Hsin-Li Hu

What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective

Junyun Liao, Jiada Chen, Shiyong Zheng, 2023, Journal of Retailing and Consumer Services.

Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

Junyun Liao, Hsin-Li Hu, Yingna Jiang, 2023, Frontiers in Psychology.

To switch or not? Effects of spokes-character urgency during the social app loading process and app type on user switching intention

Ning Zhang, Hsin-Li Hu, Scarlet H. Tso, 2023, Frontiers in Psychology.