| Education |
- Ph.D. in Business Administration, National Chiayi University
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| Experience |
- Assistant Professor, Department of Distribution Management, National Taichung University of Science and Technology.
- Senior executive in distribution-related enterprises for 29 years.
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| Books |
- Shieh, Chih-Hui (2020), Store Planning and Management: Complete Edition, Wu-Nan Book Publishing Co., 574 pages, 1st edition, 5th printing.
- Shieh, Chih-Hui (2021), Store Planning and Management: Essential Edition, Wu-Nan Book Publishing Co., 388 pages, 1st edition, 9th printing.
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| Certifications |
- Level B Technician for Store Service: Certificate No. 181-001036, Council of Labor Affairs, Executive Yuan, R.O.C.
- International Barcode Management Technician: Taiwan Commodity Barcode Association, Certificate No. 11062501013.
- Entrepreneurship Consultant: Council of Labor Affairs, Executive Yuan, Lao-Fu-1 No. 1000135472.
- Industry Analyst: Certificate No. (98)10136, Taiwan Asia-Pacific Industrial Analysis Association.
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| Teaching Awards |
- Awarded the 2024 Flexible Salary for Outstanding Talent – Excellent Teaching Award.
- Awarded the 2023 Flexible Salary for Outstanding Talent – Distinguished Teaching Award.
- Awarded the 2022 Flexible Salary for Outstanding Talent – Distinguished Teaching Award.
- Awarded the 2021 Flexible Salary for Outstanding Talent – Distinguished Teaching Award.
- Awarded the 2021 Flexible Salary for Outstanding Talent – Excellent Academic Research Award.
- Awarded the 2020 Outstanding Talent – Distinguished Teaching Award.
- Awarded the 2019 Outstanding Talent – Excellent Teaching Award.
- Awarded the 2018 Outstanding Talent – Distinguished Teaching Award.
- Awarded the 2021(2) PBL Problem-Based Learning Course – Excellent Award.
- Awarded the 2022(1) Innovative Teaching Methods – Honorable Mention.
- Awarded the 2021(2) PBL Problem-Based Learning Course – Excellent Award.
- Awarded the 2021(1) PBL Problem-Based Learning Course – Distinguished Award.
- Awarded the 2020(2) Innovative Teaching Methods – Outstanding Award.
- Awarded the 2020(1) PBL Problem-Based Learning Course – Excellent Award.
- Awarded the 2020 Faculty Professional Community Program – Excellent Award.
- Awarded the 2019(1) Innovative Teaching Methods – Excellent Award.
- Awarded the 2018(2) PBL Problem-Based Learning Course – Distinguished Award.
- Recognized as an Excellent Teacher in the 2018 Academic Year Teaching Evaluation Feedback.
- Recognized as an Excellent Teacher in the 2017 Academic Year Teaching Evaluation Feedback.
- Recognized as an Excellent Teacher in the 2016 Academic Year Teaching Evaluation Feedback.
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| Student Awards Under Supervision |
- Supervised student Ho, Jo-Ling, who won the 2024 Top Thesis Award (Gold Medal), Marketing Group, Chong-Yue Thesis Award, Taiwan Academy of Management.
- Supervised student Chen, Ching-Ching, who won the 2022 Top Thesis Award (Gold Medal), Distribution Group, Chong-Yue Thesis Award, Taiwan Academy of Management.
- Supervised student Ruan, Li-Chun, who won the 2021 Top Thesis Award (Gold Medal), Distribution Group, Chong-Yue Thesis Award, Taiwan Academy of Management.
- Supervised student Lin, Hsiang-Lan, who won the 2020 Excellent Thesis Award (Silver Medal), Marketing Group, Chong-Yue Thesis Award, Taiwan Academy of Management.
- Supervised student Lin, Kai-Wen, who won the 2015 Excellent Thesis Award, Marketing Group, Chong-Yue Thesis Award, Taiwan Academy of Management.
- Supervised student Ho, Jo-Ling, who won the 2024 Excellent Award (Silver Medal), Marketing Group, Fubon Thesis Competition, Chinese Management Association.
- Supervised student Ruan, Li-Chun, who won the 2021 Honorable Mention, Marketing Group, Fubon Thesis Competition, Chinese Management Association.
- Supervised student Tung, Yi-Ching, who won the 2020 Honorable Mention, Marketing Group, Fubon Thesis Competition, Chinese Management Association.
- Supervised student Lin, Hsiang-Lan, who won the 2020 Honorable Mention, Marketing Group, Fubon Thesis Competition, Chinese Management Association.
- Supervised student Chou, Chun-Ling, who won the 2022 MOST Undergraduate Research Innovation Award.
- Supervised student Yang, Yen-Ju, who won the 2016 MOST Undergraduate Research Innovation Award.
- Supervised student Chen, Yung-Chih, who received the 2023 NSTC Undergraduate Research Project.
- Supervised student Chang, Chen-Hsiang, who received the 2022 MOST Undergraduate Research Project.
- Supervised student Chou, Chun-Ling, who received the 2021 MOST Undergraduate Research Project.
- Supervised student Peng, Yun-Chu, who received the 2020 MOST Undergraduate Research Project.
- Supervised student Chen, Yu-Ping, who received the 2020 MOST Undergraduate Research Project.
- Supervised student Yu, Chiao-Chen, who received the 2019 MOST Undergraduate Research Project.
- Supervised student Yang, Yen-Ju, who received the 2016 MOST Undergraduate Research Project.
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| MOE Teaching Practice Research Projects |
- Shieh, Chih-Hui (2024), Applying a 5G Head-Mounted XR Smart Classroom to Solve Problems in On-Site Store Observation and Measurement, Project No.: PBM1133893. (Principal Investigator)
- Shieh, Chih-Hui (2023), The Influence of Teaching Interaction Level on Learning Concentration under the O2O World Café Discussion-Based Teaching Model, PBM1120159. (Principal Investigator)
- Shieh, Chih-Hui (2022), Introducing the O2O World Café Discussion-Based Teaching Model to Improve Learning Satisfaction, PBM1110154, MOE Outstanding Project. (Principal Investigator)
- Shieh, Chih-Hui (2021), Subjective and Objective Inquiry-Based Learning: The Effect of Case Study Methods on Problem-Solving Ability, PBM1100862, MOE Outstanding Project. (Principal Investigator)
- Shieh, Chih-Hui (2020), Bridging the Gap between Teaching Practice and Research: Applying the ERs Model to Improve Business Students’ Store Planning and Design Capabilities, PBM1090416. (Principal Investigator)
- Shieh, Chih-Hui (2019), Connecting Courses through Practical Teaching and Hands-On Training to Enhance Students’ Problem-Solving Learning Outcomes: The Mediating Effect of Learning Psychological Simulation, PBM1080182. (Principal Investigator)
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| NSTC / MOST Research Projects |
- Shieh, Chih-Hui (2024), The Influence of Digital Advertising on In-Store Endcap Displays on Purchase Intention and Product Information Satisfaction: The Moderated Mediation Effects of Product Familiarity and Advertising Appeal, NSTC: NSTC 113-2410-H-992-032. (Principal Investigator)
- Shieh, Chih-Hui (2023), The Moderating Effect of Digital Advertising on the Influence of Mobile Phone Visual Range on Impulsive Purchase Intention, NSTC 112-2410-H-992-021. (Principal Investigator)
- Shieh, Chih-Hui (2022), The Impact of COVID-19 Pandemic Threat on Retail Therapy: The Mediating Effect of Psychological Fear, MOST 111-2410-H-992-008. (Principal Investigator)
- Shieh, Chih-Hui (2020), How to Apply Location-Based Mobile Advertising Recommendations to Enhance Purchase Intention, MOST Project No.: MOST 109-2410-H-992-016. (Principal Investigator)
- Ling, I-Ling and Shieh, Chih-Hui (2020), From Precision Medicine to Precision Customer Service: The Effects of Task Complexity and Problem-Solving Ability on AI Customer Service Experience, MOST Project No.: MOST 109-2410-H-415-017. (Co-Principal Investigator)
- Shieh, Chih-Hui (2016), A Study on Applying QR Code Technology to Trace Organic Food Records, MOST Project No.: MOST 105-2410-H-327-027. (Principal Investigator)
- Shieh, Chih-Hui (2015), A Study on the Application of Location-Based Technology in Mobile Marketing for the Food and Beverage Industry, MOST Project No.: MOST 104-2410-H327-028. (Principal Investigator)
- Shieh, Chih-Hui (2012), The Effects of Sensory Cues on Consumer Product Evaluation, NSC Project No.: NSC 101-2410-H-327 -042. (Principal Investigator)
- Ling, I-Ling and Shieh, Chih-Hui (2011, three-year project), If There Is Tomorrow? The Effects of Mortality Salience on Consumer Behavior, NSC Project No.: NSC 100-2410-H-415 -004 -MY3. (Co-Principal Investigator)
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| Journal Papers (Peer-reviewed) |
- Shieh, Chih-Hui, I-Ling Ling, Yenming J. Chen and Yi-Fen Liu* (2025) Effect of Location-Based Advertising Filtering Mechanism in Smart Service, Journal of Retailing and Consumer Services, Vol.82, 104113【SSCI, JIF = 11.0, Q1 in Business, ABDC A ranking】. Research outcome of NSTC project MOST109-2410-H-992-016 -.
- Shieh, Chih-Hui, I-Ling Ling, and Yi-Fen Liu* (2024), The role of privacy-related factors in consumerperceptions of smart advertising, Journal of Service Theory and Practice 【SSCI, JIF = 4.6, Q2 in Business, ABDC A ranking】. Research outcome of MOST project MOST 104-2410-H-327-028.
- Yingzi Xu, Chih-Hui Shieh, Patrick van Esch, and I-Ling Ling＊(2020), AI Customer Service: TaskComplexity, Problem-solving Ability, and Usage Intention, Australasian Marketing Journal, Vol. 28,N0. 4, pp. 189-199. 【ESCI, JIF = 6.0, Q2 in Business, ABDC A ranking】
- I-Ling Ling, Yi-Fen Liu*, Chien-Wei Lin and Chih-Hui Shieh (2020), Exploring IKEA effect in selfexpressive mass customization:Underlying mechanism and boundary conditions, Journal of ConsumerMarketing, Vol. 37, No. 4, pp. 365-374. 【ESCI, JIF = 2.8, Q2 in Business, ABDC A ranking】
- Chih-Hui Shieh, Yingzi Xu, and I-Ling Ling＊(2019), How location-based advertising elicits in-storepurchase, Journal of Services Marketing, Vol. 33 No. 4, pp. 380-395. 【SSCI, JIF = 3.9, Q2 in Business,ABDC A ranking】. Research outcome of MOST project MOST 104-2410-H-327-028.
- Chih-Hui Shieh＊, I-Heng Hsieh (2016), The Effects of Location-based Mobile Marketing between Pushand Pull on Usage Intentions, Journal of Advances in Information Technology, 7(2): 134-139. 【ESCI,JIF = 1.0】
- I-Ling Ling, Chih-Hui Shieh*, and Jun-Fang Liao (2012), The Higher the Price the Better the Result?The Placebo-Like Effects of Price and Brand on Consumer Judgments, Theoretical Economics Letters,2(3): 264-269. (EconLit; ABDC/B)
- Shieh, Chih-Hui＊ (2022), “The Effect of Health Efficacy Certification on Purchase Intention: The Mediating Effect of Moral Emotional Evaluation,” Sun Yat-sen Management Review (TSSCI), Vol. 30, No. 3, pp. 469-513.
- Ling, I-Ling, Shieh, Chih-Hui＊, and Chou, Kai-Neng (2019), “The Effect of Window-Closing Action on Consumer Regret and Choice Satisfaction,” Sun Yat-sen Management Review (TSSCI), Vol. 27, No. 2, pp. 419-450.
- Shieh, Chih-Hui＊ (2016), “A Study on the Sensory Mental Simulation Process of Product Evaluation,” Sun Yat-sen Management Review (TSSCI), Vol. 24, No. 1, pp. 115-151. Research outcome of NSC project 101-2410-H-327-042.
- Shieh, Chih-Hui and Ling, I-Ling (2014), “The Influence of Life Perspective under Mortality Threat on Hedonic and Utilitarian Consumption,” NTU Management Review (TSSCI), 25(1):157-184. Research outcome of NSC project 00-2410-H-415-004-MY3.
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| Conference Papers (Peer-reviewed) |
- Chih-Hui Shieh (2024), The Effects of Gameful Rewards and Retail Therapy in Consumers’ Purchase Intentions, The 30th INTERNATIONAL CONFERENCE Recent Advances in Retailing and Consumer Services Science, Fuerteventura, Spain, 27/06/2024 - 30 /06/2024 (NSTC grant: MOST-113-2914-I992-001-A1)
- Chih-Hui Shieh, Shu-Wei Wu, Jo-Ling Ho*(2023), Location-Based Advertising Filtering Mechanism Effects Behavioral Intention, ANZMAC Conference 2023. Australia and New Zealand Marketing Academy, University of Otago, New Zealand, 4-6 December 2023 (NSTC grant: MOST-112-2914-I992-007 -A1)
- Chih-Hui Shieh, Chieh-Li Lee*, I-Ling Ling (2020), Who Matters: The Effectiveness of LocationBased Mobile Marketing on Mobile Segmentation, 2020 AMA Summer Academic Conference (virtual conference), 18 - 20 August 2020. American Marketing Association (MOST project: MOST-109-2922-I992-006)
- Chih-Hui Shieh, Chieh-Li Lee*, Yi-Shi Lin (2019), The moderate effects of name of meal on the menu form and customers' decision-making quality, 10th International Research Symposium in Service Management Dubai (IRSSM-10), Dubai, United Arab Emirates, October 06-09.
- I-Ling Ling, Chih-Hui Shieh (2019), Who Matters: The Effectiveness of Location-Based Mobile Marketing on Usage Intention, 26th International Conference on Recent Advances in Retailing And Services Science (RARCS), Tallin, Estonian, July 08-11.
- Chih-Hui Shieh＊, Ling-Yan Yan (2017), The Impact of Organic Rice Traceability Information and Quick Response Code-Directed Media Form on Purchase Intention in Taiwan, Second International Conference on Advances in Human Nutrition, Food Science & Technology 2017 Toronto, Canada, July 08-09. (MOST project: MOST 105-2410-H-327-027)
- Chih-Hui Shieh＊, I-Heng Hsieh (2016), The Effects of Location-based Mobile Marketing between Push and Pull on Usage Intentions, 2016 4th International Conference on Innovation and Information Management, Brisbane, Australia, January 18-19. (MOST project: MOST 104-2410-H-327-028)
- Shieh, Chih-Hui＊, I-Ling Ling, Yung-Chuan Huang (2014), The Effect of Sensory Cues and Need for Tactile on Product Evaluation. The 19th Asia-Pacific Decision Sciences Institute Conference, Yokohama, Japan, July 18-22. (MOST grant: 103-2914-I-327 -002 -A1)
- Yung-Chuan Huang, I-Ling Ling, Chih-Hui Shieh ＊ (2014), The Impact of Purchase type on Happiness and Sharing: The Moderating Role of Materialism. The 19th Asia-Pacific Decision Sciences Institute Conference, Yokohama, Japan, July 18-22.
- I-Ling Ling, Chih-Hui Shieh＊, (2013), The Effect of Mortality Salience on Hedonic Consumption And Utilitarian Consumption, The Academy of Marketing Science 16th Biennial World Marketing Congress, Melbourne, Australia, July 17-20.
- Shieh, Chih-Hui＊, I-Ling Ling, Po-Cheng Chen (2013), The Effect of Sensory Cues and Cognitive load on Willingness to Pay. 2013 International DSI and Asia Pacific DSI conference, Bali, Indonesia, July 10-13. (NSC grant: 101-2410-H-327-042)
- I-Ling Ling, Shieh,Chih-Hui＊ (2013), The Role of Attachment to Self-designed Product: The Mediator of Involvement in Shaping Evaluation. 2013 International DSI and Asia Pacific DSI conference, July 10-13, 2013 Bali, Indonesia.
- I-Ling Ling, Jun-Fang Liao, Chih-Hui Shieh＊, (2012), The Higher the Price the Better the Result? The Placebo-Like Effects of Price and Brand on Consumer Judgment, 2012 Asia Pacific Association for Consumer Research Conference, Queenstown, New Zealand, July 6-8. (NSC grant: 101-2914-I-025-003-A1)
- Ling, I-Ling, Chih-Hui Shieh＊, and F. J. Kuo, (2012), The Effects of Reference Price and Aesthetic Preference on the Price of Willingness-to-Sell for Self-designed Products, Western Decision Sciences Institute, 41st Annual Meeting, Hawaii, U.S.A. April 3-6.
- Chih-Hui Shieh＊, I-Ling Ling, (2010), The Effects of Music and Queuing Information on Perception of Download Waiting Time, Northeast Decision Sciences Institute 2010 Annual Conference, Washington, D.C., U.S.A. March 26-28. (NSC grant: 99-2922-I-415-007)
- I-Ling Ling, Chih-Hui Shieh＊, & Wan-Ying Lin (2009), Because of you? An Empirical Study of Sabotage Behavior by Frontline Personnel, 2009 INFORMS International Conference on Service Science (ICSS2009), Hong Kong. August 6-8. (NSC grant: 98-2922-I-415-002)
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