讲座题目：When Persuasion Is Too Persuasive: An Empirical Analysis of Product Returns in Livestream E-Commerce

讲座时间：2023年12月13日（星期三）下午3:00

讲座地点：清水河校区经管楼C103教室

主讲人：冯晓静　副教授（西南财经大学）

主持人：栗跃峰　博士

讲座简介：

Livestream e-commerce features live social interactions that enable real-time, face-to-text communications among a streamer and many customers. We posit such live social interactions generate persuasion effect that eventually leads to higher product returns. Using data from a leading livestream e-commerce firm, we compare the product returns between live sessions with rerun sessions where the only difference is the presence of live social interactions in live sessions but not in rerun sessions, and develop econometric models to estimate the effect of live social interaction intensity on product returns. We find that product returns are higher for the live sessions than for the rerun sessions, and that the magnitude of the effect increases with live social interaction intensity, confirming the adverse persuasion effect in livestream e-commerce. We also find that the persuasion effect of live social interactions on product returns is stronger when the streamer has more experience in hosting livestream sessions and the product price is lower. We estimate that one standard deviation increase in live social interaction intensity can increase the product return rates by as much as 11.68% in terms of absolute product return rates, which is more than 30% of the average product return rates. Robustness checks, theoretical and managerial implications are also discussed.

主讲人简介：

冯晓静，西南财经大学副教授。2020年于上海交通大学获得博士学位，曾赴美国明尼苏达大学访问。研究兴趣包括行为运营管理、零售运营、人机交互决策、因果推断。主持国家自然科学基金青年基金项目。在Production and Operations Management, Decision Sciences, Decision Support Systems, TRE等期刊发表或接收学术论文多篇。在Ivey毅伟案例库发表教学案例成果。获2020年上海交通大学优秀博士学位论文提名（经管方向唯一获得者），2018、2019、2022年行为运筹学与行为运营管理国际研讨会优秀论文奖（两次青年学生奖，一次青年教师奖）。

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营销管理研究所

工商管理系

2023年12月7日