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Zui Chih (Rick) Lee joined the marketing faculty at School of Business in 2016. He focuses on digital marketing and analytics curriculum development.   

Dr. Lee is a consumer behavior scholar. His expertise is in online/mobile decision. He researches the impact of antecedents and consequences of consumer behavior and media usage, cross-cultural consumer, and Business to business marketing. His publications appear in many marketing journals.

Professor Lee currently serves as the Associate Editor for the International Journal of Electronic Customer Relationship Management. He was the recipient of the Teaching Excellence Award from the Accreditation Council for Business Schools and Programs in 2018. He was voted “best faculty mentor” in the 1st Business Student Research in 2017.

At ��è�ƽ�� (NJCU), Dr. Lee teaches Digital Marketing Strategy and Global Marketing Strategy courses in the MBA program, and marketing capstone and social media in the undergraduate program. Prior to joining NJCU, Dr. Lee was a tenured professor from Sigmund Weis School of Business at Susquehanna University (AACSB, national ranked 117 in National liberal Arts Colleges), where he received an Outstanding Research & Service Award and a Teaching Innovation and Excellence Award.

Area of Interest/Research
Digital Marketing, Multichannel Retailing, Business to Business Marketing, Global Marketing, Entrepreneurship, Supply Chain Management, Sustainability Marketing 

Schools Attended/Degrees

• Ph.D. in Consumer and Retail - University of North Carolina-Greensboro. 
• MS of International Business Management - National Dong Hwa University, Taiwan. 
• BBA in Transportation Management and Logistic Science - Tamkang University, Taiwan. 

Selected Publications

Wang, C. H., Chang, C. H., & Lee, Z.H.R. (2022). Business-to-business platform ecosystem practices and their impacts on firm performance: Evidence from high-tech manufacturing firms. Journal of Manufacturing Technology Management, 33 (5), 1005-1026.

Lee, Z.C., & Tesfayohannes, M. & Kuo, M. J. (2020). The study of the consumer-company identification on apparel app’s mobile attributes and purchase intention. Advances in Business Research. 10 (1), 36-54.  

Hsieh, Y.J., Lee, Z.C., & Ying, P. (2019). Wine attractions at hotels: Study of online reviews. International Journal of Wine Business Research, 31 (1), 89-108. (Impact factor: 1.58) 

Tesfayohannes, M., & Lee, Z.C. (2019). Promoting grassroots entrepreneurship for developmental capacity building in the horn of Africa. In E. Chrysostome (Ed.), Capacity Building in Developing and Emerging Countries: From Mindset Transformation to Promoting Entrepreneurship and Diaspora Involvement (pp. 121- 150). Springer Publishing. ISSN 1431-1941