The moderating effect of social roles on user behavior in virtual worlds. - Nai-Ching Yeh; Judy Chuan-Chuan Lin; Hsi-Peng Lu (Online Inf. Rev., 2011)

Exploring users' behavioral model in Web 2.0 applications - The moderating effects of hedonic versus utilitarian motivations. - Nai-Ching Yeh; Judy Chuan-Chuan Lin; Hsi-Peng Lu (AMCIS, 2012)