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Professor Info
Hsunchi Chu
Title
Assistant Professor
Speciality
  • Artificial intelligence (AI) and marketing automation, digital transformation
  • E-commerce, cross-border e-commerce, new retail, and channel management
  • Innovation and entrepreneurship, social media marketing, online advertising
  • E-commerce and media platform strategies, including Facebook, IG, Amazon, Alibaba, Shopify, TikTok, YouTube, Google, and official website/app strategies
Academic BG.
  • Ph.D. in Management, Yuan Ze University
  • M.B.A. in International Business, National Taiwan University
Experience
  • Adjunct Lecturer on AI and Digital Transformation, National Academy of Civil Service, Examination Yuan
  • Instructor for internal AI training programs at the Ministry of Digital Affairs
  • Committee member, Taipei City Industrial Development Incentive and Subsidy Committee
  • (Subsidy for e-commerce, branding, and business model innovation and R&D projects)
  • Judge, Taipei New Export Award (Cross-border E-commerce Category)
  • Committee member, Taipei City University–Industry Collaboration Program in Cross-border E-commerce
    • Corporate training and consulting clients:
  • Disney, Muji, Epson, Alibaba, BenQ, eBay, Novo Nordisk, HTC, Pou Chen, YFY, Eastern Media International, Milan Marketing, Galderma, Lite-On, Maywufa, Chunghwa Picture Tubes (CPT), Chailease, and others.
  • Cross-border e-commerce consultant for Taipei City Government and New Taipei City Government
  • Producer and host of the podcast “E-commerce Marketing Odyssey”
  • Director of E-commerce Division, Commerce Development Research Institute (2010–2020)
  • Assistant Professor and Chair, Department of International Marketing and Logistics, MingDao University (2008–2010)
  • Brand Manager, Avon Taiwan (2000–2003)
  • Columnist, Commercial Times (工商時報)
  • Online edition: https://www.ctee.com.tw/reporter/60052
  • Journal Papers
  • Conference Papers
  • Research Grants
  • Books/Pub.
  • Industrial Grants
  • Courses
  • Dissertation
  • Awards & Certificates
  • Pro. Membership
  • Other Contributions
  • 1.Chu, Hsunchi (2025), The resale–repurchase cycle: how consumer perceptions of gain and loss shape sustainable consumption. Social Responsibility Journal, https://doi.org/10.1108/SRJ-02-2025-0178 (SJR Q1)/ (ESCI)(JCR Q2)
  • 2. Chu, Hsunchi (2025). Developing a dual-loop framework to compare consumer journeys in shopping-oriented and social-oriented livestream commerce. The International Review of Retail, Distribution and Consumer Research, 1–21. (ESCI)(JCR Q2)
  • 3. Chu, Hsunchi & Liao, Shuling (2025). Sustainable satisfaction: The role of consumer online resale in shaping comprehensive consumption satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 38(1), 79-98. (Scopus; Australian Business Deans Council 2023 lists B journal)
  • 4. Chu, Hsunchi (2024). HCI-Enabled Sellers in Live Stream Commerce: Forging New Value from an Assemblage Theory Perspective. International Journal of Human–Computer Interaction, 41(13), 8464–8480. (SSCI, SCIE) (JCR Q1)
  • 5. Chu, Hsunchi (2024). Mitigating consumer guilt through resale. Marketing Intelligence & Planning, 42(3), 515-533. (SSCI)(JCR Q2)
  • 6. Chu, Hsunchi (2024). Blending traditional sales techniques with livestream commerce: strategies for personal selling and streamer engagement. Cogent Business & Management, 11(1), 2417745. (ESCI) (JCR Q2)
  • 7. Chu, Hsunchi (2024). Structuring live stream commerce: A study on classification, framework development, and future research agendas. Marketing Science & Inspirations, 19(3), 2–17. (EBSCO)
  • 8. Chen, Yen-Chun, Hsunchi Chu, Jyun-Yi Wu, Nomin Tsembel, & Yung-Cheng Shen (2019). “A Case Study on Attitude towards Online Auction Use Applying Quantile Regression Analysis”, Total Quality Management & Business Excellence, 30, 7-8. (SSCI)
  • 9. Chu, Hsunchi (2013), A Conceptual Model of Motivations for Consumer Resale on C2C Websites, The Service Industries Journal, 33, 15-16, 1527-1543. (SSCI)
  • 10. Liao, Shuling & Hsunchi Chu (2013), Influence of Consumer Online Resale Awareness on Purchase Decisions: A Mental Accounting Perspective, European Journal of Marketing, 10, 1576 – 1597. (SSCI)
  • 11. Chu, Hsunchi & Liao, Shuling (2010), Buying While Expecting to Sell: The Economic Psychology of Online Resale, Journal of Business Research. 63(9-10), 1073-1078. (SSCI)
  • 12. Chu, Hsunchi & Liao, Shuling (2008). Toward a conceptual model of consumer online resale behavior: An exploratory study in Taiwan. Journal of Internet Commerce, 7(2), 220-252. (Indexed in ESCI now)
  • 13. Chu, Hsunchi & Liao, Shuling (2007). Exploring consumer resale behavior in C2C online auctions: taxonomy and influences on consumer decisions. Academy of Marketing Science Review, 2007, 1.(Indexed in SCOPUS now)
  • 14. 朱訓麒與廖淑伶(2008)，消費者網路轉售行為之概念、分類與模型之初探，管理評論， 27卷2期，頁71-91. (TSSCI)
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Hsunchi Chu

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College of Management, Yuan Ze University.
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