The effects of psychological factors on online consumer behavior. - Shu-Hsien Liao 001; Yu-Chun Chung (IEEM, 2011)

What can influence the consumers' online word-of-mouth? An online gaming perspective. - Shu-Hsien Liao 001; Yu-Chun Chung; Wen-Jung Chang (Int. J. Serv. Technol. Manag., 2013)

A clash of personality? The relationship among consumer personality, brand personality and word-of-mouth with social-cognitive perspective: generation as the moderator. - Shu-Hsien Liao 001; Yu-Chun Chung; Keng-Yi Lin (Int. J. Serv. Technol. Manag., 2015)

A review of brand research (1990-2010): classification, application and development trajectory. - Wen-Jung Chang; Yu-Chun Chung (Int. J. Serv. Technol. Manag., 2016)

Long live friendship? Relationships among friendship, trust and brand loyalty: a study of Starbucks. - Yu-Chun Chung; Shu-Hsien Liao 001; Wen-Jung Chang (Int. J. Web Based Communities, 2018)

Fault-Tolerant Visual Secret Sharing Scheme Using Meaningful Shares. - Yu-Chun Chung; Jia-Hao Ou; Justie Su-Tzu Juan (iCAST, 2019)

Interactivity, engagement, trust, purchase intention and word-of-mouth: a moderated mediation study. - Shu-Hsien Liao 001; Yu-Chun Chung; Wen-Jung Chang (Int. J. Serv. Technol. Manag., 2019)

Risk and opportunity for online purchase intention - A moderated mediation model investigation. - Shu-Hsien Liao 001; Da-chian Hu; Yu-Chun Chung; An-Pu Huang (Telematics Informatics, 2021)