Dr Yu Chen Hung

Dr Yu Chen Hung

Lecturer

Newcastle Business School

Career Summary

Biography

Yuchen is a lecturer in Marketing at the Newcastle Business School and teaches in the area of consumer behavior and global marketing. Yuchen is active in marketing research with a focus on consumer psychology. She uses blended teaching method to increase student engagement in class, including case studies, workshops, and experiments.   


Qualifications

  • Doctor of Philosophy, National University of Singapore
  • Bachelor of Business Administration/Bachelor of Sc, National Taiwan University

Keywords

  • Affect and Cognition
  • Business Statistics
  • Consumer Behavior
  • Consumer Psychology
  • Decision Making
  • Global Marketing
  • Goal Pursuit
  • International Marketing
  • Self and Identity

Languages

  • Mandarin (Mother)
  • English (Fluent)

Fields of Research

Code Description Percentage
150501 Consumer-Oriented Product or Service Development 50
150506 Marketing Theory 50

Professional Experience

UON Appointment

Title Organisation / Department
Casual Academic University of Newcastle
Newcastle Business School
Australia
Lecturer University of Newcastle
Newcastle Business School
Australia

Teaching

Code Course Role Duration
GSBS6041 Global Marketing Strategy and Planning
The University of Newcastle
Coordinator and Supervisor 2/02/2015 - 25/11/2016
MKTG3060 International Marketing
The University of Newcastle
Supervisor and Lecturer 27/07/2015 - 4/11/2016
MKTG4000 Theory in Marketing
The University of Newcastle
Corordinator and Lecturer 22/02/2015 - 3/06/2016
GSBS6013 Customer Decision Making and Behaviour
The University of Newcastle
Coordinator and Lecturer 2/02/2015 - 25/11/2016
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Journal article (2 outputs)

Year Citation Altmetrics Link
2016 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)

© 2016 Australian and New Zealand Marketing Academy.This paper draws on the consumer innovativeness literature to examine the relationship between existing vicarious innovativene... [more]

© 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.

DOI 10.1016/j.ausmj.2016.01.006
Co-authors Fred Chao
2011 Hung Y-C, Yeung CWM, 'Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size', International Journal of Research in Marketing, 28 102-108 (2011) [C1]
DOI 10.1016/j.ijresmar.2011.02.003
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Grants and Funding

Summary

Number of grants 1
Total funding $4,988

Click on a grant title below to expand the full details for that specific grant.


20131 grants / $4,988

The relationship between consumers' goal sharing and their goal pursuit$4,988

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Doctor Yu Chen Hung
Scheme New Staff Grant
Role Lead
Funding Start 2013
Funding Finish 2013
GNo G1300949
Type Of Funding Internal
Category INTE
UON Y
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Research Supervision

Number of supervisions

Completed0
Current1

Total current UON EFTSL

PhD0.3

Current Supervision

Commenced Level of Study Research Title / Program / Supervisor Type
2016 PhD Interpreting Value in the Virtual Customer Experience in a Branded Social Media Environment and Assessing its Influence on Customer Engagement and Brand Performance
PhD (Management), Faculty of Business and Law, The University of Newcastle
Co-Supervisor
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Dr Yu Chen Hung

Positions

Lecturer
Newcastle Business School
Faculty of Business and Law

Casual Academic
Newcastle Business School
Faculty of Business and Law

Contact Details

Email yuchen.hung@newcastle.edu.au
Phone (02) 4921 2080
Fax (02) 4921 6911

Office

Room 110
Building SRS
Location Collaghan

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