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教授個人資料

教授個人資料
廖淑伶
職稱
教授
專長/研究領域
  • 網路消費者行為
  • 消費者行為
  • 行銷管理
  • 行銷傳播
  • 國際行銷
  • 品牌策略
  • 零售管理
  • --
  • Consumer Online Usage Behavior
  • Electronic Word-of-Mouth
  • Consumer Metacognition
  • Marketing Management
  • Consumer Bargaining
  • Consumer Behavior
  • Retail Management
  • Branding Strategy
  • E-Shopping
學歷
  • 美國普渡大學消費者科學與零售學博士 Ph.D. in Consumer Sciences & Retailing, Purdue University, USA
經歷
  • 元智大學國際企業系副教授
  • 泓格科技股份有限公司獨立董事(2008~迄今)
  • 期刊論文
  • 會議論文
  • 研究計畫
  • 專書/個案/其他出版品
  • 產學計劃
  • 教授課程
  • 論文指導
  • 獲獎與專業證照
  • 學會會員
  • 其他校外服務
  • Yu-yi Ma & Liao, Shuling (2017), “Consumer Need for Authenticity: Conceptualization and Scale Development,”Journal of Management and Business Research, Vol. 34, No. 4, pp.467-496 (TSSCI) (December 2017)
  • Tseng-Lung Huang & Liao, Shuling (2017), “Creating e-shopping multisensory flow experience through augmented-reality interactive technology”, Internet Research, Vol. 27 Issue: 2, pp.449-475. https://doi.org/10.1108/IntR-11-2015-0321 (SSCI, IF 3.017) (March, 2017)
  • Shuling Liao, Crystal Tzu-ying Lee, Tzu-han Lin and Meng-chen Lin ( 2015), “eWOM Richness of Leisure Farm Tour Experience:Influences of Message Valence, Product Type and Consumer Knowledge”, Journal of Marketing Management, Vol.3, No. 2, pp. 55-68.
  • Liao, Shuling, Cindy Yunhsin Chou, & Tzu-Han Lin (2015), “Adverse behavioral and relational consequences of service innovation failure,” Journal of Business Research, Vol.68, Issue 4, pp. 834-839 (SSCI, 2014 IF 1.684).
  • Chianghui Wang & Shuling Liao (2015), “Consumer Ironic Consumption: Luxury Apparel Purchase Rebounds in a Dismal Economy,” Journal of Marketing Management, Vol.3, No. 1, pp.
  • Huang, Tseng-Lung & Shuling Liao (2015), “A Model of the Acceptance of Augmented-Reality Interactive Technology: The Moderating Role of Cognitive Innovativeness”, Electronic Commerce Research , Vol. 15, Issue 2, pp.269-295 (SSCI, 2014 IF 1.773)
  • Liao, Shuling & Scott Murphy (2014), “Consumers as Resellers: Exploring the Entrepreneurial Mind of North American Consumers Reselling Online”, International Journal of Business and Information, Vol. 8, No.2, pp.183-228 (ABI)
  • Liao, Shuling & Colin C. J. Cheng (2014), “Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective”, Journal of Business Research, Vol. 67, Iss.1, pp.2919-2925. (SSCI, 2011 IF 1.872)
  • Liao, Shuling & Hsunchi Chu (2013), “Influence of Consumer Online Resale Awareness on Purchase Decisions: A Mental Accounting Perspective”, European Journal of Marketing. Vol. 47, No.10, pp.1576-1597. (SSCI)
  • Liao, Shuling & Colin C. Cheng (2013), “Consumer Evaluation of Self-service Innovation Failure: The Effect of Brand Equity and Attribution,” The Service Industries Journal, Vol.33, No. 5, pp. 467-485 (SSCI, 2011 IF 2.579).
  • Liao, Shuling & Chou, E. Y. (2012), “Intention to Adopt Knowledge through Virtual Communities: Posters vs. Lurkers,” Online Information Review. Vol. 36 Iss: 3 pp.442-461 (SSCI, 2011 IF 0.939)
  • Liao, Shuling & Colin Cheng (2012), “Consumer Evaluation of Self-service Innovation Failure: The Effect of Brand Equity and Attribution,” Service Industries Journal (forthcoming). (SSCI)
  • Yao, C. W. & Liao, Shuling (2011), “Measuring the Antecedent Effects of Service Cognition and Internet Shopping Anxiety on Consumer Satisfaction with E-tailing Service,” Management & Marketing, Vol. 6, No. 1, pp. 59-78. (ABI)
  • Liao, Shuling, Tzu Ying Lee, & Yao, C. W. (2010), The Influence of Consumer On-line Resale Decision Planned Level: Examination of De-coupling Effect,” Taiwan Journal of Marketing Science, Vol. 6, No. 1, pp.45-72.
  • Liao, Shuling and Yu-Yi Ma (2009), “Conceptualizing Consumer Need for Authenticity,” International Journal of Business and Information, Vol. 4 (1), pp.89 – 114.
  • Yen-Chun Chen, Yung-Cheng Shen, and Shuling Liao (2009), "An Integrated Model of Customers’ Loyalty: An Empirical Examination in Retailing Practice," The Service Industries Journal (SSCI), Vol. 29 (3), pp.267 - 280.
  • Chu, H. & Liao, Shuling (2008). “Toward a Conceptual Model of Consumer Online Resale Behavior: An Exploratory Study in Taiwan”, Journal of Internet Commerce, Vol. 7 (2), 220-252. (ABI)
  • Yu-yi Ma and Shuling Liao (2008). “Toward Channel Relationships Enhancement by Using Nontraditional Control Mechanisms to Boost Retail Chain Member's Commitment and Trust,” The Journal of International Management Studies, Vol. 3 (2), pp.109-113.
  • Chu, H. & Liao, Shuling (2007). Exploring Consumer Resale Behavior in C2C Online Auctions: Taxonomy and Influences on Consumer Decisions. Academy of Marketing Science Review, 11, 1-27. (ABI)
  • Chu, H. & Liao, Shuling (2007), “Defining and Categorizing Consumer Resale Behavior in Consumer-to-Consumer (C2C) E-Commerce,” International Journal of Business and Information, Vol. 2, No.2, pp.159-184.
  • Chi-Jyun Cheng, & Liao, Shuling (2007). “Congruence/Incongruence Perception of Product Strategy and Business Performance: By Contrasting Organizations and Consumers from Taiwanese Telecommunication Industry,” The Journal of American Academy of Business, Vol. 10, No. 2 (March), pp.275-281. (ABI)
  • Chu, H. and Liao, S. (2007). Defining Consumer Resale Behavior in Consumer to Consumer (C2C) E-commerce”, Management Summit, Taipei. (國科會與台灣大學主辦)
  • Chu, H. and Liao, S. (2007). Conceptualizing Consumer Behavioral Changes due to Performing Resale, The 2007 International Conference on Innovation & Management and SMEs, Credit Guarantee & Innovative Economy, Taipei, p6. (經濟部中小企業處主辦)
  • Chu, H. and Liao, S. (2007).Conceptualizing the Influences of Consumer C2C Online Resale Behavior on Purchase Decisions, The 6th Annual Academic Conference, p.23. (台灣科技大學管理新思維研討會)
  • Liao, Shuling and Yu-Huang Huang (2008), “The Prevention Fuction of Counterfactual Thinking from The Perspective of Mental Contamination (逆事實思考預防功能之研究:由心靈污染觀點探討之),” 2008 Annual Conference of Management Review and the First Frontiers in Management Conference (2008管理評論年會暨第一屆前瞻管理學術研討會), November 22-23, Taipei, Taiwan.
  • Liao, Shuling, Tzu ying Lee, and Chen-wen Yao(2009), 消費者網路轉售決策計畫性之影響:去對偶效果之探討。台灣行銷科學學會第六屆年會,2009年12月26日。(NSC 97-2410-H-155 -023 - )
  • 消費者後設認知於自助服務科技學習使用之內涵、角色與影響 (MOST 107-2410-H-155-019-MY3)
  • 後設認知對贈禮決策與行為之影響:非商業與商業贈禮之比較 (MOST 105-2410-H-155 -035 -MY2)
  • 交易協商與議價策略之後設認知研究:消費者-銷售人員雙元比較 (MOST 103-2410-H-155-026-MY2)
  • 產業加值與永續: 產品與服務創新,-產業加值與永續: 產品與服務創新 (MOST 102-2632-H-155-001-MY3)
  • 消費者網路策略性行為之理論建構︰多元取向觀點 (NSC 101-2410-H-155 -009 -MY2)
  • 網路消費者口碑方向與傳染效果之研究: 框架理論、敘事理論與消費經驗理論之三重觀點 (NSC 99-2410-H-155 -033 -MY2)
  • 廖淑伶 著( 2007 ),「消費者行為:理論與應用」。前程出版社。
  • 廖淑伶 著( 2013),「消費者行為」。高立出版社。
  • 廖淑伶 編譯( 2010 ),「行銷管理」。高立出版社。
  • 廖淑伶 編譯( 2012),「行銷管理」。高立出版社。
  • 廖淑伶 編譯( 2014 ),「行銷學管理」。高立出版社。
  • 廖淑伶、馬友薏 編譯( 2016),「行銷管理」。高立出版社。
  • 廖淑伶‧馬友薏 合著 (2020),「消費者行為」。普林斯頓。
  • 數位學習環境中大專院校師生對電子書閱讀器(e-Reader)及電子書(e-book)之使用情境及意願調查(計畫編號IBP-98001)
  • (遠傳電信公司委託), 2010/2/1~2010/6/30
  • 組織文化和工作特性對個人工作後設認知與行銷能力的影響=The Effects of Organizational Culture and Job Characteristics on Personal Job Metacognition and Marketing Competency 徐唯芬(1079705)撰 2020
  • 智慧科技後設認知對科技應用傾向與創造性應用的影響-以智慧型手機為例=The Effects of Smart Technology Metacognition on Creative Appropriation through Technology Appropriation Orientation: An Example of Smartphones 余政鴻(1079710 撰 2020
  • 人格特質、文化後設認知與文化智能對消費者文化適應效果之影響—以日本文化為例=Consumer cultural adaptation upon personality traits, cultural metacognition, and cultural intelligence: Japanese culture as an example 簡少軍(1069704)撰 2019
  • 消費者自助服務科技使用與駕馭之前因與後續反應之研究=The antecedents and effect reaction of consumer usage and mastering toward self-service technology 張敬華(1069705)撰 2019
  • 自助服務科技後設認知之前因與學習後果之研究=A study of antecedents and learning consequences of metacognition toward self-service technology 陳冠真(1079711)撰 2019
  • 贈禮動機與贈禮規劃後設認知對人際贈禮決策之影響=How gift-giving motivation and metacognition of gift-giving planning influence gift-giving decision-making for general social gift-giving 張遠翔(1049705)撰 2019
  • 銷售人員對消費者交易協商與議價後設認知前因與後果之研究=The determinants and consequence of salespeople’s metacognition of negotiation and bargaining to consumers 石容綺(1049709)撰 2019
  • 科技準備度、智慧型科技後設認知與科技壓力對消費者決策自在度與續用意願之影響=The Influences of Technology Readiness, Smart Technology Metacognition, and Technostress on Consumer Decision Comfort and Usage Continuance Intention 曹宥依(1059710)撰 2018
  • 消費者收禮後設認知對收禮反應的影響=The Effects of Consumer's Gift-Receiving Metacognition on Gift-Receiving Reaction 洪慈郁(1059709)撰 2018
  • 創業者與創業團隊特性及團隊溝通社交後設認知影響團隊與個人之探索性研究=How Entrepreneur’s and Team’s Characteristics and Team-Communication Social Metacognition Affect Entrepreneurial Team and Individuals:An Exploratory Study 陳右昕(1059707)撰 2018
  • Consumers' Psychology of Online Dating: An Exploratory Study=線上交友網站消費者的心理探索性研究 艾瑪琍(1049717)撰 2018
  • 從後設認知探討銷售人員處理顧客拒絕之策略. 銷售人員目標之干擾影響=A Meta-cognition Perspective of How Salespeople Handle Customer’s Rejection: The Moderating Influence of Selling Goal 楊奕寬(1049707)撰 2017
  • 商業送禮之後設認知研究=The Role of Metacognition in Business Gift-Giving 林孟蓁(989411)撰 2016
  • 網路口碑發表者發表動機與相應能力之研究:以後設認知觀點探討之=Online Reviewers’ Motives and Corresponding Abilities in Posting Electronic Word-of-Mouth:A Metacognition Perspective 林子涵(989412)撰 2016
  • 大台北地區消費者選擇搭乘UBER考量因素之探討=A discussion of consumer choice considerations of taking Uber in Taipei area 余宛諭(1037041)撰 2016
  • 內容行銷對唇膏品牌購買意願的影響 : 以台灣VOGUE網站為例=A research of content marketing influence on consumer purchase intention of lipstick brands: a case study of taiwan vogue website 施語喬(1036979)撰 2016
  • 經濟衰退下的奢華消費反彈 : 弔詭效應觀點之應用=Luxury Purchase Rebounds in Dismal Economy : From an Ironic Effect Perspective 王薔惠(979408)撰 2016
  • 金錢權力、刻板印象及異性關係後設認知對首次約會付費方式傾向影響之研究=Effects of Money Power, Stereotype, Relationship Metacognitions toward Paying Behavioral Intention in First Dating 楊雅婷(1029701)撰 2015
  • 購物中心主力客群使用購物中心APP偏好之探討. 以T購物中心為例=A Study of APP Preferences among the Major Customers of Shopping Malls —T Shopping Mall as an Example 蔡馥聲(1026818)撰 2015
  • 手作創意商品之品牌經營研究=A Qualitative Study of Brand Management of Creative Handmade Works 廖玉琪(1027056)撰 2015
  • 經銷商對零售商通路服務提供之探討-以A禮品公司為例=Channel Service Offering of Wholesaler to Retailer-A Case Study of "A" Gift Company 陸永聖(1026858)撰 2015
  • 非營利組織策略規劃與行銷傳播之研究 : 以生命線協會為例=A Study of Strategic Planning and Marketing Communication for a Nonprofit Organization: A Case Study of Taiwan Lifeline International 吳亞璇(996909)撰 2015
  • 擴增實境影響消費決策之探討=Effects of Consumer Decision on Augmented Reality 廖貞皓(1029709)撰 2015
  • 互動裝置平臺會影響人的健康狀態嗎? : 以比較個人電腦與行動裝置遊戲為例=Will Interactive Devices Affect the People's Well-being?To Compare the Games of PC and Mobile Devices 黃昌輝(1029708)撰 2015
  • 2018 (107)年管理學報最佳論文獎
  • 2020 第十屆聯電經營管理論文獎佳作獎
  • 泓格科技股份有限公司薪酬委員會委員。
  • ․桃園縣縣政府人力資源處就業服務策進委員會委員。
  • ․國貿局「優質平價新興市場推動方案」審查委員。
  • ․經濟部商業司服務業創新計畫審查委員。
  • ․外貿協會培訓中心講師。
  • ․國科會人文處管理學門 專題研究計畫審查委員。
  • ․教育部專科以上學校教師升等審查委員。
  • ․政治大學、文化大學、中國科技大學、逢甲大學、高雄第一科技大學教師升等外審委員。
  • ․電子商務學會崇越論文大賞博士論文評審
  • ․ACR、AMA、AMS、SCP 國際學術會議審查委員。
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