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• 國立中山大學企業管理學系 博士
• 國立高雄大學經濟管理研究所 碩士 
• 逢甲大學電子工程學系 學士

• 關係行銷、服務業行銷、AI與顧客行為、網路行銷

校外經歷

• 中華民國民宿協會全國聯合會副秘書長/學術顧問
• 台灣六堆觀光產業發展協會副秘書長
• 東高雄觀光產業聯盟 顧問
• 屏東縣地政士公會顧問
• 服務業創新研發計畫(SIIR)審查委員
• 地方型小型企業創新研發計畫(SBIR)審查委員
• 第27屆台灣精品獎審查委員
• 高雄市商圈行銷與改造計畫評審委員
• 雷震科技產品企劃組組長
• 長榮大學企管系助理教授兼校務研究中心執行秘書

校內經歷

• ​教育推廣與經營管理處副處長
• 教育推廣與經營管理處會展及出版中心主任
• 國際企業系副系主任
• 研究發展處校務發展組組長
• 國際事務處國際學生事務組組長
• 燕巢校區綜合業務處第二組組長

1. Chang, Chun-Tuan, Lee, Hsiao-Ching, Cheng, Zhao-Hong, Lee, Yu-Kang, and Chen, Yi-Jing  (2026), “Lend a “Hand!” Enhancing Charity Advertising Persuasiveness via Donor Donee Hand Position, Hand Gesture, and Advertising Appeal ”, Journal of Advertising, 55 (3), 419-438.【SSCI】

2. Chen, Chien-Hung, Wang, Chih-Yuan, Cheng, Zhao-Hong (2026), “Managing Performance in Digital Health: A Study of Knowledge Integration and Value Creation”, Journal of Health Organization and Management, 1-18.【SSCI】

3. Chen, Chien-Hung, Chen, Chien-Ting, Cheng, Zhao-Hong, and Lee, Jen-Yao (2026), “From Coercion to Commitment: A Process Model on Forging a Committed Core in a Buyer-Supplier Partnership”, Journal of Organizational Change Management, 39 (3), 723-742 .【SSCI】

4. Chen, Chien-Hung, Wang, Chih-Yuan, Cheng, Zhao-Hong (2026), “Beyond the Clinical Gaze: Digital Surveillance, Professional Identity, and the Resistance to Performance Governance in Dental and Academic Professions ”, Sociology of Health & Illness , Accepted.【SSCI】

5. Cheng, Zhao-Hong and Chang, Chia-Han. (2025), “Beyond the Click: Building Brand Bonds Through Online Customer Experience”, Corporate Management Review, 45 (2), 135-189.【TSSCI】

6. Chen, Chien-Hung, Wang, Chih-Yuan, Cheng, Zhao-Hong, and Shieh, Kune-Ping. (2025), “How Do Meta-Organizations Reach Collective Action? A Comparative Study of Digital Transformation in Healthcare”, Asia Pacific Journal of Health Management, 20 (2), 1-9.【ABDC】

7. Huang, Yi-Chun, Shih, Li-Ting, and Cheng, Zhao-Hong (2024), “A Multi-Level Analysis of Individual Green Entrepreneurial Orientation: Evidence from Taiwan’s Environmental Protection Sectors”, Business Strategy and the Environment, 33 (4), 3440-3462. 【SSCI】

8. Chang, Chun-Tuan, Cheng, Zhao-Hong*, Lee, Yu-Kang, and Chang, Chia-Han (2023), “A Close Look at Research on Pursuing the Right Formula for Cause-Related Marketing Advertising Reference”, International Journal of Advertising, 42 (1), 96-108. 【SSCI】

9. Wang, Chia-Nan, Cheng, Zhao-Hong*, Phan, Nguyen Ky Phuc, and Nguyen, Van Thanh (2021), “Scheduling Optimization Modelling: A Case Study of a Woven Label Manufacturing Company,”  Computer Systems Science and Engineering, 38 (2), 239-249.【SCI】

10. Cheng, Zhao‑Hong, Chang, Chun‑Tuan, and Lee, Yu‑Kang (2020), “Linking Hedonic and Utilitarian Shopping Values to Consumer Skepticism and Green Consumption: The Roles of Environmental Involvement and Locus of Control,” Review of Managerial Science, 14, 61-85. 【SSCI】

11. Lee, Yu-Kang, Chang, Chun-Tuan, Cheng, Zhao-Hong, and Lin, You (2018), “How Social Anxiety and Reduced Self-Efficacy Induce Smartphone Addiction in Materialistic People,” Social Science Computer Review, 36 (1), 36-56.【SSCI】

12. Lee, Hsiao-Ching, Chang, Chun‐Tuan, Cheng, Zhao-Hong, and Chen Yen-Ting (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. 【SSCI】

13. Chang, Chun-Tuan, Lee, Yu-Kang, and Cheng, Zhao-Hong* (2017), “Baby Face Wins? Examining Election Success Based on Candidate Election Bulletin Via Multilevel Modeling,” Asian Journal of Social Psychology, 20 (2), 97-112.【SSCI, Best paper of the year】

14. Huang, Min-Hsin, Cheng, Zhao-Hong, and Chen, I-Chun (2017), “The Importance of CSR in Forming Customer-Company Identification and Long Term Loyalty,” Journal of Services Marketing, 31 (1), 63-72. 【SSCI】

15. Lee, Yu-Kang, Chang, Chun-Tuan, Lin, You, and Cheng, Zhao-Hong (2017), “Heads-Down Tribes across Four Asian Countries: Antecedents of Smartphone Addiction,” International Journal of Mobile Communications, 15 (4), 414-436. 【SSCI】

16. Huang, Min-Hsin and Cheng, Zhao-Hong (2016), “A Longitudinal Comparison of Customer Satisfaction and Customer-Company Identification in A Service Context,” Journal of Service Management, 27 (5), 730-750. 【SSCI】

17. Huang, Min-Hsin and Cheng, Zhao-Hong (2016), “Strategies to Enhance Consumers’ Identification with A Service Firm,” Journal of Services Marketing, 30 (4), 449-461. 【SSCI】

18. Lee, Yu-Kang, Chang, Chun-Tuan, Cheng, Zhao-Hong, and Lin, You (2016), “Helpful-Stressful Cycle? Psychological Links between Type of Mobile Phone User and Stress,” Behaviour & Information Technology, 35 (1), 75-86. 【SSCI】

19. Chang, Chun-Tuan and Cheng, Zhao-Hong (2015), “Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing,” Journal of Business Ethics, 127 (2), 337-350. 【SSCI】

20. Lee, Yu-Kang, Chang, Chun-Tuan, Lin, You, and Cheng, Zhao-Hong (2014), “The Dark Side of Smartphone Usage: Psychological Traits, Compulsive Behavior and Technostress,” Computers in Human Behavior, 31C, 373-383. 【SSCI】

21. Huang, Min-Hsin and Cheng, Zhao-Hong (2012), “The Effects of Inter-Role Conflicts on Turnover Intention among Frontline Service Providers: Does Gender Matter?,” Service Industries Journal, 32 (3), 367-381. 【SSCI】

22. 鄭兆宏  (2025)，“社群媒體顧客投入之動態研究 ,” 管理與系統，已接受。【TSSCI】

23. 陳建宏、謝尚廷、王博弘、鄭兆宏、王致遠 (2025)，“從抗拒到賦能：小型醫療機構成功數位轉型之路,” 醫務管理期刊，第25卷，第3期，253-282。

24. 鄭兆宏*、王綺楓、劉月桂 (2024)，“ESG表現會影響消費者的品牌認同感嗎？ESG浪潮下的品牌經營策略,” 埔光，第1卷，第2期，57-68。

25. 鄭兆宏*、吳文豪、梁慧玫、謝采玲 (2022)，“民宿業者在地認同感與顧客在地連結感之研究,” 觀光休閒學報，第28卷，第3期，351-384。【TSSCI】

26. 劉瑀溱、陳少萍、余淑雲、鄭兆宏 (2022)，“共享經濟廣告該強調平台還是供應商好呢？廣告焦點對於廣告效果之影響,” 行銷評論，第19卷，第2期，32-68。

27. 留淑芳、鄭兆宏 (2022)，“給錢還是給關心?經濟不利或文化不利學生就學扶助措施效益分析,” 商管科技季刊，已接受。

28. 鄭兆宏、林鼎勝、林秀娟、郭涵恩 (2022)，“品牌形象對外匯車購買行為影響之研究,” 亞太經濟管理評論 ，已接受。

29. 許瓊文、傅振瑞、鄭兆宏、洪永政 (2022)， “以快速關係觀點探討直播主與共同觀看者對直播購物意願之影響  ,”管理評論，第41卷，第1期，1-21。【TSSCI】

30. 鄭兆宏、張純端、賴立婕  (2021)，“你被「左右」了嗎？產品-價格圖片左右相對位置與解釋水平對產品評價的影響 ,” 臺大管理論叢，第31卷，第1期，155-187。【TSSCI】

31. 陳靜宜、林雅筑、陳品頴、蔡彤琳、鄭兆宏*  (2020)，“網站品質能降低消費者知覺風險嗎？網路拍賣環境之實證分析,” 亞太經濟管理評論 ，第23卷，第1/2期，111-136。

32. 鄭兆宏、林湘芩、洪名萱、林庭安、劉育如、余婕寧 (2019)，“你(妳)衝動了嗎？網購平台特性與衝動性購買之研究,” 亞太經濟管理評論 ，第22卷，第1/2期，17-44。

33. 丁碧慧、鄭兆宏*、黃慧玲 (2018)，“小林眼鏡–連鎖眼鏡業的聰明展店策略,” 中山管理評論，第26卷，第4期，657-690。【TSSCI】

34. 黃明新、鄭兆宏*、蘇香樺 (2017)，“零售業顧客關係之動態研究,” 管理評論 ，第36卷，第1期，1-21。【TSSCI】

 -研討會論文 

1. Cheng, Zhao-Hong and Chang, Chia-Han  (2026), “Not All AI Is Equal: Contrasting Task-Oriented and Relationship-Oriented AI in Relationship Marketing,” 2026 AMA Winter Academic Conference, Madrid, Spain. (NSTC 113-2410-H-992-039-MY2 ) 
2. Tsai, Chiung-I, Hsu, Pei-Yi, Chen,Fang-I, and Cheng, Zhao-Hong   (2026), “How Personal Traits and Product Value Shape Purchase Intention in Trendy Brand Consumption: The Mediating Role of Customer Satisfaction and The Moderating Role of Involvement,” Asia-Pacific Conference on Social Sciences and Management, Nagoya, Japan.
3. Cheng, Zhao-Hong, Cheng, Chiao Wen, and Lai, Chao-Jung (2025), “How Does Customer Experience Influence Brand Identification? Exploring the Long-Term Impact through a Dynamic Perspective,” 2025 AMA Winter Academic Conference, Phoenix, AZ, USA. (NSTC 113-2410-H-992-039-MY2 ) 
4. Chang, Chun-Tuan, Cheng, Zhao-Hong, Lee, Hsiao-Ching, Chang, Chia-Han, Lee, Sam, and Su, Shin-Yi (2024), “More Employee Endorsers, More Persuasive? Cue of Employee Endorser Quantity, Smile Intensity and Photo Style Affect Service Advertising Persuasion,” 2024 AMA Winter Academic Conference, Pete Beach, FL, USA. (MOST 111-2410-H-992 -014 -MY2)
5. Chang, Chun-Tuan, Cheng, Zhao-Hong, Chang, Chia-Han, and Lee, Yu-Kang (2023), “I Just Want Something New! Social Exclusion Enhances Consumers’ Novelty-Seeking,” Association for Consumer Research (ACR) Conference 2023, Seattle, WA, USA. (MOST 111-2410-H-992 -014 -MY2)
6. Cheng, Zhao-Hong (2022), “Customer Experience Rules! Online Customer Experience and Consumer-Brand Identification: The Moderating Role of Product Type,” 2022 AMA Winter Academic Conference, Las Vegas, Nevada, USA. (MOST-109-2410-H-992 -022 -MY2)
7. Liu, Shu-Fang and Cheng, Zhao-Hong (2022), “Ethical or Utilitarian? The Antecedents of Attitude Ambivalence Regarding Online Meal Delivery Service During a Pandemic,” 2022 AMA Winter Academic Conference, Las Vegas, Nevada, USA.
8. Cheng, Zhao-Hong, Huang, Min-Hsin, Cheng, Chiao-Wen, and Cheng, Wen-Min (2021), “Social Media Marketing and Consumer-Brand Identification,” 2021 Frontiers in Services Conference, Florida, USA. (Online)
9. Cheng, Zhao-Hong, Wu, Wen-Hao, Cheng, Chiao-Wen, and Hsieh, Tsai-Ling (2021), “A Study of Place Identity and Place Bonding in the B&B Context,” 2021 Frontiers in Services Conference, Florida, USA. (Online)
10. Cheng, Zhao-Hong and Chang, Yu-Chen (2020), “Customer Experience is the Name of the Game! Investigating the Effect of Customer Experience on Relationship Quality in the Online Shopping Context,” Japan International Business and Management Research Conference, Tokyo, Japan.
11. Chang, Chun-Tuan, Cheng, Zhao-Hong, Chen, Jing-Yi, and Lee, Yu-Kang (2019), “Sad Face Sells in Cause-Related Marketing? The Right Formula Based on Emotional Expression, Consumption Context and Consumer Differences in Implicit Self-Theories,” ACR 50th Annual Conference, Atlanta, GA, USA. (MOST-108-2914-I-992 -009 -A1)
12. Lee, Yu-Kang, Chang, Chun-Tuan, Lin, You, Chang, Chia-Han, and Cheng, Zhao-Hong (2019), “Investigating the Contagion Effects of Problematic Smartphone Behaviors,” 2019 Asia-Pacific Conference on Management and Business (APCMB), Tokyo, Japan. 
13. Chang, Chia-Han, Chen, Min-Chen, Sher, Chien-Yuan, and Cheng, Zhao-Hong (2019), “Investigating Characteristics of Online Shopping Platform and Impulsive Purchase: The Moderating Roles of Gender and Shopping Experiences,” 2019 Asia-Pacific Conference on Management and Business (APCMB), Tokyo, Japan. 
14. Cheng, Zhao-Hong and Wang, Yu-Ting (2019), “Does Service Convenience Lead to Customer Loyalty? Investigating the Moderating Influences in the Online Retailing Context,” International Conference on Social Science and Management (ICSSAM), Osaka, Japan. 
15. Chang, Chia-Han, Chen, Min-Chen, Sher, Chien-Yuan, and Cheng, Zhao-Hong (2019), “Investigating the Effect of Website Characteristics on Trust in Social Networking Sites,” International Conference on Social Science and Management (ICSSAM), Osaka, Japan. 
16. Lee, Yu-Kang, Chang, Chun-Tuan, Lin, You, Cheng, Zhao-Hong, and Chen, Jing-Yi (2018), “Problematic Smartphone Usage Is Like Catching a Cold: The Contagion Effects of Problematic Smartphone Behaviors,” 2018 Asia-Pacific Conference on Management and Business (APCMB), Fukuoka, Japan.
17. Chen, Jing-Yi, Lin, Ya-Chu, Chen, Ping-Ying, Tsai, Tung-Lin, and Cheng, Zhao-Hong (2018), “Examining the Effect of Website Quality Perceived Risk in an Online Auction: Moderating Influences of Involvement,” 2018 Asia-Pacific Conference on Management and Business (APCMB), Fukuoka, Japan. 
18. Huang, Min-Hsin, Cheng, Zhao-Hong, Chen, Jing-Yi, and Su, Hsiang-Hua (2017), “How does Salespeople’s Customer Orientation Influence Customer Satisfaction and Customer-Company Identification: The Differential Effects of Relational and Functional Customer Orientation,” Sixteenth Asia-Pacific Conference on Global Business, Economics, Finance and Social Sciences, Taipei, Taiwan.
19. 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, San Diego, California. (MOST-106-2914-I-309-009-A1)
20. Huang, Min-Hsin, Cheng, Zhao-Hong, and Chen, I-Chun (2016), “Comparison of the Influences of Service Quality and Corporate Social Responsibility on Customer-Company Identification: A Longitudinal Study,” competitive paper presented at the 2016 American Marketing Association (AMA) Summer Marketing Educators' Conference, Atlanta, GA, USA.
21. Huang, Min-Hsin, Cheng, Zhao-Hong, and Chen, I-Chun (2016), “Exploring the Dynamics of Antecedents to Customer Identification with A Service Firm,” paper presented at the 2016 Academy of Marketing Science World Marketing Congress (AMS), Paris, France.
22. Lee, Yu-Kang, Chang, Chun-Tuan, Lin, You, and Cheng, Zhao-Hong (2016), “Materialism on Smartphone Addiction: Reveal the Missing Links through Self-Efficacy and Social Anxiety,”paper presented in the 2016 International Conference on Internet Studies (NETs 2016), Osaka, Japan.
23. Huang, Min-Hsin and Cheng, Zhao-Hong (2015), “A Dynamic Investigation into Customer-Company Identification and Customer Satisfaction,” competitive paper presented at the 2015 American Marketing Association (AMA) Summer Marketing Educators' Conference, Chicago, Illinois, USA. (MOST‐104‐2922‐I‐110‐094)
24. Huang, Min-Hsin and Cheng, Zhao-Hong (2015), “Drivers of Service Firms' Consumer-Company Identification,” poster abstract presented at the 2015 American Marketing Association (AMA) Summer Marketing Educators' Conference, Chicago, Illinois, USA.
25. Chang, Chun-Tuan, Chu, Xing-Yu, Cheng, Zhao-Hong, and Tok, Dickson (2015), “Can Buying a Product with a Cause Make Us Better People? Licensing Effect after Purchasing a Product with a Cause,” paper presented at the Conference of Association of Consumer Research (ACR), New Orleans, USA.
26. Huang, Min-Hsin, Cheng, Zhao-Hong, Su, Hsiang-Hua, and Chen, I-Chun (2015), “Investigations of Trust Velocity and Commitment Velocity on Customer Loyalty,” paper presented in the 2015 The International Symposium on Business and Social Sciences (TISSS), Tokyo, Japan.
27. Lee, Yu-Kang, Chang, Chun-Tuan, Lin, You, and Cheng, Zhao-Hong (2015), “Mediating Roles of Control Self-Efficacy and Social Interaction Anxiety Between Materialism and Smartphone Addiction: Opening the Black Box in US and China,” paper presented in the 2015 Annual Symposium on Management and Social Sciences (ASMSS), Osaka, Japan.
28. Huang, Min-Hsin, Cheng, Zhao-Hong, and Chen, I-Chun (2015), “The Longitudinal Study of Customer-Company Identification: A Latent Growth Curve Analysis,” paper presented in the 2015 Hong Kong International Conference on Social Science (HKICSS), Hong Kong.
29. Lee, Yu-Kang, Chang, Chun-Tuan, Lin, You, and Cheng, Zhao-Hong (2014), “Is Your Smartphone Helping You as much as It's Hurting You? A Cross Country Survey,” paper presented in the 2014 International Symposium on Business and Social Sciences (ISBSS), Hokkaido, Japan.
30. Chen, Sze-Ting, Fong, Cher-Min, Haga, Allison Kai-Yin, and Cheng, Zhao-Hong (2014), “The Effects of Institutionalization, Strategic Network and Government Relationship on Clustered firms’ Performance in Emerging Economies,” paper presented in 2014 International Conference on Business and Information, Osaka, Japan.
31. Lee, Yu-Kang, Lin, You, Cheng, Zhao-Hong, and Chang, Chun-Tuan (2013), “When Smartphone Outsmarts Users: The Moderating Effects of User Types on Individual Differences of Stress Induction,” paper presented in the 1st International Conference on Behavioral Addictions, Budapest, Hungary.
32. Huang, Min-Hsin and Cheng, Zhao-Hong (2009), “Examination of the Effects of Job-related Factors on Turnover Intention among Male and Female Service Employees,” competitive paper presented at the 2009 American Marketing Association (AMA) Summer Marketing Educators' Conference, Chicago, Illinois, USA.
33. Huang, Min-Hsin and Cheng, Zhao-Hong (2008), “Work and Family Conflicts on Turnover Intention among Male and Female Service Employees,” competitive paper presented at the 2008 Academy of Management (AOM) Annual Meeting, Anaheim, California, USA.

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