Mengkuan Lai

Associate Professor
Email: mklai@mail.ncku.edu.tw
TEL: +886 (06) 275-7575 #53342

Education:
Ph.D. in Consumer Science and Retailing, Purdue University, West Lafayette, IN, USA
M.S. in Department of Psychology, Illinois State University, Normal-Blommington, IL, USA
B.A. in Psychology, National Chenchi University, Taipei, Taiwan

Course Tought:
Marketing management
Consumer behavior
Questionnaire design
Psychology apply in work
Marketing research
Human resource management

Publication
A. Referred Journal Papers

Lai, M. & Huang, Y. (2010). Can learning theoretical approaches illuminate the ways in
which advertising games effect attitude, recall, and purchase intention. International
Journal of Electronic Business Management.

Cheng, C., Lai, M., & Wu, W. (2009). Exploring the impact of innovation strategy on R&D
employees’ job satisfaction: A mathematical model and empirical research.
Technovation, 30, 459–470 [SSCI]

Tsai, M. T., Lai, M. & Chen, C. (2009). An examination of new product development:
Strategies and brand equity approaches for retailers. International Journal of Service
and Technology Management, 11 (4), 355-373.

Lai, M, Wu, W., & Lin, S. (2008). A Qualitative Approach for Conceptualizing Consumer
Decision-Making in Online Auctions. Advanced in Consumer Research, 35, 319-324.

Lai, M. & Kuo, C. (2007). Preventing piracy use intention by rectifying self-positivity bias.
International Journal of Social Behavior and Personality, 35 (7), 961-974. [SSCI]

Lai, M. & Chen, Y. (2006). The effect of store name composition on consumers’ perceptions
toward click-and-mortar. Asia Pacific Management Review, 11(3), 195-204. [TSSCI]

Wu, W. Yu., Tsai, H.J., Cheng K. Y. & Lai, M. (2006). Assessment of intellectual capital
management in Taiwanese IC design companies: Using DEA and the Malmquist
Productivity Index. R&D Management, 36(5), 531-545. [SSCI]

Warden, C. A., Lai, M. & Wu, W. Y. (2003). How World-Wide is Marketing Communication
on the World Wide Web? Journal of Advertising Research, 42 (5), 72-84. [SSCI]

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Yeh, Q. & Lai, M. (2001). Advancement intention and job attitudes—A study on the career
setting of high-tech engineers in Taiwan. R&D Management, 31 (1), 51-62.

Chen, C. N., Lai, M., & Tarn, D. (1999). Feminism orientation, product attributes and
husband-wife decision dominance: A Taiwan-Japan cross-cultural study. Journal of
Global Marketing, 12 (3), 23-40. [ABI]

_____ (1999). Measuring the female role portrayals in advertising for marketing purpose:
Taxonomy construction and a n empirical study in Taiwan. Pan-Pacific Management
Review, 2 (2), 239-258.

(1997). Feminism orientation, product attributes, and husband-wife relative influence

on family purchase decision: An empirical study in Taiwan. Pan-Pacific Management
Review, 1 (1), 99-111.

Trappey, C. V. & Lai, M. (1997). Differences in factors attracting consumers to Taiwan's

supermarkets and traditional wet market. Journal of Family and Economic Issues, 18 (2),
211-224.

. (1996). Retailing in Taiwan: Modernization and emerging of new formats.

International Journal of Retail and Distribution Management, 24 (8), 31-38. MCB
University Press. Emulad

Lai, M. & Widdows, R. (1993). Determinants of consumers’ perceptions of service quality:

A preliminary study. Journal of Consumer Satisfaction, Dissatisfaction, and
Complaining Behavior, 6, 166-174. [ABI]

賴孟寬、蕭鈺蓉（民九十二）。廣告出現位置、品牌熟悉度、廣告擷取線索、廣告涉入
程度對競爭性廣告干擾程度的影響。廣告學研究，第二十集，97-123 頁。

賴孟寬、劉淑凰（民九十）。台灣近代廣告文化訴求趨勢與不同文化訴求對情感激起度、
廣告態度的影響。管理學報，第十八卷第三期，377-394 頁。[SSCI]

賴孟寬、蔡逸武（民八十九）。情緒引發之資訊可觸性對自我正向偏誤及風險評估方式
之影響。亞太管理評論，第五卷第三期，259-272 頁。

譚大純、陳正男、賴孟寬（民八十九）。生活型態量表之適合度檢驗、因素重組與趨勢
比較：以ICP生活型態量表為例。調查研究，第八期，79-102 頁。

賴孟寬、李勝祥（民八十六）。品牌特性與產品知識對上市延伸產品購買意願之影響。
亞太管理評論，第二卷第一期，99-122 頁。 (NSC 85 – 2416 – H006 - 001)

B. Referred Conference Papers

Lai, M., Wu, W. Y., & Lin, S. M. (2007). A Qualitative Approach for Conceptualizing
Consumer Decision-Making in Online Auctions. Advances in Consumer Research
(upcoming).

Lai, M. (2006). The impact of new product strategies on consumers’ behavior. The
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 proceedings of the 5th International Conference on Research in Advertising.

Lai, M. (2006). The impact of web equity and brand equity on online purchase. Asia Pacific
Management Conference XII -2006, p.933-939

Lai, M. & Tsai, D. (2006). The effect of product placement on attitude toward advertised
product. MIC 2006 Proceedings, p. 1991 – 2000

& Liu, S. (2002). The relationship between advertising cultural appeals and
socio-economic factors: A case of print ads in Taiwan. Proceedings of the 2002
Society for Consumer Psychologist Winter Conference, 47-55.

& Hsu, H. (2003). The influence of attitude, subjective norm, and perceived
behavioral control on individuals’ E-coupon usage intention and behaviors. Proceedings
of the 5th Biennial Asain Consumer and Family Economics Association Meeting. (p.
196-206)

Lai, M. (2005), “Is Web Site Equity or Brand Equity More Influential on Attitudes and
Online Purchase Intention?” Proceedings of the 8th Chinese Culture and Management.

Lai, M. (2004). Do co-branding products increase consumers’ purchase behavior in Taiwan?

Asia Pacific Advances in Consumer Research, p.89-95

& Lyu, W. (2003). The effects of product categories and advertising appeals on the web.
Advertising hierarchy of effects: A banner advertising case. Proceedings of the 9th Asia
Pacific Management Conference. (p. 25-34)

Lai, M., & Trappey, C. (1999). The impact of brand reputation and reference price on
perceived risk. Proceedings of the 3rd Biennial Asian Consumer and Family
Economics Association Meeting (p. 197-203).

(1995). Perceptions of supermarket service in Taiwan: A critical incident application.

Proceedings of the 1st Biennial Asian Consumer and Family Economics Association
Meeting (p. 160-168).

Yeh, Q. & Lai, M. (1998). A link between the advancement career anchor and the job
attitudes of high tech engineers. The 1998 INFORMS Seattle Fall Meeting.

Chen, C. N., Lai, M., & Tarn, D. (1996). A comparative study of husband-wife relative
influence on family purchase decision between Taiwanese and Japanese families: From
the views of product attributes and feminism orientation. Proceedings of the 7th
International Conference on Comparative Management (p. 245-253).

Chen, C. N., Lai, M., & Tarn, D. (1996). The relationship between feminism orientation,
product attributes, and husband-wife relative influence on purchase decision: An
empirical study of Taiwanese families. Proceedings of the Restructuring for Global
Production, Service Needs, and Markets: Business Strategy and Policy Development for
a Global Economy and Projections for the Twenty First Century (p. 345-351).

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Chen, C. N., Lai, M., & Tarn, D. (1995). A cross-culture comparison of husband-wife
influence on family purchase decision between Taiwanese and Japanese: From the
perspectives of feminism orientation and production attributes. Proceedings of the 1st
Asian Consumer and Family Economics Association Meeting (p. 76-85).

Kang, H. H., & Lai, M. (1996). Demand forecast for the Mainland China automobile market:
An application of regression analysis. Proceedings of the 4th Annual International
Conference on Global Business Environment and Strategies.

Kang, H. H., & Lai, M. (1995). An empirical study on the imported cars market in Taiwan:
Simultaneous equations models. The 103rd Annual Convention of American
Psychological Association.

Kang, H. H., & Lai, M. (1995). An empirical study on the determinants of price and
quantity for the small passenger car market in Taiwan. Proceedings of the Fifth
Symposium on Cross-Cultural Consumer and Business Studies (p.317-324).

Lai, M. (1995). The development of consumerism in Taiwan. Proceedings of the 1st Asian
Consumer and Family Economics Association Meeting.

Trappey, C. V., & Lai, M. (1995). Consumer perceptions of Taiwan's supermarkets and
traditional markets. Proceedings of the 1st Asian Consumer and Family Economics B
Association Meeting (p. 45-61).

Lai, M., & Heslin, R. (1994). Determinants of Consumers' perception of service quality.
Proceedings of the 2nd Annual International Conference on Global Business
Environment and Strategies (p. 447-459).

Lai, M., & Zhong, L. X. (1992). The effects of regional differences on the debt burden of
young households. Proceedings of the Association for Financial Counseling and
Planning Education 1992 Conference (p. 225-235).

Widdows, R., Feinberg, R., & Lai, M. (1991). Different kinds of consumer service for
different product line? Proceedings of the SOCAP 1991 Spring Conference (p. 67-69).

賴孟寬（民九十六）。產品創新與品牌對品牌組合延伸產品接受度的影響。第十屆兩岸
中華文化與經營管理學術研討會。(C14-1至C14-5)。

賴孟寬（民九十）。商店氣氛、產品屬性、情感以及涉入對購買行為的影響。第五屆兩
岸中華文化與經營管理學術研討會。 (NSC 89 – 2416 –H – 006 - 018)

賴孟寬 (民八十九)。產業特質、生活型態與顧客滿意度指標之研究-以電信產業為例。
第四屆兩岸中華文化與經營管理學術研討會（p. 4E-1 至 4E-8 ）。(NSC 88 –
2416 –H – 006 - 017)

、呂允中 (民八十八)。互動式多媒體的特性對於廣告價值、廣告態度、品牌態度、
以及購買意願的影響。第一屆亞太管理學術研討會論文集(p. 509-518)。

、李青峰 (民八十八)。產品涉入、品牌權益與市場特性對品牌評估與選擇的影響

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 ---以筆記型電腦為例。第一屆亞太管理學術研討會論文集(p. 547-560)。

、蔡逸武 (民八十八)。情緒引發之資訊可觸性對自我正向偏誤及風險評估方式之
影響。第一屆亞太管理學術研討會論文集(p. 1407-1418)。

、劉淑凰 (民八十八)。台灣近代廣告文化訴求趨勢與不同文化訴求對情感激起度、
廣告態度之影響。第三屆兩岸中華文化與企業管理學術研討會(p. 4-10)。

C. Book

李再長、徐強、陳彰儀、胡國強、賴孟寬、張怡筠（民八十六）。 工商心理學(Industrial
and Organizational Psychology)。 台北縣蘆洲鄉： 空大。