| A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness TL Huang, S Liao Electronic Commerce Research 15 (2), 269-295, 2015 | 533 | 2015 |
| Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan CJ Keng, TL Huang, LJ Zheng, MK Hsu International Journal of Service Industry Management, 2007 | 512 | 2007 |
| Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value TL Huang, FH Liu Internet Research, 2014 | 248 | 2014 |
| Creating e-shopping multisensory flow experience through augmented-reality interactive technology TL Huang, SL Liao Internet Research, 2017 | 196 | 2017 |
| Psychological mechanisms of brand love and information technology identity in virtual retail environments TL Huang Journal of Retailing and Consumer Services 47, 251-264, 2019 | 113 | 2019 |
| Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment TL Huang Journal of Retailing and Consumer Services 58, 102256, 2021 | 88 | 2021 |
| Enhancing online rapport experience via augmented reality TL Huang, S Mathews, CY Chou Journal of Services Marketing, 2019 | 68 | 2019 |
| Augmented reality is human-like: How the humanizing experience inspires destination brand love TL Huang, BSC Liu Technological Forecasting and Social Change 170, 120853, 2021 | 61 | 2021 |
| The influence of collaborative competence and service innovation on manufacturers’ competitive advantage FH Liu, TL Huang Journal of Business & Industrial Marketing, 2018 | 46 | 2018 |
| Using augmented reality to reinforce vivid memories and produce a digital interactive experience TL Huang, CH Tseng Journal of Electronic Commerce Research 16 (4), 307, 2015 | 41 | 2015 |
| Internet advertising video facilitating health communication: Narrative and emotional perspectives CH Tseng, TL Huang Internet Research, 2016 | 38 | 2016 |
| Augmented reality interactive technology and interfaces: a construal-level theory perspective LLL Chiang, TL Huang, HFL Chung Journal of Research in Interactive Marketing, 2021 | 27 | 2021 |
| Creating a commercially compelling smart service encounter TL Huang Service Business 12 (2), 357-377, 2018 | 22 | 2018 |
| Delineating the role of mood maintenance in augmenting reality (AR) service experiences: An application in tourism TL Huang, RH Tsiotsou, BS Liu Technological Forecasting and Social Change 189, 122385, 2023 | 14 | 2023 |
| Impact of delightful somatosensory augmented reality experience on online consumer stickiness intention TL Huang, HFL Chung Journal of Research in Interactive Marketing, 2023 | 11 | 2023 |
| Young audiences’ emotional experience on smartphone film: an application of dual-coding theory TL Huang, YM Chen Young Consumers, 2014 | 9 | 2014 |
| Do the warning notices decrease or increase opportunistic behavior in cinemas? YM Chen, TL Huang Journal of Retailing and Consumer Services 32, 227-233, 2016 | 8 | 2016 |
| Customers’ attribution of blame in chain store settings: The perspectives of relationship orientation YM Chen, TL Huang Journal of Relationship Marketing 14 (3), 220-238, 2015 | 5 | 2015 |
| Whether service innovativeness has additive effects on mobile banking business from switching costs perspective TL Huang, FH Liu International Journal of Mobile Communications 13 (2), 204-227, 2015 | 5 | 2015 |
| Digital modality richness drives vivid memory experience TL Huang, HFL Chung, X Chen Journal of Research in Interactive Marketing, 2023 | 3 | 2023 |
