游蓓怡
研究領域
1. 關係行銷 2. 服務行銷 3. 消費者關係參與動機及行為
教授科目
1.品牌管理（學士班，碩士班）
2.通路管理（學士班，碩士班）
3.行銷管理（學士班）
2.通路管理（學士班，碩士班）
3.行銷管理（學士班）
| 項目 |
|---|
| 英國愛丁堡大學行銷博士(2009/11) |
| 國立高雄第一科技大學行銷碩士 (2001/6) |
| 國立高雄第一科技大學行銷與流通管理系學士(1999/6) |
| 項目 |
|---|
| 英國愛丁堡大學Business School兼任助教 |
| 國立台北商業技術學院附設專科進修學校兼任講師 |
| 項目 |
|---|
| Park, Hee Jung and Yu, Annie Pei-I (2025, Feb). Beyond Economics: Unravelingthe Grit-Capability Nexus in Enhancing Quality of Life Across Economic Divides . Applied Research in Quality of Life, https://doi.org/10.1007/s11482- 025-10421-5. (SSCI, Q1, 29/267, Social Science, Interdisciplinary). |
| Yu, Wen-Ju, Hung, Shin-Yuan, Yu, Anne Pei-I and Hung, Yu-Li (2024, Jun). Understanding consumers’ continuance intention of social shopping and social media participation: The perspective of friends on social media. Information & Management, 61(4), 103808, https://doi.org/10.1016/j.im.2023.103808. (SSCI, Q1, 25/407, Management). 本人為通訊作者。 |
| Liang, Chih-Chin and Yu, Annie Pei-I (2024, Mar). Customer impulse shopping in airports. International Journal of Retail & Distribution Management, 52(3), 372-385. (SSCI, Q1, 56/304 Business). 本人為通訊作者。 |
| Kao, Danny Tengti, Yu, Annie Pei-I, and Lee, Chao-Feng (2022, Oct). Impact of Message Construal, Temporal Distance, and Construal Level on Potential Philanthropic Supporters’ Intentions to Donate. Japanese Psychological Research. (SSCI). 本人為通訊作者。 |
| ung,Hui-Hsi, Cheng, Yin-Hui, Chuang, Shih-Chieh, Yu, Annie Pei-I, & YuTing Lin (2021, Jul). Consistent price endings increase consumers perceptions ofcheapness. Journal of Retailing and Consumer Services, 61, 102590. (SSCI, Q1, 8/304, Business ). 本人為通訊作者。 |
| Liang, Chih-Chin, Yu, Annie P. & Le, Thi Hong (2021, May). Customers focus and impulse buying at night markets. Journal of Retailing and Consumer Services, 60, 102434. (SSCI, Q1, 8/304, Business). 本人為通訊作者。 |
| Yu, Annie Pei-I, Chuang, Shih-Chieh, Cheng, Yin-Hui, and Wu, Yi-Chin (2020, May). The influence of sharing versus self-use on the preference for different types of promotional offers. Journal of Retailing and Consumer Services. (SSCI, Q1, 8/304, Business). 本人為第一作者。 |
| 洪新原、洪幼力、賴芊樺、游蓓怡（2023年12月）。群體社會資本建立對於民 眾揭露個人健康資訊行為之影響。中山管理評論，31(4), 705-760。（TSSCI）。 |
| 楊永生、游蓓怡（2021年12月）。賣油?還是賣咖啡? 中油加油站品牌發展策略抉擇。中山管理評論，第二十九卷，第四期，p713-740。（TSSCI）。本人 為通訊作者。 |
| 項目 |
|---|
| Yu, Annie (2025, Jul). Beyond Personality Traits: Social and Utilitarian Drivers of Digital Banking Engagement Among Millennials and Gen Z Consumers. 2025Academy of Marketing Science World Marketing Congress, Dijon, France. NSTC 110-2410-H-194-040. 本人為第一作者、通訊作者。 |
| Yu, Annie Pei-I (2024, Jul). Building brand authenticity in digital entrepreneurship. 2024 Academy of Marketing , Cardiff, UK. NSTC 112-2410-H-194-041. 本人為第一作者、通訊作者。 |
| Yu, Annie Pei-I (2024, Jul). Can Narcissists Be Managed To Promote Customer Referral Reward Programs: Investigating A Social Relationship Perspective. 2024 Academy of Marketing Annual Conference, Cardiff, UK. NSTC 112-2410-H-194-041. 本人為第一作者、通訊作者。 |
| Chen, Ching-Lun, Yu, Annie P., and Park, Hee Jung (2023, Jul). Parasocial relationship, identification and intention to subscribe and donate live-streamers: A perspective of social motivational model.. 2023 Global Marketing Conference at Seoul, South Korea. 本人為通訊作者。 |
| Park, Hee Jung, and Yu, Annie P. (2023, Jul). The role of psychological power of passion in the context of COVID-19: associations with financial hardship and depression. 2023 Global Marketing Conference at Seoul, South Korea. |
| Yu, Annie (2022, Aug). Do narcissists show off? The moderating roles of social density and perceived interpersonal closeness and their effects on users’ intentions to generate and share content. 2022 BAM British Academy of Management Annual Conference, Manchester, UK. NSTC 110-2410-H-194-040. 本人為第一作者、通訊作者。 |
| Park, Hee Jung and Yu, Annie P. (2020, Nov). Can we use financial service consumption to predict materialism? An empirical study in US. 2020 Global Marketing Conference at Seoul, 韓國首爾. MOST 108-2410-H-194-095 |
| Yu, Annie P. (2020, Nov). Your words inspire me! The influence of word-ofmouth marketing: from the perspective of “emotion as social information (ESAI)model”. 2020 Global Marketing Conference at Seoul, 韓國首爾. MOST 108-2410-H-194-095. 本人為第一作者、通訊作者。 |
| 慧臻 張怡秋 游蓓怡 吳翊豪（2021年05月）。論透過數位工具進行農產 品行銷的可行性─與鄒族部落婦女進行網紅計畫的一次嘗試。彰雲嘉大學校 院聯盟學術委員會研討會，國立中正 |
