淡江大學會計學系

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專任師資

基本資料表

名稱方郁惠

辦公室電話3306

辦公室B829

信箱yhfang@mail.tku.edu.tw

個人網站http://teacher.tku.edu.tw/PsnProfile.aspx?u=t981012

教師

類別專任教師

職稱教授兼系主任

授課領域會計資訊系統、管理資訊系統、會計學、企業資源規劃、電子商務研討

學歷中央大學資訊管理研究所管理組博士

研究專長會計資訊系統、知識管理、電子商務、行銷研究

期刊論文
研討會論文

年度	論文名稱
2023	Chia-Ying Li , Yu-Hui Fang , Yu-Hung Chiang, Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic
2023	Yu-Qian Zhu , Yu-Hui Fang , Sh-Yin Lim, Investigating drivers of service extension success for a super app
2023	Fang, Yu-Hui, Super App on Demand: Exploring the Impact of Service Synergy on Willingness to Use a New Service
2023	Fang, Yu-hui, The Power of Choice: Examining How Selection Mechanisms Shape Decision-making in Online Community Engagement
2022	Li, C.Y. ; Fang, Y.H.*, Go Green, Go Social: Exploring the Antecedents of Pro-environmental Behaviors in Social Networking Sites Beyond Norm Activation Theory
2022	Fang, Y.H.; Li, C.Y., Does the Sharing Economy Change Conventional Consumption Modes?
2022	Fang, Yu-hui, Knowledge Hiding and sharing with mobile social networking applications: an integrated model of antecedents and outcomes
2022	Fang, Yu-Hui, Li, Chia-Ying, Knowledge Hiding and sharing with mobile social networking applications: an integrated model of antecedents and outcomes
2021	Yu-Hui Fang, A Dual Process Model of Help-Seeking on Social Media Websites
2021	Chia-YingLi; Yu-HuiFang, The More We Get Together, The More We Can Save? A Transaction Cost Perspective
2020	Fang, Yu-Hui; Li, Chia-Ying; Bhatti, Zeeshan Ahmed, Building Brand Loyalty and Endorsement with Brand Pages: Integration of the Lens of Affordance and Customer-dominant Logic
2020	Li, C.Y.; Fang, Y.H.; Sukoco, B.M., Value proposition as a catalyst for innovative service experience: the case of smart-tourism destinations
2020	Chia-Ying Li; Yu-Hui Fang, Toward better purchase decision-performance: Linking person-environment fit to explorative and exploitative use of branded applications
2020	Bhatti, Z.A.; Arain, G.A.; Akram, S.; Fang, Y.H.; Yasin, H.M., Constructive voice behavior for social change on social networking sites: A reflection of moral identity
2019	Chia-Ying Li; Yu-Hui Fang, Predicting Continuance Intention toward Mobile Branded Apps through Satisfaction and Attachment
2019	Chia-Ying Li; Yu-Hui Fang, I Searched, I Collected, I Experienced: Exploring How Mobile Augmented Reality Makes the Players Go
2019	Fang, Y.H.; Li, C.Y, Leveraging Sociability for Trust Building on Social Commerce Sites (利用社交性在社交網站上建立信任)
2019	Fang, Yu-Hui.; Li, Chia-.Ying; Arain, Ghulam Arain; Bhatti, Zeeshan Ahmed, How does participation and browsing affect continuance intention in virtual communities? An integration of curiosity theory and subjective well-being
2019	Arain, G.A.; Bhatti, Z.A.; Imran, H.; Fang, Y.H., Top-Down Knowledge Hiding and Innovative Work Behavior (IWB): A Three-way Moderated-Mediation Analysis of Self-Efficacy and Local/Foreign Status
2018	Yu-Hui Fang, An app a day keeps a customer connected: Explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic
2018	Fang, Yu-hui, Top-Down Knowledge Hiding in Organizations: An Empirical Study of the Consequences of Supervisor Knowledge Hiding Among Local and Foreign Workers in the Middle East
2018	李家瑩; 方郁惠; 溫冠倫, 遊戲「直播」間？遊戲化對直播持續使用意圖之影響
2017	Yu-Hui Fang, Coping with Fear and Guilt using Mobile Social Networking Applications: Knowledge Hiding, Loafing, and Sharing
2017	Yu-Hui Fang, Exploring Task-Service Fit and Usefulness on Branded Applications Continuance
2016	Yu-Hui Fang; Kwei Tang, Involuntary Migration in Cyberspaces: The Case of MSN Messenger Discontinuation
2016	Fang, Yu-hui, Beyond the Usefulness of Branded Applications: Insights from Consumer-Brand Engagement and Self-Construal Perspectives
2016	Yu-Hui Fang, On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence
2015	Chia-Ying Li; Yu-Hui Fang, How online service recovery approaches bolster recovery performance? A multi-level perspective
2015	Chiu, Chao-Min; Fang, Yu-Hui; Wang, Eric T G, Building Community Citizenship Behaviors: The Relative Role of Attachment and Satisfaction
2014	Fang, Yu-Hui; Li, Chia-Ying, Perceived deception in online auctions: Antecedents and consequences
2013	Chiu, C.M.; Wang, E.T.G.; Fang, Y.H.; Huang, H.Y., Understanding Customers’ Repeat Purchase Intentions in B2C E-commerce: The Roles of Utilitarian Value, Hedonic Value, and Perceived Risk
2013	李家瑩; 方郁惠; 吳柏勳, 以期望理論及公平理論探討線上服務失誤補救
2013	Fang, Yu-Hui, Beyond the Credibility of Electronic Word of Mouth: Exploring eWOM Adoption on Social Networking Sites from Affective and Curiosity Perspectives
2013	Chiu, Chao-Min; Fang, Yu-Hui; Cheng, Hsiang-Lan; Yen, Chiahui, On Online Repurchase Intentions: Antecedents and the Moderating Role of Switching Cost
2013	Fang, Y. H.; Chiu, C. M., Exploring Online Double Deviation Effect from Psychological Contract Violation, Emotion, and Power Perspectives
2012	Fang, Yu-Hui, Does online interactivity matter? Exploring the role of interactivity strategies in consumer decision making
2010	Fang, Yu-Hui; Chiu, Chao-Min; Wang, Eric T.G., Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice
2009	方郁惠; Chiu, C. M., In Justice We Trust: Exploring Knowledge Sharing Continuance Intentions in Virtual Communities of Practice
2009	方郁惠; Chiu, C. M.; Chang, C. C.; Cheng, H. L., Determinants of Customer Repurchase Intention in Online Shopping

年度	論文名稱
2023	方郁惠; 陳怡君, 以保護動機理論探討使用生成式人工智慧之意圖, 2023-12-08
2023	方郁惠; 陳奕霖, 探索影響生成式人工智慧之持續使用意圖-以ChatGPT為例, 2023-12-08
2023	方郁惠; 夏菱, 探索影響行動商務訂閱之因素-以便利商店應用程式為例, 2023-12-08
2021	方郁惠; 吳讅佩, 探討影響再購意願之因素─以富邦MOMO為例, 2022-05-20
2021	方郁惠; 邱瀞儀, 疫情之下Facebook直播商機之影響力, 2022-05-20
2021	方郁惠; 王筱萍, 探討疫情期間，社交媒體對恐慌性購買之影響, 2022-05-20
2020	方郁惠; 李承軒, 探討分享假新聞之動機, 2021-05-21
2020	方郁惠、沈逸庭, 探討消費者初次採用行動支付之影響因素– 以LINE Pay為例, 2021-05-21
2020	方郁惠, 邱垂聖, 探討消費者不繼續使用外送平台app之因素, 2021-06-28
2018	Fang, Y.H., Exploring brand experience on brand pages: Its determinants and consequences, 2019-07-22
2018	方郁惠; 陳珈云, 探討持續使用與衝動購買之影響因素以外送 App 為例, 2019-05-18
2018	方郁惠-劉皆妤, 探討親環境行為之前置因素-以社群網站為例, 2019-05-18
2018	方郁惠-許晉榕, 通路整合品質對消費者使用行動應用程式的影響, 2019-05-18
2018	Fang, Y.H.; Li, C.Y., Smart shopping with a smartphone: Enhancing brand attachment through mobile applications, 2019-07-08
2017	方郁惠; 賴佳翎, 探索品牌粉絲專頁之前置因素-以Facebook為例, 2017-11-18
2017	方郁惠; 楊芸婷, 探索品牌依附之前置因素-以品牌應用程式為例, 2017-11-18
2017	洪雪卿; 方郁惠; 陳品儒, 競爭策略與盈餘管理的關聯性, 2018-05-12
2017	Li, C. Y.; Fang, Y. H., How Do Augmented Reality Characteristics Facilitate Players’ Continuance Intention? An Empirical Analysis of Pokémon GO, 2018-06-26
2016	方郁惠; 陳品儒, 持續使用行動商務APP之前置因素, 2016-12-16
2016	方郁惠; 黃冠嘉, 成員使用行動社交網絡應用程式知識分享對幸福感之影響, 2016-12-16
2016	方郁惠; 蕭辰倢, 成員使用行動社群應用程式之知識分享行為研究, 2016-12-16
2016	陳薇如; 方郁惠; 許維珉, 不同風險基金廣告訊息對購買意願之影響, 2016-12-16
2016	Li, C. Y.; Fang, Y. H., Why people decide to buy via social network sites, 2017-07-21
2015	方郁惠; 黃筱善, 再次探討網路購物決策績效之決定因素, 2015-11-27
2015	方郁惠; 簡劭安, 探討再次購買意願之前置因素:以品牌應用程式為例, 2015-11-27
2015	Yu-Hui Fang, Exploring Antecedents of Purchase Intention in Branded Mobile Applications by Integrating Innovation Resistance Theory and Goods-Dominant Logic, 2016-07-21
2015	Fang, Y. H.; Li, C. Y., Does Service-Dominant Logic Matter? Toward A Unifying Model For Continuance Of Branded Applications, 2016-06-27
2014	方郁惠; 林泰平, 探討使用行動應用程式購物之前置因素, 2014-11-28
2014	方郁惠; 蘇品璇, 探討粉絲專頁持續使用意向的前置因素, 2014-11-28
2014	方郁惠; 林宣辰, 虛擬社群中知識分享行為對使用者之回饋, 2014-11-28
2014	Tang, K.; Fang, Y.H., Effective Strategies for Active Feature-value Acquisition, 2014-11-22
2014	Fang, Y.H., Open the Black Box: How do Active Participation and Passive Participation Influence Members’ Continuance Intention in Virtual Communities, 2015-07-20
2013	方郁惠; 楊心茹, 探討會計專業認同的前置因素, 2013-12-05
2013	Fang, Y.H.; Tang, K., Antecedents of Intention to Switching: A Case of Interactive Information Technology Service, 2014-07-18
2012	方郁惠; 高鈺淳, 影響象徵性採用雲端運算服務之研究, 2013-05-31
2012	Wu, C.C.; Tang, K.; Fang, Y.H., Clustering Fans and Moderator Posts on Facebook Brand Pages, 2013-07-09
2012	方郁惠, Applying Brunswikian Lens Model to Explore eWOM on Social Netwroking Sites, 2013-07-07
2012	方郁惠; 翁祐哲, 團隊衝突類型與任務滿意度之關聯性研究-以會計師事務所專業員工為例, 2013-05-17
2011	方郁惠; Fang, Yu-hui, How Online Interactivity Guards Against Online Deception In Consumer-To-Consumer Auction Websites?, 2012-07-03
2010	方郁惠; Chen, J. H., Understanding Corporate Foreign Investment in Construction from Knowledge Sharing Perspective, 2011-06-27
2009	方郁惠; Chiu, C. M.; Hsu, M. H; Yen, C. H., Exploring Online Repeat Purchase Intentions: The Moderating Role of Switching Cost, 2010-07-05