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广西大学助理教授，华中科技大学博士（2016），中山大学副研究员（2016-2019），市场营销方向，研究兴趣包括社会排斥行为、全渠道营销、在线商店价格促销和直播带货等。近年在Frontiers in Psychology、Journal of Consumer Behavior 、Internet Research、International Journal of Hospitality Management和Journal of Cleaner Production 等SSCI英文期刊上发表学术论文8篇（其中一作6篇），目前主持教育部人文社科和广东省自然科学基金项目各一项，也在参与国家自然科学基金重点和面上项目各一项，还参与国家社科重大项目一项。曾荣获2016届华中科技大学优秀博士毕业研究生、2016至2020年连续五年获得《营销科学学报》“优秀评审专家”和2017年度中国市场营销国际学术年会“最佳会议论文一等奖”等奖励。并在《营销科学学报》、《心理学报》、Journal of Retailing and Consumer Services、International Marketing 和International Review of Social Psychology 等期刊上担任匿名评审专家。
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《营销科学学报》、《心理学报》、Journal of Retailing and Consumer Services、International Marketing 和International Review of Social Psychology 等期刊的匿名评审专家。
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国家社会科学基金，重大项目，18ZDA066，虚拟集聚的理论及其应用研究，2019-01至2022-12，80万，在研，参与教育部人文社会科学研究基金，青年项目，18YJC630083，社交媒体视角下的社会排斥对消费者炫耀消费行为的影响研究，2018-07至2021-6，8万，在研，主持广东省自然科学基金，一般项目，2018A，基于社交媒体情景的社会排斥对消费者炫耀行为影响的机理研究，2018-4至2021-3，10万，在研，主持。国家自然科学基金，重点项目，，全渠道营销的理论与实践研究，2018-01至2022-12，200万，在研，参与国家自然科学基金，一般项目，**，基于价值共创与顾客旅程的在线品牌社区顾客互动、顾客体验及社区绩效机制研究，2018-01至2021-12，48万，在研，参与
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[1] Liang, Shichang, Xuebin Dong, Yaping Chang, Yanling Yan*. The Influence of the Inconsistent Color Presentation of the Original Price and Sale Price on Purchase Likelihood, Frontiers in Psychology, 12(2021): 603754. (SSCI)[2] Dong, Xuebing#, Shengmin Liu#, Hongbo Li*, Zhi Yang#, Shichang Liang#, and Nianqi Deng#. \"Love of Nature as a Mediator between Connectedness to Nature and Sustainable Consumption Behavior.\" Journal of Cleaner Production 242 (2020): 118451. (SSCI)[3] Liang, Shichang, Yaping Chang, XueBing Dong, and Jinshan Wang. \"Perceived Uniqueness: Locus of Control, Social Exclusion, and Choice.\" Social Behavior and Personality 47, no. 11 (2019): e8066. (SSCI)[4] Zhu, Dong Hong, Zhi Jie Zhang, Ya Ping Chang, and Shichang Liang. \"Good Discounts Earn Good Reviews in Return? Effects of Price Promotion on Online Restaurant Reviews.\" International Journal of Hospitality Management 77 (2019): 178-86. (SSCI)[5] Dong, Xuebing, Yaping Chang, Shichang Liang, and Xiaojun Fan. \"How Online Media Synergy Influences Consumers' Purchase Intention: A Perspective from Broadcast and Interactive Media.\" Internet Research 28, no. 4 (2018): 946-64. (SSCI)[6] Liang, Shichang, Yun He, Yaping Chang, Xuebing Dong, and Donghong Zhu. \"Showing to Friends or Strangers? Relationship Orientation Influences the Effect of Social Exclusion on Conspicuous Consumption.\" Journal of Consumer Behaviour 17, no. 4 (2018): 355-65. (SSCI)[7] Liang, Shichang, Yun He, Yaping Chang, Jinshan Wang, and Xiaozhi Huang. \"Gilding the Lily? Incongruent Color Presentation of Original and Sale Price Influences Purchase Likelihood.\" In Proceedings of 2018 China Marketing International Conference: Smart Marketing: Human, Technology and Innovation, edited by Z. Yang. Proceedings of China Marketing International Conference, 608-12, 2018.(CPCI-SSH)[8] Liang, Shichang, Yun He, Yaping Chang, and Jinshan Wang. \"The Different Choice in Response to Social Exclusion: The Role of Relationship Orientation.\" In Proceedings of 2018 China Marketing International Conference: Smart Marketing: Human, Technology and Innovation, edited by Z. Yang. Proceedings of China Marketing International Conference, 613-18, 2018. (CPCI-SSH)[9] Liang, Shichang, Yaping Chang, and Yun He. \"Showing to Friends or Strangers? The Relationship Orientation Influences the Effect of Social Exclusion on Conspicuous Consumption.\" In Proceedings of 2017 China Marketing International Conference: Marketing Strategy in the Sharing Economy: Localization and Globalization, edited by Z. Yang. Proceedings of China Marketing International Conference, 887-93, 2017. (CPCI-SSH)[10] Liang, Shichang, Yaping Chang, and Jinshan Wang. \"Social Exclusion and Conspicuous Consumption: The Moderating Effect of Power State.\" Social Behavior and Personality 45, no. 2 (2017): 321-29. (SSCI)[11] He, Yun, Shichang Liang, Meirong Yuan, and Xuebing Dong. \"The Role of Consumption Type on the \"Looking\" of Future-Directed Direction a Construal-Level Perspective.\" In Proceedings of 2017 China Marketing International Conference: Marketing Strategy in the Sharing Economy: Localization and Globalization, edited by Z. Yang. Proceedings of China Marketing International Conference, 902-05, 2017. (CPCI-SSH)[12] Liang, Shichang, and Yaping Chang. \"Social Exclusion and Choice: The Moderating Effect of Power State.\" Journal of Consumer Behaviour 15, no. 5 (2016): 449-58. (SSCI)[13] Liang, Shichang, Yaping Chang, and Jinshan Wang. \"Social Exclusion and Conspicuous Consumption: The Moderator of Power State.\" In Proceedings of 2015 China Marketing International Conference: Big Data, Cultural Difference and Marketing, edited by Z. Yang. Proceedings of China Marketing International Conference, 642-54, 2015. (CPCI-SSH)
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