Faculty Profiles

Kiper, E., & Liang, Y. (2025). Do AI-generated fashion ads work as effectively as real fashion ads? An eye-tracking comparison of consumers’ visual attention. Journal of Global Fashion Marketing. https://doi.org/10.1080/20932685.2025.2548548

Liang, Y., Lee, S.-H., & Kiper, E. R. (2025). Eye-Tracking fashion: Assessing the influence of consumer traits on visual attention on fashion advertisements. In International Textile and Apparel Association Annual Conference Proceedings. https://doi.org/10.31274/itaa.18729

Avila, E., Arthur, K., Eyster, L., Liang, Y., & Hustvedt, G. (2025). Styling for all: Strategies for effective fashion styling in cross generational online sales. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 81). https://doi.org/10.31274/itaa.18536

Liang, Y., & Lee, S.-H. (2024). An eye-tracking study: Do consumers’ gender, ethnicity, and fashion interest affect their visual attention to fashion models in advertisements? International Journal of Fashion Design, Technology and Education, 1–12. https://doi.org/10.1080/17543266.2024.2409082

Kamma, V., & Liang, Y. (2024). Sustainability communications among fashion retailers: Comparison of Patagonia and H&M. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 80). https://doi.org/10.31274/itaa.17520

Liang, Y., & Lee, S.-H. (2024). An eye-tracking study: Do gender and ethnicity of consumers affect their visual attention to fashion models in advertisements? In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 80). https://doi.org/10.31274/itaa.17518

Liang, Y., & Hustvedt, G. (2023). Technology Education for Careers for Home Economics Students (TECHES) Workshop Agenda. Retrieved from https://www.ifhe.org/events/world-home-economics-day

Hustvedt, G., & Liang, Y. (2023). What suits teachers: Professional attire and remote work. TAFCS Research Journal, 10(1), 3–27. Retrieved from https://anyflip.com/hxfvx/jmsi

Workman, J., Lee, S.-H., & Liang, Y. (2023). Gen Z’s social media engagement, fashion innovativeness, need for variety, and gender. International Journal of Fashion Design, Technology and Education, 16(1), 110–118. https://doi.org/10.1080/17543266.2022.2126015

Hustvedt, G., & Liang, Y. (2022). The decision to sew: Making face masks during the COVID-19 Pandemic. International Journal of Fashion Design, Technology and Education, 15(3), 287–296. https://doi.org/10.1080/17543266.2022.2043944

Liang, Y., & Hustvedt, G. (2022). Appearance management by teachers: A COVID-19 Pandemic exploration. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 79). https://doi.org/10.31274/itaa.15976

Liang, Y., Bedford, S. C. B., Liu, C., & Lee, S.-H. (2022). Mad[e] to measure? Examining customer reviews of mass-customized menswear by using expectation-confirmation theory. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 79). https://doi.org/10.31274/itaa.15978

Cho, H., Bedford, S. C. B., Hustvedt, G., Liang, Y., & Malone, M. M. (2022). The impact of COVID-19 on fashion students’ stress over teaching modalities. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 79). https://doi.org/10.31274/itaa.16008

Liang, Y., & Hustvedt, G. (2022). Remote working during COVID-19 Pandemic:  Influence of gender and stress on consumers’ shopping motivations. In Consumer Interests Annual (Vol. 68).

Liang, Y., Rangineni, S., & Liu, C. (2022). Fashion or function: Examining consumers’ perceived values of mass-customized menswear via a content mining approach. International Journal of Business Analytics, 9(6). https://doi.org/10.4018/IJBAN.313429

Cho, H., Bedford, S., Hustvedt, G., & Liang, Y. (2022). Careers during COVID: Fashion students’ confidence in the face of a pandemic. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 78). https://doi.org/10.31274/itaa.13689

Liang, Y., Lee, S.-H., & Workman, J. (2022). Consumers hedonic shopping motivations of using mobile self-checkout in fashion retail stores. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 78). https://doi.org/10.31274/itaa.13778

Navarro, M., Liang, Y., & Hustvedt, G. (2022). Mask tracks: An on-campus observation of style, function, and behavior. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 78). https://doi.org/10.31274/itaa.13780

Hustvedt, G., & Liang, Y. (2022). The decision to sew: Making face masks during covid-19 pandemic. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 78). https://doi.org/10.31274/itaa.13779

Liang, Y., Liu, C., & Miller, J. (2022). Understanding consumers’ perceived values of mass-customized dress shirts during COVID-19 Pandemic. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 78). https://doi.org/10.31274/itaa.13777

Liang, Y., Hustvedt, G., & Miller, J. M. (2022). Prioritizing protection by face masks during COVID-19: The application of customer open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 43. https://doi.org/10.3390/joitmc8010043

Liang, Y., Lee, S.-H., & Workman, J. E. (2021). How do consumers perceive mobile self-checkout in fashion retail stores? International Journal of Retail & Distribution Management, 50(6), 677–691. https://doi.org/10.1108/ijrdm-08-2020-0299

Lee, S.-H., Liang, Y., & Qin, J. (2021). [Review of Can consumers’ visual attention be predictable? A saliency modeling-based approach on fashion advertisements, by Y. Chen & A. Mahdi]. International Journal of Fashion Design, Technology and Education, 14(3), 253–262. https://doi.org/10.1080/17543266.2021.1925354

Lee, S.-H., Chen, Y., Mahdi, A., Qin, J., & Liang, Y. (2020). Where do consumers look when viewing fashion advertisements? Saliency based models for visual attention prediction. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 77). https://doi.org/10.31274/itaa.12054

Workman, J., Lee, S.-H., & Liang, Y. (2020). Social media engagement, gender, materialism, and money attitudes. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 77). https://doi.org/10.31274/itaa.12084

Liang, Y., & Liu, C. (2020). Does experience matter? Understanding the changes of consumers’ evaluation after using an online apparel mass customization system. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 77). https://doi.org/10.31274/itaa.12035

Liang, Y., Lee, S.-H., & Workman, J. (2020). Are fashion consumers willing to take risks to purchase a new fashion technology product? In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 77). https://doi.org/10.31274/itaa.12085

Liang, Y., Lee, S.-H., & Workman, J. (2020). How do consumers perceive mobile self-checkout in fashion retail stores? In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 77). https://doi.org/10.31274/itaa.12086

Ramkumar, B., & Liang, Y. (2020). How do smartwatch price and brand awareness drive consumer perceptions and purchase intention? A perceived value approach. International Journal of Technology Marketing, 14(2), 154–180. https://doi.org/10.1504/IJTMKT.2020.110126

Liang, Y., Lee, S.-H., & Workman, J. E. (2020). Implementation of Artificial Intelligence in fashion: Are consumers ready? Clothing and Textiles Research Journal, 38(1), 3–18. https://doi.org/10.1177/0887302x19873437

Liang, Y., Lee, S.-H., & Workman, J. E. (2019). Easy to follow a fashion trendsetter on social media but it’s hard to become one. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 76). Iowa State University Digital Press. https://doi.org/10.31274/itaa.8312

Liang, Y., & Liu, C. (2019). Comparison of consumers’ acceptance of online apparel mass customization across web and mobile channels. Journal of Global Fashion Marketing, 10(3), 228–245. https://doi.org/10.1080/20932685.2019.1619469

Liang, Y., & Ramkumar, B. (2018). Perceived value and intention to purchase a smartwatch: Understanding the role of brand trust, perceived quality, and perceived risk. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 75). Iowa State University Digital Press.

Ramkumar, B., & Liang, Y. (2018). How does price and familiarity of a smartwatch brand affect consumers’ perception of quality, risk, value for money, brand image and purchase intention? A value-based view. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 75). Iowa State University Digital Press.

Liang, Y., Lee, S.-H., & Workman, J. E. (2018). Extending the technology acceptance model to consumer perceptions of fashion AI. In International Textile and Apparel Association Annual Conference Proceedings (1st ed., Vol. 75). Iowa State University Digital Press.

Liang, Y., Liu, C., & McRoberts, L. B. (2017). College students’ acceptance of online mass-customized athletic shoes. Fashion and Textiles, 4(1). https://doi.org/10.1186/s40691-017-0095-z

Liang, Y., Wang, W., Huang, R., Yu, L., Zhang, J., & Zheng, B. (2011). Study on the competition among foreign fast-food catering business using spatial analysis methods: a case study of McDonald’s and Kentucky Fried Chicken in Guangzhou, China. Geometrics World, 9(6), 45–52.