Pei-Yu Chien

Dr. Pei-Yu Chien completed her Ph.D. in Marketing from the University of New South Wales (UNSW), Sydney, Australia. She previously served as a Lecturer - Education Focused at UNSW, where she managed the postgraduate online course “Managing Customer Analytics.” Additionally, she worked as a tutor at both UNSW and the University of Sydney (USYD), teaching courses such as Customer Analytics, Marketing Analytics and Big Data, and Marketing Research.
 

Currently, Dr. Chien is an Assistant Professor at the Institute of Technology Management, National Tsing Hua University. Her research interests include Marketing Strategy, Retail Management, Retail Assortments, Disruptive Innovation, Network Analysis, Big Data Analysis, Pricing and Product Strategy in the retail industry, Online Customer Reviews, and Live Streaming Marketing. Her recent research projects, funded by the NSTC, explore research topics such as “2023, Way to success in live streaming e-commerce: the effect of customer engagement and live streamers' linguistic style on sales performance, NSTC.” and “ 2021-2022, Incumbent retailers' pricing and product response strategies: Evidence from Wal-Mart entry, NSTC.”
 

In her teaching role, Dr. Chien delivers courses such as “Technology Marketing,” “E-commerce and Retailing Management,” “Business Data Analytics,” and “Research Methods (Quantitative Section).” She is dedicated to integrating her research expertise into the classroom to equip students with both practical and theoretical skills.