期刊論文| 1. | Meyers-Levy, Joan、Maheswaran, Durairaj(1991)。Exploring differences in males' and females' processing strategies。Journal of Consumer Research，18(1)，63-70。   |
| 2. | Yang, C.、Wu, C. C.(2007)。Gender and Internet Consumers' Decision-making。CyberPsychology & Behavior，10(1)，86-91。 |
| 3. | Mäntymäki, M.、Salo, J.(2011)。Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel。Computers in Human Behavior，27(6)，2088-2097。 |
| 4. | Chellappa, Ramnath K.、Sin, Raymond G.(2005)。Personalization versus privacy: An empirical examination of the online consumer's dilemma。Information Technology and Management，6(2/3)，181-202。 |
| 5. | Brockmeyer, T.、Holtforth, M. G.、Krieger, T.、Altenstein, D.、Doerig, N.、Friederich, H.-C.、Bents, H.(2013)。Ambivalence over emotional expression in major depression。Personality and Individual Differences，54(7)，862-864。 |
| 6. | Wang, Y. S.、Wu, M. C.、Wang, H. Y.(2009)。Investigating the determinants and age and gender differences in the acceptance of mobile learning。British Journal of Educational Technology，40(1)，92-118。 |
| 7. | Venkatesh, V.、Morris, M. G.(2000)。Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behaviour。MIS Quarterly，24(1)，115-139。 |
| 8. | Castro, P.、Garrido, M.、Reis, E.、Menezes, J.(2009)。Ambivalence and conservation behaviour: An exploratory study on the recycling of metal cans。Journal of Environmental Psychology，29(1)，24-33。 |
| 9. | Fong, C. T.(2006)。The effects of emotional ambivalence on creativity。Academy of Management Journal，49(5)，1016-1030。 |
| 10. | Gefen, D.、Straub, D. W.(1997)。Gender differences in the perception and use of e-mail: An extension to the technology acceptance model。MIS Quarterly，21(4)，389-400。 |
| 11. | Cacioppo, John T.、Berntson, Gary G.(1994)。Relationship Between Attitudes and Evaluative Space: A Critical Review, With Emphasis on the Separability of Positive and Negative Substrates。Psychological Bulletin，115(3)，401-423。 |
| 12. | Jonas, K.、Broemer, P.、Diehl, M.(2000)。Attitudinal ambivalence。European Review of Social Psychology，11(1)，35-74。 |
| 13. | Kaplan, K. J.(1972)。On the ambivalence-indifference problem in attitude theory and measurement: A suggested modification of the semantic differential technique。Psychological Bulletin，77(5)，361-372。 |
| 14. | Xu, H.、Luo, X. R.、Carroll, J. M.、Rosson, M. B.(2011)。The Personalization Privacy Paradox: An Exploratory Study of Decision Making Process for Location-Aware Marketing。Decision Support Systems，51(1)，42-52。 |
| 15. | Penz, E.、Hogg, M. K.(2011)。The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers' experiences of approach-avoidance conflicts in online and offline settings。European Journal of Marketing，45(1/2)，104-132。 |
| 16. | Costarelli, S.、Colloca, P.(2004)。The effects of attitudinal ambivalence on pro-environmental behavioural intentions。Journal of environmental psychology，24(3)，279-288。 |
| 17. | Venkatesh, Viswanath、Thong, James Y. L.、Xu, Xin(2012)。Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology。Management Information Systems Quarterly，36(1)，157-178。 |
| 18. | Kourouthanassis, Panos E.、Giaglis, George M.(2012)。Introduction to the Special Issue Mobile Commerce: The Past, Present and Future of Mobile Commerce Research。International Journal of Electronic Commerce，16(4)，5-18。 |
| 19. | Yun, H.、Han, D.、Lee, C. C.(2013)。Understanding the use of location-based service applications: Do privacy concerns matter?。Journal of Electronic Commerce Research，14(3)，215-230。 |
| 20. | Otnes, C.、Lowrey, T. M.、Shurm, L. J.(1997)。Toward an understanding of consumer ambivalence。Journal of Consumer Research，24(1)，80-93。 |
| 21. | Sutanto, J.、Palme, E.、Tan, C.-H.、Phang, C. W.(2013)。Addressing the personalization-privacy paradox: an empirical assessment from a field experiment on smartphone users。MIS Quarterly，37(4)，1141-1164。 |
| 22. | Buchanan-Oliver, M.、Cruz, A.、Schroeder, J. E.(2010)。Shaping the body and technology: Discursive implications for the strategic communication of technological brands。European Journal of Marketing，44(5)，635-652。 |
| 23. | Kozinets, R. V.(2008)。Technology/ideology: How ideological fields influence consumers' technology narratives。Journal of Consumer Research，34(6)，865-881。 |
| 24. | Bettany, S. M.、Kerrane, B.、Hogg, M. K.(2014)。The material-semiotics of fatherhood: The co-emergence of technology and contemporary fatherhood。Journal of Business Research，67(7)，1544-1551。 |
| 25. | Lee, J. M.、Rha, J. Y.(2016)。Personalization-privacy paradox and consumer conflict with the use of location-based mobile commerce。Computers in Human Behavior，63，453-462。 |
| 26. | Nenkov, G. Y.、Inman, J. J.、Hulland, J.(2008)。Considering the future: The conceptualization and measurement of elaboration on potential outcomes。Journal of Consumer Research，35(1)，126-141。 |
| 27. | Lapointe, L.、Beaudry, A.(2014)。Identifying it user mindsets: acceptance, resistance and ambivalence。IEEE, Hawaii International Conference on System Sciences，47，4619-4628。 |
| 28. | van Harreveld, F.、Nohlen, H. U.、Schneider, I. K.(2015)。Chapter Five-The ABC of Ambivalence: Affective, behavioral, and cognitive consequences of attitudinal conflict。Advances in Experimental Social Psychology，52，285-324。 |
| 29. | Thornton, J. R.(2011)。Ambivalent or indifferent? Examining the validity of an objective measure of partisan ambivalence。Political Psychology，32(5)，863-884。 |
| 30. | Bui, M.、Droms, C. M.、Craciun, G.(2014)。The impact of attitudinal ambivalence on weight loss decisions: Consequences and mitigating factors。Journal of Consumer Behaviour，13(4)，303-315。 |
| 31. | Olsen, S. O.、Wilcox, J.、Olsson, U.(2005)。Consequences of ambivalence on satisfaction and loyalty。Psychology & Marketing，22(3)，247-269。 |
| 32. | Armitage, C. J.、Arden, M. A.(2007)。Felt and potential ambivalence across the stages of change。Journal of Health Psychology，12(1)，149-158。 |
| 33. | Bee, C. C.、Madrigal, R.(2013)。Consumer uncertainty: The influence of anticipatory emotions on ambivalence, attitudes, and intentions。Journal of Consumer Behaviour，12(5)，370-381。 |
| 34. | Sharma, P.、Erramilli, M. K.、Chung, C.、Sivakumaran, B.(2015)。Consumer ambivalence toward contraception-towards an integrative framework。International Journal of Pharmaceutical and Healthcare Marketing，9(2)，95-117。 |
| 35. | Tetlock, P. E.(1986)。A value pluralism model of ideological reasoning。Journal of Personality and Social Psychology，50(4)，819-827。 |
| 36. | Feenberg, A.(1990)。The ambivalence of technology。Sociological Perspectives，33(1)，35-50。 |
| 37. | Bendall-Lyon, D.、Powers, T. L.(2002)。The impact of gender differences on change in satisfaction over time。Journal of Consumer Marketing，19(1)，12-23。 |
| 38. | Moulard, J. G.、Rice, D. H.、Garrity, C. P.、Mangus, S. M.(2014)。Artist authenticity: How artists' passion and commitment shape consumers' perceptions and behavioral intentions across genders。Psychology & Marketing，31(8)，576-590。 |
| 39. | Chai, C.、Wu, X.、Shen, D.、Li, D.、Zhang, K.(2016)。Gender differences in the effect of communication on college students' online decisions。Computers in Human Behavior，65，176-188。 |
| 40. | Fielden, S. L.、Davidson, M. J.(2001)。Stress and gender in unemployed female and male managers。Applied Psychology，50(2)，305-334。 |
| 41. | Elias, S. M.、Smith, W. L.、Barney, C. E.(2012)。Age as a moderator of attitude towards technology in the workplace: Work motivation and overall job satisfaction。Behaviour & Information Technology，31(5)，453-467。 |
| 42. | Barford, K. A.、Smillie, L. D.(2016)。Openness and other Big Five traits in relation to dispositional mixed emotions。Personality and Individual Differences，102，118-122。 |
| 43. | Awad, N. F.、Krishnan, M. S.(2006)。The personalization privacy paradox: An empirical evaluation of information transparency and the willingness to be profiled online for personalization。MIS Quarterly，30(1)，13-28。 |
| 44. | Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。 |
| 45. | Bollen, Kenneth A.(1989)。A New Incremental Fit Index for General Structural Equation Models。Sociological Methods & Research，17(3)，303-316。 |
| 46. | Baron, Reuben M.、Kenny, David A.(1986)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。 |
| 47. | Darley, William K.、Smith, Robert E.(1995)。Gender differences in information processing strategies: An empirical test of the selectivity model in advertising response。Journal of Advertising，24(1)，41-56。 |
| 48. | Breckler, Steven J.(1994)。A Comparison of Numerical Indexes for Measuring Attitude Ambivalence。Educational and Psychological Measurement，54(2)，350-365。 |
| 49. | Priester, Joseph R.、Petty, Richard E.(1996)。The Gradual Threshold Model of Ambivalence: Relating the Positive and Negative Bases of Attitudes to Subjective Ambivalence。Journal of Personality and Social Psychology，71(3)，431-449。 |