Professor Info

Photo
Name: 顏于翔 Yen, Yu-Xiang
Discipline: Marketing
TEL: 03-4638800 ext. 6313
Email: seanyen@saturn.yzu.edu.tw

Title

Associate Professor, Convener of Marketing Discipline

Speciality

Green Marketing Green Consumer Behavior Green Procurement and Supply Chain Management New Product Development and Management High-Tech Consumer Behavior Technology Marketing and Management Relationship Marketing

Academic BG.

  • PhD in Business Administration, National Central University, Taiwan, 2009 (June)

Experience

  • Special assistant of chairman, Asia Pacific Fuel Cell Technologies, 2013 (Jan.)
  • Purchasing deputy manager, ATEN Solar Technology, 1012 (Feb.)
  • Post Doctoral research, National Central University, Taiwan. 2010 (Sep.)
  • Doctoral teacher, Asia University, Taiwan. 2009 (Aug.)

Journal Papers

  1. Yu-Xiang Yen (2018) 'Buyer-supplier collaboration in green practices: The driving effects from stakeholders', Business Strategy and the Environment, Vol. 27 No. 8, pp. 1666-678. (SSCI )
  2. Yu-Xiang Yen and Shiu-Wan Hung (2017) ‘Why Do Buyers Share Knowledge with Suppliers in New Product Development? Current and Alternative Supplier Antecedents’, Journal of Business-to-Business Marketing, Vol. 24 No. 4, PP. 283-296. (SSCI )
  3. Yu-Xiang Yen and Shiu-Wan Hung (2017) 'The influences of suppliers on buyer market competitiveness: an opportunism perspective', Journal of Business & Industrial Marketing, Vol. 32 No. 1, pp. 18-29. (SSCI )
  4. 林鴻銘, 顏于翔*, 林鴻洲（2017年）。溫度與觸摸需求對尋求多樣化行為之影響。管理評論，第36 卷，第1 期，頁 55-69。（TSSCI）
  5. Yu-Xiang Yen and Shiu-Wan Hung (2013) ‘How does supplier’s asset specificity affect product development performance? – A relational exchange perspective’, Journal of Business & Industrial Marketing, Vol. 26 No. 4, pp. 276-287. (SSCI )
  6. Yu-Xiang Yen and Shang-Yung Yen (2012) ‘Top-management’s role in adopting green purchasing standards by high-technology firms’, Journal of Business Research, Vol. 65 No. 7, pp. 951-959. (SSCI )
  7. Yu-Xiang Yen, Edward Shih-Tse Wang and Der-Juinn Horng (2011) ‘Supplier’s willingness of customization, effective communication, and trust: a study of switching cost antecedents’, Journal of Business & Industrial Marketing, Vol. 26 No. 4, pp. 250-259. (SSCI )
  8. Yu-Xiang Yen and Der-Juinn Horng (2010) ‘Effects of satisfaction, trust, and alternative attractiveness on switching intentions in industrial customers’, International Journal of Management and Enterprise Development, Vol. 8 No. 1, pp. 82-101.
  9. Yu-Xiang Yen and Der-Juinn Horng (2007) ‘The outsourcing application in developing own brand: transformation from ODM business’, International Journal of Technology Marketing, Vol. 2 No. 4, pp. 364-380.

Conference Papers

  1. Yen, Y. X.*, Tseng, C. C., Liao S. (2025). Exploring the Antecedents and Consequences of Consumers’ Reuse Behavior on AI Application Services-The Study of ChatGPT, 2025 AMS World Marketing Congress (國科會管理二學門推薦國際研討會), July, 47–47.
  2. Yen, Y. X.* (2024). How can firms advance market competitiveness?–Views of AI and green practices. IAM2024S Conference (TSSCI期刊-Management Review等期刊與SIiM學會協同主辦之國際學術會議). Sapporo, Japan, July, 16-19. 國科會計畫編號：NSTC 112-2410-H-155-018-SSS. 本人為第一作者、通訊作者, 本論文獲得研討會之“最佳論文獎”.
  3. Yen, Y. X.* (2023). The Antecedents and Consequences of Firms’ AI Adoption-IoT Technology and Innovation Perspectives. IAM2023S conference (TSSCI期刊-Management Review等期刊與SIiM學會協同主辦之國際學術會議). 國科會計畫編號：MOST 111-2410-H-155-016-SSS. 本人為第一作者、通訊作者.
  4. Yen, Y. X.* (2022). The Study of Green Innovation Antecedents- IoT Technology Adoption View. CBIM 2022 International Conference, Atlanta, USA (Online), June, 21-23. 科技部計畫編號：MOST 110-2410-H-155 -033 -SSS.
  5. Yen, Y. X.* (2021). The Study of Firms’ Readiness for IoT Technology Adoption and Innovation Performance – MOA Framework Perspective. 2021 R＆D Management Conference (管理一學門推薦國際學術會議), Glasgow, United Kingdom, July, 6-8. 科技部計畫編號：MOST 107-2410-H-155 -041-MY2.
  6. Yen, Y. X.* (2019). How Firms Achieve Technology Readiness for IoT Adoption? - Views from Market Orientation and Adaptive Capability. 2019 22nd AMS World Marketing Congress (管理二學門推薦國際學術會議), Edinburgh, United Kingdom, July, 9-12. 科技部計畫編號：MOST 107-2410-H-155 -041-MY2.
  7. Yen, Y. X.* (2018). The study of Internet of Things application in new product development- views from collaboration and innovation. 2018 R＆D Management Conference (管理一學門推薦國際學術會議), Milan, Italy, June, 27-July, 1. 科技部計畫編號：106-2410-H-155-046 -.
  8. Yen, Y. X.* (2017). Why do firms adopt IoT technologies? Perspectives of supply chain management. 2017 R＆D Management Conference (管理一學門推薦國際學術會議), Leuven, Belgium, July, 1-5 . 科技部計畫編號：MOST 105-2410-H-155-056 -.
  9. Yen, Y. X.* (2016). Collaboration with suppliers in green management practices-institutional theory antecedents. 2016 XXVII ISPIM Innovation Conference, Porto, Portugal, June, 19-22. 科技部計畫編號：MOST 104-2410-H-155-042 -.
  10. Yen, Y. X.,* & Hung, S. W. (2015). Supplier influences on buyer market competitiveness – the opportunism perspective. 2015 XXVI ISPIM Innovation Conference, Budapest, Hungary, June, 14-17. 科技部計畫編號：MOST 103-2410-H-155 -045 -SSS.
  11. Hung, S. W. & Yen, Y. X.* (2014). How do suppliers drive knowledge sharing with buyers?, International Conference on Technology, Innovation and Industrial Management (TIIM 2014), Seoul, South Korea, May, 27-30.
  12. Yen, Y. X., Yen S. Y., & Woodside A. G.* (2010). Top-management commitment’s role in adopting green purchasing standards by high-tech industrial firms. 2010 Global Marketing Conference, Tokyo, Japan, Sep., 9-12.

Research Grants

  1. Study of Collaboration with Suppliers in Green Management Practices- Institutional Theory Antecedents (104-2410-H-155-042-) 2015/8-2016/7
  2. Supplier Influences on Buyer Market Competitiveness- The Opportunism Perspective (103-2410-H-155-045-SSS) 2014/8-2015/7

Books/Pub.

Industrial Grants

Courses

  1. Marketing Management
  2. New Product Development and Management
  3. Procurement Strategy and Supply Chain Management
  4. Green Marketing
  5. Relationship Marketing
  6. Marketing Research
  7. Marketing Strategy
  8. Advanced Research Methodology

Dissertation

  1. 2016. Hao-Yun, Liu. Influence Factors on the Green Technology Use Behavior of Consumers- A Case of Electric Vehicle and Electric Scooter.
  2. 2015. Ta-Yi, Chiu. The key factors of green brand equity in Taiwan's IT industry.

Awards & Certificates

Pro. Membership

Other Contributions