Publications
Published Journal Article
Yin, C. C., & Do, K. M. (2025). Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda. International Journal of Consumer Studies (SSCI), 49(4), e70097. *Yin, C. C (2024). Integrating or tailoring? Optimizing touchpoints for enhanced omnichannel customer experience. Journal of research in interactive marketing (SSCI, Q1), ahead-of-print. *Yin, C. C., Tang, Y. C., Chiu, H. C., Hsieh, Y. C., & Lai, Y. T. (2023). Telling an authentic story by aligning with your product type and price. Journal of Business Research (SSCI), 161, 113799. *Yin C. C., Chiu Y. C., Hsieh Y. C., Kuo C. Y. (2022). How to Retain Customers in Omnichannel Retailing: Mediating effect of Brand Experience, Journal of Retailing and consumer services (SSCI), 69, 103070. *Hsieh, Y. C., Yin, C. C., Yu K. J. (2022). How to Empower Consumers in Omnichannel Retailing, Management Review (TSSCI), 41(1), 93-112. *Yin, C. C., Tang, Y. C., Hsieh, Y. C., Chiu, H. C., Jhu, S. J. (2021). Find Me Here: Share Store Information through Check-in, Journal of Research in Interactive Marketing (SSCI), 16(2), 259-276. *Yin C. C., Hsieh, Y. C., Chiu, H. C., Yu, J. L. (2021). (Dis)satisfied with Your Choices? How to Align Online Consumer’s Self-awareness, Time Pressure and Self-consciousness, European Journal of Marketing (SSCI), 55(8), 2367-2388. *Yin, C. C., Chiu, H. C., Hsieh, Y. C. (2020). Aligning conflict brand stories with product types, Journal of Consumer Marketing, 37(7), 909-919. Yin, Q., Qiu, J., *Zhang, Q., Wen, X. (2008). Cognitive conflict in audiovisual integration: an event-related potential study, Neuroreport (SCI), 19(5), 575-578.
Conference Paper
Yin C. C.*, Do K. M. (2025). Beyond Reality: Unveiling Tourists’ Affective and Cognitive Experiences in the Metaverse. American Marketing Science World Marketing Congress (AMS WMS), in Dijon, France. Do K. M.*, Yin C. C. (2025). AI-Enhanced Celebrity Endorsements: Emotional Dynamics and Consumer Engagement in The Digital Age. American Marketing Association (AMA) Summer Academic Conference, in Chicago, USA. Yin C. C.* (2024). How do New Technologies Reshape the Travel Experience? INFORMS Society for Marketing Science (ISMS), in Sydney, Australia. *Yin C. C. (2023). Explore the Impact of Omnichannel Touchpoints on Customer Purchase Intention, Technological Forecasting and Social Change Special Conference (TFSC) in Hsinchu, Taiwan. *Yin C. C., Qiu J. Q. (2023). Identifying key touchpoints to improve customer experience in an omnichannel world, AMA Summer Academic Conference 2023 in Los Angeles, USA. Tang Y. C., *Yin C. C. (2023). Investigating the moderating role of personality traits in authentic ads, AMA Summer Academic Conference in Los Angeles, USA. *Yin C. C., Chiu, H. C., Kuo, C. Y. (2022). Understanding the Role of Brand experience in Omnichannel Retailing. SERVSIG in Glasgow, UK. *Yin C. C., Chiu, H. C., Kuo, C. Y. (2022). Understanding the Role of brand experience in Omnichannel Retailing. SERVSIG in Glasgow, UK.
Business Analysis Publications
Chiu, H. C., Hsieh, Y. C., Yin, C. C., & Yang, W. H. (2020). Escaping the low-cost red ocean: selling high-priced products. Harvard business review (Global Chinese edition). Chiu, H. C., Yin, C. C., & Hsieh, Y. C. (2020). Answer three questions to enhance customer experience. Harvard business review (Global Chinese edition). Chiu, H. C., Hsieh, Y. C., Yin, C. C., & Tang, Y. C. (2019). Five key points for designing the best brand story. Harvard business review (Global Chinese edition).