Pei Yu Pai

Pei Yu Pai is a Professor in the Department of Business Administration at National ChengChi University's College of Commerce. With a PhD from Warwick Business School, she has established herself as a leading researcher in consumer behavior and digital marketing. Her academic journey shows steady progression from Assistant Professor (2012-2016) to Associate Professor (2016-2025) and finally to her current position as Professor since February 2025.

Dr. Pai's research focuses on the intersection of digital behavior and marketing, with particular expertise in online community participation, consumer decision-making, and customer relationship management. She has published extensively in top-tier journals including Information & Management, European Journal of Marketing, and Journal of the Association for Information Systems. Her work consistently explores how consumers interact with digital platforms and brands, examining both psychological and behavioral aspects of these interactions.

Her recent publications reveal a trend toward examining life transitions in digital contexts (such as motherhood), subscription services, and the psychological mechanisms behind online community engagement. This evolution shows her ability to address timely consumer phenomena while maintaining strong theoretical foundations in social exchange theory and relationship marketing.

• MOST Research Award recipient multiple times
• Recipient of numerous Teaching Excellence Awards for professional courses
• Senior Excellent Teacher recognition for 10+ years of service
• Multiple College-level Teaching Excellence and Outstanding Teaching Awards

Dr. Pai has successfully led numerous research projects funded by Taiwan's Ministry of Science and Technology (MOST), demonstrating her ability to secure competitive research funding. Her projects consistently focus on consumer behavior in digital contexts, service innovation, and relationship management. She also maintains active collaborations with researchers across different institutions, as evidenced by her co-authored publications.