报告题目：The Effect of Live Streaming Selling on Sales: Evidence from Rural China

主 持 人：柳武妹   教授

报 告 人：陆本江 助理教授

报告时间：2023年6月15日（星期四）下午19:30

报告地点：腾讯会议（会议ID:245-605-474）

报告简介：

Live streaming technology provides a novel direct-selling opportunity for numerous small and independent sellers in underdeveloped countries. Utilizing unique panel data from the largest e-commerce platform in China, we conduct the inaugural investigation into the effectiveness of live streaming selling (LSS) of rural product sales and its boundary conditions. Applying a causal forest estimation strategy that controls for sellers’ propensities to adopt LSS, we discover a strong and positive main effect of LSS on sales: on average, LSS adoption increases sales quantity by 11.9% and sales revenue by 32.6%. Interestingly, LSS is less effective for perishable products versus non-perishable items. The positive effects of LSS are stronger for broadcasters with a large number of followers and for self-operated broadcasters (i.e., those selling their own products) vis-à-vis third-party broadcasters (i.e., those working for multiple sellers). Furthermore, products that have high prior sales and originate from more developed regions benefit more from LSS. Our results suggest that, while LSS technology may be a universal blessing for rural sellers, it may actually increase, not decrease, income inequality among adopters of such technology.

报告人简介：

陆本江，南京大学商学院营销与电子商务系助理教授，博士毕业于清华大学经济365体育，管理科学与工程专业。中国信息经济学会理事。研究兴趣包括：新媒体营销、消费者口碑与行为、在线社区等。相关研究成果发表于《管理科学学报》《信息系统学报》、Journal of Management Information Systems, Information & Management等国内外主流期刊，主持国家自然科学基金青年项目、参与国家自然科学基金重大项目等。出版教材《电子商务安全与支付》。

【代表性科研成果】

[1] Guan Y, Lu B*, Chen G, Yan W. Show Me Your Face: Investigating the Effect of Facial Features in Review Images on Review Helpfulness. Electronic Commerce Research (SSCI, ABS grade 2), forthcoming.

[2] Li X, Ma L, Lu B*, Huang K. Sincere or Falsehearted? Investigation of Online Reviews and Merchant Response. International Journal of Electronic Commerce (SSCI, ABS grade 3), 2023, 27(2): 185-209.

[3] Lu B, Chen, Z. Live Streaming Commerce and Consumers’ Purchase Intention: An Uncertainty Reduction Perspective. Information & Management (SSCI, ABS grade 3), 2021, 58(7): 103509.

[4] Li X, Zhuang Y, Lu B*, Chen G. A Multi-Stage Hidden Markov Model of Customer Repurchase Motivation in Online Shopping. Decision Support Systems (SCI, ABS grade 3), 2019, 120:72–80.