李姿莹LEE,Tzu-ying[中国台湾国立政治大学博士] 商学院副教授
办公地点：文西417
电子邮件：ziyingli@stu.edu.cn
办公电话：8650-3644
个人网址：


教师简介
企业管理博士，汕头大学商学院副教授。美国消费者协会(Association for Consumer Research), 美国营销协会AMA (American Marketing Association), 美国营销科学学会AMS (Academy of Marketing Science), 欧洲营销学会AM (Academy of Marketing Conference)会员和审稿委员，曾担任《台湾经济部工业局-品牌台湾发展计划》指导顾问、台湾智荣基金会龙吟研论研究员。近五年在SSCI期刊以第一或通讯作者发表论文，亦在多场EI等级会议、营销权威会议发表多篇论文。主持教育部人文社科青年基金项目，参与国家自然科学基金面上项目以及多项台湾省科技部研究项目。

教育经历
中国台湾 国立政治大学 企业管理博士
中国台湾 元智大学 国际企业硕士

主要研究领域
品牌管理(品牌移动营销，在线品牌社群)
人工智能的商业应用 (无人店、人工智能物联网AIoT、聊天机器人)
教学领域
消费者行为学、市场营销学、电子商务、网络营销、数据分析
学术成就、成果
Journal papers
[1] Sara H. Hsieh. and Crystal T. Lee (2020). Traces of mobility: Examining location disclosure on social networks with mobile location tagging. Telematics and Informatics, https://doi.org/10.1016/j.tele.2020.101366 已接受未刊登,共同第 一作者兼通讯作者, SSCI, IF=3.714, Rank: 11/89, SSCI一区 , Information Science & Library Science)
[2] Crystal T. Lee and Sara H. Hsieh. (2019). Engaging Consumers in Mobile Instant Messaging: The Role of Cute Branded Emoticons, Journal of Product and Brand Management, 28(7), 849-863. (第一作者 SSCI, IF=2.757, Rank: 48/140, SSCI 二区, Business)
[3] Timmy H. Tseng and Crystal T. Lee (2018). Facilitation of consumer loyalty toward branded applications: The dual-route perspective, Telematics and Informatics, 35(5), 1297-1309. (通讯作者, SSCI, IF=3.714, Rank: 11/89, SSCI 一区, Information Science & Library Science,)
[4] Yen-Chun Chen, Yung-Cheng Shen, Crystal T. Lee, Fu-Kai Yu. (2017). Measuring quality variations in e-service, Journal of Service Theory and Practice, 27(2), pp.427-452, (SSCI IF=2.363, Rank: 101/217, SSCI二区, Management)
[5] Liao, S., Crystal T. Lee., Lin, T. H., & Lin, M. C. (2015). eWOM richness of leisure farm tour experience: Influences of message valence, product type and consumer knowledge. Journal of Marketing Management, 3(2), 55-68. (SSCI, IF=2.329, Rank: 98/217, SSCI二区, Management)

Conference papers
[1] Crystal T. Lee, Cacelert, W. Yang. Yung-Cheng Shen, and Lien-Ti Bei (2020). “AI Assistant is My Bestie: Exploring the Effect of Social Role on Relationship Building with AI Assistant Enabled Smart Speakers” in American Marketing Association Summer Educator’s Conference (AMA), August 21-23, San Francisco, CA.
[2] Crystal T. Lee, Ling Yen Pan and Sara H. Hsieh (2020). “AI Companionship: Examining Social Support of Artificially Intelligent Social Chatbot” in American Marketing Association Summer Educator’s Conference (AMA), August 21-23, San Francisco, CA
[3] Timmy H. Tseng, Crystal T. Lee and Sara H. Hsieh (2020). “Examining Antecedents of Branded Application Loyalty from The Perspective of Investment Model” in American Marketing Association Summer Educator’s Conference (AMA), August 21-23, San Francisco, CA
[4] Timmy H. Tseng, Crystal T. Lee and Sara H. Hsieh (2019).“Investigating the Effects of Design Factors on the Marketing Effectiveness of Gamified Branded Applications” in Academy of Marketing Conference(AM), 2-4 July, Regent’s University London, UK.
[5] Crystal T. Lee and Sara H. Hsieh.(2018).“Fandom of Live Streaming: Exploring Fan Behavior from the Interpersonal Attraction Theory” in American Marketing Association Summer Educator’s Conference (AMA), Aug10-12, Boston, MA.
[6] Crystal T. Lee and Sara H. Hsieh.(2016).“The effects of social capital on brand evangelism in online brand fan page: the role of passionate brand love“ in the 20th Pacific Asia Conference on Information Systems (PACIS 2016),June 27-July 1,Chiayi, Taiwan.(EI)
[7] Crystal T. Lee and Liao S. (2015) The Effect of Prior Outcomes on Consumer Sellers’ Evaluations of Planned On-Line Resale. In: Robinson, Jr. L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science(AMS). Springer, Cham
[8] Crystal T. Lee and Liao S. (2015) Untying the Bond With Own Possessions for Resale: The Influences of Resale Knowledge and Endowment Effect. In: Dato-on M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (AMS). Springer, Cham
[9] Crystal T. Lee and Liao S. (2015) Mental Account Matters in Planning C2C On-Line Resale: the Influence of Endowment Effect. In: Deeter-Schmelz D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham
[10] Crystal T. Lee, Yung-Cheng Shen, Lien-Ti Bei, and Cacelert, W.Yang. (2014).“I Anthropomorphize Therefore I Am:A Metaphorical Explanation to the Reflectional Functions of Product Anthropomorphism” in the 2014 Association for Consumer Research (ACR) North America Conference, October 26-29, Baltimore, MD.
[11] Crystal T. Lee, Sara H. Hsieh, and Timmy H. Tseng. (2014).“Transforming Smartphone Owners into Partial Employees: The Effect of Value Creation and Innovativeness on Consumer Coproduction Behavior” in 18th Pacific Asia Conference on Information Systems (PACIS) 2014, June24-28,Chengdu, China.(EI)
[12] Crystal T. Lee, Timmy H. Tseng, Sara H. Hsieh (2014).Can't Live Without Smart Phones: Device Attachment as A Dual Route Process Promoting Consumer Loyalty” in the 2014 Annual Academy of Marketing Science Conference (AMS), May 21-23, Indianapolis, IN.
[13] Crystal T. Lee, Yung-Chien Lou, and Timmy H. Tseng (2012) “Multi-Channel Signals: The Role of “Physical Store Presence” and “e-Tailers’ Own Web Site” in Online Shopping” in the AMA Summer Marketing Educators' Conference (AMA), August 17-19, Chicago, Illinois.
[14] Crystal T. Lee and Sara H. Hsieh (2012). “I Designed the Avatar Myself: The Role of Implicit Egotism in Virtual Co-Creation " in the 2012 Asia Pacific Association for Consumer Research Conference (AP-ACR), July 6-8, Queenstown, New Zealand.
[15] Crystal T. Lee and Sara H. Hsieh (2012). “Mirror, Mirror on the Avatar: The Role of Chameleon Effect and Kin-Recognition Heuristics " in the 2012 Academy of Marketing Conference (AM), July 2-5, Southampton, UK.

研究项目
[1] 国家自然科学基金委员会，面上项目，**，区块链下的跨国供应链合 作风险评价与预警机制研究，2019-01至2022-12，在研，参与
[2] 教育部人文社科基金,青年项目，17YJC630075，在线品牌社区品牌推崇行为的形成机制研究，2017-07至2020-07，在研，主持
[3] 台湾省科技部专题研究计划，102-2410-H-003 -081 -MY3， 广告体验的神经生物关联研究，2013-08至2015-07，已结题，参与
[4] 台湾省科技部专题研究计划，102-2410-H-003 -081 -MY3，Antecedents and Consequences of Consumer Anthropomorphism，2013-08至2014-07，已结题，主持
[5] 台湾省科技部专题研究计划，100-2410-H-003-006-MY2，体验营销的神经生 物观点，2011-08至2013-07，已结题，参与
[6] 台湾省科技部专题研究计划，99-2410-H-155 -033 -MY2，网络消费者口碑方向与传染效果之研究: 框架理论、叙事理论与消费经验理论之三重观点， 2011-08至2013-07，已结题，参与
[7] 台湾科技部专题研究计划，99-2410-H-003-151，影响服务满意度与忠诚度关系的调节变量，2008-08至2009-07，已结题，参与
[8] 台湾科技部专题研究计划，99-2410-H-003-151，文化导向对广告态度的影响：广告要求的角色，2008-08至2009-07，已结题，参与