國立台灣大學商學研究所博士（行銷組）

國立台灣大學商學研究所碩士
國立政治大學企業管理學系畢業

國立高雄大學亞太工商管理學系系主任

國立高雄大學亞太工商管理學系副教授

國立高雄大學亞太工商管理學系助理教授

南台科技大學助理教授
逢甲大學/大葉大學/虎尾科技大學/南台科技大學兼任講師
大成長城股份有限公司 飼料部企劃課課長

行銷管理
行銷企劃實務
消費者行為
行銷研究

• Kuo, Y.-F., Liu, H.-H. and Shen, T.-H. (2024, Apr). Inaction inertia in online shopping: impact of promotional formats and sequence. Journal of Consumer Marketing (SSCI),

• Liu, H.-H., Chou, H.-Y., & Yeh Y.-A (2022, Oct). The effect of different quantity promotion discounts on inaction inertia: The internal mechanisms of perceived closeness and mental accounting. Journal of Behavioral Decision Making, 35 (4).

• Liu, H.-H. & Chou, H.-Y. (2022, May). Attribute specification effect on hedonic and utilitarian options. Australian Journal of Management (SSCI), 47 (2), 322-341.

• Liu, H.-H., & Chou, H.-Y. (2022, May). Effects of quantity promotional frames on inaction inertia. Asia Pacific Journal of Marketing and Logistics (SSCI), 34 (7), 1416-1435.

• Liu, H.-H., Chou, H.-Y. (2022, Oct).The effect of different quantity promotion discounts on inaction inertia: The internal mechanisms of perceived closeness and mental accounting.Journal of Behavioral Decision Making(SSCI).

• Liu, H.-H., Chou, H.-Y. (2021, May). Attribute specification effect on hedonic and utilitarian options. Australian Journal of Management (SSCI).

• Liu, H.-H., Chou, H.-Y. (2021, Oct). Effects of quantity promotional frames on inaction inertia. Asia Pacific Journal of Marketing and Logistics (SSCI).

• Liu, H.-H., Chou, H.-Y. (2021, Jul). The effects of pricing strategy on upgrade intentions. Marketing Intelligence and Planning (SSCI), 39 (5), 743-757.

• Liu, H.-H., & Chou, H.-Y. (2021, Jan). Effects of comparability of promotions on inaction inertia. Marketing Intelligence and Planning (SSCI), 39 (1), 125-139.

• Liu, H.-H. & Chou, H.-Y. (2020, Aug). Payment formats and hedonic consumption. Psychology & Marketing, 37 (11), 1586-1600. 

• Liu, H.-H. & Chou, H.-Y. (2020, Jun). The impact of item complementarity in freebie promotions on value discounting. Journal of Management and Business Research, 37 (2), 101-128.(TSSCI).

• Liu, S.-F., Liu, H.-H., Chang, J.-H., & Chou, H.-N. (2019). Analysis of a new visual marketing craze: The effect of LINE sticker features and user characteristics on download willingness and product purchase intention. Asia Pacific Management Review, 24 (3), 263-277. (TSSCI).

• Liu, H.-H., & Chou, H.-Y. (2019). The Effects of Promotional Package Frames and Price Strategies on Inaction Inertia. Psychology & Marketing, 36 (3), 214-228. (SSCI, 管二學門推薦期刊). 

• Liu, H.-H., & Chou, H.-Y. (2019, Sep). The impact of different product formats on inaction inertia. The Journal of Social Psychology, 159(5), 546-550. (SSCI)

• Liu, H.-H. & Chou, H.-Y. (2018, Jun). Promotional formats and inaction inertia. Journal of Economic Psychology, 66, 22-32.  (SSCI)

• Liu, H.-H., & Chou, H.-Y. (2018, Apr). Currency face values and upgrade  intentions. Management Review, 37(1), 1-14.. (TSSCI).

• Chen, Y.-M., Liu, H.-H., & Chiu, Y.-C. (2017, Jun). Customer benefits and value creation in streaming services marketing: A managerial cognitive capability approach. Psychology & Marketing (管二學門推薦期刊), 34 (12), 1101-1108. (SSCI).

• Liu, H.-H. & Chang, J.-H. (2017, May). Relationship type, perceived trust, and ambiguity aversion. Marketing Letters (管二學門推薦期刊), 28 (2), 255-266. (SSCI).

• Liu, H.-H., & Chou, H.-Y.* (2017, Apr). The selection of freebies and the preference for freebie promotions - A perspective on item characteristics. Journal of Behavioral Decision Making, 30(2), 420-434. (SSCI). 

• Chen, Y. M., Liu, H. H., Yang, Y. K., & Chen, W. H. (2016, Nov). CEO succession in family firms: Stewardship perspective in the pre-succession context. Journal of Business Research.. Journal of Business Research , 69 (11), 5111-5116. (SSCI).

• Liu, H.-H. & Chang, J.-H. (2016, Aug). Relationship Type, Perceived Trust, and Ambiguity Aversion. Marketing Letters, 28(2), 255-266.
  (SSCI).

• Liu, H.-H., & Chou, H.-Y.* (2016, Dec). Do longer or shorter budget temporal　frames matter? Numerosity effects, mental budgets, and purchase intentions. Journal of Marketing Theory and Practice, 24(4), 422-441.

• Chen, Y. M.*, Liu, H. H., & Wu, H. Y. (2016, Jun). Reputation for toughness and anti-dumping rebuttals: Competitive rivalry, perceived benefits, and stage of the product life cycle. Journal of Business Research, 69 (6), 2145-2150. (SSCI).

• Liu, H. H., & Chiu, Y. Y.* (2015). Sales framing, mental accounting, and discount assignments. Asia Pacific Management Review, 20(4), 201-209. (TSSCI)

• Chen, Y.-M., Liu, H.-H., Ni, Y.-T., & Wu, M.-F. (2015, Jul). A rational normative model of international expansion: Strategic intent perspective, market positions, and founder CEOs/family-successor CEOs. Journal of Business Research , 68 (7), 1539-1543. (SSCI).

• Chen, Y.-M., Ni, Y.-T., Liu, H.-H. & Teng, Y.-M. (2015, Apr). Information- and rivalry-based perspectives on reactive patent litigation strategy. Journal of Business Research, 68 (4), 788-792. (SSCI).

• Hsin-Hsien Liu, Hsuan-Yi Chou (2015, Mar). The effects of promotional frames of sales packages on perceived price increases and repurchase intentions. International Journal of Research in Marketing , 32(1), 23-33. (SSCI, 44/110, BUSINESS).

• Liu, H.-H., & Chiu, Y.-Y.* (2015, Dec). Sales framing, mental accounting, and discount assignments. Asia Pacific anagement Review, 20 (4), 201-209. (TSSCI).

• Liu, H.-H., Chou, H.-Y. (2014, Sep). Relationship types and the sunk cost effect. Asia Pacific Management Review, 19 (3), 239-251. (TSSCI).

• 劉信賢,周軒逸（2014年03月）。可比較性對知覺漲價與再購意願的影響。管理學報，31 (1), 41-62。（TSSCI）。國科會：101-2410-H-390-001。

• Liu, H.-H. (2013, Dec). How Promotional Frames Affect Upgrade Intentions. Journal of Economic Psychology, 39 (December), 237-248.. (SSCI, 122/332, ECONOMICS). NSC 102-2410-H-390-001.

• 劉信賢、邱玉葉，2012 增量、升級或折扣？促銷框架對成本配置及相對偏好的影響. 台大管理論叢, 23 (1), 269-296 (TSSCI)。

• Liu, H.-H. (2011), Task formats and ambiguity aversion. Journal of Behavioral Decision Making, 24 (3), 315-330. (SSCI, IF=2.842)

• Liu, H.-H. (2011), Impact of regulatory focus on ambiguity aversion. Journal of Behavioral Decision Making, 24 (4), 412-430. (SSCI, IF=2.842).

• Liu, H.-H., & Colman, A. M. (2009). Ambiguity aversion in the long run: Repeated decisions under risk and uncertainty. Journal of Economic Psychology, 30 (June), 277-284. (SSCI, IF=0.943)

• Chang, C.-C. & Liu, H.-H. (2008), "Which Is the Compromise Option? Information Format and Task Format as Determinants", Journal of Behavioral Decision Making , 21 (1), 59-75 . (SSCI, IF=2.071)

• Chang, C.-C. & Liu, H.-H. (2008), “Information Format–Option Characteristics Compatibility and the Compromise Effect”, Psychology & Marketing, 25 (9), 881-900. (SSCI, IF=1.232)

• Liu, H.-H., & Liang, L.-C. (2018). The Impact of Relationship Types between Public Sector and Companies On The Perceived Service Quality, Perceived Truth, And Reinvestment Intentions, 2018 International Conference on Business and Information, Korea,   Seoul.   
• Liu, H.-H., & Chou, C.-J. (2017, Jul). Price Strategy on Upgrade Intention -The Moderators of Price Complexity and Action Orientation (BAI2017), Hiroshima, Japan.
• Liu, H.-H., & Lin, F.-Y. (2016, Jul). The framing effect of sales packages on inaction inertia of the individual items (BAI2016), Nagoya, Japan.
• Liu, H.-H., & Chen, J.-T. (2016, Jul). Affect-based complementarity and the value-discounting effect (BAI2016), Nagoya, Japan.
• Liu, H.-H., & Liang, Y.-C. (2016, Jul). How promotional formats influence the inaction inertia (BAI2016), Nagoya, Japan.
• Chen, Y.-M., Liu, H.-H., & Yang, Y.-K., Chen, W.-H. (2016, March). CEO succession in family firms: Stewardship perspective in the pre-succession context. 2016 GIKA-Europe Annual Conference, Valencia, Spain.
• Hsin-Hsien Liu, I-Ting Wang (2015, Jul). COMPLEMENTARITY OF THE FREEBIE PROMOTION AND THE VALUE-DISCOUNTING EFFECT. 2015 International Conference on Business and Information (BAI2015), Macau.
• Hsin-Hsien Liu, JIAN-YU HUANG (2015, Jul). COMPATIBILITY AND INACTION INERTIA. 2015 International Conference on Business and Information (BAI2015), Macau.
• Hsin-Hsien Liu, Hsuan-Yi Chou (2015, Jul). THE IMPACT OF DIFFERENT PRODUCT FORMATS ON THE INACTION INERTIA. 2015 International Conference on Business and Information (BAI2015), Macau.
• Hsin-Hsien Liu, Hsuan-Yi Chou (2014, Jul). Does the longer or shorter budget frame matter? Numberosity effect, mental budget, and ortchase intention. 2014 International Conference on Business and Information (BAI2014), Osaka, Japan .
• Hsin-Hsien Liu, Min-Tai Chi (2014, Jul). How the Product Assormtnets in the Bundle Impact the Consumption of Hedonic Product. 2014 International Conference on Business and Information (BAI2014), Osaka, Japan . 
• Hsin-Hsien Liu, Yu-Ting Wang (2014, Jul). Numberousity effect impact on hedonic attribute. 2014 International Conference on Business and Information (BAI2014), Osaka, Japan .
• Yi-Min Chen,Hsin-Hsien Liu,Yu-Ting Ni,Meng-Fen Wu (2014, Jul). A Rational Normative Model to International Expansion: Strategic Intent Perspective, Market Positions, and Founder CEOs/Family-Successor . 2014 GIKA-Europe
  Annual Conference Accepted paper , Valencia, Spain.
• Hsin-Hsien Liu*, Hsuan-yi Chou (2014, May). Currency Face Values and Upgrade Intentions. Global Entrepreneurship and Innovation in Management (GEIM) Conference in partnership with Journal of Business Research Special
  Issue . MOST 102-2410-H-390-027-MY2.
• Liu, H.-H., & Chou, H.-Y.. (2013, Jul). Comparability on Promotion Reductions and Price Increases. BAI 2013 International Conference on Business and Information, 2013/7/7-9, Bali, Indonesia.
• Liu, H.-H., Liou, D.-J., Hsu, Y.-W., Chen, Y.-T., Agnes, Y.-K., Lin, T.-W., & Hsu, H.-C. (2013, Jul). The Negative-Message of Country-of-Brand-Origin on Brand Attitude and Preference. BAI 2013 International Conference on Business and Information, 2013/7/7-9, Bali, Indonesia.
• Liu, H.-H. (2012). Relationship Types and the Sunk Cost Effect. BAI 2012 International Conference on Business and Information, 2012/7/3-5, Sapporo, Japan. 
• Liu, H.-H., & Fu, H. C. (2012). Bundle or Free Gift? The impact of Bundle Types on Upgrading. BAI 2012 International Conference on Business and Information, 2011/7/3-5, Sapporo, Japan. (Best Paper Award)
• Liu, H.-H., & Lee, Y. M. (2012). Bundle or Free Gift? The impact of Bundle Types on Perceived Price Increase and Purchase Intension. BAI 2012 International Conference on Business and Information, 2011/7/3-5,Sapporo, Japan.
• Liu, H.-H., and Chiu, Y.-Y. (2011). Upgrading or discount? The impact of sales frames on consumers’ relative preferences. BAI 2011 International Conference on Business and Information, 2011/7/4-6, Bangkok, Thailand.
• Liu, H.-H., Chiu, Y.-Y., & Tsai, S. T. (2010). Mental accounting and framing of sale promotions. BAI 2010 International Conference on Business and Information, 2010/7/5-7, Kitakyushu, Japan.
• 劉信賢、邱玉葉，2010，「升級或折扣？促銷框架對成本配置及相對偏好的影響」，2010科技與管理研討會，台北科技大學企管系主辦(獲該研討會行銷組最佳論文獎)。
• Liu, H.-H., Chiu, Y.-Y., & Tsai, S. T. (2010).Mental accounting and framing of sale promotions. 2010 International Conference on Business and Information, 2010/7/5-7, Kitakyushu, Japan.
• 劉信賢、邱玉葉，2010，「促銷框架對商品成本配置及相對偏好的影響」，2010台大商研所校友學術論文研討會，台灣大學商學研究所主辦。
• 劉信賢、邱玉葉、蔡孝棕，2009，「心理會計與促銷折扣框架｣，第六屆行銷科學學會年度學術論文研討會論文集，台灣行銷科學學會主辦。
• 劉信賢、林吉祥、蔡孝棕、丁禹滋，2009，「任務型式對模糊性態度的影響」，2009科技與管理研討會，台北科技大學企管系主辦。
• 劉信賢，2008，「重複決策之模糊性避免探索」，2008台大商研所校友學術論文研討會論文集，台灣大學商學研究所主辦。(NSC 97-2410-H-218-025-)
• 劉信賢，2008，「調節焦點與模糊性避免」，台北科技大學2008商業管理研討會論文集，台北科技大學商業自動化與管理研究所主辦。
• 劉信賢，2008，「調節焦點對模糊性態度的影響」，2008 第五屆企業經營管理研討會論文集(ISBN 978-986-83910-4-8)，清雲科技大學企管系主辦。(NSC 97-2410-H-218-025-)
• 劉信賢、林吉祥，2008，「選項特性相容性對模糊性選項及目標相容選項的影響｣，第五屆行銷科學學會年度學術論文研討會論文集，台灣行銷科學學會主辦。

• 「Option Characteristics Compatibility and the Compromise Effect」，國立台灣大學商學研究所博士論文，中華民國九十七年十二月。