• School of Humanities & Social Science

    • Dr Winnie CHAN （陳詠賢博士）
    BA (Hons) (PolyU)
    PhD (PolyU)

    Senior Lecturer
    Programme Director of BBA-MKT Programme
    Department of Marketing

    Tel : (852) 3963 5788
    Email :
    chanwinnie@hsu.edu.hk


    Dr. Chan received her PhD degree and BA degree (First Class Honours) from The Hong Kong Polytechnic University.

    Prior to joining HSUHK, Dr. Chan gained experience in marketing industry and worked as a part-time Lecturer at several well-regarded universities (CityU, HKBU and PolyU) for over 10 years and established a proven track record of teaching excellence at both undergraduate and postgraduate levels covering a broad range of marketing courses.

    Her research and teaching interests lie primarily in the fields of consumer behavior, strategic marketing, retail and marketing management, integrated marketing communications and brand management.


    Research and Teaching InterestsIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
    TopResearch and Teaching Interests
    • Consumer behavior, strategic marketing, retail and marketing management, integrated marketing communications and brand management.
    TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
    • Chan, Wing Yin; To, Chester K.M. and Chu, Wai Ching (2016), “Desire for experiential travel, avoidance of rituality and social esteem: An empirical study of consumer response to tourism innovation”. Journal of Innovation & Knowledge, 1 (1), 24–35.
    • Chan, Wing Yin; To, Chester K.M. and Chu, Wai Ching (2015), “Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods?”. Journal of Retailing and Consumer Services, 27(Nov), 1-10.
    • Chan, Winnie W.Y.; To, Chester K.M.; Chu, Alice W.C. and Zhang, Zhiming (2014), “Behavioral determinants that drive luxury goods consumption: a study within the tourist context”. Research Journal of Textile and Apparel, 18 (2), 84-95.
    • Chan, Winnie W.Y.; To, Chester K.M.; Chu, Alice W.C. and Zhang, Zhiming (2012), “How does luxury fashion purchase affect tourists from Mainland China?”. Proceedings of Asia Pacific Advances in Consumer Research, New Zealand, 10 (eds.), 407-408. Duluth, MN: Association for Consumer Research
    • Chan, Winnie W.Y.; Chu, Alice W.C. and Zhang, Zhiming (2010), “A Study on the purchasing behavior of mainland tourists in buying fashion and apparel items in Hong Kong.” Proceedings of the 12th International Foundation of Fashion and Technology Institutes (IFFTI) Annual Conference, Taiwan: Department of Textiles & Clothing, Fu Jen Catholic University, 632-642.