職稱 (Position)

教授 / 研發長 / 校務研究中心主任



 學歷 (Degree)



(Research Expertises)

消費者行為 (consumer behavior)

感官行銷 (sensory marketing)

大數據分析 (big data analysis)

結構方程模式 (structural equation modeling)

 電話 (TEL.)

03-5593142 ext. 1810

03-5593142 ext. 2175 (IR)

 辦公室 (Office Room)

管理學院大樓420室 (Room 420, 4F, Management building) 

鴻超樓七樓研究發展處辦公室(R&D office, 7F, Hungchiu building )


明新科技大學企管系教授 (2015/8/1~迄今)

明新科技大學研究發長處研發長 (2021/2/1~迄今)

明新科技大學校務研究中心主任 (2021/2/1~迄今)

審查委員: 台灣持續改善競賽 / 新竹市地方型SBIR  / 政府公共工程採購/ 新竹縣地方型SBIR / 大專校院教學品保 / 私立就業服務機構服務品質



(2016:中山大學、彰化師範大學;2017:明新科大、臺大醫學院2018:元培醫大台灣師範大學;2020: 彰化師範大學台灣師範大學國家講座(August、October)、臺中科技大學龍門講座(December))


明新科技大學校務研究辦公室主任 (2020/2/1~2021/1/31)

明新科技大學校務研究辦公室副主任 (2019/8/1~2020/1/31)

明新科技大學企管系系主任 (2014/8/1~2018/7/31)

明新科技大學企管系副教授 (2009/8/1~2015/7/31)

明新科技大學助理教授 (2006/08/1~2009/7/31)


(一) 期刊論文 (referred papers)

英文期刊  (20篇SSCI論文, 1篇SCIE論文)

1. Wang, M.-J., Lin, H.-M., Hung, L.-C., & Lo, Y.-T. (2020). Non-health outcomes affecting self-care behaviors and medical decision-making preference in patients with type 2 diabetes: A cross-sectional study. BMC Medical Informatics and Decision Making, 20(74). (SCIE journal)

2. Lin, H.-M.*, Lee, M.-H., Liang, J.-C., Chang, H.-Y., Huang, P., & Tsai, C.-C.(2020). A review of using Partial Least Square Structural Equation Modeling in e-learning research. British Journal of Educational Technology, 51(4), 1354-1372. (SSCI journal)

3. Lin, H.-M., & Su-Hui Kuo (2019). Influence of temperature on variety-seeking behavior. Journal of Sensory Studies, 34(6), e12538. (SSCI journal)

4. Lin, H.-M (2019). Differences on information commitments in consumption domain. Journal of Psychological Research, 1(3), 43-47.

5.Huang, Y.-Y., Liu, C.-C. *, Wang, Y., Tsai, C.-C., Lin, H.-M. (2017). Student engagement in long-term collaborative EFL storytelling activities: An analysis of learners with English proficiency differences. Educational Technology & Society, 20(3), 95-109. (SSCI journal)

6.Lin, H.-C., Shih, L.-C., & Lin, H.-M. ( 2017). The influence of consumers’ self-perceived health status and need for cognition on food-product evaluation. British Food Journal, 119(2), 242-252. (SSCI journal)

7.Liu, C.-C., Chen, W.-C., Lin, H.-M., & Huang, Y.-Y.(2017). A remix-oriented approach to promoting student engagement in a long-term participatory learning program. Computers & Education, 110 (July), 1-15. (SSCI journal)

8.Lin, H.-M., Lin, C.-H., & Hung, H.-H. (2015). Influence of chopstick size on taste evaluations. Psychological Reports, 116(2), 381-387. (SSCI journal)

9.Liu, C.-C., Wu, L., Chen, Z.-M., Tsai, C.-C., Lin, H.-M.(2014). The effect of story grammars on creativeself-efficacy and digital storytelling. Journal of Computer Assisted Learning, 30(5), 450-464. (SSCI journal)

10.Lin, H.-M.,* Lo, H.-Y., & Liao, Y.-S. (2013). More than just a utensil: The influence of drinking straw size on perceived. Marketing Letters, 24(4),  381-386. (SSCI journal)

11.Lin, H.-M. (2013). Does container weight influence judgments of volume?. International Journal of Research in Marketing, 30(3), 308-309.(SSCI journal)

12.Lin, H.-M.* & Tsai, C.-C. (2013). The development of the conceptions of learning management inventory. Studies in Higher Education, 38(5), 741-757. (SSCI journal)

13.Lin, H.-M. & Han-Jen Niu (2011). A phenomenographic approach for exploring conceptions of learning Marketing among undergraduate students. Business and Economics Research, 1(1), 1-12. doi:10.5296/ber.v1i1.829

14.Lin, H.-M. (2011). Taiwanese consumers’ Internet decision-making styles: The role of perceptions of the Internet. International Review of Management and Marketing, 1(4), 86-92.

15.Lin, H.-M. (2011). A Phenomenographic study investigating consumers’ conceptions of marketing in Taiwan. African Journal of Business Management, 5(17), 7216-7223.

16.Lin, H.-M.* & Tsai, C.-C. (2011). College students’ conceptions of learning management: The difference between traditional (face-to-face) instruction and Web-based learning environments. Learning, Media and Technology, 36(4), 1-16. (SSCI journal)

17.Tsai, C.-C., Ho, H.-N., Liang, J.-C., & Lin, H.-M. (2011). Scientific epistemic beliefs, conceptions of learning science and self-efficacy of learning science among high school students. Learning and Instruction, 21(6), 757-769. (SSCI journal)

18.Lin, H.-M.* & Tsai, C.-C. (2008). Conceptions of learning management among undergraduate students in Taiwan. Management Learning, 39(5), 561-578. (SSCI journal) (corresponding author)

19.Lin, C.-H., Lin, H.-M.*, & Hung, E. (2008). Social value orientation and information level in selling prices. Social Behavior and Personality, 36(7), 933-940. (SSCI journal) (corresponding author)

20.Lin, H.-M.*, Kao, D. T., & Chuang, S.-C. (2007). Effect of perceived benefits on the reluctance to trade. Psychological Reports, 100(31), 817-826. (SSCI journal) (corresponding author)

21.Chuang, S.-C., & Lin, H.-M.* (2007). The effect of induced positive and negative emotion and openness-to-feeling in student’s consumer decision making. Journal of Business and Psychology, 22(1), 65-27. (SSCI journal)

22.Lin, C.-H., & Lin, H.-M.* (2007). What price do you ask for the “extra one”?: A social value orientation perspective. Social Behavior and Personality, 35(1), 9-18. (SSCI journal) (corresponding author)

23.Lin, C.-H., Hung, E., & Lin, H.-M.* (2006). Is an auditory presentation mode different from a visual presentation mode on price promotion?. Journal of Global Business Management, 2(3), 168-176. (corresponding author)

24.Lin, C.-H., & Lin, H.-M.* (2006). Role of social value orientation in the endowment effect. Asian Journal of Social Psychology, 9(3), 210-215. (SSCI journal) 

25.Lin, C.-H., & Lin, H.-M. (2005). An exploration of Taiwanese adolescents’ impulsive buying tendency. Adolescence, 40(157), 215-223. (SSCI journal) 

26.Wen, L. M., Tsai, C.-C., Lin, H.-M., & Chuang, S.-C. (2004). Cognitive-metacognitive and content-technical aspects of constructivist Internet-based learning environments: A LISREL Analysis. Computers & Education, 43(3), 237-248. (SSCI, SCI journal)

中文期刊  (1篇TSSCI論文, 1篇EI論文)



3.林鴻銘 (2015),「重」口味?重量對食物知覺濃度的影響,行銷科學學報,第11卷第2期,頁次149-166。




(二) 研討會論文(Conference Papers)

林鴻銘、池伯尉(2021). 有公平才卓越北部某私立科技大學投資經濟與文化不利學生教育之成效分析。論文發表於2021臺灣校務研究專業協會第三屆第二次國際研討會。桃園。國立中央大學。(5/21) (BEST PAPER)

林鴻銘、池伯尉(2021). 毒藥或良藥?-政府新南向政策對私立科大校務經營之影響。論文發表於2021臺灣校務研究專業協會第三屆第二次國際研討會。桃園。國立中央大學。(5/21)

Phuong-Thao Mai & Hung-Ming Lin (2020). The effect of musical tempo on student speed of thinking. Paper presented at 2020 International Symposium on Social Sciences and Management, Bangkok, Thailand, February 5-7. 

Hong-Nhung Nguyen & Hung- Ming Lin (2020). The influence of social interactions on consumer social well- being. Paper presented at 2020 International Symposium on Social Sciences and Management, Bangkok, Thailand, February 5-7. 

Quang-Ninh Trinh & Hung-Ming Lin (2020). Sustainable Fashion Value Impact on Customer Intention. Paper presented at 2020 International Symposium on Social Sciences and Management, Bangkok, Thailand, February 5-7. 

Silvia Wen-Yu Lee & Hung-Ming Lin (2019). Validating an instrument for epistemic awareness of scientific model and modeling and investigating its relationship to scientific epistemic beliefs. Paper presented at Personal Epistemology and Learning conference , Taipei, Taiwan, November 28-30.  (BEST PAPER)

Hung-Ming Lin (2019). The relationships between chopstick length and food intake. Paper presented at 2019 International Conference on Economics and Business Management, Prague, Czech Republic, July 21-22.

Chien-Hui Hong & Hung-Ming Lin (2019). An exploratory analysis of consumers’ selection factors on green hotel in Taiwan. Paper presented at 2019 International Symposium on Social Sciences and Management, Hokkaido, Japan, January 22-24.

Hung-Ming Lin (2018). Can longer chopsticks reduce quantity of food consumed?. Paper presented at 2018 Global Marketing Conference, Tokyo, Japan, July 26-29.

Hung-Ming Lin (2018). Effects of product temperature on variety seeking behavior. Paper presented at 2018 International Conference on Modern Management and Innovation. Hsinchu, Taiwan, April 27. (BEST PAPER)

Hong, C.-H., & Hung-Ming Lin (2018). Applications of combination of IPA and empathy map method-An example of K recreation ranch in Taiwan. Paper presented at 2018 International Conference on Business and Social Science, Kyoto, Japan, March 27-29

Hung-Ming Lin (2017). Role of Temperature on Variety-Seeking Behavior. Paper presented at 2017 AMS 20th World Marketing Congress, Christchurch, New Zealand, June 27-July 1.

林鴻銘、周則宇、簡鼎哲、陳亭君(2017) 探討產品溫度及包裝顏色在味覺評價中的角色。論文發表於2017現代管理與創新國際學術研討會。新竹。明新科技大學。(4/28)

Hung-Ming Lin, & Danny T. Kao (2017) Influence of temperature attribute on variety-seeking behavior. Paper presented at 2017 International Conference on Modern Management and Innovation. Hsinchu, Taiwan, April 28.

Hung-Ming Lin (2016). High Temperature Accelerates Variety-Seeking Behavior?. Paper presented at 2016 AMS 19th World Marketing Congress, Paris, France, July 19-23.

林鴻銘、吳秀娟(2016) 運用IPA分析便利商店服務品質之關鍵要素-以統一7-ELEVEn為例。論文發表於2016現代管理與創新國際學術研討會。新竹。明新科技大學。(4/29)

林鴻銘、李慧軒(2015) 探討網路消費資訊評判標準。論文發表於2015現代管理與創新國際學術研討會。新竹。明新科技大學。(5/1)

Hung-Ming Lin (2015). The Influence of Chopstick Length on Taste Evaluations.  Paper presented at The Fifth Asian Conference on Psychology & the Behavioral Sciences, Osaka, Japan, March 26-29.



Hung-Ming Lin (2014). The effect of carrying weight on volume judgment.  Paper presented at SenseAsia 2014: The Asian Sensory and Consumer Research  Symposium, Singapore, May 11-13.

林鴻銘、石珮吟、王姿頤、陳育華、彭富偵、王俞晰(2014) IRPA與IAA服務品質分析法之應用-以海都宴會館為例。論文發表於2014現代管理與創新學術研討會。新竹。明新科技大學。(4/25)


Hung-Ming Lin (2013). Effect of container weight on the elongation bias. Paper presented at 2013 International Conference on Business and Information, Bali, Indonesia, July 07-09.

蔡振蒼,林鴻銘,蘇裕庭(2013)以重要-表現程度分析法探討旅遊網站之服務品質 。論文發表於2013現代管理與創新學術研討會。新竹。明新科技大學。(4/26)


Tzung-Jin LIN, Min-Hsien LEE, Yi-Wen CHENG, & Hung-Ming LIN (2012).   Exploring Taiwanese undergraduates’ perceptions of teacher authority toward Internet-based learning environments. Paper presented at The 20th International Conference on Computers in Education, Singapore, November 26-30.


Hung-Ming Lin, & Chen-Tsang Tsai (2012). Role of spatial ability in the elongation bias. Paper presented at 2012 Global Marketing Conference, Seoul, Korea, July 19-22. (NSC100-2410-H-159-002)

Hung-Ming Lin, Chin-Chung Tsai, & Van Hai Hoang (2011). The information commitments toward online financial information among Taiwanese adults. Paper presented at The 19th International Conference on Computers in Education, Chiang Mai, Thailand, November 28-December 2. (NSC100-2410-H-159-002)



范家僑,林鴻銘(2010)品牌體驗、品牌部落化與品牌關係之研究—以7-ELEVEn為例。論文發表於2010 第二屆南區管理碩士論文研討會。台南:長榮大學大學。(6/18)


Hung-Ming Lin & Chin-Chung Tsai (2010). Differences between students’ conceptions of learning management in traditional instruction and in web-based learning environments: A qualitative study. Paper presented at Asia-Pacific Conference on Technology Enhanced Learning 2010, Osaka, Japan, September 24-26. (NSC 98-2511-S-159-001-MY2)

Hung-Ming Lin & Chin-Chung Tsai (2010). Students’ Conceptions of Learning Management: A Comparison between traditional instruction and Web-based Learning environment. Paper presented at Global Learn Asia Pacific 2010--Global Conference on Learning and Technology, Penang, Malaysia, May 17-20. (NSC 98-2511-S-159-001-MY2)


許美玲,林鴻銘(2009)台灣貨 vs. 大陸貨:價格折扣與產品知識對產品評價之影響。論文發表於2009全球化暨國際企業研討會。台中:靜宜大學。(5/21)

Chen-Tsang Tsai & Hung-Ming Lin (2009). Emotional intelligence, job stress and employee creativity in travel agency: An evidence from Taiwan. Paper presented at 2009 15th Asia Pacific Tourism Association Annual Conference, Incheon, Korea, July 9-12. (NSC 98-2914-I-159-005-A1)



Ming-Huei Lee, Hung-Ming Lin, & Ling-Chen Chang (2006). A Study on the Relationship of Service Quality Perception and Behavioral Intentions. Paper presented at 2006 12th Asia Pacific Tourism Association & 4th Asia Pacific CHRIC Joint Conference, Hualien, Taiwan.

Hung-Ming Lin & Wen-Jhan Jane (2006). Climate Change and Tourism: Empirical Evidence from National Park in Taiwan. Paper presented at 2006 9th World Leisure Congress, Hangzhou, Zhejiang Province, China. (校內補助款)


(一) 科技部計畫:

1. 探討管理學習概念在學習策略的角色 (98/08/01~100/07/31)

2. 探討空間能力在延伸偏誤中的角色 (100/08/01~101/07/31)

3. 探討容器重量對知覺濃度的影響:基礎認知的觀點 (102/08/01~103/07/31)

4. 探討觸摸在尋求多樣化行為中的角色 (103/08/01~104/07/31) 

5. 冷暖自知:探究口腔溫度知覺在飲食行為中的角色 (104/08/01~105/07/31) (MOST 104-2410-H-159-002-)

6. 探討多感官訊息在尋求多樣化行為中的角色 (105/08/01~106/07/31) (MOST 105-2410-H-159-003-)

7. 探討產品溫度與圖像位置對產品態度的影響 (106/08/01~107/07/31) (MOST 106-2410-H-159-001-)

8. 探討產品重量與產品圖像位置對產品態度的影響 (107/08/01~108/07/31)(MOST 107-2410-H-159-001-)

9.   「高處不勝寒?」:身處高度對消費者選擇行為的效應 (108/08/01~109/07/31)(MOST 108-2410-H-159-004-)

10. 貴氣逼人或「冰」人?知覺溫度對奢侈品評估的影響 (109/08/01~110/07/31)(MOST 109-2410-H-159-002-)

11. 五感全開:中文感官知覺量表發展與應用 (110/08/01~111/07/31)(MOST 110-2410-H-159-002-)

(二) 產學合作計畫:

1. 技嘉電腦品牌定位策略之研究(教育部產業園區產學合作計畫:97/12/1~98/8/31)

2. 苗栗地區原住民健康照顧需求調查(原民局:98/4/1~98/9/30)

3. 中小企業供應鏈整合與物流特徵調查研究(工研院:98/12/1~98/12/31)

4. 產業供應鏈之運籌協同整合水準蒐集與分析(1)(產(管)99018)

5. 產業供應鏈之運籌協同整合水準蒐集與分析(2)(產(管)100023)

6. 旅遊服務體驗設計與業務推展規畫(產(管)105-0005)

7. 商業模式創新工作坊(產(管)105-0003)

8. 設計思考工作坊(產(管)105-0004)

9. 105年度第一梯次全國技術士技能檢定術科測試-門市服務丙級職類(政(其)105-0006)

10. 運動健身產業國際趨勢與行銷案例分析(產(管)106-0018)

11. TTQS 訓練品質系統導入(產(管)106-0014)

12. 106年度第一梯次全國技術士技能檢定術科測試-門市服務丙級職類(政(其)106-0006)

13. 107年度第一梯次全國技術士技能檢定術科測試-門市服務丙級職類(政(其)107-0006)

14. 108年度第一梯次全國技術士技能檢定術科測試-門市服務丙級職類

15. 財會系統初級建置與大健康產業分析與成本管理(產(管)108-0020)

16. 109年度第二梯次即測即評技術士技能檢定術科測試-門市服務丙級職類


(三) 大專生研究專題:

1. 張曉恩-應用觀察法與網咖消費者行為研究 (98/7/1-99/2/28)

2. 石佩吟-應用IRPA與IAA模式評估餐廳之服務品質-以海都宴會館為例 (102/7/1-103/2/28)

3. 黃意翔-IPA與同理心地圖聯合分析法之運用(105/7/1-106/2/28)

4. 洪佳榆-彩繪食物的味道-產品包裝顏色對味覺 評價的影響(108/7/1-109/2/28)

5. 林宜萱-耳朵懷孕?自發性知覺高潮反應(ASMR)對產品態度影響之探討(109/7/1-110/2/28)

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