Chen-Chao Tao
Associate Professor

Ext.: 31540

Office: HK134

Email: taoc@mail.nctu.edu.tw

Website/Lab: http://cclab.nctu.edu.tw/


Education

BA.  June, 1991. National Tsing Hua University.
    (Major: Power Mechanical Engineering)
MA.  June, 1996, National Chiao Tung University.
    (Major: Communication Technology)
Ph.D. July, 2006. Indiana University, Bloomington.
    (Major: Mass Communication. Minor: Cognitive Science)

Experience

2013-   Secretary-General
       Research Center for Humanities and Social Sciences
       National Chaio Tung University
2010-2013 Fulbright Scholar
       School of Communication, The Ohio State University
2010-2012 Department Chair, National Chaio Tung University
2009-2010 Associate Professor, National Chaio Tung University
2006-2009 Assistant Professor, National Chaio Tung University
2000-2003 General Manager and Founder, Neobits Technology Inc.
1996-2000 Deputy Manager, Research Editor, Common Wealth Magazine

Expertise

Cognitive Approaches to Media (Eye Movements & Psychophysiology), Social Network Analysis, Interactivity, Mediation & Moderation

Publications, Projects and Honors


Journal Articles


【English】

Beaudoin, C. E., & Tao, C.-C. (2008). Modeling the impact of online cancer resources on supporters of cancer patients. New Media & Society, 10(2), 321-344. (SSCI) pdf link

Tao, C.-C., & Bucy, E. P. (2007). Conceptualizing media stimuli in experimental research: Psychological versus attribute-based definitions. Human Communication Research, 33(4), 397–426. [lead article] (SSCI) pdf link

Bucy, E. P., & Tao, C.-C. (2007). The mediated moderation model of interactivity. Media Psychology, 9(3), 647-672. (SSCI) pdf link

Beaudoin, C. E., & Tao, C.-C. (2007). Benefiting from social capital in online support groups: An empirical study of cancer patients. CyberPsychology and Behavior, 10(4), 587-590. (SSCI) pdf link

【Chinese】

Tao, C.-C. (2011). The role of context in mediated message processing: Cognitive versus situated perspective. Journal of Communication Research and Practice, 1(2), 37-47. pdf link

Tao, C.-C. (2011). How do media stimuli receive attention: Salience or relevance? The perspective of cognitive approaches to media. Mass Communication Research, 107, 245-290. (TSSCI)

Tao, C.-C. (2008). A roadmap for research on Second Life. Journal of Cyber Culture and Information Society, 15, 2-16.

Tao, C.-C. (2007). Quantitative, qualitative, or no change: Journalism and communication education in the age of media convergence. Chinese Journal of Communication Research, 11, 59-64. (TSSCI)

 

Refereed Conference Papers


【English】

Tao, C.-C. (2013, November). Network opportunity: The hidden influence of absent ties. Paper presented at the Trends in social network research, Taipei, Taiwan.

Tao, C.-C. (2013, June). Viewing experience of 3D entertainment technology: A stereopsis perspective. Paper presented at the 63th Annual Conference of the International Communication Association, London, UK.

Tao, C.-C. (2012, May). The role of orienting responses in mediated message processing: Distinction between implicit and explicit automatic processing. Paper presented at the 62th Annual Conference of the International Communication Association, Phoenix, USA.

Tao, C.-C. (2011, August). Attention, eye movements, and memory. Paper presented at the 16th European Conferences on Eye Movements, Marseille, France.

Chiang, Y.-H., & Tao, C.-C. (2010, June & July). The role of communication technology in the formation of friendship: Homophily versus diversification. Paper presented at the International Sunbelt Social Network Conference, Trento, Italy.

Tao, C.-C. (2010, June). Processing emotional stimuli: The competition between positivity and negativity for eye movements and attention. Paper presented at the 60th Annual Conference of the International Communication Association, Singapore.

Tao, C.-C. (2009, May). Processing complex information on the Web: The perceptual load approach. Paper presented at the 59th Annual Conference of the International Communication Association, Chicago, USA.

Kuo, L., Chang, Y., & Tao, C.-C. (2008, July). Conquering the digital divide: The development of woman's digital skills in Taiwan. Paper presented at the 26th Congress of International Association for Media and Communication Research, Stockholm, Sweden.

Tao, C.-C. (2008, May). "My brain is full!" Storage limit and serial position effects during Web search. Paper presented at the 58th Annual Conference of the International Communication Association, Montreal, Canada.

Tao, C.-C. (2007, August). Cognitive processing during Web search: A cognitive control approach. Paper presented at the 90th Annual Conference of the Association for Education in Journalism and Mass Communication, Washington, D.C.

Tao, C. C. & Bucy, E. P. (2006, June). Conceptualizing media stimuli in experimental research: Psychological versus attribute-based definition. Paper presented at the 56th Annual Conference of the International Communication Association, Information Systems Division, Dresden, Germany.

Tao, C. C. & Bucy, E. P. (2006, June). Searching Google News: Interactivity, emotion, and the moderating role of Internet self-efficacy. Paper presented at the 56th Annual Conference of the International Communication Association, Communication and Technology Division, Dresden, Germany.

Tao, C. C. & Bucy, E. P. (2005, November). The mediated moderation model of interactivity. Paper presented at the 91st Annual Conference of the National Communication Association, Mass Communication Division, Boston, MA.

Beaudoin, C. E. & Tao, C. C. (2005, September). Modeling the influence of the Internet and social capital on cancer-related health outcomes. Paper presented at the 3rd International Conference of Cancer on the Internet, New Orleans.

Tao, C. C. & Bucy, E. P. (2005, May). Capture the effect of interactivity: Examining the influence of third variables on the processing of interactivity. Paper presented at the 55th Annual Conference of the International Communication Association, Information Systems Division, New York City.

【Chinese】

陶振超(2013.7)。〈行動傳播的動員力量:網絡機會模式之觀點〉,「2013年中華傳播學會年會學術研討會」論文。台灣,台北。

陶振超、黃夙蓮、許涵琇(2012.11)。〈3D影片更吸引人嗎?認知取徑媒體研究之觀點〉,「2012台灣資訊社會學會年會暨學術研討會」論文。台灣,新竹。

陳毅璁、陶振超(2012.7)。〈視若無睹:以知覺負載理論探討電視新聞多資訊成分化對注意力的影響〉,「2012年中華傳播學會年會學術研討會」論文。台灣,台中。

陶振超(2011.7)。〈情緒在媒介訊息處理中扮演的角色:認知取徑媒體研究之觀點〉,「2011年中華傳播學會年會學術研討會」論文。台灣,新竹。

朱穎君、陶振超(2011.7)。〈你玩的遊戲決定你看的廣告─以知覺負載理論探討遊戲內置廣告效果〉,「2011年中華傳播學會年會學術研討會」論文。台灣,新竹。

鄭博文、陶振超(2011.7)。〈人如何處理電視新聞中的多資訊成分?從自動處理機制觀點探討結構特徵對注意力與記憶的影響〉,「2011年中華傳播學會年會學術研討會」論文。台灣,新竹。

張婷華、陶振超(2011.7)。〈悄悄置入你的心:以概念與知覺促發分析產品置入如何影響觀眾記憶〉,「2011年中華傳播學會年會學術研討會」論文。台灣,新竹。

黃品慈、陶振超(2011.5)。〈測量內聚式與橋接式社會資本〉,「台灣海洋文化的吸取、轉承與發展國際研討會」論文。台灣,新竹。

陶振超(2010.7)。〈認知取徑媒體研究:理論發展與未來展望〉,「2010年中華傳播學會年會學術研討會」論文。台灣,嘉義。

許孟琪、陶振超(2010.7)。〈看你想看的廣告!:探討處理模式對廣告效果的影響〉,「2010年中華傳播學會年會學術研討會」論文。台灣,嘉義。

江苡瑄、陶振超(2010.7)。〈「喜新」還是「念舊」?從動態網絡觀點探討Facebook與友誼之間的選擇和影響效果〉,「2010年中華傳播學會年會學術研討會」論文。台灣,嘉義。

許孟琪、陶振超(2009.11)。〈「玩」遊戲,或是「看」遊戲?不同遊戲類型對廣告效果的影響〉,「第六屆台灣資訊社會學會年會暨學術研討會」論文。台灣,新竹。

游婉雲、陶振超(2009.7)。〈從視覺顯著與習慣化探討陳列式廣告注意力效果〉,「2009年中華傳播學會年會學術研討會」論文。台灣,新竹。

陶振超(2008.12)。〈以社會網絡分析探討客家虛擬社群的形成與演進〉,「第二屆台灣客家研究國際研討會」論文。台灣,新竹。

陶振超(2008.11)。〈建立電腦中介傳播的社會網絡模式〉,「第五屆台灣資訊社會學會年會暨學術研討會」論文。台灣,新竹。

李易鴻、陶振超(2008.11)。〈媒介娛樂再定義〉,「第五屆台灣資訊社會學會年會暨學術研討會」論文。台灣,新竹。

 

Research Projects


【National Science Council - Principal Investigator】

Period Research Project Title
2013/08/01-2015/07/31 Viewing stereoscopic content: A perspective of cognitive approaches to media (102-2410-H-009-021-SS2)
2013/01/01-2013/07/31 The role of orienting response in mediated message processing (Short-term foreign research) (101-2918-I-009-006)
2011/08/01-2013/07/31 Attentional narrowing and memory binding: How emotional content influences memory (100-2410-H-009-036-MY2)
2009/08/01-2011/07/31 The role of emotion in communication processes and effects: The effects of arousal and valence on memory (98-2628-H-009-001-MY2)
2008/08/01-2009/07/31 A selective attention approach: Processing complex information (97-2628-H-009-001-)
2007/01/01-2007/08/31 Explicating the definition of media stimuli in experimental research (96-2412-H-009-001-)

【National Science Council - Co-Investigator】

Period Research Project Title
2011/10/01-2014/09/30 Communication survey database (100-2420-H-004-049-SS3)
2007/08/01-2010/07/31 Contextualized scientific problem solving digital learning: Cognition, emotion, and problem solving ability (NSC96-2511-S009-004-MY3)

【Others】

Period & Funding Agency Research Project Title
2010/08/01-2012/07/31
交大人文與社會科學研究中心
以社會網絡分析探討在台蘭嶼青年流離與認同
2009/04/01-2010/02/28
研考會
部落格的應用對於生活形態及社會發展之影響
2009/01/01-2010/07/31
交大人文與社會科學研究中心
增殖或多樣:全球化,數位化,與變遷中的傳播模式
2007/01/01-2007/11/30
客委會
以社會網絡分析探討客家虛擬社群的形成與演進

 

Former Master Students


Year Name Thesis
101    
101 Shih-Yin Chen Citation network analysis of Chinese Journal of Communication Research: The perspective of exponential random graph model (p*) and dynamic model
101 Yiying Liao Emotion, attitude, and behavior: The perspective of iterative reprocessing model
101 Yi-Tsung Chen The influence of multiple information components of television news on attention: A perceptual load perspective
100 Chiao-Han Hsu The influence of emotional content on storage: The perspective of resource allocation and false memory
100 Ting-Hua Chang Product placement, priming, and implicit memory
100 Ying-Jun Chu How in-game advertising capture attention: the perceptual load approach
100 Pei-Ying Lin Eye tracking and user experience: The mediation model of usability
100 Po-Wen Cheng Processing multiple information components of television news: Interactions between orienting responses and processing mode
99 Yi-Hsuan Chiang Dynamics of the reciprocal process between friendship networks and communication networks
99 Meng-Chi Hsu Browsing versus searching: Interactions between processing and attentional capture
99 Yi-Hong Li Eliciting the coactivation of positive and negative emotions through Stroop-like paradigm
98 Chun-Yu Chang Interactions between online word-of-mouth and ourchase intention using dynamic network analysis: A case study of nb_shopping board of PTT
98 Chih-Hua Chou TV campaign advertising in the 2008 Taiwan presidential election: Issues, neagtive attack, and eye contact
98 Wan-Yun Yu Cognitive processing of Web display ads: The influence of dynamic structural features on attention and memory

 

Former Undergraduate Students


Year Name Topic
101 Lei Chen
Chia-I Cheng
Wen-Ling Chen
Wen-Jie Lo
Join Us websiteJoin Us website
99 楊佳純 一眼瞬間-以內隱記憶探討產品置入效果(98年大專生參與專題研究計畫,編號:98-2815-C-009-039-H)
98 鄧詠兒 網路購物成癮量表
97 Tzu-Hui Ma
Chenfang Hsieh
Su-Lien Huang
Lets Exchange websiteuWant website

 

Awards and Honors


Excellent Young Scholar Grant (2008-2011). National Science Foundation, Taiwan.

Research Fellowship (2005-2006). Ministry of Education, Taiwan.

 

Editorial Responsibilities


Associate Editor, The Information Society, 2008-present.

Editorial Boards:
    Journal of Cyber Culture and Information Society, 2011-present.