商圈創業競賽TiC-逢甲指導老師(最佳創意獎)
第三屆全國大專院校行銷企劃競賽冠軍指導老(冠軍)
第五屆百世盃孝道創意表演競賽之總決賽領隊指導老師(優選)
全國大專校院創意行銷企劃競賽穎創組指導老師(佳作)
全國大專校院創意行銷企劃競賽烏大龍組指導老師(佳作)
新網路時代電子商務發展計畫創新營運模式構想發掘海峽兩岸競賽－國內組(第一名)
新網路時代電子商務發展計畫創新營運模式構想發掘海峽兩岸競賽－海外組(第四名)
第六屆飛鷹全國創新創業競賽 第二名
經濟部100年度創新營運模式構想發掘產學合作電子商務個案競賽(國外市場組)(隊伍名稱：梅有你行不行！？) 亞軍
經濟部100年度創新營運模式構想發掘產學合作電子商務個案競賽(國外市場組)(隊伍名稱：福人隊) 優選
經濟部100年度創新營運模式構想發掘產學合作電子商務個案競賽(國內市場組)(隊伍名稱：LYSH）優選
經濟部100年度創新營運模式構想發掘產學合作電子商務個案競賽(國內市場組)(隊伍名稱：頂級A咖) 優選
101年全國大專臺鹽盃創意行銷競賽 佳作
2012兩岸三地大學生品牌策劃大賽 二等獎
經濟部101年創新營運模式發掘產學合作電子商務個案競賽
(國外市場組)(隊伍名稱：芙玉 FOR YOU) 亞軍
經濟部101年創新營運模式發掘產學合作電子商務個案競賽
(國內市場組)(隊伍名稱：放大鏡）季軍
經濟部101年創新營運模式發掘產學合作電子商務個案競賽
(國內市場組)(隊伍名稱：海中鮮味烏夠讚）優等
經濟部101年創新營運模式發掘產學合作電子商務個案競賽
(國內市場組)(隊伍名稱：天外奇雞）佳作
第十六屆全國經營管理實務專題競賽(創意企劃類) 佳作
第十六屆全國經營管理實務專題競賽(行銷策略管理類) 佳作
兩岸三地大學生品牌策劃大賽-台灣賽區複賽 優勝
兩岸三地大學生品牌策劃大賽-台灣賽區複賽 佳作
兩岸大學生國際經貿與商務專題競賽 第一名
| 學年度 | 論文名稱 |
| ,★ (2025, Apr). Payment forms linked to consumer preferences for promotional offers: mediating and moderating factors. International Journal of Bank Marketing. SSCI, IF=6.3, https://doi.org/10.1108/IJBM-06-2024-0378. 本人為通訊作者 | |
| ,★ (2023, Aug). The influence of price location on reference-price ads. Marketing Intelligence & Planning. SSCI, IF=3.491, 41, 87-94. 本人為第一作者. | |
| ,★ (2023, Aug). The longer the better? The impact of online travel reviews on consumer trust and visit intention. The Journal of Vacation Marketing, SSCI, IF=5.1. 本人為通訊作者. | |
| ,★ (2022, May). What triggers travel spending? – The impact of prior spending on additional unplanned purchases. Journal of Travel Research. (SSCI: Ranking top 1 in Tourism and Hospitality Journals). journal impact factor 10.982, 61(6) 1378–1390. 本人為第一作者 | |
| ,★ (2021, May). Consistent price endings increase consumers perceptions of cheapness. Journal of Retailing and Consumer Services. 61, 102590-10260. (SSCI), IF=7.135 | |
| ,★ (2020) The influence of sharing versus self-use on the preference for different types of promotional offers. Journal of Retailing and Consumer Services (SSCI), | |
| ,★ (2019) Endowment Effect: Trading for Oneself Versus Trading for Others. Psychological Reports. 122(6), 2298-2319 (SSCI). | |
| ,★ (2019, Feb). Change in Your Wallet, Change Your Choice: The Effect of the Change-Matching Heuristic on Choice. Journal of Retailing and Consumer Services (SSCI), 49, 67-76. 本人為第一作者. | |
| ,★ (2018) Endowment effect: Trading for oneself versus trading for others. Psychological Reports (SSCI). | |
| ,★ (2018). The Effects of Consumer Emotion on Nine-Ending Prices. NTU Management Review, 28(1), 213-254. (TSSCI). 本人為第一作者. | |
| ,★ (2017, Jan. Online). Preference Reversals Between Joint and Separate Evaluations With Multiple Alternatives and Context Effects. Psychological Reports, 120(6). (SSCI). 本人為第一作者 | |
| ,★ (2016, Oct). Framing makes tourists more environmentally conservative. Annals of Tourism Research (SSCI: Ranking top 1 in Tourism and Hospitality Journals), 61, 242-244. 本人為通訊作者 | |
| ,★ (2016, Jun). The Boundary Conditions of the Nine-Ending Pricing Effect in Different Evaluation Modes： Separate, Joint and Sequential. NTU Management Review (TSSCI), 26, 73-106. 本人為第一作者 | |
| ,★ (2015, Oct). Burger or Yogurt? Indulgent Consumption in Impression Management Contexts. International Journal of Psychology, 50(5), 345-53. (SSCI). 本人為第一作者、通訊作者. | |
| ,★ (2015, Jan). Guilt No Longer a Sin: The Effect of Guilt in the Service Recovery Paradox. Journal of Service Theory and Practice, 25(6), 836-853. (SSCI). 本人為第一作者. | |
| ,★ (2014, Dec). The Effects of Consumer Emotion on Nine-Ending Prices. NTU Management Review. (TSSCI). (Accepted). 28 (1): 213-254.本人為第一作者、通訊作者. | |
| ,★ (2013, Dec). The effects of valence-based and discrete emotional states on aesthetic response. International Journal of Psychology, 48(6), 1057-1071. (SSCI). 第一作者、通訊作者. | |
| ,★ (2013, Dec). The effect of regulatory focus on conformity behavior. NTU Management Review, 24(1), 207-232. (TSSCI). 本人為第一作者. | |
| ,★ (2013, Dec). Product option framing under the influence of a promotion versus prevention focus. Journal of Economic Psychology, 39-402-413. (SSCI). 本人為第一作者. | |
| ,★ (2013, Feb). The effect of companion’s gender on impulsive purchasing: the moderating factor of cohesiveness and susceptibility to interpersonal influence. Journal of Applied Social Psychology, 43, 227-236. (SSCI). NSC 97-2410-H-346-006. 本人為第一作者. | |
| ,★ (2013, Feb). The impact of the opinions of others on variety-seeking behavior. Journal of Applied Social Psychology, 43, 917-927. (SSCI). 本人為通訊作者. | |
| ,★ (2012, Sep). More than two choices: The influence of context on the framing effect. Current Psychology, 31, 325-334. (SSCI). | |
| ,★ (2012, Jul). The impact of purchase quantity on the compromise effect: The balance heuristic. Journal of Judgment and Decision Marketing, 7, 499-512. (SSCI). 本人為第一作者. | |
| ,★ (2012, Apr). The impact of self-confidence on the compromise effect. International Journal of Psychology, 48(4), 660-675. (SSCI). 本人為通訊作者. | |
| ,★ (2012, Mar). The Compromise Effect in Choosing for Others. Journal of Behavior Decision Making, 25, 109-122. (SSCI). | |
| ,★ (2012, Mar). The Effect of Incomplete Information on the Compromise Effect. Journal of Judgment and Decision Making, 25, 196-206. (SSCI). 本人為通訊作者 | |
| ,★ (2012, Feb). The Effect of Service Failure Types and Service Recovery on Customer Satisfaction: Mental Accounting Perspective. The Service Industries Journal, 32, 257-271. (SSCI). 本人為通訊作者. | |
| ,★ (2012, Feb). The Influence of Suggestions of Reference Groups in the Compromise Effect. Journal of Economic Psychology, 33, 554-565. (SSCI). 本人為通訊作者. | |
| ,★ (2011, Dec). The Effects of Consumers’ Incidental Emotions on Their Perceptions of Advertised Reference Prices. Management Review (in Chinese) (TSSCI), 30(4), 93-115. 本人為第一作者. | |
| ,★ (2010, Dec). A Comparison Between the Effect of Emotional Certainty and Uncertainty on Coping Strategies and Decision Making. Social Behavior and Personality, 38(1), 53-60. (SSCI). 本人為第一作者. | |
| ,★ (2010, Jan). Profitability decided by patent quality? An empirical study of the U.S. semiconductor industry. Scientometrics, 82(1), 175-183. (SSCI). | |
| ,★ (2009, Dec). The Joint Effect of Terminologies and Consumer Knowledge in Advertising. Journal of Business Psychology, 24, 485-491. (SSCI). 本人為通訊作者. |
| 活動名稱 |
| ★ 政府中央單位及各縣市單位評鑑及審查委員、經營管理訓練講師 |
| ★ 各大企業高階主管訓練 |
| ★ 成功大學--勞工領袖大學 |
| ★ 中國生產力中心 |
| ★ 客家委員會 |
| ★ 南區職訓局、工會等各訓練課程 |
| ★ 台南市社區大學、鼎燁顧問有限公司 |
| ★ 社團法人中華民國青年創業協會 |
| ★ 嘉義市政府地方特色產業輔導 |
| ★ 雲林縣政府地方特色產業輔導 |
| ★ 台南市政府、嘉義市政府、嘉義縣政府、雲林縣政府等各縣市庇護工場經營輔導 |
| 服務機關名稱 | 期間 |
| 1.經濟部創業圓夢計畫輔導專家 | ~ |
| 2.勞動部多元就業輔導委員 | ~ |
| 3.經濟部商圈輔導計畫輔導專家 | ~ |
| 4.經濟部OTOP輔導專家 | ~ |
| 5.庇護工廠評鑑、輔導專家 | ~ |
| 6. 財政部促參司專家學者及審查委員 | ~ |
| 7.行政院公共工程委員會委員 | ~ |