Educational Qualifications

2018                    
Ph.D. in Marketing, Nanyang Business School, Nanyang Technological University

2007                    
M.Sc. in Management (Recreation & Sport Management), University of Taipei

2005                    
B.B.A. in Finance, National Taiwan University  

Academic and Professional Experience

2023 - Present      
Senior Lecturer, Singapore University of Social Sciences, Singapore

2018 - 2022          
Lecturer, Singapore University of Social Sciences, Singapore

2007 - 2012          
Academic Staff, School of Sports, Health and Leisure, Republic Polytechnic, Singapore

2006 - 2007          
Research Assistant, National Science Council, Taiwan

Selected Publications

Journal Publications:

  • Kuo, T. Y., Tsai, Y. H. & Shao, Y. L. J. (2022). 消費者無禮行為與運動俱樂部員工之工作敬業和工作滿意度：知覺組織支持的調節 [Customer mistreatment and work engagement and job satisfaction of employees in sports clubs: Perceived organizational support as a moderator]. Bulletin of Sport and Exercise Psychology of Taiwan, 22(2), 31-54.
  • Bizen, Y., Kuo, T. Y., & Shao, Y. L. J. (2019). ブランド拡張におけるアスリートによるエンドースメントの有用性について [The effectiveness of athlete endorsement on brand extension]. Japanese Journal of Sport Management, 11(1), 3-20.
  • Shao, Y. L. J., & Kuo, T. Y. (2018). 個人道德認同、慈善動機對公益運動賽會參與意願之影響 [The Influence of Moral Identity and Charity Motives on Charity Sport Event Participation]. Bulletin of Sport and Exercise Psychology of Taiwan, 18(1), 1-20
  • Leng, H. K., Kuo, T. Y., Baysa-Pee, G., & Tay, J. (2015). Singapore 2010 Youth Olympic Games and national pride: An examination of differences between spectators and non-spectators. Sport, Business and Management: An International Journal, 5(1), 21-30.
  • Leng, H. K., Kuo, T. Y., Baysa-Pee, G., & Tay, J. (2014). Make me proud! Singapore 2010 Youth Olympic Games and its effect on national pride of young Singaporeans. International Review for the Sociology of Sport, 49(6), 745-760.

 

Selected International Conference Presentation:

  • Kuo, T. Y., Shao, Y. L. J., & Leng, H. K. (2025, August). Sports and Sustainability: Sport Involvement, Eco-Literacy, Concern for Environment, and Sustainable Consumption. Paper presented at the 2025 Asian Association for Sport Management (AASM) Conference, Taipei, Taiwan.
  • Hanada, Y., Takezawa, M., Ogasawara, E., & Kuo, T. Y. (2025, May). Exploring Mediated Sport Consumption: Socialization Opportunity, Fan Community Identification, and Consumption Intentions in Women’s Japan Basketball League. Paper presented at the 2025 North American Society for Sport Management (NASSM) Conference, San Diego, United States.
  • Lin, I. C., Yang, B. H., Chan, J. H., Shao, Y. L. J., & Kuo, T. Y. (2024, August). Countering Perceived Sportswashing: The Influence of Consumer Attributions, Perceived Authernticity and Fan Group Identification on Attitude toward Corporate Social Responsibility through Sports Sponsorship. Paper presented at the 2024 Asian Association for Sport Management (AASM) Conference, Jeju, South Korea.
  • Kuo, T. Y., Bizen, Y. & Shao, Y. L. J. (2024, March). Exploring Japanese Consumers’ Responses to Roger Federer versus Kei Nishikori as UNIQLO Endorsers: The Interplay of Relevancy, Expectancy, and Brand Familiarity. Paper presented at the 16th Japanese Association for Sport Management (JASM) Conference, Tokyo, Japan.
  • Lin, I. C., Shao, Y. L. J., & Kuo, T. Y. (2023, August). Fan Segmentation: Differentiating P. LEAGUE+ and T1 League Supporters Using Logistic Regression. Paper presented at the 2023 Asian Association for Sport Management (AASM) Conference, Kuching, Malaysia.
  • Kuo, T. Y., & Shao, Y. L. J. (2023, May). Exploring the Effects of Moderately Brand-Incongruent Athlete Endorsement: Taiwanese Consumers’ Perceptions and Responses towards Roger Federer versus Kei Nishikori as UNIQLO Endorsers. Paper presented at the 2023 North American Society for Sport Management (NASSM) Conference, Montréal, Canada.

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