Dr Fred Chao
Newcastle Business School
- Phone:(02) 4921 6389
Fred’s research interest is primarily focused on understanding the influence of consumer innovativeness on new product adoption across various product categories, services and cultures. The importance of such research enables companies addressing innovative consumers and knowing how to deal with this key segment, thus minimizes the failure rate of product innovations. He is currently engaged in a cross cultural study about drivers of consumer acceptance of novel new services.
Before Fred came to Australia, Fred was a lecturer in Northern Taiwan Institute of Science and Technology for 2 years. He taught “Practice of International Trade”. During the last one and half year of his PhD candidature, he worked as a sessional tutor in marketing department at Monash University. He taught “Principle of Marketing”. In 2011, he had the opportunity to be offered a position as an assistant lecturer in the department of marketing at Monash University. He taught four units: marketing research method, international marketing, consumer behaviour, and integrated marketing communication. He received two teaching excellence awards for achieving high levels of overall student satisfaction in the unit evaluation for MKW 2460 (Integrated Marketing Communication) and MKW 2420 (Marketing Research Methods). His teaching values are to promote self-directed learning, create a supportive environment for knowledge acquisition, encourage problem solving, and to foster an enquiring and creative mind.
Fred possesses good educational administration skills. Administration duties include student consultation, marking assignments and exams, answering course-related queries, and work with course coordinator on finalizing students’ grades. He is a team player, an effective communicator, possess leadership qualities, creative and innovative abilities, and is a responsible worker that strives for excellence in everything that I do. He has well-developed written and oral communication skills in both English and Mandarin which will enable him to be closely related to students (local and international) and staffs. He prides himself on being well-organized and a responsible person. Certainly, he is willing to contribute his knowledge, skills and personal experiences to provide his assistance to both local and international students and the community. Education is the basis of the enrichment of life. He believes that the more people learn, the better spirit they will have. He has had worked in industries for over 6 years in Taiwan and 3 years in Australia. He remains a great relationship with his colleagues.
1. RMIT University - Associate Prof Mike Reid: Developing a scale for vicarious adoption 2. Monash University - Dr. Vaughan Reimers: Retail Study: Investigate the influence of shopping convenience and permission email marketing 3. De Lin Institute of Technology (Taiwan) - Dr. Alice Chuang: Drivers of consumer acceptance of novel new services in Australia, China and Taiwan.
- Doctor of Philosophy, Monash University
- Consumer Behaviour
- Integrated Marketing Communication
- International Marketing
- Marketing Research Method
- New Product Adoption
- Principle of Marketing
- Product Innovation Management
Fields of Research
|150599||Marketing not elsewhere classified||30|
|Title||Organisation / Department|
|Lecturer||University of Newcastle
Newcastle Business School
|Dates||Title||Organisation / Department|
|1/01/2011 - 1/12/2011||Assistent Lecturer||Monash University
Business and Law
Highly Commended paper in the 2017 Emerald Literati Network Awards for Excellence
For publications that are currently unpublished or in-press, details are shown in italics.
Journal article (8 outputs)
|2017||Reimer V, Magnuson B, Chao C, 'Happiness, altruism and the Prius effect: how do they influence consumer attitudes towards environmentally responsible clothing', Journal of Fashion Marketing and Management, 21 (2017)|
Rayner J, Reimers V, Chao CWF, 'Testing an International Measure of Public Service Motivation: Is There Really a Bright or Dark Side?', Australian Journal of Public Administration, (2017)
Â© 2017 Institute of Public Administration Australia.'Public service motivation' (PSM) is usually reported as a bright force although recent debate alludes to a dark side. Variabl... [more]
Â© 2017 Institute of Public Administration Australia.'Public service motivation' (PSM) is usually reported as a bright force although recent debate alludes to a dark side. Variables representing each side are, respectively, job satisfaction and burnout. This study tests for both the bright and potential dark direct effects of PSM and responds to calls to further validate the international PSM instrument developed by Kim et al. (2013). Using a sample of 455 local council workers in Australia, analysis confirmed that while the measure was robust and generalizable in its structure, none of the dimensions of PSM were found to influence either job satisfaction or burnout. Plausible explanations include contextual factors, nomological concerns with the measurement instrument, and the notion that PSM has a non-significant influence on either. The implications of these findings are discussed and future research proposed. Australian Journal of Public Administration
Reimers V, Chao CW, Gorman S, 'Permission email marketing and its influence on online shopping', Asia Pacific Journal of Marketing and Logistics, 28 308-322 (2016) [C1]
Â© 2016, Â© Emerald Group Publishing Limited.Purpose Â¿ While the internet has emerged as a retail force to be reckoned with, itsÂ¿ success is dependent, at least in part, on othe... [more]
Â© 2016, Â© Emerald Group Publishing Limited.Purpose Â¿ While the internet has emerged as a retail force to be reckoned with, itsÂ¿ success is dependent, at least in part, on other promotional tools. One such tool is permission e-mail marketing (PEM). Operating within the framework of the Technology Acceptance Model (TAM), the purpose of this paper is to explore the influence of PEM on the perceived value derived from internet shopping. Design/methodology/approach Â¿ Data were collected through an online survey in Melbourne, Australia. Utilising a sample of 338 consumers, the resulting data were analysed using structural equation modelling. Findings Â¿ The results of the study indicate that PEM positively influences the perceived usefulness, ease of use and enjoyment derived from shopping online. Furthermore, it also serves to reduce the perceived risk. PEM serves as an important extension of the TAM, with the findings from this study highlighting not only what the sources of online shopping value are, but also how they can be influenced. Research limitations/implications Â¿ The limitation applies to the research context in which the study was carried out Â¿ fashion shopping. Practical implications Â¿ The study confirms the importance of PEM and highlights to retailers that they have another important tool at their disposal. Originality/value Â¿ This study highlights the importance of PEM and support the proposition that its key source of value lies in providing information that the consumer wants. Such relevance is the key of distinction between PEM and SPAM. Despite the rapid growth of internet shopping in Australia, very few online shopping studies have been conducted in an Australian context. This study helps to address such an oversight.
Chao CW, Reid M, Hung YC, 'Vicarious innovativeness or vicarious learning: The role of existing vicarious innovativeness in new product purchase intentions', Australasian Marketing Journal, 24 87-92 (2016) [C1]
Â© 2016 Australian and New Zealand Marketing Academy.This paper draws on the consumer innovativeness literature to examine the relationship between existing vicarious innovativene... [more]
Â© 2016 Australian and New Zealand Marketing Academy.This paper draws on the consumer innovativeness literature to examine the relationship between existing vicarious innovativeness scale and other forms of consumer innovativeness scales and its role on predicting new product purchase intentions in Australia and China. This study found that existing vicarious innovativeness scale is negatively associated with other forms of consumer innovativeness. Contrary to a significant body of academic research, this study demonstrates the ability of the existing vicarious innovativeness scale in predicting new product purchase intentions rather than new product adoption behaviour. The results have important implications by validating the existing vicarious innovativeness scale in a cross-cultural context. The results of this study question the existing vicarious innovativeness scale that it should only be considered as a measurement for vicarious learning. Instead, further research should seek additional sources of both innovators' and imitators' new product information acquisition in order to develop a proper scale to better measure vicarious innovativeness.
Reimers V, Magnuson B, Chao CW, 'The academic conceptualisation of ethical clothing: could it account for the attitude behaviour gap', Journal of Fashion Marketing and Management, 20 383-399 (2016) [C1]
Reimers V, Chao C, 'The role of convenience in a recreational shopping trip', European Journal of Marketing, 48 2213-2236 (2014) [C1]
Chao C, Reid Mike, Mavondo Felix, 'Global consumer innovativeness and consumer electronic product adoption', Asia Pacific Journal of Marketing and Logistics, 25 614-630 (2013) [C1]
|Show 5 more journal articles|
Conference (6 outputs)
|2017||Chao C, 'Prediction power of existing scales on new product adoption in the Chinese market' (2017)|
|2016||Hung YC, Song L, Chao CW, 'The Effect of Presentation Order on Evaluation of Experiential' (2016)|
|2015||Chao CW, Reid M, 'Investigating the impact of new product information acquiring behaviour on innovative customers Â¿ the development of vicarious innovativeness scale.' (2015)|
|Show 3 more conferences|
Grants and Funding
|Number of grants||1|
Click on a grant title below to expand the full details for that specific grant.
20131 grants / $5,000
Investigating the impact of new product information learning and behaviour on innovative customers - Developing a scale for vicarious innovativeness$5,000
Funding body: University of Newcastle
|Funding body||University of Newcastle|
|Project Team||Doctor Fred Chao|
|Scheme||New Staff Grant|
|Type Of Funding||Internal|
Number of supervisions
Total current UON EFTSL
|Commenced||Level of Study||Research Title||Program||Supervisor Type|
|2015||PhD||Political PR techniques in Leadership speeches: Five case studies and comparative analysis||PhD (Politics), Faculty of Business and Law, The University of Newcastle||Co-Supervisor|
|Year||Level of Study||Research Title||Program||Supervisor Type|
|2016||Professional Doctorate||The role of personality in the relationship between behavioural intention of online group buying and its determinants in Hong Kong||Marketing, Faculty of Business and Law, The University of Newcastle||Principal Supervisor|