Austin Rong-Da Liang

The role of sunk costs in online consumer decision-making

Austin Rong-Da Liang, Chia-Ling Lee, Wei Tung, 2014, Electron. Commer. Res. Appl..

Is that deal worth my money? The effect of relative and referent thinking on starting price under different promotion programs using hotel coupons in online auctions

Austin Rong-Da Liang, Houn-Gee Chen, A. R. Liang, 2012, Comput. Hum. Behav..

Enthusiastically consuming organic food: An analysis of the online organic food purchasing behaviors of consumers with different food-related lifestyles

Austin Rong-Da Liang, A. R. Liang, 2014, Internet Res..