Yi-Fang Chiang

Full-Time Assistant Professor

  • yfchiang@fcu.edu.tw

Ph.D., International Business, National Taiwan University, Taiwan

Research areas

Online Brand Community, Multi-brand Strategy, Entrepreneurship & Marketing


Service Industry Management, Marketing Management, Corporate Ethics and Social Responsibility, Consumer Behavior

  • Profile
  • Publications
  • Research & Teaching

FCU Positions

  • Assistant Professor, Cooperative Economics and Social Entrepreneurship
  • Assistant Professor, Cooperative Economics

Journal Articles

  • Yi-Fang Chiang, Shih-Ju Wang, Heng-Chiang Huang, "Rethinking Self-Control: How It Interacts with Goal Temporal Distance, Individual Time Orientation and Regulatory Focus," Journal of Management and Business Research, 34(4), pp. 467-486, 2017-12. (TSSCI)
  • 王浩、江宜芳、謝明慧, "攜程旅行網:通路商的轉型歷程," 管理評論, 34(2), 75-90, 2015-04. (TSSCI)
  • 黃秀英*、謝明慧、江宜芳, "中國家居用品市場的開拓策略-多樣屋," 管理評論, 第33卷第2期, 2014-04. (TSSCI)
  • 江宜芳*、周文瓊、莊雅蘭、謝明慧, "探討企業由實體走向虛擬之即創歷程:以台灣中小企業為例," 中小企業發展季刊, 29, 1-48, 2013-09. (ISSN:1991-8550)
  • Chiu-Ping Hsu, Yi-Fang Chiang, Heng-Chiang Huang, "How Experienced-Driven Community Identification Generates Trust and Engagement," Online Information Review, Vol.36(1), 72-88, 2012-01. (SCI)


Conference Papers

  • 陳亭安、謝明慧、江宜芳, "遊戲直播平台之價值創造與捕獲—麥卡貝網路電視、斗魚、與Twitch," 2018中山管理評論管理個案研討會 , 1-22 , 2018-05. 國立中央大學管理二館.
  • 王浩、江宜芳、謝明慧, "樂視:量變到質變的生態戰略," 第七屆管理個案研討會 , pp. 1-31 , 2017-09. 中央大學管理二館地下一樓 002、003 教室.
  • Ying-Yu (Kerri) Chen, Yi-Fang Chiang, Wen-Chiung Chou, Gi-Ren Liu, "Effects of International Trade Linkages on National Wages: The Power of Structural Position and FDI impacts," Academy of International Business , 72 , 2017-07. JW Marriott Marquis.
  • Wen-Chiung Chou, Yi-Fang Chiang, Ying-Yu Chen, "The Dynamic Role of Entrepreneurial Marketing Orientation in the Direct Sellers' Entrepreneurial Process," Academy of International Business , 83 , 2017-07. JW Marriott Marquis.
  • 江宜芳*、蔣博丞, "消費者對社會企業產品購買意向之研究," 第94屆國際合作社節「合作事業發展研討會」 , 141-169 , 2016-06. 台北大學民生校區.
  • 陳怡如、古婷瑋、黃純惠、黃妤庭、 鹿煥昌、盧伯豪、江宜芳, "Oops!!資料異常,請聯絡系統管理員," 前瞻管理學術與產業趨勢研討會 , 1-16 , 2016-04. 聯合大學,苗栗.
  • Wang, Hao; Chiang, Yi-Fang; Hsieh, Ming-Huei, "How to Achieve Innovation Ambidexterity in New Product Development: A Cross Levels and Longitudinal Case Study in China," Summer Marketing Educators' Conference , 1-19 , 2015-08. Chicago, IL.
  • Hao Wang, Yi-Fang Chiang, Ming-Huei Hsieh, "A Process Model of Marketing Capabilities Development: Insights from a Case Study of Ctrip.com," Annual Meeting of the Academy of Management , 1-39 , 2015-08. Vancouver, CA.
  • Huang, Hsiu Ying*, Yi Fang Chiang and Sheng-Tsung Hou, "Can Country of Consumption Information Counterbalance the Negative COO Effect on Product Evaluation," 2015 Academy of International Business (AIB) Annual Meeting , Conference Proceedings of AIB 2015 , 2015-06. Bangalore, India.
  • Yi-Fang Chiang, Heng-Chiang Huang, Shih-Ju Wang, "Rethinking Self-Control: How It Interacts with Time Orientation, Temporal Distance, and Regulatory Focus," Summer Marketing Educators' Conference , 1-20 , 2014-08. San Francisco, US.
  • Huang, Hsiu Ying* and Yi Fang Chiang, "Exploring Dimensions of County of Consumption Image," 2014 Academy of International Business (AIB) Annual Meeting , Conference Proceedings of AIB 2014 , 2014-06. 加拿大溫哥華.
Research & Teaching

Teaching at ISTM in Fall 2018/Spring 2019

  • Consumer Behavior (FCU-RMIT Program Year 2)


Research Interests

  • Online Brand Community
  • Multi-brand Strategy
  • Entrepreneurship & Marketing
  • Integration of Brick-and-Mortar and Virtual Channels
  • Consumer Psychology