Thompson Rivers University
Thompson Rivers University

Che-Hui (Eric) Lien

Che-Hui (Eric) Lien

Che-Hui (Eric) Lien

Name: Dr. Che-Hui (Eric) Lien
Position: Associate Professor
Phone: 250-3776149

Research Interests

Services Marketing, Market Segmentation, Internet Marketing, Social Media Marketing, Marketing Analytics, Branding, Cross-Culture Marketing, Retailing in the Emerging Markets


1. Ph.D., Marketing
Sprott School of Business (AACSB Accredited)
Carleton University, Canada

2. MBA
Graduate Institute of International Trade
College of Commerce (AACSB Accredited)
National ChengChi University, Taiwan

3. BBA
Department of Statistics
College of Management (AACSB Accredited)
National Cheng Kung University, Taiwan


Referred Journal Publications

(1) Wu, J. J., Lien, C. H., Mohiuddin, M., Chien, S. H., & Yang, X. J. (2016). The effects of smartphone users??? core self-evaluations and stickiness on intentions to download free social media apps. Journal of Decision Systems, 25(3), 1-10. (EI, ABDC: B).

(2) Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust, and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. (TSSCI; ABDC: C)

(3) Yeh, I. C., Lien, C. H., & Ting, T. M. (2015). Building multi-factor stock selection models using balanced split regression trees with sorting normalization and hybrid variables. International Journal of Foresight and Innovation Policy, 11(1), 48-74. (ABDC: C)

(4) Lien, C. H., & Cao, Y. (2014). Examining WeChat users??? motivations, attitudes, trust, and positive WOM: Evidence from China. Computers in Human Behavior, 41(Dec), 104-111. (SSCI, IF: 2.273; ABDC: B) (This article has been downloaded or viewed more than 4632 times since publication).

(5) Lien, C. H., Wu, J. J., Chen, Y. H., & Wang, C. J. (2014). Trust transfer and the effect of service quality on trust in the healthcare industry. Managing Service Quality, 24(4), 399-416. (SSCI; ABDC: A) (Give permission to American Psychological Association to reproduce the measures of Table 2 (p. 407-408) on PsycTESTS)

(6) Song, W., Lien, C. H., & Gill, A. (2011). A preliminary consumer study on the beef market in Canada. International Journal of Strategic Change Management, 3(4), 323-335. (ABDC: C)

(7) Lien, C. H., Wen, M. J., & Wu, C. C. (2011). Investigating the relationships among E-service quality, perceived value, satisfaction, and behavioral intentions in Taiwanese online shopping. Asia Pacific Management Review, 16(3), 211-223. (TSSCI; ABDC: C)

(8) Yeh, I. C., Lien, C. H., & Tsai, Y. C. (2011). Evaluation approach to stock trading system using evolutionary computation. Expert Systems with Applications, 38(1), 794-803. (SCI, IF: 1.965)

(9) Yeh, I. C., Lien, C. H., Ting, T. M., Wang, Y. Y., & Tu, C. M. (2010). Cosmetics purchasing behavior: An analysis using association reasoning neural networks. Expert Systems with Applications, 37(10), 7219-7226. (SCI, IF: 1.965)

(10) Wen, M. J., Lien, C. H., Wu, K., & Wu, C. C. (2010). Modeling retail managers??? perceptions of logistics services: An empirical study of 7-eleven outlets in Taiwan. Asia Pacific Management Review, 15(3), 313-324. (TSSCI; ABDC: C)

(11) Yeh, I. C., Lien, C. H., Liu, C. H., & Ting, T. M. (2009). Applications of Web mining for marketing of online bookstores. Expert Systems with Applications, 36, 11249-11256. (SCI, IF: 1.965)

(12) Yeh, I. C., & Lien, C. H. (2009). The comparisons of data mining techniques for the predictive accuracy of probability of default of credit card clients. Expert Systems with Applications, 36, 2473-2480. (SCI, IF: 1.965)

(13) Lien, C. H., Ramirez, A., & Haines, G. (2006). Capturing and evaluating segments: Using self-organizing maps and k-means in market segmentation. Asia Journal of Management and Humanity Science, 1, 1-15. (leading article)

(14) Lien, C. H. (2002). The study of information technology outsourcing decision and alliance management. Journal of Fortune Institute of Technology, 9(Sep), 393-413.

Courses Taught

Marketing Research, Business-to-Business Marketing, International Marketing, Advanced Marketing Management (MBA), Introduction to Marketing, Services Marketing, International Business, Strategic Management