• 高雄科技大學國際企業系 教授
• 高雄科技大學國際企業系 副教授
• 高雄應用科技大學國際企業系 副教授
• 高雄應用科技大學國際企業系 助理教授
• 美國伊利諾大學香檳校區 訪問學者

• 國立成功大學 國際企業博士
• 國立成功大學 交通管理科學系碩士
• 國立成功大學 交通管理科學系學士

• 企業研究方法
• 行銷研究
• 國際行銷
• 國際品牌行銷
• 行銷管理
• 消費者行為

• 消費者行為、實驗設計、廣告效果、食物消費

1. Journal papers：

• Lee, Hsiao-Ching, Chun-Tuan Chang*, Jia-Ling Lee, Chia-Han Chang, and Yu-Kang Lee (2023/12 accepted), “Crying Victims Deserve More? How Victim Image, Facial Expression, Entitativity and Victim Story Impact Charity Advertising Persuasiveness, ” International Journal of Advertising,【SSCI, IF=6.7; ABDC: A】
• Chang, Chun-Tuan, Hsiao-Ching Lee*, Yu-Kang Lee, and Tsung-Pin Wang (2023), “‘I Doubt It Works!’ The Negative Impacts of Anthropomorphizing Healthcare Products,” Journal of Business Research, 164, 114008.【SSCI, IF=10.969; ABDC: A】
• Chang, Chun-Tuan, Hsiao-Ching Lee*, and Yu-Kang Lee (2022), “Are Consumers Moved by a Crying Tree or a Smiling Forest? Effects of Anthropomorphic Valence And Cause Acuteness in Green Advertising,” Journal of Advertising Research, 62(4), 367-384. 【SSCI, IF=3.031; ABDC: A】
• Chang, Chun-Tuan, Hsiao-Ching Lee*, Yu-Kang Lee, and Hui-Wen Chang (2021), “How to Use a Spokesperson’s Smile Effectively: Smile Intensity, Consumer Self-Construal, And Brand Relationship Determine Ad Effectiveness,” Journal of Advertising Research, 61 (4), 436-455. 【SSCI, IF=2.169; ABDC: A】
• Shu-Fang Liu*, Hsiao-Ching Lee, and Nai-Hwa Lien (2021), “Do Fast Fashion Consumers Prefer Foreign Brands? The Moderating Roles of Sensory Perception and Consumer Personality on Purchase Intentions,” Asia Pacific Management Review, 26(2), 103-111. 【TSSCI; ABDC: C】
• Lee, Hsiao-Ching, Chun-Tuan Chang*, Yu-Hsuan Chen, and Yu-Shian Huang (2018), “The Spell of Cuteness in Food Consumption? It Depends on Food Type and Consumption Motivation," Food Quality and Preference, 65, 110-117. 【SCI, IF=4.842; ABDC: A】
• Lee, Hsiao-Ching, Chun-Tuan Chang*, Zhao-Hong Cheng, and Yen-Ting Chen (2018), “Will an Organic Label Always Increase Food Consumption? It Depends on Food Type and Consumer Differences in Health Locus of Control,” Food Quality and Preference, 63, 88-96. 【SCI, IF=4.842; ABDC: A】
• Lee, Hsiao-Ching*, Shu-Fang Liu, and Ya-Chung Cheng (2018), “Positive Or Negative? The Influence of Message Framing, Regulatory Focus, and Product Type,” International Journal of Communication, 12, 788-805.【SSCI, IF=1.194】
• Chen, WeiWei*, and Hsiao-Ching Lee (2018), “How to explain service failure? Impacts of justifications,” Service Business, 12(2), 331-356. 【SSCI, IF=2.169; ABDC:B】
• Wang, Chung-Yu*, Hsiao-Ching Lee, Li-Wei Wu, and Chih-Chung Liu (2017), “Quality dimensions in online communities influence purchase intentions,” Management Decision, 55 (9), 1984-1998. 【SSCI, IF=2.723; ABDC:B】
• Chung-Yu Wang*, Hsiao-Ching Lee, and Li-Wei Wu (2015), “Co-Production and the Roles of Dependence and Service Importance,” Asia Pacific Management Review, 20(3), 148-155. 【TSSCI; ABDC: C】
• Lee, Hsiao-Ching*, WeiWei Chen, and Chih-WeiWang (2015), “The Role of Visual Art in Enhancing Perceived Prestige of Luxury Brands,” Marketing Letters, 26(4), 593-606. 【SSCI, IF=1.059; ABDC: A】
• Lee, Hsiao-Ching*, Chung-Yu Wang and Ruei-Sia Hong (2013), “The Factors Influencing Adolescents’ Purchase Intentions of State-of-the-art Cell Phones in Taiwan,” Service Business, 7(4), 713-734. 【SSCI, IF=0.826; ABDC: B】
• Lee, Hsiao-Ching*, DungChun Tsai, and Ming-De Wu (2011), “The Dilemma of Mixed Bundles: The Effects of Price, Brand, and Content Preference on Music CD Bundle Choices,” Journal of Retailing and Consumer Services, 18 (5), 455-462.
• Tsai, Dungchun* and Hsiao-Ching Lee (2009), "Demographics, Psychographics, Price Searching and Recall in Retail Shopping," The Service Industries Journal, 29(9), 1243-1259. 【SSCI】
• Tsai, Dungchun and Hsiao-Ching Lee (2007), "Will You Care When You Pay More? The Negative Side of Targeted Promotions,” Journal of Product and Brand Management, 16(7), 481-491. 【ABI】
• Chiang, Min-Hsien, Rung-Ho Lai and Hsiao-Ching Lee (2004), “The Mechanism of Stock Market Integration: Evidence for the Taiwan and U.S. Stock Markets,” American Journal of Applied Sciences, 1(1), 1-4.
• 李曉青、尤俊明、林信宏 (2018)， “贈品屬性之幸福感的探討－以性別特質與產品互補性為干擾變數”， 亞太經濟管理評論，21(2)，21-50。
• 李曉青、陳雅萍、鄭雅純 (2016)， “網路口碑對訂房意願的影響及其干擾效果之探討”，亞太經濟管理評論，19(2)，25-48。
• 陳薇薇、李曉青 (2015)， “限量促銷後之銷促對知覺促銷公平和品牌態度之影響”，亞太經濟管理評論，18(2)，65-86。
• 李曉青*、趙慧芳、陳彥亭(2013)，“健康概念宣稱對消費者購買行為之影響”， 亞太經濟管理評論，16 (2)，1-26。
• 李曉青、李仁耀*、周柔彣 (2012)，“質量分岐及口碑推薦對團購產品廣告效果的影響”，經濟管理，34(Z1)，194-197。(CSSCI)
• 李曉青、李仁耀*、陳襄君 (2012)， “探討影響消費者發起團購行為之因素研究：以UTAUT模式為基礎”， 亞太經濟管理評論，15 (2)，39-54。
• 李曉青*、周凱傑 (2011)，“ 關係傾向、轉換成本和產品類別對顧客保留意願的影響” ， 高應科大學報，40， 223-241。
• 蔡東峻和李曉青 (2005)，“價格折扣、品牌形象和產品種類對消費者知覺品質和知覺風險的影響,”中山管理評論， 13 (1), 145-178. (TSSCI)

2. International Conference papers

• Chang, Chun-Tuan, Hsiao-Ching Lee*, Chao-Min Chiu, Chiung-Hui Huang, and Chih-Ting Huang (2024),“‘You’ are Watching at Me: Impacts of Service Anthropomorphism and Self-Construal on Consumer Self-Regulation,” presented at 2024 Winter American Marketing Association Conference (AMA), St. Pete's Beach, Florida, USA (Feb 20-25, 2024). 【管二學門推薦國際研討會】
• Chun-Tuan Chang, Zhao-Hong Cheng, Hsiao-Ching Lee, Chia-Han Chang*, Shih-Yu Ting, Sam Lee (Le Ngoc Bich Thuy), and Shin-Yi Su. (2024),“More Employee Endorsers, More Persuasive? Cue of Employee Endorser Quantity, Smile Intensity and Photo Style Affect Service Advertising Persuasion” presented at 2024 Winter American Marketing Association Conference (AMA), St. Pete's Beach, Florida, USA (Feb 20-25, 2024). 【管二學門推薦國際研討會】
• Chun-Tuan Chang, Hsiao-Ching Lee, Szu-Ling Chen, Chia-Han Chang*, Yu-Kang Lee, and Wing Yu Ho (2024),“Some Sweets Keep Diseases Away? Disease Cues Enhance Consumption of Sweets,” presented at 2024 Winter American Marketing Association Conference (AMA), St. Pete's Beach, Florida, USA (Feb 20-25, 2024). 【管二學門推薦國際研討會】
• Lee, Hsiao-Ching*, Chun-Tuan Chang, Chia-Han Chang, Bo-Yun Jian, and Chan-Shen Chi (2022), “When I Feel How a Turtle Feels: Switching Perspectives Enhances Consumer Ethical Behavior,” Competitive Paper Session, paper presented at 2022 Association for Consumer Research Conference (ACR), Denver, Colorado, USA (October 20-23, 2022)【管二學門推薦國際研討會】
• Lee, Hsiao-Ching, Chun-Tuan Chang, Chia-Han Chang*, and Jia-Ling Li (2021), “A Group of Crying Victims Deserve More Money? Effects of Victim Image, Facial Expression and Victim Identifiability in Charity Advertising,” presented at 2021 Association for Consumer Research North American Conference (ACR), 2nd Virtual Conference. 2021/10/28-30【管二學門推薦國際研討會】
• Lee, Hsiao-Ching and Bo-Yun Jian (2021), “Is the Exchange of Standpoint Effective? The Influence of Visual Perspective on Consumer Prosocial Behavior,” presented at International Workshop (7/3, Sat, 10AM) Osaka, Sapporo, Tokyo. 台日國際企業與管理學術研討會
• Lee, Hsiao-Ching and Shu-Lin Fu* (2021), “The Influence of Advertising Message Framing and Advertising Copy on Donation Behavior-Issue Acuteness as a Moderator,” presented at International Workshop (7/3, Sat, 10AM) Osaka, Sapporo, Tokyo. 台日國際企業與管理學術研討會
• Chang, Chun-Tuan, Hsiao-Ching Lee*, Yi-Jing Chen, and Chia-Han Chang (2020), “Give a “Hand”! How Giver/Receiver Hand Image Affects Consumer Charitable Behavior,” presented at 2020 Association for Consumer Research North American Conference (ACR), 1st Virtual Conference. 【管二學門推薦國際研討會】
• Lee, Hsiao-Ching, Reno Fithrimeuthia*, and Yu-Hsuan Chen (2019), “How Humor Type and Visual Imagery Influence the Purchase Intentions,” presented at International Conference on Humanities, Social Science, and Business Management, Taipei, Taiwan. 2019/01/26-27.
• Lee, Hsiao-Ching*, Jiunn-Ming Yu, and Meng-Shan Tsai (2019), “What Makes Brand Story Work? How Positive Emotion Mediates the Relationship between Brand Story and Impulsive Purchase Intentions,” presented at Annual Symposium on Management and Social Sciences (ASMSS 2019), Hokkaido, Japan. 2019/07/16-18
• Chang, Chun-Tuan, Hsiao-Ching Lee*, Yu-Kang Lee, Tsung-Pin Wang, and You Lin (2019),“When ‘Human-like’ Becomes ‘Humans Don't Like It’: The Impact of Regulatory Focus and Health Locus of Control on Evaluations of Anthropomorphized Healthcare Products,” presented at 2019 Winter American Marketing Association Conference (AMA), Austin, U.S.A. 【管二學門推薦國際研討會】
• Lee, Hsiao-Ching*, Chun-Tuan Chang, Yu-Kang Lee, Hui-Wen Chang, and Guei-hua Huang (2018), “‘Million Dollar Smile?’ Advertising Effects of a Model’s Smile Intensity Depend on Relationship Norm and Consumer Self-Construal,” Competitive Paper Session, paper presented at 2018 Association for Consumer Research North American Conference (ACR), Dallas, U.S.A. 【管二學門推薦國際研討會】
• Lee, Hsiao-Ching, Cheng, Zhao-Hong, Chen, Yen-Ting, and Chang, Chun‐Tuan (2017), "Does the Organic Label Increase Consumption? How Food Type and Health Locus of Control Turn the Label into a Double-Edged Sword," 2017 Association for Consumer Research (ACR) North America Conference, Oct. 2017, San Diego, California. 【管二學門推薦國際研討會】
• Lee, Hsiao-Ching, Chun-Tuan Chang, Yu-Shian Huang, and Yu-Hsuan Chen (2017),“Eat Me, Eat Me Not: Cute Food and the Consumer Disposition,” 2017 Winter AMA Conference (American Marketing Association Conference)，February 17-19, Orlando, FL. 【管二學門推薦國際研討會】
• Hsiao-Ching Lee* and DungChun Tsai (2014), “How do the reference-other’s prices influence perceived price unfairness? The moderating roles of self-previous prices, relationship strength and discount complexity,” Global Entrepreneurship and Innovation in Management Conference in partnership with Journal of Business Research special issue, at National Chung Hsing University, Taichung, Taiwan, May 14~15, 2014.
• Chen, WeiWei* and Hsiao-Ching Lee (2013), “The Negative Impact of Restrictive Sales Promotion (RSP) on Brand Attitudes from The Perspective of Perceived Promotion Unfairness,” International Symposium on Marketing, Logistics, and Business (MLB 2013) at ANA Crowne Plaza Hotel Grand Court Nagoya, Japan, 24~26 September 2013.
• Tsai, Dungchun* and Hsiao-Ching Lee (2007), “Who Cares More? Consumers' Perceived Unfairness of Targeted Promotions,” paper presented at European Conference of the Association for Consumer Research in Milan, Italy, July 11-14.
• Tsai, Dungchun*, Hsiao-Ching Lee, Wei-wei Chen, and Han-Chia Chuang (2007), “How Do You React When You Know That You Miss the Price Promotion after Purchasing: The Impacts of Purchasing Timing and Attribution on Perceived Price Unfairness, Negative Emotions and Behavioral Reactions,” paper presented at European Conference of the Association for Consumer Research in Milan, Italy, July 11-14.
• Tsai, Dungchun* and Hsiao-Ching Lee (2003), “Red or Green? Price, Product Content and Brand as Determinants of Bundle Purchase,” paper presented in the European Conference ACR 2003, Dublin.
• Tsai, Dungchun* and Hsiao-Ching Lee (2002), “The Effects of Price Framing, Brand Reputation and Product Content on Bundling Purchase” Proceedings of the Eighth Asia Pacific Management Conference-Indigenizing Globalization Strategy in the 21st Century: Hong Kong, Vol. 2, pp. 660-675。
• Tsai, Dungchun* and Hsiao-Ching Lee (2000), “Effects of Price Discount, Brand Image and Product Category on Perceived Quality and Perceived Risk,” 2th Asia Pacific Management Conference, May, Tainan, Taiwan.

1. 榮獲119年國立高雄科技大學特殊優秀研究人才彈性薪資（學術類）C級獎勵

2. 擔任國內外學術期刊及論文研討會審查委員:

• 2014/12    第八屆海峽兩岸企業管理學術研討會 審查委員
• 2014-2018  亞太經濟管理評論 審查委員
• 2015/2     交大管理學報 審查委員
• 2015/7     Asia Pacific Management Review (TSSCI) 審查委員
• 2016/5     東海管理評論 審查委員
• 2016/6     Marketing Letters (SSCI) 審查委員
• 2016-2020  科技部大學生專題 評審委員
• 2017/7     企業管理學報 審查委員
• 2017/10    Service Business (SSCI) 審查委員
• 2017-2020  Journal of Product and Brand Management(SSCI) 審查委員
• 2017-2020  Association for Consumer Research (ACR) North America Conference 審查委員
• 2018/10    永續消費者研討會 審查委員
• 2019/1     行銷評論 審查委員
• 2019/9     Society of Consumer Psychology (SCP) Conference (main conference) 審查委員
• 2020/2     送審講師升等 外審委員
• 2020/4     Business Ethics Quality (SSCI) 審查委員

• 2020年擔任「2020國際企業與全球經貿學術研討會」會議主持人。
• 2019年擔任「2019國際企業與全球經貿學術研討會」會議主持人。
• 2018年10月擔任「永續消費者研討會」會議主持人。
• 2015年5月擔任「2015TIIBS第四屆商學與管理學術研討會」之評論人。
• 2014年12月擔任「第八屆海峽兩岸企業管理學術研討會」之評論人。

1. 主持人

• 李曉青 (2023)，動物擬人化廣告如何影響廣說服效果。(NSTC 112-2410-H-992-024-)
• 李曉青 (2021-2022)，可愛甜心！探討可愛刺激對甜食消費影響之整合研究。(MOST 110-2410-H-992-MY2)
• 李曉青 (2019)，故事型或資訊型訊息？訊息類型、獨特性需求和產品類型對產品評價之影響。(MOST 108-2410-H-992-043 -)
• 李曉青 (2018)，很奇怪，但我喜歡! 產品設計與訴求一致性和擬人化對消費者注意力、產品態度和購買意願之影響。(MOST 107-2410-H-992-012 –)
• 李曉青 (2017)，不同可愛造型之促發效果對口味知覺和食物慾望之影響。(MOST 106-2410-H-151-005 -)。
• 李曉青 (2016)，知覺健康性與知覺有效性在綠色產品消費所扮演的角色。(MOST 105-2410-H-151-004 -)。
• 李曉青(2015)，可愛造形對消費者選擇與食用量之影響。(MOST 104-2410-H-151-007 -)。
• 李曉青 (2014)，廣告訊息框架和消費者調節焦點之廣告效果整合研究。(NSC 102-2410-H-151 -010 -MY2)。
• 李曉青、陳薇薇 (2013)，廣告訊息框架和消費者調節焦點之廣告效果整合研究。(NSC 102-2410-H-151 -010 -MY2)
• 陳薇薇、李曉青 (2013)，組合定價中，搭售產品的價格與限量程度對消費者知覺價值的影響-從知覺價格不公平的角度探討。(NSC102-2410-H-168-002-)
• 李曉青、陳薇薇 (2012)，故事行銷對情緒與衝動性購買意圖之影響。(NSC 101-2410-H-151 -006 -)
• 陳薇薇、李曉青 (2012)，合理化解釋在服務失誤後的補救角色之探討。(NSC101-2410-H-168-005-SSS)

2. 共同主持人

• 陳薇薇、李曉青(2019)，社區產品品質、美學與真實性對地方品牌形象和購買意願的影響 。(MOST 108-2635-H-168 -001 -)
• 陳薇薇、李曉青(2014)，仙丹或毒藥？探討「好品牌」對服務失誤與補救的影響(NSC 103-2410-H-168-004-)。
• 高雄應用科技大學校內研究計畫
• 張瑞芳、邱魏頌正、李仁耀與李曉青 (2010)，ECFA服務貿易協議對台灣的經濟影響評估-政治經濟的視野。
• 王天津、邱魏頌正、李曉青與李仁耀 (2010)，東協加三與兩岸經濟整合下高雄地區產業調整之研究。(KUAS-99-VB整-001)
• 李曉青 (2009)，關係傾向、轉換成本和產品類別對顧客保留意願的影響。(KUAS-98-VB -003)

• 李曉青、張瑞芳、李仁耀(2017)，「跨境電商與物流學程」學程計劃，勞動部勞動力發展署。
• 李曉青、張瑞芳、李仁耀(2016)，「國際企業運籌與跨境電商」學程計劃，勞動部勞動力發展署。
• 李仁耀、張瑞芳、李曉青(2015)，「國際企業經營與運籌學程」學程計劃，勞動部勞動力發展署。
• 張瑞芳、李仁耀、李曉青(2014)，「國際物流專業人才培訓學程」學程計劃，勞動部勞動力發展署。