"Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda", International Journal of Consumer Studies, Ahead of print, Ahead of print, Ahead of print, 2025/07, SSCI
"Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda", International Journal of Consumer Studies, Ahead of print, Ahead of print, Ahead of print, 2025/07, SSCI
"Integrating or Tailoring? Optimizing Touchpoints for Enhanced Omnichannel Customer Experience", Journal of Research in Interactive Marketing, Ahead of print, 2024/12, SSCI
"Telling an authentic story by aligning with your product type and price", Journal of Business Research, 169, 113799, 2023/03, SSCI
"How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior", Journal of Retailing and Consumer Services, 69, 103070, 2022/09, SSCI
專書著作
哈佛商業評論（全球中文版）, 遠見天下, 0017-8012, 2022/11/01
研討會論文
"AI-Enhanced Celebrity Endorsements: Emotional Dynamics and Consumer Engagement in The Digital Age.", American Marketing Association (AMA) Summer Academic Conference, Chicago, 2025/08/22
"Beyond Reality: Unveiling Tourists’ Affective and Cognitive Experiences in the Metaverse", AMS World Marketing Congress, Dijon, 2025/07/01
"Redefining Travel Choices in Taiwan Through Virtual Reality: Can Digital Travel in the Metaverse Inspire Real Journeys to Customers?", International Conference on Social Science and Business, Tokyo, 2025/06/25
"Can AI Ethics Shape the Future of Generative AI Adoption? Exploring Attitudes, Ethics, and Perceptions in Consumer", International Conference on Social Science and Business, Tokyo, 2025/06/25
"How do New Technologies Reshape the Travel Experience?", INFORMS Society for Marketing Science (ISMS) 2024, Sydney, 2024/06/27
"Enhancing Customer Repurchase Intention in the Digital Age: An Insight of Social Proof in the Context of Vietnamese Online Marketplace", International Conference on Economics, Business, Management and Finance Research (ICEBMFR-24), Taipei City, 2024/01/23
"Improve the effectiveness of online marketing for banking institutions in Vietnam", The International Conference on Finance, Accounting and Auditing (ICFAA), Ha Noi, 2023/12/20
"Explore the Impact of Omnichannel Touchpoints on Customer Purchase Intention", Technological Forecasting and Social Change Special Conference (TFSC, Hsinchu City, 2023/10/28
"Identifying key touchpoints to improve customer experience in an omnichannel world", American Marketing Association (AMA) Summer Academic Conference, San Francisco, 2023/08/04
"Investigating the moderating role of personality traits in authentic ads", American Marketing Association (AMA) Summer Academic Conference, San Francisco, 2023/08/04
