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Job Title:

Associate  Professor




+886-7-525-2000 # 4953





  Ph.D.   Business Administration, National Taiwan University       


Associate Professor of Institute of Marketing Communication, National Sun Yat-sen Univeristy 08/2019-present

Assistant Professor of  Bachelor Degree Program in Ocean Business Management,National Taiwan Ocean University02/2018-07/2019

Assistant Professor of Institute of Business and Management, National University of Kaohsiung    08/2014 - 07/2015

CEO of IMBA, National University of Kaohsiung 08/2014 - 07/2015

Assistant Professor, MingDao University   09/2013 - 06/2014

research Interest

Consumer Behavior

Digital Marketing

Service Marketing

Network Communication


Service Marketing

Marketing Management 

Advertising Creativity

Word –Of-Mouth Communication Online

Advanced Research Methods for Communication


Chih-Ching Teng, Cheng-Ming Hu, Jung-Hua Chang (2020). “Triggering Creative Self-Efficacy to Increase Employee Innovation Behavior in the Hospitality Workplace.” Journal of Creative Behavior. Online Early View. (SSCI, IF=1.262).

Chang, Jung-Hua and Wang, Shan-Huei, (2019) “Different Levels of Destination Expectation: The Effects of Online Advertising and Electronic Word-of-Mouth.” Telematics and Informatics, 36, 27-38. (SSCI, IF=3.789, Top 10 in Information science).

Liu, Shu-Fang, Liu, Hsin-Hsien , Chang, Jung-Hua, and Chou, Han Ni (2019). “Analysis of a new visual marketing craze: The effect of LINE sticker features and user characteristics on download willingness and product purchase intention.” Asia Pacific Management Review. Online available. (TSSCI).

Chang, Jung-Hua, Yu-Qian Zhu, Shan-Huei Wang, and Yi-Jung Li (2018).”Would You Change Your Mind? An Empirical Study of Social Impact Theory on Facebook.” Telematics & Informatics, 35(1), 282-292. (SSCI, IF:3.398, Top 10 in Information science).

Chang, Jung-Hua, (2017) “The role of relationship on time and monetary compensation.” The Service Industries Journal, 37(15-16), 919-935. (SSCI, IF: 1.172)(MOST-104-2410-H-110-086-)

Chang, Jung-Hua and Teng, Chih-Ching, (2017) “Intrinsic or Extrinsic Creative Motivators: The Moderated Role of Organizational Level Regulatory Focus,” International Journal of Hospitality Management, 60, 133-147 (SSCI, IF: 2.061). (10/44, Hospitality, Tourism)

Chang, Jung-Hua and Wang, Shan-Huei (2016) “Good Products Will Not Betray You. ” YMC Management Review, 9(1), 47-60.

Liu, Hsin-Hsien and Chang, Jung-Hua, (2016), “Relationship Types, Perceived Trust, and Ambiguity Aversion.” Marketing Letters, In Press, online available. (SSCI, IF: 1.508, Rank A in MOST), (56/120, Business).

Zhu, Yu-Qian, and Chang, Jung-Hua, (2016), “The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions.” Computers in Human Behavior, 65(Dec.), 442-447. (SSCI, IF: 2.88, Rank A in MOST) (21/129, Psychology).

Teng, Chih-Ching and Chang, Jung-Hua, (2014), “Effects of Temporal Distance and Related Strategies on Enhancing Customer Participation Intention for Hotel Eco-Friendly Programs.” International Journal of Hospitality Management, 40(Jul.), 92-99. (SSCI, IF: 1.939) (7/43, Hospitality, Tourism)

Chang, Chung-Chau, Chang, Shin-Shin, Chien, Ya-Lan, and Chang, Jung-Hua,  (2014) “Having Champagne without Celebration? The Effect of Self-Regulatory Focus on Moderately Atypical Product Usages Evaluation.” European Journal of Marketing, 48(11/12), 1939-1961. (SSCI, IF: 0.781) (77/115, Business)

Chang, Shin-Shin and Chang, Jung-Hua (2013) “People’s Preference Patterns for Gains/Losses in Multiple Time Periods Situations.” Psychological Reports, 113(2), 1-12. (SSCI, IF:0.463) (113/129, Psychology)

Teng, Chih-Ching and Chang, Jung-Hua, (2013), “Mechanism of customer value in restaurant consumption: Employee hospitality and entertainment cues as boundary conditions.” International Journal of Hospitality Management, 32(Mar.), 169-178. (SSCI, IF: 1.837) (7/43, Hospitality, Tourism)

Chang, Chung-Chau, Chang, Shin-Shin, Chang, Jung-Hua, Chien, Ya-Lan, (2013),“Which Is the Better Option? Quicker or Cheaper?” Psychology & Marketing, 30(1), 90-101. (SSCI, IF: 1.309, Rank A in MOST) (64/120, Business)


Wang, S. H and Chang, J. H. (2020) "Resource Linkages, Organizational Slack and Restructuring Behavior Decision." 2020 TAOM Conference, Taipei, Taiwan, September 11.

Chang, Jung-Hua and Wang, Shan-Huei, (2019), “Do culture dissimilar really decrease M & A performances?” International Conference on Contemporary Marketing Issues, Heraklion, Crete, Greece, July 10-12.

Chang, Jung-Hua and Wang, Shan-Huei, (2018), “Does Internationalization Processes Always Good?” 2018 International Conference on Business and Information- Winter Session, Okinawa, Japan, January 23-25.

Chang, Jung-Hua (2017). “The Effects of Online Advertising and Electronic Word-of-Mouth on Destination Expectation” Nets 2017, Bali, Indonesia, July 14-16.

Chang, Jung-Hua and Wang, Shan-Huei, (2017). “How does Resource Allocation, Resource Similarity Affect Portfolio Restructuring?” 2017 International Symposium on Business and Management, Kyoto, Japan, April 4-6

Chang, Jung-Hua and Wang, Shan-Huei, (2016). “Exploring the acceptance of potential users in web-based medical service.” International Conference on Business and Information 2016, Nagoya, Japan, July 3-5.

Chang, Jung-Hua and Wang, Shan-Huei, (2016). “Defenses against Product Betrayal Aversion: Perceived Quality and Brand Image.” 2016 Winter Global Business Conference, Tignes, France, February 1-5.

Teng, Chih-Ching and Chang, Jung-Hua. (2015). Intrinsic or Extrinsic Motivators: The Moderating Role of Organization-Level Regulatory Focus. Global Innovationand Knowledge Academy (GIKA) Conference ,Valencia, July 14-16

Chang, Jung-Hua and Yao, Kai-Chun. (2015). The Effects of Information searching, Tourist Expectation Gap on The Revisiting. International Conference on Marketing, Logistics, and Management, Sapporo, June 23-25

Chih-Ching Teng, Jeou-Shyan Horng, Meng-Lei Hu, and Jung-Hua Chang. (2015). The Effects of Environmental Claims and Eco-labeling on Customer Attitudes and Hotel Choice Intention.   International Congress on Engineering and Information, Bangkok, January 26-28       

Chang, Chong-Zhao, Chang, Xin-Xin, Chang, Jung-Hua and Su, Wei-Gang.(2011). People’s Preference Patterns for Gains/Losses in Multiple Time Situations. The 10th New Paradigms of Management, Taipei, Taiwan, November 4.    

Teng, Chih-Ching and Chang, Jung-Hua (2011). The mechanism of customer perceived value in restaurants: Exploring the moderating effect of entertainment cues.  2011 International conference on Hospitality Management and Industry Develop, Taipei, Taiwan, June 4.  

Chang, Xin-Xin, Jian, Ya-Lan, and Chang, Jung-Hua (2011). The Effect of Self-Regulatory Focus on Atypical Product Usages Evaluation: A Schema Congruity Perspective. 2011 Conference on Taiwan Academy of Management, Taichung, Taiwan, March 11.

Wu, Lei-Yu, Chang, Jung-Hua, Wang Chun-Ju. (2009). A Transaction Cost View of Brand Equity. International Conference on Applied Business Research, Malta, Sep.20-22   


The Machanism of Counterfactual Thinking and Implication of Advertising. Ministry of Science and Techonology (109-2410-H-110-044-)

The Characteristics and Applications of Product Functioning Network. MOST (107-2410-H-110-081-MY2)

The Effects of Product Network. (MOST 105-2410-H-110 -035 -MY2) (2016/08/01~2018/07/31)

Consumers' Preference for Time and Money: The Effect of Role of Relationship Norm and Time Framing. (MOST 104-2410-H-110-086-) (2015/08/01~2016/07/31)

Overcoming Betrayal Aversion: Prior Experience, Brand Image, and Official Announcements, (MOST 103-2410-H-110-082-) (2014/10/01~2015/09/30)