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 (Comput. Hum. Behav., 2012)

The role of sunk costs in online consumer decision-making. - Austin Rong-Da Liang; Chia-Ling Lee; Wei Tung (Electron. Commer. Res. Appl., 2014)

Enthusiastically consuming organic food: An analysis of the online organic food purchasing behaviors of consumers with different food-related lifestyles. - Austin Rong-Da Liang (Internet Res., 2014)