Education

2005.08-2009.12   Ph.D., Consumer Behavior, Purdue University
1997.09-1999.06   Master, Medical Management, Chang Gung University
1993.09-1997.06   Bachelor, Management, National Taiwan University

Working Experiences

2015.06 - Present   Associate Professor, Department of Marketing, Renmin University of China
2009.09-2015.06   Assistant Professor, Department of Marketing, Renmin University of China
2005.08-2008.12   Research / Teaching Assistant, Purdue University
2002.09-2005.06   Research / Teaching Assistant, Institute of Business Studies, National Taiwan University
2001.05-2002.02   Marketing Specialist, Taiwan Fixed Network Company

Consumer Behavior

Principles of Marketing, Consumer Behavior, Seminar on Consumer Behavior

Papers

Selected Academic Articles:

Tang, X., Zeng, P., Sun, B., Chang, E.-C. and Mei, F. (2022), "Humanoid intelligent robot (HIR) situation: Research on the formation and influence of social value level substitution cha-xu pattern", (forthcoming) Nankai Business Review International (DOI: https://doi.org/10.1108/NBRI-01-2022-0001)

Chang, E.-C. , Xie, C., & Fan, X. “Defending the rules: How witnessing immoral behaviors influences boundary preference.”(forthcoming) Journal of Business Research (DOI: https://doi.org/10.1016/j.jbusres.2021.10.021)

Chang, E.-C., Wen, B., & Tang, X. (2021) “The effect of winning-losing perception on consumers’ variety-seeking behavior.” European Journal of Marketing, 55(6), 1624-1642. (DOI: https://doi.org/10.1108/EJM-07-2019-0565).

Wen, B., & Chang, E.-C. (2019) “The effect of winning-losing perception on consumers’ risk preference.” Journal of Marketing Science, 15(3):78-93.

Chang, E.-C., Chou, T.J., Huang, C., & Wang, X. (2016) “The categories, rules, and demonstrations of guanxi in Chinese society.” Journal of Business-to-Business Marketing, 23(4), 311-325. (SSCI);

Chou, T.J., Chang, E.-C., Zheng, Y., & Tang, X. (2016) “What makes consumers believe: the impacts of priming and sequential service experiences on consumer emotions and willingness to pay.” Journal of Services Marketing, 30(1), 115-127. (DOI: http://dx.doi.org/10.1108/JSM-02-2014-0077) (Class C, SSCI);

Fan, X., Chang, E.-C., Wegener, D. (2015) “Two- or one-dimensional view of arousal? Exploring tense and energetic arousal routes to consumer attitudes.” European Journal of Marketing, 49(9/10), 1417-1435. (Class B, SSCI);

Yan, H., Chang, E.-C., Chou, T.J., & Tang, X. (2015) “The over-categorization effect: How the number of categorizations influences shoppers’ perceptions of variety and satisfaction.” Journal of Business Research, 68(3), 631-638. (DOI: http://dx.doi.org/10.1016/j.jbusres.2014.08.008) (Class B, SSCI);

Chang, E.-C., Lv, Y., Chou, T.J., He, Q., & Song, Z. (2014) “Now or later: Delay’s effects on post-consumption emotions and consumer loyalty.” Journal of Business Research, 67(7), 1368-1375. (DOI: 

http://dx.doi.org/10.1016/j.jbusres.2013.08.016) (Class B, SSCI);

Chang, E.-C., Chou, T.-J. (2014) “"Express" or "Hint" - The Environmental Consideration of Print Advertisement.” . PKU Business Review, 125, 80-87. (College C*);

Chang, E.-C. & Fan, X. (2013) "More promoters and less detractors: Using generalized ordinal logistic regression to identify drivers of customer loyalty." International Journal of Marketing Studies, 5(5), 12-23;

Fan, X, Chang, E.-C., Zhang, M., & Zhang, Y. (2013) “The influence of negative information from a co-brand: The moderating roles of invol

Book

Case “B2C E-commerce Planning: EEWIN”(2012)，co-developed with Professor Chun-Yao Huang, College of Management, National Taiwan University

Participated in the modification of textbook, Marketing Guide, 6th Edition (China Renmin University Press) (2017)

Honors and Awards

2017     Outstanding Advisor of the 2017 Undergraduate Thesis of Renmin University of China;
2016 Ten Teaching Models of Renmin University of China
2015 First Prize, Best Presentation Award of the 8th Session Young Teachers' Basic Teaching Skills Competition of Renmin University of China
2014.12  The Best Undergraduate Teacher of the Renmin Business School, Renmin University of China
2014.12  Guiding the undergraduate “Mengmeng Jiajia” Team to win the Third Prize of Beijing College Students' Entrepreneurship Design Competition.
2014.10  Guiding the undergraduate “Mengmeng Jiajia” Team to win the Third Place in the Beijing College Students' Entrepreneurship Design Competition.
2013    Ting-Jui Chou, En-Chung Chang, Zhixing Zhao. The Hidden Structure of Consumer Store Behavior: A Case Study on the Moderating Effect of Gender. Excellent Paper on the Annual Academic Meeting of JMS and Ph.D. Forum in 2013, Beijing.
2013     Excellent Teaching Award of Renmin University of China in 2013
2011    Outstanding Advisor of Bachelor Degree Dissertation between 2010-2011, Renmin University of China
2011     Excellent Social Service Individual of the Renmin Business School, Renmin University of China
2010     Excellent Social Service Individual of the Renmin Business School, Renmin University of China