PEI-YU PAI
Status Full-time
Name PEI-YU PAI
Email p.pai@nccu.edu.tw
Office Tel No. 81109
Job Title Associate Professor
Teaching Field 網路社群參與行為、消費者決策行為、顧客關係管理
Unit Dept. of Business Administration
Year Paper Title
2022 白佩玉;H.-T. Tsai*;J.-Y. Zhong, 2022.07, 'Enhancing IT industry employees’ service innovation performance: antecedents and outcomes of service innovation engagement, ' European Journal of Marketing,.(SSCI)(*為通訊作者)(本論著未刊登但已被接受), vol. 438324, Jul. 2022
2021 Tsai, H.T.;白佩玉*, 2021.09, 'Too engaged to contribute? An exploration of antecedents and dual consequences of newcomer engagement in online social groups, ' Journal of the Association for Information Systems, Vol.22, No.5, pp.1311-1333.(SSCI)(*為通訊作者), vol. 429320, Sep. 2021
2020 P.-J. Kao;白佩玉*;H.T. Tsai, 2020.06, 'Looking at both sides of relationship dynamics in virtual communities: A social exchange theoretical lens, ' Information & Management, Vol.57, No.4, pp.1-12.(SSCI)(*為通訊作者), vol. 424867, Jun. 2020
2020 鍾雅如;白佩玉*, 2020, '共居如何提升歸屬感? 以行動研究實證「玖樓共生公寓」之管理實務, ' 商略學報, Vol.12, No.3, pp.173-194.(*為通訊作者), vol. 428075, Jan. 2020
2016 白佩玉*;H.T. Tsai, 2016, 'Reciprocity norms and information-sharing behavior in online consumption communities: An empirical investigation of antecedents and moderators, ' Information & Management, Vol.53, No.1, pp.38–52.(SSCI)(*為通訊作者), vol. 409270, Jan. 2016
2015 P.-J. Kao*;白佩玉;T. Lin;J.-Y. Zhong, 2015, 'How transformational leadership fuels employees’ service innovation behavior, ' The Service Industries Journal, Vol.35, No.7-8, pp.448-466.(SSCI)(*為通訊作者), vol. 407275, Jan. 2015
2014 HT Tsai*;白佩玉, 2014, 'Why Do Newcomers Participate in Virtual Communities? An Integration of Self-Determination and Relationship Management Theories., ' Decision Support Systems, Vol.1, No.57, pp.178-187.(SSCI)(*為通訊作者), vol. 402792, Jan. 2014
2013 H.T. Tsai;白佩玉*, 2013, 'Explaining Members' Proactive Participation in Virtual Communities, ' International Journal of Human - Computer Studies, Vol.71, No.4, pp.475-491.(SSCI)(*為通訊作者), vol. 378937, Jan. 2013
2013 白佩玉*;D. Arnott, 2013, 'User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach, ' Computers in Human Behavior, Vol.29, No.3, pp.1039-1053.(SSCI)(*為通訊作者), vol. 371692, Jan. 2013
2012 H.T. Tsai;白佩玉*, 2012, 'Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management, ' Information & Management, Vol.49, No.2, pp.111-117.(SSCI)(*為通訊作者), vol. 362796, Jan. 2012
2011 白佩玉;H.T. Tsai, 2011, 'How virtual community participation influences consumer loyalty intentions in online shopping contexts: An investigation of mediating factors., ' Behaviour & Information Technology, Vol.30, No.5, pp.603-615.(SSCI), vol. 362795, Jan. 2011
Project Category Year Project Title Participator Job Title Period Unit
MOST Projects 111 疫情下科技使用對消費者心理調適及購物行為的影響:匱乏觀點 PAI PEI-YU Principal Investigator 2022.08 ~ 2023.07 Ministry of Science and Technology
MOST Projects 110 消費者如何適應科技驅動的個人化:壓力及倦怠的負向影響 PAI PEI-YU Principal Investigator 2021.08 ~ 2022.07 Ministry of Science and Technology
MOST Projects 109 個人化行銷策略對精明消費行為之研究 PAI PEI-YU Principal Investigator 2020.08 ~ 2021.12 Ministry of Science and Technology
MOST Projects 108 實體零售業採用行動科技對顧客心智及公司績效之影響探討 PAI PEI-YU Principal Investigator 2019.08 ~ 2020.12 Ministry of Science and Technology
MOST Projects 107 社群商務情境下的顧客投入:顧客資源整合觀點 PAI PEI-YU Principal Investigator 2018.08 ~ 2019.12 Ministry of Science and Technology
MOST Projects 106 從跨層次觀點探討個人因應變革之決策過程:以多重通路零售業為例 PAI PEI-YU,PAI PEI-YU Principal Investigator 2017.08 ~ 2018.12 Ministry of Science and Technology
MOST Projects 105 新手媽媽如何透過線上社群資源進行角色移轉:角色學習觀點 PAI PEI-YU Principal Investigator 2016.08 ~ 2017.11 Ministry of Science and Technology
MOST Projects 104 消費者對於線上評論之採納行為決策研究:社會影響觀點 PAI PEI-YU Principal Investigator 2015.08 ~ 2016.08 Ministry of Science and Technology
MOST Projects 103 線上服務的顧客參與過程:服務主導邏輯觀點 PAI PEI-YU Principal Investigator 2014.08 ~ 2015.07 Ministry of Science and Technology
MOST Projects 101 虛擬團隊成員的行為研究:新進者適應、團隊認同,及主動參與行為(2/2) PAI PEI-YU Principal Investigator 2013.08 ~ 2014.07 Ministry of Science and Technology
MOST Projects 101 虛擬團隊成員的行為研究:新進者適應、團隊認同,及主動參與行為(1/2) PAI PEI-YU Principal Investigator 2012.08 ~ 2013.07 Ministry of Science and Technology
Country School Name Department Duration
UNITED KINGDOM the University of Warwick Warwick Business School 2008.09 ~ 2011.07
UNITED KINGDOM 2004.09 ~ 2005.06
UNITED KINGDOM 2002.09 ~ 2003.07
TAIWAN, REPUBLIC OF CHINA 1998.09 ~ 2002.06
Experience Category Organization Title Department Job Title Duration
Current NATIONAL CHENGCHI UNIVERSITY 企業管理學系 副教授 2022.01 ~ Up to today
Current NATIONAL CHENGCHI UNIVERSITY 企業管理學系 副教授 2016.08 ~ 2021.09
Current NATIONAL CHENGCHI UNIVERSITY 企業管理學系 助理教授 2013.01 ~ 2016.08
Current NATIONAL CHENGCHI UNIVERSITY 企業管理學系 助理教授 2012.02 ~ 2013.01
Honor Category Year Award Name Awarding Unit
Outside School 111 109學年度「院教學優良教師」 商學院
Inside School 110 108學年度教學優良教師獎 (專業課程) 政治大學
Outside School 110 國科會研究獎勵 科技部(國科會)
Outside School 109 107學年度「院教學特優教師」 商學院
Inside School 108 教學優良教師獎 (專業課程;教學特優(108專、105專、103專) ) 政治大學
Outside School 108 106學年度「院教學優良教師」 商學院
Outside School 106 104學年度「院教學特優教師」 商學院
Inside School 105 學術研究優良獎 政治大學
Inside School 105 103學年度教學優良教師獎 (專業課程) 政治大學
Inside School 105 教學優良教師獎 (專業課程) 政治大學
Outside School 104 102學年度「院教學特優教師」 商學院
Outside School 103 101學年度「院教學特優教師」 商學院
Inside School 103 教學優良教師獎 (專業課程) 政治大學
Year Paper Title
2017 白佩玉*;Bo-Hsien Tsai, 2017.08, 'Customer Participation in Online Service Contexts: An Empirical Investigation in the Online Travel Booking, ' Innovation and Sustainability in Marketing, American Marketing Association, pp.O-8~O-9.(*為通訊作者), Aug. 2017
2017 白佩玉*;Hsien-Tung Tsai;Jun-Yu Zhong, 2017.08, 'Why Service Employees Engage in Innovation Processes: A Dual Process Model, ' Innovation and Sustainability in Marketing, American Marketing Associaition, pp.O-25~O-26.(*為通訊作者), Aug. 2017
2016 H.-Y. Hung;白佩玉*;H.T. Tsai, 2016.08, 'Dancing with consumers’ value cocreation on a resource-integration platform: A stage setting of service-dominant logic in a green exchange ecosystem., ' 2016 Summer AMA Conference, American Marketing Association.(*為通訊作者), Aug. 2016
2012 白佩玉*, 2012.12, '小林髮廊─服務創新機制之個案研究, ' 第十八屆服務業管理研討會個案集, pp.44-66.(*為通訊作者), Dec. 2012
2011 白佩玉*, 2011.06, 'Identifying the differences between possible joiners and non-joiners of online communities, ' 2011 Asia-Pacific Association of Consumer Research..(*為通訊作者), Jun. 2011
2010 白佩玉*, 2010.09, 'How do hedonic- and utilitarian-oriented e-reader characteristics influence users’ adoption decisions? An empirical model from users’ perspective., ' 2010 Global Marketing Conference at Tokyo..(*為通訊作者), Sep. 2010
2010 白佩玉*, 2010.09, ' Initial trust building in online community participation: Examining the moderators of individual traits., ' 2010 Global Marketing Conference at Tokyo..(*為通訊作者), Sep. 2010
2010 白佩玉*, 2010.07, 'Member acquisition in online communities: an investigation of the antecedents and outcomes of initial trust., ' 2010 Academy of Marketing Conference.(*為通訊作者), Jul. 2010
2009 白佩玉, 2009.05, 'Facilitating the development of firm-customer relationships through virtual community cultivation., ' 2009 Academy of Marketing Science Annual Meeting., May. 2009