Austin Rong-Da Liang
Biographic Data
| ID | 6304319 |
|---|---|
| NAME | Austin Rong-Da Liang |
| GIVEN NAMES | Austin Rong |
| FAMILY NAME | Da Liang |
| SIGNATURE | DA LIANG A R |
| AFFILIATIONS | National Kaohsiung University of Hospitality and Tourism |
| ORCID | 0000-0002-9483-8503 |
| VERIFIED | Yes |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 16 |
| AUTHOR COUNT | 8 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2009 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
Measuring organic food consumption experience
Purpose The purpose of this study is to develop organic food consumption experience (OFCE) scales based on structural/functional theory. Design/methodology/approach In the first step, the construct and item generation of OFCE were developed by a literature review, and 58 items were created for the item pool. In the second step, qualitative interviews were used to evaluate and maintain 35 items. In the third step, an online survey collected 543 va…
Third-party certification labels for organic food
Purpose The purpose of the present study is to examine the effect of organic food certification labels of different third-party verification institutions on consumers' choice of organic food in terms of willingness-to-pay (WTP) using cue utilization theory. Design/methodology/approach The study conducted an experiment in which organic rice and organic certification labels were presented to 360 valid participants. Findings With different organic r…
The effects of relative and referent thinking on tourism product design
Considering the role of agritourism co-creation from a service-dominant logic perspective
The Effects of Product Placement and Television Drama Types on the Consumer Responses of College Students
This study examines the influence of different types of restaurant product placements in various television dramas on consumer responses to the products. Two experiments were designed to test the hypotheses, and statistical results revealed that (1) when restaurant and TV drama characteristics are well matched, it results in creating a higher placement communication effect; and (2) urban romantic dramas that more closely mirror the characteristic…
Enthusiastically consuming organic food
Purpose – The purpose of this paper is to integrate food-related lifestyle (FRL) approaches and perspectives from the theory of planned behavior (TPB) to investigate the profiles of consumers who purchase organic food online and to analyze differences in the related behaviors of consumers with different FRLs. Design/methodology/approach – A link to a web site explaining the content and presenting an online questionnaire was provided through the e…
The relationship between white-water rafting experience formation and customer reaction
Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants
Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants
The relationship between white-water rafting experience formation and customer reaction
The Effects of Product Placement and Television Drama Types on the Consumer Responses of College Students
This study examines the influence of different types of restaurant product placements in various television dramas on consumer responses to the products. Two experiments were designed to test the hypotheses, and statistical results revealed that (1) when restaurant and TV drama characteristics are well matched, it results in creating a higher placement communication effect; and (2) urban romantic dramas that more closely mirror the characteristic…
Enthusiastically consuming organic food
Purpose – The purpose of this paper is to integrate food-related lifestyle (FRL) approaches and perspectives from the theory of planned behavior (TPB) to investigate the profiles of consumers who purchase organic food online and to analyze differences in the related behaviors of consumers with different FRLs. Design/methodology/approach – A link to a web site explaining the content and presenting an online questionnaire was provided through the e…
Considering the role of agritourism co-creation from a service-dominant logic perspective
The effects of relative and referent thinking on tourism product design
Third-party certification labels for organic food
Purpose The purpose of the present study is to examine the effect of organic food certification labels of different third-party verification institutions on consumers' choice of organic food in terms of willingness-to-pay (WTP) using cue utilization theory. Design/methodology/approach The study conducted an experiment in which organic rice and organic certification labels were presented to 360 valid participants. Findings With different organic r…
Measuring organic food consumption experience
Purpose The purpose of this study is to develop organic food consumption experience (OFCE) scales based on structural/functional theory. Design/methodology/approach In the first step, the construct and item generation of OFCE were developed by a literature review, and 58 items were created for the item pool. In the second step, qualitative interviews were used to evaluate and maintain 35 items. In the third step, an online survey collected 543 va…
Business (8 works) · Marketing (7 works) · Advertising (6 works) · Psychology (6 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Economics (4 works) · Tourism (4 works) · Digital Marketing and Social Media (3 works) · Geography (3 works) · Marketing (3 works)