| The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping–celebrity endorsement as a moderating factor L Li, K Kang, A Zhao, Y Feng Information Technology & People, 2022 | 29 | 2022 |
| Investigating factors affecting Chinese tertiary students’ online-startup motivation based on the COM-B behaviour changing theory L Li, K Kang, O Sohaib Journal of Entrepreneurship in Emerging Economies 15 (3), 566-588, 2023 | 23 | 2023 |
| Why ethnic minority groups’ online-startups are booming in China’s tight cultural ecosystem? L Li, K Kang Journal of Entrepreneurship in Emerging Economies 15 (2), 278-300, 2023 | 17 | 2023 |
| Impact of opportunity and capability on e-entrepreneurial motivation: a comparison of urban and rural perspectives L Li, K Kang Journal of Entrepreneurship in Emerging Economies, 2022 | 14 | 2022 |
| Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping L Li, K Kang, Y Feng, A Zhao Journal of Marketing Analytics, 1-14, 2022 | 13 | 2022 |
| Analyzing Shopping Behavior of the Middle-aged users in Tiktok Live Streaming Platform. L Li, K Kang AMCIS, 2020 | 13 | 2020 |
| Effect of the social and cultural control on young eastern ethnic minority groups’ online-startup motivation L Li, K Kang Entrepreneurship Research Journal, 2021 | 11 | 2021 |
| Understanding the real-time interaction between middle-aged consumers and online experts based on the COM-B model L Li, K Kyeong Journal of Marketing Analytics, 2022 | 10 | 2022 |
| Exploring the relationships between cultural content and viewers’ watching interest: A study of Tiktok videos produced by Chinese ethnic minority groups L Li, K Kang 18th International Conference on e-Business, 2021 | 10 | 2021 |
| An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness L Li, Y Feng, A Zhao Journal of Marketing Analytics, 2023 | 9 | 2023 |
| Analysing younger online viewers’ motivation to watch video game live streaming through a positive perspective L Li, K Kang, O Sohaib Journal of Economic Analysis 2 (2), 2023 | 8 | 2023 |
| A Cognitive-Emotional Model From Mobile Short-Form Video Addiction to Intermittent Discontinuance: The Moderating Role of Neutralization Y Feng, L Li, A Zhao International Journal of Human–Computer Interaction, 2022 | 7 | 2022 |
| The role of cultural attractors in live streaming content: regional cultural perspective using multi-group analysis L Li, K Kang PACIS 2022, 2022 | 6 | 2022 |
| Graduates’ intention to develop live commerce: The educational background perspective using multi-group analysis K Kang, L Li, O Sohaib Entrepreneurial Business and Economics Review 11 (1), 113-126, 2023 | 5 | 2023 |
| The Impact of Group Support on College Student’s Online Business Motivation: The Uncertainty Avoidance Thinking as a Moderating Factor L Li, K Kang, O Sohaib Business Perspectives and Research, 2023 | 4 | 2023 |
| Influencing factors of the online start-ups for young ethnic minority groups on the live social platform L Li PQDT-Global, 2022 | 3 | 2022 |
| Online consumers build trust with online merchants through real-time interaction function L Li Journal of Information Economics 1 (4), 11-23, 2024 | 2 | 2024 |
| Discovering online Chinese consumers’ impulse buying in live streaming by the theory of planned behavior L Li, K Kang Journal of Economic Analysis 3, 2023 | 2 | 2023 |
| The impact of social and cultural atmosphere on ethnic minority groups’ online entrepreneurship intention: A multi‑group analysis on the gender gap L Li, K Kang Journal of International Entrepreneurship, 2023 | 1 | 2023 |
| An Analysis of Cultural Content on Short Video Platforms: Cultural Protection Perspective L Li, K Kang, O Sohaib International Conference on E-Business and Telecommunications, 29-50, 2023 | 1 | 2023 |
Dr. Osama SohaibA/Professor - Info. Systems/ Analytics (AURAK); Adjunct Fellow (University of Technology Sydney)Verified email at aurak.ac.ae
