Personal Statement

Prof. Rock Tang received his PhD from the National Tsing Hua University where he focused on technology marketing. His expertise is in marketing, and as a researcher, he has been publishing his works in marketing journals, such as Electronic Commerce Research and Application, Journal of Business Research, Journal of Business Ethic, Journal of Interactive Marketing, European Journal of Marketing, and others. He has taught at National Tsing Hua University, Taiwan, and he is currently a Full-time Professor and Deputy Director of EMBA in Tunghai University, and the supervisor of graduate program of management school.

Education

2017   Ph.D., Technology Management, National Tsing Hua University, Taiwan.

2010   M.A., Technology Management, National Chiao Tung University, Taiwan.

2008   B.A., Business Administration, Chung Yuan Christian University, Taiwan.

Research Interests

Technology Marketing; Service Marketing; Mobile Social-media Marketing

Academic Appointments

2024-Present 　 Professor, Department of International Business, Tunghai University, Taiwan.
2021- 2024　 　Associate Professor, Department of International Business, Tunghai University, Taiwan.
2017- 2021　　 Assistant Professor, Department of International Business, Tunghai University, Taiwan.
2017　　　　　 Postdoctoral Researcher, Institute of Technology Management, National Tsing Hua University, Taiwan.

Honors and Awards

2025　 Mr. Lu Feng-Zhang Memorial Award
2023-2025　 NSTC University Research Awards
2017-2020　 MOST Special Outstanding Talent Award (Tunghai University).
2020　 Teaching Excellence Award, Tunghai University.
2019　 Excellent Mentor Award, Tunghai University.
2016　 Phi Tau Phi Honorable Membership (National Tsing Hua Univeristy).
2016　 Chung Hwa Rotary Educational Foundation Scholarship.
2015　 National Tsing Hua University International Visiting Award.
2014　 BenQ Materials Corporation Research Award.
2008　 Phi Tau Phi Honorable Membership (Chung Yuan Christian University).

ACADEMIC SERVICES

International Journal of Bank Marketing (SSCI): Guest Editor-
Special Issue: The Dark side of FinTech: Unintended Consequences and Ethical Consideration of FinTech Adoption
International Journal of Bank Marketing (SSCI): Editorial Board Member
Industrial Management & Data Systems (SSCI): Editorial Board Member
2022 Economics and Business International Camp and Courses for Sustainability (EBICCS): Keynote Speaker
2018 Global Marketing Conference: Session Chair
Journal of Business Research (SSCI): Reviewer
Journal of Business Ethics (SSCI): Reviewer
European Journal of Marketing (SSCI): Reviewer
International Journal of Bank Marketing (SSCI): Reviewer
Internet Research (SSCI): Reviewer
Decision Support Systems (SSCI): Reviewer
Journal of Computer Information Systems (SSCI): Reviewer
Electronic Commerce Research and Applications (SSCI): Reviewer
Industrial Management & Data Systems (SSCI): Reviewer
International Journal of Consumer Studies (SSCI): Reviewer
International Journal of Innovation and Learning (SSCI): Reviewer
Technological Forecasting and Social Change (SSCI): Reviewer
Journal of Enterprise Information Management (SSCI): Reviewer
Annals of Operations Research (SSCI): Reviewer
Journal of Financial Services Marketing (SSCI): Reviewer
Journal of Testing and Evaluation (SCI): Reviewer
NTU Management Review (TSSCI): Reviewer
Sun Yat-Sen Management Review (TSSCI): Reviewer
Industry and Management Forum (TSSCI): Reviewer
Journal of Management and Systems (TSSCI): Reviewer
Journal of Management and Business Research (TSSCI): Reviewer
Journal of Technology Management (TSSCI): Reviewer

Publications

Journal Papers:

1. Wu, L. W., Wu, Y. H., Tang, Y. C., & Wang, C. Y. (2025). Strengthening journey satisfaction through effective customer journey design for omnichannel retailing. International Journal of Retail & Distribution Management, 53(9), 872-888. (SSCI)
2. Wu, L. W., Wang, C. Y., & Tang, Y. C. (2025). Do Commitment and Asset Specificity Serve as the Double-edged Sword to Assist Co-production in Enhancing Value Co-creation? A Dyadic Approach in Taiwan. Asia Pacific Journal of Marketing and Logistics, 37(5), 1302-1320. (SSCI)
3. Ooi, K. B., Koohang, A., Cheng-Xi Aw, E., Cham, T. H., Cobanoglu, C., Dennis, C., Dwivedi, Y. K., Hew, J. J., Kelly, H. L., Hughes, L., Lin, C. Y., Mishra, A., Phau, I., Raman, R., Sigala, M., Tang, Y. C., Wong, L. W., & Tan, G. W. H. (2024). Unveiling the Potential of Generative Artificial Intelligence: A Multidimensional Journey into the Future (Opinion Paper), Industrial Management & Data Systems, 125(2), 417-432. (SSCI)
4. Ooi, K. B., Cham, T. H., Tan, G. W. H., Al-Emran, M., & Tang, Y. C. (2024). The Dark Side of FinTech: Unintended Consequences and Ethical Consideration of FinTech Adoption (Editorial Paper), International Journal of Bank Marketing, 42(1), 1-6.(SSCI)
5. Hsieh, J. K., Kumar, S., Tang, Y. C., & Huang, G. Z. (2023) Investigating the Relationships between Influencers and Their Followers: Moderator of Human Brand of Influencer (HBI) Phase, Electronic Commerce Research and Application, 58, 101252. (SSCI)
6. Yin, C. C., Tang, Y. C., Chiu, H. C., Hsieh, Y. C., & Lai, Y. T. (2023) Telling an Authentic Story Aligning with Your Product Type and Price, Journal of Business Research, 161, 113799. (SSCI)
7. Loh, X. M, Lee, V. H., Leong, L. Y., Aw, C. X., Cham, T. H., Tang, Y. C., & Hew, J. J. (2023). Understanding Consumers’ Resistance to Pay with Cryptocurrency in the Sharing Economy: A Hybrid SEM-fsQCA Approach, Journal of Business Research, 159, 113726. (SSCI)
8. Wu, L. W & Tang, Y. C. (2022). Mobile Payment in Omnichannel Retailing: Dynamics between Trust and Loyalty Transfer Processes, Internet Research, 32(6), 1783-1805. (SSCI)
9. Yin, C. C., Tang, Y. C., Hsieh, Y. C., Chiu, H. C., & Jhu, S. J. (2022). Find Me Here: Share Store Information through Check-in, Journal of Research in Interactive Marketing, 16(2), 259-276. (SSCI)
10. Wu, L. W., Tang, Y. C., & Wang, C. Y. (2021). Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing. NTU Management Review, 31(3), 159-199. (Taiwan SSCI)
11. Chang, K. H., Tang, Y. C., & Lin, Y. S. (2021). On the Way to A Personal Brand: Exploring the Influence of the Insurance Salesperson’s Image Management on Customer Orientation Behaviors. Journal of Management and Systems, 28(3), 341-373. (Taiwan SSCI)
12. Liu, C. H., Chiu, H. C., & Tang, Y. C. (2020). Marketing Changes under the Emergence of Internet of Things- The Perspective of Dynamic Capabilities. Industry and Management Forum, 22(1), 30-54. (Taiwan SSCI)
13. Liu, C. H., Tang, Y. C., Lin, G. B., & Hsieh, Y. C. (2020). In mobile search, the more you see, the more you love ? How consumer knowledge and screen sizes affect branding effect?. Sun Yat-Sen Management Review, 28(3), 379-418. (Taiwan SSCI)
14. Hsieh, Y. C., Chiu, H. C., Tang, Y. C., & Lee, M. (2018). Do Colors Change Realities in Online Shopping?. Journal of Interactive Marketing, 41, 14-27. (SSCI)
15. Hsieh, Y. C., Chiu, H. C., Tang, Y. C., & Liu, C. H. (2018). Understanding the influences of story elements in service businesses. Service Business, 12, 601-619. (SSCI)
16. Hsieh, Y. C., Chiu, H. C., Tang, Y. C., & Lin, W. Y. (2018). Does Raising Value Co-creation Increase All Customers’ Happiness?. Journal of Business Ethics, 152(4), 1053-1067. (SSCI)
17. Tang, Y. C., Hsieh, Y. C., & Chiu, H. C. (2017). Purchase decision: does too much choice leave us unhappy?. European Journal of Marketing, 51(7/8), 1248-1265. (SSCI)

Conference Papers:

1. Wu, L. W., T. C. Lin, Y. H. Wu, and Y.C. Tang (2025) How Information Overload Influences Post-Purchase Dissonance and Purchase Delay Behavior？The Mediating Effects of Shopping Fatigue, Consumer Confusion, and Information Anxiety. The Academy of Marketing 2025 Conference, Cork, Ireland.
2. Wu, L. W., Y. H. Wu, C. Y. Lin, and Y. C. Tang (2025) Exploring Omnichannel Capability and Relationship Investment: Key Factors and the Impacts on Customer Inspiration, 2025 Academy of Marketing Science World Marketing Congress, Dijon, France.
3. Tang, Y. C, P. T. Tseng, and T. B. Kim (2024) The New Era of Social Media Marketing. ICCAM. Bangkok, Thailand.
4. Tang, Y. C. and C. C. Yin (2023) Investigating the Moderating Role of Personality Traits in Authentic Ads. AMA Summer Academic Conference. San Francisco, USA.
5. Tang, Y. C. and L. W. Wu (2018) Exploring Storytelling Elements in Marketing. Global Marketing Conference. Tokyo, Japan.
6. Wu. L. W., Y. C. Tang, and Y. T. Wu (2018) The Determinants of Co-production for Value Co-creation: Quadratic effects. International Conference on Economics, Society and Management. Beijing, China.
7. Wu. C. Y., K. I. Lee, Y. C. Tang, and C. Y. Chen (2018) A KANO Model Analysis on Food Service Management Factors. Annual Conference on New Marketing Under IoT Era. Kinmen, R.O.C.
8. Chiu, H. C. and Y. C. Tang（2017）App Aesthetics and User Brand Experience. The European Conference on Social Sciences. Brighton, UK.
9. Chiu, H. C. and Y. C. Tang（2017）Creating Buzz in Social Network Media. Global Business Research Symposium. Los Angeles, USA.
10. Chiu, H. C. and Y. C. Tang（2016）Business Stories in Services. Global Business Research Symposium. Los Angeles, USA.
11. Tang, Y. C. and H. C. Chiu (2015) How to Affect Brand Attitude with Authenticity in Advertising. International Conference on Marketing Management. Tokyo, Japan.
12. Tang, Y. C., H. C. Chiu, and Y. T. Lai (2015) Exploring the Authentic Elements in Story. International Conference of Pacific Rim Management. Los Angeles, USA.

Book:

Chiu, H. C., Y. C. Hsieh, Y. C. Tang (2017) Service Marketing and Management（3rd edition）Yeh Press, Taipei.

Teaching Case:

1. Should we Establish an Internet of Things Knowledge Platform? (2019) Harvard Business Review (Taiwan Edition)
2. Five Key Factors to Design the Best Brand Stories. (2019) Harvard Business Review (Taiwan Edition)

Grants and Funding

2024-2025 Technology Stems from Humanity- Exploring the Influence of Intelligent Marketing on Consumer’s Purchase Decision, National Science and Technology Council.

2023-2024 Exploring the influences of different contexts on consumers’ information transmission behaviour intentions, National Science and Technology Council.

2022-2023 A Study of the Influences of Relationship Marketing Strategies in the Different Types of Business Models, Ministry of Science & Technology.

2021-2022 Exploring the Influences of Mobile Application Interface Characteristics, Ministry of Science & Technology.

2019-2021 A Study of the Influences of Mobile Aesthetics, Ministry of Science & Technology.

2020-2021 Foreseeing the future: Intelligence Service Design, Ministry of Education.

2018-2019 Exploring the Influences of Storytelling Marketing Characteristics, Ministry of Science & Technology.

2017-2018 An Advertising is also a Story: Exploring the Influences of Narrative Advertisement, Ministry of Science & Technology.

Teaching Experience

Certification:

English Medium Instruction Certificate for University Lecturers, Oxford EMI Training (2023)
Certificate in EMI Skills, Cambridge English (2022)
ELI ASIAⅢ Program, Bobson College (2019)

Tunghai University

• Graduate
  • Business Research Methods.
  • Business Case Analysis.
  • Marketing and Brand Management.
  • Technology Marketing.
  • Technology and Operation Management.
  • Marketing and Brand Management (EMBA).
  • Technology Innovation Management (EMBA).
  • Technology Marketing and Sustainable Competitive Advantage (EMBA)
• Undergraduate
  • Marketing Management.
  • International Marketing.
  • International Business Management.
  • Technology Marketing.
  • Technology Management.
  • Service Innovation and Design Thinking.

National Tsing Hua University

• Undergraduate
  • Marketing Management