Professor Info

Photo
Name: 朱訓麒 Hsunchi Chu
Discipline: Marketing
TEL: 03-4638800 ext. 6258
Email: chsunchi@saturn.yzu.edu.tw
https://www.ctee.com.tw/reporter/60052

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

  1. 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. 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. 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. 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. 5. Chu, Hsunchi (2024). Mitigating consumer guilt through resale. Marketing Intelligence & Planning, 42(3), 515-533. (SSCI)(JCR Q1)
  6. 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. 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. 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. 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. 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. 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. 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. 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. 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)

Conference Papers

Research Grants

Books/Pub.

Industrial Grants

Courses

Dissertation

Awards & Certificates

Pro. Membership

Other Contributions