perspective in the Context of Contractual Services." In: Campbell C.L. "Winning Box Office with Right Movie Synopsis – A Text Analysis Perspective", Australian and New Zealand Marketing Academy Conference Proceedings Hung, Yu-chen, Chong Guan, Yue Wang, Joicey Wei and Ding Ding (2017), "Cancelation Efficiency: Why the Effect of Comparison Direction Strengthens with Choice Set Size," International Journal of Research in Marketing, 28(2), 102-108. Hung, Yu-chen and Catherine Yeung (2011), " Vicarious Innovativeness or Vicarious Learning: The Role of Existing Vicarious Innovativeness in New Product Purchase Intentions," Australasian Marketing Journal, 24(1), 87-92. "The Weight of the Saddened Soul: The Bidirectionality between Physical Heaviness and Sadness and Its Implication for Sensory Marketing," Journal of Marketing Management, 3(11-12), 917-941. Hung, Yu-chen, Xue Zheng, Jamie Carlson and Laura M. "Love at the First Sight: The Effect of Presentation Order on Evaluation of Experiential Options in Luxury Tour Packages," Journal of Business Research, 81, 181-191. Hung, Yu-chen, Liang Song, Chi-Wei Chao and Chong Guan (2017), "Non-linear Characteristics in Switching Intention to Use a Docked Bike-Sharing System," Transportation, 48(3), 1459-1479. Yi-wen Kuo, Cheng-Hsien Heish, and Yu-chen Hung (2021) "Does Consumer Innovativeness Matter in Electrified Vehicle? The Moderation Role of Consumer Involvement", Journal of International Consumer Marketing, 34(3), 298-311. "Blended Human-Technology Service Realities in Healthcare", Journal of Service Theory and Practice, 32(1), 75-99. “Cultural Differences in Hospitality Service Evaluations: Mining Insights of User Generated Content”, Electronic Markets. Guan, Chong, Yu-chen Hung, and Wenting Liu (2022), “Love the Star, Love the Team? The Spillover Effect of Athlete Subbrand to Team Brand Advocacy in Online Brand Communities”, Journal of Product and Brand Management, (forthcoming). External Scholarships/Sponsorships & Awards.Alumni Continuing Education Plus (ACE+) Scheme.Alumni Continuing Education (ACE) Scheme.SkillsFuture Career Transition Programme (SCTP).National Service-Learning Clearinghouse.Centre of Excellence for Social Good (CESG).Centre for Chinese C-three (Counselling & Life Coaching).Centre for Continuing and Professional Education.College of Interdisciplinary & Experiential Learning.School of Humanities and Behavioural Sciences.
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