簡介
於荷蘭格羅寧根大學獲得行銷學博士學位，並取得社會學研究碩士學位。並擁有國立高雄師範大學成人教育碩士學位以及國立成功大學工商管理學士學位。曾於英國利茲大學和薩里大學擔任助理教授，專注於行銷和零售管理領域的教學與研究。
研究範疇主要集中在行銷策略、廣告效果以及多渠道效益等領域。曾擔任清華大學圖書館委員。
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近期研究
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Liao, Hui-Ping (Helena), Yi-Chun Ou, and Pei-Fang Hsu. 2025. “Enduring Connections: Recurring Customer Journey through IT-enabled Proactive Post-sales Service (PPS),” the EMAC annual conference 2025 (European Marketing Academy) in Madrid.
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Vieira, Valter A., Diego Nogueira Rafael, and Yi-Chun Ou (2024), "Relative Importance of Competing Marketing Strategies on Different Customer Metrics," European Journal of Marketing, upcoming.
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Bowen, Karen T., Giuseppe Musarra, and Yi-Chun Ou (2022), "How and When Narcissism and Faith in Humanity Drive Sustainable Consumption," Psychology & Marketing, 39(9), 1706-1724.