1. NCCU Academic Hub
  2. Researcher
  3. College of Commerce
  4. Department of Business Administation
  5. Yi-Ting Chu

Publications- All

Showing 1-9 of 9
Date Title Type Full Text
2025-07 Why curiosity solutions matter: Moderating the impact of curiosity on brand attitude and engagement conference web page(96)
2025-06 Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers? article web page(28)
2025-01 The Design of a Reverse-COIL Experience for a Responsible Marketing Class Conducted from Taiwan book/chapter web page(18)
2023-08 Taking A Motivation-ability-opportunity (MAO) Model Approach To Understand Consumer Financial Literacy, Decision Making And Financial Wellbeing: Findings From An In-depth Interview Study With Cross Generational Taiwanese Consumers conference web page(237)
2021 刺激還是悠閒？從冒險遊憩網站呈現內容看消費者的風險認知、刺激尋求對遊憩態度及行為意圖的影響 thesis pdf(0)
2019-05 The effects of skills and challenges, perceived risk, and flow experience on experience value and satisfaction: a study on adventure recreation in Taiwan article web page(273)
2018-02 A study of perceived risk, personality trait and social media's influence on Experience Value and Satisfaction - an example on water Adventure Recreational Activities in Eastern Taiwan conference
2018-02 A study of Skills and Challenges, Perceived risk, Flow Experience influence on Experience Value and Satisfaction – an example for Adventure Recreational in Taiwan conference pdf(0)
2013-09 Theory of Planned Behavior for different stages of marketing strategy - For example in Learning English with English magazines conference
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