Chang, J. H., & Chen, J. Y. (2022). Let the sports endorser speak: Combination of endorser type, color, and copy. Journal of Business Research, 144, 939-950.

Chih-Ching Teng, Cheng-Ming Hu, Jung-Hua Chang* (2019). “Triggering Creative Self-Efficacy to Increase Employee Innovation Behavior in the Hospitality Workplace.” Journal of Creative Behavior. Online Early View. (SSCI, IF=1.262).

Chang, Jung-Hua and Wang, Shan-Huei, (2019) “Different Levels of Destination Expectation: The Effects of Online Advertising and Electronic Word-of-Mouth.” Telematics and Informatics, 36, 27-38. (SSCI, IF=3.789, Top 10 in Information science).

Liu, Shu-Fang, Liu, Hsin-Hsien , Chang, Jung-Hua, and Chou, Han Ni (2019). “Analysis of a new visual marketing craze: The effect of LINE sticker features and user characteristics on download willingness and product purchase intention.” Asia Pacific Management Review. Online available. (TSSCI).

Chang, Jung-Hua, Yu-Qian Zhu, Shan-Huei Wang, and Yi-Jung Li (2018).”Would You Change Your Mind? An Empirical Study of Social Impact Theory on Facebook.” Telematics & Informatics, 35(1), 282-292. (SSCI, IF:3.398, Top 10 in Information science).

Chang, Jung-Hua, (2017) “The role of relationship on time and monetary compensation.” The Service Industries Journal, 37(15-16), 919-935. (SSCI, IF: 1.172)(MOST-104-2410-H-110-086-)

Chang, Jung-Hua and Teng, Chih-Ching, (2017) “Intrinsic or Extrinsic Creative Motivators: The Moderated Role of Organizational Level Regulatory Focus ,” International Journal of Hospitality Management, 60, 133-147 (SSCI, IF: 2.061). (Top 10 in Hospitality field)

Liu, Hsin-Hsien and Chang, Jung-Hua*, (2017), “Relationship Types, Perceived Trust, and Ambiguity Aversion.” Marketing Letters, 28(2), 255-266. (SSCI, IF: 1.508, 科技部推薦優良期刊).

Chang, Jung-Hua* and Wang, Shan-Huei (2016) “Good Products Will Not Betray You.” YMC Management Review, 9(1), 47-60 (ISSN-2073-0888).

Zhu, Yu-Qian, and Chang, Jung-Hua*, (2016), “The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions.” Computers in Human Behavior, 65(Dec.), 442-447. (SSCI, IF: 2.88).

Teng, Chih-Ching and Chang, Jung-Hua*, (2014), “Effects of Temporal Distance and Related Strategies on Enhancing Customer Participation Intention for Hotel Eco-Friendly Programs.” International Journal of Hospitality Management, 40(Jul.), 92-99. (SSCI, IF: 1.939) (Top 10 in Hospitality field)

Chang, Chung-Chau, Chang, Shin-Shin, Chien, Ya-Lan, and Chang, Jung-Hua, (2014) “Having Champagne without Celebration? The Effect of Self-Regulatory Focus on Moderately Atypical Product Usages Evaluation.” European Journal of Marketing, 48(11/12), 1939-1961. (SSCI, IF: 0.781)

Chang, Shin-Shin and Chang, Jung-Hua (2013) “People’s Preference Patterns for Gains/Losses in Multiple Time Periods Situations.” Psychological Reports, 113(2), 1-12. (SSCI, IF:0.463) (博士論文改寫)

Teng, Chih-Ching and Chang, Jung-Hua, (2013), “Mechanism of customer value in restaurant consumption: Employee hospitality and entertainment cues as boundary conditions.” International Journal of Hospitality Management, 32(Mar.), 169-178. (SSCI, IF: 1.837) (Top 10 in Hospitality field)

Chang, Chung-Chau, Chang, Shin-Shin, Chang, Jung-Hua, Chien, Ya-Lan, (2013), “Which Is the Better Option? Quicker or Cheaper?” Psychology & Marketing, 30(1), 90-101. (SSCI, IF: 1.309) (科技部管二學門推薦優良期刊，博士論文改寫)

Wang, S. H and Chang, J. H. (2020) "Resource Linkages, Organizational Slack and Restructuring Behavior Decision." 2020 TAOM Conference, Taipei, Taiwan, September 11.

Chang, Jung-Hua and Wang, Shan-Huei, (2019), “Do culture dissimilar really decrease M & A performances?” International Conference on Contemporary Marketing Issues, Heraklion, Crete, Greece, July 10-12.

Chang, Jung-Hua and Wang, Shan-Huei, (2018), “Does Internationalization Processes Always Good?” 2018 International Conference on Business and Information- Winter Session, Okinawa, Japan, January 23-25.

Chang, Jung-Hua (2017). “The Effects of Online Advertising and Electronic Word-of-Mouth on Destination Expectation” Nets 2017, Bali, Indonesia, July 14-16.

Chang, Jung-Hua and Wang, Shan-Huei, (2017). “How does Resource Allocation, Resource Similarity Affect Portfolio Restructuring?” 2017 International Symposium on Business and Management, Kyoto, Japan, April 4-6.

Chang, Jung-Hua and Wang, Shan-Huei, (2016). “Exploring the acceptance of potential users in web-based medical service.” International Conference on Business and Information 2016, Nagoya, Japan, July 3-5.

Chang, Jung-Hua and Wang, Shan-Huei, (2016). “Defenses against Product Betrayal Aversion: Perceived Quality and Brand Image.” 2016 Winter Global Buesiness Conference, Tignes, France, February 1-5.

Teng, Chih-Ching and Chang, Jung-Hua, (2015). “Intrinsic or Extrinsic Motivators: The Moderating Role of Organization-Level Regulatory Focus.” Global Innovation and Knowledge Academy (GIKA) Conference, Valencia, Spain, July 14-16.

Chang, Jung-Hua and Yao, Kai-Chun, (2015). “The Effects of Information searching, Tourist Expectation Gap on The Revisiting.” 2015 International Conference on Marketing, Logistics, and Management, Sapporo, Japan, June 23-25.

Chih-Ching Teng, Jeou-Shyan Horng, Meng-Lei Hu, and Jung-Hua Chang (2013), “The Effects of Environmental Claims and Eco-labeling on Customer Attitudes and Hotel Choice Intention.” International Congress on Engineering and Information, Bangkok, January 26-28.

張重昭、張心馨、張榮華、蘇偉綱 (2011)，”People’s Preference Patterns for Gains/Losses in Multiple Time Situations”，2011年第十屆管理新思維學術研討會，台北，11月4日 (行銷類最佳論文)

鄧之卿、張榮華 (2011)，”餐廳消費者知覺價值模式：探討娛樂線索之調節效果”，2011餐旅管理暨產業發展國際學術研討會，台北，6月4日。

張心馨、簡雅嵐、張榮華，(2011)，”The Effect of Self-Regulatory Focus on Atypical Product Usages Evaluation: A Schema Congruity Perspective”，2011台灣管理學術研討會，台中，3月11號。

Wu, Lei-Yu, Chang, Jung-Hua, Wang Chun-Ju (2009),”A Transaction Cost View of Brand Equity”, International Conference on Applied Business Research, Malta, 9月21號

巫立宇、張榮華、藍靜怡（2006），”品牌權益與交易成本關係之研究”，2006台灣商管與資訊研討會，台北，11月1日。

巫立宇、藍靜怡、林金慧、張榮華（2006），”資源、經營策略、市場導向、執行力與績效關係之研究”，2006台灣商管與資訊研討會，台北，11月1日。

王俊如、巫立宇、羅淑如、張榮華（2006），”社會資本、外銷市場導向與外銷績效關係之研究：以台灣中小企業為例”，第五屆國際商務論壇研討會，台北，12月8日。

反事實思維機制與廣告應用之研究，科技部計畫，(08/2020-07/2021)