陳冠儒 | 國立政治大學企業管理學系

職稱	副教授
姓名	陳冠儒
電子郵件
聯絡電話	81203
研究專長	數位與社群媒體行銷、消費者品牌關係管理、整合行銷傳播
授課領域	數位與社群媒體行銷、消費者品牌關係管理、整合行銷傳播
學歷	美國喬治亞大學大眾傳播博士 (2015)

年度	論文名稱
2025	Tzu-Yu Chen;Kuan-Ju Chen, 2025.12, 'Chatbots with swear words? Exploring the roles of humor, aggressiveness, and gender in consumer-chatbot interactions, ' Behaviour & Information Technology,.(SSCI)(為通訊作者)(本論著未刊登但已被接受), vol. 143307, Dec. 2025
2024	Cheng-Chieh Hsiao;Kuan-Ju Chen, 2024.06, 'Social media users’ information exposure and content sharing in art and aesthetics: The influences of aesthetic value and socioeconomic status, ' Journal of Library and Information Science Research, Vol.18, No.2, pp.119-158.(TSSCI)(為通訊作者), vol. 114225, Jun. 2024
2021	Kuan-Ju Chen;Jhih-Syuan Lin;Yan Shan, 2021.12, 'Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent, ' Journal of Consumer Behaviour, Vol.20, No.6, pp.1436-1448.(SSCI)(為通訊作者), vol. 430610, Dec. 2021
2021	Kuan-Ju Chen;Jhih-Syuan Lin, 2021.09, 'Revisiting the effects of anthropomorphism on brand relationship outcomes: The moderating role of psychological disposition, ' European Journal of Marketing, Vol.55, No.8, pp.2174-2200.(為通訊作者), vol. 430516, Sep. 2021
2020	Yan Shan;Kuan-Ju Chen;Jhih-Syuan Lin, 2020.07, 'When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive, ' International Journal of Advertising, Vol.39, No.5, pp.590-610.(SSCI)(為通訊作者), vol. 425678, Jul. 2020
2019	Kuan-Ju Chen;Chia-Tung Chao, 2019.06, 'Examining the effects of motivational usage for Instagram on brand engagement: The mediating role of advertising value, ' Marketing Review, Vol.16, No.1, pp.53-80.(EBSCO)(為通訊作者), vol. 422992, Jun. 2019
2019	Kuan-Ju Chen;Hoi Ling Cheung, 2019.06, 'Unlocking the power of ephemeral content: The roles of motivations, gratification, need for closure, and engagement, ' Computers in Human Behavior, Vol.97, pp.67-74.(SSCI)(為通訊作者), vol. 422991, Jun. 2019
2018	Jhih-Syuan Lin;Kuan-Ju Chen;Yongjun Sung, 2018, 'Understanding the nature, uses and gratifications of social television: Implications for developing viewer engagement and network loyalty, ' Journal of Broadcasting & Electronic Media, Vol.62, No.1, pp.1-20.(SSCI)(為通訊作者), vol. 422995, 2018
2018	Joe Phua;Po-Lin Pan;Kuan-Ju Chen, 2018, 'Sport team-endorsed brands on Facebook: Effects of game outcome (win/loss), location (home/away) and team identification on fans’ brand evaluations, ' Online Information Review, Vol.42, No.4, pp.438-450.(SSCI)(為通訊作者), vol. 422993, 2018
2017	Kuan-Ju Chen;Jooyoung Kim, 2017, 'Humanizing brands: An examination of the psychological process of anthropomorphism and its effects on consumer responses, ' Journal of Marketing Management, Vol.5, No.2, pp.1-11.(EBSCO)(為通訊作者), vol. 422996, 2017
2016	Jhih-Syuan Lin;Yongjun Sung;Kuan-Ju Chen, 2016, 'Social television: Examining the antecedents and consequences of connected TV viewing, ' Computers in Human Behavior, Vol.58, pp.171-178.(SSCI)(為通訊作者), vol. 422998, 2016
2016	Kuan-Ju Chen;Joe Phua, 2016, 'Self-categorization process in sport: An examination of the "Linsanity" phenomenon in Taiwan, ' Sport Management Review, Vol.19, pp.431-440.(SSCI)(為通訊作者), vol. 422997, 2016
2015	Kuan-Ju Chen;Jhih-Syuan Lin;Jung Hwa Choi;Jung Min Hahm, 2015, 'Would you be my friend? An examination of global marketers' brand personification strategies in social media, ' Journal of Interactive Advertising, Vol.15, No.2, pp.1-14.(PsychINFO)(為通訊作者), vol. 423000, 2015
2015	Kuan-Ju Chen;Jooyoung Kim;Jhih-Syuan, 2015, 'The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation, ' Journal of Consumer Behaviour, Vol.14, No.3, pp.208-218.(SSCI)(為通訊作者), vol. 422999, 2015
2013	Raluca Cozma;Kuan-Ju Chen, 2013, 'What’s in a tweet? Foreign correspondents’ use of social media, ' Journalism Practice, Vol.7, No.1, pp.33-46.(SCOPUS)(為通訊作者), vol. 423001, 2013

年度	論文名稱
2026	Kuan-Ju Chen;Yi-Ting Chu, 2026.04, 'How trans-parasocial relationships enhance follower responses in influencer marketing: The roles of social presence, perceived homophily, and persuasion knowledge, ' 2026 AMS World Marketing Congress, Academy of Marketing Science.(為通訊作者), Apr. 2026
2026	Chia-Chi Lee;Kuan-Ju Chen, 2026.04, 'Friends behind the screen: The rise and power of trans-parasocial relationships in influencer marketing, ' 2026 AMS World Marketing Congress, Academy of Marketing Science.(為通訊作者), Apr. 2026
2025	Kuan-Ju Chen;Chih-Hung Peng, 2025.07, 'Exploring the role of AI-based chatbot perspective-taking in brand transgressions, ' 2025 Global Marketing Conference, Global Alliance of Marketing & Management Associations.(為通訊作者), Jul. 2025
2025	Chia-Wei Sun;Kuan-Ju Chen, 2025.07, 'Too authentic to tolerate? The impact of perceived authenticity in AI chatbot design on consumer behavior under service failure, ' 2025 Global Marketing Conference, Global Alliance of Marketing & Management Associations.(為通訊作者), Jul. 2025
2025	Kuan-Ju Chen;Jhih-Syuan (Elaine) Lin;Chia-Chi (Maggie) Lee, 2025.07, 'Developing the trans-parasocial relations scale for measuring engagement with influencer marketing, ' 2025 AMS World Marketing Congress, Academy of Marketing Science.(為通訊作者), Jul. 2025
2025	Yi-Ting Chu;Kuan-Ju Chen, 2025.07, 'Why curiosity solutions matter: Moderating the impact of curiosity on brand attitude and engagement, ' 2025 Global Marketing Conference, Global Alliance of Marketing & Management Associations.(為通訊作者), Jul. 2025
2024	Tzu-Yu Chen;Kuan-Ju Chen, 2024.10, 'Chatbots with swear words? Examining the effects of humor and aggressiveness on consumer responses, ' 2024 Management Innovation Conference, NTU Management Review.(為通訊作者), Oct. 2024
2023	Po-Han Wu;Kuan-Ju Chen, 2023.07, 'Telling a good story from a bad company: Examining the effects of narrative richness and moral imagination on consumer emotions, attitude, and behavioral intention, ' Global Marketing Conference, Global Alliance of Marketing & Management Associations.(為通訊作者), Jul. 2023
2023	Tzu-Yu Chen;Kuan-Ju Chen, 2023.03, 'How to create the sustainable label in hotel management from the perspective of TPB? The roles of CSR fit and CSR authenticity, ' International Conference on Tourism Sciences (ICTS2023), Kanazawa University.(為通訊作者), Mar. 2023
2020	Kuan-Ju Chen;Jhih-Syuan Lin, 2020.05, 'Examining consumers’ processing of brand personification strategies through the lens of anthropomorphism, ' the annual conference of the European Marketing Academy, European Marketing Academy.(為通訊作者), May. 2020
2019	Kuan-Ju Chen;Jhih-Syuan Lin;Yan Shan, 2019.05, 'Influencer marketing in China: Examining the psychological mechanism of processing branded content in social media, ' the annual conference of the European Marketing Academy, European Marketing Academy.(為通訊作者), May. 2019
2018	Kuan-Ju Chen;Jhih-Syuan Lin;Yan Shan, 2018.06, 'Influencer marketing in China: Examining the effects of parasocial identification, engagement, and inferences of manipulative intent on self-esteem, ' the International Conference on Research in Advertising, European Academy of Advertising.(為通訊作者), Jun. 2018
2018	Yan Shan;Kuan-Ju Chen;Jhih-Syuan Lin, 2018, 'When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motives, ' the American Academy of Advertising Conference, American Academy of Advertising.(為通訊作者), 2018
2018	Jhih-Syuan Lin;Kuan-Ju Chen, 2018, 'Examining the antecedent and consequences of consumer engagement with visual branded content on Pinterest, ' the Global Marketing Conference, Global Alliance of Marketing & Management Associations.(為通訊作者), 2018
2018	Kuan-Ju Chen;Chia-Tung Chao, 2018, 'Examining the effects of motivational usage for Instagram on brand engagement: The mediating role of advertising value, ' the annual conference of the Taiwan Marketing Research Association, Taiwan Marketing Research Association.(為通訊作者), 2018
2017	Kuan-Ju Chen, 2017, 'Humanizing the brands: An examination of the antecedents and consequences of anthropomorphism, ' the International Conference on Research in Advertising, European Academy of Advertising.(為通訊作者), 2017
2016	Jhih-Syuan Lin;Kuan-Ju Chen, 2016, 'Understanding the effect of social television on TV banding: A uses and gratifications Perspective, ' the annual conference of the Chinese Communication Society, Chinese Communication Society.(為通訊作者), 2016
2016	Kuan-Ju Chen;Jooyoung Kim, 2016, 'Brand anthropomorphization: An examination of the process of anthropomorphism and the anthropomorphism effects on advertising and brand outcomes, ' the annual conference of the European Marketing Academy, European Marketing Academy.(為通訊作者), 2016
2015	Joe Phua;Po-Lin Pan;Kuan-Ju Chen, 2015, 'Fan identification and brand preferences on social media sites: Effects of BIRGing and CORFing on sport fans' evaluations of endorsed brands, ' the American Academy of Advertising Conference, American Academy of Advertising.(為通訊作者), 2015
2015	Jhih-Syuan Lin;Yongjun Sung;Kuan-Ju Chen, 2015, 'Stay of Leave: Examining the effect of brand identity fusion on consumers’ responses to brand transgressions, ' the Association for Consumer Research Conference, Association for Consumer Research.(為通訊作者), 2015
2015	Jhih-Syuan Lin;Kuan-Ju Chen;Yongjun Sung, 2015, 'How Pinteresting! Exploring global brands’ visual brand identity strategies, ' the Association for Consumer Research Conference, Association for Consumer Research Conference.(為通訊作者), 2015
2015	Jhih-Syuan Lin;Kuan-Ju Chen, 2015, 'Brand personification: An examination of the antecedents and consequences of consumer anthropomorphism, ' the annual conference of the Chinese Communication Society, Chinese Communication Society.(為通訊作者), 2015
2014	Kuan-Ju Chen;Jooyoung Kim;Jhih-Syuan Lin, 2014, 'Exploring source effects of Facebook posts: The importance of affective and cognitive elaborations in attitude formation, ' the American Academy of Advertising Conference, American Academy of Advertising.(為通訊作者), 2014
2014	Kuan-Ju Chen;Jhih-Syuan Lin, 2014, 'An empirical examination of viewers' TV show commitment and social TV uses in TV show-viewer relationships, ' the annual conference of the Chinese Communication Society, Chinese Communication Society.(為通訊作者), 2014
2013	Kuan-Ju Chen, 2013, 'The role of cultural identity in self-expressive identification on social media, ' the Southeastern Chinese Young Scholar Research Symposium, Southeastern Chinese Scholar Association.(為通訊作者), 2013
2013	Kuan-Ju Chen;Soobin Bae;Stephen Morgan;Stephanie Stevens;Jung Min Hahm;Leonard N. Reid, 2013, 'A content analysis of replications in consumer behavior journals, 1992-2011, ' the American Academy of Advertising Global Conference, American Academy of Advertising.(為通訊作者), 2013
2013	Kuan-Ju Chen;Jhih-Syuan Lin;Jung Hwa Choi;Jung Min Hahm, 2013, 'Would you be my friend? The uses of brand personification on Facebook for developing consumer-brand relationships, ' the American Academy of Advertising Global Conference, American Academy of Advertising.(為通訊作者), 2013
2013	Jhih-Syuan Lin;Kuan-Ju Chen;Yongjun Sung, 2013, 'Forgiving brand failures: The role of brand relationship commitment, ' the Frontiers in Service Conference, Frontiers in Service.(為通訊作者), 2013
2013	Kuan-Ju Chen, 2013, 'Critical political economy on social media: The power of audience, ' the annual conference of the Chinese Communication Society, Chinese Communication Society.(為通訊作者), 2013
2013	Kuan-Ju Chen;Joe Phua, 2013, 'Does culture matter in sport? The moderating role of cultural identity in self-expressive identification and sport engagement, ' the annual conference of the Association for Education in Journalism and Mass Communication, Association for Education in Journalism and Mass Communication.(為通訊作者), 2013
2012	Harmut Koenitz;Kuan-Ju Chen, 2012, 'Genres, structures and strategies in interactive digital narratives: Analyzing a body of works created in ASAPS, ' the International Conference on Interactive Digital Storytelling, Interactive Digital Storytelling Association.(為通訊作者), 2012
2012	Raluca Cozma;Kuan-Ju Chen, 2012, 'Breaking tweets: Foreign correspondents’ uses of Twitter, ' the annual conference of the International Studies Association, International Studies Association.(為通訊作者), 2012
2012	Kuan-Ju Chen, 2012, 'Evaluation of the theory of planned behavior, ' the annual conference of the Association for Education in Journalism and Mass Communication, Association for Education in Journalism and Mass Communication.(為通訊作者), 2012
2011	Raluca Cozma;Kuan-Ju Chen, 2011, 'Congressional candidates’ use of Twitter during the 2010 midterm elections: A wasted opportunity?, ' the annual conference of the International Communication Association, International Communication Association.(為通訊作者), 2011

計畫類別	年度	計畫名稱	參與人	職稱/擔任之工作	計畫期間	補助/委託或合作機構
科技部	115	冷靜邏輯還是溫暖同理？AI驅動行銷中人工共感的雙路徑理論框架(2/2)	陳冠儒	計畫主持人	2027.08 ~ 2028.07	國科會
科技部	115	冷靜邏輯還是溫暖同理？AI驅動行銷中人工共感的雙路徑理論框架(1/2)	陳冠儒	計畫主持人	2026.08 ~ 2028.07	國科會
非科技部	114	生態圈發展及應用-點數經濟與點數投資之行銷與適法性研究計畫	周冠男,陳冠儒,陳鴻毅	共同主持人	2025.12 ~ 2026.07	統一綜合證券股份有限公司
科技部	113	探究觀點取替機制的影響力：人工智慧聊天機器人於品牌過失效益之研究(2/2)	陳冠儒	計畫主持人	2025.08 ~ 2026.07	國科會
科技部	113	探究觀點取替機制的影響力：人工智慧聊天機器人於品牌過失效益之研究(1/2)	陳冠儒	計畫主持人	2024.08 ~ 2026.07	國科會
科技部	112	消費者心理擁有感重要嗎？探討內在心理傾向的調節效果之研究	陳冠儒	計畫主持人	2023.08 ~ 2025.05	國科會
科技部	111	從擬社會認同至跨擬社交關係：深入探究影響者行銷之現象	陳冠儒	計畫主持人	2022.08 ~ 2023.10	國科會
科技部	107	你會原諒我嗎?探索擬人論與觀點取替心理機制於消費者寬恕品牌過失之行為研究(2/2)	陳冠儒	計畫主持人	2019.08 ~ 2021.01	國科會
科技部	106	人性化品牌：探究消費者心理傾向對於擬人觀機制行使與品牌評估之影響	陳冠儒	計畫主持人	2017.08 ~ 2018.07	國科會
科技部	105	族群認同在自我類別化過程及贊助式行銷反應所扮演之角色：探究台灣「林來瘋」現象	陳冠儒	計畫主持人	2016.08 ~ 2017.10	國科會
科技部	104	品牌擬人化：消費者擬人觀建構過程與其對廣告、品牌影響力之探究	陳冠儒	計畫主持人	2015.12 ~ 2017.01	國科會

國家	學校名稱	系所	學位	期間
美國	美國喬治亞大學	大眾傳播研究所	博士	2011.08 ~ 2015.05
	美國愛荷華州立大學	新聞與傳播研究所	碩士	2009.09 ~ 2011.08
	國立彰化師範大學	英語學系	學士	2004.09 ~ 2008.06

經歷類別	服務機關名稱	單位	職務	期間
校內本職	政治大學	企業管理學系	副教授	2021.08 ~ 迄今
校內本職	政治大學	企業管理學系	助理教授	2019.08 ~ 2021.08