Faculty and ResearchExpert Guide

Education

• Doctor, Business Administration Management
  Argosy University, Sarasota, Florida
• Master, Business Administration
  California State University, San Bernardino, California
• Bachelor, Business Administration
  Eastern Washington University, Cheney, Washington

Areas of Expertise

• Consumer Behavior
• International Marketing
• Marketing

Professional Activities

Dr. Chen's research interest focuses on Consumer Behavior and International Marketing.

She has taught at the undergraduate and graduate levels, including classes in Introduction to Marketing, Consumer Behavior, Research Methods, Marketing Strategies, International Marketing, and Corporate Simulation.

She also has extensive professional experience in project management for McWay Enterprise Cooperation, Taiwan and China, Maw Chang Optical Company, Taiwan, and the Global Federation of Chinese Business Women.

Courses Taught

• Consumer Behavior
• Corporate Simulation
• International Marketing
• Introduction to Marketing
• Marketing Channels
• Marketing Management in the Global Environment
• Marketing Research I
• Marketing Research II
• Marketing Strategy
• Special Topics in Marketing
• Tools for Managing Marketing Information

Refereed Journal Articles

Chen, V. Y., Chang, C., & Chen, P. (2019). The Influence of Self-esteem, Self-other and Embarrassment Avoidance on Purchase Intention. Journal of International Management Studies, 14(1).

Chen, V. (2018). The Influence of Resale Reference Prices on Consumer Purchase Decisions. Journal of International Management Studies, 13(1). View Article

Chen, V., Chang, C., & Chiu, Y. (2018). The Effect of Perceptual Fluency and Self-Confidence on the Frames of Tourism Decisions. International Journal of Economic Research, 15(2). View Article

Chen, Y. V., & Chen, P. C. (2014). International Brand Management and Strategy: Apparel Market in China. Journal of Global Business Management, 10(1).

Chen, Y. V., Chen, P., & Lin, K. (2013). Global Brands Perceptions: The Apparel Industry in China. Journal of International Management Studies, 8(1).

Chen, Y. V., Chen, P. C., & Lin, K. T. (2012). Gender differences analysis cross-culturally in decision-making styles - Taiwanese and Americans comparison. Journal of International Management Studies, 7(1).

Chen, Y. V., Greenberg, B., Dickson, P., & Goodrich, J. (2012). Learning marketing accounting skills in the introductory marketing course: The development, use, and acceptance of a self-study tutorial. Marketing Education Review, 22(3).

Mohammed, S. M., Chen, Y., & Lassar, W. M. (2011). Chrome furnishers Ltd. Business strategy for Trinidad and Tobago. Online Journal of International Case Analysis, 2(1).

Li, T., Chen, P. C., & Chen, Y. V. (2010). The effect of teaching international market entry in an MBA curriculum: An empirical examination. Business Review, Cambridge, 16(1).

Chen, P. C., Chen, Y. V., & Lin, K. T. (2009). A comparison study of Taiwan and us consumer decision-making styles - Using TV shopping format. Journal of International Management Studies, 4(1).

Chen, Y. V., Lin, K. T., & Chen, P. C. (2008). E-commerce and its effects on the Florida tax base - A study of clothing industry. Journal of Global Business Management, 4(2).

Simmons, P., Chen, V., Ring, M., & Nastanski, M. (2008). Designing selection procedures for hiring online instructors. Design Principles and Practices: An International Journal, 2(4).

Chen, Y. V., & Chen, P. (2007). Effects of online interaction on adult students - Satisfaction and learning. The Journal of Human Resource and Adult Learning, 3(2).