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現職:國立中興大學行銷學系 系主任 (2017-present)
國立中興大學行銷學系 教授兼國際長 (2015-2017)
國立中興大學管理學院 副院長 (2014-2015)
國立中興大學行銷學系 系主任 (2011-2013)
國立中興大學行銷學系 教授 (2005-present)
國立中興大學行銷學系 副教授 (1997-2005)









消費市場分析 、 消費者行銷

  1. Hsu, Jane Lu, Charlene W. Shiue, and Kelsey J.-R. Hung (2017), Information used in food shoppers’ vegetable purchasing decisions in Chinese societies. British Food Journal, 119(7), 1487-1494.
  2. Hsu, Jane Lu, and Mei-Hui Lu (2016), Educational implications in generic skills improvement from participation in overseas working programs. International Journal of Comparative Education and Development, 18(4), 246-258.
  3. Hsu, Jane Lu, Chih-Hung Feng, and Cherie Hsu (2016), Latent gaps in business education attaining globalisation in Taiwan. International Journal of Comparative Education and Development, 18(3), 150-161.
  4. Hsu, Jane Lu, and Ting-Yu Lin (2015), Carbon Reduction Knowledge and Environmental Consciousness in TaiwanManagement of Environmental Quality: An International Journal, 26(1), 37-52.  
  5. Hsu, Jane Lu, and Livia Chia-Yen Chang (2015), Unauthorised E-book Downloading of Students in Higher Education. Educational Studies, 41(3), 268–271. 
  6. Hsu, Jane Lu, Terry Chun-Ting Wang, and Phoebe Yu-Hsin Huang (2014), Motivations for First-time and Repeat Backpackers in Shanghai. Tourism Management Perspectives, 12, 57-61. 
  7. Hsu, Jane Lu, Hester Chun-Hui Lu, and Carey Ming-Li Chen (2014), The Effect of Family Beef Taboos on Beef Consumption on Young Taiwanese Adults. Food Quality and Preference, 34, 45-49. 
  8. Hsu, Jane Lu, and Ting-Yu Lin (2013), Carbon Reduction Intentions and Behaviours for Sustainability. Journal of Sustainable Development, 6(12), 1-13. 
  9. Huang, Min-Hsin, Kang Ernest Liu, Jane Lu Hsu, and Hwang-Jaw Lee (2013), Factors Affecting Consumers’ Trust toward Food Safety Certification with Threat of Avian Influenza Outbreak in Taiwan: Evidence from Taipei Metropolitans. Taiwanese Agricultural Economic Review, 51, 1-25. 
  10. Hsu, Jane Lu, and Hsin-Yi Chiu (2009), Perceived Differences in Teaching Performance from Viewpoints of Lecturers and Students. International Journal of Educational Management, 23(7): 564-573. 
  11. Hsu, Jane Lu, Hung-Yi Chen, Carey Ming-Li Chen, and Wei-Hsien Chang (2009), Sustainability of Fresh Fruit Certifications: Willingness-to-pay Measures. Journal of Sustainable Agriculture, 33(6): 690-700. 
  12. Hsu, Jane Lu, and Roxy Hsien-Chen Mo (2009), “Consumer Responses to Incomplete Information in Print Apparel Advertising.” Journal of Fashion Marketing and Management, 13(1): 66-78.
  13. Hsu, Jane Lu, and Han-Peng Nien (2008), “Who are Ethnocentric? Examining Consumer Ethnocentrism in Chinese Societies.” Journal of Consumer Behaviour, 7(6): 436-447. 
  14. Hsu, Jane Lu, and K. E. Liu, M.-H. Huang, and H. J. Lee (2008), “Consumer Knowledge and Risk Perceptions of Avian Influenza,” Poultry Science, 87(8): 1526-1534.
  15. Hsu, Jane Lu, and Charlene W. Shiue (2008) “Consumers’ Willingness to Pay for Non-pirated Software,” Journal of Business Ethics, 81(4): 715-732.
  16. Hsu, Jane Lu, and Kai-Ming Chang (2008), “Purchase of Clothing and Its Linkage to Family Communication and Lifestyles among Young Adults,” Journal of Fashion Marketing and Management, 12(2):147-163.
  17. Hsu, Jane Lu, Carey Ming-Li Chen, and Sharline Wei-Ching Hung (2008), “Who are Innovative Consumers of Packed Coffee Drinks in Taiwan?” International Journal of Innovation and Learning, 5(3): 283-299.
  18. Hsu, Jane Lu, and Ya-Lan Su (2008), “Usage of Unauthorized Software in Taiwan,” Social Behavior and Personality, 36(1): 1-8.
  19. Hsu, Jane Lu, Shuen-An Yang, and Li-Chang Su (2007), “Who is Watching TV? Who is Listening to Radio? - Consumer Perceptions of TV and Radio Advertising Information,” Social Behavior and Personality, 35(2): 157-168.
  20. Hsu, Jane Lu, and Wei-Hsien Chang (2007), “Influences of Brand and Advertising Cognition on Brand-Switching Behaviour,” International Journal of Management and Enterprise Development, 4(2): 159-178.
  21. 魯真、蔡佩芳,(2007),「生鮮食品之消費者購後抱怨行為分析」,農業與資源經濟,第4卷,第1期,第81-105頁。
  22. 魯真、楊順安,(2006),「消費者訊息搜尋模式分析」,科技管理學刊,第11卷,第2期,第63-96頁。
  23. Hsu, Jane Lu, Yu-Tso Lin (2006), “Consumption and Attribute Perception of Fluid Milk in Taiwan,” Nutrition and Food Science, 36(3):177-182.
  24. 魯真、王策玄,(2005),「臺灣水果需求及消費型態分析」,農業經濟叢刊,第10卷,第2期,第125-162頁。
  25. Hsu, Jane Lu, Guan-Yu Liang, and Chih-Ping Tien (2005), “Social Concerns and Willingness to Support Charities,” Social Behavior and Personality, 33(2): 189-200.
  26. Hsu, Jane Lu, and Wei-Ching Hung (2005), “Packed Coffee Drink Consumption and Product Attribute Preferences of Young Adults in Taiwan,” Food Quality and Preference, 16(4): 361-367.
  27. Hsu, Jane Lu, and Gary Shang-Min Liu (2004), “Evaluating Branded Advertising of Fluid Milk Products in Taiwan,” Journal of International Food and Agribusiness Marketing, 16(1): 7-18.
  28. Hsu, Jane Lu, and Joyce Jong-Wen Wann (2004), “Competitiveness and Consumer Preferences of U.S. Fruits in Taiwan,” Agribusiness, 20(4):433-448.
  29. Hsu, Jane Lu, Wei-Hsien Chang, and Wei-Ching Hung (2004), “Product and Execution Types of Advertisements in Taiwan with Cultural Considerations,” Journal of Asia-Pacific Business, 5(2): 83-98.
  30. Hsu, Jane Lu, Wei-Ching Hung, Shin-Ying Chiang, and Lih-June Hung (2003), “Purchasing Patterns of Non-Alcoholic Beverages among Young Adults in Taiwan,” Journal of Food Products Marketing, 9(2): 25-37.
  31. Hsu, Jane Lu, and Wei-Hsien Chang (2003), “The Role of Advertising Played in Brand Switching,” The Journal of American Academy of Business, Cambridge, 2(2): 322-328.
  32. 魯真、林芋佐,(2003),「液態乳消費市場區隔分析」,台灣土地金融季刊,第40卷,第1期,第107-120頁。
  33. 魯真、姜世英,(2003),「液態乳品之消費結構與產品屬性之消費者認知研究」,農業經濟半年刊,第73期,第97-142頁。
  34. 魯真、蔡宜倫,(2003),「進口/國產水果偏好群之水果屬性認知差異」,農業金融論叢,第49輯,第109-137頁。
  35. Hsu, Jane Lu, and Wei-Hsien Chang (2002), “Market Segmentation of Fresh Meat Shoppers in Taiwan,” The International Review of Retail, Distribution and Consumer Research, 12(4): 423-436.
  36. 魯真、張維纖,(2002),「生鮮、冷藏、及冷凍肉類之消費者偏好及選擇行為分析」,台灣土地金融季刊,第39卷,第2期,第159-173頁。
  37. Hsu, Jane Lu, and Jui-Sheng Kao (2001), “Factors Affecting Consumers' Fluid Milk Purchasing Patterns in Taiwan: Product Comparisons and Marketing Implications,” Journal of Food Products Marketing, 7(3):41-51. 
  38. Hsu, Jane Lu, and Ching-Hsuan Yeh (2001), “Nonlinear Analyses of Fruit Prices in Taiwan,” Agriculture and Economics, Vol. 26: 45-69. (in Chinese) 
  39. Hsu, Jane Lu (2000), “Gradual Structural Changes of Meat Consumption in Taiwan,” Journal of International Food and Agribusiness Marketing, 11(4):33-50. 
  40. Hsu, Jane Lu, and Gary Shang-Min Liu (2000), “Consumer Perceptions of Fluid Milk Advertising in Taiwan,” International Journal of Advertising, 19(4):471-486. 
  41. Hsu, Jane Lu, and Ching-Hsuan Yeh (2000), “The Stationarity of Fruit Prices in Taiwan,” Journal of Agricultural Economics, Vol. 68: 57-90. (in Chinese) 
  42. Hsu, Jane Lu (2000), “An Analysis of Demand for Meat Cuts,” Journal of Agricultural Economics, Vol. 67: 35-69. (in Chinese) 
  43. Hsu, Jane Lu, and Ching-Hsuan Yeh (2000), “Estimating Demand Elasticities of Fruits,” Agricultural Marketing Review, Vol. 5: 177-191. (in Chinese) 



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