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Full-time Faculty

WU, TAI-YEE

【Contact info】

03-5712121 #58209
taiyeewu@nycu.edu.tw; taiyeewu@g2.nctu.edu.tw
Lab Website

【Educational Background】

Ph.D. in Communication, University of Connecticut,U.S.

【Courses Taught】

  • Communication Theories
  • Community in Cyberspace
  • Mass Media and the Information Society
  • Persuasive Communication
  • Persuasion: Theories and Practice
  • Multilevel Analysis (Co-instructor)
  • Seminar in Integrated Marketing Communication

【Research Area】

  • Theories of media effects in online communication
  • Audience perception of user-generated content and reactions in online marketing
  • User emotions, motivations, and behaviors in social media and computer-mediated communication

【Experience】

  • 2017-  Assistant Professor, Institute of Communication Studies, National Chiao Tung University, Taiwan
  • 2013-2016  Instructor of Record, Department of Communication, University of Connecticut, U.S.
  • 2013-2017  Teaching Assistant, Department of Communication, University of Connecticut, U.S.
  • 2012-2013  Tutor for student athletes majoring Communication, Department of Counseling Program for Intercollegiate Athletes, University of Connecticut, U.S.
  • 2009-2011  Assistant Research Fellow, Chung-Hua Institution for Economic Research, Taiwan

【Honor】

  • Outstanding Student Advising Performance, National Chiao Tung University. 2020.
  • Second place winner in CTEC faculty paper competition, AEJMC 2018 Conference
  • Top reviewer service (2017), Journalism & Mass Communication Quarterly

【Journal Publications】(After 2011)

  • Wu, T.-Y. (2021). Proactive opinion expression avoidance about same-sex marriage on social media: Acceptance, reactance, and self-censorship. Mass Communication and Society, preprint. https://doi.org/10.1080/15205436.2021.1905848
  • Xu, X., Wu, T.-Y., & Atkin D. J. (2021). Effects of website credibility and brand trust on responses to online behavioral advertising. Journal of Communication Technology, 4(2), 32-57. https://doi.org/10.51548/joctec-2021-009
  • Lo, S.-Y., Li, S. C. S., & Wu, T.-Y. (2021). Exploring psychological factors for COVID-19 vaccination intention in Taiwan. Vaccines, 9(7), 764. https://doi.org/10.3390/vaccines9070764
  • Wu, T.-Y., Xu, X., & Atkin, D. (2020). The alternatives to being silent: Exploring opinion expression avoidance strategies for discussing politics on Facebook. Internet Research, ahead-of-print. https://doi.org/10.1108/INTR-06-2018-0284
  • Wu, T.-Y., Oeldorf-Hirsch, A., & Atkin, D. (2020). A click is worth a thousand words: Probing the predictors of using click speech for online opinion expression. International Journal of Communication, 14, 2687–2706.
  • Lee, Y.-I., Phua, J., & Wu, T.-Y. (2020). Marketing a health Brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention. Health Marketing Quarterly, 37(2), 138–154. https://doi.org/10.1080/07359683.2020.1754049
  • Peng, C.-T., Wu, T.-Y., Chen, Y., & Atkin, D. (2019). Comparing and modeling via social media: The social influences of fitspiration on male Instagram users' work out intention. Computers in Human Behavior, 99,156-167. doi: https://doi.org/10.1016/j.chb.2019.05.011
  • Wu, T.-Y., & Atkin, D. (2018). To comment or not to comment: Examining the influences of anonymity and social support on one’s willingness to express in online news discussions. New Media & Society, 20(12),4512-4532. doi: https://doi.org/10.1177/1461444818776629
  • Wu, T.-Y., & Lin, C. A. (2017). Predicting the effects of eWOM and online brand messaging: Source trust, bandwagon effect and innovation adoption factors. Telematics and Informatics, 34(2), 470-480. https://doi.org/10.1016/j.tele.2016.08.001
  • Wu, T.-Y., & Atkin, D. (2017). Online news discussions: Exploring the role of user personality and motivations for posting comments on news. Journalism& Mass Communication Quarterly, 94(1), 61-80. https://doi.org/10.1177/1077699016655754

【Conference Papers】(After 2011)

  • Yang, D., Atkin, D., Rios, D., Wu, T.-Y., & Liu, Y. (2021, May). Social media selfie/portrait-editing motivations: Comparisons between Chinese and American female college students. Paper presented at the 71st annual (virtual) conference of the International Communication Association (ICA).
  • Zeng, H.-K., Wu, T.-Y., & Atkin, D. (2020, August). Fake news or alternative facts? Veracity assessment of the content and comments of unfamiliar news. Paper will be presented at the 103rd annual conference of the Association for Education in Journalism and Mass Communication (AEJMC)—converted from San Francisco, CA to virtual due to COVID-19.
  • Wu, T.-Y. (2020, May). Proactive opinion expression avoidance about same-sex marriage on social media: Acceptance, reactance, and self-censorship. Paper presented at the 70th annual conference of the International Communication Association (ICA)–converted from Australia to virtual due to COVID-19.
  • Peng, C.-T., Wu, T.-Y., Chen, Y., & Atkin, D. (2019, May). Comparing and modeling: Verifying the social influences of fitspiration on male Instagram users' workout intention. Paper presented at the 69th annual conference of the International Communication Association (ICA), Washington, D. C.
  • Xu, X., Wu, T.-Y., & Atkin, D. (2019, March). Effects of perceived agency of tracking, brand trust and website credibility on privacy concerns toward online behavioral advertising. Paper presented at the 2019 American Academy of Advertising (AAA) Annual Conference, Dallas, TX.
  • Wu, T.-Y., Xu, X., & Atkin, D. (2018, August). The Alternatives to being silent: Exploring the opinion expression avoidance strategies for discussing politics on Facebook (2nd place winner in CTEC faculty paper competition). Paper presented at the 101st annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), Washington, D. C.
  • Radin, M., Rainear, A. M., Wu., T.-Y., Xu, X. & Atkin, D. (2017, October). Environmental attitudes impact on environmental conceptions and perceived potency of Recycling Terms. Poster Presentation at the 56th New England Psychological Association Annual Meeting, Newton, MA.
  • Wu, T.-Y., Oeldorf-Hirsch, A., & Atkin, D. (2017, August). No comments, but a thumbs-down: Estimating the effects of spiral of silence on online opinion expression. Paper presented at the 100th annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), Chicago, IL.
  • Wu, T.-Y., & Atkin, D. (2017, May). Exploring the predictors of the spiral of silence in online news discussions. Paper presented at the 67th annual conference of the International Communication Association (ICA), San Diego, CA.
  • Lee, Y.-I, Phua, J, & Wu, T.-Y. (2017, May). Advertising a health product brand on Facebook: The effects of valence of reaction icons and brand post comments on brand attitude, trust, purchase intention and eWoM intention. Paper presented at 67th annual conference of the International Communication Association (ICA), San Diego, CA.
  • Chen, H., & Wu, T.-Y. (2017, April). Factors predicting the Internet adoption worldwide: A longitudinal analysis between 2000 and 2013. Paper presented at the 87th annual convention of the Southern States Communication Association (SSCA), Greenville, SC.
  • Wu, T.-Y., & Lin, C. A. (2016, August). Assessing the influence of eWOM and online brand messages on consumer decision-making: Source trust, bandwagon effect and innovation adoption factors. Paper poster presented at the 99th annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), Minneapolis, MN.
  • Wu, T.-Y., & Lin, C. A. (2015, August). The effects of online consumer reviews on brand evaluation, attitude and purchase Intent. Paper poster presented at the 98th annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), San Fran cisco, CA.
  • Wu, T.-Y., & Atkin, D. (2015, May). Online news comments: Exploring the role of user personality, self-efficacy, and motivations. Paper presented at the 65th annual conference of the International Communication Association (ICA), San Juan, PR.

【Books】

【Research Projects】

  • “The Science, Politics, and Public Opinion in Food Safety Risk Assessment amid The Controversy of U.S. Pork Imports,” funded by Ministry of Science and Technology (MOST 110-2511-H-A49-004 -). 2021-2022.
  • “Examining Opinion Expression Reactance and Avoidance in Social Media,” funded by Ministry of Science and Technology (MOST108-2410-H-009-044 –SSS). 2019-2020.
  • “The Evolving and Re-shaping Spiral of Silence Online: Predicting the Use of Opinion Expression Avoidance Strategies on Social Media,” funded by Ministry of Science and Technology (MOST 107-2410-H-009-054 –SSS). 2018-2019.

【Domestic and International Journal Work】

Reviewer for

  • Journalism & Mass Communication Quarterly (Top reviewer service, 2017)
  • New Media & Society
  • Annals of the International Communication Association
  • Internet Research
  • Information, Communication and Society
  • Mobile Media & Communication
  • Behaviour & Information Technology
  • Chinese Journal of Communication
  • Journal of Communication Technology
  • The Information Society
  • Communication & Society (傳播與社會學刊)
  • Information Society Research (資訊社會研究)
  • Chinese Journal of Communication Research (中華傳播學刊)

ADDR:HA Building 2, 1001 University Road, Hsinchu / TEL:(03)573-1991 / FAX:(03)572-7143 / MAIL: ict31991@g2.nctu.edu.tw