黃桂花博士 Dr. Guei-Hua Huang

900 屏東市民生東路51號

08-7663800 #31645

ghuang@mail.nptu.edu.tw

學歷

中山大學企業管理學系 博士
英國諾丁漢大學 Msc International Business 碩士
淡江大學英國語文學系 學士

研究興趣

服務業行銷、網路行銷、消費者福祉、AI與消費行為

學術著作(期刊論文)

  • Guei-Hua Huang & Yung-Jan Cho (2025). Does cultural distance matter? A decision tree machine-learning exploration on international travellers’ destination choices. Journal of Destination Marketing & Management, 38,101039
    http://doi.org/10.1016/j.jdmm.2025.101039
    [SSCI, Q1, IF:7.4, journal rank 36/420, Management, 第一作者]
  • Sun, L.-H., Huang, G.-H., Sann, R., Lee, Y.-C., Peng, Y.-T., & Chiu, &Y.-M. (2022). Too much service? The conceptualization and measurement for restaurant over-service behavior. Journal of Hospitality and Tourism Management, 53, 81–90.
    https://doi.org/10.1016/j.jhtm.2022.07.020
  • Huang, G.-H., Chang, C.-T., Bilgihan, A., & Okumus, F. (2020). Helpful or harmful? A double-edged sword of emoticons in online review helpfulness. Tourism Management, 81, 104135.
    https://doi.org/10.1016/j.tourman.2020.104135
    [SSCI, Q1, IF:12.4, rank:7/420,第一作者]
  • Huang, G.-H., Korfiatis, N., & Chang, C.-T. (2018). Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation. Journal of Business Research, 85, 165–174.
    https://doi.org/10.1016/j.jbusres.2017.12.008
    [SSCI, Q1, IF:9.8, rank: 14/316,第一作者]
  • Huang, G. -H. & Korfiatis, N. (2015). Trying before buying: The moderating role of online reviews in trial attitude formation towards mobile applications. International Journal of Electronic Commerce, 19 (4), 77–111.
    https://doi.org/10.1080/10864415.2015.1029359
    [SSCI, Q2, IF: 3.8, rank: 115/316, Business第一作者]
  • Chang, H. -H., Tsai, Y. -C., Chen, S. -H., Huang, G. -H. & Tseng, Y. -H. (2015). Building long-term partnerships by certificate implementation: A social exchange theory perspective. Journal of Business and Industrial Marketing, 30 (7), 867–879.
    DOI:10.1108/JBIM-08-2013-0190
    [SSCI, Q2, IF: 4.3, rank: 101/316, Business, 第四作者]

學術著作(研討會發表)

  • Guei-Hua Huang (2026, July) When Chatbots Fail: How Anthropomorphism and Failure Attribution Shape Service Recovery Outcomes. American Marketing Science World Marketing Congress (AMSWMC), Vilnius, Lufthansa
  • Guei-Hua Huang (2026, May) Humor or Seriousness? Exploring Robot Recovery Styles, Anthropomorphism, and Customer Forgiveness in Service Failure Contexts, Asia-Pacific Council on Hotel, Restaurant, and Institutional Education (APacCHRIE),Osaka, Japan
  • Guei-Hua Huang, Yi-Chieh Lin, Yanyu Chen & Yi-Ting Hsiao (2025, May) The Effect of Language Assertiveness, Singular/Plural Personal Pronouns, and Self-Construal on the Persuasiveness of Online Reviews, Asia-Pacific Council on Hotel, Restaurant, and Institutional Education (APacCHRIE), Chiang Mai, Thailand (presented)  OK
  • Guei-Hua Huang, Yi-Chieh Lin, Yanyu Chen & Yi-Ting Hsiao (2025, May) The Role of AI Chatbot Anthropomorphism and Failure Attribution in Online Service Recovery, Asia-Pacific Council on Hotel, Restaurant, and Institutional Education (APacCHRIE), Chiang Mai, Thailand
  • Guei-Hua Huang (2025, July) Being Eco-Friendly When Packing Your Gifts: The Interactive Effect of Package Type, Self-esteem, and Power perception American Marketing Science World Marketing Congress (AMSWMC), Dijon, France
  • Guei-Hua Huang & Chung-Hsien Hsieh (2024, August) The Effect of Smiley Presence in Two-sided Online Reviews American Marketing Association Summer Conference (AMA), Boston, USA
  • Guei-Hua Huang & Chung-Hsien Hsieh (2024, May) The Effect of Smiley Presence in Two-sided Online Reviews Asia-Pacific Council on Hotel, Restaurant, and Institutional Education (APacCHRIE) 亞太酒店餐飲教育學會Annual Conference, Seoul, Korea
  • Guei-Hua Huang, Yung-Jan Chuo, & Chung-Hsien Hsien (2024, May)  A Decision Tree Machine-Learning Exploration on International Travellers’Destination Preferences Asia-Pacific Council on Hotel, Restaurant, and Institutional Education (APacCHRIE) Annual Conference, Seoul, Korea
  • 黃桂花 & 潘姵蓁 （2023, Dec）社會距離與補償類型以及失誤歸因對滿意度之影響.國立臺北商業大學學術論壇-經營與管理實務研討會, Taipei, Taiwan.
  • Guei-Hua Huang; Yung-Jan Chuo (2023, Jul). Does Cultural Distance Matter? A Decision Tree Machine-Learning Exploration on International Travellers’ Destination Preferences. The Conference of the Academy of Marketing Science (AMS) World Marketing Congress, Canterbury, UK
  • Guei-Hua Huang, Cheng-Ta Ling,& Jia-Ci Huang (2022, Nov). AI-enabled chatbots humanness: The role of social distance and message interactivity on customer service satisfaction. International Conference on Service Science and Innovation, Kaohsiung, Taiwan
  • 黃宜家 ＆ 黃桂花（2022）社會距離對送禮包裝選擇的影響. 2022年第23屆永續發展管理研討會, 屏東, 台灣 （線上）
  • Guei-Hua Huang & Yung-Jan Chuo (2021, Oct). International Traveler’s Destination Choice: Exploration Through a Decision Tree Machine-learning Method (Poster Section). Informs Annual Meeting, Anaheim, California, U.S.A. (Physical & Virtual)

證照

  • 阿里巴巴跨境電子商務規劃師
  • TQC 物聯網智慧應用及技術認證考試
  • 自媒體產業知識認證
  • 物流運籌人才-物流管理認證