Agro-products Consumer Initial T rust Formation Mechanism In the Social Commerce Context. - Yunzhong Cao; Yuanhong Ma (WHICEB, 2017)

Analysis of the E-commerce Competitiveness of Special Agro-products: A Case Study Based on the Western Sichuan Plateau. - Yunzhong Cao; Jing Zhang; Yuanhong Ma (IMMS, 2019)

Following the Flow: Exploring the Impact of Mobile Technology Environment on User's Virtual Experience and Behavioral Response. - Yuanhong Ma; Yunzhong Cao; Liangqiang Li; Jing Zhang; Addo Prince Clemen (J. Theor. Appl. Electron. Commer. Res., 2021)

How Does a Review Officer and Her Incentivized Contribution Affect the Review System? - Yuanhong Ma; Ran (Alan) Zhang; Zhong Yao (ICIS, 2022)

Impacts of different interactions on viewers' sense of virtual community: an empirical study of live streaming platform. - Dandan He; Zhong Yao; Pengfei Tang; Yuanhong Ma (Behav. Inf. Technol., 2023)

How social learning drives customer engagement in short video commerce: An attitude transfer perspective. - Dandan He; Zhong Yao; Thompson S. H. Teo; Yuanhong Ma; Wuhuan Xu (Inf. Manag., 2024)

Unveiling the impacts of performance-contingent incentivized reviews on subsequent supplementary reviews. - Yuanhong Ma; Zhong Yao; Jing Zhang; Pengfei Tang (Inf. Process. Manag., 2024)