Billy Sung

Professor

Curtin University

Australia

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About

Professor Billy Sung is a faculty member at Curtin University in Australia. His research interests encompass various aspects of consumer behavior, artificial intelligence interactions, and educational methodologies, as evidenced by his recent publications. He has investigated topics such as the Australian abalone market, luxury customization, and the adoption of autonomous vehicles. His work also explores innovative training methods, including virtual reality applications within the context of the Australian Defence Force.

Articles (21)

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2025

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2023

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2023

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2023

Collaborators (14)

Michelle Stankovic

AUSTRALIA

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Felix Septianto

Senior Lecturer

University of Queensland

AUSTRALIA

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Andrew Stafford

Senior Lecturer

Curtin University

AUSTRALIA

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Brennen Mills

Senior Lecturer

Edith Cowan University

AUSTRALIA

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Mohamed Estai

University of Western Australia

AUSTRALIA

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Luke Butcher

Teaching and Research Academic

Curtin University

AUSTRALIA

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Cindy Jones

Associate Professor of Behavioural Sciences

Bond University

AUSTRALIA

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Stuart Bender

Associate Professor

Curtin University

AUSTRALIA

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Anne-Maree O'Rourke

University of Queensland

AUSTRALIA

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Vanessa Quintal

Associate Professor

Curtin University

AUSTRALIA

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Deepa Sriram

Griffith University

AUSTRALIA

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Chien Duong

Curtin University

AUSTRALIA

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Hyunjoo Im

University of Minnesota

UNITED STATES

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Martin Masek

Edith Cowan University

AUSTRALIA

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Billy Sung

Research Interests

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About

Articles (21)

Social dynamics of luxury customization: The unique impact of name personalization

Assessing the Australian abalone market: a best-worst approach on 46 attributes

Accounting students’ perceived importance of faculty attributes: a cross-country cross-campus comparison between Malaysia and Australia

The measurement of perceived shared agency in customer–artificial intelligence interactions

Synergistic competencies of business graduates for the digital age: directions for higher education

A cross cultural comparison between Chinese international and Australian domestic visitors on evaluation of luxury seaplane services

Hitting it out of the park with park personality: Scale development and validation

The effect of shopping channel (online vs. offline) on message framing of naturalness

Evaluating a virtual reality dementia training experience using psychophysiological methods: A randomised controlled study

Can market knowledge lead to radical product innovation performance? The double-edged sword effect of absorptive capacity

ParaVerse: co-design of a parachute rehearsal and training virtual-reality enhanced simulator for the Australian Defence Force: combining a generative co-design framework and an agile approach to development

Task type's effect on attitudes towards voice assistants

Prior memory encoding of negative distractors biases emotion-induced blindness

Technology in aged care: a qualitative survey of academic, research, and technology industry professionals

Let voice assistants sound like a machine: Voice and task type effects on perceived fluency, competence, and consumer attitude

Is Australia Ready for Autonomous Vehicles? Examining the Factors Influencing AV Adoption through Expert Interviews

Revisiting experiential marketing: a Delphi study

The effect of severe imagery in advertising on charitable behavior and the moderating role of social closeness

The watchful eye: investigating tourist perceptions of different wireless tracking technologies at a travel destination

Are two reasons better than one? How natural and ethical appeals influence consumer preferences for clean meat

Examining the moderating role of principle-based entity of luxury brands and its effects on perceived CSR motives, consumer situational scepticism and brand resonance

Collaborators (14)

Michelle Stankovic

Felix Septianto

Andrew Stafford

Brennen Mills

Mohamed Estai

Luke Butcher

Cindy Jones

Stuart Bender

Anne-Maree O'Rourke

Vanessa Quintal

Deepa Sriram

Chien Duong

Hyunjoo Im

Martin Masek

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