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簡珮瑜Pei-Yu Chien Assistant Professor Institute of Technology
Management National Tsing Hua University |
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Contact |
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Office: Room 814, TSMC building Phone: (+886) 3 516 2159 Email: py.chien@mx.nthu.edu.tw |
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Biography |
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Dr. Pei-Yu Chien completed her doctoral degree in
Marketing from the University of New South Wales (UNSW), Sydney, Australia.
She previously served as a Lecturer - Education Focused at UNSW, where she
managed the course "Managing Customer Analytics" for the
Postgraduate Marketing online program during T3, 2020. Currently, she holds
the position of Assistant Professor within the Institute of Technology Management
(ITM) at National Tsing Hua University. |
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Research Interests |
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Marketing Strategy, Pricing and Product Strategy within the Retail
Industry, Online Customer Reviews, Live Streaming Marketing, Network
Analysis, and Big Data Analysis. |
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Publications |
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Pei-Yu Chien, Jack
Cadeaux (2026). “How Assortment Size, Distinctive Allocations, and Local
Market Density affect Convenience Store Transaction Performance”. Journal
of Retailing and Consumer Services, 104496. https://doi.org/10.1016/j.jretconser.2025.104492 |
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David Sugianto Lie, Ali Gohary, Pei-Yu Chien, Bach To Nhu Truong (2024).“Why Do You
Find Similar Reviews Helpful?”: Psychological Mechanisms of the Effect of
Linguistic Style Matching on Review Helpfulness. Decision Support
Systems, 114340. https://doi.org/10.1016/j.dss.2024.114340 |
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Research Projects |
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2025, AI
in Motion: Understanding Adoption of AI-Powered Technology in healthcare,
UNSW Business Insights Institute 2025 Seed Funding. (Project team: Ting Yu,
Shin-Jer Lu, Pei-Yu Chien and Christopher White) |
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2025, Strengthening
Short-Form Video Research: A Macro-to-Micro Exploration, National Science and
Technology Council. |
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2024, Unraveling Consumer Behavior in
Live-Streaming E-Commerce: Elaboration Likelihood Model in Hierarchical
Retail Analytics, National Science and Technology Council. |
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2023, Way to
success in live streaming e-commerce: the effect of custome
engagement and live streamers' linguistic style on sales performance,
National Science and Technology Council. |
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2021-2022,
Incumbent retailers' pricing and product response strategies: Evidence from
Wal-Mart entry, National Science and Technology Council. |
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Conferences |
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Pei Yu Chien, Jacky Mo,
Cheng-Hao Liu, (2025, Jul). Liver streamer characteristics and audience behavior: A meta-analytical review. 2025 Global Marketing
Conference. |
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Pei Yu Chien, Ava Yu,
Jacky Mo, Daren Smith (2024, Jun). Unravelling the Helpfulness of Online
Consumer Reviews: The Moderating Roles of Product Development Stages and
Reviewers' Characteristics. ISMS Marketing Science Conference 2024. |
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Pei Yu Chien, Jack
Cadeaux (2024, Jun). Unravelling Service Market Disruption: The Role of Complementarity
Effects in a Retail Context. ISMS Marketing Science Conference 2024. |
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Pei Yu Chien, Yutian Shen, Mei-Chih Hu,
Ching-Yan Wu (2024, Jun). Persuasive Storytelling in Live Streaming: A
Dual-Route Approach to Increasing ECommerce Sales. ISMS Marketing Science Conference
2024. |
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Pei Yu Chien, Yutian Shen, Yi An Kang (2023,
Dec). Customer Engagement and Sales in Live Streaming. The Australian and New
Zealand Marketing Academy Conference, Dunedin, New Zealand. |
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Pei Yu Chien, Jack
Cadeaux, Hueimei Liang (2019, Jun). How does Customization of Assortments
affect Sales Performance?” ISMS Marketing Science Conference
2019. |
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Teachings |
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Technology Marketing (for postgraduate student) ·
E-commerce and Retailing
Management (for Undergraduate student) ·
Business Data analytics (for postgraduate student) ·
Research Methods
(Quantitative section) (for postgraduate student) |