歡迎光臨資訊管理系

• Professor

Expertise and Research Areas

• Electronic Commerce, AI Behavior, Sustainable & Service Marketing, Social Media Research

Courses

• Electronic Commerce
• Sustainability and Marketing Seminar
• Accounting

• Office: T2-405-4
• Tel: +886-2-2737-6780
• Email: yhfang@mail.ntust.edu.tw

• E-Commerce and AI Research Lab

• Ph.D. in Information Management, National Central University (2005/9 to 2010/4)
• MS-Accounting, University of Houston (1998 to 2000)
   

Experience

• Professor, Department of Information Management, National Taiwan University of Science and Technology (2026/8– Present)
• Sandford/Elsevier Top 2% Scientist (Career-long) (2025~)
• Sandford/Elsevier Top 2% Scientist (Single-year) (2020~2025)
• Chair, Department of Accounting, Tamkang University (2023/8–2025/7)
• Professor, Department of Accounting, Tamkang University (2018/8–2026/7)
• Associate Professor, Department of Accounting, Tamkang University (2014/2–2018/7)
• Assistant Professor, Department of Accounting, Tamkang University (2010/8–2014/1)

Journal Publications

1. Fang, Y.H., Li, C.Y., 2026. Channel Disintegration: A Hidden Key to Customer Satisfaction and Vendor Lock-In, International Journal of Retail & Distribution Management, 54 (13), 1-17 (SSCI; IF: 5.3; 76/324 in Business; Q1).

2. Fang, Y.H., Li, C. Y., & Lin, H. E., 2026. Leave my digital footprint or not? Insights from communication privacy management theory. Behaviour & Information Technology, 1-19. (SSCI; IF: 4.2; 5/24 in Ergonomics; Q1).

3. Liao, C.H., Fang, Y.H.*, Li, C.Y., 2026. Out of Gratification or Fears? A Dual Model to Explore Drivers of Generative Artificial Intelligence Adoption, Technology in Society, 103177. (SSCI; IF: 12.5; 2/273 in Social Sciences, Interdisciplinary, Q1)

4. Fang, Y.H., Li, C.Y.*, 2025. Avoiding Customer Cross-Channel Behavior in Omnichannel Retailing: An Uncertainty Reduction Theory Perspective, Electronic Markets, 35, 49. (SSCI, IF: 6.8; 39/316 in Business, Q1)

5. Li, C.Y., Liao, C.H., Fang, Y.H.,* 2025. A Dedication-Constraint Model of Omnichannel Shopping Journey, Electronic Markets, 35(1), 26. (SSCI, IF: 6.8; 39/316 in Business, Q1)

6. Fang, Y.H., Liao, C.H., Li, C.Y.*, 2024. Super App on Demand: Exploring the Impact of Service Synergy on Willingness to Use a New Service, Electronic Commerce Research and Applications, 67, 101430. (SSCI/SCI, IF: 6.3; 27/258 in Computer Science & Information Systems; Q1)

7. Hsieh, J.K., Fang, Y.H., Liao, C.H., 2024. The Power of Choice: Examining How Selection Mechanisms Shape Decision-making in Online Community Engagement, Decision Support Systems, 182, 114250. (SCI, IF: 6.8; 11/106 in Operation Research & Management Science; Q1)

8. Li, C.Y., Fang, Y.H.*, and Chiang, Y.H., 2023. Can AI Chatbots Help Retain Customers? An Integrative Perspective Using Affordance Theory and Service-Domain Logic, Technological Forecasting & Social Change, 197, 122921. (SSCI, IF: 13.3; 4/316 in Business; Q1)

9. Zhu, Y.Q., Fang, Y.H.,* and Lim, S.Y., 2023. Investigating Drivers of Service Extension Success for a Super App, Computers in Human Behavior, 149, 107928. (SSCI, IF: 8.9; 7/223 in Psychology, Multidisciplinary; Q1)

10. Fang, Y.H. and Li, C.Y.*, 2023, Knowledge hiding and sharing with mobile social networking applications: an integrated model of antecedents and outcomes, International Journal of Mobile Communications, 22(2), 156-183. (SSCI, IF: 1.55; 113/227 in Communication; Q2)

11. Fang, Y. H., and Li, C.Y.* 2022, Does the Sharing Economy Change Conventional Consumption Modes?. International Journal of Information Management, 67, 102552. (SSCI, IF: 27; 1/164 in Information Science & Library Science; Q1)

12. Li, C.Y. and Fang, Y.H.*, 2022, The More We Get Together, The More We Can Save? A Transaction Cost Perspective, International Journal of Information Management, 62, 102434. (SSCI, IF: 4.90; 1/166 in Information Science & Library Science; Q1)

13. Li, C.Y. and Fang, Y.H.*, 2022, Go Green, Go Social: Exploring the Antecedents of Pro-environmental Behaviors in Social Networking Sites Beyond Norm Activation Theory, International Journal of Environmental Research and Public Health, 19(21):14265. (SSCI, IF: 4.61; 45/182 in Public, Environmental & Occupational Health; Q1)

14. Fang, Y.H.*, 2021, A Dual Process Model of Help Seeking in Social Media Websites. Communication Research, 48(7), 978-1007. (SSCI, IF: 3.2; 26/227 in Communication; Q1)

15. Li, C.Y. and Fang, Y.H.*, 2021, Toward better purchase decision-performance: Linking person-environment fit to explorative and exploitative use of branded applications, Electronic Commerce Research and Applications, 48, 101063. (SSCI/SCI, IF: 6.3; 27/258 in Computer Science & Information Systems; Q1)

16. Li, C.Y., Fang, Y.H.*, and Sukoco, B.M., 2021, Value proposition as a catalyst for innovative service experience: the case of smart-tourism destinations, Service Business, 15, 281-308. (SSCI, IF: 4.1; 126/420 in Management; Q2)

17. Fang, Y.H., Li, C.Y.*, Bhatti, Z.A., and Arain, G.A., 2021, How does participation and browsing affect continuance intention in virtual communities? An integration of curiosity theory and subjective well-being, Behaviour & Information Technology, 40, 3, 221-239. (SSCI, IF: 3.1; 11/32 in Computer Science, Cybernetics; Q2)

18. Fang, Y.H., Li, C.Y.*, and Bhatti, Z.A., 2021, Building brand loyalty and endorsement with brand pages: Integration of the lens of affordance and customer-dominant logic, Information Technology & People, 34, 2, 731-769. (SSCI, IF: 5.6; 18/166 in Information Science & Library Science; Q1)

19. Bhatti, Z.A., Arain, G.A., Akram, S., Fang, Y.H., and Yasin, H.M., 2020, Constructive voice behavior for social change on social networking sites: A reflection of moral identity, Technological Forecasting and Social Change, 157. (SSCI, IF: 13.3; 4/316 in Business; Q1)

20. Li, C.Y. and Fang, Y.H.*, 2020, I Searched, I Collected, I Experienced: Exploring How Mobile Augmented Reality Makes the Players Go, Journal of Retailing and Consumer Services, 54(3):102018. (SSCI, IF: 13.1; 6/316 in Business; Q1)

21. Fang, Y.H. and Li, C.Y.*, 2020, Leveraging Sociability for Trust Building on Social Commerce Sites, Electronic Commerce Research and Applications, 40, 100907. (SSCI/SCI, IF: 6.3; 27/258 in Computer Science & Information Systems; Q1)

22. Arain, G.A., Bhatti, Z.A., Imran, H., and Fang, Y.H., 2020, Top-Down Knowledge Hiding and Innovative Work Behavior (IWB): A Three-way Moderated-Mediation Analysis of Self-Efficacy and Local/Foreign Status, Journal of Knowledge Management, 24, 2, 127-149. (SSCI, IF: 9.5; 4/166 in Information Science & Library Science; Q1)

23. Arain, G.A., Bhatti, Z.A., Ashraf, N.A., Fang, Y.H., 2020, 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, Journal of Business Ethics, 164, 3, 611-625. (SSCI, IF: 6.7; 3/77 in Ethics; Q1)

24. Li, C.Y. and Fang, Y.H.*, 2019, Predicting Continuance Intention toward Mobile Branded Apps through Satisfaction and Attachment, Telematics and Informatics, 43, 101248. (SSCI, IF: 8.3; 6/166 in Information Science & Library Science; Q1)

25. 李家瑩、方郁惠*、溫冠倫，2019，遊戲「直播」間？遊戲化對直播持續使用意圖之影響，資訊管理學報，26 (3)，241-274。(TSSCI)

26. Fang, Y.H.*, 2019, An App a Day Keeps a Customer Connected: Explicating Brand Loyalty through the Lens of Affordance and Service-dominant Logic, Information & Management, 56, 377-391. (SSCI, IF: 8.2; 7/166 in Information Science & Library Science; Q1)

27. Fang, Y.H.*, Tang, K., Li, C.Y., and Wu, C.C., 2018, On Electronic Word-of-Month Diffusion in Social Networks: Curiosity and Influence, International Journal of Advertising, 37, 3, 360-384. (SSCI, IF: 5.9; 4/227 in Communication; Q1)

28. Fang, Y.H.*, 2017, Coping with Fear and Guilt using Mobile Social Networking Applications: Knowledge Hiding, Loafing, and Sharing, Telematics and Informatics, 34, 3, 779-797. (SSCI, IF: 8.3; 6/166 in Information Science & Library Science; Q1)  

29. Fang, Y.H.*, 2017, Exploring Task-Service Fit and Usefulness on Branded Applications Continuance, Journal of Services Marketing, 31, 6, 574-588. (SSCI, IF: 4.5; 94/316 in Business; Q2)

30. Fang, Y.H.*, 2017, Beyond the Usefulness of Branded Applications: Insights from Consumer-Brand Engagement and Self-Construal Perspectives, Psychology & Marketing, 34, 1, 40-58. (SSCI, IF: 9.1; 3/115 in Psychology, Applied; Q1)

31. Fang, Y.H.* and Tang, K., 2017, Involuntary Migration in Cyberspaces: The Case of MSN Messenger Discontinuation, Telematics and Informatics, 34, 1, 177-193. (SSCI, IF: 8.3; 6/166 in Information Science & Library Science; Q1)   

32. Li, C.Y. and Fang, Y.H.*, 2016, How Online Service Recovery Approaches Bolster Recovery Performance? A Multilevel Perspective, Service Business, 10, 1, 179-200. (SSCI, IF: 4.1; 126/420 in Management; Q2)

33. Fang, Y.H.* and Li, C.Y., 2016, Electronic Word-of-mouth on Social Networking Sites: Cue Validity and Cue Utilization Perspectives, Human Systems Management, 35, 35-50. (EI)

34. Chiu, C.M., Fang, Y.H., and Wang, E.T.G.*, 2015, March, Building Community Citizenship Behaviors: The Relative Role of Attachment and Satisfaction, Journal of the Association for Information Systems, 16, 11, 947-979. (SSCI/SCI, IF: 5.5; 19/166 in Information Science & Library Science; Q1)

35. Fang, Y.H. and Li, C.Y.*, 2014, Perceived Deception in Online Auctions: Antecedents and Consequences, Human Systems Management, 33, 181-197. (EI)

36. Fang, Y.H. and Chiu, C.M.*, 2014, Exploring Online Double Deviation Effect From Psychological Contract Violation, Emotion, and Power Perspectives, Pacific Asia Journal of the Association for Information Systems, 6, 1, 39-65. (ESCI, IF: 3.3, 36/166 in Information Science & Library Science; Q1)  

37. Fang, Y.H.*, 2014, Beyond Credibility of eWOM: Exploring eWOM Adoption on Social Networking Sites from Affective and Curiosity Perspectives, International Journal of Electronic Commerce, 18, 3, 67-101. (SSCI/SCI, IF: 3.8; 28/129 in Computer Science, Software Engineering; Q1)

38. Chiu, C.M.*, Wang, E.T.G., Fang, Y.H., and Huang, H.Y., 2014, Understanding Customers’ Repeat Purchase Intentions in B2C E-commerce: The Roles of Utilitarian Value, Hedonic Value, and Perceived Risk, Information Systems Journal, 24, 85-114. (SSCI, IF: 6.3; 13/166 in Information Science & Library Science; Q1) (Selected as the journal’s most-cited paper, with 2,359 citations.)

39. Chiu, C.M., Fang, Y.H., Cheng, H.L., and Yen, C.H., 2013, On Online Repurchase Intentions: Antecedents and the Moderating Role of Switching Cost, Human Systems Management, 32, 283-296. (EI)                                                                        

40. 李家瑩、方郁惠、吳柏勳，2013，以期望理論及公平理論探討線上服務失誤補救，電子商務學報，15 (3)，367-388。(Excellence Award at the 5th UMC Management Paper Competition in 2015). (TSSCI)

41. Fang, Y.H.*, 2012, Does Online Interactivity Matter? Exploring the Role of Interactivity Strategies in Consumer Decision Making, Computers in Human Behavior, 28, 1790-1804. (SSCI, IF: 8.9; 7/223 in Psychology, Multidisciplinary; Q1)  

42. Fang, Y.H., Chiu, C.M., Wang, E.T.G., 2011, Understanding Customers’ Satisfaction and Repurchase Intentions: An Integration of IS Success Model, Trust, and Justice, Internet Research, 21 (4), 479-503. (SCI/SSCI, IF: 6.8; 21/258 in Computer Science, Information Systems; Q1)

43. Fang, Y.H.* and Chiu, C.M., 2010, In Justice We Trust: Exploring Knowledge Sharing Continuance Intentions in Virtual Communities of Practice, Computers in Human Behavior, 26 (2), 235-246.  (SSCI, IF: 8.9; 7/223 in Psychology, Multidisciplinary; Q1)

44. Chiu, C.M., Chang, C.C., Cheng, H.L., and Fang, Y.H., 2009, Determinants of Customer Repurchase Intention in Online Shopping, Online Information Review, 33 (4), 761-784. (SSCI/SCI, IF: 3.1; 33/160 in Information Science & Library Science; Q1)

Research Project