喻园管理论坛2023年第80期(总第903期)

演讲主题: Strategic Timing Decisions in Livestream Shopping

主 讲 人: 吴如海，麦克马斯特大学副教授

主 持 人: 贺远琼，工商管理系教授

活动时间: 2023年10月23日（周一）10:00-11:30

活动地点: 管理大楼119室

主讲人简介：

吴如海，麦克马斯特大学德格鲁特商学院市场营销系副教授。先后获得清华大学金融学学士学位，清华大学金融学硕士学位，美国得克萨斯大学奥斯汀分校经济学硕士学位，美国得克萨斯大学奥斯汀分校经济学博士学位。吴教授在市场营销，管理信息系统，管理学等多个领域的国际顶级学术期刊Journal of Marketing, Journal of Business Ethics, Journal of Retailing, Journal of Business Research, Operations Research Letters和Decision Support System等发表多篇学术论文。2008年-2014年期间，吴教授担任管理信息系统国际顶级期刊Decision Support System副主编。目前担任Information System Research, Production and Operations Management, Electronic Commerce Research and Applications等多个国际学术期刊审稿人。吴教授近年来主持多项科研项目，包括加拿大国家自然科学基金项目和国家社会科学基金项目等。研究兴趣为电子商务模型、双边市场的管理及机制设计、线上评论、社会媒体营销、搜索引擎营销，渠道关系、定价策略。

活动简介：

Limited show duration coupled with unique audience composition poses challenges for influencers when making timing decisions in livestream shopping. Unlike traditional e-tailing, timing decisions involve more factors than simply discerning a day and time. Although influencers may consider such factors as scheduling consistency, the spillover effects from mega influencers, and time patterns in practice, the impact of these factors on timing decisions and their subsequent show performances still remain unclear. Using a unique dataset on livestream shopping, we examine the impact of main drivers on timing decisions and show performances. We uncover two novel findings. First, influencers prefer scheduling consistency when making timing decisions, but scheduling consistency may harm some influencers' show performances. Second, influencers tend to avoid spillover effects from mega influencers, but some influencers may benefit from the positive spillover effects. These findings highlight the importance for influencers to re-evaluate their timing decisions in livestream shopping.