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Full-time Faculty



【Contact info】

Tel: (03)571-2121 #58211


Lab Website

【Educational Background】

Ph.D. in Communication Studies, University of Iowa, US

Master in Mass Communication, Texas Tech University, US

Bachelor in Law, National Taiwan University, Taiwan

【Courses Taught】

  • Communication media, branding, and marketing
  • Public Relations and Crisis Communication
  • Communication New Technologies
  • Communication Research Methods: Quantitative Approaches
  • New Technology and Risk Communication (Advertising Message Design)

【Research Area】

  • Communication media, branding, and marketing
  • Public Relations and Crisis Communication
  • Communication New Technologies
  • New Technology and Risk Communication (Advertising Message Design)


  • Professor and Director, Institute of Communication, National Chiao Tung University
  • Senior Officer, Division of Broadcasting and Television, Government Information Office
  • Senior Officer, Marketing Research, Kayno Advertising Company
  • Lawyer assistant of Yiqun Law Firm


  • National Yang Ming Chiao Tung University Campus Award for Outstanding Graduate Student Mentoring, 2020
  • National Chiao Tung University Internationalizing Academic Research Grant, 2013-present
  • Research Award, National Chiao Tung University, 2006-present
  • The Best Paper Award of the 2016 Annual Meeting of the Chinese Communication Society (revision of a student’s master thesis, I am the second author)
  • Research Award, National Science Council, 2010-present
  • Fulbright Research Awards, 2004-2005
  • Technology personnel short-term foreign training, 2004-2005, National Science Council
  • Harvard University Fairbank Center for East Asian Studies, Visiting Scholar,2005
  • Research Award for scholars, National Science Council, 2002-present
  • Research Award from National Science Council, 1994, 1996, 1998, 1999, 2000
  • Research Award for new scholars, National Science Council, 1993
  • Harshbarger Grant University of Iowa, 1990-1992
  • Graduate Student Senate Travel Award University of Iowa, 1990-1992

【Journal Publications】(After 2009)

  • Li, S. S.* & Zeng, H. K. (2023).Using Psychological Reactance Theory to Examine the Relationships between Fear Appeal Messages and Attitude / Behavior Intentions on College Students: A Study on Micro-plastic contamination in Taiwan. Chinese Journal of Science Education. (TSSCI Journal) (*corresponding author)
  • Jian, T. E., Li, S. S.*, & Chen, T. L. (2023). Examining the impact of public’s perceived expectancy violation on corporate crisis management and the role of different corporate social responsibility strategies on public’s attitudes toward the corporate. Communication and Society. (TSSCI Journal) (*corresponding author)
  • Lee, C. Y., Li, S. S.*, & Kwan, S. R. (2023). Internet Heterogeneity and Political Discussion: Examining Political Discussion Patterns of Facebook users in Taiwan. Journal of Communication Research and Practice, 13(1), 37-80. (TSSCI Journal)
  • Li, S. S.*, Zeng, H. K., & Lo, S. Y. (2022). Young adults’ intentions toward the prevention of microplastic pollution in Taiwan: Examining personality and information processing in fear-appeal communication. Sustainability, 14(21), 14336. (SSCI Journal) (IF: 3.889. Ranking at 44.5% in Environmental Studies.)
  • Li, S. S.*, Lo, S. Y., Wu, T. Y., & Chen, T. L. (2022). Information seeking and processing during the outbreak of COVID-19 in Taiwan: Examining the effects of emotions and informational subjective norms. International Journal of Environmental Research and Public Health. (SSCI Journal) (IF: 4.614. Ranking at 24.7% in Public, Environmental & Occupational Health.)
  • Li, S. S.*, Wu, T. Y., Zeng, H. K., & Lo, S. Y. (2022). Channels adopted for information seeking during COVID-19: Comparing social media with news media and interpersonal communication in Taiwan. International Journal of Environmental Research and Public Health. (SSCI Journal) (IF: 4.614. Ranking at 24.7% in Public, Environmental & Occupational Health)
  • Lo, S., Li, S. S., & Wu, T. Y. (forthcoming). Exploring psychological factors for COVID-19 vaccination intention in Taiwan. Vaccines (SSCI Journal)
  • Huang, L. M. & Li, S. S. (2020). Managing the gender dilemma as yin-yang balancing: The dynamic interplay of communal and agentic bargaining behaviors of senior female negotiators. China Media Research, 16 (4), 1-19.
  • Li, S. S. & Huang, L. M. (2020). Fear appeals, information processing, and behavioral intentions toward climate change”. Asian Journal of Communication. DOI: (SSCI Journal)
  • Li, S. S. (2020). Lifestyles, technology clustering, and the adoption of over-the-top television and Internet protocol television in Taiwan. International Journal of Communication, 14, 1-19. (SSCI Journal)
  • Li, S. S., Lu, P. C., & Chen, S. C. (2020). Emotions in fear appeals: Examining college students’ attitudes and behavioral intentions toward colorectal cancer prevention in Taiwan. Health Education Journal, 79(5), 569-582. (SSCI Journal). DOI: 10.1177/0017896919891749
  • Li, S. S. (2019).Competing for audiences’ time: Comparing science news with health news and political news. Journal of Broadcasting & Electronic Media (SSCI Journal).
  • Li, S. S. (2019). Lifestyles and gratifications obtained from news:  Comparing science news with health news and political news. Public Understanding of Science (SSCI Journal). (2018 IF: 889. Ranking at 14.8%, number 13 in Communication Journals.)
  • Li, S. S., Ku, L. L., & Chen, Y. S. (2018). A niche analysis of three interpersonal communication media: Examining the competition among Facebook, Line, and email. Chinese Journal of Communication (SSCI Journal). Doi:10.1080/17544750.2018.1482934
  • Chen-Yi Lee & Shu-Chu Li (2018) An Examination on the Relationships Among Consumers’ Personality  Traits, Media Brand Personality and Consumer Media Use .Chinese Journal of Communication Research No. 34, 2018.12, 119-163. (TSSCI Journal)
  • Li, S. S., Liu, Y. C., & Lee, C. Y. (2017). New media, market competition, and media diversity: An examination of Taiwan’s terrestrial TV market from1986 to 2002. In K. Xue and M. Yu (eds.), New Media and Chinese Society (pp.  11-32). Singapore: Springer Nature Singapore Pte Ltd.
  • Li, S. S. (2017). Television media old and new: A niche analysis of OTT, IPTV, and digital cable in Taiwan. Telematics and Informatics, 34, 1024-1037. (SSCI Journal). (2017 IF: 3.789. Ranking 11.4%, number 10 in Information Journals.)
  • Li, S. S. (2017). Replacement or complement: A niche analysis on Yahoo news, television news, and electronic news. Telematics and Informatics, 34  (4), 261-273 (SSCI Journal) 2017 IF:3.789. Ranking at 11.4%, number 10 in Information Journals.
  • Yi-xuan Zheng & Shu-chu Sarrina Li* (2016) Using the brand extension theory to examine uses of websites of print news media in Taiwan.  NTU News Forum 14,23-71. (*corresponding author)
  • Li, S. S. & Huang, W. C. (2016). Lifestyles, innovation attributes, and teachers’ adoption of game-based learning: Comparing non-adopters with early adopters, adopters and likely adopters in Taiwan. Computer & Education,  96, 29-41. (SSCI Journal) (2016 IF:3.819. Ranking at 3%, number 7 in Education Journals)
  • Sun, Yu-Hsuan & Shu-chu Sarrina Li* (2016)The congruence between brand  personality and self-concept and its effect on consumer’s attitude towards  online shopping. The Journal of Information Society. 30, 25-60. (*corresponding author)‍
  • Li, S. S. (2015). Lifestyles and the adoption of information vs. entertainment technologies: An examination on the adoption of six new technologies in Taiwan. New Media & Society, 17(10),1696-1714. DOI: 10.1177/1461444814531874 (SSCI Journal)2015 IF:3.11. Ranking at 025%, number 2 in Communication Journals.
  • Li, S. S. (2014). Fear appeals and college students’ attitudes and behavioral intentions toward global warming. Journal of Environmental  Education, 45(4), 243-257. (SSCI Journal) DOI: 10.1080/00958964.2014.930399 (2014 IF:0.548. Ranking at 67.9%, number 152 in Education Journals.)
  • Li, S. S. (2014). Adoption of three new types of computers in Taiwan: Tablet PCs, netbooks, and smart phones. Computers in Human  Behavior, 35, 243-251. (SSCI Journal) (2014 IF:2.694. Ranking at 15.5%, number 20 in Psychology Journals.)
  • Li, S. S. (2014). Digital television adoption: Comparing the adoption of digital terrestrial television with the adoption of digital cable in Taiwan. Telematics and Informatics, 31, 126-136. (SSCI Journal) (2014 IF:1.120. Ranking at 36%, number 30 in Information Journals.
  • Li, S. S. (2013). Lifestyle orientations and the adoption of Internet-related technologies in Taiwan. Telecommunications  Policy, 37, 639-650. (SSCI Journal) (2013 IF:1.128. Ranking at 35%, number 26 in Communication Journals.)
  • Li, S. S., Ku, L. L., & Liu, Y. L. (2013). Using Rogers’ diffusion of innovation model to examine the willingness to pay for public television in Taiwan. International Journal on Media Management, 15(2), 99-118.
  • Pin-Tzu Huang & Shu-Chu Sarrina Li* (2013) A Niche Analysis of the Competition among  PPStream, Tudou, and YouTube: A Study of the Internet Protocol Television Industry in Taiwain. Chinese Journal of Communication Research  No. 24, 2013.12, 207-241. (TSSCI Journal) (*corresponding author)
  • Yi-Fang Huang  & Shu-Chu Sarrina Li* (2013) Examining the Effects of Crisis  History and Crisis Communication Strategies on an Organization’s Reputation:  A Perspective Using Coombs’ Situational Crisis Communication Theory.  Communication & Society, 26, 169–210. (TSSCI Journal) (*corresponding author)
  • Che-Wei  Wang & Shu-Chu Li (2012) Using the Affective Events Theory to Examine the Relationships  among Emotion, Interpersonal Conflicts, and Communication Strategies: A Study on Journalists in Taiwan. Chinese Journal of Communication Research No. 21,  2012.06, 31-79. (TSSCI  Journal)
  • Li, S. S. (2012). The policy of paid cable and paid per view in Taiwan and its relationship with cable digitalization.  In Y. T. Chou (Ed.)’s Competition and regulation in the age of digital convergence (pp. 23-46). Taipei, Taiwan: 21 Century Foundation.
  • Pin-Yi Wu  & Shu-Chu Sarrina Li* (2011) Examining the Phenomenon of  Mimetic Isomorphism In Taiwan’s TV Industry: A Study on Taiwan’s Variety Show. Journal of Radio & Television Studies. No.33, 63-88. (*corresponding author)
  • Shu-Chu Sarrina Li & Lin-lin Ku (2011) Public Television in Taiwan:  Lessons from the U. S. and South Korea. Journal of Radio & Television Studies.  No.33, 1-22.
  • Shu-Chu Li (2011) The Phenomenon of Organizational Isomorphism in Mass Media Industry. Journal of Communication Research and Practice. No.2, 131-147.
  • Yu-Chien  Li & Shu-Chu Li* (2011) Cultural Values and the Popularity of Taiwan’s Idol Dramas: A Cultural Proximity Perspective. Journal of Radio & Television Studies. No.32, 27-69. (*corresponding author)
  • Ja-Ling Tsai & Shu-Chu Sarrina Li* & Yu-Chien Li (2011) An Examination on  the Relationship between Popular Korean Dramas and Their Cultural Values: A  Cultural Proximity Perspective. Communication & Society, No.16, 55-98. (*corresponding author)
  • Li, S. S., Huang, L. M., & Liu, Y. C. (2011). Communication and group performance: Comparing CMC with FTF decision-making groups in Taiwan (38-57). In Yearwood, J. & Stranieri, A. (Eds.), Technologies for supporting reasoning communities and collaborative decision making: Collaborative approaches. IGI Global Publishers: Pennsylvania, USA.
  • Huang, L. M. & Li, S. S.  (2011). Experts and non-experts in science news reports: From discourse analysis to examine the selection of news sources. In Liu’s (ed.) critical views of discourse analysis on media (pp. 254-266). Peking, China: The Communication University of China Press. (In Chinese)


  • Li,S. S. (2002). New communication technologies and the management of media organizations’ market.  Taipei, Taiwan, ROC: Broadcasting Foundation.

【Research Projects】

  • National Science and Technology Council (NSTC) Research project  (111-113)  New type of radio—Podcast: Examining Its Competitive Advantages and Its Adoption PI (Principal  Investigator)
  • Research project  (111-113)  Diseases, Well-being and the Environment: Research and Social Practices of Medical Humanities( I ) co-PI
  • NSTC Research project  (111-113)  Shopping Channels(Shopping Websites), Brand Personality, and Consumers’ Personality PI (Principal Investigator)
  • NSTC Research project  (107-110)  Beyond Strategic Adaptability : a Study of  Effective Adaptable Negotiators from Yin-Yang Perspective co-PI
  • NSTC Research project (106-109)  Communication Media and Scientific  Information in Food Products: Examining Individuals Information Seeking and  Processing toward the News of Genetically Modified Food PI (Principal  Investigator)
  • NSTC Research project (103-106)  Examining the Relationships among Science  Messages, Science Communication Strategies, and Information Processing  Behaviors: a Study on Climate-Friendly Behaviors PI  (Principal Investigator)
  • NSTC Research project (103-106)  Information Processing and Gratifications Obtained from Science News: an  Audience-Oriented Perspective on Global Warming Issue PI  (Principal Investigator)
  • NSTC Research project (105)  Humanities and Social Science Research Book Planning Theme: Communication industry  research co-PI
  • NSTC Research project (100-103) Using  Rogers’ diffusion of innovation model to examine the relationship between the  diffusion of global warming knowledge and interpersonal communication PI  (Principal Investigator)
  • NSTC Research project (100-103)  Deconstructing Science Communication: Examining the Relationship between  Interpersonal Communication and Mass Media Effects on the Issue of Global  Warming in Taiwan.  PI  (Principal Investigator)
  • NSTC Research project (100-102) Using  Elaboration Likelihood Model to Examine the Relationships among Members’  Attributes, Computer-Mediated Communication, and Small Groups’  Decision-Making Quality PI  (Principal Investigator)

【Domestic and International Journal Work】

  • 2011 – present, Asian Journal  of Communication(SSCI Journal) Editorial  board member
  • 2009 – present,Communication &  Society(Published by the The Chinese University of Hong Kong& Hong Kong Baptist  University)(TSSCI Journal) Editorial  board member
  • 2005-2018, School of Journalism and Communication, The Chinese  University of Hong Kong External Examiner
  • 2011 – present,Chinese Journal of  Communication(SSCI Journal) Reviewer
  • 2006 – present,Asian Journal of  Communication(SSCI Journal) Reviewer
  • 2013 – present,Mass Communication  and Society (SSCI Journal) Reviewer
  • 2014 – present,Journal of Applied  Communication Research (SSCI Journal) Reviewer
  • 2015 – present,Telecommunications  Policy (SSCI Journal) Reviewer
  • 2015 – present,Journal of Media  Economics (SSCI Journal) Reviewer
  • 2015 – present,African Journal of  AIDS Research(SSCI Journal) Reviewer
  • 2016 – present,Computers in Human  Behavior (SSCI Journal) Reviewer
  • 2017 – present,Applied Economics (SSCI Journal) Reviewer
  • 2017 – present,Telematics and Informatics  (SSCI Journal) Reviewer  
  • 2017 – present,Journal of Consumer  Behavior (SSCI Journal) Reviewer
  • 2018 – present, Economy Inquiry(SSCI Journal) Reviewer
  • 2018 – present, Public  Understanding of Science(SSCI Journal) Reviewer  
  • 2019 – present, Journal of  Broadcasting & Electronic Media(SSCI Journal) Reviewer
  • 2007- present, Communication &  Society(The Chinese University of Hong Kong& Hong Kong Baptist  University)(TSSCI Journal) Reviewer  
  • African Journal of Political Science and  International Relations,& International Journal on Media Management  Reviewer
  • Mass Communication Research、Chinese Journal of  Communication Research、Taiwan Democracy Quarterly、Taiwanese Journal for Studies of Science,  Technology and Medicine、Journal  of Communication Research and Practice  Reviewer