B2C Internet Commerce: A Tale of Two Nations. - Achita Muthitacharoen; Prashant Palvia (J. Electron. Commer. Res., 2002)

Explaining Alternative Behaviors of Online Consumers: An Integration of the Technology Acceptance Model to Preferential Decision. - Achita Muthitacharoen; Prashant Palvia (AMCIS, 2003)

Segmenting Online Consumers Based on their Preference Developments. - Achita Muthitacharoen; Nattawat Suwan (AMCIS, 2004)

Reexamining Technology Acceptance in Online Task Behaviours. - Achita Muthitacharoen; Prashant C. Palvia; Lloyd D. Brooks; Balaji C. Krishnan; Robert F. Otondo; Donna Retzlaff-Robert (Electron. Mark., 2006)

Segmenting online customers to manage business resources: A study of the impacts of sales channel strategies on consumer preferences. - Achita Muthitacharoen; Mark Lee Gillenson; Nattawat Suwan (Inf. Manag., 2006)

To Send or Not to Send: An Empirical Assessment of Error Reporting Behavior. - Khawaja A. Saeed; Achita Muthitacharoen (IEEE Trans. Engineering Management, 2008)

Understanding the role of Surcharfe Information Transparency and Pricing Strategies in Online Auctions. - Achita Muthitacharoen; John T. Perry (AMCIS, 2009)

Revisiting Bidder Heterogeneities in Online Auctions (The Case of Soft vs. Hard Closing Formats). - Achita Muthitacharoen (ICIS, 2009)

Examining user involvement in continuous software development: (a case of error reporting system). - Achita Muthitacharoen; Khawaja Asjad Saeed (Commun. ACM, 2009)

Examining Interdependencies between Seller's and Buyer's Strategies in Online Auctions: (The Case of Seller's Choice of Auction Duration). - Achita Muthitacharoen; Stefan Tams (AMCIS, 2012)

The Hidden Effects of Opening Bids in Online Auctions. - Achita Muthitacharoen (ICIS, 2012)

The Role of Uncertainty Stemming from Product Monetary Value in Online Auctions: The Case of Search Goods. - Achita Muthitacharoen; Mehmet Barut; Khawaja A. Saeed (Int. J. Electron. Commer., 2014)

Understanding the Interdependencies between Bidding Strategies in Online Auction. - Achita Muthitacharoen (AMCIS, 2016)

An Empirical Investigation of the Consequences of Technostress: Evidence from China. - Leida Chen; Achita Muthitacharoen (Inf. Resour. Manag. J., 2016)

Unequal Qualities of Online Bids and their Relationships with Seller's Strategies in Electronic Auctions. - Achita Muthitacharoen (AMCIS, 2017)

I've Got You Under My Skin: The Past, Present, and Future Use of RFID Technology in People and Animals. - Mark Lee Gillenson; Xihui Zhang 001; Achita Muthitacharoen; Pattarawan Prasarnphanich (J. Inf. Technol. Manag., 2019)