Research Publications of Clyde A. Warden

Clyde A. Warden is a researcher at National Chung Hsing University in Taichung, Taiwan. His main fields of research include cultural influences on marketing, service satisfaction, EFL student learning motivation, and CALL (Computer Assisted Language Learning) software development and computer impact on students' language abilities. Professor Warden has published several books, software packages and research findings.

Back Home

Research Projects:


Grant money from the Taiwan Council of Agriculture:

  1. Domesticly Produced Coffee Marketing Strategy Research ( 國產咖啡市場潛力及行銷策略之研究), at National Chung Hsing University, Title: Chairman, 2006-2007 (NT$550,000).

Grant money from the National Science Council NSC of Taiwan:

  1. Construction and Study of Consumer Behavior in a Virtual Social Space with Increasing Levels of Commercial Presence, at National Chung Hsing University, Title: Chairman, 2007-2010 (96-2416-H-005-005-MY3 NT$2,559,000).
  2. Exploring Chinese Customer Perceptions of Hypermarket Service, at National Changhua University of Education, Title: Co-Chairman, 2007-2008 (96-2416-H-018-003 NT$383,000).
  3. Taiwanese Consumer Channel Preference: Study of Shopping Behaviors for Poultry & Medical Treatment, at National Chung Hsing University, Title: Chairman, 2006-2007 (95-2416-H-005-017 NT$670,000).
  4. Effects of Negative Environment Events on Consumer Behavior: A Longitudinal Study Core Cultural Shopping, at National Chung Hsing University, Title: Chairman, 2005-2006 ( 94-2416-H-005-026 NT$726,000).
  5. Core Cultural Shopping Mediators in the Media Servicescape: A Study of Marketing Metaphors, at National Changhua University of Education, Title: Chairman, 2004-2005 ( 93-2416-H-018-001 NT$694,200).
  6. Restaurant Service Failure Recoveries: Role Expectations in a Chinese Cultural Setting, at Changhua University of Education, Title: Chairman, 2003-2004 (92-2416-H-018-007 NT$422,400).
  7. Marketing an Unknown Product: The Case of Mormon Religion in Chinese Cultural Setting , at National Cheng Kung University (Tainan), Title: Co-chairman, 2003-2004 (92-2416-H-324-001).
  8. Motivation That May Not Motivate: The Case of Chinese EFL Learners and the Influence of Culture on Motivation, at The Overseas Chinese Institute of Technology, Title: Co-chairman, 2003-2004 (91-2411-H-240-001).
  9. The Role of Online Shopping’s Interface Components in Elaboration of the Marketing Message, at Chaoyang University of Technology, Title: Chairman, 2002-2003 (91-2416-H-324-001 NT$395,400).
  10. Relationship Marketing in Three Cultures: Determinants, Differences, & Distance , National Cheng Kung University (Tainan), Title: Co-chairman, 2002-2003 (91-2416-H-006-004 ).
  11. Relationship Between Language of Origin Effect and Language Learning Motivation, at The Overseas Chinese Institute of Technology, Title: Co-chairman, 2002-2003 (91-2411-H-240-001 91.07.31).
  12. Expanding and Integrating EFL Motivation Theory: A Study of Taiwan Technological and Vocational Students, at The Overseas Chinese Institute of Technology, Title: Co-chairman, 2001-2002 (90-2411-H-240-001 90.07.31).
  13. New Consumer Behavior Marketing Research Instruments: Online Survey Development, Testing, and Validity Verification, at National Cheng Kung University (Tainan), Title: Co-chairman, 2001-2002 (90-2416-H-006-008-SSS 90.07.31).
  14. EFL Learning Motivation: A Marketing Theory Development, at Chaoyang University of Technology (Taichung), Title: Chairman, 2000-2001 (NSC 89-2411-H-324-010 NT$267,300).
  15. Competitive Advantages of E-Commerce and Traditional Channel Structures, at The Overseas Chinese Institute of Technology (Taichung), Title: Co-chairman, 2000-2001 (NSC 89-2416-H-240-001).
  16. Modeling the Role of Ethnocentrism in Multicultural Service Failures and Recoveries, at National Cheng Kung University (Tainan), Title: Co-chairman, 2000-2001 (NSC 89-2416-H-006-054).
  17. Study of Electronic Market Sales Opportunity (EMSO): Theory & Development, at The Overseas Chinese Institute of Technology (Taichung), Title: Co-chairman, 1999-2000 (NSC 89-2416-H-240-001).
  18. Commercial Web Site Interface Language Components: Influence on Country of Origin Effect & Web-based Purchasing Decisions, at Chaoyang University of Technology, Title: Chairman, 1998-99 (NSC 88-2416-H-324-003. 87.08.01).

Grant money from the Ministry of Education:

  1. Expanding ZEBRA interactive English learning program, 1993, at Feng-Chia University, Title: Co-Chairman, 1993.
  2. Study of impact of ZEBRA interactive program on students' ability , at Feng-Chia University, Title: Statistics Advisor, 1994.

Recognition:

  1. Best Research Paper Award (2009). ACME (Association for Chinese Management Educators) Conference award for the paper Subjective Intercultural Variations Among Chinese Negotiators.
  2. Go to Emerald Publishing to See Details of This Award ROC Management Association best paper of the year award (管理學報今年所舉辦之「管理學報論文獎」會議，經評審委員決議，去年您所接受刊登之文章( 虛擬關係行銷之跨文化比較—以台、日、美三國電視購物為例) 獲選為96年度管理學報論文獎得主。 ).
  3. Editorial board member, the SSCI ranked Journal of CyberPsychology & Behavior (2007-Present).
  4. Go to Emerald Publishing to See Details of This Award Emerald Publishing's Literati Awards for Excellence 2004 (see best paper of the year award here). For the paper: Warden, C., Liu, T.C., Huang, C.T., & Lee, C.H. (2003). Service failures away from home: benefits in intercultural service encounters, Internatinal Journal of Service Industries Management, 3(3,4) 436-457 (SSCI Journal).

  5. Warden, C., Wu, W.Y., & Tsai, D.C.(2004). International Academy of E-Business Outstanding Research Paper Award (4th Annual Conference, Atlantic City, New Jersey, USA). Vital interface components' in online shipping tasks.
  6. Warden, C. (2001). NSC Outstanding Research Award (1st Place) for the paper EFL Business Writing Behaviors in Differing Feedback Environments.
  7. Warden, C. (1999). NSC Outstanding Research Award (1st Place) for the paper Modeling Taiwan EFL business writing students' behaviors in differing feedback environments.
  8. Warden, C. (1994). National Business Teachers Association Research Paper Award for the paper An expert system, in ROC business writing classes, to increase feedback & decrease errors while lowering instructor workload.

Ph.D. Dissertation:

Warden, C. (2002). National Cheng Kung University, Business Administration Department Online shopping's vital interface components and their relative importance in online shopping tasks: A conjoint approach.

Back Home

INTERNATIONAL REFEREED JOURNAL PUBLICATIONS:

  1. Warden, C. and Chen, J. (2009).See Paper When hot and noisy is good: Chinese values of renao and consumption metaphors, Asia Pacific Journal of Marketing and Logistics, 21(2), 216-231.
  2. Warden, C. and Chen, J. (2009).See Paper Chinese negotiators’ subjective variations in intercultural negotiations, Journal of Business Ethics, 88(3), 529-537. (SSCI Journal, Impact Factor 0.54)
  3. Warden, C., Huang, C.T., Liu, T.C., & Wu, W.Y. (2008).See Paper Global media, local metaphor: Television shopping & marketing-as-relationship in America, Japan, & Taiwan, Journal of Retailing, 83(3), 119-129. (SSCI Journal, Impact Factor 2)
  4. Warden, C., Huang, C.T., & Chen, J.F. (2007).  Restaurant service failure recoveries: Role expectations of customers, The Journal of Hospitality & Leisure Marketing, 16(1/2), 159-180.
  5. Warden, C., Wu, W.Y., & Tsai, D.C. (2006).  Online shopping interface components: Relative importance as peripheral and central cues, CyberPsychology & Behavior, 9(3), 285-296. (SSCI Journal, Impact Factor 0.87)
  6. Huang, C.T., Warden, C., & Liu, T.C. (2006).  Virtual relationship marketing: A cross-cultural analysis among television home shopping channels in Taiwan, Japan and USA (虛擬關係行銷之跨文化比較—以台、日、美三國電視購物為例), Journal of Management (管理學報), 24(X) , 47-62. (TSSCI Journal)
  7. Chen, J., Warden, C., & Chang. (2006).  Is English a brand: The impact of English language learning on product evaluation, Journal of Language for International Business, 17(1), 29-42. (ABI Journal)
  8. Huang, C. T., Liu, T. C., and Warden, C. A. (2005) The tacit knowledge flow of R&D personnel and its impact on R&D performance, Asia Pacific Management Review (in Chinese), 10(4), 275-286. (TSSCI Journal)
  10. Chen, J., Warden, C., & Chang. (2005).  Motivators that do not motivate: The case of chinese imperativeness as a culturally specific motivating force, TESOL Quarterly, 39(4), 609-634. (SSCI Journal, Impact Factor: 1.0)
  11. Warden, C., Chen, J., & Caskey, D. (2005).  Cultural values and communication online: Chinese and Southeast Asian students in a Taiwan international MBA class, Business Communication Quarterly, 68(2), 222-232 (ABI Journal).
  12. Huang, C.T., Warden, C., Lee, C.H., & Liu, T.C. (2004).  Service Recovery Effects: An inter-cultural service encounters examination , Management Review (in Chinese), 23(3) , 23-52. (TSSCI Journal)
  13. Warden, C., Liu, T.C., Huang, C.T., & Lee, C.H. (2003).  Service failures away from home: benefits in intercultural service encounters, International Journal of Service Industries Management, 3(3,4) 436-457. (SSCI Journal, Impact Factor: 0.49)
  14. Warden, C., Lai, M.K., & Wu, W.Y. (2002).  How World-wide is marketing communication on the World Wide Web?, Journal of Advertising Research, 42(5), 72-84. (SSCI Journal, Impact Factor: 0.88)
  15. Warden, C., & Chen, F. (2002). Study of E-Marketing Mix, The Journal of Chaoyang University of Technology, V7, 43-56.
  16. Warden, C., Wu, W.Y., & Tsai M.T. (2001).  Electronic market sales opportunities (EMSO) model for Web marketing decisions, Journal of Internet Technology, Vol. 2(3), 185-192.
  17. Liu, T.C., Warden, C., Lee, C.H., & Huang, C.T. (2001). Treating a Fatal Service Failure in Unique Cultural Settings, Management Review (in Chinese), 20(1). (TSSCI Journal)
  18. Liu, T.C., Warden, C., Lee, C.H., & Huang, C.T. (2001).  Treating a fatal service failure in unique cultural settings, Journal of Hospitality & Leisure Marketing 8(1).
  19. Warden, C., & Lin, H.J. (2000).  Existence of integrative motivation in Asian EFL setting, Foreign Language Annals, Vol. 33(5), 535-547. (SSCI Journal, Impact Factor: 0.528)
  20. Warden, C. (2000).  EFL business writing behaviors in differing feedback environments, Language Learning, Vol. 50:4, 573-616. (SSCI Journal, Impact Factor: 0.68)
  21. Warden, C., Chen, F. & Renyolds, R.(2000). PC evaluation and impact on EFL errors (a Java-based interactive paper), Computers and Composition Online. (Give the interactive paper a try here)
  22. Warden, C., & Tai, D. (1999). Getting your class on the Web & creating interactive online activities, assignments and quizzes, Communication & Culture Conference Proceedings, Taipei: The Crane Publishing, 211-227.
  23. Warden, C., & Lin, H.J. (1999). The existence and importance of utility (instrumental) in non-English students' motivation in studying English, Communication & Culture Conference Proceedings, Taipei: The Crane Publishing, 67-84.
  24. Warden, C. (1998). Methods of objects, CÆLL (Computer Assisted English Language Learning) Journal (USA), 9(1).
  25. Warden, C. (1998). Properties of objects, CÆLL (Computer Assisted English Language Learning) Journal (USA), 8(4).
  26. Lin, H.J. & Warden, C. (1998). Different attitudes among non-English major EFL students, The Internet TESL Journal (Japan) [On-line], October.
  27. Warden, C. (1998). Programming objects, CÆLL (Computer Assisted English Language Learning) Journal (USA), 8(3), 18-19.
  28. Warden, C. & Chen, F. (1998). The application & impact of PC-based software in evaluating Taiwan students' writing error types, The Journal of Chaoyang University of Technology, Vol. 3, 215-225.
  29. Warden, C., Lambert, W., Murphy, C. & Hu, F. (1998). English teaching in Taiwan: A Western perspective, The English Teacher: An International Journal, 2(3).
  30. Warden, C. (1997). Let's taste some Java, CÆLL (Computer Assisted English Language Learning) Journal (USA), 8(2), 26-27.
  31. Chen, J.F. & Warden, C. (1997). A review of computer error correction in the EFL research, CALL Electronic Journal (Japan) [On-line], 2(1).
  32. Warden, C. (1997). Let's sell it! In T. Boswood (Ed.), New Ways of Using Computers in Language Teaching. Alexandria, VA: TESOL.
  33. Warden, C. (1997) The MessagePad 130. TESL-EJ (USA) [On-line], http://violet.berkeley.edu/~cwp/tesl-ej/index.html, 2(3).
  34. Warden, C. (1997). Begin with the BASICs, CÆLL (Computer Assisted English Language Learning) Journal (USA), 8(1), 21-22.
  35. Warden, C. (1997). To code or not to code, CÆLL (Computer Assisted English Language Learning) Journal (USA), 7(3), 20-21.
    See Summary
  36. Warden, C. (1997). Price of progress, TESOL Matters. (February/March), 9
    See Summary
  37. Warden, C. (1996). Statistical correlation techniques in EFL research. Journal of The Overseas Chinese College of Commerce. V14, 219-227.
    See Summary
  38. Yao, Yi-Chien, Warden, C. (1996) Process writing and computer correction: Happy wedding or shotgun marriage. CALL Electronic Journal (Japan) [On-line], 1(1).
    See Summary
  39. Warden, C. (1996). Development and application of software for improving feedback while decreasing teacher burden in english writing classes, Papers from The Eleventh Conference on English Teaching and Learning In the Republic of China, Taipei: The Crane Publishing, pp. 327-356.
    See Summary
  40. Warden, C. (1995). Expert system's impact on students' writing errors in taiwan EFL business writing classes, CÆLL (Computer Assisted English Language Learning) Journal (USA), 6(2), 22-29.
    See Summary
  41. Warden, C. (1995). Improving feedback while decreasing teacher burden in R.O.C. ESL business english writing classes, Explorations in English for Professional Communication, Hong Kong: City University of Hong Kong , pp125-137.
    See Summary
  42. Warden, C. (1995). Coping with 500 EFL writing students in Taiwan. TESOL Matters, 5 (2), 11.
  43. Warden, C. (1994). Expert system's influence on students' attitudes in ESL business writing classes. Feng-Chia University Research Journal, V27, 21-32.
    See Summary
  44. Warden, C. (1994). Application of modern software development tools in the creation of an expert system for automated correction of errors in R.O.C. business english writing classes. Journal of The Overseas Chinese College of Commerce, V12, 141-189.
    See Summary
  45. Warden, C. (1993). Business English in the academic setting. Journal of The Overseas Chinese College of Commerce, V11, 115-145.
    See Summary

CONFERENCE PRESENTATIONS:

  1. Warden, C., and Chen, J.F. (2008). Culturally specific Chinese retailing psychological values: The case of renao. Global Marketing Conference, Shanghai Jiao Tong University, Shanghai, PRC.
  2. Stanworth, J., Huang, S., and Warden, C. (2008). Service myopia? Chinese customer centric benefits in hypermarkets. Shanghai Jiao Tong University, Shanghai, PRC.
  3. Chen, J.F., Warden, C. (2007). Counter mainstream Chinese retailing psychology. INFORMS Marketing Science Conference, Singapore Management University, Singapore.
  4. Stanworth, J., Warden, C., Huang, C.T. (2007). Differentiation through service: The Chinese customer perspective. INFORMS Marketing Science Conference, Singapore Management University, Singapore.
  5. Warden, C., Wang H.J. (2007). Construction & study of consumer behavior in a virtual social space with increasing levels of commercial presence. INFORMS Marketing Science Conference, Singapore Management University, Singapore.
  6. Warden, C. Lin, T.C. (2007). Chinese consumer psychological perspectives of popular retailer formats: A grounded theory study. INFORMS Marketing Science Conference, Singapore Management University, Singapore.
  7. Warden, C., and Chen, J.F. (2006). Factors influencing expectations of medical: Traditional Chinese versus Western medicine. INFORMS Marketing Science Conference, Katz Business School, University of Pittsburgh, Pittsburgh, U.S.A. (Travel Grant from The National Science Council Republic of China, supporting this Presentation NSC: 94-2416-H-018 -001)
  8. Warden, C., Chen, J., & Caskey, D. (2005). Cultural values and communication online: Chinese and Southeast Asian students in a Taiwan international MBA class. 15th Association for Chinese Management Educators (ACME) International Conference on Pacific Rim Management.
  9. Warden, C., Tsai, D., & Wu, W. (2004). Vital interface components’ relative importance in online shopping tasks. International Academy of E-Business 4th Annual Conference, Atlantic City, NJ, U.S.A. (Travel Grant from The National Science Council Republic of China, supporting this Presentation NSC: 93-2914-I-018-005-A1)
  10. Warden, C., Liu, T., Lee, C., & Huang, C. (2003). Service failures away from home: benefits in intercultural service encounters. The IX APM Conference, November 19-21, in Osaka, Japan.
  11. Warden, C., Tsai, D., & Wu, W. (2003). Vital interface components’ relative importance in online shopping tasks. Academy of Marketing Science Annual Conference, Washington, DC, U.S.A. (Travel Grant from The National Science Council Republic of China, supporting this Presentation NSC: 92-2914-I-324-005-A1)
  12. Warden, C., Liu, T., Lee, C., & Huang, C. (2003). Service failures away from home: benefits in intercultural service encounters. Academy of Marketing Science Annual Conference, Washington, DC, U.S.A.
  13. Warden, C. (2001). Analysis of ESP use in Chinese corporate Websites: description and application. Penn TESOL-East, Temple University, U.S.A.
  14. Warden, C., & Chen, J.F. (2000). Study of English learning motivations of technological & vocational students. Conference on Technical & Vocational Education of Two Sides of the Taiwan Strait, National Taipei University of Technology, Taiwan.
  15. Warden, C., & Chen, J.F. (2000). Web consumers' evaluation of the vital components in ecommerce. The Sixth Asia Pacific Management Conference, National Cheng Kung University, Taiwan.
  16. Warden, C., Chen, J.F., & Lin, H.J. (2000). Existence of integrative motivation in an Asian EFL setting. Quality Language Teaching Through Innovation Conference, Hong Kong University of Science and Technology (Language Centre) & Tsinghua University, Beijing. (Travel Grant from The National Science Council Republic of China, supporting this Presentation NSC: 89-2914-I-324-013-A1)
  17. Warden, C., Lin, H.J. (1999). The existence and importance of utility (instrumental) in non-English students' motivation in studying English, Communication & Culture Conference, Chaoyang University, Taiwan.
  18. Warden, C., Tai, D. (1999). Getting your class on the Web & creating interactive online activities, assignments and quizzes, Communication & Culture Conference, Chaoyang University, Taiwan.
  19. Warden, C. (1997). Creation of an expert system for automated correction of errors in EFL business writing classes, business writing, correction, 13th Computers and Writing Conference, University of Hawaii, Kapiolani Community College. (Travel Grant from the Ministry of Education, Republic of China, supporting this presentation MOE(86)Humanities(2)number86031327)
  20. Yao, Y. & Warden, C. (1997). Process writing and computer correction: happy wedding or shotgun marriage, 13th Computers and Writing Conference, University of Hawaii, Kapiolani Community College.
  21. Warden, C. (1996). Computer solutions for large ESL/EFL writing classes, poster presentation at A Bigger Place to Play: Teaching & Learning In Electronic Spaces, (conference held at George Mason University, sponsered by MAACW) , February, 1996. (Travel Grant from The National Science Council Republic of China, supporting this Presentation NSC: 85-0501-I-240-001-A1)
  22. Warden, C. (1995). Keynote speaker at National Conference on Computers Use In Teaching International Trade, The Overseas Chinese College of Commerce, Taichung, Taiwan, May.
  23. Warden, C., & Chen, J. (1995). The application and impact of pc-based software in evaluating taiwan ESL students' writing error types. Paper presented at The Testing and Evaluation Conference in Second Language Education, Hong Kong, The Hong Kong University of Science & Technology, June.
  24. Warden, C. (1995). An empirical study of EFL students' writing error types and the influence of computer generated feedback on such error types. Paper presented at 12th Conference on English Teaching and Learning in the R.O.C., Tung-Hai University, May.
  25. Warden, C. (1995). Improving feedback while decreasing teacher burden in R.O.C. ESL business english writing classes. Paper presented at Explorations in English for Professional Communication, Hong Kong: City University of Hong Kong, June. (Travel Grant from The National Science Council Republic of China, supporting this Presentation)
  26. Warden, C. (1993). Development and application of software for improving feedback while decreasing teacher burden in english writing classes. 11th Conference on English Teaching and Learning in the R.O.C. (Fu-Jen University), May.

Books:

  1. Warden, Clyde & Chen, Judy (2005). Quick Presentations in English. Ever New Publishing: Taichung.
  2. Warden, C. (1999). Communication & Culture Conference Proceedings, (Editor) Taipei: The Crane Publishing: Taipei, Taiwan.
  3. Warden, Clyde & Chen, Judy (1995). Improving feedback while decreasing teacher burden in R.O.C. ESL business English writing classes. Explorations in English for Professional Communication. Hong Kong: City University of Hong Kong, 125-137.
  4. Warden, Clyde & Chen, Judy (1993). English Signals. Ever New Publishing: Taichung.
  5. Warden, Clyde & Chen, Judy (1993). The Handbook of Quick Business Letters. Ever New Publishing: Taichung.
  6. Warden, Clyde & Chen, Judy (1992). English Mechanics. Ever New Publishing: Taichung.

Back Home

QBook.org

QBook.tv

My Marketing Podcast Show
Chinese Consumer Connection

Visit Warden's Site

Email me
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 2.5 License.