Tze-Hsien Liao
Biographic Data
| ID | 9559893 |
|---|---|
| NAME | Tze-Hsien Liao |
| GIVEN NAMES | Tze-Hsien |
| FAMILY NAME | Liao |
| SIGNATURE | LIAO T |
| AFFILIATIONS | National Taipei University of Education |
| VERIFIED | No |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 4 |
| WORKS AS AUTHOR | 3 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2009 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
The importance of human interactivity in artificial intelligence use in advertising
This paper introduces the artificial intelligence (AI) interactive experience (AI-IE) among consumers. This concept was measured using Chinese and English versions of an AI-IE scale. Three studies, involving 12 questionnaire surveys administered to 3,300 respondents (3,000 from Taiwan and 300 from New York), were conducted. In Study 1, an AI-IE scale with 14 items across the following 4 dimensions was developed: AI intimacy and understanding, AI …
Sequential combination of consumer experiences and their impact on product knowledge and brand attitude
Purpose – The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed. Design/methodology/approach – Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist→DE), ex…
Consequences of Postpurchase Dissonance
The consequences of postpurchase dissonance (PPD) based on the use of postpurchase regret theory were integrated in a two-stage study. A total of 125 valid questionnaires was collected from consumers who made purchases in computers, communications, and consumer electronics (3C) stores. The results show that PPD negatively influences postpurchase satisfaction (PPS) and repurchase intention (RPI), and positively influences complaint intention (CI).…
Sequential combination of consumer experiences and their impact on product knowledge and brand attitude
Purpose – The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed. Design/methodology/approach – Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist→DE), ex…
Consequences of Postpurchase Dissonance
The consequences of postpurchase dissonance (PPD) based on the use of postpurchase regret theory were integrated in a two-stage study. A total of 125 valid questionnaires was collected from consumers who made purchases in computers, communications, and consumer electronics (3C) stores. The results show that PPD negatively influences postpurchase satisfaction (PPS) and repurchase intention (RPI), and positively influences complaint intention (CI).…
Sequential combination of consumer experiences and their impact on product knowledge and brand attitude
Purpose – The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed. Design/methodology/approach – Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist→DE), ex…
The importance of human interactivity in artificial intelligence use in advertising
This paper introduces the artificial intelligence (AI) interactive experience (AI-IE) among consumers. This concept was measured using Chinese and English versions of an AI-IE scale. Three studies, involving 12 questionnaire surveys administered to 3,300 respondents (3,000 from Taiwan and 300 from New York), were conducted. In Study 1, an AI-IE scale with 14 items across the following 4 dimensions was developed: AI intimacy and understanding, AI …
Advertising (2 works) · Business (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Digital Marketing and Social Media (2 works) · Marketing (2 works) · Psychology (2 works) · Social Psychology (2 works) · Social Psychology (2 works) · AI in Service Interactions (1 work) · Behavioral Health and Interventions (1 work)