Principal Investigator, National Science and Technology Council, "Deconstructing the Neurocognitive Architecture of Generative AI Learning: Constructing a Dual-Process Model of Learner Engagement," NSTC 115-2410-H-032-059-MY2 (2026/08/01–2028/07/31)
Principal Investigator, Ministry of Education Teaching Practice Research Program, "AI-Enabled New Horizons: The Impact of Generative AI Materials on the Effectiveness of Empowering Hybrid Education," PBM1154848 (2026/08/01–2027/07/31)
Principal Investigator, National Science and Technology Council, "Exploring Marketing Strategies of Generative AI-Powered Applications: Evidence from Self-Reported and EEG Data," NSTC 114-2410-H-032-051-MY2 (2025/08/01–2026/07/31)
Principal Investigator, Ministry of Education Teaching Practice Research Program, "An Investigation of Gamification Design for Enhancing Learning Performance in Blended Education," MOE PBM1142931 (2025/08/01–2026/07/31)
Principal Investigator, Ministry of Education Teaching Practice Research Program, "Exploring the Application of Coopetitive Pedagogic Strategy for Enhancing Learning Performance in Blended Education," MOE PBM1135056 (2024/08/01–2025/07/31)
Principal Investigator, National Science and Technology Council, "Exploring Design Strategies of Meta Pedagogies: Evidence from Self-Reported and EEG Data," NSTC 112-2410-H-032-013-MY2 (2023/08/01–2025/07/31)
Principal Investigator, Ministry of Education Teaching Practice Research Program, "Transforming Blends for Learning Performance in Post-Pandemic Life," MOE PBM1121520 (2023/08/01–2024/07/31)
Principal Investigator, Tamkang University Interdisciplinary Faculty Research Team Grant, "臺灣與瑞典的線上幸福感知比較," TKU 110-Interdisciplinary-Team-8 (2021/08/01–2022/07/31)
Principal Investigator, Ministry of Science and Technology, "A comparison of different types of signals of scarcity due to supply and demand: A neuropsychological investigation," MOST 109-2410-H-032-033 (2020/08/01–2021/07/31)
Principal Investigator, Ministry of Science and Technology, "Exploring the Effect of Hunger Marketing Strategy on Consumer Buying Decision Process: A Neuropsychological Investigation," MOST 108-2410-H-032-059 (2019/08/01–2020/07/31)
Principal Investigator, Ministry of Science and Technology, "Exploring the Determinants of Purchase Intention of Cross-Border Online Shopping: Evidence from Self-Reported and EEG Data," MOST 107-2410-H-032-039 (2018/08/01–2019/07/31)
Principal Investigator, Ministry of Science and Technology, "Internet Advertising Effects: An Integration of Synesthesia Effects, Multiple Cues and Electroencephalogram Attributes," MOST 106-2410-H-032-025 (2017/08/01–2018/07/31)
Principal Investigator, Ministry of Science and Technology, "Implementation and Evaluation of Mobile Gamification Design for Effective Performance," MOST 104-2410-H-032-046-MY2 (2015/08/01–2017/07/31)
Principal Investigator, Ministry of Science and Technology, "Antecedents of Loyalty towards Smartphone Applications," MOST 103-2410-H-032-034 (2014/08/01–2015/07/31)
Principal Investigator, Ministry of Science and Technology, "Understanding Consumers' Purchase Intentions in Mobile Commerce: The Role of Impulsivity," MOST 102-2410-H-032-055 (2013/08/01–2014/07/31)
Co-Principal Investigator, Ministry of Science and Technology, "The Digital Footprints of Media Prosumers: Exploring a New Methodology for Social Media Research," NSC 102-2420-H-004-049-MY3 (2013/08/01–2016/07/31)
Principal Investigator, Ministry of Science and Technology, "Understanding the Determinants of Customer Loyalty in Social Commerce: From Social Marketing Perspective," NSC 101-2410-H-032-011 (2012/08/01–2013/07/31)
Principal Investigator, Tamkang University, "Understanding the User behavior and Technology Based on Cloud Services" (2012/08/01–2013/07/31)
Principal Investigator, Ministry of Science and Technology, "A Longitudinal Case Study on the Dynamic Management of Web 2.0 Service Development," NSC 100-2410-H-032-016 (2011/08/01–2012/07/31)
Co-Principal Investigator, Tamkang University, "Understanding the Interactive Strategies for Small- and Medium-sized Enterprises (SMEs) in Taiwan to Enhance Their Competitive Advantage" (2011/08/01–2012/07/31)
Principal Investigator, Ministry of Science and Technology, "The antecedents and measurement of customer contribution in the bank industry," NSC 99-2410-H032-087 (2010/10/01–2011/07/31)