主要学术论文：
1.Liu, Huan*, and F. Javier Sese. "The impact of mobile app adoption on cross-buying: the moderating roles of product category characteristics and adoption timing." Journal of Retailing 98.2 (2022): 241-259. [ABS 4]
2.Liu, Huan*, Lara Lobschat, Peter C. Verhoef, and Hong Zhao. "The effect of permanent product discounts and order coupons on purchase incidence, purchase quantity, and spending." Journal of Retailing 97.3 (2021): 377-393. [ABS 4]
3.刘欢, 赵红*. 基于外卖 Apps 的移动终端购买意愿研究[J]. 管理评论, 2021, 33(2): 207-216. [国家自然科学基金委员会认定的A类期刊]

     4.Liu, Huan*, , Lara Lobschat, Peter C. Verhoef, and Hong Zhao. "App adoption: The effect on purchasing of customers who have used a mobile website previously." Journal of Interactive Marketing 47 (2019): 16-34. [ABS 3]
5.Liu, Huan*, Lara Lobschat, and Peter C. Verhoef. "Multichannel retailing: A review and research agenda." Foundations and Trends® in Marketing 12.1 (2018): 1-79. [Marketing review journal]

主要学术专著：
1. Liu, Huan, and Peter C. Verhoef, "Multi/omni and cross-channel distribution", Chapter in the RESER-Elgar Encyclopedia of Service Studies, forthcoming.
2. Liu, Huan. Omnichannel Retailing: Mobile Channel Adoption and Digital Discounts, 2019, Groningen: University of Groningen, SOM Research School, p.1-185.
3. 赵红主编，《营销创新——理论.方法.案例》，高等教育出版社：北京，2015年1月第一版（主要负责第二章节编写，对其他部分章节也有贡献）

主要学术报告与论坛：
2022 第六届营销科学与创新新国际高峰论坛（指导博士生、本科生汇报）
2022 中国高校市场学会学术年会暨博士生论坛（指导本科生汇报）
2022 AMA Summer Conference
2021 EMAC Conference
2021 AMA Summer Conference
2020 第四届营销科学与创新国际研讨会暨JBR专辑学术会议（MSI 2020, online conference)
2020 AMA Summer Conference
2020年 EMAC, cancelled due to the Covid-19 pandemic
2019年 Annual ISMS Marketing Science Conference, Rome, Italy
2019年 The European Marketing Academy Conference (EMAC), Hamburg, Germany
2018年 Annual ISMS Marketing Science Conference, Philadelphia, US
2017年 邀请汇报：Workshop on Omnichannel Retailing at IMMD, MERCUR, University of Lille, France