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Yi Yong Lee

Observed name: Lee, Yi Yong
Observed institution: Multimedia University
ORCID: 0000-0001-7383-2738
Observed ORCID: 0000-0001-7383-2738
OpenAlex ID: A5077294697
Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers
2022 · Yi Yong Lee, Chin Lay Gan, et al. · Journal of Marketing Analytics · 95
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The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying: A Moderated Mediation Model
2022 · Yi Yong Lee, Chin Lay Gan, et al. · Human Behavior and Emerging Technologies · 36
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Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective
2020 · Yi Yong Lee, Chin Lay Gan · Journal of Marketing Analytics · 36
Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information
2023 · Tze Wei Liew, Su-Mae Tan, et al. · Computers in Human Behavior Reports · 33
Rationality and impulse buying: Is your emotion a part of the equation?
2023 · Yi Yong Lee, Chin Lay Gan, et al. · Computers in Human Behavior Reports · 30
Thwarting Instant Messaging Phishing Attacks: The Role of Self-Efficacy and the Mediating Effect of Attitude towards Online Sharing of Personal Information
2023 · Yi Yong Lee, Chin Lay Gan, et al. · International Journal of Environmental Research and Public Health · 26
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Fishing for phishy messages: predicting phishing susceptibility through the lens of cyber-routine activities theory and heuristic-systematic model
2024 · Chin Lay Gan, Yi Yong Lee, et al. · Humanities and Social Sciences Communications · 20
Phishing victimization among Malaysian young adults: cyber routine activities theory and attitude in information sharing online
2022 · Yi Yong Lee, Chin Lay Gan, et al. · The Journal of Adult Protection · 12
Impulse Buying's Antecedents and Consequences: Malaysian E-wallet Users Perceptions
2021 · Yi Yong Lee, Chin Lay Gan, et al. · International Conference on Software and e-Business (ICSEB) · 9
Love is in the cloud: Uncovering the factors driving continuous use intention of online dating applications
2023 · Tze Wei Liew, Su-Mae Tan, et al. · Cogent Social Sciences · 5
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Susceptibility to instant messaging phishing attacks: does systematic information processing differ between genders?
2023 · Yi Yong Lee, Chin Lay Gan, et al. · Crime Prevention and Community Safety · 5
Analyzing Use Intentions for Health-Diagnostic Chatbots: An Extended Technology Acceptance Model Approach
2024 · Wei Ming Pang, Tze Wei Liew, et al. · World Symposium on Software Engineering (WSSE) · 3
What drives the continuous adoption of mobile stock trading applications among Gen-Z traders? An investigation of the TAM, social influence, trust, and perceived security
2023 · Su-Mae Tan, Tze Wei Liew, et al. · World Symposium on Software Engineering (WSSE) · 3
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Alexa, add some magic to my shopping cart!: The effects of perceived intelligence and anthropomorphism on voice commerce technology acceptance
2024 · Tze Wei Liew, Su-Mae Tan, et al. · 2
Emotional tug-of-war in virtual influencer marketing: Pleasure-Arousal-Dominance (PAD) model and hedonic factors in predicting willingness to buy product recommendations
2025 · Yi Yong Lee, Chin Lay Gan, et al. · Telematics and Informatics Reports · 1
Large language model attributes and perceived moral agency of artificial moral advisors
2026 · Tze Wei Liew, Su-Mae Tan, et al. · Frontiers in Artificial Intelligence
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From verification to virality: Psychological and behavioral drivers of engagement with perceived non-malicious deepfakes
2026 · Chin Lay Gan, Yi Yong Lee, et al. · Computers in Human Behavior Reports
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Cognitive, Normative, and Hedonic Pathways to Deepfake Acceptance: Integrating Knowledge-Attitude-Behavior and Goal Framing Theories
2026 · Yi Yong Lee, Chin Lay Gan, et al. · SAGE Open
Technology Meets Vanity: How User Perception and Enjoyment in AR Virtual Makeup Application Drive Cosmetic Purchase Intentions
2025 · Wei Ming Pang, Tze Wei Liew, et al.
Positive affect and normative evaluation as mediators in the impulsiveness and Gen-Y impulse purchase urges
2025 · Yi Yong Lee, Chin Lay Gan · International Journal of Business Innovation and Research
The Moderating Role of Risk Aversion in an Extended UTAUT Cryptocurrency Adoption Model
2025 · Su-Mae Tan, Tze Wei Liew, et al. · Lecture notes in networks and systems
Positive Affect and Normative Evaluation as Mediators in the Impulsiveness and Gen-Y Impulse Purchase Urges
2022 · Chin Lay Gan, Yi Yong Lee · International Journal of Business Innovation and Research
Works count: 26
Citation count: 329
H-index: 9
I10-index: 9
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