企业管理博士，新葡萄8883官网amg副教授，硕导。粤台企业数字营销创新研究中心成员。美国消费者协会(ACR), 美国营销协会 (AMA), 美国营销科学学会 (AMS)会员和审稿委员，曾担任《台湾经济部工业局-品牌台湾发展计划》指导顾问、台湾智荣基金会龙吟研论研究员。近五年在SSCI期刊以第一或通讯作者发表多篇论文，亦在营销权威会议发表多篇论文。主持教育部人文社科青年基金项目，省自然科学基金面上项目以及参与多项台湾省科技部研究项目。

中国台湾 政治大学 企业管理博士

Web 3.0 的应用 (NFT、GameFi、DAO)

AI的商业应用 (数字人、生成式 AI、Deepfake)

主讲课程

本科：市场调查、品牌管理、电子商务、数字广告、零售管理

MBA：市场营销学

教学成果

(1)2023广东省高等学校教学管理学会教育教学优秀案例《基于开放循环学习和 AIDMA 的《市场调研》教学方法改革与实践

(2)2023新葡萄8883官网amg本科教学质量与教学改革项目《人工智能生成内容(AIGC)时代下数字化教学模式创新研究——以市场调研课程为例》

(3)2023第二届新葡萄8883官网amg教师教学创新大赛二等奖《市场调研》竞赛指导

(4)2023《CMAU全国大学生市场研究商业策划大赛》全国十佳教师

(5)2023《CMAU全国大学生市场研究商业策划大赛》优秀指导教师

2022《CMAU全国大学生市场研究商业策划大赛》优秀指导教师

【期刊论文】

2024:

[1]Crystal T. Lee , Yung-Cheng Shen , Zimo Li and Honghao Hsieh (2024). Affordances of customer loyalty on Nonfungible Token (NFT) Platforms: A buyer-seller perspective, Computers in Human Behavior, 151(1),108013. 【中科院一区TOP 期刊，SSCI 一区，影响因子9.9】

[2]Yung-Cheng Shen, Crystal T. Lee, Wen-Ya Lin. (2024). Meme Marketing on Social Media: The Role of Informational Cues of Brand Memes in Shaping Consumers’ Brand Relationship, Journal of Research in Interactive Marketing, https://www.emerald.com/insight/content/doi/10.1108/JRIM-01-2023-0029/full/html.【SSCI 一区，影响因子10.176；通讯作者】

2023:

[3]Crystal T. Lee, Tzu-Ya Ho, and Honghao Hsieh. (2023). Building brand engagement in metaverse commerce: The role of branded non-fungible tokens (BNFTs), Electronic Commerce Research and Applications, 58, 101248. 【SSCI一区, 影响因子5.622)

[4]Crystal T. Lee and Ling-Yen Pan. (2023). Resistance of facial recognition payment service: A mixed method approach, Journal of Services Marketing, 37(3), 392-407. 【SSCI二区, 影响因子5.246】

[5]Crystal T. Lee and Ling-Yen Pan. (2023). Smile to pay: Predicting continuous usage intention toward contactless payment services in the post COVID-19 era, International Journal of Bank Marketing, 41(2), 312-332.【SSCI二区, 影响因子5.083】

[6]Sara H. Hsieh., Timmy H. Tseng, and Crystal T. Lee. (2023). Feeling psychologically close: Examining the determinants of branded app engagement, corresponding author, submitted to Journal of Product and Brand Management 32(4), 566-581.【SSCI二区, 影响因子4.335; 通讯作者】

2022:

[7]Crystal T. Lee , Ling-Yen Pan, and Sara H. Hsieh. (2022). Artificial intelligent chatbots as brand promoters: A two-stage structural equation modeling- artificial neural network approach, Internet Research, 32(4), 1329-1356. 【SSCI一区，影响因子6.353】

[8]Crystal T. Lee and Sara H. Hsieh.(2022). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love, Behaviour & Information Technology, 41 (6), 1270-1285.【SSCI二区, 影响因子3.320】

[9]Timmy H. Tseng., Sara H. Hsieh. and Crystal T. Lee (2022). Capturing behavioural ommutcomes through branded applications: The perspective of the investment model, Internet Research, 32(5), 1532-1561.【SSCI一区，影响因子6.353; 通讯作者】

[10]Sara H. Hsieh. and Crystal T. Lee (2022).Values that drive desire: Examining determinants of mobile promotion satisfaction, International Journal of Retail & Distribution Management, Vol. 50 No. 12, pp. 1458-1474. 【SSCI二区，影响因子4.743; 通讯作者】

[11]Sara H. Hsieh. and Crystal T. Lee, Timmy H. Tseng.(2022). Psychological empowerment and user satisfaction: Investigating the influences of online brand community participation, Information & Management, 59 (1), 103570 【SSCI一区，影响因子10.328】

[12]Timmy H. Tseng., Crystal T. Lee, Huang, H.-T. and Yang, W.H. (2022). Success factors driving consumer reuse intention of mobile shopping application channel, International Journal of Retail & Distribution Management, 50(1), 76-99.【SSCI 二区，影响因子4.743】

2021:

[13]Sara H. Hsieh.and Crystal T. Lee (2021).Hey Alexa: Examining the effect of perceived socialness in continuance usage intentions of AI assistant-enabled smart speaker, Journal of Research in Interactive Marketing, 15 (2), 267-294【SSCI 一区，影响因子10.176；通讯作者】

[14]Yung-Cheng Shen, Crystal T. Lee, Ling-Yen Pan, Chung-Yuan Lee (2021).Why people spread rumors on social media: Developing and validating a multi-attribute model of online rumor dissemination, Online Information Review, 45 (7), 1227-1246.【SSCI 二区，影响因子2.90；通讯作者】

[15]Timmy H. Tseng, Sara H. Hsieh. and Crystal T. Lee (2021). How gamified branded applications drive marketing effectiveness? Marketing Intelligence & Planning, 39 (5), 633-648. 【SSCI三区; 影响因子4.338；通讯作者】

[16]Sara H. Hsieh. Crystal T. Lee, and Timmy H. Tseng.(2021). Branded app atmospherics: Examining the effect of pleasure-arousal-dominance in brand relationship building. Journal of Retailing and Consumer Services, 60, 102482 【SSCI一区; 影响因子10.972】

2015-2020:

[17]Sara H. Hsieh. and Crystal T. Lee.(2020). Traces of mobility: Examining location disclosure on social networks with mobile location tagging. Telematics and Informatics, 49, 103166 【SSCI一区; 影响因子6.182;通訊作者】

[18]Crystal T. Lee and Sara H. Hsieh. (2019).Engaging consumers in mobile instant messaging: The role of cute branded emoticons, Journal of Product and Brand Management, 28(7), 849-863. 【SSCI二区; 影响因子4.355；第一作者】

[19]Timmy H. Tseng and Crystal T. Lee.(2018). Facilitation of consumer loyalty toward branded applications: The dual-route perspective, Telematics and Informatics, 35(5), 1297-1309. 【SSCI一区;影响因子6.182;通訊作者】

[20]Yen-Chun Chen, Yung-Cheng Shen, Crystal T. Lee, Fu-Kai Yu.(2017). Measuring quality variations in e-service, Journal of Service Theory and Practice, 27(2), 427-452 (SSCI, JCR Q2, IF=6.182)【SSCI二区; 影响因子6.182】

[21]Liao, S., Crystal T. Lee, Lin, T. H., & Lin, M. C. (2015).eWOM richness of leisure farm tour experience: Influences of message valence, product type and consumer knowledge. Journal of Marketing Management, 3(2), 55-68. 【SSCI二区; 影响因子3.048】

【近3年发表会议论文】

[1]Crystal T. Lee, Ling-Yen Pan, Zimo Li (2023).Will AI replace humans: conceptualizing technological affordances of virtual avatar livestreamers in livestream e-commerce in the 2023 American Marketing Association Winter Educator’s Conference (AMA), 4 - 6 Aug, San Francisco, California 【AMA美国市场营销协会会议】

[2]Crystal T. Lee, Tzuya Ho, Zimo Li, and Zihao Yang. (2023). Marketing through non-fungible tokens (NFTs): How luxury brands engage consumers through NFTs in the metaverse in the 2023 American Marketing Association Winter Educator’s Conference (AMA), Feb 10 - 12, Nashville, TN. 【AMA美国市场营销协会会议】

[3]Tzuya Ho, Crystal T. Lee, Pao-Hui Lin, and Yuhui Huang. (2023). Examining the impact of digital health platforms on hospital brand favorability relationships in the 2023 American Marketing Association Winter Educator’s Conference (AMA), Feb 10 - 12, Nashville, TN. 【AMA美国市场营销协会会议】

[4]Tzuya Ho, Crystal T. Lee, Pao-Hui Lin, and Zihao Yang.(2023). Immersion turns into a nightmare: The uncanny valley effect of consumer psychology in metaverse in the 2023 American Marketing Association Winter Educator’s (AMA), Feb 10 - 12, Nashville, TN.【AMA美国市场营销协会会议】

[5]Sara H. Hsieh. Crystal T. Lee.(2023). Examining the Drivers of Perceived Personality in AI Assistant Usage Adoption  in the 2023 American Marketing Association Winter Educator’s Conference (AMA), Feb 10 - 12, Nashville, TN. 【AMA美国市场营销协会会议】

[6]Timmy H. Tseng, Crystal T. Lee, Sara H. Hsieh., WX Wu. (2022). Why consumers stay connected with branded applications: The embeddedness perspective in the 20th Pacific Asia Conference on Information Systems (PACIS), July 5 - 9, Taiwan.【太平洋亚洲信息系统会议】

[7]Sara H. Hsieh. Crystal T. Lee and Timmy H. Tseng.(2021). Examining the effect of psychological distance on branded app consumer brand engagement in The European Marketing Academy(EMAC), May 25-28, Virtual.【EMAC欧洲营销学院会议】

【科研项目】

[1]主持：教育部人文社科基金, 青年项目，智能语音助手对顾客行为的影响机制研究：多模态人机交互视角，2022-07至2024-07，在研

[2]主持：广东省自然科学基金，面上项目，人工智能物联网产品对消费者行为的影响研究-人机智能交互视角，2021-01至2023-12，在研

[3]主持：新葡萄8883官网amg科研启动经费项目，智能音箱提升营销效能的机理与实现路径研究-品牌体验和服务生态系统视角2020-07至2023-07，在研

[4]主持：教育部人文社科基金,青年项目，在线品牌社区品牌推崇行为的形成机制研究，2017-07至2020-07，已结题

[5]参与：广东省自然科学基金，面上项目，服务业情境下顾客授权行为的成因与后果：基于赋能与负担的双机制研究，2023-01至2025-12，在研

[6]参与：广东省普通高校重点领域专项（数字经济），大数据驱动的医养结合健康服务模式与内容研究，2022-01至2024-02，在研

【人才计划】

[1]粤东粤西粤北博士人才项目 (2020)

[2]汕头市高层次人才 ( 2020)

[3]新葡萄8883官网amg卓越人才计划-青年优秀人才 (2020)

【访学与培训】

[1]Google数字营销资格认证, 欧洲互动广告局/Google

[2]学术研究伦理教育认证, 台湾学术伦理教育资源中心

[3]TEFL (Teaching English as Foreign Language) 国际英语教师资格证 加拿大温哥华